What does a brand marketing manager do?
A brand marketing manager is an individual who ensures that efficient execution of business plans is achieved to meet future brand expectations and targets of a company. Brand marketing managers need to ensure brand integrity by guiding efforts across multiple media channels such as television, radio, and paid social media. They are required to work closely with the brand marketing management team to review and approve all branded elements for advertising and launch materials. Brand marketing managers must also provide reports of brand performance and distribute them to the management and stakeholders.
Brand marketing manager responsibilities
Here are examples of responsibilities from real brand marketing manager resumes:
- Serve as champion for digital, CRM and engagement for communications, decision support and product leads.
- Manage promotional marketing agency for development of all channel-specific POS.
- Develop and manage marketing programs and partner integration for industry marketing in government, healthcare and education markets.
- Benchmark celebrity ambassador program by determining KPIs and identifying opportunities across multiple marketing platforms to leverage association and raise brand awareness!
- Allocate budgets, establish KPIs, and analyze effectiveness of media campaigns across online, print, and TV.
- Elevate CRM program with internal stakeholders across the matrix with seasonal presentations to showcase work and explain the new technology.
- Develop extensive customer acquisition and retention programs utilizing heavy SEM / SEO refinement, email, affiliates, and street teams.
- Analyze consumer engagement data to determine ROI for each initiative.
- Conduct analyses of marketing tactics to determine effectiveness and ROI.
- Propose social media strategy and co-manage brand activity on Facebook.
- Create customized rich web content including oversight of SEO content and developing web-specific videos.
- Champion innovation in customer service resolution, including social media channels such as Facebook.
- Provide an efficiency tool by developing a database of compliance-approve letters used by financial consultants to communicate with clients.
- Interpret and submit findings of IRI data to senior management on a monthly basis.
- Conduct business planning and operations and IRI market analysis.
Brand marketing manager skills and personality traits
We calculated that 11% of Brand Marketing Managers are proficient in Brand Marketing, Digital Marketing, and Marketing Campaigns. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Brand Marketing Managers that have these skills listed on their resume here:
- Brand Marketing, 11%
Conceptualized and implemented offline and online brand marketing campaigns for Yahoo!
- Digital Marketing, 8%
Prioritize digital marketing efforts and maximize efficacy of lead qualification and assignment.
- Marketing Campaigns, 6%
Collaborated with cross-functional teams to provide strategic direction for product development, branding, positioning and implementation of marketing campaigns.
- Brand Management, 5%
Developed and implemented brand management strategy with senior management and a design firm.
- Project Management, 5%
Managed the marketing, event management and project management for a variety of accounts within the international 20,000-member organization.
- Integrated Marketing, 5%
Developed and managed the ABC Carpet marketing and editorial calendars, and integrated marketing calendar.
Most brand marketing managers use their skills in "brand marketing," "digital marketing," and "marketing campaigns" to do their jobs. You can find more detail on essential brand marketing manager responsibilities here:
Analytical skills. One of the key soft skills for a brand marketing manager to have is analytical skills. You can see how this relates to what brand marketing managers do because "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Additionally, a brand marketing manager resume shows how brand marketing managers use analytical skills: "conducted final product line analysis to ensure profitable product strategy decisions. "
Communication skills. Another soft skill that's essential for fulfilling brand marketing manager duties is communication skills. The role rewards competence in this skill because "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." According to a brand marketing manager resume, here's how brand marketing managers can utilize communication skills in their job responsibilities: "developed successful creative, branding and internal/external communications initiatives for every product line across cmd (united states and canada). "
Creativity. Another skill that relates to the job responsibilities of brand marketing managers is creativity. This skill is critical to many everyday brand marketing manager duties, as "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." This example from a resume shows how this skill is used: "maintained inventory for the accutron and wittnauer product lines. "
Interpersonal skills. For certain brand marketing manager responsibilities to be completed, the job requires competence in "interpersonal skills." The day-to-day duties of a brand marketing manager rely on this skill, as "managers must deal with a range of people in different roles, both inside and outside the organization." For example, this snippet was taken directly from a resume about how this skill applies to what brand marketing managers do: "integrated project management experience with interpersonal, communications, financial, and leadership skills. "
Organizational skills. Another common skill required for brand marketing manager responsibilities is "organizational skills." This skill comes up in the duties of brand marketing managers all the time, as "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." An excerpt from a real brand marketing manager resume shows how this skill is central to what a brand marketing manager does: "develop integrated marketing strategies to support organizational goals and objectives to effectively position the company in front of end the user. "
The three companies that hire the most brand marketing managers are:
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Compare different brand marketing managers
Brand marketing 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.
