What does a senior brand manager do?
A senior brand manager is responsible for monitoring the initiatives of a brand management team to provide high-quality services for the client, creating brand awareness to the market, and adhering specifically to the target audience following clients' requirements. Senior brand managers evaluate the sales performance and impact of the team's marketing techniques and promotional content, adjusting strategies as needed to improve deliverables within budget limitations and agreed timetables. They also coordinate with clients and management for progress updates and identifying opportunities to achieve sales growth and maximum performance.
Senior brand manager responsibilities
Here are examples of responsibilities from real senior brand manager resumes:
- Manage the development and execution of in-store media, POS, and other merchandising vehicles to drive product trial.
- Develop and manage new health brand strategy including creation of healthcare professional/dietitian program.
- Provide branding, copywriting, and marketing with a dash of technical advisory.
- Measure and analyze ROI of marketing programs then work with agency and brand team on recommend improvements.
- Lead the development of advertising, marketing, and sales promotion materials including copywriting, art direction, and production.
- Act as marketing and customer advocate across global virtual teams ensuring campaign development trade-offs do not compromise ROI or marketing goals.
- Implement CRM customer segmentation database to identify and evaluate customers and establish a loyalty program.
- Create new cloud and big data strategies driving increase EMC product sales in support of Microsoft applications and data.
- Recruit to turn around under-performing marketing organization at international software and cloud solution developer.
- Communicate strategies and wine information to internal and external audiences.
Senior brand manager skills and personality traits
We calculated that 8% of Senior Brand Managers are proficient in Brand Management, Digital Marketing, and Brand Marketing. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Senior Brand Managers that have these skills listed on their resume here:
- Brand Management, 8%
Produced country-specific product marketing materials and served as principal point-of-contact between global brand management teams and local product managers.
- Digital Marketing, 7%
Established formalized briefing process for broadcast advertising, merchandising and digital marketing agency partners.
- Brand Marketing, 6%
Created & led cross-brand marketing team including global sponsorship, multicultural marketing and licensing strategy.
- Project Management, 5%
Contributed to Company and category growth through development of innovation strategy and project management of new product launches across multiple brands.
- Consumer Insights, 4%
Identified new consumer insight that uncovered major opportunity to shift focus to chewy texture products.
- Market Research, 4%
Conducted market research and analysis to determine which new-product programs would be introduced to senior management.
Most senior brand managers use their skills in "brand management," "digital marketing," and "brand marketing" to do their jobs. You can find more detail on essential senior brand manager responsibilities here:
Analytical skills. The most essential soft skill for a senior brand manager to carry out their responsibilities is analytical skills. This skill is important for the role because "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Additionally, a senior brand manager resume shows how their duties depend on analytical skills: "line of business analysis: led multi-functional task force of ten senior leaders to analyze health of critical product line. "
Communication skills. Another essential skill to perform senior brand manager duties is communication skills. Senior 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." Senior brand managers also use communication skills in their role according to a real resume snippet: "created global marketing communications for the $1+ billion crest pro-health flagship & clinical strength product lines. "
Creativity. This is an important skill for senior brand managers to perform their duties. For an example of how senior brand manager responsibilities depend on this skill, consider that "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a senior brand manager: "managed two branding agencies, a crm agency, creative agency and media-buying agency. ".
Interpersonal skills. senior brand manager responsibilities often require "interpersonal skills." The duties that rely on this skill are shown by the fact that "managers must deal with a range of people in different roles, both inside and outside the organization." This resume example shows what senior brand managers do with interpersonal skills on a typical day: "maintained strong interpersonal relations with large retailers as well as smaller ones in order to ensure maximum sales growth of products. "
Organizational skills. Another common skill required for senior brand manager responsibilities is "organizational skills." This skill comes up in the duties of senior brand 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 senior brand manager resume shows how this skill is central to what a senior brand manager does: "ensured cross-organizational alignment on concept to post-launch methodology, value propositions, roadmaps and roi to improve product portfolio performance. "
The three companies that hire the most senior brand managers are:
- Deloitte128 senior brand managers jobs
- Live Nation Entertainment10 senior brand managers jobs
- Diageo Americas Supply, Inc.8 senior brand managers jobs
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Compare different senior brand managers
Senior brand manager vs. Associate marketing manager
As an associate marketing manager, you will collaborate with marketing managers in the development of promotional strategies and campaigns of an organization. You will support marketing efforts and initiatives through analyzing research materials, assessing the effect of marketing programs, and creating innovative campaigns that will drive brand awareness and recognition. You have to direct marketing and promotional campaigns across all media channels and assess the performance of these campaigns. You are also expected to design and develop marketing plans, oversee customer research activities, and monitor all public relations and promotional activities.
