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Job outlook for brand managers in the United States
Brand manager job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected brand manager job growth rate is 10% from 2018-2028.
About 33,700 new jobs for brand managers are projected over the next decade.
Brand manager salaries have increased 8% for brand managers in the last 5 years.
There are over 8,714 brand managers currently employed in the United States.
There are 127,429 active brand manager job openings in the US.
The average brand manager salary is $97,789.
Are brand manager jobs in demand?
Brand manager job and salary trends over time
Brand manager jobs over time
Brand manager job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 8,714 | 0.00% |
| 2020 | 8,448 | 0.00% |
| 2019 | 8,244 | 0.00% |
| 2018 | 7,518 | 0.00% |
| 2017 | 6,846 | 0.00% |
Average brand manager salary over time
Brand manager salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $97,789 | $47.01 | +3.9% |
| 2024 | $94,130 | $45.25 | +1.9% |
| 2023 | $92,369 | $44.41 | +1.6% |
| 2022 | $90,952 | $43.73 | +0.8% |
| 2021 | $90,230 | $43.38 | +1.9% |
Brand manager jobs by state
Most common states for brand managers
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 311 | 45% |
| 2 | Massachusetts | 6,859,819 | 1,488 | 22% |
| 3 | Washington | 7,405,743 | 1,364 | 18% |
| 4 | California | 39,536,653 | 6,536 | 17% |
| 5 | Oregon | 4,142,776 | 722 | 17% |
| 6 | Utah | 3,101,833 | 523 | 17% |
| 7 | Delaware | 961,939 | 163 | 17% |
| 8 | Rhode Island | 1,059,639 | 167 | 16% |
| 9 | Illinois | 12,802,023 | 1,906 | 15% |
| 10 | Colorado | 5,607,154 | 842 | 15% |
| 11 | Connecticut | 3,588,184 | 550 | 15% |
| 12 | Vermont | 623,657 | 95 | 15% |
| 13 | New Jersey | 9,005,644 | 1,267 | 14% |
| 14 | Virginia | 8,470,020 | 1,155 | 14% |
| 15 | Minnesota | 5,576,606 | 802 | 14% |
| 16 | New York | 19,849,399 | 2,573 | 13% |
| 17 | New Hampshire | 1,342,795 | 179 | 13% |
| 18 | Georgia | 10,429,379 | 1,277 | 12% |
| 19 | Maryland | 6,052,177 | 723 | 12% |
| 20 | Pennsylvania | 12,805,537 | 1,357 | 11% |
Most common cities for brand managers
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Beverly Hills | 2 | 6% | $92,205 |
| 2 | Culver City | 2 | 5% | $92,073 |
| 3 | Little Rock | 3 | 2% | $75,213 |
| 4 | Boston | 6 | 1% | $96,435 |
| 5 | Atlanta | 4 | 1% | $85,296 |
| 6 | Sacramento | 3 | 1% | $102,639 |
| 7 | Tampa | 3 | 1% | $79,389 |
| 8 | Bellevue | 2 | 1% | $99,980 |
| 9 | Birmingham | 2 | 1% | $80,093 |
| 10 | Des Moines | 2 | 1% | $75,174 |
| 11 | Chicago | 5 | 0% | $85,718 |
| 12 | Los Angeles | 5 | 0% | $92,104 |
| 13 | Phoenix | 4 | 0% | $89,359 |
| 14 | Indianapolis | 3 | 0% | $77,879 |
| 15 | Baltimore | 2 | 0% | $89,506 |
| 16 | Denver | 2 | 0% | $78,201 |
| 17 | Detroit | 2 | 0% | $100,687 |
Brand Manager job outlook: Expert opinions
Our panel of brand manager experts
Texas Christian University
North Dakota State University
Siena College
Siena College
University of Scranton
University of Houston - Downtown
University of Houston - Downtown
Towson University
University of West Georgia
Auburn University-Montgomery
East Stroudsburg University of Pennsylvania
Berea College
Delta State University
Old Dominion University
Western New England University
Menlo College
Roger Williams University
What will help Brand Managers increase their earning potential?
