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.
- 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
- 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