While similarities exist, there are also some differences between brand marketing managers and senior manager of marketing. For instance, brand marketing manager responsibilities require skills such as "consumer insights," "communication strategies," "website content," and "creative briefs." Whereas a senior manager of marketing is skilled in "sr," "patients," "salesforce," and "digital transformation." This is part of what separates the two careers.
Senior managers of marketing really shine in the technology industry with an average salary of $126,981. Comparatively, brand marketing managers tend to make the most money in the media industry with an average salary of $106,291.senior managers of marketing tend to reach higher levels of education than brand marketing managers. In fact, senior managers of marketing are 5.1% more likely to graduate with a Master's Degree and 0.1% more likely to have a Doctoral Degree.Brand marketing 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.
In addition to the difference in salary, there are some other key differences worth noting. For example, brand marketing manager responsibilities are more likely to require skills like "brand management," "consumer insights," "communication strategies," and "kpis." Meanwhile, a manager, field marketing has duties that require skills in areas such as "salesforce," "demand generation," "lead generation," and "grass." These differences highlight just how different the day-to-day in each role looks.
On average, managers, field marketing earn a higher salary than brand marketing managers. Some industries support higher salaries in each profession. Interestingly enough, managers, field marketing earn the most pay in the technology industry with an average salary of $100,565. Whereas brand marketing managers have higher pay in the media industry, with an average salary of $106,291.managers, field marketing earn similar levels of education than brand marketing managers in general. They're 4.6% less likely to graduate with a Master's Degree and 0.1% less likely to earn a Doctoral Degree.Brand marketing manager vs. Associate brand manager
Associate brand managers are responsible for developing and maintaining a company's product or brand. They help the brand manager in all brand-related activities. They typically perform various tasks, which include developing marketing plans and strategies, getting involved in the development of marketing ad campaigns, and creating and maintaining a positive brand image. Additionally, associate brand managers may assist in defining product pricing and packaging and monitor both media and competitive activities. They are also expected to design ad campaigns and report the results of these campaigns to the brand manager.
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 marketing manager resumes include skills like "project management," "communication strategies," "kpis," and "strong project management," whereas an associate brand manager is more likely to list skills in "customer service," "sales floor," "loyalty programs," and "minimizes risk. "
Associate brand managers earn the highest salary when working in the manufacturing industry, where they receive an average salary of $91,777. Comparatively, brand marketing managers have the highest earning potential in the media industry, with an average salary of $106,291.Most associate brand managers achieve a higher degree level compared to brand marketing managers. For example, they're 7.8% more likely to graduate with a Master's Degree, and 0.4% more likely to earn a Doctoral Degree.Brand marketing manager vs. Marketing lead
A marketing lead is an individual who is responsible for overseeing a team of marketing specialists to help a company achieve its marketing goals. Marketing leads are required to create and manage marketing plans so that they can deliver marketing campaigns on time and escalate issues that may prevent prompt delivery. They can incorporate a mix of different strategies in campaigns such as digital publishing, templates, and training. Marketing leads must work closely with account managers and sales engineers so that they can empower them to effectively position the company's products differently from their competitors.
Types of brand marketing manager
Updated January 8, 2025
