Looking for a brand new challenge? Good at selling and projecting a message? Then the role of brand manager could be for you. Here. you'll be tasked with raising the profile of a product or firm through a series of strategies, including marketing and advertising campaigns – with catchy slogans a particularly powerful tool – to ensure your product says all the right things.
Who can I work for?
Multinational companies – such as Procter & Gamble (which invented the brand management role), Kelloggs and Cadbury. But the job is becoming increasingly prevalent in the not-so-big companies as well, as firms wake up to the importance of getting your product placed in the public's imagination.
Where and when can I work?
You'll be office-based, but expect lots of travel to and from meetings and events – and you may even travel overseas if your product is international. Typically, you'll work 9-5 but these could get more anti-social as big deadlines arrive – ie just before and during a big product release.
What can I earn?
The average is around £35K a year, with the really big boys commanding up to £60K and starters expecting between £20-£25K.
What are the benefits?
Profile! A brilliant product launch/relaunch can lead to you being headhunted. Big firms are always on the lookout for infusions of fresh energy and ideas.
Are there chances of promotion?
You can progress to a senior brand manager or even the company brand. There are a limited number of opportunities in self-employment as you look to set up your own consultancy or specialist agency.
What will I be responsible for?
- Creating, enforcing and overseeing marketing strategies to raise brand awareness (or the public profile) of your product or firm.
- Doing your market research to ensure your product is a snug fit between your product and your targeted market.
- Preparing and presenting reports showing trends, projections and relevant brand campaign marketing strategies.
- Brand changes such as product relaunches, rebrands and renaming (famous instances include Opal Fruits to Starburst and Marathon to Snickers) to freshen up what you have to sell with the help of new logos and marketing.
- Expanding and managing new ranges within your existing portfolio.
- Overseeing marketing drives to push new and existing products – such as free giveaways and half-price offers.
- Partnering with staff from different departments across the company – including ad creatives, legal and sales executives and product designers to ensure maximum input.
What qualifications do I need?
Ideally, you'll have a degree or HNC/HND in business studies or marketing. If you haven't got such a degree, all is not lost. The more impressive interviewees can take a professional marketing qualification while working in a more junior post. These include a CIM (Chartered Institute of Marketing), CAM (Communication Advertising and Marketing Education Foundation), ISMM (Institute of Sales and Marketing Management) and IDM (Institute of Direct Marketing). Employers normally give on-the-job training on their products. To progress to a senior brand manager, you'll need to work towards the CIM DipM (Professional Postgraduate Diploma in Marketing).
Do I need any experience?
Yes. Employers will immediately look for extensive business experience on your CV, preferably paid.
What attributes are needed?
You'll have fine analytical acumen and be a good listener and communicator (both verbally and in writing). Meeting deadlines. A win-at-all-costs competitive streak. You'll be able to coax, lead and liaise with other departments within your group and be able to enthuse others. You'll have good project management skills, know your product and your target audience and know what inspires them. You'll be organised, methodical and work well under stress. As important as anything, however, you'll be able to present and project an idea well.