Unilever
Lipton Ice Tea Brand Visual Identity Experience Manager
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Lipton Ice Tea Brand Visual Identity Experience Manager
Location: Kingston
Organisation Context
Pepsi Lipton is a global joint venture organization created between PepsiCo and Unilever in 1994 - a global business with a strong track record for growth and a portfolio of the 3 biggest iced tea brands in the world, Lipton, Pure Leaf, and Brisk. It’s the market leader within North America and Europe and has a presence in over 50 markets across the globe.
About the Role
Ready-to-drink Tea (RTDT) is a significant growth opportunity globally, offering distinctive, on-trend refreshment beverage experiences. Building on the power of tea and its inherent goodness, Pepsi Lipton’s mission is to Replenish People & Nature via an ambitious net zero goal and tasty products that are better-for-you vs. other popular Liquid Refreshment Beverages (LRB) such as Carbonated Soft Drinks.
The joint venture is an autonomous entity and has its own board of directors (50% Unilever and 50% PepsiCo) and a dedicated global leadership team. The JV offers an exciting blend of Unilever and PepsiCo employees who have been seconded from our Parent Companies for stints that average 2 to 3 years. We have 5 regional groups operating across North America; Europe; Latin America; AMESA (Africa, Middle East, and South Asia); and APAC (North Asia, Southeast Asia, Australia/ New Zealand) where we are continuously pioneering new ground.
Whilst we have the backing and support of our two parent companies, our autonomous set up, tight focus and pioneering mindset gives us agility and speed. JV roles are broad, empowered and offer great exposure to senior leadership and to talented colleagues all over the world in a way that’s just not possible at our parent companies. At Pepsi Lipton, our core values of Exploration, Courage, Collaboration, and PositiviTEA are at the heart of everything we do. We are looking for a candidate who embodies these values and can drive engagement and well-being across the Pepsi Lipton organization. So, if you consider yourself a Pioneer who wants to really challenge yourself, accelerate your Marketing & Business skills while experiencing a whole new culture and way of working without leaving your parent company, Pepsi Lipton is the perfect place to take your career to the next level.
Role Purpose
This is a super exciting opportunity for all brand crafters who have a strong passion and eye for Design. As the Brand Visual Identity Experience Manager, reporting to the Sr Masterbrand Director, you will be the global guardian of Lipton Ice Tea’s (LIT) visual identity — responsible for building, stewarding, and evolving the brand’s design system across every touchpoint. You will own the end-to-end visual identity system, from packaging design (across the portfolio) to brand book governance, key visual development, and Distinctive Brand Asset (DBA) tracking, ensuring LIT shows up consistently, powerfully, and distinctively in all markets worldwide. This is a role for a design-literate, systems-thinking brand builder who can operate at the intersection of creative excellence and commercial rigour — translating brand strategy into a visual language that drives recognition, relevance, and growth.
Key Responsibilities
Brand Visual Identity System
- Own the E2E evolution of LIT’s visual identity system, from strategic brief through to global design standards
- Define and steward design principles, visual codes, and brand architecture rules across all touchpoints
- Maintain and govern the master Brand Book — scheduled refreshes, version control, cascade to regions and agencies, and implementation tracking
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Packaging Design
- Lead 2D and 3D packaging design strategy and creative direction for the global masters (across the Portfolio: Core, Sparkling, Zero, Kombucha, and our Future of Tea pipeline), including our upcoming big brand restage. Regions will oversee implementation.
- Lead 2D/3D strategic pack design briefing end-to-end — translating brand and commercial objectives into clear, actionable design briefs for agency partners.
- Oversee quality, timelines, and brand consistency across all global master assets. Work alongside the cross-functional teams: R&D, Packaging, Supply Chain, Procurement, Insights, Commercialisation, and Regional Marketing Directors. Linked to OPPA, Perfect Shelf and Sustainability workstreams.
