Brand Manager

Job Description, Salaries, Benefits and Useful Links

Identity is important for any product in today's competitive marketplace. Brand managers are concerned with creating a lasting impression among consumers and improving product sales and market share. A brand manager monitors market trends and oversees advertising and marketing activities to ensure the right message is delivered for their product or service. They work closely with many teams, including product developers, researchers, marketing personnel and creative agencies to make sure their company brand values and image are followed. They work both for consultancies and in-house marketing departments. Brand managers usually work normal office hours, am to !pm, "onday to #riday. $vening and weekend work is sometimes necessary to meet deadlines, attend product launches, conferences and e%hibitions. They regularly travel to attend meetings with creative agencies. Those working on international brands may travel overseas. &alaries range from '( ,!)) to '* ,!)) for a +unior or assistant brand manager, up to '!),))) or more for a senior brand manager. A brand manager should,

have an instinctive feeling about future product concepts have good analytical skills be a good listener, able to respond to results and consumer research be an e%cellent communicator, both verbally and in writing be enthusiastic about their product area.

$mployers cover most industry sectors, including manufacturing and retailing. In-house positions are available in most large commercial marketing departments. -ther employers include advertising and specialist brand consultancies, although they tend to seek e%perienced people. .ompetition for brand management positions is high, and most people move into it after gaining e%perience in product development or marketing. There are no set entry routes for brand managers, but the ma+ority have a degree or /0.1/02 in business studies or marketing, as well as business e%perience. There are options for non-graduates, which include taking a professional marketing 3ualification whilst working in a more +unior post. Training is on the +ob and through courses organised by professional organisations. These range from introductory certificates to advanced level 3ualifications. 4ith e%perience, +unior brand managers may be promoted to a more senior role, possibly overseeing a group of brands or even the company brand. &ome e%perienced brand managers move towards consultancy work or set up their own specialist agency.

What is the work like?

Identity is important for any product in today's competitive marketplace. Brand managers are concerned with creating a lasting impression among consumers and improving product sales and market share. This is achieved by making sure their organisation's advertising and marketing activities send out the right image. 5ey aspects of the +ob include creating brand guidelines and making sure that employees follow them. Also known as product managers, brand managers are often responsible for overseeing the entire creative process for a single product, or group of products and services. They may work,

in house 6within an organisation's marketing department7, or for a brand, advertising or marketing consultancy, supporting different clients during pro+ects.

In either case, typical tasks are likely to include,

researching consumer markets, monitoring market trends and identifying potential areas in which to invest, based upon consumer needs and spending habits looking at the pricing of products and analysing the potential profitability generating names for new and e%isting products and services, coming up with ideas for new packaging designs, including shape, si8e, colours, fonts and imagery overseeing the production of T9 adverts, newspaper and maga8ine advertisements, direct mail packs, email campaigns, websites, e%hibition stands, road shows and liaising with art designers, copywriters, media buyers and printers checking marketing copy supervising the sign off of marketing literature and campaigns, liaising with legal and compliance personnel, ensuring the designs and messages meet the company brand and regulatory guidelines monitoring product distribution and consumer reactions through focus groups and market research co-ordinating the launch programme to e%ternal customers as well as employees.

The +ob can involve working with in-house marketing and communications people, as well as legal and compliance staff and numerous creative agencies. It is usual for the brand manager to represent the company at all creative meetings, including photo and film shoots. "ost marketing departments of a large organisation employ at least one brand manager and potentially two to three +uniors. &ometimes, they are marketing managers or e%ecutives with additional responsibility for a particular brand. The starting salary for a +unior level brand manager is around '( ,!)) to '* ,!)) a year.

Hours and en iron!ent

Typical working hours for brand managers are am to !pm, "onday to #riday. 2uring a ma+or product launch, they may put in longer hours to meet the deadline. :art-time work and +ob sharing is possible. Although office based, much of their time is spent in meetings. This can involve fre3uent travel to creative agencies within the ;5. Attending T9 filming and photo shoots, hosting a product launch event or visiting a trade show e%hibition may involve weekend work, longer

trips away from home and overnight stays. Those working on international brands may travel overseas on occasions. A driving licence is useful.

Salar" and other benefits

These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.

