Manager, Brand Identity & Systems

About Trip.com

Trip.com Group (Nasdaq: TCOM) is a leading global online travel platform encompassing Trip.com, Ctrip, Skyscanner, and Qunar. Serving travelers across the world, we provide end-to-end travel solutions through a comprehensive suite of mobile apps, websites, and 24/7 customer support. Founded in 1999, Trip.com Group has grown to become one of the largest travel companies globally by gross merchandise value.

The Opportunity

Trip.com’s brand is at an inflection point. We are not refreshing a mature brand — we are building foundational brand architecture in a company that moves at tech speed, across markets that span cultures and languages, and in an era where AI is fundamentally changing how brands are created and governed.

The Manager, Brand Systems & Governance owns the structural backbone of Trip.com’s brand: the system that defines how the brand is expressed — consistently, at scale, and across an increasingly AI-powered creative landscape. This is not a role for someone who maintains systems others have built. It is a role for someone who builds the system itself, and then makes it stick across a global organization that has never had one.

The right person combines sharp brand aesthetic judgment with rigorous structural thinking and the stakeholder influence to drive adoption across internal teams and external partners. They know what “on brand” means instinctively, can articulate the rules behind that judgment, and can translate those rules into frameworks that real teams can actually use.

Key Responsibilities

1. Visual Identity System & Creative Direction

• Partner with a top-tier creative agency to translate brand strategy and develop a comprehensive VI system from the ground up: logo architecture, motif language, color system, typography, iconography, photography and film direction, and spatial/digital applications.
• Serve as the brand’s creative authority in agency engagements — maintaining a sharp point of view on brand aesthetic quality, pushing back where necessary, and ensuring strategic intent is never lost in execution.
• Define clear standards for what is on-brand and off-brand, and establish a principled exception framework: what can flex, what cannot, and under what conditions.
• Lead internal creative reviews and stakeholder alignment sessions — structuring options clearly and creating the conditions for confident, timely decisions by senior leadership.

2. Brand Governance & Global Implementation

• Build and run Trip.com’s global brand governance system: review and approval processes, quality standards, escalation paths, and compliance mechanisms across regions and functions.
• Design the implementation strategy for brand adoption — recognizing that governance without influence fails. This means building buy-in, not just writing rules.
• Develop brand guidelines, do’s and don’ts, and decision trees that global teams can navigate without constant escalation — while maintaining brand quality.
• Act as the final arbiter of brand compliance for global creative output, and partner with Regional Brand leads to ensure local market execution holds to brand standards.

3. AI Governance for Brand

• Build Trip.com’s AI brand governance framework from scratch — a first-of-its-kind initiative that defines the standards, rules, and processes for AI-generated brand content across the organization.
• Translate the brand system into AI-ready inputs: prompt frameworks, style training guidance, quality evaluation criteria, and guardrails for AI-assisted creative workflows.
• Work closely with Product and Technology teams to integrate brand governance into AI tooling and creative pipelines — ensuring that scale does not come at the cost of brand integrity.
• Stay ahead of the evolving AI creative landscape and continuously refine the governance framework as tools, capabilities, and use cases develop.

4. Global Creative Asset Development

• Lead the development of global campaign and brand assets — video, still imagery, motion, and digital — in partnership with creative agencies and production partners.
• Manage agency relationships end-to-end: briefing, creative direction, feedback, production oversight, and final delivery.
• Build and maintain the Trip.com Brand Toolkit: a centralized, always-current library of brand assets, templates, and operational resources — increasingly powered by AI-assisted workflows.
• Ensure global assets are structured for regional adaptation without diluting brand integrity.

What We’re Looking For

Experience & Background

• 8+ years in brand management, brand strategy, or brand design leadership, with demonstrated experience owning brand systems — not just contributing to them.
• Proven track record building or significantly overhauling a brand architecture and/or visual identity system, ideally at a company undergoing rapid scale or transformation.
• Experience managing top-tier creative agencies, with the authority and aesthetic confidence to lead — not just coordinate.
• Strong exposure to global or multi-market brand environments, with understanding of how to build systems that hold across cultural and linguistic contexts.