What Does a Brand Manager Do?
Brand managers conduct market and current trend research to predict future trends and create strategies to enhance consumers’ perceptions of the brand. They oversee planning, advertising, design, and events to maintain consistency across advertising and campaigns. The role can exist within a single company managing one or multiple in-house brands or in a marketing agency representing various clients.
Brand managers touch all marketing initiatives and activities related to their brands, including print, web, and social media campaigns, events, and sponsorships. They should possess excellent analytical skills, multitasking, and strong organizational skills. The role requires attention to detail, a deep understanding of trends, and an ability to respond to customer desires, needs, and wishes. Brand managers must be creative, innovative, and able to develop original ideas. Excellent written and verbal communication skills round out the primary qualifications needed for success in this career.
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National Average Salary
Brand manager salaries vary by experience, industry, organization size, and geography. To explore salary ranges by local market, please visit our sister site zengig.com.
The average U.S. salary for a Brand Manager is:
$89,830
Brand Manager Job Descriptions
When recruiting, having the right brand manager job description can make a big difference. Here are some real-world job descriptions you can use as templates for your next opening.
Associate Brand Manager
Are you a dynamic and ambitious marketer looking to take your career to the next level? We have an exciting opportunity for an Associate Brand Manager to join our high-performing marketing team!
[Company] is a leading company in the [industry/niche], and we are seeking a talented and enthusiastic individual to assist in managing and driving the success of our brand.
Why Join Us?
- Brand Excellence: You’ll be part of a team dedicated to maintaining and enhancing our brand’s reputation. You’ll have the chance to contribute your creative ideas and see them come to life.
- Professional Growth: We invest in our employees’ development and provide opportunities for career advancement within the company. You’ll receive training and mentorship to become a successful brand marketing professional.
- Innovative Environment: Join a culture that fosters innovation and encourages out-of-the-box thinking. You’ll work with a diverse team that values collaboration and creativity.
Responsibilities:
- Assist in the development and implementation of brand marketing strategies to drive brand awareness and market share.
- Collaborate with cross-functional teams to execute integrated marketing campaigns across various channels.
- Monitor market trends, consumer behavior, and competitor activities to identify growth opportunities.
- Analyze marketing data and generate reports to measure campaign effectiveness and provide insights for future improvements.
- Support the planning and execution of product launches and promotional events.
Qualifications:
- Bachelor’s degree in Marketing, Business, or a related field.
- Previous experience in marketing, brand management, or related roles is an advantage.
- Strong project management and organizational skills.
- Excellent communication and presentation abilities.
- Analytical mindset with a data-driven approach to decision-making.
- Proficiency in Microsoft Office and marketing software/tools.
Mid-level Brand Manager
[Your Company Name] has an opening for a brand management position. The ideal candidate will have up to seven years of experience. In this fast-paced and challenging role, you will gain valuable experience working alongside senior-level managers – including creative directors, brand strategy directors, and production managers – on internal and client-facing assignments. As a member of this team, you are expected to drive consultative engagements with C-level executives that drive business growth for our clients and will have the opportunity to grow and have an impact by developing scalable solutions that shape our overall performance marketing franchise.
Typical duties and responsibilities
- Developing research-based brand strategy, guidelines, and vision to meet customer expectations
- Planning and executing all advertising, product design, pricing, and new product launches that are consistent with corporate branding
- Building brand awareness
- Conducting consumer and market research
- Researching and developing new business opportunities
- Managing advertising budget
- Analyzing competitor and customer trends to predict future trends
- Measuring and reporting on the success of marketing campaigns
- Meeting with clients
- Communicating brand strategies internally
- Managing a team of junior marketers
- Organizing events such as product launches and exhibitions
Education and experience
- Bachelor’s Degree in business, marketing, or related field
- MBA or Master’s Degree in marketing preferred
- 5-7 years of experience developing brand and marketing strategies
Required skills and qualifications
- Excellent written and verbal communication skills
- Exceptional research and analytical skills
- Knowledge of CRM software
- Deep understanding of company products and future concepts
- A willingness to listen
- Creative and innovative thinker
- Strong budgeting management skills
- Good professional judgment and discretion
- Familiarity with the latest trends, technologies, and methodologies
Preferred qualifications
- Experience using various social media platforms
- At least two years experience working in the same industry
- Experience supervising a team
- Strong proficiency in Microsoft Excel, PowerPoint, and Word
- Self-motivated
- Experience in a multitasking environment
Senior Brand Manager
{Company} is looking for a self-directed senior brand manager responsible for driving collaboration between agency and client teams as we pursue meaningful business opportunities. You act as the chief instigator and inspirer, contributing ideas and providing thought leadership with the primary objective of helping your teams and clients achieve more. In addition to serving as the team’s hub, you will contribute to brand and marketing strategy, manage projects and use your resourcefulness to solve problems. You innately go beyond passing information from one group to another – you provide synthesis, context, and interpretation. It’s in your nature to take the reins confidently, and own initiatives independently as you help ensure day-to-day work is executed at a high level.
