Brand Identity Group Manager

Job Description

Human Interface Design Overview

Drive the Future of Automotive Experiences, Join Our Human Interface Design Team! 
Are you passionate about crafting intuitive, beautiful, and human-centered digital experiences across vehicles, web, and mobile platforms? Our Human Interface Design (HID) team is redefining how people interact with automotive technology both inside and outside the vehicle. From in-vehicle displays to connected apps and foundational design systems across software and hardware, we create seamless experiences that feel effortless, engaging, and safe. 
 

Work Arrangement:  This role is categorized as hybrid. This means the successful candidate is expected to report to the office three times per week or other frequency dictated by the business.

What We Do 

• Understand Drivers & Passengers: We dive deep into user research to uncover real needs and behaviors on the road and beyond. 
• Design Across Platforms: From infotainment systems to mobile apps and web portals to hardware switch configurations, we build cohesive digital ecosystems that connect users to their vehicles and services. 
• Build Strong Foundations: We develop scalable design systems and interaction models that ensure consistency, accessibility, and innovation across all touchpoints. 
• Innovate Interactions: We define how users navigate voice controls, advanced driver-assist features, and connected services. 
• Champion Safety & Accessibility: Every design is inclusive, distraction-free, and aligned with global safety standards. 
• Collaborate Across Teams: We work hand-in-hand with engineers, product managers, interior and exterior designers and UX researchers to bring ideas to life. 

Why Join Us? 

• Impact at Scale: Your designs will shape the driving and digital experience for millions of users worldwide. 
• Creative Freedom: Explore bold ideas and push the boundaries of automotive and digital design. 
• Continuous Growth: Learn from a team of experts and stay ahead in the rapidly evolving mobility and tech landscape. 
• User-First Culture: Every decision starts with empathy for the driver, passenger, and digital user. 

If you're ready to design the future of mobility we’d love to meet you! 
 

The Role

Brand Identity Group Manager

The Brand Identity Group resides in Vehicle OS under Human Interface Design; this is where GM’s UX becomes real inside the digital cabin. As vehicles articulate software-defined experiences, the way a brand communicates visually, narratively, and emotionally through screens becomes just as critical as its physical expression. This team shapes the foundational brand DNA that guides UX designers, informs product decisions, and connects GM’s physical studio vision to digital reality.

As the Brand Identity Group Manager, you’ll lead a multidisciplinary team responsible for crafting the brand narratives, visual communication, strategic storytelling, and brand-specific content that bring each GM marque to life. You’ll partner deeply with Cadillac, Chevrolet, GMC, Buick, and emerging brands to ensure their identity is expressed with clarity and precision across vehicle generations. Your team will create executive presentations, brand DNA guides, UX brand direction, high-fidelity visuals, and brand-specific content documentation that align product, studio, and leadership around a clear north star driven by storytelling.

Our culture is collaborative, studio-driven, and deeply invested in craft. We expect leaders who can guide designers beyond surface aesthetics into meaning, identity, and narrative logic. The ideal candidate is hands on and knowledgeable about the craft and work itself in addition to thriving as a people leader. This group thrives on curiosity, cross-disciplinary collaboration, and the belief that brand identity is not mere ornamentation. We’re looking for someone who understands brand at a strategic level, who brings taste and rigor, and who can elevate the work with both artistry and operational clarity.

This is not a maintenance or marketing role; it’s a leadership position shaping how GM’s brands express themselves in every interaction a driver sees and feels. The right leader will understand this is a long-term responsibility with a lasting impact on GM’s future.
 

Your Primary Focus

•               Build and Curate the Identity Team

Scale, onboard, mentor and grow this team into a trusted team of experts instilling repeatable, achievable and successful practices.

•               Brand Identity

You make brand identity actionable across UX, you are deeply aligned with branded car studios intent, you are our UX brand strategists.

•               UX Brand Strategy

Articulate, Craft and own the UX branded strategy side by side with your team.

What You’ll Create

•               Brand DNA Guides

Visual and narrative documents capturing each brand’s soul, tone, personality, and heritage in ways usable for UX teams.

•               UX Brand Strategy

How the brand shows up in the digital cabin; translation of brand language, philosophy, and physical design into UX behaviors and visuals.

•               Marketing Request Images

High-quality brand visuals used for product communication, digital launches, studio presentations, and leadership reviews.

•               Cross-Brand Presentations

Executive-level storytelling spanning multiple GM brands; comparisons, alignments, visual narratives.

•               Brand-Specific Presentations

Deep dives for Cadillac, Chevrolet, GMC, Buick; brand history, future direction, UX implications, hero storytelling.

•               Communication Design

High-quality Figma Slides, Keynote decks, PowerPoint presentations and branded story content that connect strategy to creativity via storytelling.

•               Brand-Specific Vehicle Content Documentation

Brand specific, vehicle specific documentation that collects software, screens, apps, feature-level explanations, software-generation changes, and the brand context for each experience.

Your Skills & Abilities (Required Qualifications) 

• 10+ years of professional experience in UX Design and or Branding and or Communication Design 
• A portfolio of work that showcases your ability to tell stories through your visual craft. You must be able to create in addition to leading the team, lead by example.
• Self-starter with strong autonomy. You’re comfortable identifying problem areas, tackling them independently, and sharing your findings. You create clarity rather than waiting for it to be provided. 
• Deep understanding of human interface design best practices. 
• You can iterate quickly, form a clear design point of view, and navigate cross-functional feedback. 
• You can sell visuals, you can craft a narrative, you are highly descriptive to communicate and convey why one image works over another. You are willed to champion a brand and can back it up with clear discernible examples, not opinions.
• Strong design sensibility, passion for brand, love for cars. You love the process of design but understand the best brand and UX results utilize restraint and balance. 
• High comfort level with technical complexity. You pick up new terminology quickly and have experience working with engineers, product managers, and other partners to understand requirements and functionality.

What Will Give You A Competitive Edge (Preferred Qualifications) 

• 3+ years of professional experience as a people leader of a team
• Examples of implemented global brand executions and how and why they differ
• Branded systems, principles and rules established and launched as guidelines
• Experience designing content for non-traditional interfaces (e.g., automotive, voice, or wearable devices)

Portfolio Submission

To be considered for this position, you will need to submit a portfolio in addition to your resume and profile. We strongly recommend linking your online portfolio in the "website" section of the application. If your portfolio is not available online, please follow the instructions below to upload your portfolio as a separate attachment as you did with the resume. Please NO dropbox files or Google docs.

To submit portfolio file:

Save your portfolio as a PDF document.  Name your portfolio your LAST NAME_FIRST NAME. Example: Candidate name is John Smith. Portfolio PDF file name is: Smith_John.pdf  Upload as an attachment - you may have to condense the file. 

Relocation: This job may be eligible for relocation benefits. 

Sponsorship:  GM DOES NOT PROVIDE IMMIGRATION-RELATED SPONSORHOP FOR THIS ROLE. DO NOT APPLY FOR THIS ROLE IF YOU WILL NEED GM IMMIGRATION SPONSORSHIP NOW OR IN THE FUTURE. 

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.
 

Why Join Us 

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.
 

Total Rewards | Benefits Overview

From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources. 
 

Non-Discrimination and Equal Employment Opportunities (U.S.)

General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.

All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws. 

We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.
 

Accommodations

General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us Careers.Accommodations@GM.com or call us at 800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us 

We believe we all must make a choice every day – individually and collectively – to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team.

Benefits Overview

From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources.

Non-Discrimination and Equal Employment Opportunities (U.S.)

General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.

All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws. 

We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.

Accommodations

General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us or call us at 800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.