Own and evolve the Lenovo visual identity system and brand toolkit across business units.
Must-have: 10+ years leading global brand identity or design systems.
Standout: Cross-functional leadership bridging US and China teams on brand direction.

Job Description

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.

Lenovo

3.9 Glassdoor

Lenovo is a US$69 billion revenue global technology powerhouse, ranked #196 in the Fortune Global 500, and serving millions of customers every day in 180 markets. Focused on a bold vision to deliver Smarter Technology for All, Lenovo has built on its success as the world’s largest PC company with a full-stack portfolio of AI-enabled, AI-ready, and AI-optimized devices (PCs, workstations, smartphones, tablets), infrastructure (server, storage, edge, high performance computing and software defined infrastructure), software, solutions, and services. Lenovo’s continued investment in world-changing innovation is building a more equitable, trustworthy, and smarter future for everyone, everywhere. Lenovo is listed on the Hong Kong stock exchange under Lenovo Group Limited (HKSE: 992) (ADR: LNVGY). To find out more visit https://www.lenovo.com, and read about the latest news via our StoryHub at https://news.lenovo.com/.To learn more about our career opportunities, visit our careers page at http://jobs.lenovo.com/.

Founded in 1984

Morrisville, North Carolina, USA

45K employees (2,969 in marketing)

www.lenovo.com

79% recommend to a friend

86% CEO approval