Brand Strategy Lead, Brand Architecture & Naming

The role

You will own brand architecture and naming strategy across the Anthropic and Claude brands. You will build systems, structures, and processes for global naming and portfolio management.

What you will do

• Own all brand architecture strategy across Anthropic and Claude
• Lead decisions on where new products, models, features, and programs sit in the portfolio
• Own the company's global naming strategy from brief to launch
• Develop names in volume from descriptive to coined
• Build coherent brand architecture, naming, and terminology systems
• Manage intake and review processes
• Present brand architecture and naming decision docs to senior leaders
• Track and audit the portfolio over time
• Partner with IP Legal to evaluate options and plan around clearance risk
• Partner with Product and Brand Marketing to shape positioning and global market fit

Required qualifications

• Deep expertise in brand architecture
• Experience building or rebuilding the brand architecture of a multi-brand portfolio
• Ability to weigh branded house, endorsed, and house of brands models
• Knowledge of naming strategies from descriptive to coined
• Experience generating and shipping names across products, features, events, and programs
• Experience creating systems and processes that codify brand architecture or names
• Experience working with trademark counsel
• Ability to write clear docs and lead cross-company work with minimal direction
• Ability to teach and defend brand strategies to senior leaders
• Excitement about Anthropic's mission to develop safe and beneficial AI
• Bachelor’s degree or an equivalent combination of education, training, and/or experience
• Field of study relevant to the role as demonstrated through coursework, training, or professional experience

Nice to have

• 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
• Experience using AI tools in creative work
• The ability to learn new, often technical, domains well enough to position, name, and brand them

Benefits

• Competitive compensation and benefits
• Optional equity donation matching
• Generous vacation and parental leave
• Flexible working hours
• Office space

Before you apply

• We do sponsor visas!

About the company

Anthropic is a public benefit corporation headquartered in San Francisco. Its mission is to create reliable, interpretable, and steerable AI systems.