Brand Manager Job Description

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Brand Manager Job Description

Job descriptions
Marketing and Communications

Job summary 1

Brand Manager will have partnerships with sales, finance, operations, legal, product development, and marketing, as well as executives and staff. This position requires strong experience in product marketing, market research, consumer insights, packaging, market strategy and development, campaign development, POP merchandising, and forecasting. This position also requires someone strategic, can multi-task, has impeccable communications skills, and is ready to roll up their sleeves.

Duties & Responsibilities 1

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Requirements & Skills 1

Job summary 2

As a Brand Manager, you will own all aspects of your business. You'll be responsible for a new function that will cultivate brand strategies, drive growth, implement new and exciting products, develop go-to-market strategies, lead a team, and maintain relationships with internal and external clients. You'll leverage your creative skills to come up with new ways to meet brand objectives.

Duties & Responsibilities 2

Requirements & Skills 2

Must have experience driving brand initiatives
Bachelor’s degree plus 8 years of sales, marketing, communications, finance, supply chain/supply planning, process development, new product development, or sales experience reflecting increasing levels of responsibility
Bi-Lingual, Spanish
Experience effectively presenting information to top management, public groups, and boards of directors
- Successful proven track record of new category development
- Excellent written, verbal, and presentation skills
- Must have great interpersonal skills

Job summary 3

The Brand Manager supports the development and implementation of annual marketing plans for the assigned brands including new products, media/advertising, consumer promotions, merchandising, and public relations.

Duties & Responsibilities 3

Lead brand project initiatives across all elements of the marketing.
Assist the brand with key areas that directly influence the success of the business, including forecasting, inventory levels, packaging, point of sale, and sales collateral materials.
- Complete key business analyses including marketplace/share, competitive assessment, volume builds, capacity assessment, promotion evaluation, pricing/sizing analysis, and market research analysis and implications.
- Liaise with operations on key product initiatives to ensure 100% product availability.
- Takes initiative and has a bias for action to drive for results.

Requirements & Skills 3

Bachelor's Degree in Marketing.
1-3 years of experience in brand management at a consumer goods company.
Extensive project management experience and proven ability to multitask.
Experience in media planning, advertising, creative and concept development.
Compelling communications with the ability to clearly and succinctly convey information and ideas.
Critical thinking with the ability to analyze data, identify trends, and recognizes the broader implications of issues.
- Intellectual curiosity with the drive to always learn more.
- Strong leadership with the ability to effectively influence others to advance shared goals.
- Adaptability and ability to work in a fast-paced, ambiguous environment.

Job summary 4

Brand Manager will develop and support the execution of brand strategies, communication, as well as annual integrated plans to build brand awareness and drive revenue and growth.

Duties & Responsibilities 4

Lead the development of brand tool kits, client-agency briefs, and best-in-class creative, enabling brand consistency and flawless execution
Support media planning, allocation, and measurement
- Act as brand voice and collaborate as a thought partner with product and sales/category teams to ensure a unified execution of the brand across product, sales, and marketing
- Collaborate with product experience and business teams to define a successful innovation pipeline
- Live and breathe the company’s values

Requirements & Skills 4

3-5 years of experience in marketing/brand management/account management/project management
Experience handling and/or understanding the full mix of marketing disciplines including consumer research/insights, brand/marketing strategy development, advertising development, media planning and execution, digital/social media marketing, PR, and events.
Experience with non-traditional marketing methods of reaching consumers
- Success as an innovative marketing professional who has developed unique solutions to problems
- Experience taking a non-traditional, grassroots approach to building values-based brands
- Bachelor’s degree required, MBA preferred

Job summary 5

The Brand Manager is responsible for supporting key initiatives to bring the brand purpose and strategy to life and contribute to the achievement of annual and long-term sales, market share, and profit goals. The ideal candidate has a passion for working. This person will have a strong foundational knowledge of all standard marketing mix fundamentals, and the demonstrated ability to influence others while working in evolving fluid business environment.

Duties & Responsibilities 5

Assisting brand leaders in driving business performance, executing strategy; and tactics, and delivering on revenue, profit, and market share goals.
Analyzing the business and has an in-depth understanding of key drivers.
Delivering market analysis and actionable recommendations to grow sales and expand margin.
- Assisting with preparation of annual operating plans and marketing budget.
- Supporting the Brand team to execute product packaging and label updates.
- Leading cost savings projects, in partnership with the Supply Chain, to drive segment and brand profitability.

Requirements & Skills 5

Experience with diagnosing and resolving complex problems and opportunities with analytics and creative thinking.
Leading successful implementation of marketing plans.
A proven track record of working independently and efficiently, handling time-sensitive projects, and prioritizing multiple objectives.
Proficiency in distilling insights and conclusions from the complex market and data sets.
The ability to establish effective work relationships in a team environment.
Requires 3+ years of business experience post-college, inclusive of time obtaining a relevant graduate degree. Marketing experience preferred.
- Requires a 4-year college or university degree or its equivalent. MBA preferred.
- Ability to pull insights from multiple sources and distill them into a compelling story.
- Strong verbal and written communicator to a wide breadth of audiences including senior management.

