What does a global brand manager do?
Global brand managers are professionals who are responsible for managing and implementing marketing activities of an organization's products and services to ensure maximum sales in the international market. These managers must align their development and marketing strategy by conducting meetings with product teams and other key stakeholders. They are required to provide creative direction and leadership so that they can maximize brand equity. Global brand managers must also coordinate international market research activities to track competitors and create business strategies.
Global brand manager responsibilities
Here are examples of responsibilities from real global brand manager resumes:
- Develop and manage execution of digital strategies including website development, SEO, PPC, and social media.
- Develop and manage new health brand strategy including creation of healthcare professional/dietitian program.
- Increase social traffic and conversion KPIs with target SEO strategies.
- Alleviate marketing team editing time by training internal sales assistants on PowerPoint slide design and company branding standards.
- Provide ROI analysis to support recommendations.
- Develop unique marketing programs that maximize return-on-investment (ROI) and raise brand awareness.
- Create key shopper marketing trademark platforms supporting Walmart market first for pet products innovation.
- Correct outdated product data and messaging in both print and CRM system.
- Compile monthly brand creative decks, which include the latest content for digital, social media, and CRM.
- Communicate strategies and wine information to internal and external audiences.
Global brand manager skills and personality traits
We calculated that 8% of Global Brand Managers are proficient in Brand Management, Market Research, and Project Management. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Global Brand Managers that have these skills listed on their resume here:
- Brand Management, 8%
Managed global brand management activities.
- Market Research, 7%
Coordinated and analyzed market research findings and collaborated on the generation of product concepts.
- Project Management, 6%
Team members included engineering, marketing, project management, industrial engineering, quality assurance, training and literature production.
- Global Brand Strategy, 5%
Led research and development of corporate sponsorship program as member of Dell Global Brand Strategy Group.
- Brand Marketing, 5%
Collaborated with the Global Brand Marketing team to ensure that U.S. marketing plans are in line with product strategy.
- Brand Positioning, 4%
Refined interline brand positioning to better address changing marketplace trends and support company transformation towards higher margin offerings.
Common skills that a global brand manager uses to do their job include "brand management," "market research," and "project management." You can find details on the most important global brand manager responsibilities below.
Analytical skills. To carry out their duties, the most important skill for a global 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." Global brand managers often use analytical skills in their day-to-day job, as shown by this real resume: "produced competitive analysis materials comparing launch product with key competitors and developed a series of recommendations on how to differentiate. "
Communication skills. Another essential skill to perform global brand manager duties is communication skills. Global 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." Global brand managers also use communication skills in their role according to a real resume snippet: "deliver gbu vision and strategy through positioning, visual identity, marketing/communication strategy and packaging guidelines. "
Creativity. global brand managers are also known for creativity, which are critical to their duties. You can see how this skill relates to global brand manager responsibilities, because "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." A global brand manager resume example shows how creativity is used in the workplace: "supported creation and implementation of global brand and creative strategy to 7 key markets. "
Interpersonal skills. For certain global brand manager responsibilities to be completed, the job requires competence in "interpersonal skills." The day-to-day duties of a global brand 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 global brand managers do: "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 global brand manager job descriptions, "organizational skills" is essential to what global brand managers do. Global 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 global brand manager duties rely on organizational skills in this resume example: "direct all global marketing, branding and communication growth strategies to meet organizational objectives and drive profit with effective roi management. "
The three companies that hire the most global brand managers are:
- Pwc19 global brand managers jobs
- Boehringer Ingelheim4 global brand managers jobs
- GlobalFoundries3 global brand managers jobs
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Compare different global brand managers
Global brand manager vs. Manager, strategy
A strategy manager is an individual who reviews a company's objectives for growth and works with executives to formulate actionable plans to achieve these objectives. To make comprehensive recommendations, strategy managers must conduct data analysis of the organization as well as the overall industry. They must provide assessments of market trends and identify business threats and opportunities. Strategy managers should also work with department heads to develop individual team goals and break them down into actionable steps for the employees to complete.
These skill sets are where the common ground ends though. The responsibilities of a global brand manager are more likely to require skills like "global brand strategy," "creative strategy," "powerpoint," and "consumer insights." On the other hand, a job as a manager, strategy requires skills like "portfolio," "client facing," "business strategy," and "corporate strategy." As you can see, what employees do in each career varies considerably.
Managers, strategy earn the highest salaries when working in the technology industry, with an average yearly salary of $116,769. On the other hand, global brand managers are paid more in the manufacturing industry with an average salary of $117,164.managers, strategy tend to reach higher levels of education than global brand managers. In fact, managers, strategy are 8.9% more likely to graduate with a Master's Degree and 0.1% more likely to have a Doctoral Degree.Global brand manager vs. Revenue manager
A revenue manager is responsible for conducting price analysis and revenue strategies to support business development and improve marketing techniques. Revenue managers research on the current market trends, evaluate statistical data of resources, maintain reasonable rates, and match the competitiveness of other hotel industries. They also work closely with the marketing and public relations team on releasing press releases, managing media appearance, and publishing content on the digital platform. A revenue manager must have excellent communication and organizational skills, tracking business and financial transactions, and coordinating with potential clients for partnerships.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that global brand manager responsibilities requires skills like "brand management," "market research," "project management," and "global brand strategy." But a revenue manager might use other skills in their typical duties, such as, "revenue cycle," "reservations," "customer service," and "patients."
On average, revenue managers earn a lower salary than global brand managers. Some industries support higher salaries in each profession. Interestingly enough, revenue managers earn the most pay in the technology industry with an average salary of $99,553. Whereas global brand managers have higher pay in the manufacturing industry, with an average salary of $117,164.In general, revenue managers achieve lower levels of education than global brand managers. They're 6.7% less likely to obtain a Master's Degree while being 0.1% less likely to earn a Doctoral Degree.Global brand manager vs. Product marketing manager
A product marketing manager is responsible for managing the company's goods and services, promoting brand awareness, developing effective marketing campaigns to attract existing and potential clients, generating more revenues, and achieving its profitability goals. Product marketing managers must have excellent knowledge of the marketing industry, as well as broad ideas on the current industry trends to meet clients' demands and identify business opportunities. A product marketing manager should be highly communicative and display excellent leadership skills to work with other departments and respond to clients' inquiries and concerns timely and efficiently.
Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from global brand manager resumes include skills like "global brand strategy," "creative strategy," "powerpoint," and "consumer insights," whereas a product marketing manager is more likely to list skills in "b2b marketing," "market trends," "value proposition," and "sales tools. "
Product marketing managers make a very good living in the technology industry with an average annual salary of $121,046. On the other hand, global brand managers are paid the highest salary in the manufacturing industry, with average annual pay of $117,164.Most product marketing managers achieve a similar degree level compared to global brand managers. For example, they're 2.8% less likely to graduate with a Master's Degree, and 0.6% less likely to earn a Doctoral Degree.Global brand manager vs. Media manager
Media managers oversee the department that works on the different communication needs of the company. They execute the communications strategies of the company. They are expected to be updated with the current trends on media platforms. They should also be very familiar with the company and are attuned to the company's brand and image so that they can create relevant communications campaigns. Media managers oversee content creation on different media platforms. They manage the research related to the content they are working on. They develop materials and ensure that these materials are engaging and relatable to the target audience.
Types of global brand manager
Updated January 8, 2025
