The role of a brand manager

A Brand Manager is responsible for adapting a brand strategy for a company's target market.

As the 'brand guardian', brand managers maintain brand integrity across all company marketing initiatives and communications, and may manage a portfolio of products.

Brand managers have strong communication skills and need to maintain good relationships with colleagues and external contacts. 

What activities are part of the brand manager role?

• Brand strategy, including the setting of style guides, brand guidelines, brand vision and value proposition for short as well as long term
• Planning and execution of all communications and media actions on all channels, including online and social media
• Assisting with product development, pricing and new product launches as well as developing new business opportunities
• Creating and managing promotional collateral to establish and maintain product branding
• Managing the budget for advertising and promotional items
• Competitor and customer insights analysis
• Analysis of sales forecasts and relevant financials and reporting on product sales

What qualifications are needed to become a brand manager?

Brand managers tend to be degree qualified with a relevant major and/or have several years' demonstrable marketing experience in a similar environment.

To achieve this position employers might expect you to have a degree in Business, Advertising and Marketing, Economics or Engineering from a first line school, be fluent in English and have a post-graduate qualification or MBA.

Brand managers have strong communication skills and need to maintain good relationships with colleagues and external contacts. They have a hands on attitude, and are analytical and ambitious. Possession of these qualities will assist you to obtain a brand manager position.

What key attributes do brand managers typically have?

Key personal attributes for a successful brand manager include:

• Brand awareness - a clear understanding of brands and the marketing mix
• Determination and perseverance
• Relationship management skills
• A strong focus on results
• A high degree of business acumen

Salary expectations for brand managers

Download Robert Walters' Global Salary Survey for further details on what you can expect to earn as a brand manager.

Brand manager career prospects

Brand managers can progress to marketing manager or marketing director positions.

There is currently strong demand for brand managers, particularly those with FMCG experience.