The Role:
Project Management
- Lead all aspects of client project management
- Set the standard for organization and attention to detail for all accounts
- Ensure adherence to client and agency processes (briefing, timeline and scopes, etc)
- Ensure all communications aim to achieve alignment on expectations, goals and approach
- Financial management of client accounts including billing, invoicing, reporting and reconciliation
Be Accountable to the Business
- Regularly communicate with internal and external teams to establish clear objectives
- Maintain strong, collaborative relationships with client decision makers and agency partners
- Provide context for internal teams so they are clear on client business needs and goals
- Manage effective briefing, executional and post-mortem process for all initiatives
- Create and manage client business growth plans
Seek Opportunities
- Establish regular cadence of performance reporting against client objectives
- Seek competitive and industry trends and insights to inform decisions and client recommendations
- Facilitate agency-client discussion around opportunities
- Manage the development of proactive ideation on behalf of key clients
Active Ideation
- Contribute ideas and inspiration throughout agency and client development opportunities
- Establish yourself and the agency as a thought partner with clients
- Represent the strategic opportunities for the agency and clients in all instances
- Develop agency position papers and POV documents on key topics for both agency and clients
Experience & Qualities:
- 8-10 years of agency experience
- Strong communicator
- Detail-oriented and organized
- Proactive self-starter
- Constantly seeks information
B2C Brand Manager
Key duties of this role are leading cross-functional teams, driving differentiated, new-to-the world initiatives, and collaborating with a variety of internal and external partners, including our research and development teams, brand equity teams, white space and creative agencies, insight partners, sales teams and retailers. Additionally, you will evaluate consumer, category, financial and market performance to develop and implement strategies and key performance tracking to deliver consumer preference, interest, revenue, profit and market share objectives.
Specifically you will work across these areas
Product Innovation: The Brand Manager of [ABC Company] is responsible for building, executing, and managing our long-term product pipeline including idea generation, opportunity assessment, product development and initial commercialization.
- Develops, implements, and delivers long-term, differentiating innovation strategies, and plans that deliver on our business strategy and objectives
- Adopts and advocates white space/what-if thinking and constructs and inspires innovative thinking within the cross-functional teams
- Collaborates with Research & Development and Insights teams and leverages consumer, customer, and category insights to transform what-if ideas to realistic solutions that deliver on consumer needs and long-term profitable growth
- Leads diverse teams of cross-functional partners from concept to commercialization for new products/platforms inclusive of product development, forecasting and P&L management, channel planning, manufacturing, sell-in, marketing support, and early in-market performance tracking to optimize ensuring solutions are commercially and financially sustainable
- Develops product positioning, packaging, and pricing strategies to support launches
- Develops and maintains strategic relationships with external partners and agencies
- Collaborates with sales and brand equity partners to prepare and present innovation process/outlook customized to key retailer partners
Innovation Process: This position is also responsible for partnering with the Director of Innovation, innovation team, and cross-functional teams to help build, manage and refine the short and long term product innovation process.
- Adopts and portrays a continuous improvement mindset to drive effectiveness of product white space identification, development, and commercialization processes, leveraging external best practices, tools, and techniques, agency and insight partners
- Stewards effective use of innovation process; help train/coach cross-functional team members
- Develops and maintains effective KPIs and performance tracking as a core part of the innovation process. Prepares report outs and updates for senior leadership
Marketing Communications: Develops and implements integrated communications plans that drive viable market share growth for test markets/launch
- Sets communications objectives and strategy for integrated customer and consumer launch
- Partners with Brand Equity team to develop integrated communications plans to include advertising, social media, direct & event marketing, sales materials, public relations and promotional campaigns targeted at retailers and consumers
- Partners with brand equity teams to deliver relevant sell-in information for test markets/launch to sales and retail partners through presentations, sell-in materials and in-market visits
- Leverages in-market performance tracking to optimize product proposition
Leadership: Be an effective leader who is able to lead with flexibility to capitalize on opportunities and solve problems in an ever-changing workplace.
- Coaches and develops junior members of the team, growing their marketing skill set
- Builds and motivates effective cross-functional relationships in a highly matrixed organization
- Responsible for leading an Associate Innovation Manager
Qualifications
- Undergraduate Degree in Marketing or related field with 5+ years marketing experience. Preferred: MBA with 2+ years’ experience.
