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.
- Bachelor's degree in marketing, communications, business, or equivalent
- 6+ years experience in brand strategy, brand management, or strategic marketing
- 5+ years experience in
B2B technology marketing (SaaS, cloud, enterprise software, or developer platforms)
- Demonstrated experience developing brand architecture, messaging frameworks, or portfolio strategy for multi-product organizations
- Experience presenting strategy and recommendations to VP+ audiences
- Familiarity with marketing science and effectiveness research (Ehrenberg-Bass Institute,
IPA, Binet & Field, Byron Sharp)
- Working knowledge of behavioral science, cognitive psychology, or decision science (e.g., processing fluency, dual-process theory, heuristics and biases)
- Experience with brand tracking research, mental availability measurement, or distinctive asset testing
- Background in developer marketing or infrastructure/platform technology
- Experience working with brand identity systems at scale (verbal and/or visual)
- Familiarity with media strategy, reach planning, or marketing mix modeling
- Experience at a top-tier brand consultancy, agency strategy department, or in-house brand team at a major technology company
Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.
Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit
https://amazon.jobs/content/en/how-we-hire/accommodations for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.
The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.
USA, WA, Seattle - 141,000.00 - 190,700.00 USD annually