Global Brand Architecture & Naming Lead

Anthropic Limited; San Francisco, New York (CA, NY); Hybrid; USD 255,000 - 320,000; Full time

Job summary

Anthropic is seeking a Brand Strategy Lead to own brand architecture and naming across Anthropic and Claude, shaping how offerings are named and perceived globally.

You will build naming systems and governance, and collaborate with Brand Design, Product, IP Legal, and Comms to ensure consistent branding across markets.

As a senior IC, you will define a year-long roadmap, generate names, test them, and present recommendations to leadership to advance Anthropic's mission.

Qualifications

• Experience leading brand architecture or naming in-house, agency, or consultancy
• Experience with AI products or technology brands
• Experience across global markets with linguistic and cultural checks
• Ability to learn new domains quickly and position them with names
• Experience working with trademark clearance processes

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 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
• 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
• 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

Skills

Brand architecture

Naming

Cross-functional collaboration

Research methods

Presentation to senior leaders

Strategic thinking

Education

Bachelor’s degree

Job description

Anthropic is seeking a Brand Strategy Lead to own brand architecture and naming across Anthropic and Claude, shaping how offerings are named and perceived globally.

You will build naming systems and governance, and collaborate with Brand Design, Product, IP Legal, and Comms to ensure consistent branding across markets.

As a senior IC, you will define a year-long roadmap, generate names, test them, and present recommendations to leadership to advance Anthropic's mission.