Brand Identity Group Manager

General Motors

53d•Hybrid

About The Position

Brand Identity Group Manager The Brand Identity Group resides in Vehicle OS under Human Interface Design; this is where GM’s UX becomes real inside the digital cabin. As vehicles articulate software-defined experiences, the way a brand communicates visually, narratively, and emotionally through screens becomes just as critical as its physical expression. This team shapes the foundational brand DNA that guides UX designers, informs product decisions, and connects GM’s physical studio vision to digital reality. As the Brand Identity Group Manager, you’ll lead a multidisciplinary team responsible for crafting the brand narratives, visual communication, strategic storytelling, and brand-specific content that bring each GM marque to life. You’ll partner deeply with Cadillac, Chevrolet, GMC, Buick, and emerging brands to ensure their identity is expressed with clarity and precision across vehicle generations. Your team will create executive presentations, brand DNA guides, UX brand direction, high-fidelity visuals, and brand-specific content documentation that align product, studio, and leadership around a clear north star driven by storytelling. Our culture is collaborative, studio-driven, and deeply invested in craft. We expect leaders who can guide designers beyond surface aesthetics into meaning, identity, and narrative logic. The ideal candidate is hands on and knowledgeable about the craft and work itself in addition to thriving as a people leader. This group thrives on curiosity, cross-disciplinary collaboration, and the belief that brand identity is not mere ornamentation. We’re looking for someone who understands brand at a strategic level, who brings taste and rigor, and who can elevate the work with both artistry and operational clarity. This is not a maintenance or marketing role; it’s a leadership position shaping how GM’s brands express themselves in every interaction a driver sees and feels. The right leader will understand this is a long-term responsibility with a lasting impact on GM’s future.

Requirements

10+ years of professional experience in UX Design and or Branding and or Communication Design
A portfolio of work that showcases your ability to tell stories through your visual craft. You must be able to create in addition to leading the team, lead by example.
Self-starter with strong autonomy. You’re comfortable identifying problem areas, tackling them independently, and sharing your findings. You create clarity rather than waiting for it to be provided.
Deep understanding of human interface design best practices. You can iterate quickly, form a clear design point of view, and navigate cross-functional feedback.
You can sell visuals, you can craft a narrative, you are highly descriptive to communicate and convey why one image works over another. You are willed to champion a brand and can back it up with clear discernible examples, not opinions.
Strong design sensibility, passion for brand, love for cars. You love the process of design but understand the best brand and UX results utilize restraint and balance.
High comfort level with technical complexity. You pick up new terminology quickly and have experience working with engineers, product managers, and other partners to understand requirements and functionality.

Nice To Haves

3+ years of professional experience as a people leader of a team
Examples of implemented global brand executions and how and why they differ
Branded systems, principles and rules established and launched as guidelines
Experience designing content for non-traditional interfaces (e.g., automotive, voice, or wearable devices)

Responsibilities

Build and Curate the Identity Team Scale, onboard, mentor and grow this team into a trusted team of experts instilling repeatable, achievable and successful practices.
Brand Identity You make brand identity actionable across UX, you are deeply aligned with branded car studios intent, you are our UX brand strategists.
UX Brand Strategy Articulate, Craft and own the UX branded strategy side by side with your team.

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