Brand Strategy Lead, Brand Architecture & Naming

About the role

About Anthropic

Anthropic’s mission is to create reliable, interpretable, and steerable AI systems. We want AI to be safe and beneficial for our users and for society as a whole. Our team is a quickly growing group of committed researchers, engineers, policy experts, and business leaders working together to build beneficial AI systems.

About the role

As a Brand Strategy Lead at Anthropic, you will own brand architecture and naming strategy across the Anthropic and Claude brands. Claude is becoming part of how people work, build, and discover, and how we organize and name what we make shapes how a broad, global audience of enterprise buyers, developers, researchers, policymakers, and the general public understands it and whether they trust it. This is a foundational role: you'll solidify this function at Anthropic, making the routine calls yourself and bringing the biggest decisions to senior leaders with a clear recommendation.

In this role, you'll own all brand architecture and naming strategy work globally, from how the portfolio fits together as it grows to the names we ship, and you'll build the systems, structure, and processes other teams follow. In a single week, you might map part of the portfolio, generate names, and take multiple recommendations to senior leaders. This is a senior individual contributor role, so you'll scope the work yourself and set a roadmap a year out with minimal direction. You'll partner closely with Brand Design, Product and Brand Marketing, Product teams, IP Legal, and Comms to position new offerings and introduce them to the world.

Key responsibilities

Own all brand architecture strategy across Anthropic and Claude, including how brands, products, models, features, plans, and programs relate to one another

Lead decisions on where new products, models, features, and programs sit in the portfolio, including when an offering extends an existing brand and when it needs its own, and when something earns a name versus a plain description

Own the company's global naming strategy and all naming work from brief to launch, across products, features, events, and programs

Develop names yourself, in volume, from descriptive to coined, and help teams and leaders pressure test them, running research when a decision needs it

Build coherent brand architecture, naming, and terminology systems, including conventions, usage rules, and a source of truth, along with tools and training so teams can make routine calls on their own

Manage intake and review, and get teams to come to us early, while there's still space to think, connect dots, and simplify

Present brand architecture and naming decision docs to senior leaders, and advise them on the hard calls

Track the portfolio over time, auditing and simplifying where it has grown complex

Partner with IP Legal to evaluate options, plan around clearance risk, and take names through clearance

Partner with Product and Brand Marketing to shape how new offerings are positioned, and ensure names work across global markets, including linguistic and cultural checks

Lead alignment across Product, IP Legal, Brand Marketing, and Comms on where a new offering sits, what its name means, how to use it, and how to introduce it to the world

Use Claude throughout the naming process, from generation to testing to governance

Minimum qualifications

Have deep expertise in brand architecture, including deciding where new products and programs sit in a complex and growing portfolio

Have built or rebuilt the brand architecture of a multi-brand portfolio, including how a company brand and its product brands work together

Can weigh branded house, endorsed, and house of brands models, and make a clear recommendation

Are genuinely passionate about brand architecture and naming as a craft, and appreciate how it builds stronger, more coherent brands and audience understanding

Know the range of naming strategies, from descriptive to coined, and have personally generated and shipped names across products, features, events, and programs

Have created systems and processes that codify brand architecture or names, such as nomenclature frameworks, conventions, databases, and governance, that teams at a company or client adopted

Have worked with trademark counsel and can plan around clearance risk

Write clear docs that get decisions made, and have scoped and led cross-company work with minimal direction

Can teach senior leaders why brand strategies and systems should matter to them, defend a system with conviction, and know when an exception is worth making

Are excited about Anthropic's mission to develop AI that is safe and beneficial

Preferred qualifications

Led brand architecture or naming in-house, at a specialty branding agency, or at a consultancy

Restructured a brand portfolio through rapid growth or major change

Experience with AI products, models, or programs, or with technology companies more broadly

Led naming across global markets, including linguistic and cultural checks

Worked across both consumer and enterprise brands

Designed qualitative or quantitative brand architecture or naming research, or managed naming, verbal identity, or research partners

A background in linguistics, copywriting, or verbal identity, and experience using AI tools in creative work

The ability to learn new, often technical, domains well enough to position, name, and brand them

The annual compensation range for this role is listed below.

For sales roles, the range provided is the role’s On Target Earnings ("OTE") range, meaning that the range includes both the sales commissions/sales bonuses target and annual base salary for the role.

Annual Salary:

$255,000—$320,000 USD

Logistics

Minimum education: Bachelor’s degree or an equivalent combination of education, training, and/or experience

Required field of study: A field relevant to the role as demonstrated through coursework, training, or professional experience

Minimum years of experience: Years of experience required will correlate with the internal job level requirements for the position

Location-based hybrid policy: Currently, we expect all staff to be in one of our offices at least 25% of the time. However, some roles may require more time in our offices.

Visa sponsorship: We do sponsor visas! However, we aren't able to successfully sponsor visas for every role and every candidate. But if we make you an offer, we will make every reasonable effort to get you a visa, and we retain an immigration lawyer to help with this.

For roles performing work in California: We will consider for employment all qualified applicants, including those with arrest or conviction records or criminal histories, in a manner consistent with the requirements of applicable state and local laws, including the San Francisco Fair Chance Ordinance, the City of Los Angeles’ Fair Cha

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