Director, Brand Activation

Who are we?

Job Summary

Equinix is the world's digital infrastructure company, and the brand has to work as hard as the business does. This role is where brand strategy becomes something people can see: in our channels, at our events, in our product names, on our merchandise, and in the way our agencies and partners bring the brand to life.

The Director, Brand Activation owns how the Equinix brand is executed and activated across all of Global Marketing. You will be the connective tissue across the whole organization: Web, Social, Paid Media, and Thought Leadership, and equally the demand campaigns, the field and partner programs in every region, and the events where customers meet us in person. Wherever the brand shows up, you set the standards the work is built from and make sure it adds up to one company.

You will manage our external creative and brand resources as a single portfolio, build and run the AI agents that handle brand intake, review, and operational work, own brand naming and trademark management, run the company store, and lead how the brand shows up at events.

This is a senior individual contributor role with a wide remit and real authority. It suits someone who has led brand or creative teams and now wants to lead through standards, partners, and influence rather than headcount. You will report to the Sr. Director, Brand, and work daily with peers across the Brand & Digital pillar, Revenue Marketing, Field & Partner Marketing, Global Events, Product Marketing, Communications, and Legal.

Responsibilities

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

Qualifications

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 campaigns, field and regional programs, and live events. You have done this with teams that do not report to you
• Hands on experience managing agencies and external creative resources, including scoping, budgets, and holding partners to a standard
• Experience with naming and trademark work, or the judgment to run it well with Legal as a partner
• Hands on experience deploying AI agents or AI enabled workflows in a marketing or creative function, and a clear point of view on where they belong and where they do not. You do not need to build them yourself, but you need to be able to specify, govern, and improve them
• Strong taste and strong process. You care whether the work is good and whether it shipped on time, and you can tell the difference between the two
• The ability to influence peers and senior stakeholders without positional authority, and to say no in a way that keeps the relationship
• Experience working with regional or field marketing teams, and with corporate communications, is a strong plus

The targeted pay range for this position in the following location is / locations are:

United States - Dallas Infomart Office DAI : 177,000 - 265,000 USD / Annual

United States - Denver Office DEO : 177,000 - 265,000 USD / Annual

United States - Tampa Office TAO : 177,000 - 265,000 USD / Annual

Canada - Toronto Office TRO : 154,000 - 232,000 CAD / Annual

Our pay ranges reflect the minimum and maximum target for new hire pay for the full-time position determined by role, level, and location.The pay range shown is based on our compensation structure in place at the time of posting and may be updated periodically based on business needs. Individual pay is based on additional factors including job-related skills, experience, and relevant education and/or training.

The targeted pay range listed reflects the base pay only and does not include bonus, equity, or benefits. Employees are eligible for bonus, and equity may be offered depending on the position.

Equinix Benefits

As an employee, you become important to Equinix's success. We ensure all your benefits are in line with our core values: competitive, inclusive, sustainable, connected and efficient. We keep them competitive within the current marketplace to ensure we're providing you with the best package possible. So, wherever you are in your career and life, you'll be able to enhance your experience and bring your whole self to work.

Employee Assistance Program: An Employee Assistance program is available to all employees.

Equinix is committed to ensuring that our employment process is open to all individuals, including those with a disability. If you are a qualified candidate and need assistance or an accommodation, please let us know by completing this form.

Equinix is an Equal Employment Opportunity and, in the U.S., an Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to unlawful consideration of race, color, religion, creed, national or ethnic origin, ancestry, place of birth, citizenship, sex, pregnancy / childbirth or related medical conditions, sexual orientation, gender identity or expression, marital or domestic partnership status, age, veteran or military status, physical or mental disability, medical condition, genetic information, political / organizational affiliation, status as a victim or family member of a victim of crime or abuse, or any other status protected by applicable law.

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