Main Responsibilities and Required Skills for Associate Brand Manager
An Associate Brand Manager is a professional who assists the Brand Manager in developing brand strategies. They Develop, implement and measure marketing communications programs and promotional brand activities. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Associate Brand Managers.
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Main Responsibilities of Associate Brand Manager
The following list describes the typical responsibilities of an Associate Brand Manager:
Advance
Advance consumer insights and brand strategy through innovation, renovation and communication.
Analyze
Analyze insight led research and databases to identify key trends, opportunity areas.
Anticipate
Anticipate future business needs and proactively gain alignment with cross functional partners.
Assess
Assess and refine results of sales and marketing efforts against brand's objectives and KPIs.
Assist in
Assist in the creation of retail specific programs.
Assist in the development of short- and medium-term brand strategies for the business.
Assist in the management of Search, Social, and CRM marketing plans.
Assist with developing annual marketing plans.
Build
Build collaborative relationships with Sales, Finance, and Operations.
Build the brand in the market place through execution of promotions and promotional activity.
Carry out
Carry out market research that align with not only consumer trends but Aurora's business model.
Champion
Champion innovation rituals and routines and ensure vision is clear and work is on strategy.
Collaborate with
Collaborate across categories, to identify and proactively drive efficient brand building.
Collaborate with Category & Sales to develop strategic customer partnerships.
Collaborate with Customer & Channel Development to create supporting sales tools.
Collaborate with full cross-functional to take innovation ideas from concepts to reality.
Collaborate with internal and external stakeholders to achieve objectives.
Collaborate with key partners to achieve business objectives.
Collaborate with key partners to overcome challenge and achieve marketing objectives.
Collaborate with Strategy & Development on major innovation / renovation.
Collaborate with the design team to ensure innovations are supported by robust go to market plans.
Communicate
Communicate and align local marketing and sales teams to action the marketing programs.
Communicate candidly - strong verbal, written and presentation skills.
Communicate project status, issues, and opportunities to the broader organization.
Complete
Complete performance self-assessment and growth plan.
Conduct
Conduct analysis of business results / trend and recommend appropriate course of action.
Consult
Consult and impact on key national launches for BPC adapting and modifying for the channel.
Contribute to
Contribute to all annual strategic marketing planning activities.
Contribute to product positioning and key consumer messaging leveraging rich insights.
Contribute to Strategic brand plan by providing appropriate customer and patient insights.
Contribute to the growth of the family of brands.
Coordinate with
Coordinate activities of functional areas, advertising agency and suppliers.
Coordinate and drive sharing best practice across regions and affiliates.
Coordinate with any external resources as needed (agencies, freelance, partnerships, etc).
Coordinate with marketing agency the development of promotional tools for new product launches.
Create
Create amazing, disruptive innovations.
Create and execute comprehensive marketing activation plans.
Create and manage critical paths for all marketing and design programs and promotions.
Create a playbook based on best practices for licensee partners.
Create compelling selling tools to aid the field with securing retailer support of key promotions.
Create direction for cross-functional.
Create global communication assets with a focus on the target consumer.
Create segment and account-specific marketing programs to drive demand.
Define
Define pipeline of next generation products that will generate growth.
Deliver
Deliver annual marketing plans with key categories for Kimberly-Clark at Walmart.
Design
Design advertising campaigns for new products / services.
Design and execute advertising and promotion plans.
Develop
Develop a deep understanding of the consumer and leverage consumer insights to drive brand strategy.
Develop, align and lead growth strategy initiatives.
Develop and consistently communicates compelling brand positions and USPs.
Develop and execute creative strategies / big ideas, marketing programs, and corresponding tactics.
Develop and implement distribution, packaging, shelving and merchandising strategies and plans.
Develop and implement marketing programs / tactics to support a business unit.
Develop and implement of consumer plan via customer brand activity from planning to execution.
Develop and implement promotional materials and educational programs.
Develop and manage Brand equity (language, vision, strategy).
Develop consumer programs and in-store partnerships with customer teams at launch.
Develop creative briefs for agencies and cooperate with them to develop consumer communication plan.
Develop creative briefs for external stakeholders, including social, creative and media agencies.
Develop, implement and measure tactics / programs as defined in annual marketing plans.
Develop, implement, track and measure the HCP marketing strategy, plan and tactics.
Develop key materials for field sales.
Develop strategies for 2 new products, set objectives and propose budget.
Develop timelines, budgets with ongoing management and reporting.
Drive
Drive agency discussion, owner of feedback to lead agency.
Drive creative solutions and with ability to think out-of-the box.
Drive demand centered insights and jobs theory for brand(s).
Drive the strategy and tactics in line with brand strategy.
Drive partner effectiveness and efficiency year over year.
Drive search marketing excellence through SEO content and paid search strategies.
Ensure
Ensure efficient supply chain management.
Ensure strong brand presence in online and offline channels.
Execute
Execute strategic category and brand learning plan needs.
