Senior Manager, Visual Identity Design Strategy

The Global Advertising and Brand Management (GABM) organization has a mission to create marketplace demand and drive commerce for American Express through differentiated and innovative products, partnerships, marketing, and customer experiences.

OnBrand – American Express’ In-House Creative agency – is on a journey of exciting expansion. Our ambition is to “Become creative partner-of-choice to build seamless customer experiences for our Business Units, essential for driving results and unlocking value through deeper knowledge of our business, powered by industry-defining creative excellence”. We are focused on developing forward thinking ideas and work across channels, end-to-end experiences in digital and beyond.

The Brand Design Strategy team sets the vision for how the American Express brand is conveyed across every touchpoint — shaping a cohesive, modern, and globally resonant multi-sensory identity grounded in authenticity and heritage. We translate strategic brand principles into impactful cross-channel design systems that build long-term brand value while enabling distinct and differentiated expressions across the American Express ecosystem.

As Senior Manager, Visual Identity Design Strategy, this person will lead the strategic development and oversight of visual identity interpretation across American Express sub-brands, including products, benefits, services, and business units. This role is responsible for developing systems that ensure each brand expression authentically reflects the unique needs of its specific audience and business goals while remaining connected to and consistent with the broader American Express brand system and its heritage. These initiatives will shape how the brand comes to life visually across global customer touchpoints.

The ideal candidate brings deep expertise in graphic design and visual identity systems — with the ability to guide how sub-brands evolve, scale, and express themselves across brand architectures. They will collaborate closely with business units, in-house creative teams, and external agencies to inspire bold, future-forward approaches to brand expression across channels, experiences, and partnerships that evolve the American Express visual ecosystem while honoring the brand’s heritage and trust.

• Lead the strategic oversight and evolution of visual identity expression across Amex sub-brands, products, and business units, ensuring each maintains a clear point of view while aligning to the broader American Express brand ecosystem.
• Develop scalable frameworks and design principles that guide how business units and sub-brands interpret and apply the Amex visual identity system across diverse customer experiences, channels, and mediums.
• Partner cross-functionally with brand strategy, business stakeholders, and insights teams to translate business objectives into differentiated, audience-relevant visual identities rooted in enterprise brand strategy.
• Lead and manage strategic design initiatives from concept through execution, coordinating internal and external creative partners to ensure high-quality delivery, alignment, timing, and budget accountability. 
• Shape and review creative briefs that clearly define business and brand opportunities, inspire strong conceptual thinking, and establish guardrails for visual identity expression. 
• Define and evolve guidance models and best practices for sub-brand and business-unit visual systems, ensuring clarity across teams and consistency across customer touchpoints. 
• Ensure integrity and intent of visual identity guidelines is upheld across creative manifestations in close partnership with Brand Management team.
• Advocate for design thinking and champion the role of brand design as a strategic driver of brand and business impact.
• Measure and optimize design impact, identifying key performance indicators and opportunities to enhance brand coherence and effectiveness.

• 5–7 years of experience in branding, graphic design, design strategy, or similar, preferably in both agency and corporate environments.
• Strong portfolio/case studies showcasing design leadership in developing or evolving comprehensive brand identity systems (logos, color, typography, illustration, design principles, and more) with a focus in complex brand ecosystems
• Deep understanding of brand architecture and the balance between enterprise consistency and differentiated sub-brand expression.
• Knowledge of brand systems, from high-level strategy through implementation across digital, print, and environmental touchpoints.
• Exceptional communication skills, with the ability to clearly articulate design rationale and strategy to senior stakeholders.
• Proven ability to lead multiple, complex design initiatives simultaneously across global teams.
• Proficiency in writing and evaluating creative briefs, SOWs, and managing project resources efficiently.
• Passion for great design, a strong grasp of emerging creative trends, and a deep appreciation for how visual identity shapes brand experience.

Employment eligibility to work with American Express in the United States is required as the company will not pursue visa sponsorship for these positions. 

At American Express, our culture is built on a 175-year history of innovation, shared values and Leadership Behaviors, and an unwavering commitment to back our customers, communities, and colleagues. From delivering differentiated products to providing world-class customer service, we operate with a strong risk mindset, ensuring we continue to uphold our brand promise of trust, security, and service.

As part of Team Amex, you’ll experience our powerful backing with comprehensive support for your holistic well-being and many opportunities to learn new skills, develop as a leader, and grow your career. Here, your voice and ideas matter, your work makes an impact, and together, you will help us define the future of American Express.