Brand Manager Job Description
A brand manager is responsible for overseeing the image of a product or person. Large, public-facing companies like Coca-Cola, McDonald’s, Facebook, Jack Daniel’s and Disney all have immediately recognizable branding that is the clever and thoughtful work of a marketing team. These teams are typically led by a brand manager.
Brand managers are tasked with ensuring the brand continues to resonate with a target audience. This is true for brand managers across the spectrum of all industries. They conduct careful market research to determine audiences that are most interested in their products and services. They work with advertising and PR pros to develop strategies for reaching those audiences and help oversee promotional events. Good brand managers are constantly looking for ways to increase the footprint of the company’s target audience.
It takes more than quick thinking and a smooth way with words to become a successful brand manager. The best ones are incredibly creative because they must find ways to successfully tell the brand’s story and make audiences want more. They must be analytical at the same time. Solid writing skills are imperative. Brand managers must be able to write taglines and long-form pieces to ensure their message is conveyed concisely and successfully. Good brand managers have strong relationship management skills. They must build trust among their team members and all key stakeholders in the brand. Budget management skills are a big plus.
The Bureau of Labor Statistics reports that employment in the field of marketing management is expected to increase 9 percent by 2024, which is faster than average. This growth can be attributed to an increase in domestic and global competition when it comes to consumer goods and services. This growth also means that there is stiff competition. Brand managers who are good at what they do and stay the course through thick and thin may find themselves eligible for promotions to marketing director or brand director after several years of experience.
A brand manager earns an annual salary of about $110,000, according to Glassdoor. Most brand managers work in an office setting, either as a contractor or for an advertising firm. Management companies and enterprise industries also employ brand managers. Large brands like those mentioned above typically employ in-house marketing managers who may work with their own internal teams or with outside agencies for support.
When it comes to education, undergraduate business or Master of Business Administration programs typically produce the best brand managers. Public relations, marketing and strategic communications or journalism are also viable options. Holding an MBA helps new brand managers develop sound strategies behind their day-to-day work, especially the knowledge they’ll glean learning about market research, forecasting and trend monitoring.