Brand Strategy Lead, Brand Architecture & Naming

Anthropic•San Francisco, CA

2d•$255,000 - $320,000•Hybrid

About The Position

As Brand Strategy Lead at Anthropic, you will own global brand architecture and naming strategy across the Anthropic and Claude brands. You will shape how the portfolio grows and how products, models, features, plans, and programs are organized and named so that enterprise buyers, developers, researchers, policymakers, and the public can understand and trust them. This is a foundational senior individual contributor role. You will establish the function, make routine decisions independently, and bring major decisions to senior leaders with clear recommendations. You will scope your own work and set a roadmap a year ahead with minimal direction, building the systems, processes, tools, and training that enable other teams to make routine brand architecture and naming decisions. You will work closely with Brand Design, Product and Brand Marketing, Product teams, IP Legal, and Comms to position new offerings and introduce them globally. The role also involves developing names, managing naming work from brief through launch, evaluating clearance risk with IP Legal, and ensuring names work across markets.

Requirements

Deep expertise in brand architecture, including deciding where new products and programs belong in a complex, growing portfolio.
Experience building or rebuilding the architecture of a multi-brand portfolio, including the relationship between a company brand and product brands.
Ability to assess 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 appreciation of their role in building 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 adopted systems and processes for brand architecture or naming, such as nomenclature frameworks, conventions, databases, and governance.
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 systems with conviction, and identify when an exception is warranted.
Enthusiasm for Anthropic's mission to develop AI that is safe and beneficial.
Bachelor's degree or an equivalent combination of education, training, and/or experience.
A field of study relevant to the role, 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.
A 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 how brands, products, models, features, plans, and programs relate to one another.
Lead decisions about where new products, models, features, and programs sit in the portfolio, whether they extend an existing brand or need their own, and whether they warrant 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, including running 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, encouraging teams to engage early enough to connect ideas and simplify.
Present brand architecture and naming decision documents to senior leaders and advise them on difficult 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 positioning for 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 place in the portfolio, the meaning and use of its name, and its introduction to the world.
Use Claude throughout the naming process, from generation and testing to governance.