Rich Johnson: Digital media covers a lot of mediums and requires many skill sets (print, static online, animation, interactive). The print arm is a lesser component although still valuable in the scope of marketing. Smartphones, tablets and gaming have moved a lot of digital into a customer expectation of interactive and customizable content. The present model of career specialization in a certain aspect of this spectrum of skills is changing. The age of the generalist is becoming more of a reality as design tools are becoming more accessible and A.I. is assisting in the more complex tasks. I would say that someone working in digital media will need to focus more on the big picture of design, predicting trends and developing solutions from a point of view with perspective. It will be even more important to understand the needs of a system from the top down and provide solutions that enhance that system. This might be through partnering with marketing and sales to conceptualize solutions, pitching product ideas and other functions related to creative and art direction. And be curious, all of the time. Keep up to date with everything that is happening. Take classes, watch tutorials, read articles and be obsessed with the breakneck rate of change. Digital media is constantly changing and possibilities are always expanding. It can be near impossible to be a master of all of these trajectories, but you can understand them well enough to bring in a specialist when the challenge requires it. This is where I predict that A.I. will be a major paradigm shift. There will be a time when you will ask the system to solve a problem, and you can choose what parts of the process that you want to control. So to boil it down... Develop a well rounded set of skills Further develop specialist level skills where you excel Keep on top of change and keep a thirst for learning Strengthen your connection to problem solving and creative innovation Keep an eye on the future predicting what might be around the bend
Jennifer D'Angelo PhD
Assistant Professor of MarketingWhat will help Brand Managers increase their earning potential?
Jennifer D'Angelo PhD: A marketing manager is often responsible for planning and implementing a marketing plan. What this marketing plan encompasses can vary, as marketing involves many different things such as branding, product development, sales, advertising, digital and social media, and retailing.
What general advice would you give to a Brand Manager?
Jennifer D'Angelo PhD: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
Ken Corbit Ph.D.
Assistant Professor of Professional Practice in MarketingTexas Christian University
Specialized Sales, Merchandising And Marketing Operations
What general advice would you give to a Brand Manager?
Ken Corbit Ph.D.: Strategic
Company Selection:
Focus on joining companies with robust sales training programs, emphasizing consultative selling. Look for organizations that invest in your development, providing live calling experiences, quota-driven sales processes, and exposure to tools like Salesforce.
Tech
Proficiency and Sales Tools Mastery:
Familiarize yourself with cutting-edge sales technologies, including CRM tools like Salesforce. Your proficiency in these tools will not only streamline your sales processes but also position you as a tech-savvy professional in the competitive sales landscape.
Hands-On
Experience:
Actively engage in live calling, take ownership of sales funnels, and work with senior hiring authorities during your training. This hands-on experience will not only build your confidence but also prepare you for the challenges of consultative selling.
Research
and Decision-Making Skills:
Develop strong research skills to evaluate companies based on fit, growth opportunities, compensation structures, and overall potential. This informed decision-making approach will set you apart and empower you to navigate the sales landscape strategically.
Mentorship
and Networking:
Seek mentorship both within and outside your organization. Building relationships with mentors who invest in your sales skills and knowledge will provide valuable insights. Additionally, actively participate in online forums to connect with practical sales
knowledge and best practices.
What general advice would you give to a Brand Manager?
Jennifer D'Angelo Ph.D.: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
Ahmad Asady
Assistant Professor of Management Faculty Scholar, Challey Institute for Global Innovation and GrowthNorth Dakota State University
Marketing
What general advice would you give to a Brand Manager?
Ahmad Asady: The role of a Marketing professional is as rewarding as it is demanding. On one hand, it offers the chance to unleash creativity, see the direct impact of your work, and enjoy a variety of experiences across different projects and industries. On the other hand, it comes with its fair share of challenges, such as the pressure to perform under tight deadlines and budgets, the constant need to stay ahead in a fast-evolving field, and the stress of quantifying the effectiveness of marketing campaigns. Despite these challenges, the role remains appealing for those drawn to a career that demands both strategic thinking and creative innovation, underscored by the powerful tool of persuasion to shape consumer behavior and drive business success.
What will help Brand Managers increase their earning potential?
Ahmad Asady: A Marketing professional's day is a blend of art and science, filled with the pursuit of understanding and engaging the target audience. Their daily activities revolve around creating and managing content that resonates with consumers, conducting market research to stay ahead of trends, analyzing data to refine strategies, and collaborating with cross-functional teams to ensure a unified brand message. Persuasion lies at the heart of their role, as they must continuously convince both internal stakeholders and external audiences of the value and relevance of their brand's offerings.
Soyoung Joo
Assistant Professor of MarketingSiena College
Marketing Department
What skills will help Brand Managers earn the most?
Soyoung Joo: Being able to work well with people from diverse backgrounds can be added to the above skills.
