Career Development

What Does a Brand Manager Do?

Find out what a brand manager does, how to get this job, and what it takes to succeed as a brand manager.

Brand managers are responsible for overseeing the development and management of a brand. They work with a variety of stakeholders to determine how their company’s products or services should be presented to consumers. This may include developing marketing strategies, creating product descriptions, managing social media accounts, etc.

Brand managers also commonly play an active role in determining which products or services will be developed next by their company. They may do this by conducting market research or other types of analysis to identify areas of opportunity.

Brand Manager Job Duties

A brand manager typically has a wide range of responsibilities, which can include:

  • Developing marketing strategies that align with the company’s overall business goals
  • Analyzing competitor products and marketing efforts to determine how they might affect the company’s own products
  • Managing budgets for all marketing activities, such as print ads, social media campaigns, and trade shows
  • Communicating with suppliers to ensure adequate inventory levels of materials needed for product production
  • Developing brand names, logos, taglines, and other elements of a brand identity that will appeal to target consumers
  • Coordinating with advertising agencies or public relations firms to develop marketing campaigns
  • Working with designers to develop product packaging and labels
  • Reviewing customer feedback to identify issues that may be affecting sales of a product or service
  • Meeting with retail store managers to discuss new product offerings and marketing campaigns

Brand Manager Salary & Outlook

Brand managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses and commissions.

  • Median Annual Salary: $85,000 ($40.87/hour)
  • Top 10% Annual Salary: $126,000 ($60.58/hour)

The employment of brand managers is expected to grow faster than average over the next decade.

As retail and service establishments continue to compete with online retailers, brand managers will be needed to help these businesses maintain their competitive advantage. Brand managers also will be needed to ensure that products are consistent across all sales channels.

Brand Manager Job Requirements

A brand manager typically needs the following qualifications:

Education: Brand managers typically need a bachelor’s degree in marketing, advertising or a related field. Some employers prefer candidates who have a master’s degree in marketing or business administration. Relevant coursework includes marketing research, statistics, economics, business law, business communication and business management.

Training & Experience: Brand managers typically receive on-the-job training in their new role. This training may include learning about the company’s products and services, the company’s marketing strategies and the company’s customer base. The training may also include learning about the company’s computer systems and software.

Brand managers who work in the advertising industry may receive additional training in the form of seminars and conferences. These conferences can help brand managers learn about the latest trends in marketing and advertising. They can also help brand managers network with other professionals in the industry.

Certifications & Licenses: Brand managers don’t need a certification to get hired, but earning one can improve your chances of getting a higher-paying job. Some brands may even choose someone with a certification over another candidate with more experience but no certification.

Brand Manager Skills

Brand managers need the following skills in order to be successful:

Communication: Brand managers use communication skills to convey messages to their team and clients. They use email, phone calls, video calls, instant messaging and other methods to communicate with others. Brand managers also use communication skills to convey their brand’s message to the public. They may use social media, advertisements, billboards and other methods to communicate with consumers.

Creativity: Brand managers use creativity to develop marketing campaigns and strategies. They use their creativity to develop ideas for advertisements, social media posts and other marketing materials. Creativity also allows brand managers to develop strategies that help them reach their target audience.

Strategic thinking: Brand managers can use strategic thinking to develop marketing campaigns and sales strategies. Strategic thinking involves anticipating challenges and finding solutions that can help you achieve your goals. For example, a brand manager might use strategic thinking to develop a marketing campaign that can help them reach a new audience.

Research: Brand managers need to research their target audience and the competition to understand their needs and wants. This can help them create a brand image that appeals to their audience. They also need to research their audience’s online presence to understand what they’re already using. This can help them create a brand image that their audience is already familiar with.

Leadership: Brand managers can use leadership skills to motivate their team and encourage them to achieve company goals. You can also use leadership skills to guide your team through the development of a marketing strategy. Brand managers can also use leadership skills to guide their team through the creation of a marketing campaign.

Brand Manager Work Environment

Brand managers work in a fast-paced environment and are expected to juggle multiple projects at once. They work closely with other members of the marketing team, as well as with other departments within the company, such as product development, sales, and finance. Brand managers typically work a standard 40-hour week, although they may occasionally have to work overtime to meet deadlines. The job can be stressful, as brand managers are under constant pressure to deliver results. They also face the risk of being laid off if their products do not perform well in the marketplace.

