Principal Design Lead, AWS Brand & Creative

AWS is looking for a Principal Design Lead to serve as a design authority across our brand ecosystem. This is a senior individual contributor role focused on raising the bar for design quality, consistency, and strategic impact across everything we make, say, and do — from marketing campaigns and events to product experiences and developer touchpoints. You are a systems thinker with deep design craft, operating at the intersection of brand strategy, design systems, and production reality. You won’t manage a team — you will influence and collaborate with many of them. Your role is to raise the bar, champion coherence, and ensure our design language scales gracefully across AWS’s complex, multi-audience ecosystem. This role requires someone who can hold both the 30,000-foot strategic view and the pixel-level craft conversation simultaneously — moving fluidly between executive presentations, design reviews, production workflows, and hands-on creative direction.Key job responsibilitiesDesign System Leadership & Brand Coherence - Craft the strategic vision for the AWS design system – working collaboratively with leaders across marketing, product, events, and developer experiences to bring it to life. - Establish design principles, patterns, and governance that flex across diverse surface areas without becoming rigid or generic - Champion the “Make, Say, Do” framework — ensuring design consistency not just in what we create, but how we communicate and how our products behave Influence & Bar-Raising - Serve as the senior design voice in cross-functional forums, bringing clarity and craft to strategic conversations - Conduct design reviews and provide actionable, elevating feedback to teams across the organization — without owning their work directly - Influence creative direction across paid media, web, content, events, and product surfaces through expertise and relationships, not authority - Establish and evangelize quality benchmarks that push teams beyond “good enough” toward exceptional Cross-Organizational Influence & Collaboration - -- Provide design guidance and thought partnership to multiple teams spanning brand, marketing, product, and developer experience — without direct management authority - Build trust-based relationships with design, product, and engineering leaders to align on shared principles - Navigate ambiguity across a large, matrixed organization — identifying where design coherence matters most and investing influence accordingly - Partner with regional and global teams to ensure design standards translate effectively across geographies, languages, and cultural contexts Production-Aware Design - Ground design decisions in production reality — understanding constraints and opportunities across digital marketing, web platforms, video, print, events (re:Invent, Summits), and emerging channels - Advocate for scalable design solutions that work at velocity without sacrificing craft - Inform tooling, templates, and automation strategies that enable production teams to execute at brand standard Data-Informed Creative Excellence - Use data and performance insights to inform design decisions while balancing with high judgment and creative intuition - Define measurement frameworks for design effectiveness that go beyond click-through rates to include brand perception, consistency, and experience quality - Model how to interrogate data critically without letting it override creative conviction Basic qualifications- 8+ years of design experience- Demonstrated experience building or evolving design systems in complex, multi-product or multi-audience ecosystems (technology sector required)- Proven track record of influencing design quality and strategic outcomes across organizational boundaries without direct management authority- Deep expertise across brand design, marketing design, and product/UX design — with fluency in how these disciplines intersect- Portfolio demonstrating systems thinking, visual craft, and strategic design leadershipPreferred qualification - Experience in B2B, digital advertising, and ad-tech products/services- Track record in global brand programs with execution across multiple geographies and cultural contexts- Familiarity with design token systems, component libraries, and how brand systems integrate with engineering frameworks- Experience with data-informed design practices — A/B testing, brand tracking, experience metrics — balanced with high creative judgment- Understanding of AI-assisted design workflows and emerging production technologies- Experience influencing product design or developer experience design from a brand/marketing lens- Background in or strong affinity for cloud computing, infrastructure services, or developer toolsAmazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.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 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 .USA, WA, Seattle - 167,700.00 - 226,900.00 USD annually