Director, Brand Activation

Equinix is the world’s digital infrastructure company®, shortening the path to connectivity to enable the innovations that enrich our work, life and planet.

• What you will do
• Brand activation across Global Marketing
• Be the single point of accountability for how the Equinix brand shows up across the whole marketing organization, and the person every team goes to when they need the brand to work harder for them
• Translate brand strategy into activation plans that Web, Social, Paid Media, and Thought Leadership can execute, and set the brand standards each of those teams builds from
• Make sure demand and product campaigns carry the brand as well as the offer, partnering with Revenue Marketing and Product Marketing from the brief rather than at the final review
• Bring consistency to field and partner activation in every region, giving regional teams the standards, assets, and judgment they need to adapt the brand locally without fragmenting it
• Lead brand activation at events, including Connect (our global sales kickoff), flagship industry and customer events, and the partner and field events that carry our brand into the market, in partnership with Global Events
• Partner with Communications on brand narrative, including the company’s position on data centers and the communities they operate in
• Do all of this through standards, partnership, and influence. You set how the brand works; the channel, campaign, field, and events teams run their own programs
• Agency and resource management
• Own the brand agency roster, contractor pool, and associated budget as one portfolio: selection, scoping, briefing, performance, and spend
• Direct agency work so that external partners deliver to brand standards and to the priorities of the organization, not team by team or region by region
• AI agents and the brand operating model
• Design, deploy, and manage the AI agents that run the brand’s day to day operations: request intake and triage, brand review and compliance checks, asset and template retrieval, and first drafts of routine creative and copy
• Own the self service operating model that lets teams across Equinix create on brand work through agents and templates rather than routing every request through a central creative team
• Set the guardrails: what agents can approve on their own, what routes to a human, and how brand standards are encoded so the agents enforce them consistently
• Measure and improve the model: request volume, turnaround, review accuracy, and adoption across teams, and retire what is not working
• Partner with Marketing Ops and IT on tooling, data, and governance so brand agents fit the broader Marketing AI stack rather than sitting beside it
• Brand naming and trademark
• Own brand naming for Equinix: product and service names, program and initiative names, and internal naming requests, running a clear process with Product Marketing and Legal
• Manage the trademark portfolio with Legal, including clearance, filings, renewals, and enforcement of brand usage
• Company store and brand merchandise
• Own the Equinix company store end to end: assortment and design, vendor and fulfillment management, quality, and the way merchandise reflects the brand
• Brand governance
• Maintain and evolve brand standards, messaging governance, and the tools and templates that keep the brand consistent at scale
• Be the person people come to when something is off brand, and the person who makes it easy to get it right

• What you bring
• 10 or more years in brand, creative, or integrated marketing, including several years leading brand execution for a global B2B company. Technology or infrastructure experience is a plus, not a requirement
• A track record of activating a brand across the full marketing mix: owned and paid channels, demand…