Leads creative direction for IBM’s product launches across the portfolio, ensuring consistent, high-impact global campaigns. Drives creative strategy and execution across integrated campaigns, partnering with marketing, product and strategy teams to translate complex technology into clear, compelling brand narratives. Manages and guides a multidisciplinary creative team while aligning stakeholders across the organization to ensure brand consistency, operational efficiency and high-impact creative at scale. Defines communication frameworks for key market moments and product launches, ensuring campaigns support both business objectives and long-term brand equity.