Brand Manager Trends

Here are three trends influencing how brand managers work. Brand managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Need for a More Data-Driven Approach

As businesses become more data-driven, the need for a more data-driven approach in marketing and advertising becomes increasingly apparent. This means that brand managers will need to be able to use data to make better decisions about where to spend their advertising dollars and how to best reach their target audience.

In order to be successful in this new environment, brand managers will need to be able to understand and utilize data in order to make informed decisions about their marketing strategy. They will also need to be able to work with data scientists and other members of the analytics team to get the most out of their data.

The Importance of Brand Advocates

Brand advocates are an important trend in marketing because they can help promote a company’s products or services by word of mouth. In order to create a strong brand advocate base, companies need to provide excellent customer service and create products that customers love.

Brand managers can utilize this trend by creating a culture of customer satisfaction within their company. They can also focus on developing products that meet the needs of their customers and communicate the value of their products to potential customers.

More Focus on Digital Marketing

As digital marketing becomes more popular, businesses are starting to put more emphasis on hiring professionals who have experience in this area. This is because digital marketing offers many benefits, such as the ability to target specific audiences and measure the effectiveness of campaigns.

Brand managers who are able to utilize digital marketing tools and strategies will be in high demand, as they will be able to help businesses reach new customers and grow their businesses.

How to Become a Brand Manager

A successful brand manager career requires a combination of skills, experience, and personal attributes. You need to be able to see the big picture and understand how your work impacts the overall success of the company. You also need to be able to manage multiple projects simultaneously and stay organized under pressure.

To become a successful brand manager, you should start by gaining experience in marketing or advertising. This will give you an understanding of how brands are created and maintained. You should also develop your creative thinking skills so that you can come up with innovative ideas for new products and campaigns. Finally, you should be able to work well with people from all levels of the organization.

Related: How to Write a Brand Manager Resume

Advancement Prospects

There are many ways to advance your career as a brand manager. One way is to move up within your current company by taking on more responsibility or being promoted to a higher position. Another way to advance is to move to a different company, either in a similar role or in a more senior role. You can also advance your career by getting more education or training, either through formal programs or through on-the-job learning. Finally, you can advance your career by networking and building relationships with other professionals in your field.

Some common job titles that brand managers move up to as they advance their careers include marketing director, vice president of marketing, and chief marketing officer.

Brand Manager Job Description Example

As a brand manager at [CompanyX], you will be responsible for the development and execution of marketing plans and programs in support of the brand’s objectives. You will work closely with the sales, advertising, market research, and product development teams to ensure that the brand’s message is consistent and cohesive across all channels. In this role, you will be the champion of the brand, ensuring that all internal and external communications reflect the brand’s values and positioning. You will also be responsible for managing the brand’s budget and for developing and executing promotional plans.

Duties & Responsibilities

  • Develop and execute brand plans that deliver against business objectives while protecting and growing brand equity
  • Conduct regular analysis of the competitive landscape and consumer insights to inform brand strategy
  • Work with cross-functional teams to develop and implement integrated marketing communications programs that are on-brand, on-strategy, and on-budget
  • Oversee all aspects of creative development for advertising, digital, social media, print, and collateral materials, ensuring a consistent look and feel across all touchpoints
  • Develop and manage annual brand budgets, track ROI of marketing initiatives, and provide monthly reporting to senior management
  • Serve as the primary point of contact for assigned agency partners, managing day-to-day communication, timelines, and deliverables
  • Monitor industry trends and best practices, keeping abreast of new technologies and approaches that could be leveraged to improve the effectiveness of marketing campaigns
  • Collaborate with global team members to ensure that local market needs are considered in the development of global brand initiatives
  • Manage multiple projects simultaneously, adjust priorities as needed, and meet deadlines in a fast-paced environment
  • Provide mentorship and guidance to junior team members
  • Represent the company at industry events and trade shows
  • Perform other duties as assigned

Required Skills and Qualifications

  • Bachelor’s degree in marketing, communications, or related field
  • 5-7 years professional experience in marketing, with at least 3 years in brand management
  • Experience developing and managing budgets
  • Strong project management skills
  • Excellent written and verbal communication skills
  • Creative thinker with ability to think outside the box

Preferred Skills and Qualifications

  • MBA or other advanced degree
  • Experience working in a global organization
  • Experience with social media and digital marketing
  • Familiarity with market research tools and methods

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