Assistant brand managers usually earn between '( ,!)) and '* ,!)) a year. Brand managers with three years' e%perience in product management or marketing can earn between '*<,))) and '=!,))). A senior brand manager responsible for a number of product groups can earn up to '!),))) or more.

&ome companies give annual bonuses dependent on product and individual performance.

Skills and personal #ualities

A brand manager should,

have an instinctive feeling about future product concepts have good analytical skills be a good listener, able to respond to results and consumer research be an e%cellent 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 pro+ects 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.

$nterests
It is important to,

be interested in what competitors are doing en+oy working in a busy, deadline-driven, creative environment en+oy working in product management.

%etting in
$mployers cover most industry sectors, including manufacturers and retailers of food, drink, clothes and electrical products, and companies involved in providing financial services, travel, leisure or entertainment. Brand managers may also be employed in house by public sector bodies, charities and business-to-business service providers, such as IT, training and recruitment firms. "arketing agencies and consultancies that specialise in brand management usually look for candidates with marketing and commercial e%perience.

Brand management positions are spread throughout the ;5. "any are concentrated in >ondon and south-east $ngland. .ompetition for brand management positions is high, and most people move into it after gaining e%perience in product development or marketing. ?obs are usually advertised in sector specific publications like Campaign, Marketing and Marketing Week. -ther vacancy sources include the .hartered Institute of "arketing 6.I"7 website, specialist recruitment agencies and national newspapers, for e%ample The Guardian on "ondays. &ntr" for "oung people There are no set entry routes for brand managers. "any transfer into the role after gaining some product or marketing e%perience. Individual employers set their own entry re3uirements. Typically, they look for graduates, especially those with a marketing or business studies degree. There are relevant /0.s1/02s and degrees which cover the principles of brand management. &ome degree programmes last four years, which includes a year's work placement. :ostgraduate courses in marketing are also available. #or degree courses, entry is usually with a minimum of two A levels1three / grades and five @.&$s1& grades 6A-.1(-=7, including maths and $nglish. Applicants for /0.1/02 courses usually need a minimum of one A level1two / grades, or e3uivalent. .andidates should check with individual colleges and universities. Applicants with work e%perience and a professional 3ualification may be at an advantage. 4ithout a degree, candidates may be able to work in a marketing role and take the .I" Introductory .ertificate in "arketing, which is available to anyone over the age of (A. There are no entry re3uirements. &ntr" for adults "any employers value business awareness and evidence of good interpersonal skills, such as teamwork and communication. #ull academic entry re3uirements are not always enforced for mature students at some universities and colleges, especially if they have relevant work e%perience.

'raining
$mployers usually provide comprehensive on-the-+ob training in their product, pricing and marketing departments. 0ew entrants usually start in a +unior position and work under the supervision of an e%perienced colleague. -n-the-+ob training is complemented by professional marketing 3ualifications. There are a number of options available through the,

.hartered Institute of "arketing 6.I"7 Institute of 2irect "arketing 6I2"7 Institute of &ales and "arketing "anagement 6I&""7

.ommunication Advertising and "arketing $ducation #oundation 6.A"7.

These range from introductory certificates to advanced level 3ualifications. $ntry re3uirements for the different levels vary depending on business e%perience and academic ability. &enior brand managers typically work towards the .I" :rofessional :ostgraduate 2iploma in "arketing 62ip"7, which is recognised internationally. A list of all the .I" approved colleges and universities, and entry re3uirements are published on the .I" website. To become a .I" student, candidates need to become a .I" Affiliate "ember. Bualifications can be studied full time, part time, by distance learning or through online tutorials. There is also the option to undertake an intensive study programme.

%etting on
4ith e%perience, +unior brand managers may be promoted to a more senior role, possibly overseeing a group of brands or even the company brand. -pportunities are likely to be greater in larger organisations. #or product, advertising or marketing director posts, professional 3ualifications are an advantage. $%perienced brand managers may be head-hunted as a direct result of a successful product launch. Agency brand managers with a strong portfolio are e3ually sought after. -verseas pro+ects or placement opportunities may be possible for those working within organisations that have a strong international presence. -pportunities for self-employment are limited, but some set up consultancies or their own specialist agency. &ome brand consultants work freelance.

