Brand Strategy Lead, Brand Architecture & Naming

Anthropic•San Francisco, NY

1d•Hybrid

About The Position

Anthropic is hiring a Brand Strategy Lead to own brand architecture and naming strategy across the Anthropic and Claude brands. The role will shape how the company’s growing portfolio of products, models, features, plans, and programs fits together, and how audiences understand and trust those offerings. This is a foundational senior individual-contributor position: the lead will make routine decisions independently, bring major decisions to senior leaders with clear recommendations, and set a roadmap a year ahead with minimal direction. The lead will own global naming work from brief through launch and build the systems, structures, and processes that enable other teams to make routine brand architecture and naming decisions. The role partners closely with Brand Design, Product and Brand Marketing, Product teams, IP Legal, and Comms to position new offerings and introduce them globally. It also uses Claude throughout the naming process, from generation and testing to governance. The position is hybrid under Anthropic’s current policy: staff are expected to work from an office at least 25% of the time, though some roles may require more. Minimum education is a bachelor’s degree or equivalent combination of education, training, and/or experience; the field must be relevant to the role as demonstrated through coursework, training, or professional experience. The required years of experience will correlate with the internal job level. Annual salary is $255,000–$320,000 USD.

Requirements

Deep expertise in brand architecture, including deciding where products and programs belong in a complex, growing portfolio.
Experience building or rebuilding the brand architecture of a multi-brand portfolio, including the relationship between a company brand and its product brands.
Ability to weigh branded-house, endorsed-brand, and house-of-brands models and make a clear recommendation.
Strong interest in brand architecture and naming as a craft and an understanding of how they build coherent brands and audience understanding.
Knowledge of naming strategies from descriptive to coined, with personal experience generating and shipping names across products, features, events, and programs.
Experience creating brand architecture or naming systems and processes—such as nomenclature frameworks, conventions, databases, and governance—that were adopted by a company or client.
Experience working with trademark counsel and planning around clearance risk.
Ability to write clear decision-making documents and scope and lead cross-company work with minimal direction.
Ability to explain the importance of brand strategies and systems to senior leaders, defend a system with conviction, and recognize when an exception is warranted.
Interest in Anthropic’s mission to develop AI that is safe and beneficial.
Bachelor’s degree or an equivalent combination of education, training, and/or experience; relevant field of study demonstrated through coursework, training, or professional experience.

Nice To Haves

Experience leading brand architecture or naming in-house, at a specialty branding agency, or at a consultancy.
Experience restructuring a brand portfolio through rapid growth or major change.
Experience with AI products, models, or programs, or with technology companies more broadly.
Experience leading naming across global markets, including linguistic and cultural checks.
Experience working across both consumer and enterprise brands.
Experience designing qualitative or quantitative brand architecture or naming research, or managing naming, verbal identity, or research partners.
Background in linguistics, copywriting, or verbal identity, and experience using AI tools in creative work.
Ability to learn new, often technical domains well enough to position, name, and brand them.

Responsibilities

Own brand architecture strategy across Anthropic and Claude, including the relationships among brands, products, models, features, plans, and programs.
Lead decisions about where new offerings fit in the portfolio, whether they extend an existing brand or need their own, and whether they need a name or a plain description.
Own global naming strategy and naming work from brief to launch across products, features, events, and programs.
Develop names in volume, from descriptive to coined, and help teams and leaders pressure-test them; conduct research when needed.
Build brand architecture, naming, and terminology systems, including conventions, usage rules, a source of truth, tools, and training.
Manage intake and review processes and encourage teams to involve the function early.
Present decision documents to senior leaders and advise them on difficult brand architecture and naming decisions.
Track the portfolio over time and audit and simplify it as it grows more 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 the positioning of new offerings and ensure names work across global markets, including linguistic and cultural checks.
Lead alignment across Product, IP Legal, Brand Marketing, and Comms on an offering’s portfolio placement, name and meaning, usage, and introduction.
Use Claude throughout the naming process, from generation to testing to governance.