Responsibilities

• Own and evolve the Lenovo visual identity system, including logo usage, typography, color, photography, iconography, and motion principles across all business units and sub-brands.
• Maintain, update, and scale a comprehensive design system and brand toolkit that empowers teams globally to produce on-brand work with speed and confidence.
• Partner with internal creative teams and external agencies to ensure the design language stays modern, distinctive, and consistently applied across product, packaging, digital, retail, and experiential touchpoints.
• Define and manage the brand architecture framework, clarifying the relationship between the Lenovo masterbrand, sub-brands, product lines, and endorsed entities.
• Define and codify the Lenovo brand voice, tone, and messaging principles, creating clear guidelines that flex across audiences, channels, and regions while maintaining a unified personality.
• Develop naming conventions, tagline frameworks, and editorial standards that strengthen brand recognition and clarity across the portfolio.
• Build and maintain a brand language toolkit, including writing samples, do/don’t examples, and AI-ready prompt libraries that help teams produce on-voice content at scale.
• Establish and lead the brand governance model, including review processes, approval workflows, and escalation paths for brand usage across global markets and business groups.
• Create and manage a centralized brand guidelines platform (digital brand center) that serves as the single source of truth for all brand assets, templates, and standards.
• Conduct regular brand audits across channels, regions, and partner activations to identify inconsistencies and drive corrective action.

Requirements

• 10+ years of experience in brand strategy, brand identity, design management, or related brand leadership roles.
• Proven track record building or managing brand identity systems, design systems, or brand governance programs at a global, multi-market scale.
• Deep fluency in visual design, verbal identity, and brand architecture, with the ability to evaluate and direct creative work at a high level of craft.
• Strong analytical skills and familiarity with brand health tracking methodologies, with the ability to translate data into strategic recommendations.
• Demonstrated success partnering across global, cross-functional teams, with experience working in or closely with design, creative, and product organizations.
• Excellent communication, presentation, and stakeholder management skills, with the ability to influence at all levels of the organization.
• Experience managing relationships with design agencies, brand consultancies, or in-house creative studios.

Preferred

• Experience with brand governance at a technology company or similarly complex, multi-segment organization.
• Familiarity with digital asset management (DAM) platforms and brand management tools.
• Understanding of generative AI tools and their implications for brand consistency and content production at scale.
• Background in design or creative direction is a strong plus.