Brand Architecture Lead

This role requires a strategic professional who collaborates effectively with cross-functional teams to protect brand integrity and enable business growth.

• Develop strategic naming conventions and frameworks for new product launches, services, and platforms to maintain portfolio naming consistency and build Nokia Masterbrand.
• Lead brand integration planning for mergers and acquisitions, creating detailed migration roadmaps, transition plans and drive on-brand implementation.
• Advise business leads and product owners on the long-term impact of architectural choices on brand equity and market perception.
• Establish and enforce decision-making criteria to determine when to leverage the master brand versus creating or adopting a new sub-brand.
• Design brand identity systems that clearly differentiate various tiers of the Masterbrand hierarchy, maintaining a cohesive corporate identity.
• Conduct regular portfolio audits and rationalization exercises to identify opportunities for brand consolidation or retirement.
• Manage and update the global brand architecture playbook, ensuring that it is a clear guide for navigating the brand ecosystem.
• Monitor competitive brand structures and market shifts to ensure the organization's architecture remains scalable and future-proof.
• Continuously develop AI competencies, proactively apply AI tools to enhance role efficiency and effectiveness, and contribute to the strategic adoption of AI within organisational processes.

Key interfaces

• Broader Communications and Marketing teams incl. Product Marketing
• People team
• Business Segments
• Agencies
• Legal

You must have:

• 5+ years of experience in senior brand strategy or brand management roles.
• Proven record of building and scaling brands globally, ideally in tech or fast-growth, innovation-driven industries.
• Demonstrable track record designing and implementing brand architecture models.
• Built business cases for architecture decisions, linking brand structure to revenue and growth strategy.
• Steered brand architecture strategy through M&A, rebrand, or major organisational change
• Led brand portfolio reviews: rationalising, consolidating, or restructuring brand families.
• Defined naming conventions, brand hierarchies, and sub-brand relationships at an enterprise level
• Developed brand architecture guidelines and governance frameworks adopted across the business.
• Partnered with strategy, legal, and commercial teams on brand decisions.
• Delivered large-scale brand migration and transition plans on time and on budget.
• Presented and gained senior stakeholder approval on architecture strategy and migration roadmaps.
• Worked in complex, multi-brand or multi-product organisations
• Experience balancing brand protection with commercial objectives to reflect business priorities
• Outstanding communication and presentation skills, with strong attention to detail.

It would be beneficial if you also had:

• MBA or advanced degree in Marketing, Business, or a related field.
• Experience working in a B2B2C or hybrid B2B/B2C environment.
• Multilingual capabilities and/or experience working across multiple geographies and cultures.
• Comfortable in high-pressure, fast-paced environments.