Job summary 6

The Brand Manager is a leadership position within the organization, with strategic ownership of a brand portfolio. As a leader, the incumbent must have the skillsets & experience necessary to make sound business decisions, competently manage and develop direct report(s), set strategic direction, and influence internal/external stakeholders to follow that direction. The Brand Manager will have responsibility for optimizing short and long-term volume and profit performance for a brand portfolio by developing, championing & executing the strategic vision.

Duties & Responsibilities 6

Develop and deliver annual category business plans.
Lead overall vision for product pipeline & development strategies.
Manage overall product portfolio & mix.
Develop cross-channel pricing strategies.
- Set strategic direction and oversee consumer advertising & promotion plans.
- Serve as the lead “voice” for an assigned brand portfolio for all key constituencies, including sales, R&D, regulatory, operations, and finance.
- Other duties as assigned.

Requirements & Skills 6

Job summary 7

This role is responsible for product commercialization and the development of marketing plans and campaigns that drive the growth of the brand. You are someone who demonstrates the passion required to champion new product launches, brand building, and best-in-class marketing. You are a creative box thinker with a solid understanding of the entire marketing process. You have a strong track record of winning the hearts and minds of consumers through omnichannel marketing campaigns. You are expected to be the champion of the brand you lead and inspire cross-functional team members & partners with your passion and excitement. You will leverage your technical marketing skills through ongoing execution of product development/commercialization, business/brand planning, retailer marketing, sponsorship & experiential/event marketing activation, and business analysis.

Duties & Responsibilities 7

Lead all activities related to planning & execution of brand plans for your brand. Including (but not limited to): licensing, promotions, advertising, media production, sponsorship, event activation, packaging, branding, trade shows, market research, pricing, costing, profitability analysis, and SKU rationalization
Plan and build strong marketing campaigns to support your product/brand(s)
On-going management of the brand P&L including forecasting and tracking of sales and marketing spending within the assigned budget
Development of insight-based brand scorecards and reports as measured against KPIs and POS/sales analysis regularly
Assist in managing projects related to product development activities including (but not limited to): preparing new product start documents, product costing, turnover transmittals, packaging, and product and marketing briefs
Administer the critical path analysis process, ensuring all timelines are adhered to, all details are properly recorded, and that all parties are informed of relevant information where required
- Regularly audit and understand the competitive landscape and lifestyle/skate culture trends to generate consumer/buyer engagement, drive sales, identify new whitespace opportunities and digital/social strategies/plans
- Ongoing monitoring and reporting of consumer, competitor, and brand activity with analysis and recommendations
- Proactive improvement of plans that contribute to the brands success

Requirements & Skills 7

Job summary 8

The Brand Manager will be a key member of our Team and will have P&L responsibility for the business. The role is responsible for 1) Defining strategy for the business to meet customer and consumer requirements, establishing a clear vision and growth plan for the business; 2) Achieving the business financial goals as they align with Business Unit goals; 3) Development and execution of Marketing campaigns, as well as other business plans for commercial success.

Duties & Responsibilities 8

Deliver financial, share, and operational goals, monitoring performance and working cross-functionally to drive corrective action as necessary
Participate in creating annual business plans for the business that align with Business Unit and Division strategic priorities and growth objectives
Develop annual Marketing campaigns to drive business performance.
Leverage and influence the sales organization to manage customer relationships and execute key go-to-market tactics (pricing, merchandising, shelving, and assortment)
Work very closely with Sales and Finance to manage financials and drive profitable solutions for growth
Assess business opportunities and strong cross-functional leadership to analyze the financial, operational, and sales impact of opportunity. Lead opportunities through execution with cross-functional teams.
- Monitor and understand customer and consumer insights, market and competitive data to pro-actively position the business for growth and profitability
- Engage the supply chain organization to insure optimal cost containment and service levels
- Key contributor to the forecast process to drive accuracy and ensure customer service expectations are met

Requirements & Skills 8

5 or more years of Business Experience within the Consumer Packaged Goods industry. Prefer Product Management Experience
Marketing and Strategy: Possessing breadth of skills: insight identification and implementation, creating a brand distinction, value, customer/consumer demand, and portfolio management
- Experienced brand builder with demonstrated success in business turnarounds and transformations
- Customer understanding - retail grocery, mass, club
- Experience developing and defining value propositions and go-to-market strategies (including trade strategy development, evaluation, and implementation)

Job summary 9

We are looking for a Brand Manager who will assist with the planning and development of annual marketing and business plans that align with organizational goals and objectives. This candidate will aim to achieve sales growth, profit margins, and market share targets.

