Brand Manager Job Description: Top Duties and Qualifications

A Brand Manager, or a Brand Marketing Manager, is responsible for building the brand and image of an organisation, its products or services. Their duties include product and advertising placement, liaising with the Marketing Manager and working on retail packaging or in-store displays.


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Brand Manager duties and responsibilities

A Brand Manager performs specific essential duties and responsibilities. These can vary depending on the type of industry, but they typically include:

  • Recommending strategies to position the brand for growth
  • Analysing brands of competitors, consumer trends and shopping behaviours
  • Designing and supervising content such as press releases, artwork, print and digital media
  • Monitoring the performance of a brand through key performance indicators (KPI)
  • Achieving profit targets, timelines and budgets
  • Organising product launches and promotional events
  • Managing Marketing Executives working for the brand
  • Assisting in the design of retail packaging and in the creation of in-store marketing displays
  • Working with advertising agencies to manage the brand’s marketing campaigns
  • Maintaining and growing the brand’s affiliations and partnerships
  • Maintaining contact with vendors and distributors to get critical input on how product design and implementation can be improved


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What does a Brand Manager do?

Brand Managers oversee the brands of a company. A brand is like an identity of the organisation, its products or services and job title Brand Ambassador

can include logos, symbols, names or terms. Usually, Brand Managers serve as Brand Ambassadors to ensure brand loyalty by building trust between the company and its customers. They also execute activities and marketing campaigns to manage the brand’s product launches.


Brand Manager skills and qualifications

An ideal Brand Manager candidate will have various prerequisite skills and qualifications, these include:

  • Excellent verbal and written communication skills
  • Practical sales knowledge
  • Business management skills
  • Proven leadership record
  • Skills in statistical analysis
  • A high level of creativity and innovation
  • Experience of using various social media platforms
  • Proficiency with CRM software such as HubSpot and CMS platforms such as WordPress


Brand Manager experience requirements

An ideal Brand Manager candidate must have at least two years’ experience working in the same industry as the business. For instance, a candidate applying to be a Brand Manager at a company that sells apparel should have worked as a Brand Manager for another apparel brand in the past. Sometimes candidates may have worked as Marketing Executives, Communications Managers or Marketing Managers and worked their way up within the same company. Some employers also consider a candidate who has completed a relevant apprenticeship program.


Brand Manager education And training requirements

Educational qualifications typically include a Bachelor’s Degree in Marketing, Advertising or related field or a Higher National Diploma (HND) in Marketing, Business Management, Digital Marketing or Advertising. Sometimes it helps to check for additional qualifications from professional bodies such as the Institute of Data and Marketing (IDM), The Chartered Institute of Marketing (CIM) and the Chartered Institute of Public Relations (CIPR).


Brand Manager salary expectations

According to Indeed Salaries, the average salary for a Brand Manager is £35,803 per year. However, the starting salary of a successful candidate depends on the level of experience, location of the job and the industry.


Job description samples for similar positions

If the position of a Brand Manager is not what a company is looking for, here are some related positions that you may also consider:


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Brand Manager job description FAQs


What qualities make a good Brand Manager?

A Brand Managers should be both creative and innovative. They must be capable of finding new ways to present or promote the brand’s products to customers. They should also possess good salesman skills since one of the primary goals of promoting a brand is to increase sales. A Brand Manager must also have excellent communication skills and be people-oriented. They must know how to keep customers happy and how to keep their teams motivated.


What is the difference between a Brand Manager and a Marketing Manager?

A Brand Manager is primarily responsible for building the brand image of a company and its products. A Marketing Manager increases the outreach of a company’s products or services, determines their marketability, pricing, placement and performs research on demographics to find new markets instead. Often, Brand Managers may collaborate with Marketing Managers for executing advertising and marketing campaigns on different brands within the same company. In such cases, both positions share some responsibilities.


Who reports to a Brand Manager?

Brand Managers may require a large team because they build and maintain a brand or multiple brands, depending on the size of the business. This team may include marketing executives as well as a creative team that develops the overall look and feel of the brand and its promotional activities. Typically, such a creative team consists of Copywriters, Editors, Graphic Artists, Graphic Designers and Web Developers.


How can you make your Brand Manager job description stand out?

The responsibilities and educational requirements for Brand Managers vary across different sectors. It’s essential to ensure that your Brand Manager job description stands out from the rest, this can be done by providing extensive details about the responsibilities of the job, so that the candidates know what to expect on a day-to-day basis. It’s also helpful to state any bonuses or incentives that may be available to the new hire.

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