What does a Brand Manager do?
A brand manager is an individual responsible for adapting a brand strategy that targets the potential market for a company's product while maintaining its integrity. Brand managers assist in developing products while managing budgets for the advertising and promotion of their new products. They usually work under the supervision of marketing managers or chief marketing officers (CMOs) to implement and execute their marketing initiatives. Brand managers also provide an analysis of sales forecasts and create reports on product sales.
Brand manager responsibilities
Here are examples of responsibilities from real brand manager resumes:
- Direct and coordinate photo shoots; conduct live training sessions; manage marketing asset library; CRM strategy.
- Manage paid search campaigns including keyword generation, ad copy testing, landing page optimization, PPC and SEM.
- Manage global product development teams with cross-functional oversight for manufacturing, sourcing, finance, design and supply chain management.
- Manage POS merchandising and distribution of promotional items.
- Develop and manage new health brand strategy including creation of healthcare professional/dietitian program.
- Obtain certification through a cheese and wine class.
- Develop and launch first portion control product within pet snacks.
- Design oversight, graphic layout and development of product packaging and displays.
- Establish and track campaign-specific KPIs; build and analyze campaign reporting to drive optimization.
- Core KPIs are to increase volume & value share while also improving the net price & profitability.
- Work with team on digital campaigns to target new prospects and candidates with SEM, re-targeting and banner ads.
- Work with audience development team to create an acquisition strategy comprising SEO, SEM, social media and content marketing.
- Utilize content management system to ensure consistent tactics align with messaging & campaign goals and ensure strong SEO across web.
- Develop social media-le contact plan with robust paid media amplification; kick off support with Facebook activation prior to product launch.
- Maintain POS inventory and distribution locations.
Brand manager skills and personality traits
We calculated that 8% of Brand Managers are proficient in Brand Management, Digital Marketing, and Customer Service. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Brand Managers that have these skills listed on their resume here:
- Brand Management, 8%
Directed cross-functional brand management process from concept through completion, encompassing brand positioning, segmentation and sales training.
- Digital Marketing, 7%
Enhanced digital marketing campaign with relevant content which initiated several hundred thousand brand conversions from downloads and engagements to unit sales.
- Customer Service, 5%
Communicate technical aspects of tire and automotive service repair with subject matter experts for customer service resolution and content development.
- Project Management, 5%
Created Property Improvement Plan template that took a systematic approach that improved project management between franchise owners and corporate executives.
- Brand Marketing, 5%
Led brand marketing strategy for Verizon Wireless, utilizing segmentation data to identify target demographic in local priority markets.
- Product Development, 4%
Work effectively with outsourced teams abroad to execute collections, advertisements, storyboards, website coding, promotional product development.
Common skills that a brand manager uses to do their job include "brand management," "digital marketing," and "customer service." You can find details on the most important brand manager responsibilities below.
Analytical skills. To carry out their duties, the most important skill for a brand manager to have is analytical skills. Their role and responsibilities require that "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Brand managers often use analytical skills in their day-to-day job, as shown by this real resume: "conducted cost benefit analysis of product line items to determine most cost-effective manufacturing location. "
Communication skills. Another essential skill to perform brand manager duties is communication skills. Brand managers responsibilities require that "managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process." Brand managers also use communication skills in their role according to a real resume snippet: "developed trade and consumer communications programs including websites and multiple printed brochures and pop handouts for complete product line. "
Creativity. brand managers are also known for creativity, which are critical to their duties. You can see how this skill relates to brand manager responsibilities, because "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." A brand manager resume example shows how creativity is used in the workplace: "presented product line up and campaigns to accounts recommending items for futures ensuring inventory to sale. "
Interpersonal skills. brand manager responsibilities often require "interpersonal skills." The duties that rely on this skill are shown by the fact that "managers must deal with a range of people in different roles, both inside and outside the organization." This resume example shows what brand managers do with interpersonal skills on a typical day: "maintained strong interpersonal relations with large retailers as well as smaller ones in order to ensure maximum sales growth of products. "
Organizational skills. A commonly-found skill in brand manager job descriptions, "organizational skills" is essential to what brand managers do. Brand manager responsibilities rely on this skill because "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." You can also see how brand manager duties rely on organizational skills in this resume example: "developed and gained organizational alignment on pricing strategy which saved luminous brand from discontinuation. "
The three companies that hire the most brand managers are:
- Splunk56 brand managers jobs
- Meta55 brand managers jobs
- Deloitte27 brand managers jobs
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Compare different brand managers
Brand manager vs. Manager, field marketing
A field marketing manager oversees a company's field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company's policies and regulations.
