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Job outlook for global brand managers in the United States
Global brand manager job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected global brand manager job growth rate is 10% from 2018-2028.
About 33,700 new jobs for global brand managers are projected over the next decade.
Global brand manager salaries have increased 8% for global brand managers in the last 5 years.
There are over 6,881 global brand managers currently employed in the United States.
There are 96,013 active global brand manager job openings in the US.
The average global brand manager salary is $114,380.
Are global brand manager jobs in demand?
Global brand manager job and salary trends over time
Global brand manager jobs over time
Global brand manager job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 6,881 | 0.00% |
| 2020 | 6,672 | 0.00% |
| 2019 | 6,511 | 0.00% |
| 2018 | 5,937 | 0.00% |
| 2017 | 5,407 | 0.00% |
Average global brand manager salary over time
Global brand manager salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $114,380 | $54.99 | +3.9% |
| 2024 | $110,100 | $52.93 | +1.9% |
| 2023 | $108,040 | $51.94 | +1.6% |
| 2022 | $106,383 | $51.15 | +0.8% |
| 2021 | $105,538 | $50.74 | +1.9% |
Global brand manager jobs by state
Most common states for global brand managers
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 382 | 55% |
| 2 | Massachusetts | 6,859,819 | 1,947 | 28% |
| 3 | Oregon | 4,142,776 | 991 | 24% |
| 4 | Rhode Island | 1,059,639 | 233 | 22% |
| 5 | Washington | 7,405,743 | 1,455 | 20% |
| 6 | Utah | 3,101,833 | 627 | 20% |
| 7 | Vermont | 623,657 | 126 | 20% |
| 8 | Illinois | 12,802,023 | 2,397 | 19% |
| 9 | New Jersey | 9,005,644 | 1,739 | 19% |
| 10 | Delaware | 961,939 | 180 | 19% |
| 11 | California | 39,536,653 | 7,022 | 18% |
| 12 | New York | 19,849,399 | 3,313 | 17% |
| 13 | Minnesota | 5,576,606 | 940 | 17% |
| 14 | New Hampshire | 1,342,795 | 232 | 17% |
| 15 | Connecticut | 3,588,184 | 580 | 16% |
| 16 | Virginia | 8,470,020 | 1,178 | 14% |
| 17 | Colorado | 5,607,154 | 767 | 14% |
| 18 | Montana | 1,050,493 | 147 | 14% |
| 19 | Georgia | 10,429,379 | 1,380 | 13% |
| 20 | North Carolina | 10,273,419 | 1,318 | 13% |
Most common cities for global brand managers
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Burlingame | 1 | 3% | $135,120 |
| 2 | Northbrook | 1 | 3% | $109,041 |
| 3 | Cambridge | 1 | 1% | $117,317 |
| 4 | Dearborn | 1 | 1% | $98,950 |
| 5 | Santa Clara | 1 | 1% | $134,588 |
| 6 | San Francisco | 2 | 0% | $135,356 |
| 7 | Atlanta | 1 | 0% | $109,668 |
| 8 | Boston | 1 | 0% | $117,347 |
| 9 | Irvine | 1 | 0% | $118,636 |
| 10 | Miami | 1 | 0% | $87,992 |
| 11 | San Diego | 1 | 0% | $117,353 |
Global Brand Manager job outlook: Expert opinions
Our panel of global brand manager experts
City University of Seattle
North Dakota State University
Siena College
Siena College
University of Scranton
University of Houston - Downtown
Berea College
Arizona State University
Rutgers University
What will help Global 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 general advice would you give to a Global 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.
What will help Global Brand Managers increase their earning potential?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there’s no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there’s scope for negotiation, don’t worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
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 Global 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.
Soyoung Joo
Assistant Professor of MarketingSiena College
Marketing Department
What skills stand out on Global Brand Manager resumes?
Soyoung Joo: Communication and time management skills are valuable skills for marketing managers.
What soft skills should all Global Brand Managers possess?
Soyoung Joo: Creativity and intellectual curiosity (willingness to keep learning) can be added to the above soft skills.
What skills will help Global 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 Global 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.
Abhijit Roy
Professor of MarketingUniversity of Scranton
School of Management
What soft skills should all Global 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 soft skills should all Global 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
How have salaries changed over time for Global Brand Managers?
Dr. Richard Conde Ph.D.: - There is a small trend in sales to minimize variable comp and increase salaries. There are a few (15 or so) Silicon Valley companies limiting commissions and focusing more on salaries
- You see a correlation between higher salaries and more complex sales processes. I see that trend continuing as more transactional sales will be automated
- Increase in pay for inside sales agents as more and more sales are being handled by inside sales agents (thanks to tech and change in buying behaviors)
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 Global 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.
Are there any particularly good places in the United States for Global Brand Managers to find work opportunities?
Dr. Donald Siegel: States and cities that are growing (e.g., Arizona, Texas, Colorado, and cities, such as Phoenix, San Antonio, Denver, Austin, and Atlanta).
Will there be an enduring impact of the coronavirus pandemic on Global Brand Managers?
Dr. Yuliya Strizhakova Ph.D.: There is an ongoing immediate impact on graduates as most businesses are not hiring and are in some form of a hiring freeze. The same applies even to internships. Others might have closed down or furloughed their employees, till they get more certainty about their future. As the pandemic eases - hopefully, sooner rather than later - consumers will start to slowly readjust to what we considered our "usual" pre-pandemic way of life.
However, it does not mean that all businesses will get back to where they were immediately. We have seen that already, with restaurants opening up but only getting 20-30% of their customers after reopening. However, the pandemic also opened up opportunities for many businesses - specifically, digital, mobile, and virtual companies.
Before the epidemic, I used to discuss the omnichannel retailing landscape with a continually increasing power of everything online. Now, the same concepts apply to numerous other disciplines. I also think companies that were hesitant about work from home for their employees were forced into this "work from home" experiment by the pandemic. Many of them have come to realize that their employees can work more productively and be happier if they do work from home.
They do not waste hours and energy on the commune; they sleep more; they exercise more; they spend more time with the family. Simultaneously, they can be more efficient with their tasks, get to work at flexible early or late hours, have productive meetings virtually without wasting resources on travel. I would expect that companies will be much more open to working from home, or more flexibility, even after the pandemic, as long as employees can do their work successfully.