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Brand Manager Position Description
Many large corporations often comprise a number of smaller companies or divisions, each with their own brand. Mars, Inc., for example, is the parent company of many brands, including 3 Musketeers, M&Ms, Skittles, Snickers, Mars, Milky Way, and an array of others. Similarly, the Sara Lee Corporation not only has its own Sara Lee brand, but also well-known brands such as Hillshire Farms, Kiwi, Jimmy Dean, and Playtex. While there generally is a corporate marketing director, many companies with multiple brands also have specific Brand Managers. These are the individuals responsible for developing and implementing marketing campaigns for their particular brand.
Depending on the structure of the company, Brand Managers can have an array of responsibilities. Individuals are expected to develop both long- and short-term strategic marketing plans for the brand. These might include marketing initiatives, special packaging, and/or point of purchase pieces for the specific brand, as well as promotions, sweepstakes, contests, giveaways, and coupons.
Part of the Brand Manager's job is to develop budgets for his or her department. In doing so, the individual determines how best to spend the monies allocated in order to increase sales. Should more monies go toward research? What about advertising? How about changing the packaging? The decisions of the Brand Manager can affect the bottom line of the brand.
Brand Managers often work with the research and development team. This might be necessary, for example, to determine how products within the brand can be improved. Would customers purchase more if products were offered in single-serve packages? Is a sauce too spicy? Does the packaging need updating? Do consumers purchase a product once and then not again? The Brand Manager works with the research and development team to determine not only why, but what can be done to turn the problem around. An important function of the Brand Manager is locating key markets and potential customers. To do this, he or she might deal with the advertising department or the advertising agency in charge of the brand not only to locate these markets, but also to find ways to reach them.
Will advertising in a new media increase sales? Will it pay off? Can the Brand Manager fit the new advertising campaign into his or her budget? There are always questions that need to be looked into, researched, and answered. The Brand Manager is always on the lookout for the best way to pitch the brand or product to the consumer. In order to gauge the consumer's reaction, he or she works with the market research departments. The Brand Manager also works with members of the production, packaging, promotion, distribution, advertising, and sales departments in developing the most effective packaging, promotional materials, advertisements, and commercials. He or she is also expected to develop pricing and distribution strategies. The Brand Manager does everything possible to make the brand competitive in the marketplace.
When new products in the brand are introduced, the Brand Manager also works closely with the public relations department and/or agency in launching a media blitz and coordinating public relations activities. He or she is expected to monitor and control all advertising and promotions within the brand. As part of the job, the individual is also responsible for keeping up with industry trends and the competition.
The Brand Manager is essential to the success of the brand. His or her decisions and expertise can make the difference between a brand or product “making it” and one that ultimately falls between the cracks. For those who enjoy being in the forefront of the corporate industry, this might be the ideal career choice.
Salaries
There is a wide range of salaries for corporate Brand Managers. Individuals in this field generally earn from $30,000 to $150,000 or more annually. Factors affecting earnings include the size, prestige, and geographic location of the company in which the individual works. Other factors include the experience and professional reputation of the Brand Manager. In many cases, individuals also receive bonuses based on increased product sales.
Employment prospects are good for talented Brand Managers.
Positions may be offered in a variety of companies hosting multiple brands, including those that manufacture products as well as companies that provide services. Individuals may need to relocate to find a position.
Advancement prospects are fair for Brand Managers. Those who prove themselves will have no trouble moving up the corporate career ladder. There are a number of ways individuals working in this area can advance their career. The common forms of career progression are either finding a similar job in larger, more prestigious company or being promoted within the same agency to handle a more prestigious brand. Some individuals climb the career ladder by becoming corporate marketing directors for large companies.
Most companies require a minimum of a bachelor's degree for this position.
Helpful majors include marketing, advertising, communications, or a related field. Seminars and workshops in market research, branding, marketing, and advertising will be useful in honing skills.
Brand Managers working in the corporate world need experience in branding and marketing. This experience is generally obtained by working in the marketing department. The most successful Brand Managers are highly motivated, ambitious, energetic individuals. Excellent written and verbal communication skills are essential. Individuals should be detail-oriented and have the ability to multitask without getting flustered. The ability to prioritize and organize is vital. Creativity and innovation are a must. Interpersonal skills and the ability to understand people's thought patterns are helpful. Excellent analytical and quantitative abilities are crucial.
Unions and Associations
Brand Managers working in the corporate world may belong to a number of associations that provide career guidance and professional support. These include the American Marketing Association (AMA), the Direct Marketing Association (DMA), the Marketing Research Association (MRA), and the Advertising Research Foundation (ARF), among others.
Tips for Entry
1. If you're still in school, look for an internship. These are valuable in providing experience and helping you make important contacts.
2. Take classes, workshops, and seminars in marketing, brand management, and consumer research. In addition to honing your skills, they provide excellent networking opportunities.
3. Positions may be advertised in the classified section of newspapers under heading classifications such as “Brand Manager,” “Product Manager,” “Marketing,” Corporate and Industry,” or in specific corporate company advertisements.
4. Jobs may be advertised in trade journals
5. Don't forget to check out openings on the Web. Start with some of the more popular career and job sites like Hotjobs.com or Monster.com and go from there.
6. Corporate Web sites often list job openings. Visit the sites of companies you might be interested in working for.