Senior Manager Brand Strategy

Senior Manager, Brand Strategy

We are looking for a strategic storyteller who explores the intersections of marketing, branding, and creative partnerships. The Senior Manager, Brand Strategy evolves and advocates for UL Solutions brand strategy to power go-to-market effectiveness. This role establishes the brand positioning, narrative architecture, and portfolio storytelling framework are aligned with business strategy and deeply embedded in how we take our solutions to market—ensuring UL Solutions shows up with clarity, consistency, and differentiation across markets, industries, and customer touchpoints.

Operating at the intersection of Brand Experience, Growth & Business Marketing, and the broader Commercial Excellence team, this role enables GTM motions that are brand-led, coherent, and commercially impactful. The Senior Manager also provides strategic leadership for global brand storytelling and content strategy, ensuring narratives scale effectively across channels while preserving Masterbrand integrity.

Reporting to Vice President, Brand Experience, this role serves as strategic connective tissue between GTM teams, including Brand Experience (strategy, activation, digital, operations); Growth & Business Marketing (field, product, solutions marketing), more broadly across Commercial Excellence (sales enablement, GTM motions, market execution), and beyond, to ensure execution is brand-led, coherent, and differentiated.

Responsibilities

• Lead the definition and evolution of Masterbrand positioning, value propositions, and strategic messaging frameworks

• Establish clear articulation of who UL Solutions is, what we stand for, and why it matters across customers, industries, and routes to market

• Ensure brand strategy supports business priorities, portfolio evolution, and long-term growth platforms

• Own enterprise narrative architecture, including masterbrand, portfolio, and solution-level storytelling frameworks

• Partner closely with Product Marketing and Solutions Marketing to:

  • Align solution narratives to the masterbrand

  • Clarify differentiation in competitive and regulated markets

  • Enable consistent GTM storytelling across sales, marketing, and content

• Provide strategic guidance that enables Field Marketing to localize and activate stories without fragmenting the brand

• Embed brand strategy into GTM motions across Growth & Business Marketing and the broader Commercial Excellence organization

• Provide strategic inputs that inform campaigns, sales enablement narratives, and thought leadership

• Ensure GTM execution reflects a single, unified enterprise story

• Define enterprise storytelling priorities and narrative guardrails that guide content, campaigns, and experiences

• Establish alignment across:

  • Brand Activation & Customer Experience

  • Digital Experience (UL.com and customer portals)

  • Marketing Operations and Creative Operations

• Ensure consistency in how brand narratives travel across owned, paid, and earned channels

• Provide strategic leadership and prioritization for global brand storytelling efforts

• Directly manage and mentor a Content Strategist, setting narrative direction, scope, and priorities

• Ensure storytelling and content strategies are grounded in brand objectives, audience insight, and GTM needs

• Lead brand strategy governance in partnership with Creative Ops and Marketing Ops

• Develop strategic brand frameworks, playbooks, and guidance that enable scalable execution

• Support internal brand education and ambassador efforts across Commercial Excellence

• Lead strategic brand and market research to understand brand health, relevance, and differentiation

• Translate insights into clear, executive-ready implications for brand, marketing, and commercial leadership

• Inform the long-term brand and narrative roadmap in support of enterprise and GTM evolution

Qualifications

• Bachelor's degree in marketing, business, communications, or a related field
• Proven B2B brand builder with 9–11 years of experience in brand strategy, positioning, narrative development, or enterprise marketing
• Experienced storyteller and content strategist operating across brand, portfolio, and GTM strategy in a complex or global organization preferred
• Proven ability to drive change through influence with focus on driving strategic integration across teams, rather than executional delivery
• Influences without authority across a complex, matrixed organization
• Demonstrated success in delivering results in a fluid, fast-changing environment

• Enterprise-level strategic thinking and synthesis
• Expert brand positioning, storytelling, and narrative design
• Strong executive presence and ability to influence without authority
• Deep understanding of how brand connects to GTM performance
• Strong collaboration skills across matrixed, cross-functional teams
• Ability to translate complexity into clear, actionable strategic guidance
• Strong command of visual, verbal and strategic brand identity elements
• Ability to work in a matrix environment
• Demonstrated skill in team management

What you'll experience working for ULS

UL Solutions has been pioneering change since 1894 and we're still leading the way. From day one, we've blazed a trail protecting the planet and everyone on it. Our teams have influenced billions of products, plus services, software offerings and more. We break things, burn things and blow things up. All in the name of safety science.

That's where you come in — because none of it could happen without you. It takes passion to protect people, problem-solving to safeguard personal data and conviction to make the world a more sustainable place. It takes bold ideas and brilliant minds to build a better world for future generations across the globe.

This is more than a job. It's a calling. A passion to use our expertise and play our part in creating a more secure, sustainable world today — and tomorrow. As a member of our safety science community, you'll use your ideas, your energy and your ambition to innovate, challenge and ultimately, help create a safer world.

Everyone here is unique. But we're also a global community, working together to help create a safer world. Join UL Solutions and you can connect with the brightest minds in the business, all bringing their distinct perspectives and diverse backgrounds together to deliver real change.

Empowering our customers to keep the world safe means thinking ahead. It means investing in training and empowering our people to learn and innovate. At UL Solutions, we help build a better future — one where everyone benefits.

Join UL Solutions to be at the center of safety. To learn more about us and the work we do, visit  UL.com

Total Rewards: We understand compensation is an important factor as you consider the next step in your career. The estimated salary range for this position is $150,000 to $180,000 USD and is based on multiple factors, including job-related knowledge/skills, experience, geographical location, as well as other factors. This position is eligible for annual bonus compensation with a target payout of 20% of the base salary. This position also provides health benefits such as medical, dental and vision; wellness benefits such as mental and financial health; and retirement savings (401K) commensurate with the standard rewards offered in each individual location or country. We also provide full-time employees with paid time off including vacation (15 days), holiday including floating holidays (12 days) and sick time off (72 hours).

About Us

A global leader in applied safety science, UL Solutions (NYSE: ULS) transforms safety, security and sustainability challenges into opportunities for customers in more than 110 countries. UL Solutions delivers testing, inspection and certification services, together with software products and advisory offerings, that support our customers' product innovation and business growth. The UL Mark serves as a recognized symbol of trust in our customers' products and reflects an unwavering commitment to advancing our safety mission. We help our customers innovate, launch new products and services, navigate global markets and complex supply chains, and grow sustainably and responsibly into the future. Our science is your advantage.

About the Team

We may not help develop smart homes of the future, inspect the New Year's Eve ball