We're seeking a Principal Brand Strategist to lead our brand intelligence function and manage a team of strategists who shape how AWS shows up in the market. You'll own three interconnected disciplines: naming & nomenclature, brand architecture, and brand research & insights.
In this role, you'll direct our brand research agenda and maintain accountability for insights quality and strategic design, partnering closely with AWS Marketing's centralized research team to execute studies and access customer data. You'll transform their research outputs into actionable brand strategies, design naming systems that scale, and ensure our brand architecture evolves as our technology does.
You'll lead a team of strategists while providing the analytical rigor and strategic vision that guides critical brand decisions across AWS.


Key job responsibilities
Lead & Develop the Team

* Manage and mentor a team of brand strategists; set vision, priorities, and performance standards for the practice
* Build team capabilities in research interpretation, brand architecture, and naming methodology; create frameworks and playbooks that scale expertise
* Foster a culture of customer obsession, analytical rigor, and strategic creativity

Direct Brand Research & Insights Strategy

* Partner with AWS Marketing's centralized research team to design and execute brand health tracking, customer perception studies, and strategic research initiatives
* Own the brand research agenda and measurement framework; define what brand success looks like and which metrics matter for B2B technology leadership
* Transform research outputs from the centralized team into strategic narratives and actionable recommendations; identify patterns across customer feedback, market data, and competitive intelligence
* Serve as the insights authority for brand strategy, and influence how we communicate as a result by ensuring we can answer "what do customers actually think?" with data-backed clarity

Architect the AWS Brand Portfolio

* Manage and evolve brand architecture for 200+ AWS services; develop frameworks that help product teams understand where new services fit and how they should be positioned
* Build and maintain nomenclature systems that balance technical precision with customer understanding across products, features, and programs
* Create decision trees and guidelines that democratize strong architectural thinking across the organization

Lead Strategic Naming

* Direct naming for strategic service launches and major initiatives; guide team in managing end-to-end process from brief through trademark clearance
* Establish naming standards that work for technical B2B audiences while maintaining differentiation and clarity
* Build business cases that help leadership understand why certain naming approaches drive better customer outcomes


About the team
The Brand & Creative team brings together brand strategy and creative expression to build and maintain the AWS brand. We use data, insight, inspiration, and intuition to set the standards and raise the bar in every touchpoint, in every story, and every piece of creative we make. We are relentlessly collaborative, and believe greatness is possible in everything we do.