Anthropic Brand Strategy Lead at Anthropic owns global brand architecture and naming strategy for Anthropic and Claude brands. This senior individual contributor role develops naming systems and advises senior leaders on brand decisions.
Responsibilities
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.
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
Qualification
Can weigh branded houseKnow the range of naming strategiesExperience with AI productsLed naming across global marketsA background in linguisticsThe ability to learn new
Required
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
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
