What is a Brand Manager?

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.

Education Requirements

Bachelor’s degree programs in marketing or in business with a concentration in marketing
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
Three years experience is often required

Brand Manager Essential Skills

Business savvy
Ability to multitask
Excellent written and verbal communication skills
Strong research and analytical skills
Comfort with CRM software
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.

Brand Manager Roles & Responsibilities

Manage and develop P&L and driving market growth
Maintain a company or individual’s public image through the implementation of marketing initiatives
Make decisions about the cost of branding and analyzing trends in customer spending
Build relationships with influencers, journalists and media outlets
Oversee social media accounts and ensure brand consistency

Day-to-Day Duties

Communicate with company executives, marketing personnel and public figures
Complete research into industry trends and public perception
Aid in the creation of marketing and advertising campaigns to strengthen the client’s brand identity
Develop custom marketing and advertising strategies
Create designs and layouts for media outlets
Write pitches, blog posts and articles
Conduct meetings with clients
Oversee marketing staff

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