Duties & Responsibilities 9

Requirements & Skills 9

Bachelor's degree in Marketing, Communications, or related discipline. MBA a plus
2-3 years of marketing/sales and/ or product management experience.
Must possess strong organizational, execution, and leadership skills with the ability to multitask in a fast-paced environment.
- Entrepreneurial Mindset is mandatory.
- E-commerce & Digital experience a plus.
- Strong experience using MS Office Suite including, Excel, PowerPoint, etc.

Job summary 10

The Brand Manager will be a record of setting foundations for brand growth. This person will be a thought leader and a pivotal piece in a rapidly growing company.

Duties & Responsibilities 10

Building, maintaining, and scaling overall brand
Working cross-functionally with Marketing, Sales, Product, and Finance teams to translate overall business goals into actional recommendations across the brand
Building and executing media buying plans
Strategizing with the Executive Leadership about customer engagement and loyalty
- Managing the brand's P&L
- Managing relations with influencers, vendors, external agencies, and key partners
- Measuring, analyzing, and reporting on the impact of brand events and campaigns

Requirements & Skills 10

4+ years of experience in brand marketing
Strong experience building foundations and scaling an emerging brand
Track record of managing a successful team
- Knowledge of Google Analytics and Shopify
- Ability to source, negotiate, and onboard new vendors and external agencies
- Strong communication and organizational skills in a fast-paced environment

Frequently asked questions

What is the role of a brand manager?

A brand manager is responsible for managing and improving the image and reputation of a brand in the market. They're involved in creating, developing, and implementing brand strategies to increase brand awareness, drive market growth, and improve customer satisfaction. Here are the key responsibilities of a brand manager:

Brand Strategy Development: They develop and implement effective brand strategies based on market research, trends, and competitor data.

Product Development: They work closely with product development teams to ensure that new products align with the brand's image and meet the needs of the target market.

Marketing Campaign Management: They oversee marketing campaigns and initiatives to promote the brand, often coordinating with the marketing team to develop effective advertising and promotional strategies.

Market Research: They conduct and analyze market research to understand consumer behavior, preferences, and trends, and use this information to guide brand strategy and decision-making.

Brand Positioning: They are responsible for the positioning of the brand in the market, ensuring that it appeals to the target audience and differentiates from competitors.

Performance Analysis: They monitor, measure, and report on the performance of branding initiatives and campaigns, and adjust strategies based on the results.

Collaboration with Stakeholders: They collaborate with different teams and stakeholders, including marketing, sales, product development, and executive leadership, to ensure brand consistency and effectiveness.

Customer Engagement: They develop strategies to engage customers, build brand loyalty, and enhance customer satisfaction.

Budget Management: They often manage the brand's budget, ensuring that resources are allocated effectively to meet brand objectives.

Crisis Management: In the event of a negative situation affecting the brand's image (such as a public relations issue), the brand manager may be responsible for managing the crisis and protecting the brand's reputation.

In essence, a brand manager acts as the guardian of the brand, ensuring that all aspects of a company's products or services align with the brand values, identity, and positioning. They play a crucial role in building and maintaining the brand's reputation and image in the marketplace.

Who does a brand manager work with?

A brand manager typically collaborates with various individuals and teams within and outside the organization. Here are some key stakeholders that a brand manager works with:

Marketing Team: Brand managers closely collaborate with the marketing team, including marketing strategists, advertising specialists, digital marketers, and content creators. They work together to develop and execute marketing campaigns that align with the brand strategy.

Product Development Team: They collaborate with product managers, engineers, designers, and researchers to ensure that new products or product enhancements align with the brand's values, image, and target market.

Sales Team: Brand managers work with the sales team to provide them with the necessary tools and resources to effectively communicate the brand's value proposition and differentiation to customers. They may also gather feedback from the sales team on customer preferences and market trends.

Executive Leadership: They report to and collaborate with executive leaders, such as the Chief Marketing Officer (CMO), Chief Executive Officer (CEO), or brand director, to align brand strategies with overall business goals and objectives.

Creative Agencies: Brand managers often work with external creative agencies, including advertising agencies, design firms, or public relations firms. They collaborate to develop creative assets, campaigns, and messaging that convey the brand's essence and resonate with the target audience.

Market Research Teams: Brand managers collaborate with market research professionals to gain insights into consumer behavior, market trends, and competitor analysis. They utilize this information to refine brand strategies and make data-driven decisions.

Internal Departments: They interact with various internal departments, such as finance, legal, operations, and customer service, to ensure brand consistency, compliance, and effective implementation across the organization.

External Partners: Brand managers may work with external partners, such as vendors, influencers, or brand ambassadors, to leverage their expertise, amplify brand messaging, and reach target audiences.

Customers and Consumers: Although indirect, brand managers ultimately work to connect with customers and consumers. They analyze their needs, preferences, and feedback to inform brand strategies and enhance the overall brand experience.

Effective collaboration with these stakeholders is crucial for a brand manager to successfully execute brand strategies, drive brand growth, and maintain a consistent brand image across various touchpoints.

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