Allison Lauenstein
Teaching Instructor of MarketingSiena College
Marketing Department
What skills will help Brand Managers earn the most?
Allison Lauenstein: Leadership and collaboration will go a long way. The best ideas can come from anywhere, and it's not always about who has the best idea but who can execute the idea the best. Good marketers must understand that if you cannot successfully execute or effectively communicate a great idea, it may not be so great.
What skills stand out on Brand Manager resumes?
Allison Lauenstein: Skills that stand out show that the candidate has had some experience leading projects and project teams. Marketing is a collaborative effort, and it is critically important for upcoming managers to understand how to manage and motivate a team to achieve its objectives.
Abhijit Roy
Professor of MarketingUniversity of Scranton
School of Management
What soft skills should all Brand Managers possess?
Abhijit Roy: These are very important, yet harder to quantify skills, not only for marketing professionals but for business graduates in general. They include the ability to make sound decisions under pressure, having a high emotional intelligence quotient (EQ) as embodied by having empathy towards coworkers and subordinates, delegating appropriately, mentoring, communicating, time management, maintaining positivity despite setbacks and adapting to unforeseen challenges, being flexible, being persuasive and assertive at appropriate moments, yet being collaborative, seeking feedback, and the ability to negotiate and resolve conflicts when needed, amongst others.
Soft skills are typically more instrumental in enabling candidates to fit into an organization's culture and be strong candidates for promotion. Most marketing jobs involve candidates representing their brand initiatives and building strong client relationships, so interpersonal, and other soft skills are often valued more than hard skills. The strongest case for having excellent soft skills is that they are more easily transferable across various jobs and industries.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
What skills stand out on Brand Manager resumes?
Dr. Richard Conde Ph.D.: Showcasing the balance between people management and analytical skills. Marketing today relies on a substantial amount of data, which requires marketing managers to possess strong analytical skills. At the same time, leaders have to motivate, inspire, and guide employees. In the last 3-5 years, I have seen a greater emphasis on analytical skills.
What soft skills should all Brand Managers possess?
Dr. Richard Conde Ph.D.: Leaders need to lead. A leader who is curious, vulnerable, transparent, and inclusive generally has better success. The challenge is to teach leaders to be authentically curious. That is a big challenge in leadership.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
What soft skills should all Brand Managers possess?
Dr. Richard Conde Ph.D.: The need for soft skills are consistent through time. With our societal focus on social media, texting, emojis, etc. It appears to me companies are looking for the following:
- Active listening skills
- Willingness to be self-reflective and accept feedback
- Accept different perspectives. The collision of ideas creates knowledge
- Communicate to the listener (at their level). Flex communicators
- Cultural intelligence. Demographics changes will require better understanding of team member's, boss', customer's, etc. cultural context
Erin Steffes Ph.D.
Department Chair and ProfessorTowson University
Marketing Department
What hard/technical skills are most important for Brand Managers?
Erin Steffes Ph.D.: As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.
Dr. Sooho Lee
Director, Master of Public Administration (MPA) Program, Professor of Public Administration and PolicyUniversity of West Georgia
Department of Civic Engagement & Public Service
What skills stand out on Brand Manager resumes?
Dr. Sooho Lee: The most important skills should be analytical, communication, strategic planning, and leadership skills.
What skills will help Brand Managers earn the most?
Dr. Sooho Lee: It depends on the nature of the job. Generally speaking, analytical competence, communication, strategic planning, and leadership skills will greatly help one earn more.
Will there be an enduring impact of the coronavirus pandemic on Brand Managers?
Jeff Bates: I believe there will be an impact on everyone, but especially our younger generation, as we progress into the Covid future. The current students have entered into a new realm of attending college and will face similar challenges in entering the workplace. The traditional method of interviewing, learning a new job, and even interacting with co-workers will be altered in at least the near future. Graduates will need much greater on-line communication skills and will probably need to be more self-taught in their new positions instead of learning from in-person mentoring.
What will help Brand Managers increase their earning potential?
Jeff Bates: The same thing will help people in any field continue to increase their earning potential as in the past. If an employee can find a way to differentiate themselves in a positive manner and make themselves valuable or even invaluable to their company, they should see increased earnings potential. Learning a foreign language, computer skills such as Excel, good math skills, and the ability to communicate will prove to be extremely important in advancing one's career.
What will help Brand Managers increase their earning potential?
