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Marketing jobs brief - brand manager
First impressions count. The face of every company, a brand will be seen before anything else, so it would be your role as Brand Manager to make sure it says all the right things.
Using clear brand guidelines, you'll have to make sure everything the company produces is right for its audience.
Research is a key part of the role, especially to keep the brand up to date. This can involve anything from looking into how effective a piece of marketing is, to monitoring the current market trends.
Social interaction comes with the job as it often involves working with departments all through the company including in-house marketing and communications people or legal staff, to various outside creative agencies.
Most marketing departments of a large company employ at least one Brand Manager, sometimes alongside two to three juniors.
Hours/Environment
Typically you will be working from 9 to 5, Monday to Friday, but late nights and early mornings may be needed from time to time. For example, during a product release longer hours can be needed to make sure everything meets the deadline.
Travel is common to the role, whether to meet with creative agencies or clients go on photo shoots or host a launch. So, although the role is office based, it's likely you will spend a large amount of time on the road, in meetings and attending events.
For those working on international brands, you may even travel overseas. With the large amount of travel needed, a driving licence is useful.
Skills and interests
To be a good Brand Manager, you need to:
- have good analytical skills
- be a good listener, able to respond to results and consumer research
- be an excellent communicator, both verbally and in writing
- be able to work well with a wide range of people from different parts of the business
- be a team leader, able to inspire others
- be able to manage different projects at the same time
- be energetic and passionate about their product speciality
- be organised and methodical
- be able to work well under pressure
- have good presentation skills.
Entry
As with many marketing roles, there is no set entry route, but most Brand Managers tend to have a need a degree or HNC/HND in business studies or marketing.
Business experience is one of the most important things to have for this role and employers are likely to look for someone with a good background in a related line of work. For non-graduates there are options which include taking a professional marketing qualification whilst working in a more junior post.
Competition in the field is high and so the more experience you can gain the better. Good business know-how will work well together with evidence of work experience.
Training
Employers usually provide complete on-the-job training on their products and other parts of the company. People new to the job begin in a junior position and work under the supervision of an experienced colleague.
To help you as a Brand Manager to develop at any level of your career, this training runs alongside a number of professional marketing qualifications. There are various options available through the:
- Chartered Institute of Marketing (CIM)
- Institute of Direct Marketing (IDM)
- Institute of Sales and Marketing Management (ISMM)
- Communication Advertising and Marketing Education Foundation (CAM)
Depending on your level of experience and qualifications, these range from introductory certificates to advanced level qualifications.
If you're a Senior Brand Manager, you would typically work towards the CIM Professional Postgraduate Diploma in Marketing (DipM), which is recognised internationally. A list of all the CIM approved colleges and universities, and entry requirements are published on the CIM website.
To become a CIM student, you need to become a CIM Affiliate Member. Qualifications can be taken to suit your lifestyle, whether you want to study full time, part time, by distance learning or through online tutorials. There is also the option to take an intensive study programme.
Opportunities
There are very few restrictions. Whatever interests you, whether it's a particular company or product that grabs you, there is likely to be a Brand Manager behind it.
With experience, as a junior Brand Manager you can be promoted to a more senior role, usually to take control of a group of brands or even the company brand. Bigger opportunities are likely to be available in larger organisations.
If you are an experienced Brand Manager, a great product launch can lead to you becoming head hunted, as companies are constantly on the look out for fresh talent.
If you wish to work for yourself, self-employment is possible, but limited. You may choose to set up your own consultancy or specialist agency. Alternatively, you have the option to work freelance.
Annual income
As an Assistant Brand Manager you will usually be earning between £19,500 and £29,500 a year, whilst those with three years' or more experience can be looking at £24,000 and 35,000. Up to £50,000 or more can be earned if you're a Senior Brand Manager, plus many companies offer annual bonuses based on your performance.
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