While similarities exist, there are also some differences between senior brand managers and associate marketing manager. For instance, senior brand manager responsibilities require skills such as "communication strategy," "sr," "strong analytical," and "healthcare." Whereas a associate marketing manager is skilled in "powerpoint," "email marketing," "google analytics," and "email campaigns." This is part of what separates the two careers.
Associate marketing managers tend to make the most money working in the media industry, where they earn an average salary of $101,645. In contrast, senior brand managers make the biggest average salary, $126,745, in the media industry.associate marketing managers tend to reach lower levels of education than senior brand managers. In fact, associate marketing managers are 10.3% less likely to graduate with a Master's Degree and 0.3% less likely to have a Doctoral Degree.Senior brand manager vs. Marketing and operations manager
A marketing and operations manager handles the marketing program and campaigns of an organization. Marketing and operations managers plan and create production process management, data and analytics, brand compliance, and technology infrastructure. They oversee both the marketing and positioning of the product or brand they sell. It is their duty to establish promotions with advertising managers. Skills they need to develop include good motivational skills, customer service, and relation awareness, strong negotiation skills, and exceptional communication skills.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that senior brand manager responsibilities requires skills like "brand management," "consumer insights," "communication strategy," and "sr." But a marketing and operations manager might use other skills in their typical duties, such as, "salesforce," "lead management," "email marketing," and "data analysis."
Marketing and operations managers earn a lower average salary than senior brand managers. But marketing and operations managers earn the highest pay in the professional industry, with an average salary of $96,074. Additionally, senior brand managers earn the highest salaries in the media with average pay of $126,745 annually.Average education levels between the two professions vary. Marketing and operations managers tend to reach lower levels of education than senior brand managers. In fact, they're 13.0% less likely to graduate with a Master's Degree and 0.3% less likely to earn a Doctoral Degree.Senior brand manager vs. Pricing manager
Pricing managers are employees who oversee the pricing needs of the organization. They identify the best pricing schemes for the company's product or service offerings. To do this, pricing managers analyze industry trends and current events. They study the target market and their spending behavior. They also coordinate with different departments, such as the production department to get the cost of production and the human resources department to get overhead costs. They also factor in different operational costs. Once they get this data, they determine the best pricing for the goods. Pricing managers also have a say in company tie-ups and client proposals to ensure that the company will not get the losing end of the stick with such partnerships.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a senior brand manager is likely to be skilled in "brand management," "digital marketing," "brand marketing," and "project management," while a typical pricing manager is skilled in "analytics," "strategic pricing," "customer service," and "visualization."
Pricing managers earn the best pay in the technology industry, where they command an average salary of $110,227. Senior brand managers earn the highest pay from the media industry, with an average salary of $126,745.Most pricing managers achieve a lower degree level compared to senior brand managers. For example, they're 8.2% less likely to graduate with a Master's Degree, and 0.1% less likely to earn a Doctoral Degree.Senior brand manager vs. Market manager
A marketing manager is an executive who manages a brand or product's promotion positioning. Marketing managers analyze the trends in the industry and the demand for certain products and services. Typically, they attract more customers to purchase products and/or services and raise brand awareness through marketing campaigns. They research, identify, examine, and evaluate product demand. Also, they review advertising materials like print ads to boost the marketing strategy of the company and strengthen its campaign.
Types of senior brand manager
Updated January 8, 2025