Weichu Xu Ph.D.: We believe the bachelor degree is only give students the general knowledge to begin their career. Soft skills(good communication, leadership and team work), project management knowledge and data analysis, etc., are very important to the students' success. Google had a project showed its employees are more successful because of their soft skills.
J. Ian Norris Ph.D.
Professor of Marketing and Fellow, American Council on EducationBerea College
Economics and Business Department
What certifications/licenses/courses can have the biggest impact for Brand Managers?
J. Ian Norris Ph.D.: Digital marketing skills are essential for any area of marketing. Luckily there are many online certifications available for this purpose. On the research side, Google Analytics offers a certification. It will also be valuable to know the analytics platforms on social media sites such as facebook, Instagram, and TikTok. Conversely, all of these sites also offer training on digital advertising and promotion, such as Google AdWords. Any coursework in digital marketing that provides instruction in Search Engine Marketing (SEM) will also be highly valuable. Finally, digital video and editing skills are also quite valuable, as all kinds of companies and organizations are using the short video format for storytelling and brand advertising.
What will help Brand Managers increase their earning potential?
J. Ian Norris Ph.D.: No matter what area of marketing you are working in--in fact, no matter what job you are working in at all, statistical literacy is essential. There is so much data out there that data literacy will confer significant competitive advantage to those who can leverage it. This doesn't mean everyone has to be able to do regression modeling, but being able to interpret correlational patterns and draw actionable meaning from it will be a foundational skill. A big bonus would be some basic coding skills. Finally, it is worth mentioning that while most social media marketing still happens on Facebook, it will be essential to know platforms such as Instagram and TikTok for any products or services targeted to younger consumers.
What are the biggest trends we'll see in the Brand Manager job market given the pandemic?
Lisa Cooley: Obviously, we are seeing a lot more flexibility in terms of virtual work. A lot of the jobs I have seen allow for their employees to work remotely (at least a portion of the time).
What certifications/licenses/courses can have the biggest impact for Brand Managers?
Jay Walker Ph.D.: At least within economics and related fields, I believe the ability to work with data is imperative moving forward. So many processes generate data now and the ability to capture, synthesize, and make sense of data will be important in the years to come. If graduates can do this they can be of great value to prospective employers.
What will help Brand Managers increase their earning potential?
Harlan Spotts Ph.D.: In marketing, developing digital capabilities is extremely important. Marketing was on the forefront of the digital transition in business. With the amount of commerce that has shifted to the web marketers have to be comfortable with living in the digital space. This will demand new and different strategies. Marketers have always needed to be effective communicators, but now it is not just being a great closer. Marketers need to be effective communicators in writing (text, email, etc.) and verbal (person to person live, as well as person to person online)
Students need to start in college developing skills to be successful. It was interesting, we, in the College of Business, were talking about developing student competency in remote work before the pandemic hit last year. The pandemic accelerated our work, and we are in the process now of approving a certificate in remote work that any undergraduate business student can earn. It is designed to develop those competencies that will be critical for success in the "new normal."
What are the biggest trends we'll see in the Brand Manager job market given the pandemic?
Stephanie Dellande: The pandemic gave rise to varied ways of consumption. Many services offered by providers, e.g., curbside pick-up, since the pandemic will continue. E-learning and e-commerce will likely remain par for the course for some time to come. The presence of digital tools (Zoom, Webinar) will allow employers and employees to stay in touch. Remote work will become a norm for companies attempting to cut operational expenses and costs associate with office space. Other trends include a construction boom as government invest in infrastructure. In addition, sexy or not, the green economy is inevitable. This will offer firms an opportunity to capitalize on a demand for renewable energy technology. Companies that are responsive to providing their products to their target market(s) in new ways will likely do well. Also, potential employees will have to update their skill set to secure a position and be successful in their newfound field of work.
What certifications/licenses/courses can have the biggest impact for Brand Managers?
Geraldo Matos: I have a strong bias towards coursework that involves experiential learning, whatever the topic, which is a distinctive part of a Roger Williams University education. At RWU, we do that in many marketing courses but particularly in our advertising classes, where students often work with local start-ups, putting into practice the insights they gleaned from traditional learning. This activity, as well as participation by our students in the National Student Advertising Competition positions them to graduate with not only the knowledge necessary to succeed in the marketplace, but a portfolio of their work that is tangible evidence of their prowess.
As for certifications, Google Ad and Google Analytics are great starting points. Others include Facebook Blueprint, Hootsuite, and HubSpot. Branding matters in marketing and these are great brands to have on your resume.