Senior Manager, Brand Strategy and Identity

Abbott • Chicago, IL

1d

About The Position

Abbott is seeking a strategic and highly collaborative brand leader to help bring our brand strategy to life across a complex, global product portfolio. As Senior Manager, Brand Strategy & Identity, you will play a critical role in operationalizing Abbott’s brand architecture, naming systems, and support our governance frameworks—ensuring clarity, consistency, and scalability across businesses, markets, and audiences. You will serve as a trusted partner to global business units, marketing leaders, legal, and agency partners, helping teams navigate strategic brand decisions with confidence while protecting and strengthening Abbott’s brand integrity. This role sits at the intersection of strategy and execution, translating high-level brand principles into practical, actionable systems that enable growth.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field
• 8+ years of experience in brand management, brand strategy, or marketing strategy
• Deep understanding of brand architecture, naming systems, and brand governance
• Strong project management, communication, and stakeholder-influencing skills
• Ability to balance strategic thinking with hands-on execution in a highly matrixed organization
• Advanced technical fluency in Microsoft 365 suite (expert-level PowerPoint, Excel, Word)

Nice To Haves

• Experience working with global brands and regulated industries strongly preferred

Responsibilities

• Brand architecture strategy and execution Define, maintain, and operationalize Abbott’s brand architecture principles across corporate, business unit, and product portfolios. Partner with business leaders to evaluate portfolio structures, sub-brand relationships, and brand integration strategies for new products and acquisitions.
• Naming and nomenclature leadership Lead end-to-end product naming workflows, including strategic evaluation, trademark screening, and linguistic validation, in close partnership with legal and marketing teams.
• Brand governance and alignment Serve as a key liaison between Corporate Brand and business-unit marketing teams. Establish and manage governance processes that ensure brand decisions align with Abbott’s standards while enabling speed, clarity, and scalability.
• Integration and transformation support Support brand integration efforts tied to acquisitions, portfolio shifts, and organizational change— ensuring seamless alignment with Abbott’s brand strategy and identity system
• Cross-functional collaboration Work closely with global marketing, legal, regulatory, and external agency partners to resolve complex brand strategy questions and bring clarity to ambiguous scenarios.
• Measurement and reporting Track and report on brand health, compliance, and adoption metrics, translating insights into clear recommendations for senior leadership.
• Insights and continuous improvement Monitor industry trends, competitive naming conventions, and emerging best practices to keep Abbott’s brand system modern, relevant, and effective. Identify opportunities to improve brand clarity, navigation, and portfolio performance.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level