National Black MBA Association
Job Description
Brand Design Principal – 3M
Overview The Brand Design Principal is a design leader for one of 3M’s iconic brands. The role sets long-term brand design strategy, governs visual identity and brand standards, and ensures creative excellence across the full customer journey. The position integrates consumer insight, business strategy, and craft to build brand value, drive growth, and deliver differentiated, culturally relevant experiences worldwide.
Key Responsibilities
Lead the development and stewardship of brand design systems that create emotional connection and meet functional needs.
Translate consumer insights into differentiated brand experiences across packaging, product, digital, retail, and communications.
Govern brand standards globally to ensure consistency, relevance, and effectiveness across markets and categories.
Partner with business leaders to align design strategy with growth objectives, new product innovation, and commercialization.
Define and lead long‑term brand design strategy, including visual brand identity, brand architecture, design principles, and multi‑touchpoint experience frameworks.
Establish and oversee brand governance, standards, and toolkits for internal teams and external partners.
Own the design budget, forecast annually, manage purchase orders, and maintain fiscal discipline.
Manage agency relationships and vendor performance, ensuring alignment with business objectives and brand intent.
Champion consumer‑centric design, translating research insights into actionable design strategies.
Elevate creative craft across all touchpoints, ensuring consistency in packaging, product, digital, retail, and marketing communications.
Mentor and coach designers, fostering a culture of curiosity, collaboration, and consumer empathy.
Qualifications
Bachelor’s degree or higher in Design, Visual Communication, Brand Strategy, Experience Design, or related field.
Minimum seven (7) years of professional experience in brand design across multiple touchpoints (packaging, product, digital, retail, communications).
10–15+ years of experience in brand/experience design with demonstrated leadership of global programs and complex portfolios.
Proven success establishing and governing visual identity systems and multi‑touchpoint brand experiences.
Strong financial acumen: budget ownership, PO management, vendor SOWs, and monthly operating plan reconciliation.
Expertise in consumer research translation (ethnography, segmentation) into design strategy and commercialization.
Excellent communication, storytelling, and influence skills with the ability to lead agencies and cross‑functional teams.
Portfolio showcasing strategic brand systems and high‑quality execution across packaging, digital, and communications.
Work Location On-site at the 3M Center in Maplewood, MN – employee is required to work at least four days a week at this location.
Travel Up to 10% domestic/international travel may be required.
Relocation Relocation may be authorized.
Legal Applicant must be legally authorized to work in the country of employment without sponsorship.
EEO Statement 3M does not discriminate in hiring or employment on the basis of race, color, sex, national origin, religion, age, disability, veteran status, or any other characteristic protected by applicable law.
Benefits Overview 3M offers comprehensive benefits including Medical, Dental & Vision, Health Savings Accounts, and more. Further details are available at https://www.3m.com/3M/en_US/careers-us/working-at-3m/benefits/.
Compensation The expected compensation range for this position is $164,612 – $201,193, which includes base pay plus variable incentive pay, if eligible.
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Overview The Brand Design Principal is a design leader for one of 3M’s iconic brands. The role sets long-term brand design strategy, governs visual identity and brand standards, and ensures creative excellence across the full customer journey. The position integrates consumer insight, business strategy, and craft to build brand value, drive growth, and deliver differentiated, culturally relevant experiences worldwide.
Key Responsibilities
Lead the development and stewardship of brand design systems that create emotional connection and meet functional needs.
Translate consumer insights into differentiated brand experiences across packaging, product, digital, retail, and communications.
Govern brand standards globally to ensure consistency, relevance, and effectiveness across markets and categories.
Partner with business leaders to align design strategy with growth objectives, new product innovation, and commercialization.
Define and lead long‑term brand design strategy, including visual brand identity, brand architecture, design principles, and multi‑touchpoint experience frameworks.
Establish and oversee brand governance, standards, and toolkits for internal teams and external partners.
Own the design budget, forecast annually, manage purchase orders, and maintain fiscal discipline.
Manage agency relationships and vendor performance, ensuring alignment with business objectives and brand intent.
Champion consumer‑centric design, translating research insights into actionable design strategies.
Elevate creative craft across all touchpoints, ensuring consistency in packaging, product, digital, retail, and marketing communications.
Mentor and coach designers, fostering a culture of curiosity, collaboration, and consumer empathy.
Qualifications
Bachelor’s degree or higher in Design, Visual Communication, Brand Strategy, Experience Design, or related field.
Minimum seven (7) years of professional experience in brand design across multiple touchpoints (packaging, product, digital, retail, communications).
10–15+ years of experience in brand/experience design with demonstrated leadership of global programs and complex portfolios.
Proven success establishing and governing visual identity systems and multi‑touchpoint brand experiences.
Strong financial acumen: budget ownership, PO management, vendor SOWs, and monthly operating plan reconciliation.
Expertise in consumer research translation (ethnography, segmentation) into design strategy and commercialization.
Excellent communication, storytelling, and influence skills with the ability to lead agencies and cross‑functional teams.
Portfolio showcasing strategic brand systems and high‑quality execution across packaging, digital, and communications.
Work Location On-site at the 3M Center in Maplewood, MN – employee is required to work at least four days a week at this location.
Travel Up to 10% domestic/international travel may be required.
Relocation Relocation may be authorized.
Legal Applicant must be legally authorized to work in the country of employment without sponsorship.
EEO Statement 3M does not discriminate in hiring or employment on the basis of race, color, sex, national origin, religion, age, disability, veteran status, or any other characteristic protected by applicable law.
Benefits Overview 3M offers comprehensive benefits including Medical, Dental & Vision, Health Savings Accounts, and more. Further details are available at https://www.3m.com/3M/en_US/careers-us/working-at-3m/benefits/.
Compensation The expected compensation range for this position is $164,612 – $201,193, which includes base pay plus variable incentive pay, if eligible.
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