The role of a brand manager

soft-architecture

A Brand Manager is responsible for adapting a brand strategy for a company's target market.

As the 'brand guardian', brand managers maintain brand integrity across all company marketing initiatives and communications, and may manage a portfolio of products.
Brand managers have strong communication skills and need to maintain good relationships with colleagues and external contacts. 

What activities are part of the brand manager role?

  • Brand strategy, including the setting of style guides, brand guidelines, brand vision and value proposition for short as well as long term
  • Planning and execution of all communications and media actions on all channels, including online and social media
  • Assisting with product development, pricing and new product launches as well as developing new business opportunities
  • Creating and managing promotional collateral to establish and maintain product branding
  • Managing the budget for advertising and promotional items
  • Competitor and customer insights analysis
  • Analysis of sales forecasts and relevant financials and reporting on product sales

What qualifications are needed to become a brand manager?

Brand managers tend to be degree qualified with a relevant major and/or have several years' demonstrable marketing experience in a similar environment.

To achieve this position employers might expect you to have a degree in Business, Advertising and Marketing, Economics or Engineering from a first line school, be fluent in English and have a post-graduate qualification or MBA.

Brand managers have strong communication skills and need to maintain good relationships with colleagues and external contacts. They have a hands on attitude, and are analytical and ambitious. Possession of these qualities will assist you to obtain a brand manager position.

What key attributes do brand managers typically have?

Key personal attributes for a successful brand manager include:

  • Brand awareness - a clear understanding of brands and the marketing mix
  • Determination and perseverance
  • Relationship management skills
  • A strong focus on results
  • A high degree of business acumen

Salary expectations for brand managers

Download Robert Walters' Global Salary Survey for further details on what you can expect to earn as a brand manager.

Brand manager career prospects

Brand managers can progress to marketing manager or marketing director positions.

There is currently strong demand for brand managers, particularly those with FMCG experience. 

Looking to make your next career move? Start by using the Robert Walters job search engine.

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