Brand Communications Manager


ABB is a pioneering technology leader in electrification products, robotics and motion, industrial automation and power grids, serving customers in utilities, industry and transport & infrastructure globally. Continuing a history of innovation spanning more than 130 years, ABB today is writing the future of industrial digitalization with two clear value propositions: bringing electricity from any power plant to any plug and automating industries from natural resources to finished products. As title partner of Formula E, the fully electric international FIA motorsport class, ABB is pushing the boundaries of e-mobility to contribute to a sustainable future. ABB operates in more than 100 countries with about 135,000 employees.

Position Details

Brand Communications Manager
The Triangle
Cary, NC


ABB seeking a Brand Communications Manager for ABB’s North American Headquarters located in Cary, North Carolina. You will be responsible for implementing the global brand in the U.S. providing branding guidance and application for U.S. executives, strategic industries, strategic events, customer centers, buildings and brand migration and integration projects to drive brand awareness and brand strategy in the U.S. Additionally, you will also be responsible for developing corporate brand awareness and visual consistency in the region through design expertise, brand knowledge, training and governance.

Typical duties/responsibilities may include, but are not limited to, the following:

Brand Communications Manager U.S. (and North America (NAM)):

  • Provide branding guidance and application support for U.S. executives, U.S. corporate communications and U.S. country communicators
  • Lead implementation of global brand strategy in U.S. (and NAM) region
  • Brand ambassador for region to provide feedback and direction on new branding initiative both locally and globally, especially in Brand Excellence Meetings
  • Lead for ensuring the brand promise and digitalization branding experience are effectively rolled out and working in the region
  • Manage uniformity and consistency of the ABB brand among internal and external stakeholders through training, brand auditing, material development and graphic design
  • Responsible for brand implementation of executive leadership communication needs in US and North America
  • Assist in the development and refinement of uniform graphic standards and visual brand strategies in partnership with the global brand management team
  • Oversee and approve customer experience centers and 2020 workplace buildings for brand consistency and graphic support
  • Work with brand migration and integration teams to implement ABB brand across newly acquired businesses
  • Make creative decisions in a variety of applications within the ABB brand guidelines – able to make decision in ambiguous situations.
  • Support other ABB business and functions with branding advice as needed
  • Provide branding implementation help to vendors working with ABB brand

Marketing Creative Services Lead for ABB Customer World:

  • Lead marketing creative services team, developing branding and creative services strategy and communications plan for ABB Customer World digital conferences and live event 
  • Manage creative services team to successfully create and deliver the sales promotional tools, promotional collateral and event materials 
  • Manage programs effectively to ensure compliance with project deliverables, timelines and budget ($300K+) 
  • Adhere to established vendor management policies 
  • Ensure that all event materials and signage meet with and protect ABB’s corporate brand image and identity 
  • Develop style guides and ensure consistent and proper usage of ABB Customer World graphic elements 
  • Work with corporate branding, logistics team, and production company to ensure brand compliant stage sets for high profile events (Keynote sessions, press conference, CEO town hall, etc.) 
  • Support as necessary the on-site needs of the Customer Advisory Board meeting 
  • Attend required face-to-face team meetings and update teleconferences 
  • Monitor, measure and report any issues, barriers and opportunities

Basic Qualifications:

  • Bachelor’s degree and 5 years of experience with brand management, graphic design and marketing

Alternatively, this position could be staffed at a higher level meeting the following qualifications:

  • Bachelor’s degree and 8 years of experience with brand management, graphic design and marketing OR; 
  • Master’s degree and 6 years of experience with brand management, graphic design and marketing

Preferred qualifications:

  • Bachelor’s degree in Communication and a minimum 10 years of experience with brand management, graphics and marketing 
  • Knowledge of ABB and ABB branding highly preferred 
  • Proven skill set in Adobe Creative Suite (InDesign, Photoshop, Illustrator) 
  • Need to have a senior level understanding of creative services 
  • Superior planning, project management and analytical skills – on time, on budget 
  • Strong collaboration skills and ability to influence stakeholders across all levels and functions, from front-line teammates to senior management. 
  • Marketing savvy, creativity and forward thinking 
  • Strong written and verbal communication, a keen eye for detail 
  • Ability to prioritize tasks in high pressure environments 
  • Great judgment in ambiguous situations 
  • Experience working in a matrix organization 
  • Experience with global branding projects and new branding roll-out 
  • Experience with all phases of creative services from concept development through design execution 
  • Experience managing outside vendors, excellent at building relationships. 
  • Proven track record of brand management and implementation

« Back