Marketing Career Zone

A marketing career can take you in many different directions and into many different specialisms and in this, the first of a series of spotlights on marketing jobs, we are going to take a look at the job of a brand manager.  Brand management is, of course, an area to which increasing numbers of companies have turned their attentions in their attempts to increase their credibility, differentiate themselves from the competition and increase their profits, and consequently a good brand manager can be worth his weight in gold.

So, what does brand management actually involve?  Lucy Evans, brand manager for Cadbury’s Dairy Milk, describes her role as ‘the interface between consumers and retailers, and the marketing director who holds the brand budget.’  Whilst her role involves the management of the brand for a single product, brand management could in fact involve the application of various marketing techniques to a specific product, product line, service or to an entire company brand.  Ultimately, it is the brand manager’s job to ensure that the brand stands out from the competition, reflects the values of the company and increases the perceived value to the customer.

The role of a brand manager usually involves a good deal of interaction with a wide range of other marketing professionals in order to bring together the whole ‘brand package’ and fulfil the requirements to:

•    Conduct market research to establish to what degree the brand is in touch with its target customers

•    Develop the brand’s identity

•    Ensure that the product or service fits with the image and values of the company

•    Oversee production

•    Ensure that any relevant advertising or online marketing or presence fits with the brand image

•    Monitor sales and the impact of advertising

•    Track and analyse competitor and market trends

•    Handle budgeting and forecasting

As a brand manager is often responsible for co-ordinating aspects of sales, production, advertising and promotion, research and development, market research, purchasing, distribution, packaging development and finance, strong all-round marketing skills and knowledge are key to moving into this area, as is the ability to see the bigger picture.  Because the role is concerned with creating and implementing a brand strategy, and this is contingent upon understanding practical implementation, previous experience in direct or relationship marketing and/or advertising, market research, product development or some other relevant specialism is normally a requirement.  Having said this, however, some large multi-national organisations do have opportunities for graduates who possess the necessary academic qualifications to move into this field.

Many brand managers start in this specialised area by becoming assistants on a well-known brand before taking over a (usually less well-known) brand of their own.  Because levels of competition in this area tend to be high, a good marketing degree or HND, or a Chartered Institute of Marketing qualification, are the most useful qualifications to hold.

As well as focusing your CV on your relevant experience and achievements, securing a position in brand management also requires you to demonstrate the possession of qualities, skills and abilities such as:

•    Analytical skills
•    Excellent listening skills
•    Good communications and interpersonal skills
•    Creativity and vision
•    Entrepreneurial and strategic thinking
•    Strong financial skills

The rewards for roles in brand management range broadly from around £25,000 for a junior position to around £60,000 for an experienced brand manager.  The median salary in the USA, meanwhile, is just over $90,000, making it a very attractive option for those who wish to specialise in a particular branch of marketing.

The move from Assistant Brand Manager to Brand Manager would normally be expected to take 3-5 years and the experience gained at this level has the potential to open up opportunities as a Marketing Director, and then on to Group or Division Director and Senior Company Executive.