IBM · 17 hours ago
Global Creative Director, Brand Identity
New York, United States
Full-time
Hybrid
Director/Executive
12+ years expIBM is seeking a Global Creative Director to lead Brand Identity and Systems Design within IBM Marketing and Communications. The role focuses on shaping the brand expression at enterprise scale, bridging brand strategy, product design, marketing, and technology innovation to enhance IBM's design language and visual identity.
Business DevelopmentBusiness Information SystemsCRMData ManagementFoundational AISoftware
Responsibilities
Partner with executive leadership and corporate brand strategy to shape IBM's brand architecture across the enterprise
Lead brand system evolution for IBM's Design Language, acquisitions, and emerging products
Translate business objectives into actionable brand design strategies that drive measurable outcomes
Serve as a primary design voice in senior stakeholder conversations
Build and nurture design guilds as forums for collaboration and problem-solving
Foster experimentation, knowledge-sharing, and continuous learning across the global design community
Architect comprehensive brand design systems enabling consistent, high-quality work across IBM
Oversee IBM Brand Center, IBM Design Language, and Experience Guides as living platforms
Develop templates, toolkits, component libraries, and automation making excellence accessible
Create governance frameworks balancing consistency with flexibility
Define quality in AI-augmented workflows. Set standards for when AI outputs are appropriate versus when traditional craft is essential
Pilot new tools and scale what proves valuable, while preserving brand integrity
Be explicit about transparency, rights and ethics, accessibility, and human creativity's central role. Build systems and principles that enable responsible innovation
Invest in skill building. Develop competencies in prompt engineering, tool evaluation, model training, output refinement
Measure holistically--track efficiency gains, asset performance, team satisfaction, and workflow transformation
Lead and develop a distributed team spanning multiple design specialties
Build cohesive team dynamics across geographies while optimizing for individual growth
Provide coaching, mentorship, and clear expectations enabling excellence
Navigate organizational change while maintaining team morale and operational stability
Maintain relationships with IBM Design, IBM.com, product content teams, and external partners
Collaborate with agencies ensuring brand consistency across channels
Engage with technology teams to build custom tools, plugins, and platforms enhancing design capabilities
Manage always-on programs: iconography, logotypes, merchandise, stationery, templates, and digital assets
Oversee resource allocation, budget management, and partner relationships
Drive awards submissions and PR initiatives elevating IBM external profile in the design community
Qualification
Required
12+ years in brand design, identity systems, or creative leadership
5+ years managing large, distributed creative teams with proven talent development
Track record architecting and scaling design systems for global, complex organizations
Portfolio showcasing systems thinking, brand strategy, and multi-channel execution
Experience at the intersection of brand, product, and technology
Leaders are expected to spend time with their teams and clients and therefore are generally expected to be in the workplace a minimum of three days a week, subject to business needs
Advanced Figma proficiency: component libraries, variants, automation, plugin development
Hands-on experience with generative AI tools and prompt engineering for visual design
Expert proficiency in Adobe Creative Suite, Microsoft PowerPoint, and Keynote
Exceptional systems thinking: seeing patterns, identifying consolidation opportunities, architecting scalable solutions
Experience translating business strategy into design strategy and articulating design ROI
Track record influencing executives and managing complex stakeholder relationships
Ability to balance brand consistency with flexibility and innovation
Outstanding presentation and storytelling skills; clarity and impact in complex communications
Diplomatic relationship-building across organizational levels
Courageous, principled decision-making on behalf of the brand
Growth mindset with commitment to continuous learning
Optimistic, steady presence inspiring teams through uncertainty
Preferred
Master's Degree
Understanding of design operations, digital asset management systems, and workflows enabling large-scale production
Familiarity with design systems (Carbon), data visualization, and product UI/UX
Comfort with code-adjacent work and developer collaboration
Experience with brand architecture challenges including M&A integration
Company
IBM
IBM is an IT technology and consulting firm providing computer hardware, software, infrastructure, and hosting services.
10001+ employees
H1B Sponsorship
IBM has a track record of offering H1B sponsorships. Please note that this does not
guarantee sponsorship for this specific role. Below presents additional info for your
reference. (Data Powered by US Department of Labor)
Distribution of Different Job Fields Receiving Sponsorship
Represents job field similar to this job
Trends of Total Sponsorships
2025 (3032)
2024 (3301)
2023 (2160)
2022 (1809)
2021 (1157)
2020 (2669)
Funding
Current Stage
Public CompanyTotal Funding
unknown2011-01-14IPO
Leadership Team
Alain Bénichou
Chief Executive Officer, IBM Greater China Group
Alex Yang
CTO and Chief Architect
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