Brand Strategy Lead, Brand Architecture & Naming

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 Chance Initiative for Hiring Ordinance, the Los Angeles County Fair Chance Ordinance for Employers, and the California Fair Chance Act.

We encourage you to apply even if you do not believe you meet every single qualification. Not all strong candidates will meet every single qualification as listed. Research shows that people who identify as being from underrepresented groups are more prone to experiencing imposter syndrome and doubting the strength of their candidacy, so we urge you not to exclude yourself prematurely and to submit an application if you're interested in this work. We think AI systems like the ones we're building have enormous social and ethical implications. We think this makes representation even more important, and we strive to include a range of diverse perspectives on our team.

How we're different

We believe that the highest-impact AI research will be big science. At Anthropic we work as a single cohesive team on just a few large-scale research efforts. And we value impact — advancing our long-term goals of steerable, trustworthy AI — rather than work on smaller and more specific puzzles. We view AI research as an empirical science, which has as much in common with physics and biology as with traditional efforts in computer science. We're an extremely collaborative group, and we host frequent research discussions to ensure that we are pursuing the highest-impact work at any given time. As such, we greatly value communication skills.

The easiest way to understand our research directions is to read our recent research. This research continues many of the directions our team worked on prior to Anthropic, including: GPT-3, Circuit-Based Interpretability, Multimodal Neurons, Scaling Laws, AI & Compute, Concrete Problems in AI Safety, and Learning from Human Preferences.

Come work with us!

Anthropic is a public benefit corporation headquartered in San Francisco. We offer competitive compensation and benefits, optional equity donation matching, generous vacation and parental leave, flexible working hours, and a lovely office space in which to collaborate with colleagues. Guidance on Candidates' AI Usage: Learn about our policy for using AI in our application process.