Manager, Brand Identity & Systems

任职要求

<p>Key Responsibilities</p><p>1. Visual Identity System &amp; Creative Direction</p><ul><li>Partner with a top-tier creative agency to translate brand strategy and develop a comprehensive VI system from the ground up: logo architecture, motif language, color system, typography, iconography, photography and film direction, and spatial/digital applications.</li><li>Serve as the brand’s creative authority in agency engagements — maintaining a sharp point of view on brand aesthetic quality, pushing back where necessary, and ensuring strategic intent is never lost in execution.</li><li>Define clear standards for what is on-brand and off-brand, and establish a principled exception framework: what can flex, what cannot, and under what conditions.</li><li>Lead internal creative reviews and stakeholder alignment sessions — structuring options clearly and creating the conditions for confident, timely decisions by senior leadership.</li></ul><p><br></p><p>2. Brand Governance &amp; Global Implementation</p><ul><li>Build and run Trip.com’s global brand governance system: review and approval processes, quality standards, escalation paths, and compliance mechanisms across regions and functions.</li><li>Design the implementation strategy for brand adoption — recognizing that governance without influence fails. This means building buy-in, not just writing rules.</li><li>Develop brand guidelines, do’s and don’ts, and decision trees that global teams can navigate without constant escalation — while maintaining brand quality.</li><li>Act as the final arbiter of brand compliance for global creative output, and partner with Regional Brand leads to ensure local market execution holds to brand standards.</li></ul><p><br></p><p>3. AI Governance for Brand</p><ul><li>Build Trip.com’s AI brand governance framework from scratch — a first-of-its-kind initiative that defines the standards, rules, and processes for AI-generated brand content across the organization.</li><li>Translate the brand system into AI-ready inputs: prompt frameworks, style training guidance, quality evaluation criteria, and guardrails for AI-assisted creative workflows.</li><li>Work closely with Product and Technology teams to integrate brand governance into AI tooling and creative pipelines — ensuring that scale does not come at the cost of brand integrity.</li><li>Stay ahead of the evolving AI creative landscape and continuously refine the governance framework as tools, capabilities, and use cases develop.</li></ul><p><br></p><p>4. Global Creative Asset Development</p><ul><li>Lead the development of global campaign and brand assets — video, still imagery, motion, and digital — in partnership with creative agencies and production partners.</li><li>Manage agency relationships end-to-end: briefing, creative direction, feedback, production oversight, and final delivery.</li><li>Build and maintain the Trip.com Brand Toolkit: a centralized, always-current library of brand assets, templates, and operational resources — increasingly powered by AI-assisted workflows.</li><li>Ensure global assets are structured for regional adaptation without diluting brand integrity.</li></ul><p><br></p><p>Experience &amp; Background</p><ul><li>8+ years in brand management, brand strategy, or brand design leadership, with demonstrated experience owning brand systems — not just contributing to them.</li><li>Proven track record building or significantly overhauling a brand architecture and/or visual identity system, ideally at a company undergoing rapid scale or transformation.</li><li>Experience managing top-tier creative agencies, with the authority and aesthetic confidence to lead — not just coordinate.</li><li>Strong exposure to global or multi-market brand environments, with understanding of how to build systems that hold across cultural and linguistic contexts.</li></ul>