Design Lead

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Job Description

The Asia-Taiwan Design Lead is a design leader responsible for setting short-term to long-term design strategies across all CBG brands and portfolios in Asia-Taiwan. This role governs visual identity and brand standards, ensuring creative excellence throughout the consumer and customer journeys. The role integrates consumer insight, business strategy, and craft to build brand value, drive growth, and deliver differentiated, culturally relevant experiences to accelerate growth in the region. It combines strategic leadership with hands-on contribution, while building a local design team.

As a Design Lead, you will have the opportunity to tap into your curiosity and collaborate with some of the most innovative people around the world. Here, you will make an impact by:

Leading the development and stewardship of brand design systems that create emotional connection and meet functional needs across Asia-Taiwan.

Translating consumer insights into differentiated and desirable design experiences across consumer touchpoints; packaging, product, digital, retail, and communications.

Partnering with local business teams to align design strategy with growth objectives, new product innovation, and commercialization.

Key Responsibilities

Strategic Leadership and Brand Governance

• Lead the translation of global brand design strategy, including visual brand identity, brand architecture, design principles, and multi-touchpoint experience frameworks for Asia-Taiwan.
• Establish and oversee brand governance, standards, and toolkits; ensure adherence across internal teams and external partners.
• Serve as brand steward—owning and evolving the brand design system to support new product innovations, portfolio extensions, and entry into new categories.
• Integrate design strategy into local business planning, category roadmaps, and go-to-market activities.

Budget Ownership and Design Operations

• Own the design budget for assigned brands or portfolios within Asia-Taiwan; forecast annually and manage monthly tracking.
• Open and manage purchase orders (POs), calibrate spend, and ensure fiscal discipline and transparency.

Consumer Insight and Research

• Champion consumer centricity: translate ethnographic research, segmentation, and behavioral insights into actionable design strategies tailored for the local market.
• Establish metrics/KPIs for brand experience performance and tie design outcomes to business results.

Creative Excellence and End-to-End Brand Experience

• Elevate creative craft and design intent across all touchpoints.
• Guide and partner with global CBG design team and external agencies on creative execution, ensuring brand coherence and quality.

People Leadership, Coaching, and Culture

• Mentor and coach local designers; lead critiques to elevate quality and consistency.
• Model a culture of curiosity, collaboration, and consumer empathy; inspire teams with a big heart for brand strategy and craft.

Your Skills and Expertise

To set you up for success in this role from day one, 3M requires (at a minimum) the following qualifications:

• Bachelor’s degree (completed and verified prior to start) AND at least seven (7) years of professional experience in Design leadership across multiple touchpoints (e.g., packaging, product, digital, retail, communications) in a private, public, government, or military environment
• OR High school diploma/GED (completed and verified prior to start) AND ten (10) years of consumer design experience in a private, public, government, or military environment.

Additional qualifications that could help you succeed even further in this role include:

• Bachelor’s degree or higher in Design, Visual Communication, Brand Strategy, Experience Design, or related field.
• 10–15+ years of experience in brand/experience design with demonstrated leadership of programs within China and/or Hong Kong.
• Proven success in establishing and governing visual identity systems and multi-touchpoint brand experiences.
• Proficiency in Adobe Creative Suite, MS Office, and AI/automation tools.
• Strong financial acumen and experience with budget management.
• Expertise in consumer research translation (ethnography, segmentation) into design strategy and commercialization.
• Demonstrated ability to lead agencies and cross-functional teams; excellent communication, storytelling, and influence skills.
• Portfolio showcasing strategic brand systems and high-quality execution across packaging, digital, and communications.

Learn more about 3M’s creative solutions to the world’s problems at www.3M.com or on Twitter @3M.

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