- Establish a pack design governance model to manage adaptation while protecting visual equity (incl. LTOs)
- Own pack design testing in partnership with Insights — defining test stimuli, interpreting results, and integrating learnings into final design decisions
- Drive pack design deployment in collaboration with the Packaging Team, Commercialisation, and Regional Marketing teams, ensuring seamless handover from approved design to production-ready artwork across all SKUs and markets
- Design and launch the new Lipton Ice Tea Packaging Toolkit
Key Visual & Campaign Design
- Manage global Key Visual (KV) development in close collaboration with the Masterbrand Campaign Sr Manager — from brief and concept development through to final asset approval, ensuring visual coherence across campaign rollouts
- Define market adaptation guidelines and governance guardrails to protect visual equity while enabling local market flexibility and relevance
Distinctive Brand Assets (DBAs)
- Own the DBA governance framework — defining, codifying, and tracking the usage and consistency of LIT’s DBAs
Brand Experience Design
- Define and ensure coherent visual identity expression across the full brand experience — retail, AFH, OOH, digital, social, experiential, and partnerships — with clear application guidelines
Social Design Principles & Campaign Consultancy
- Own the creation and evolution of LIT’s social design principles — defining how the brand’s visual identity translates into social-native formats (IG, TikTok, YouTube) in a way that is platform-first, scroll-stopping, and immediately recognisable as Lipton
- Establish clear social design guardrails covering motion, typography, colour, and format behaviour per platform — codified into actionable guidelines for creative and content teams globally
- Act as design consultant on campaign productions — partnering with the Masterbrand Comms and Regional teams at brief, treatment, and production stages to ensure LIT’s visual identity and design principles are correctly leveraged throughout
Agency & Stakeholder Management
- Lead design agency relationships and act as the central design authority for global and regional teams
Capability & Governance
- Build training and onboarding materials to upskill markets on brand visual standards, and run regular consistency audits with KPIs tracking visual identity health — consistency scores, asset adoption, pack compliance, and DBA usage
Engage Markets and Oversee Deployment
- Serve as the primary point of contact for regional and local marketing teams on all visual identity questions, adaptation requests, and design governance decisions
- Drive structured market onboarding and briefing to ensure global brand standards are understood, applied correctly, and embedded across all markets
- Review and approve market-level design adaptations, ensuring compliance with global visual identity standards while enabling timely in-market execution
- Track deployment progress against visual identity milestones and report on adoption, compliance, and consistency
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Skills and Experience Required
Seasoned in brand design, visual identity, innovation or brand management experience, ideally within FMCG, beverage, or a design/creative agency with major FMCG clients. Deep expertise in visual identity systems — including brand books, design principles, DBAs, typography, colour, and brand architecture. You can hold the pen on brand standards while also making them usable at scale. Proven experience in packaging design — from strategic brief and creative direction through to artwork deployment. You understand the end-to-end process, including testing, commercialisation handover, and regional adaptation. Social-native design sensibility — you understand how visual identity needs to behave differently across IG, TikTok, and YouTube, and you have a point of view on what “on-brand” looks like in a scroll-first, short-form world. Strong design craft and creative judgement — you can brief agencies, give clear, constructive design feedback, and maintain a high creative bar without overriding the creative process. Commercially minded with a brand equity lens — you understand how design drives recognition and purchase intent, and you can connect visual decisions to brand power metrics and business outcomes. Collaborative and cross-functional by nature — you are comfortable working closely with Insights, Packaging, Commercialisation, and creative agencies, and you know how to bring different functions along without losing design integrity. Global and multi-market experience — you have managed design systems across multiple markets and understand the tension between global consistency and local relevance. Experience in a matrix or JV organisation is a strong plus. A go-getter with strong ownership mentality — you move at pace, manage competing priorities with rigour, and hold yourself and partners to a high standard of execution. Curious about culture, design trends, and the evolving visual landscape — you track what the best brands in the world are doing and bring fresh creative references and inspiration into the team.
You will also need to demonstrate a wide range of capabilities and attributes:
- Exceptional project leadership management with experience leading agile teams in a fast-paced environment and managing multiple, competing priorities simultaneously.
- Active listener - considering the perspective of others, activating the right plan based on holistic understanding of the business challenge and business needs.
- Curious connector - ability to connect the dots across people, projects and partners, creating new opportunities for innovative collaboration that enables successful activation of digital brand strategies.
- Design-literate and commercially minded - deep understanding of visual design principles, brand identity systems, and packaging, with the ability to connect design decisions to brand equity and business outcomes
- Team-worker - proactive networking across a complex organizational hierarchy
- Resilient and influential - thriving on challenge, bringing colleagues along on the journey
- Strong communicator - Superior verbal and written communications skills with extreme attention to detail
- Tenacity and sense of urgency -
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