Vice President, Brand Strategy & Experience Design,
Terry Yoo is Vice President of Brand Strategy and Experience Design at IBM. She and her team are responsible for stewarding the IBM brand — one of the most valuable in the world — as well as the company’s major category brands, such as IBM Watson, IBM Cloud and IBM Services.
Since assuming this responsibility in 2013, Ms. Yoo has built a multidisciplinary team of designers, brand strategists and agency partners. Together they established IBM’s first comprehensive brand architecture. It defines and guides how the character of the IBM master brand and category brands are expressed through visual and graphic identity, naming, advertising, content, digital channels, events and experiences. Recently, her team led work to develop a unifying IBM design philosophy and language that spans marketing, digital and product experiences.
Previously, Ms. Yoo played leadership roles in IBM’s Centennial in 2011, development of the IBM annual shareholder and corporate responsibility reports and in strategic communications programs. Ms. Yoo joined IBM in 1995, and prior to this worked in marketing communications for a startup in Cambridge, MA. She has an MS degree in magazine journalism from the Medill School of Journalism at Northwestern University and a BA in Economics from Wellesley College.