Brand enablement used to mean writing guidelines and hoping people read them. That era is over.
The Brand Enablement Lead is a senior individual contributor role within Brand Scale, the technology-enabled production and innovation engine of the AWS Brand & Creative organization. This role is the connective tissue between brand strategy and brand activation — but the way that connection works is changing fast. Static PDFs and one-off training decks are giving way to agentic tools, AI-powered brand agents, and self-service systems that deliver the right guidance at the moment of need. The Brand Enablement Lead is the person who drives that transformation — taking the foundational disciplines of brand education, vendor governance, and cross-functional influence and making them modern, scalable, and genuinely useful.
AWS is the world's largest cloud provider and one of the most recognized technology brands on the planet. As the brand evolves, so does the challenge of ensuring consistency across hundreds of teams, dozens of agencies, and thousands of touchpoints. This role makes that consistency possible — not through enforcement, but through smart program design, AI-augmented enablement, and the kind of influence that changes how people work, not just what they produce.
This is not a traditional brand management role. It is a role for someone who sees automation, AI, and agentic solutions as the natural next step for brand enablement — and who has the strategic instinct and operational rigor to make that vision real inside a complex, global organization.
Candidate Profile
The ideal candidate for this role is a natural connector, educator, and early adopter. You have spent your career making other people better at activating a brand — not by policing outputs, but by building the systems, programs, and relationships that make great brand work the path of least resistance. You are equal parts strategist and operator: you can design a training curriculum and then figure out how to deliver it through an AI-powered agent that reaches people in their workflow, not just in a classroom.
You see brand guidelines not as static documents but as living systems — information that should be queryable, contextual, and delivered at the point of decision. You are excited by the possibility of brand agents that answer questions in real time, vendor onboarding that is partially automated, and compliance tracking that surfaces insights rather than just audit trails. You understand that brand consistency at enterprise scale is not just a creative problem — it is an organizational change management challenge amplified by the speed of AI adoption.
You bring the influence skills, the program management rigor, the brand instinct, and the technology curiosity to meet that challenge head-on.
Key job responsibilities Brand Training & Evangelism
- Design and deliver brand training programs for marketing, sales, and product teams on design principles, tonality, and creative execution standards — leveraging AI-assisted delivery and self-service tools to extend reach beyond live sessions
- Create proactive enablement campaigns that reach teams before they need help, using automation and intelligent content delivery to anticipate needs
- Develop brand playbooks, quick-reference guides, case studies, and self-service resources that democratize brand knowledge — and explore how agentic tools can make these resources queryable and contextual rather than static
- Lead workshops, presentations, and ongoing consultation to embed brand thinking into cross-functional workflows
- Partner with the Creative Technologist to train teams on AI-assisted brand tools and workflows, and to identify where enablement itself can be automated or agent-powered
Creative Vendor Program Ownership
- Own and govern the Creative Vendor Program (CVP) roster, ensuring agencies function as well-trained extensions of the AWS brand
- Develop vendor certification programs that establish clear brand standards, approval processes, and quality expectations — exploring how AI can streamline onboarding, compliance checks, and performance tracking
- Create vendor onboarding curricula and ongoing training to maintain brand consistency across external partners
- Establish vendor performance metrics and conduct regular reviews to ensure brand compliance and quality
- Serve as the primary relationship manager for strategic agency contacts within the CVP
Cross-Functional Influence & Stakeholder Management
- Build trusted advisor relationships with marketing, sales, and product leadership to influence brand activation decisions
- Proactively identify brand activation opportunities and risks across the organization
- Establish brand governance frameworks and approval processes that balance speed with consistency — designing systems where AI handles routine checks and humans focus on judgment calls
- Track brand compliance metrics, training effectiveness, and stakeholder adoption using data-driven dashboards and automated reporting - Translate brand strategy into practical activation guidance for diverse audiences and use cases
Enablement Content Strategy
- Partner with Brand Strategy and Creative Direction teams to translate brand guidelines into actionable, modern enablement materials — moving beyond static documents toward interactive, AI-powered brand resources
- Ensure enablement content reflects the latest brand standards, AI-assisted workflows, and production capabilities
- Create tiered enablement resources for different audience sophistication levels — from beginner to advanced — and champion formats that are fluid, searchable, and integrated into the tools people already use
About the team Why AWS
Amazon Web Services (AWS) is the world's most comprehensive and broadly adopted cloud platform. We pioneered cloud computing and never stopped innovating — that's why customers from the most successful startups to Global 500 companies trust our robust suite of products and services to power their businesses.
Diverse Experiences
Amazon values diverse experiences. Even if you do not meet all of the preferred qualifications and skills listed in the job description, we encourage candidates to apply. If your career is just starting, hasn't followed a traditional path, or includes alternative experiences, don't let it stop you from applying.
Work/Life Balance
We value work-life harmony. Achieving success at work should never come at the expense of sacrifices at home, which is why flexible work hours and arrangements are part of our culture. When we feel supported in the workplace and at home, there's nothing we can't achieve in the cloud.
Inclusive Team Culture
Here at AWS, it's in our nature to learn and be curious. Our employee-led affinity groups foster a culture of inclusion that empower us to be proud of our differences. Ongoing events and learning experiences, including our Conversations on Race and Ethnicity (CORE) and AmazeCon (gender diversity) conferences, inspire us to never stop embracing our uniqueness.
Mentorship and Career Growth
We're continuously raising our performance bar as we strive to become Earth's Best Employer. That's why you'll find endless knowledge-sharing, mentorship and other career-advancing resources here to help you develop into a better-rounded professional.
Basic Qualifications
- Experience working with and influencing senior level stakeholders
- 6+ years of experience in brand management, enablement, creative operations, or a related enterprise or agency role
- Proven track record designing and delivering brand training programs at scale, including playbooks, toolkits, and curricula for cross-functional audiences
- Deep understanding of brand systems and standards across formats, channels, and global markets, with experience managing agency and vendor programs
- Ability to adopt and champion new technology, including AI-assisted tools and automation, in a professional context
Preferred Qualifications
- Experience influencing multiple stakeholders and leading cross functional teams across geographies and business units
- In-house brand or enterprise background, ideally within a technology company, with familiarity working within brand systems including architecture, design systems, and naming guidance
- Hands-on experience with AI-assisted creative workflows and generative AI tools, with the ability to help non-technical teams adopt them; background in change management or L&D a plus
- Experience with creative vendor programs and brand compliance tracking, including certification frameworks, performance scorecards, and reporting on training effectiveness and stakeholder adoption
Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.
Los Angeles County applicants: Job duties for this position include: work safely and cooperatively with other employees, supervisors, and staff; adhere to standards of excellence despite stressful conditions; communicate effectively and respectfully with employees, supervisors, and staff to ensure exceptional customer service; and follow all federal, state, and local laws and Company policies. Criminal history may have a direct, adverse, and negative relationship with some of the material job duties of this position. These include the duties and responsibilities listed above, as well as the abilities to adhere to company policies, exercise sound judgment, effectively manage stress and work safely and respectfully with others, exhibit trustworthiness and professionalism, and safeguard business operations and the Company’s reputation. Pursuant to the Los Angeles County Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit https://amazon.jobs/content/en/how-we-hire/accommodations for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.
The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at https://amazon.jobs/en/benefits.
USA, CA, San Francisco - 155,400.00 - 210,300.00 USD annually USA, WA, Seattle - 141,000.00 - 190,700.00 USD annually