Senior Manager, Brand Strategy and Identity

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 115,000 colleagues serve people in more than 160 countries.

Senior Manager, Brand Strategy & Identity

Abbott Park, IL or Chicago, IL (Willis Tower)

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.

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

Supportbrand 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.

Qualifications

• 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

• Experience working with global brands and regulated industries strongly preferred

• 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)

The base pay for this position is $129,300.00 – $258,700.00. In specific locations, the pay range may vary from the range posted.

• brand architecture
• naming systems
• brand governance
• product naming
• trademark screening
• linguistic validation
• brand integration
• portfolio management
• project management
• stakeholder management
• strategic thinking
• communication skills
• microsoft 365
• powerpoint
• excel
• word
• brand health reporting
• compliance tracking
• market trend analysis
• organizational change management