Brand Manager job description
What is a Brand Manager?
When you hear a brand’s name, what thoughts come to mind? If they are positive, inspiring and make you want to run out to buy the brand’s newest product, then a brand manager somewhere is doing his or her job.
Brand managers are responsible for ensuring that the products, services and product lines that fall under their domain resonate with current and potential customers. To do so, these professionals continuously monitor marketing trends and keep a close eye on competitive products in the marketplace. They also regularly meet with clients and senior management, and they oversee a team of junior marketers.
Working under marketing managers or CMOs, brand managers serve as the point-person for developing, implementing and executing marketing initiatives and activities for their particular brand. These initiatives and activities include campaigns (print, web, social media, broadcast, etc.), events, corporate responsibility programs and sponsorships.
Brand Managers are responsible for more than executing marketing campaigns; they are also in charge of managing and developing P&L and driving market growth. Strong analytical skills, business savvy and the ability to multitask are all essential.
The Brand Manager’s skill set
• Excellent written and verbal communication skills
• Strong research and analytical skills
• Comfort with Computer software’s
• In-depth understanding of the company’s current products and future concepts
• A willingness to listen
• Ability to think creatively and innovatively
• Budget-management skills and proficiency
• Professional judgment and discretion that comes from years of experience in the field
• Analytical skills to forecast and identify trends and challenges
• Familiarity with the latest trends, technologies and methodologies in graphic design, web design, production, etc.
Related job titles: Brand Manager (Junior, Senior), Marketing Manager, Brand Liaison, Product Manager
Most colleges and universities offer bachelor’s degree programs in marketing or in business with a concentration in marketing. However, brand managers are not required to have a specific degree or academic background. On the other hand, they’re expected to have expert knowledge about marketing and related subjects (advertising, market research, consumer behavior, marketing analytics) culled from years of hands-on experience in the industry and in the marketing field.
Related Certifications & Qualifications: There are no generally accepted or preferred certification requirements or expectations for brand managers. Experience — at least three-years — is often required, and many brand managers work their way up from junior-level positions by taking advantage of professional development courses and in-house training opportunities.
Where do Brand Managers work?
Most brand managers work in a business or corporation. The brand manager may be in charge of their own team
Role and Responsibilities of a Brand Marketing Manager
1. Plan, strategies and execute marketing designs and activities to establish and maintain brand presence in the market
2. Define product strategies and road maps
3. Research and determine product weaknesses and areas to be modified
4. Develop sales tools and collateral's
5. Develop effective product positioning in the market
6. Conduct competitive strategic analysis, consumer segmentation, and consumer insight development
7. Examining the competitive landscape on local, regional or national scale to help direct marketing effort.
8. Gathering information and preparing reports to determine potential sales of a product or service.
9. Launch and oversee advertising and media planning
10. Coordinate activities of specialists involved in the brand positioning of the products
11. May also play a role in developing and executing the marketing campaign.
12. Responding to requests for information from the media or electing an appropriate spokesperson or information source.
13. Shape and communicate our vision and mission
14. Translate brand elements into plans and go-to-market strategies
15. Studying the objective, promotional policies or needs of organizations to develop public relations strategies that will impact public opinion or promote ideas, products or services.
16. Lead creative development to motivate the target audience to “take action”
17. Planning or directing development or communication plans to help create and maintain a favorable public image for an individual or organization.
18. Measure and report performance of all marketing campaigns, and assess ROI and KPIs
19. Monitor market trends, research consumer markets and competitors’ activities
20. Oversee new and ongoing marketing and advertising activities
21. Monitor product distribution and consumer reactions
22. Producing materials such as posters, contests, coupons or giveaways to create interest in a product or services.
23. Developing detailed reports outlining findings and proposing solutions or alternative ways of operating more efficiently.
Brand managers are the people who shape a company’s outward image. To do that, you’ll need to uncover consumer insights and deliver innovative marketing campaigns. We’ll turn to you to learn what can attract our customers and prospects and how we can improve customer experience.
If you’re creative, possess a strategic mind and have experience in implementing targeted brand campaigns, we’d like to meet you.
Ultimately, you’ll help us improve our company’s reputation and drive growth.Brand marketing - involving the promotion of any brand activities and strategies to establish and maintain the presence of a brand in the market is known as brand marketing.