(urther infor!ation
The .hartered Institute of "arketing 6.I"7, "oor /all, .ookham, "aidenhead, Berkshire &>C B/. )(C*D <*A!)). 4ebsite, www.cim.co.uk The .ommunication Advertising and "arketing $ducation #oundation >imited 6The .A" #oundation7, "oor /all, .ookham, "aidenhead, Berkshire &>C B/. )(C*D <*A(*). 4ebsite, www.camfoundation.com .reative E .ultural &kills, <th #loor, >afone /ouse, The >eathermarket, 4eston &treet, >ondon, &$( =/0. )*) A)(! (D<A. 4ebsite, www.ccskills.org.uk The Institute of 2irect "arketing 6I2"7, ( :ark Foad, Teddington, "iddlese% T4(( )AF. )*) D AA !A)!. 4ebsite, www.theidm.com The Institute of &ales and "arketing "anagement 6I&""7, /arrier .ourt, >ower 4oodside, >uton, Bedfordshire >;( <2B. )(!D* D<)))(. 4ebsite, www.ismm.co.uk

(urther reading
Careers in marketing, advertising and public relations - 5ogan :age

CIM Career Partner Scheme CD Rom - .I" Guide to marketing ob descriptions - .I" in association with &topgap Working in marketing ! advertising - .onne%ions

Maga)ines*+ournals
.ampaign "arketing "arketing 4eek :recision "arketing Winning "dge - I&"" the marketer - .I" maga8ine for members or by subscription

Marketing +obs brief , brand !anager

#irst impressions count. The face of every company, a brand will be seen before anything else, so it would be your role as Brand "anager to make sure it says all the right things. ;sing clear brand guidelines, you'll have to make sure everything the company produces is right for its audience. Fesearch 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. &ocial interaction comes with the +ob 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. "ost marketing departments of a large company employ at least one Brand "anager, sometimes alongside two to three +uniors.

Hours*&n iron!ent
Typically you will be working from to !, "onday to #riday, but late nights and early mornings may be needed from time to time. #or e%ample, 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. &o, 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.

#or those working on international brands, you may even travel overseas. 4ith the large amount of travel needed, a driving licence is useful.

Skills and interests

To be a good Brand "anager, you need to,

have good analytical skills be a good listener, able to respond to results and consumer research be an e%cellent 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 pro+ects 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.

&ntr"
As with many marketing roles, there is no set entry route, but most Brand "anagers tend to have a need a degree or /0.1/02 in business studies or marketing. Business e%perience 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. #or nongraduates there are options which include taking a professional marketing 3ualification whilst working in a more +unior post. .ompetition in the field is high and so the more e%perience you can gain the better. @ood business know-how will work well together with evidence of work e%perience.

'raining
$mployers usually provide complete on-the-+ob training on their products and other parts of the company. :eople new to the +ob begin in a +unior position and work under the supervision of an e%perienced colleague. To help you as a Brand "anager to develop at any level of your career, this training runs alongside a number of professional marketing 3ualifications. There are various options available through the,

.hartered Institute of "arketing 6.I"7 Institute of 2irect "arketing 6I2"7 Institute of &ales and "arketing "anagement 6I&""7 .ommunication Advertising and "arketing $ducation #oundation 6.A"7

2epending on your level of e%perience and 3ualifications, these range from introductory certificates to advanced level 3ualifications.

If you're a &enior Brand "anager, you would typically work towards the .I" :rofessional :ostgraduate 2iploma in "arketing 62ip"7, which is recognised internationally. A list of all the .I" approved colleges and universities, and entry re3uirements are published on the .I" website. To become a .I" student, you need to become a .I" Affiliate "ember. Bualifications 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.

-pportunities
There are very few restrictions. 4hatever interests you, whether it's a particular company or product that grabs you, there is likely to be a Brand "anager behind it. 4ith e%perience, as a +unior Brand "anager 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 e%perienced Brand "anager, 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. Gou may choose to set up your own consultancy or specialist agency. Alternatively, you have the option to work freelance.

.nnual inco!e
As an Assistant Brand "anager you will usually be earning between '( ,!)) and '* ,!)) a year, whilst those with three years' or more e%perience can be looking at '*<,))) and =!,))). ;p to '!),))) or more can be earned if you're a &enior Brand "anager, plus many companies offer annual bonuses based on your performance.