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Principal Design Lead, AWS Brand & Creative

Amazon - Seattle, Washington, USA

Posted May 21, 2026

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About this role

Principal Design Lead, AWS Brand & Creative Seattle, Washington, USA 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 responsibilities Design 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

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