Brand Strategy & Identity Senior Manager

60062, Northbrook
Not Specified
Nov 10, 2020
Jan 09, 2021
Job Type
Not Specified
Career Level
Not Specified

The world isn’t standing still, and neither is Allstate. We’re moving quickly, looking across our businesses and brands and taking bold steps to better serve customers’ evolving needs. That’s why now is an exciting time to join our team. As a leader in a corporation with 83,000 employees and agency force members, you’ll have a hand in transforming not only Allstate but a dynamic industry. You’ll have opportunities to take risks, challenge the status quo and shape the future for the greater good.

You’ll do all this in an environment of excellence and the highest ethical standards – a place where values such as integrity, inclusive diversity and accountability are paramount. We empower every employee to lead, drive change and give back where they work and live. Our people are our greatest strength, and we work as one team in service of our customers and communities.

Everything we do at Allstate is driven by a shared purpose: to protect people from life’s uncertainties so they can realize their hopes and dreams. For 89 years we’ve thrived by staying a step ahead of whatever’s coming next – to give customers peace of mind no matter what changes they face. We acted with conviction to advocate for seat belts, air bags and graduated driving laws. We help give survivors of domestic violence a voice through financial empowerment. We’ve been an industry leader in pricing sophistication, telematics, digital photo claims and, more recently, device and identity protection. We are the Good Hands. We don’t follow the trends. We set them.

Job Description

The National Advertising and Brand Identity marketing team sits within the Consumer Marketing team and is responsible for enterprise brand strategy and identity in addition to national advertising to drive awareness and consideration for the Allstate brand. 


The Brand Identity Senior Manager is responsible for managing and enforcing the strategy and identity of the Allstate enterprise brand architecture and for ensuring the Allstate visual identity is consistently applied across all channels and corporate assets. The focus for this important role will largely be on maintaining and evolving Allstate’s brand architecture, leading the enterprise naming approach, maintaining trademarks and serving as a key lead and expert on the Allstate brand visual identity system and the visual identity systems of other brands in the family of companies. This position requires close partnership with multiple teams and leaders across the enterprise and will directly lead a team of 2-4 brand experts.

The Brand Identity Senior Manager will be responsible for preserving consistency and ensuring that the integrity of the brand is represented accurately and correctly in accordance with corporate brand standards and guidelines. The successful candidate will demonstrate expertise in leading complex corporate brand identity systems, be a strong evaluator of brand marks and design systems, have experience in working side-by-side with creative teams, research teams and legal partners and demonstrate enthusiasm, commitment and high energy in being a steward for the Allstate brand across all customer touch points.

Key Responsibilities Include:

  • Manage, protect and champion the enterprise brand identity and voice across all internal and external channels
  • Serve as the brand identity, trademark, brand voice and visual identity subject matter expert, advisor and brand liaison for the Allstate enterprise
  • Maintain Allstate’s enterprise brand architecture framework, leading all branding and naming projects as Allstate broadens its portfolio of businesses, companies and brands; oversee re-branding of assets as needed
  • Create and maintain brand standards and guidelines in collaboration with internal creative agency and collaborate with other members of the Brand team to ensure that all employees, channels and external parties are brand compliant with brand standards
  • Ensure that the brand identity is consistent across all touch points
  • Project manage various complex projects that involve the brand for internal business partners as needed
  • Provide excellent customer service to internal and external stakeholders and groups by demonstrating marketing leadership, promoting collaboration and fostering a team environment
  • Manage and conduct qualitative and quantitative customer and market research related to brand as needed
  • Develop branding and naming recommendations and facilitate dialogue and approvals up to the highest levels of the organization

Job Qualifications

  • Bachelor’s Degree (or relevant work experience)
  • Demonstrated knowledge of global branding and marketing principles
  • Excellent verbal and written communication skills, including strong presentation design and delivery
  • Strong knowledge of graphic design principles and creative production process
  • Excellent interpersonal and collaborative capabilities
  • 8+ years marketing, marketing communications or advertising/design agency experience
  • Proven robust project management skills and cross-functional leadership

The candidate(s) offered this position will be required to submit to a background investigation, which includes a drug screen.


Good Work. Good Life. Good Hands®.


As a Fortune 100 company and industry leader, we provide a competitive salary – but that’s just the beginning. Our Total Rewards package also offers benefits like tuition assistance, medical and dental insurance, as well as a robust pension and 401(k). Plus, you’ll have access to a wide variety of programs to help you balance your work and personal life -- including a generous paid time off policy.


Learn more about life at Allstate. Connect with us on Twitter, Facebook, Instagram and LinkedIn or watch a video.


Allstate generally does not sponsor individuals for employment-based visas for this position.


Effective July 1, 2014, under Indiana House Enrolled Act (HEA) 1242, it is against public policy of the State of Indiana and a discriminatory practice for an employer to discriminate against a prospective employee on the basis of status as a veteran by refusing to employ an applicant on the basis that they are a veteran of the armed forces of the United States, a member of the Indiana National Guard or a member of a reserve component.


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To view the “EEO is the Law” poster click “here”. This poster provides information concerning the laws and procedures for filing complaints of violations of the laws with the Office of Federal Contract Compliance Programs


To view the FMLA poster, click “here”. This poster summarizing the major provisions of the Family and Medical Leave Act (FMLA) and telling employees how to file a complaint.


It is the Company’s policy to employ the best qualified individuals available for all jobs. Therefore, any discriminatory action taken on account of an employee’s ancestry, age, color, disability, genetic information, gender, gender identity, gender expression, sexual and reproductive health decision, marital status, medical condition, military or veteran status, national origin, race (include traits historically associated with race, including, but not limited to, hair texture and protective hairstyles), religion (including religious dress), sex, or sexual orientation that adversely affects an employee's terms or conditions of employment is prohibited. This policy applies to all aspects of the employment relationship, including, but not limited to, hiring, training, salary administration, promotion, job assignment, benefits, discipline, and separation of employment.

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