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Product brand manager skills for your resume and career

Updated January 8, 2025

3 min read

Quoted experts

Davide , Ph.D. Bolchini Ph.D.,

Matthew Lopresti

Below we've compiled a list of the most critical product brand manager skills. We ranked the top skills for product brand managers based on the percentage of resumes they appeared on. For example, 8.2% of product brand manager resumes contained brand management as a skill. Continue reading to find out what skills a product brand manager needs to be successful in the workplace.

15 product brand manager skills for your resume and career

1. Brand Management

Here's how product brand managers use brand management:

Brand Management of 3 lines: Jay Turser Guitars, Quik-Lok Performance Structures and Profile Accessories.
Selected as pilot participant for one year cross-functional skills development program with full brand management responsibilities for Malibu ready-to-drink products.

2. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how product brand managers use market research:

Conducted market research, composed and directed generation of product promotional documents.
Led twenty Voice-of-Customer advisory panels and market research focus groups.

3. Digital Marketing

Here's how product brand managers use digital marketing:

Worked closely with digital marketing team for execution of online campaigns.
Created unique multi-platform digital marketing campaigns for recording artists.

4. Brand Marketing

Here's how product brand managers use brand marketing:

Led brand marketing strategy for Verizon Wireless, utilizing segmentation data to identify target demographic in local priority markets.
Associate Brand Manager - International Delight Formulated the strategic direction and brand marketing programs for International Delight.

5. Product Development

Product development is the complete procedure of creating a product from concept until release of the final product. Product development has many stages after which a product is released into the market. Identifying the need, creating the opportunity, conceptualizing a product, and providing a solution, all are different stages of product development.

Here's how product brand managers use product development:

Maintained product development files/specification sheets, analyzed current/prior sales trends, and sourced vendors to procure and develop packaging.
Facilitated cross-functional product development teams to implement new products for timely seasonal launches.

6. Market Trends

Here's how product brand managers use market trends:

Analyze market trends to efficiently adapt marketing activities and product placement throughout Latin America.
Conducted competitive research to identify consumer insights, market trends and opportunities.

7. PET

Here's how product brand managers use pet:

Developed print campaign for Cesar, reaching a fall 2009 Affinity VISTA score +46% higher than pet norm.
Developed and launched first portion control product within pet snacks.

8. Gross Margin

Here's how product brand managers use gross margin:

Developed pricing strategies to increase sales and gross margin while maintaining a competitive gap with National Brands.
Lead negotiations for new products and cost-saving product lines to improve gross margins and competitiveness.

9. Product Strategy

Here's how product brand managers use product strategy:

Owned all brand and product strategy including design, development, promotion, merchandising, and life-cycle management.
Gathered and analyzed information to define web-based Performance Evaluation System specifications and communicated product strategy and functionality to the development team.

10. Cycle Management

Here's how product brand managers use cycle management:

Developed and executed product line profitability improvement plans, product position, and overall product life cycle management.
Performed product Life Cycle Management including product revenue and expense forecasting, tracking and problem resolution.

11. Marketing Campaigns

Here's how product brand managers use marketing campaigns:

Executed target marketing campaigns for potential markets.
Evaluated media plans and messaging strategies presented by agencies to ensure on target delivery of marketing campaigns.

12. Product Portfolio

A product portfolio is a collection of all services and products by an enterprise made available to customers and clients. It also features vital areas of the business operations and processes. The product portfolio is a detailed analysis of a company's risk management, leadership, growth, financial prospects, contributions, and income.

Here's how product brand managers use product portfolio:

Managed Existing product portfolio including interaction with manufacturing, sales, marketing and distribution.
Managed wireless data product portfolio and lead cross-functional teams through go-to market activities for product and promotion launches.

13. Sales Growth

Here's how product brand managers use sales growth:

Restaged Bufferin Aspirin behind new positioning, advertising and packaging, achieving +40% Retail Sales growth in test markets.
Achieved significant sales growth in the remodeling category through successful execution of new product introductions and comprehensive marketing programs.

