Principal Brand and Naming Strategist, Amazon Devices

US, WA, Virtual Location - Washington

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Posted 2 weeks ago

Are you passionate about creating and building the brands of the future, and connecting category and cultural insights into opportunities to connect customers to brands? As a Principal Brand and Naming Strategist for Amazon Devices, you will be responsible for building and growing brands within our devices portfolio. You will have the opportunity to refine and shape established world-class brands including Echo, Alexa, Kindle, Fire TV, and Fire Tablets, as well as to define new brands, product or service names, and/or features.
In this role, you will enjoy collaborating across the Amazon Devices CX Labs team – which consists of customer insights, design, content strategy, retail experience, creative operations, and the brand strategy team where this role resides. On behalf of CX Labs, you’ll lead engagements with global go-to-market teams, product management, UX and many other teams across multiple organizations.
In the course of a given project, you will partner closely with the product and go-to-market team to deeply understand the customer, category, and short- and long-term business goals. You and the CX Labs insights and design teams will work closely to gather data and extract insights that will help shape the brand strategy and inform creative. When required, you’ll create the brand’s strategic framework (promise, attributes, narrative). You may also be called upon to refresh established brand strategies and/or frameworks as roadmaps, categories, and/or customer needs change. You’ll bring these insights to life as you author the creative brief, which you’ll shepherd through creative strategy and design reviews, ensuring that at each customer touchpoint is on-strategy.


In this role, you’ll own naming for brands, products, features, and services. To this end, you’ll deliver brand architecture strategies, generate naming options, and summarize your creative process, strategic recommendations, and naming recommendations in a white paper you’ll author and present to the most senior leaders of the company. You will also partner with insights, analytics and go-to-market teams to establish brand health metrics, and will use this data to make proactive recommendations on work to be done to address long-term brand goals.

A natural propensity for optimism and a passion for thinking big and beyond traditional brand paradigms will enable you to thrive in our fast-paced culture of invention.
You are the perfect candidate if…
· You have been responsible for developing brand strategies for global brands or product portfolio (and you authored this work yourself, versus commissioned an agency to do so.)
· You have named products and/or services for global consumer brands.
· You connect the dots between disparate sources of information related to the category and global cultural trends to uncover interesting insights before others see the connection.
· You excel at writing creative briefs that start with the customer and works backwards, and articulate insights that will inspire creative teams. · You possess superior narrative writing skills, are naturally talented in developing communications frameworks, and are able to clearly articulate your multi-dimensional thinking in a white-paper format as you solve problems.
· You have currency in your understanding of major global technology and retail brands from which you’ll draw lessons and comparisons as you apply your keen observations to the assignments in this role.
· Communicating with senior leaders is comfortable and natural for you, whether in written or verbal form.
· You recognize opportunities for improving customer experiences before others, and are comfortable taking ownership in an ambiguous environment.
· You can manage multiple priorities and make things happen in a fast-paced, dynamic, culture.
· You thrive on receipt of constructive feedback, using it as motivation to rethink your approach.
· You think in an imaginative, abstract world, where you possess the confidence to defend your creative ideas, as well as to poke holes in your own creative concepts.
· You can facilitate open and productive strategic debates that result in the best possible outcomes for customers.
· You can easily shift from thinking big to rolling up your sleeves to execute smaller tasks.
· You are curious, resourceful, and like diving deep on a subject, taking a no-stone-unturned approach.
· You are comfortable sharing ownership across marketing functions.

Basic Qualifications


· 15+ years’ experience creating brand strategies for global consumer brands.
· 5+ years’ experience naming products and services (including brand architecture, name generation, and presentation of strategic recommendations).
· 5+ years’ experience writing creative briefs and shepherding brand strategy through the creative process.
· Bachelor’s degree or higher.
· Exceptional writing skills, including ability to craft an objective narrative. · Superior verbal communication skills
· Proven ability to facilitate creative work sessions with all levels of the organization, and to influence decision making with CEOs and their leadership teams.

Preferred Qualifications

· 5+ years’ experience with consumer-facing digital technologies/devices/services.
· Both client side and brand agency experience.
· Proven ability to quickly learn highly technical products and complex business models to a depth that enables you to interface with all levels and disciplines within the organization.
· Proven ability to balance long-term visioning with immediate needs.


Amazon is an Equal Opportunity Employer – Minority / Women / Disability / Veteran / Gender Identity / Sexual Orientation / Age


Job tags: Consumer-facing Excel Product management UX