Director, Brand Activation

Equinix•Denver, CO

1d•Onsite

About The Position

This role is where brand strategy becomes something people can see: in our channels, at our events, in our product names, on our merchandise, and in the way our agencies and partners bring the brand to life. The Director, Brand Activation owns how the Equinix brand is executed and activated across all of Global Marketing. You will be the connective tissue across the whole organization: Web, Social, Paid Media, and Thought Leadership, and equally the demand campaigns, the field and partner programs in every region, and the events where customers meet us in person. Wherever the brand shows up, you set the standards the work is built from and make sure it adds up to one company. You will manage our external creative and brand resources as a single portfolio, build and run the AI agents that handle brand intake, review, and operational work, own brand naming and trademark management, run the company store, and lead how the brand shows up at events. This is a senior individual contributor role with a wide remit and real authority. It suits someone who has led brand or creative teams and now wants to lead through standards, partners, and influence rather than headcount. You will report to the Sr. Director, Brand, and work daily with peers across the Brand & Digital pillar, Revenue Marketing, Field & Partner Marketing, Global Events, Product Marketing, Communications, and Legal.

Requirements

10 or more years in brand, creative, or integrated marketing, including several years leading brand execution for a global B2B company.
A track record of activating a brand across the full marketing mix: owned and paid channels, demand campaigns, field and regional programs, and live events. You have done this with teams that do not report to you
Hands on experience managing agencies and external creative resources, including scoping, budgets, and holding partners to a standard
Hands on experience deploying AI agents or AI enabled workflows in a marketing or creative function, and a clear point of view on where they belong and where they do not. You do not need to build them yourself, but you need to be able to specify, govern, and improve them
Strong taste and strong process. You care whether the work is good and whether it shipped on time, and you can tell the difference between the two
The ability to influence peers and senior stakeholders without positional authority, and to say no in a way that keeps the relationship

Nice To Haves

Technology or infrastructure experience is a plus, not a requirement
Experience with naming and trademark work, or the judgment to run it well with Legal as a partner
Experience working with regional or field marketing teams, and with corporate communications, is a strong plus

Responsibilities

Be the single point of accountability for how the Equinix brand shows up across the whole marketing organization, and the person every team goes to when they need the brand to work harder for them
Translate brand strategy into activation plans that Web, Social, Paid Media, and Thought Leadership can execute, and set the brand standards each of those teams builds from
Make sure demand and product campaigns carry the brand as well as the offer, partnering with Revenue Marketing and Product Marketing from the brief rather than at the final review
Bring consistency to field and partner activation in every region, giving regional teams the standards, assets, and judgment they need to adapt the brand locally without fragmenting it
Lead brand activation at events, including Connect (our global sales kickoff), flagship industry and customer events, and the partner and field events that carry our brand into the market, in partnership with Global Events
Partner with Communications on brand narrative, including the company’s position on data centers and the communities they operate in
Do all of this through standards, partnership, and influence.
Own the brand agency roster, contractor pool, and associated budget as one portfolio: selection, scoping, briefing, performance, and spend
Direct agency work so that external partners deliver to brand standards and to the priorities of the organization, not team by team or region by region
Design, deploy, and manage the AI agents that run the brand’s day to day operations: request intake and triage, brand review and compliance checks, asset and template retrieval, and first drafts of routine creative and copy
Own the self service operating model that lets teams across Equinix create on brand work through agents and templates rather than routing every request through a central creative team
Set the guardrails: what agents can approve on their own, what routes to a human, and how brand standards are encoded so the agents enforce them consistently
Measure and improve the model: request volume, turnaround, review accuracy, and adoption across teams, and retire what is not working
Partner with Marketing Ops and IT on tooling, data, and governance so brand agents fit the broader Marketing AI stack rather than sitting beside it
Own brand naming for Equinix: product and service names, program and initiative names, and internal naming requests, running a clear process with Product Marketing and Legal
Manage the trademark portfolio with Legal, including clearance, filings, renewals, and enforcement of brand usage
Own the Equinix company store end to end: assortment and design, vendor and fulfillment management, quality, and the way merchandise reflects the brand
Maintain and evolve brand standards, messaging governance, and the tools and templates that keep the brand consistent at scale
Be the person people come to when something is off brand, and the person who makes it easy to get it right