Senior Manager Brand Strategy

UL Solutions•Northbrook, IL

2d•Hybrid

About The Position

We are looking for a strategic storyteller who explores the intersections of marketing, branding, and creative partnerships. The Senior Manager, Brand Strategy evolves and advocates for UL Solutions brand strategy to power go‑to‑market effectiveness. This role establishes the brand positioning, narrative architecture, and portfolio storytelling framework are aligned with business strategy and deeply embedded in how we take our solutions to market— ensuring UL Solutions shows up with clarity, consistency, and differentiation across markets, industries, and customer touchpoints. Operating at the intersection of Brand Experience, Growth & Business Marketing, and the broader Commercial Excellence team, this role enables GTM motions that are brand-led, coherent, and commercially impactful. The Senior Manager also provides strategic leadership for global brand storytelling and content strategy, ensuring narratives scale effectively across channels while preserving Masterbrand integrity. Reporting to Vice President, Brand Experience, this role serves as strategic connective tissue between GTM teams, including Brand Experience (strategy, activation, digital, operations); Growth & Business Marketing (field, product, solutions marketing), more broadly across Commercial Excellence (sales enablement, GTM motions, market execution), and beyond, to ensure execution is brand-led, coherent, and differentiated.

Requirements

Bachelor’s degree in marketing, business, communications, or a related field
Proven B2B brand builder with 9–11 years of experience in brand strategy, positioning, narrative development, or enterprise marketing
Experienced storyteller and content strategist operating across brand, portfolio, and GTM strategy in a complex or global organization preferred
Proven ability to drive change through influence with focus on driving strategic integration across teams, rather than executional delivery
Influences without authority across a complex, matrixed organization
Demonstrated success in delivering results in a fluid, fast-changing environment
Enterprise-level strategic thinking and synthesis
Expert brand positioning, storytelling, and narrative design
Strong executive presence and ability to influence without authority
Deep understanding of how brand connects to GTM performance
Strong collaboration skills across matrixed, cross-functional teams
Ability to translate complexity into clear, actionable strategic guidance
Strong command of visual, verbal and strategic brand identity elements
Ability to work in a matrix environment
Demonstrated skill in team management

Responsibilities

Lead the definition and evolution of Masterbrand positioning, value propositions, and strategic messaging frameworks
Establish clear articulation of who UL Solutions is, what we stand for, and why it matters across customers, industries, and routes to market
Ensure brand strategy supports business priorities, portfolio evolution, and long-term growth platforms
Own enterprise narrative architecture, including masterbrand, portfolio, and solution-level storytelling frameworks
Partner closely with Product Marketing and Solutions Marketing to align solution narratives to the masterbrand, clarify differentiation in competitive and regulated markets, enable consistent GTM storytelling across sales, marketing, and content, and provide strategic guidance that enables Field Marketing to localize and activate stories without fragmenting the brand
Embed brand strategy into GTM motions across Growth & Business Marketing and the broader Commercial Excellence organization
Provide strategic inputs that inform campaigns, sales enablement narratives, and thought leadership
Ensure GTM execution reflects a single, unified enterprise story
Define enterprise storytelling priorities and narrative guardrails that guide content, campaigns, and experiences
Establish alignment across Brand Activation & Customer Experience, Digital Experience (UL.com and customer portals), Marketing Operations and Creative Operations
Ensure consistency in how brand narratives travel across owned, paid, and earned channels
Provide strategic leadership and prioritization for global brand storytelling efforts
Directly manage and mentor a Content Strategist, setting narrative direction, scope, and priorities
Ensure storytelling and content strategies are grounded in brand objectives, audience insight, and GTM needs
Lead brand strategy governance in partnership with Creative Ops and Marketing Ops
Develop strategic brand frameworks, playbooks, and guidance that enable scalable execution
Support internal brand education and ambassador efforts across Commercial Excellence
Lead strategic brand and market research to understand brand health, relevance, and differentiation
Translate insights into clear, executive-ready implications for brand, marketing, and commercial leadership
Inform the long-term brand and narrative roadmap in support of enterprise and GTM evolution