Amazon Gaming is hiring a bold, creatively Global Brand Lead to build, shape, and scale the Luna brand from the ground up. This is not a brand maintenance role, this is a brand creation role. You will be the architect of a brand that defines what gaming means at Amazon, establishing the brand identity, voice, visual language, and emotional connection that resonates with players around the world.
The ideal candidate has a proven track record of building brands from scratch, not inheriting established playbooks, but writing them. You thrive in ambiguity, see white space as opportunity, and have the creative instincts and strategic rigor to transform a nascent brand into a cultural force. You are equal parts storyteller and disciplined brand strategist, with the ability to inspire creative teams, challenge conventions, and rally an organization around a shared brand vision.
Key job responsibilities
- Build the Amazon Luna brand from the ground up, defining the brand purpose, positioning, personality, architecture, and visual identity system
- Build, lead, and inspire a high-performing global brand team, attracting top creative and strategic talent who are passionate about gaming and brand-building.
- Develop and codify brand pillars, brand guidelines, and a brand book that serves as the single source of truth for how Luna shows up in the world.
- Create a brand architecture framework that clearly defines the relationship between the master brand and individual title brands, sub-brands, and services, ensuring coherence without constraining creative expression.
- Lead the development of the brand's tone of voice, messaging hierarchy, and storytelling framework, ensuring it is authentic to gaming culture and differentiated from competitors.
- Champion a "brand-first" mindset across the organization, educating stakeholders on the long-term value of brand investment and ensuring brand considerations are embedded in every marketing decision.
- Establish the brand health measurement framework for Luna, defining baseline metrics, setting targets, and building dashboards that track brand awareness, consideration, preference, and sentiment across key markets.
- Develop and implement brand tracking studies in partnership with research and insights teams, ensuring the organization has a clear, data-backed understanding of how the brand is perceived.
- Lead the development and execution of global brand campaigns, from strategic brief through creative development, production, and multi-market rollout.
- Collaborate with Games Marketing teams to drive experiential and event-based brand activations (Summer Games Fest, Gamescom, TwitchCon, etc) that bring the brand to life in physical and digital spaces.
- 8+ years of professional non-internship marketing experience
- Experience managing teams
- Experience using data and metrics to drive improvements
- Experience driving direction and alignment with
cross-functional teams
- Demonstrated experience building a brand from scratch or leading a major rebrand/brand transformation, not just managing an established brand, but creating one.
- Experience owning a global brand and driving aggressive brand awareness and growth goals
- Experience in the gaming or interactive entertainment industry with a deep understanding of gaming culture, communities, and player motivations.
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.
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, Culver City - 187,000.00 - 252,900.00
USD annually
USA, WA, Seattle - 187,000.00 - 252,900.00
USD annually