Job Description

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

Enterprise Brand Strategy & Positioning

• 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

Portfolio, Solution & GTM Storytelling

• 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

Brand Strategy Enablement for Go-to-Market

• 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

Masterbrand Storytelling & Strategic Synchronization

• 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

Leadership of Brand Storytelling & Content Strategy

• 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

Governance, Education & Internal Alignment

• 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

Insights, Growth & Strategic Direction

• 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

Minimum skills preferred

• 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

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).

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