AWS Brand Strategy is a newly coalescing team with an ambitious mandate: make brand a growth engine for the business and become the voice of customer perception inside AWS. We are a small, senior group of strategists who believe brand is not a downstream execution function — it is an upstream growth lever that shapes demand, pricing power, and long-term competitive advantage.
This role sits at the intersection of brand systems, marketing science, behavioral psychology, and B2B technology marketing. You will develop and steward brand strategy frameworks that drive consistency, distinctiveness, and long-term brand equity across one of the most complex and consequential technology portfolios in the world. You will bring rigorous, evidence-based thinking — grounded in marketing effectiveness research and cognitive/behavioral science — to every recommendation you make.
The ideal candidate is equally comfortable building brand architecture models, writing messaging frameworks, interpreting marketing mix data, and presenting strategy to senior leaders. You are energized by the opportunity to shape a nascent function from the ground up, and you have a track record of translating complex, multi-product B2B technology portfolios into clear, compelling brand narratives that move markets.
Key job responsibilities
Brand Strategy & Architecture
• Develop and maintain brand architecture frameworks for a growing, complex technology portfolio
• Contribute to naming, prefixing, and endorsement strategies that balance discoverability with portfolio coherence
• Author messaging platforms, value propositions, and positioning frameworks for new and existing services
• Translate brand strategy into actionable guidance for product marketing, campaigns, and creative teams
Marketing Science & Effectiveness
• Apply evidence-based marketing principles (e.g., reach vs. targeting, the 95/5 rule, mental availability) to brand recommendations
• Use behavioral science and cognitive psychology insights (processing fluency, somatic markers, heuristics) to inform creative strategy and brand identity decisions
• Partner with analytics teams to interpret brand tracking, media mix modeling, and campaign effectiveness data
• Stay current with marketing effectiveness literature (Ehrenberg-Bass, IPA databank, etc.) and translate findings into practical recommendations
Brand Systems & Governance
• Contribute to brand standards, guidelines, and governance processes that scale consistency without slowing teams down
• Develop tools, templates, and frameworks that make it easy for cross-functional partners to apply brand strategy correctly
• Identify inconsistencies across the portfolio and develop clear, actionable remediation plans
• Work within the broader brand organization to align visual identity, verbal identity, and strategic positioning
Cross-Functional Partnership
• Partner with product marketing, product management, advertising, and creative teams to embed brand strategy into go-to-market motions
• Develop and present strategic recommendations to senior leaders, with clear rationale rooted in data and research
• Influence without authority across a matrixed organization; drive alignment through compelling logic and stakeholder empathy
• Contribute to team learning agendas, research projects, and capability-building initiatives.
