Brand & Design Lead

Welcome to a workplace where everyone passionately believes in one purpose!
 
Our company's commitment extends beyond tasks; it's about infusing every action with purpose. We are dedicated to bringing unparalleled passion and customer focus to every facet of our business, creating an environment where your contribution truly matters.
 
With 70 years of experience, we are the leading strategic partner, providing specialized solutions for airlines, airports, and enterprises across 21 countries throughout The Caribbean and Latin America.
 
At GCG, we believe the secret recipe for a perfect team blends talent, focus, and discipline. We seek these qualities in candidates eager to thrive in a diverse and multicultural environment.
 
Our comprehensive solutions include Sky Dining, Airport Dining, Aviation Support, and Culinary. With a team of over 5,500 highly skilled experts dedicated to excellence, we uphold the highest standards of quality and service. We are committed to elevating travel & culinary experiences for all our customer's journeys, becoming the top choice in the region.

JOB PURPOSE

As the BRAND & DESIGN LEAD, you will be responsible for leading the company’s visual identity and brand expression across corporate, business units and departments. This role will ensure that all brand experiences, internal, external, digital, and physical, are cohesive, strategic, and aligned with business goals.

You will develop and implement brand systems for both corporate identity and owned/franchised brands, oversee the visual execution of internal and external communications, and lead digital content design across platforms. A key part of your role is to translate strategy into compelling design, support communication flows across teams, and build scalable branding solutions for launches, RFPs, and ongoing operations.

This role is deeply collaborative: you will work closely with the marketing + communication team, architecture, regional/ local teams, and business leads to bring visual consistency and excellence to every branded touchpoint, from internal SharePoint platforms and newsletters to packaging, signage, campaigns, and social content.

This position is part of the corporate team, where this role must ensure the proper adherence to the brand guidelines being created. It involves clear communication to employees and different audiences, providing friendly and easy-to-understand explanations of their use. The role also includes the creation and follow-up of tools that promote brand standardization and the correct implementation of projects. It is not just about providing guidelines but also offering support throughout the process to ensure that the desired results are achieved.

Duties & Responsibilities include, but are not limited to:

1. Corporate & Strategic Branding

• Lead the development, governance, and evolution of the corporate visual identity in alignment with the company’s vision and positioning.

• Oversee the Branding Hub and toolkits to ensure consistent brand implementation across regions and among all internal and external stakeholders.
• Design and deliver brand training programs and workshops to build brand literacy, drive adoption, and promote cross-departmental alignment.
• Maintain and enhance brand guidelines and visual systems to ensure coherence across corporate and business units.
• Lead art direction and supervise the execution of all design deliverables, including print, digital, packaging, signage, BTL, point-of-sale materials, and architectural renderings.
• Develop compelling marketing and communication assets aligned with brand standards and strategic goals, including process documentation, non-compliance protocols, brand books, guidelines, commercial presentations, brochures, and videos.

2. Brand Implementation & Visual Execution

• Supervise and validate design proposals from stations, projects, teams, and partners, ensuring alignment with brand standards and objectives. Provide assessment, support, and guidance for both internal and external branding needs.
• Develop restaurant branding concepts, including naming, logos, brand books, renderings, and experiential frameworks.
• Oversee the production of trade marketing materials and support brand deployment for new openings—planograms, packaging, menu boards, sales kits, and launch communications.
• Guide the visual integration of branding within physical spaces, including architectural renderings and signage, in collaboration with the architecture team.
• Support the implementation of B2C brand visual assets across owned and franchised locations.
• Manage relationships with key stakeholders involved in projects with international brands such as Wendy’s, Quiznos, and Carl’s Jr., including regular follow-ups and coordination meetings.
• Keep the M+C Team informed of the branding project pipeline across business lines, departments, corporate initiatives, and other key projects.

3. Internal Communication & Visual Systems

• Lead the branding and visual development of all internal communication materials, including newsletters, leadership presentations, SharePoint branding, and internal campaigns—adding strategic insights to engage diverse internal audiences.
• Collaborate closely with the Strategic Communications Lead to align tone of voice, visual identity, and engagement strategies. This partnership is essential to co-create campaigns that support the desired brand positioning.
• Design templates, content kits, and visual toolkits that enable consistent, efficient communication across departments, business lines, locations, and regions.
• Ensure brand coherence across all internal touchpoints—physical, digital, and hybrid—maintaining a unified experience for employees and stakeholders.
• Contribute creative ideas and content strategies that foster connection, relevance, and engagement with various internal audiences.

