Pablo Ulpiano G.
Director, Brand Governance - Samsung Electronics America | Global Brand & CX Leader | Design Systems, AI-Driven Creative & Digital Transformation
- Role
- Director, Corporate Brand Creative & Governance at Samsung Electronics America
- Location
- Princeton, NJ, US
- LinkedIn followers
- 500 followers
About Pablo Ulpiano G.
Brand governance director, creative leader, and former account/program manager, with a consistent focus on inclusivity, sustainability, and user-centric design. I integrate innovative concepts with practical design and data-backed consumer and business insights, turning brand and innovation strategies into engaging and actionable plans across global organizations.Throughout my career at Samsung Electronics America, Kenvue / Johnson & Johnson, S&P Global, and other leading brands, I’ve driven initiatives that enhanced brand engagement and digital interaction, upgraded user experiences, and reshaped brand identities. My strengths in negotiation, stakeholder management, and collaboration ensure that every project contributes to overarching marketing and business goals.Representative outcomes include:• Leading North America brand governance and visual identity operations at Samsung, translating global standards into local execution across LoBs during a period of double-digit brand value growth and improved global brand ranking.• Boosting creative operational efficiency at Kenvue in ways that supported net sales growth and helped embed sustainable innovation and ESG priorities into the design and innovation pipeline. • Driving initiatives at Johnson & Johnson that expanded digital brand presence by ~50%, strengthened J&J Design’s internal influence, and contributed to significant growth of its global studio footprint.• Guiding complex brand and rebrand work at S&P Global and other organizations, unifying fragmented identities into coherent systems that improved brand recognition while reducing production complexity and time-to-market.Today, as Director of Brand Governance at Samsung Electronics America, I bring deep experience in marketing, branding, design systems, and data-driven decision making to complex, multi-stakeholder environments. I enjoy partnering with executives, cross-functional teams, and agencies to build scalable governance, empower designers, and protect and grow brand equity. I’m open to conversations where brand, CX, and design systems are central to business and digital transformation.
Experience
Director, Corporate Brand Creative & Governance
Dec 2025 — Present · Englewood Cliffs, NJ, US
Director, Brand Governance – North America, responsible for visual identity, sponsorship and co-branding standards, and creative governance across Corporate Marketing and key lines of business.• Own the North America Brand Governance & VI agenda, partnering closely with the Global Brand Center in Suwon to translate global standards into regional reality across MX, HE, DA, Display, and Corporate initiatives. • Advise senior leaders on brand, CX and creative risk, balancing consistency, flexibility, and speed for priority campaigns (e.g, flagship launches, performance marketing, partnerships, and LA 2028 Olympics-related initiatives). • Lead governance for co-branding, licensing, and generative AI, including guardrails, training, and asset security to protect the Samsung brand in an AI-driven creative ecosystem.• Champion AI-enabled design and review workflows, working with internal teams and vendors to reduce time-to-approval while raising creative and compliance standards.• Set direction for a high-performing in-house design team, ensuring their work is connected to corporate priorities, measurable outcomes, and a clear development path.
Education
New York University
Certificate Program (SCPS), Digital Media Marketing
2010 — 2011
University of Cambridge
Circular Economy and Sustainability Strategies
2022 — 2022
University of Canberra
Exchange Student, Graphic Design
2002 — 2003
Vitra Design Museum
Summer Courses
2008 — 2008
Central Saint Martins College of Art and Design
Summer courses, Graphic Design
2008 — 2008
Istituto Europeo di Design
Masters, Web Design and Audiovisual Art Design
2003 — 2004
School of Visual Arts
Continuing Education Courses (GDC), Design and Branding
2009 — 2010
New York University
Certificate Program (SCPS), Advertising Management
2010 — 2011
Istituto Europeo di Design
Bachelor of Fine Arts (BFA), Communication Design
2000 — 2003
School of Visual Arts
Masters in Professional Studies (MPS), Branding
2011 — 2012
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