- 3-5 years related consumer packaged goods (CPG) work experience preferred
- Experience with innovation development and process preferred
- Demonstrated experience thinking and executing like a business owner: someone who can take initiative and get things done while having fun in an entrepreneurial environment
- Analytic horsepower with a relentless orientation on the results, and the capacity to respond quickly to changing marketplace dynamics
- Strong influencing skills: working well with others and leading in a cross functional environment
- Strong business acumen, with a knack for turning data into insights and recommendations
- Strong communication skills (verbal and written) and project management skills
- Strong consumer empathy to build compelling solutions and consumer connections
- Budget management experience
- Demonstrated knowledge and understanding of marketing and finance, P&L management,
- Proven track record in managing and meeting volume and profit targets through creative marketing of existing lines, and new product introductions
- Proficiency in Nielsen/IRI syndicated data
- Demonstrates ABC Company’s Values: Be Real, Speed Matters, Stewardship, Relationship Driven, Self- Discipline, Show Awesome Character
Brand Manager Qualifications to Look For
Previous experience
- Developed, implemented, and managed brand strategies to achieve company objectives
- Collaborated with cross-functional teams, including marketing, sales, and product development, to ensure brand consistency
- Conducted market research to identify brand positioning and target audiences
- Analyzed sales data, market trends, and consumer feedback to inform brand strategies
- Managed and allocated the brand budget, ensuring maximum return on investment
- Oversaw the production of advertising campaigns, promotional materials, and other brand-related content
- Tracked performance metrics and KPIs to assess brand health and growth
- Liaised with external agencies, including advertising, PR, and research firms
- Addressed potential brand risks and implemented damage control strategies when necessary
- Organized product launches, press releases, and other brand-related events
Soft skills
- Communication and presentation skills
- Creativity
- Leadership
- Problem-solving
- Teamwork and collaboration
- Time management
- Attention to detail
- Adaptability
Education
- Bachelor’s degree in Marketing, Business, Communications, or a related field
- Master’s degree in Business Administration (MBA) can be advantageous for higher-level positions
- Professional certifications in branding or marketing can further validate expertise
- Continuous professional development to stay updated with the latest branding trends, tools, and strategies
Certifications
- Certified Brand Manager (CBM). The CBM course is administered by the Association of International Product Marketing and Management and is designed for brand managers and those responsible for creating and strengthening a company’s brands. Topics covered in the course include the role of brand management, brand architecture and the brand portfolio, brand identity, and positioning of a candidate’s brand. The CBM demonstrates expert knowledge of the elements, attributes, personality, and core values of a brand and the role each one plays in developing relationships with customers. It also shows employers candidates know how to maximize brand equity and brand value.
- Certified Product Manager (CPM). The CPM certification validates a candidate’s product management skills. The training focuses on building case studies, competitive analysis, product launch plans, market planning, and more to prepare candidates to create and build products that fit their customers’ wants and needs. They can take the training course and the final exam in person or online.
- Agile Certified Product Manager and Product Owner (ACPMPO). This credential certifies a candidate’s knowledge of strategic and tactical concepts in product management and product ownership. They will gain a thorough understanding of basic and advanced strategic and tactical concepts in agile product management and product ownership. The ACPMPO also ensures that upon passing the exam candidates fully understand agile product management and can apply the concepts immediately, making them more effective in their job and giving them an advantage over their peers.
Sample Interview Questions
- Can you describe your experience with brand development strategies? This question assesses the candidate’s understanding of brand development’s fundamental principles and ability to execute effective strategies.
- How do you measure the success of a branding campaign? Here, we want to understand the candidate’s proficiency with analytics and KPIs specific to branding efforts.
- Describe a time when you had to make a difficult decision regarding brand positioning. What was the outcome? This question probes the candidate’s decision-making skills in a challenging brand-related scenario.
- Could you explain a brand strategy you developed and implemented that didn’t meet the expected results? How did you handle the situation? This question tests resilience and adaptability, key traits for a brand manager.
- How do you conduct a competitive analysis in the context of brand management? A brand manager should be adept at sizing up the competition and determining strategic advantages.
- Can you describe your experience with brand-specific budget management? This question seeks to understand the candidate’s financial acumen in a brand-centric context.
- Tell us about a time you worked with a cross-functional team to execute a brand initiative. How did you handle any challenges? Brand managers often collaborate with other departments, necessitating strong teamwork skills.
- How would you handle a situation where the brand’s reputation is at stake due to a crisis or scandal? Crisis management skills are critical in preserving and protecting a brand’s reputation.
- Can you share an example of a brand trend or innovation you have recently incorporated into a strategy? This question probes the candidate’s awareness of current brand trends and their ability to innovate.
- How have you used social media channels to enhance a brand’s image and reach? In the digital age, expertise in social media branding is essential.
- Can you describe your experience with using customer feedback to inform branding strategies? Customer-centric thinking should underpin a brand manager’s strategy.
- How have you leveraged partnerships or collaborations to elevate a brand? Strategic partnerships can be a potent tool for enhancing brand visibility and appeal.
- Tell us about a time when you successfully managed a brand redesign or rebranding project. This question digs into the candidate’s project management skills and understanding of brand evolution.
- How do you stay updated on industry changes and consumer trends that may affect your brand strategy? This question assesses the candidate’s commitment to ongoing learning and adaptability.
- Describe your approach to working with advertising or marketing teams to ensure brand consistency across various platforms. Brand consistency is vital, and the candidate should demonstrate their ability to maintain it across departments and mediums.
