In Summary - Brand Manager - Marketing
Brand Manager - Marketings typically work in the following Career Sectors:
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The Work - Brand Manager - Marketing
Brand management is part of the marketing function in large companies. Most brand managers have had some experience in advertising, promotions, or sales.
Brand managers conduct initial market research for a brand, gathering data about where a product fits in with the rest of the market. This includes polling demographics, discovering demand for a product, and asking people what makes a particular product stand out.
After extensive research, brand managers develop monthly objectives with their team with the goal of increasing a brand's value. This includes developing marketing strategies and introducing the brand to the public.
Throughout a brand's life, the brand manager reports to higher level marketing staff about sales, how marketing strategies are affecting those sales, and how a brand can reach even more consumers.
In large multinational companies, individual brands may be treated like businesses within the company, and brand managers are essentially small business owners.
The job involves:
- Monitoring the competitive landscape of the category in which your brand resides
- Developing strategies to exploit market opportunities
- Executing those strategies with the help of a cross-functional team
- Delivering the sales volume, market share, and profit projections for the business
Brand managers produce comprehensive business plans and submit them to senior management. When the price of a key ingredient in their product for eaxmple, goes through the roof because of supply conditions, they rewrite the business plan from scratch with more contingencies.
Brand managers focus on the minutiae of daily sales-volume reports and they dream big dreams when it's time to update the vision for the brand. They approach upper-level management for capital to fund a new product launch or a line extension in much the same way that small business owners go to venture capitalists or banks to fund expansion.
Brand managers are mid- to high-level employees, meaning they've worked up through the ranks and developed an excellent intuition for introducing new brands and growing them to become successful. Because they typically work with a branding team, strong leadership skills are a must for any brand manager.
Most commonly reported Work Tasks
- Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.
- Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
- Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
- Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
- Develop pricing strategies, balancing firm objectives and customer satisfaction.
- Compile lists describing product or service offerings.
- Initiate market research studies or analyze their findings.
- Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
- Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.
- Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.
Most commonly reported Work Activities
- Communicating with Persons Outside Organization Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
- Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
- Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
- Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
- Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
- Developing and Building Teams Encouraging and building mutual trust, respect, and cooperation among team members.
- Organizing, Planning, and Prioritizing Work Developing specific goals and plans to prioritize, organize, and accomplish your work.
- Making Decisions and Solving Problems Analyzing information and evaluating results to choose the best solution and solve problems.
- Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
- Developing Objectives and Strategies Establishing long-range objectives and specifying the strategies and actions to achieve them.
Interests - Brand Manager - Marketing
This occupation is typically suited for people with the following Career Interests:
Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.
The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.
Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.
Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.
They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.
Employers look for a creative mind and strong business acumen. They also look for candidates with good organisational skills and a meticulous nature. These are prerequisites within the FMCG sector since brand managers often have to manage multiple projects or product lines.
The best managers are typically outgoing, creative thinkers who are able to communicate effectively with a wide range of people. Strong writing skills are usually also essential, particularly when it comes to drafting reports and issuing written recommendations.
Entry Requirements - Brand Manager - Marketing
A degree or an MBA in business management or marketing is typically required by employers.
As a brand manager, you can typically move into senior or group brand management roles within a larger organisation after five years’ experience or more, where you will oversee a portfolio of brands and lead a team.
Successful managers can eventually move into marketing director or general management roles after more than eight years' experience.
Prior experience in a similar sector is crucial to securing mid to senior level jobs within most companies. Unless you are looking at entry level or junior positions, you may find it extremely difficult to move into areas such as Fast Moving Consumer Goods(FMCG) mid career.
Marketing professionals from other consumer industries or advertising agencies often find contract roles an excellent way to gain branding experience.
Last Updated: April, 2015
Pay & Salary - Brand Manager - Marketing
Salary Range (thousands per year)* 25k - 60k
Campaign / Brand Manager: 35 - 60
Campaign / Brand Executive: 25 - 35
Last Updated: February, 2017
* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Labour Market Updates - Brand Manager - Marketing
Employment growth for this occupation relates primarily to growth since 2016 and as such should be treated with caution. No shortages were identified in this area; of those issued with employment permits almost all were for salaries above €70,000 and half were in the IT sector.
National Skills Bulletin 2018