Brand Architecture Lead

About the Role

This role requires a strategic professional who collaborates effectively with cross-functional teams to protect brand integrity and enable business growth.

How You Will Contribute And What You Will Learn

• Develop strategic naming conventions and frameworks for new product launches, services, and platforms to maintain portfolio naming consistency and build Nokia Masterbrand.
• Lead brand integration planning for mergers and acquisitions, creating detailed migration roadmaps, transition plans and drive on-brand implementation.
• Advise business leads and product owners on the long-term impact of architectural choices on brand equity and market perception.
• Establish and enforce decision-making criteria to determine when to leverage the master brand versus creating or adopting a new sub-brand.
• Design brand identity systems that clearly differentiate various tiers of the Masterbrand hierarchy, maintaining a cohesive corporate identity.
• Conduct regular portfolio audits and rationalization exercises to identify opportunities for brand consolidation or retirement.
• Manage and update the global brand architecture playbook, ensuring that it is a clear guide for navigating the brand ecosystem.
• Monitor competitive brand structures and market shifts to ensure the organization’s architecture remains scalable and future-proof.
• Continuously develop AI competencies, proactively apply AI tools to enhance role efficiency and effectiveness, and contribute to the strategic adoption of AI within organisational processes.

Key Interfaces

• Broader Communications and Marketing teams incl. Product Marketing
• People team
• Business Segments
• Agencies
• Legal

Key Skills And Experience

• 5+ years of experience in senior brand strategy or brand management roles.
• Proven record of building and scaling brands globally, ideally in tech or fast-growth, innovation-driven industries.
• Demonstrable track record designing and implementing brand architecture models.
• Built business cases for architecture decisions, linking brand structure to revenue and growth strategy.
• Steered brand architecture strategy through M&A, rebrand, or major organisational change.
• Led brand portfolio reviews: rationalising, consolidating, or restructuring brand families.
• Defined naming conventions, brand hierarchies, and sub-brand relationships at an enterprise level.
• Developed brand architecture guidelines and governance frameworks adopted across the business.
• Partnered with strategy, legal, and commercial teams on brand decisions.
• Delivered large-scale brand migration and transition plans on time and on budget.
• Presented and gained senior stakeholder approval on architecture strategy and migration roadmaps.
• Worked in complex, multi-brand or multi-product organisations.
• Experience balancing brand protection with commercial objectives to reflect business priorities.
• Outstanding communication and presentation skills, with strong attention to detail.

Beneficial Skills And Experience

• MBA or advanced degree in Marketing, Business, or a related field.
• Experience working in a B2B2C or hybrid B2B/B2C environment.
• Multilingual capabilities and/or experience working across multiple geographies and cultures.
• Comfortable in high-pressure, fast-paced environments.

About Us

Advancing connectivity to secure a brighter world. Nokia is a global leader in connectivity for the AI era. With expertise across fixed, mobile and transport networks, powered by the innovation of Nokia Bell Labs, we’re advancing connectivity to secure a brighter world. Learn more about life at Nokia .

Our Recruitment Process

We act inclusively and respect the uniqueness of people. Our employment decisions are made regardless of race, color, national or ethnic origin, religion, gender, sexual orientation, gender identity or expression, age, marital status, disability, protected veteran status or other characteristics protected by law. We are committed to a culture of inclusion built upon our core value of respect. If you’re interested in this role but don’t meet every listed requirement, we still encourage you to apply. Unique backgrounds, perspectives, and experiences enrich our teams, and you may be just the right candidate for this or another opportunity. The length of the recruitment process may vary depending on the specific role's requirements. We strive to ensure a smooth and inclusive experience for all candidates. Discover more about the recruitment process at Nokia .

Key skills/competency

• Brand Strategy
• Brand Management
• Brand Architecture
• Product Naming
• M&A Integration
• Portfolio Management
• Global Branding
• AI Competencies
• Stakeholder Management
• Governance Frameworks