14. Direct Reports

Here's how product brand managers use direct reports:

Direct reports: copy-editor and production assistant.
Supervised and developed two direct reports.

15. Product Categories

Here's how product brand managers use product categories:

Identified, developed and implemented new product categories.
Managed budget of $200K; create product categories, involved in product research.

What skills help Product Brand Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on product brand manager resumes?

Davide , Ph.D. Bolchini Ph.D.

Professor and Chair, Director, Human-Computer Interaction Program, Indiana University

In my experience, our most successful MS HCI graduates (https://soic.iupui.edu/hcc/graduate/hci/masters/) take the time to put together a compelling online portfolio that showcases their project experience and skill set in action, as applied to specific research opportunities they had with faculty or projects they worked on during their UX internships in the industry. The personal brand of UX junior professional can be greatly enriched when the portfolio includes not only what the student has done, but why and what was the design rationale behind the process and the results, what was the larger context and goal of the project (especially in large collaborative projects), and what was the specific role and contribution of the student. The discussion about the portfolio of a candidate has become a key ingredient of the interview for UX jobs, besides other important activities such as UX design exercises or remote assignments.

What product brand manager skills would you recommend for someone trying to advance their career?

Matthew Lopresti

Associate professor of Philosophy and humanities, Hawaii Pacific University

Captains of industry are often asked about the traits they look for in new hires. Critical thinking is always a must, as well as excellent written and oral communication skills.

These are the core competencies of the discipline of philosophy. Top-notch communication abilities begin with a depth of ability to understand nuanced, complex details, and then turn around and clearly communicate these complex ideas in easily digestible bits of information. It is no coincidence that students who graduate with philosophy degrees repeatedly dominate graduate and law-school entrance exams like the GRE and LSAT; they are often the sharpest thinkers with the quickest minds

What technical skills for a product brand manager stand out to employers?

Patrick Lindsay

Assistant Lecturer, Miami University

Most all employers expect full competency in creatively using technology for communications. By that I don't mean mobile devices or social media usgae. I mean a widespread working knowledge of technology tools (apps, software, etc). Employers are seeking those candidates who can convey thoughts, ideas, responses in a multi-faceted way. Basic competency in written correspondence is no longer enough. Employers want to see daily business communication not only contain demonstration of good writing (grammar, syntax, formatting) but also being able to create embedded images, video, and relevant web links to better communicate. And not just for a big fancy client presentation, but consistently in regular communication. Further, they want words supported by data; support words with numerical evidence. As such, advanced excel skills and real experience in data sources and extraction stand out to employers.

Similarly, they expect professional virtual audio-visual communication. It is not enough to just be on the Zoom call. The expectation is to be prepared, to be engaged, to be aware of the audio and video angles and backgrounds. To demonstrate active listening as well as enthusiastic, energetic, even animated talking. Body language and facial expression are even more enhanced in virtual communications.

If there was a positive outcome from being thrust into an academic world that was all virtual, it was the need to learn new technical skills, not only for classwork, but also for social interaction. This will not only be appreciated by employers, but for many, expected.

Do you want to know more?

List of product brand manager skills to add to your resume

The most important skills for a product brand manager resume and required skills for a product brand manager to have include:

Brand Management
Market Research
Digital Marketing
Brand Marketing
Product Development
Market Trends
PET
Gross Margin
Product Strategy
Cycle Management
Marketing Campaigns
Product Portfolio
Sales Growth
Direct Reports
Product Categories
Creative Development

Trade Shows
Product Launch
Business Plan
ROI
Consumer Insights
Competitive Landscape
POS
Brand Development
Competitive Analysis
L Management
Product Sales
Product Line
Pricing Strategy
Swot Analysis
Channel Marketing
Product Life Cycle

Market Analysis
SEO
Brand Positioning
Style Guides
Marketing Mix
Sales Materials
Logistics
Sales Support
Financial Analysis
Roi Analysis
Margin Analysis
Inventory Management
Press Releases
Concept Development
Private Label

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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