Principal Brand Design Lead I

Most brand roles ask you to protect something that already exists. This one asks you to build it. CMT is the world's largest telematics and AI company for safer mobility, and as the company evolves into CMT.AI, the brand needs an owner: someone who can define the standards, build them as a living Figma system, get every team in the company using it, and connect it to AI tools so a small team can produce at the scale of a much larger one. If you've built a design system from scratch, if you're the person who fixes the component library instead of working around it, if you've already started using AI in real production work and have a point of view about it, and if you want wide latitude and a high bar rather than a manager telling you what to make, we'd like to see your portfolio. Here's what the role looks like day to day. Responsibilities: • Own CMT's brand identity and its evolution into CMT.AI across all touchpoints: product UI, website, sales and marketing materials, events, social, and customer, partner, and investor communications • Build and maintain CMT's brand standards as a complete Figma system: variables and tokens for color, type, spacing, and motion; component libraries for logos, iconography, data visualization, charts, UI patterns, and illustration; and template systems for decks, one-sheets, web modules, email, social, and events • Document the standards and publish guidelines so product, marketing, sales, and people teams can self-serve • Drive adoption across the company, replacing legacy templates and ad hoc assets with the new system and training non-designers to use the libraries correctly • Connect the Figma system to generative and agentic AI tools to automate production, including: • Pitch-deck generation that assembles approved components and copy into on-brand layouts from a prompt or outline • Campaign and social variants produced across formats and regions from a single master • Trade-show and event collateral generated from reusable environmental and print templates • Case studies, product sheets, and partner co-brands built from component libraries with AI-drafted copy routed through brand review • Iconography and illustration extended in the house style from a seed set • Select the tools (Figma AI, plugins and APIs, Adobe Firefly, image and video generation, LLM-based copy and layout assistants) and set the guardrails for quality, legal safety, and brand integrity • Lead flagship creative: brand campaigns, the website's visual system, keynote and conference presence, launch creative for DriveWell Atlas and the DriveWell product line, and corporate materials • Design and refine sales and marketing materials (pitch decks, product sheets, brochures, print and online advertisements, OOH, trade show collateral) and graphics for the website and social platforms • Work collaboratively with product, marketing, sales, and recruiting to understand their requirements and deliver design that accurately reflects CMT's brand • Run brand reviews and act as the final authority on brand consistency • Study where the category and the visual landscape are heading and bring proposals for how CMT's identity should grow • Mentor designers and contractors, raising the craft bar across the team • Complete any additional tasks that may arise Qualifications: • Bachelor's degree or equivalent years of experience and/or certification in graphic design, creative arts, or a related field • 7+ years of relevant experience in brand and visual design, including at least one full brand system build or refresh rolled out across an organization • Deep Figma fluency: variables, component architecture, auto layout, libraries, plugins, and the API; able to build a design system from scratch and keep it clean unde