Manager, Brand Migration

What You Will Do 

As the Manager, Brand Migration, you will lead the end-to-end migration of a current business brands to a new business brand in a market. You will drive the planning, governance, execution and adoption of effective brand migration strategies across all customer, employee, marketing and partner touchpoints to ensure a seamless, consistent and compliant brand experience. 

This role serves as the central orchestrator across Marketing, Communications, Sales, Digital, Operations, Facilities, Legal, Procurement in the local market to successfully implement the brand migration.  

You will develop the most impactful migration plan, establish a project stakeholder team and project management workflows and progress reporting while solving for clear brand standards and guidance to steer the execution of the brand migration across physical and digital brand touchpoints while minimizing business disruption and protecting brand equity. 

How You Will Do It 

Brand Migration Strategy & Planning 

• Lead development of comprehensive brand migration plan, stakeholder map and project management approach  

• Define migration scope, priorities, milestones, dependencies and success metrics. 

• Conduct brand audits and gap assessments across the brand touchpoints. 

• Develop phased implementation roadmaps balancing customer impact, cost and operational considerations. 

• Establish governance models, decision-making frameworks and executive reporting processes. 

Global Program Management 

• Manage large-scale, cross-functional brand migration effort in local market from planning through completion. 

• Coordinate local stakeholders to ensure consistent execution. 

• Identify and mitigate project risks, resource constraints and business continuity challenges. 

• Track implementation progress and provide regular updates to senior leadership. 

• Manage migration budgets, vendor relationships and implementation schedules. 

Brand Identity Implementation 

• Develop required brand standards and templates for key applications such as fleet, marketing collateral, uniforms and more  

• Ensure adherence to brand standards and migration messaging frameworks and visual identity standards. 

• Partner with creative, communications, digital, marketing and business teams to align on brand templates and standards  

• Maintain quality control and brand compliance throughout the migration process. 

Physical Brand Touchpoint Conversion 

• Lead conversion of physical brand assets including:  

• Customer and office signage 

• Service vehicle and fleet branding 

• Tradeshow and event materials 

• Uniforms and apparel 

• Promotional merchandise 

• Coordinate with facilities, procurement, operations and external suppliers to execute the migration efficiently. 

Digital Brand Transformation 

• Oversee migration of digital assets and experiences including:  

• Websites and microsites 

• Social media channels 

• Digital advertising assets 

• Marketing automation platforms 

• Customer portals 

• Email templates and signatures 

• Digital sales tools 

• Content libraries and asset management systems 

• Partner with Digital Marketing and IT teams to ensure seamless customer experiences during migration. 

Sales & Customer Enablement 

• Lead the migration of customer-facing sales and marketing materials. 

• Develop migration communication plans for customers, partners and distributors. 

• Ensure continuity of customer engagement and market presence during transition periods. 

• Create sales enablement resources, FAQs and training materials to support field teams. 

• Partner with Commercial and Product Marketing teams to align messaging and market positioning. 

Stakeholder Engagement & Change Management 

• Build alignment across senior leadership and key stakeholder groups. 

• Collaborate with employee communications lead to develop comprehensive change management programs. 

• Train and educate stakeholders on new brand standards, processes and implementation requirements. 

• Serve as a trusted advisor on brand migration best practices and risk mitigation. 

• Drive employee understanding and adoption of the new brand identity. 

Measurement & Optimization 

• Define and monitor migration KPIs and performance metrics. 

• Track conversion progress, compliance rates and implementation effectiveness. 

• Measure stakeholder adoption and customer experience impacts. 

• Identify opportunities for process improvements and operational efficiencies. 

• Document best practices and lessons learned for future brand transitions. 

What We Look For 

Required Qualifications 

• Bachelor's degree in Marketing, Brand Management, Communications, Business Administration or related field. 

• Minimum 7+ years of experience in brand management, marketing operations, communications or program management. 

• Demonstrated experience leading complex rebranding initiatives. 

• Experience managing large-scale, cross-functional projects with multiple stakeholders  

• Strong understanding of brand governance, identity systems and marketing operations. 

• Experience overseeing implementation across both physical and digital brand touchpoints. 

• Strong project management, organizational and execution skills. 

• Exceptional communication, presentation and stakeholder management capabilities. 

• Ability to influence without direct authority and drive alignment across diverse teams. 

• Proficiency with project management and collaboration tools. 

Preferred Qualifications 

• Experience within B2B, technology, industrial, building solutions or manufacturing organizations. 

• Experience supporting corporate brand transformations. 

• Knowledge of facilities branding, environmental graphics, signage programs or fleet branding implementation. 

• Experience with global website migrations, digital transformation initiatives or customer experience programs. 

• Project Management Professional (PMP) or equivalent certification. 

• Experience managing external agencies, production partners and implementation vendors. 

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