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Senior brand manager skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Allison Lauenstein,

Jennifer D'Angelo Ph.D.

Below we've compiled a list of the most critical senior brand manager skills. We ranked the top skills for senior brand managers based on the percentage of resumes they appeared on. For example, 8.0% of senior brand manager resumes contained brand management as a skill. Continue reading to find out what skills a senior brand manager needs to be successful in the workplace.

15 senior brand manager skills for your resume and career

1. Brand Management

Here's how senior brand managers use brand management:

Produced country-specific product marketing materials and served as principal point-of-contact between global brand management teams and local product managers.
Coordinate and maintain incremental sampling opportunities, vendor relationships, extensive budgets/contracts, and brand management.

2. Digital Marketing

Here's how senior brand managers use digital marketing:

Established formalized briefing process for broadcast advertising, merchandising and digital marketing agency partners.
Shared best practices and counsel with the digital marketing solutions group to create the resource across all key brands.

3. Brand Marketing

Here's how senior brand managers use brand marketing:

Created & led cross-brand marketing team including global sponsorship, multicultural marketing and licensing strategy.
Reviewed and approved external brand marketing materials across multiple departments.

4. Project Management

Here's how senior brand managers use project management:

Contributed to Company and category growth through development of innovation strategy and project management of new product launches across multiple brands.
Outperformed sales goals through strategic marketing plans, judicious budget administration, and efficient project management.

5. Consumer Insights

Here's how senior brand managers use consumer insights:

Identified new consumer insight that uncovered major opportunity to shift focus to chewy texture products.
Developed relevant consumer insights and implications to help guide advertising agency in brand communications.

6. 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 senior brand managers use market research:

Conducted market research and analysis to determine which new-product programs would be introduced to senior management.
Assessed customer needs and requirements through initializing, developing and analyzing market research.

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7. Communication Strategy

Here's how senior brand managers use communication strategy:

Led communication strategy on crisis management committee.
Developed a new milk product for women- marketing plan, new campaign and communication strategy using both qualitative and quantitative researches.

8. SR

Here's how senior brand managers use sr:

Secured Sr. Management approval, ahead of larger mega brands, to lead and execute an alternative global positioning strategy.
Brand Manager for Nature's Accents Bath Collection (2000) Progressed from Trade Marketing Analysis in 1994 to Sr.

9. Integrated Marketing

Here's how senior brand managers use integrated marketing:

Directed strategic initiatives with comprehensive and integrated marketing and communications approach along with partner involvement and activation.
Lead annual business unit strategic planning process and develop integrated marketing plan including consumer and trade promotions.

10. ROI

Here's how senior brand managers use roi:

Achieved one of the highest TV ROI's in the MARS portfolio with ad campaign and new media plan strategy.
Measured and analyzed ROI of marketing programs then worked with agency and brand team on recommended improvements.

11. Strong Analytical

Here's how senior brand managers use strong analytical:

Drived sales and managed category financials by using strong analytical skills to identify and execute seasonal businesses.

12. KPIs

Here's how senior brand managers use kpis:

Develop merchandising campaigns targeting fans based in identified KPIs.
Delivered exceptional improvement in all digital KPIs, including lead capture, over the past 12 months.

13. Brand Development

Here's how senior brand managers use brand development:

Supported brand development for flagship Lipton Iced Tea ready-to-drink business.
Directed strategic brand development for regional Coca-Cola and Sprite/Flavor brands business unit (representing $1.8B).

14. Healthcare

Healthcare is the maintenance or improvement of a person's health by the diagnosis and treatment of a person's injury, illness, or any other disease. Healthcare is a basic necessity of human life and is the responsibility of the country's government to ensure that each person gets healthcare. Providing healthcare is the job of certified health professionals that includes doctors, surgeons, nurses, and other physicians. Pharmaceutical companies, hospitals, dentistry, therapy, and health training all come under healthcare. Healthcare plays a vital role in the country's economy and its development.

Here's how senior brand managers use healthcare:

Developed and managed new health brand strategy including creation of healthcare professional/dietitian program.
Evaluated and revised brand strategies and associated Healthcare provider (HCP) targeting in response to first quarter underperformance.

15. Direct Reports

Here's how senior brand managers use direct reports:

Developed direct reports through preparation for increased responsibilities, mentoring, and performance management.
Oversee multiple direct reports with managerial responsibility.

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What skills help Senior 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 senior brand manager resumes?

Allison Lauenstein

Teaching Instructor of Marketing, Siena College

Skills that stand out show that the candidate has had some experience leading projects and project teams. Marketing is a collaborative effort, and it is critically important for upcoming managers to understand how to manage and motivate a team to achieve its objectives.

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

Jennifer D'Angelo Ph.D.

Assistant Professor of Marketing, Website

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 soft skills should all senior brand managers possess?

Dr. Richard Conde Ph.D.

Assistant Professor, University of Houston - Downtown

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

Do you want to know more?

List of senior brand manager skills to add to your resume

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

Brand Management
Digital Marketing
Brand Marketing
Project Management
Consumer Insights
Market Research
Communication Strategy
SR
Integrated Marketing
ROI
Strong Analytical
KPIs
Brand Development
Healthcare
Direct Reports
Product Development

Brand Positioning
Marketing Campaigns
Marketing Mix
Product Line
CRM
Global Brand
Wine
PET
Brand Activation
Nielsen
Consumer Research
R
Business Development
External Agencies
Brand Awareness
POS

Creative Briefs
Sales Growth
Innovation Pipeline
Channel Marketing
Media Planning
Creative Development
Strategic Direction
Competitive Analysis
Strategic Plan
Product Innovation
Strategy Development
Market Trends
SEO
Product Portfolio
Pricing Strategy
Facebook

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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