4. External Communication & Brand Rollouts

• Lead the visual development of external-facing materials, including RFP proposals, commercial presentations, and marketing/brand campaigns.

• Ensure a consistent and compelling visual expression of brand values and positioning across all customer-facing touchpoints and experiences.
• Oversee the rollout of brand assets across business lines, maintaining alignment with both corporate identity and local market strategies.
• Conceptualize and support the execution of creative external communication campaigns that strengthen brand awareness, customer engagement, and market differentiation.

5. Digital Design & Content Creation

• Design and produce digital assets for websites, LinkedIn, social media, e-commerce platforms, newsletters, and SharePoint, applying strong UX/UI principles.

• Integrate AI tools and Adobe Suite capabilities (e.g., Synthesia, After Effects) to develop video, animation, and interactive content.
• Enhance internal platforms and digital communication channels to improve user engagement and effectiveness.
• Drive innovation in digital storytelling formats, branded content strategies, and market-facing design solutions.
• Propose and execute impactful brand activations, digital campaigns, and BTL initiatives that elevate the brand in competitive markets.
• Recommend and implement emerging technologies and digital tools that support brand projection for a multinational organization.
• Apply customer experience methodologies to design user-centric digital journeys and content.
• Manage social media strategy, content planning, performance metrics, and paid media (SEO, SEM, ads); support web and intranet design and implementations.

6. Audiovisual Production

• Coordinate and produce photo and video assets for multiple formats, including corporate videos, internal campaigns, social media reels, and external brand storytelling.

• Manage the end-to-end production process: planning, shooting, editing, and animation, ensuring each piece communicates core messages and company values with clarity and impact.
• Strengthen audiovisual content as one of the company’s most engaging channels, maintaining an up-to-date YouTube presence and developing strategic content for marketing, branding, communication guidelines, and other key topics.
• Lead the creation of audiovisual capsules for internal and external use, supporting education, alignment, and brand storytelling across teams and audiences.

7. Project & Cross-Functional Collaboration

• Manage multiple concurrent projects, ensuring adherence to timelines, budgets, and quality standards.
• Cultivate and maintain strong relationships with high-performing internal stakeholders to facilitate project success.
• Oversee the work of external creative agencies, production partners, and vendors, ensuring alignment with company goals and standards.
• Take full ownership of tasks and projects from end to end, demonstrating autonomy and accountability.
• Provide oversight and support to departments, stations, projects, and business lines, managing the entire process with detailed follow-up and ensuring project milestones are met.
• Foster close collaboration with the Airport Dining and Culinary Solutions teams, leading weekly support sessions for key projects. This role serves as a primary point of contact, offering strategic support to strengthen these or any other business lines aligned with the company's strategic focus.
• Develop and maintain a pipeline of work for each business line and key stations, including mapping out strategic priorities for all brands under the company’s portfolio. This includes driving the improvement of legacy brands, such as Island Deli, Zulu, and others identified as priority projects for enhancement.

Qualifications & Skills

• 10 years of experience in branding, graphic design, communication, marketing, and digital content.
• Proven expertise in developing and implementing brand systems across both B2B and B2C environments.
• Strong experience in internal and external communication design, as well as content strategy development.
• High-level proficiency in Adobe Creative Suite, Figma, SharePoint, HTML/CSS, After Effects, AI tools, and other video editing tools.
• Extensive experience in managing agencies and collaborating with cross-functional, multicultural teams.
• Demonstrated success in multinational companies, with a deep understanding of regional market dynamics in Latin America, the Caribbean, and global markets.
• Bilingual: fluent in both English and Spanish, with excellent presentation and storytelling skills.
• Strategic mindset with a strong ability to creatively solve problems while maintaining attention to detail.
• Passionate about innovation, with a positive attitude, a keen eye for detail, and a commitment to delivering high-quality brand experiences.
• Skilled in relationship management, creative thinking, and team collaboration, consistently striving to elevate brand experiences and exceed expectations.

Travel requirements: The position requires domestic and international travelling up to 25% of the time. The role requires moving between business locations locally for example between the office and locations located within the airport and surroundings.

Embark on a journey with us, where every day brings new opportunities for growth and success. If you thrive in a dynamic environment and want to be part of a team that celebrates achievements, come, be a part of our story. Your career adventure starts here!