Director of Brand Strategy and AI Innovation

At Snowflake, we are powering the era of the agentic enterprise. To usher in this new era, we seek AI-native thinkers across every function who are energized by the opportunity to reinvent how they work. You don’t just use tools; you possess an innate curiosity, treating AI as a high-trust collaborator that is core to how you solve problems and accelerate your impact. We look for low-ego individuals who thrive in dynamic and fast-moving environments and move with an experimental mindset — who rapidly test emerging capabilities to discover simpler, more powerful ways to deliver results. At Snowflake, your role isn't just to execute a function, but to help redefine the future of how work gets done. WHO WE ARE At Snowflake, we are powering the era of the agentic enterprise. Snowflake delivers the AI Data Cloud — a global network where thousands of organizations mobilize data with near-unlimited scale, concurrency, and performance. Inside the AI Data Cloud, organizations unite their siloed data, easily discover and securely share governed data, and execute diverse analytic workloads. Wherever data or users live, Snowflake delivers a single and seamless experience across multiple public clouds. Snowflake’s platform is the engine that powers and provides access to the AI Data Cloud, creating a platform for Data Engineering, Analytics, AI and Apps and Collaboration. Join Snowflake customers, partners, and data providers already taking their businesses to new frontiers in the AI Data Cloud. snowflake.com http://snowflake.com WHO YOU ARE We’re growing fast and looking for a Director of Brand Strategy and AI Innovation is the ultimate custodian and strategic architect of our brand’s identity, market positioning, and global footprint. Operating at the intersection of cultural storytelling and technological innovation, this role is responsible for defining the long-term brand approach and executing high-impact, integrated brand campaigns that drive measurable growth and awareness while caring for the operational needs of our department. In addition to traditional brand leadership, this role leads global brand education initiatives and pioneers our brand's evolution in the age of artificial intelligence. By managing a specialized AI Brand Architect, the Director will ensure our brand voice, guidelines, and visual identity are programmatically scaled, trained, and protected across all generative AI applications and automated workflows. We operate in a rapid-scale environment where the landscape changes daily. You will anticipate market shifts, redefine how we connect with our audience, and pioneer new creative frontiers ensuring that as we scale, our brand remains authentic, culturally relevant, and distinctively ours. This role reports to the VP of Brand Marketing and is part of the larger function that includes, Brand Design, Brand Content, Brand Video, Brand Voice, Customer Marketing, and Web Marketing. WHAT YOU’LL DO CORE BRAND STRATEGY & POSITIONING - Brand Roadmap: Develop and execute the multi-year strategy to increase brand equity, awareness, and market share across diverse segments. - Market Differentiation: Analyze market dynamics, competitor positioning, and consumer insights to help build a distinctive, defensible brand narrative that enhances product value propositions and accelerates market adoption. - Architecture and Guidelines: Modernize and govern the brand architecture, messaging frameworks, and visual identity guidelines, ensuring they remain highly relevant yet consistent worldwide. END-TO-END BRAND CAMPAIGNS - Campaign Architecture: Partner with cross-functional teams on the development, and launch of integrated campaigns across channels. - Creative Excellence: Partner with the internal creative team and external creative, and media partners to deliver breakthrough storytelling. - Measurement: Establish campaign KPIs (attribution, sentiment shifts, customer acquisition, and retention) to prove business impact. AI GOVERNANCE AND TECHNICAL BRAND ENGINEERING - Manage the AI Brand Architect: Direct technical talent tasked with building, fine-tuning, creating skills and deploying AI models and agents. - Drive AI Capability Development: Spearhead the creation of domain-specific AI solutions and autonomous workflows that eliminate operational bottlenecks, optimize team efficiencies, and exponentially scale departmental output. - Brand Guardrails: Translate brand guidelines into programmatic rules, training AI models to produce content that is automatically aligned with the brand's exact tone, style, and ethics. GLOBAL BRAND EDUCATION, ADVOCACY AND OPERATIONS - Manage the Brand Operations Manager: Direct dedicated operational talent responsible for scaling brand education globally, overseeing our Snowstore retail operations, and optimizing the end-to-end Brand Marketing budget and procurement processes. - Internal Literacy: Institutionalize a deep understanding of the brand’s core ethos, strategy, and positioning across the business, regional offices, and partner agencies. - AI Literacy Training: Design upskilling programs for the broader marketing team on how to effectively prompt and co-create using internal, brand-certified AI tools. WHAT YOU’LL BRING - 15+ years of marketing experience, with a minimum of 5 years leading brand strategy, market positioning, and large-scale, multi-channel brand campaigns. - Strong conceptual understanding of Generative AI, machine learning, and prompt engineering necessary to direct a technical AI Brand Architect. - Champion AI tool adoption, building hands-on proficiency, developing workflows, automations, and templates that drive repeatable efficiency at scale. - Strong work ethic with a high degree of technical acumen, creativity, and the ability to juggle multiple inputs from stakeholders against tight timelines. - Exceptional communication skills with the ability to pitch ideas, build relationships across the business, and both in