These skill sets are where the common ground ends though. The responsibilities of a brand manager are more likely to require skills like "brand management," "customer service," "product development," and "powerpoint." On the other hand, a job as a manager, field marketing requires skills like "salesforce," "demand generation," "crm," and "lead generation." As you can see, what employees do in each career varies considerably.
Managers, field marketing really shine in the technology industry with an average salary of $100,565. Comparatively, brand managers tend to make the most money in the manufacturing industry with an average salary of $99,130.managers, field marketing tend to reach lower levels of education than brand managers. In fact, managers, field marketing are 7.2% less likely to graduate with a Master's Degree and 0.0% more likely to have a Doctoral Degree.Brand manager vs. Business development and marketing manager
The business development and marketing manager is in charge of overseeing a company's marketing programs and projects. They primarily manage and coordinate teams, set goals and guidelines, organize budgets and timelines, conceptualize plans, and develop strategies to optimize operations. They may also liaise with clients and suppliers, streamline marketing materials, and train staff. Furthermore, as a manager, it is essential to lead and encourage the workforce to reach goals, all while enforcing the company's policies and regulations.
Each career also uses different skills, according to real brand manager resumes. While brand manager responsibilities can utilize skills like "brand management," "customer service," "consumer insights," and "strong analytical," business development and marketing managers use skills like "crm," "strategic partnerships," "revenue growth," and "email campaigns."
On average, business development and marketing managers earn a lower salary than brand managers. Some industries support higher salaries in each profession. Interestingly enough, business development and marketing managers earn the most pay in the finance industry with an average salary of $88,175. Whereas brand managers have higher pay in the manufacturing industry, with an average salary of $99,130.Average education levels between the two professions vary. Business development and marketing managers tend to reach similar levels of education than brand managers. In fact, they're 0.7% less likely to graduate with a Master's Degree and 0.0% more likely to earn a Doctoral Degree.Brand manager vs. Marketing manager/project manager
A marketing manager/project manager oversees a company's marketing programs and projects, aiming to attract more customers and increase the brand value of a business, product, or service. They primarily perform market research and assessments to identify marketing trends and opportunities, gather and analyze data to generate business leads, study the consumer and competitors in the industry, and identify the weaknesses and strengths of existing marketing projects, utilizing information to enhance operations. Additionally, a marketing manager/project manager leads operations and empowers staff while implementing company policies and industry standards.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from brand manager resumes include skills like "brand management," "customer service," "consumer insights," and "sales strategies," whereas a marketing manager/project manager is more likely to list skills in "email campaigns," "email marketing," "project scope," and "crm. "
Marketing manager/project managers earn the best pay in the technology industry, where they command an average salary of $95,863. Brand managers earn the highest pay from the manufacturing industry, with an average salary of $99,130.Most marketing manager/project managers achieve a similar degree level compared to brand managers. For example, they're 1.7% less likely to graduate with a Master's Degree, and 0.1% less likely to earn a Doctoral Degree.Brand manager vs. Senior manager of marketing
A senior manager of marketing is responsible for monitoring the organization's marketing staff, reviewing and approving marketing campaigns, and identifying strategies to improve services that would generate more revenues and increase its profitability. The senior manager of marketing evaluates the current market trends to meet consumers' demands and organizes techniques to sell products and services to the target audience. They lead the development of promotional offers and brand awareness, interpret sales data, and monitor the marketing processes' progress.
Types of brand manager
Updated January 8, 2025