Exposure
Exposure to the development of brand strategies and commercial programs.
Handle
Handle business forecasts, agency relationships, core segments of the business and key customers.
Help
Help develop multi-year business plan / vision for mid-sized and high growth brand.
Identify
Identify and develop relevant consumer and / or shopper insights.
Identify and mobilize needed resources to accomplish brand / project goals.
Identify customer & channel opportunities with recommendations on actions.
Identify new business opportunities and evaluate potential partnerships.
Identify new marketing opportunities to deliver on the business's growth goals.
Identify opportunities for cost reductions working in partnership with RQI and plant personnel.
Identify opportunities to refine and enhance the tracking process.
Implement
Implement marketing plans and take actions accordingly.
Improve
Improve market (and prescription) share of the brand.
Interface with
Interface with counterparts in the development of digital, social and eCommerce media best practices.
Lead
Lead agency relationships for communications and package design.
Lead agency team & manage relationships for across Communications, PR, and Design.
Lead analysis and reporting of in market business performance vs.
Lead Annual Operating Plan (AOP) for brand and strategic planning process.
Lead brand build analytics (share, HHP, Buy Rate, competition) to drive business objectives.
Lead communication plan to support customer activities.
Lead communication strategy.
Lead cross functional teams to deliver projects on time and on-budget.
Lead development and delivery of customer facing presentations.
Lead development and execution of the Annual Operating Plan for respective brands & categories.
Lead development of brand inputs to monthly S&OP process.
Lead development of shopper plan.
Lead development of whitespace breakthrough innovation opportunities based on consumer insights.
Lead initiatives and launch new products within the Campbell commercialization process.
Lead initiatives to launch new products and product improvements within stage gate system.
Lead marketing communications programs and promotional brand activities.
Lead mid and long-term brand and innovation strategy.
Lead or co-lead the planning process for specific brand (s).
Lead POS / ISV design brief.
Lead special packs and display opportunities for flawless in-store execution.
Lead strategic analysis and build growth roadmap across MFC businesses.
Lead the deployment of Design 4 e-Commerce initiatives for the US.
Lead the development of retail launch plans for Ensure's innovation.
Lead the execution of the Annual Operation Plan for our categories and brands.
Lead the Innovation and New Product Development process for important categories.
Lead the new product development process with direction from the Brand Manager.
Liaise with
Liaise with Global Marketing to leverage global marketing strategies.
Maintain
Maintain an ongoing commitment to learning and personal development to prepare for upward mobility.
Make
Make sure to get external endorsement for the product.
Manage
Manage agency relationships for package design.
Manage and deliver on all lines of the P&L (volume, COGS, A&P).
Manage and implement promotional materials for Field Sales.
Manage A&P spending to ensure spend is within specified budget (s).
Manage commercialization cycle from idea generation to execution.
Manage Creative Development.
Manage entirety of budget (product development, media spend, etc.) for respective brands.
Manage multiple agency partners.
Manage relationship with key partners and lead execution of co-branded programs.
Manage strategy and execution of new products.
Manage tactics that support objectives and strategies for product launches.
Manage the commercialization of new ideas.
Manage the commercialization of new innovation launches.
Measure
Measure ROI and readjust as necessary.
Meet
Meet with marketing teams to review strategic issues and gain understanding of business needs.
Monitor
Monitor and report on budgets and business plans.
Monitor marketing and marketing activities to ensure consistency and product line strategies.
Monitor product distribution and consumer reaction.
Oversee
Oversee and manage P&L to deliver brand financial goals.
Oversee both industry and public facing trade shows from planning to execution.
Own
Own creative brief for external stakeholders.
Own end to end business processes with cross functional partners.
Own measurement and analysis of key brand initiatives including consumer promotions and website.
Own the budget and returns of the campaigns.
Partner
Partner with Finance on managing FIJI's US marketing budget.
Perform
Perform other duties as required.
Perform other related duties and responsibilities as assigned or required.
Perform promotion and pricing analyses and make recommendations to the Brand Manager.
Practice
Practice and promote safe work habits and operations of company equipment.
Prepare
Prepare all marketing collateral, brochures, literature, packaging copy, and sales materials.
Prepare input for incremental opportunities.
Prepare promotion sell-out volume.
Present
Present internally and externally on our category and brand initiatives.
Present new product launches to internal sales team and external partners.
Provide
Provide consumer, category, and competitive insights and co-develop targeted selling propositions.
Provide field sales the tools and materials they need to achieve sales objectives.
Provide monthly / quarterly dashboard to monitor progress and surface risks and opportunities.
Provide reporting and insights to the commercial team.
Provide Shopper Marketing leadership and key point of contact to Customer.
Provide Shopper Marketing leadership and key point of contact to Customer (s).
Report
Report on the results of advertising campaigns.
Research
Research opportunities for products and develop related product plans.
Respond to
Respond to queries / info needs from marketing teams and other customers.
Review
Review and understand monthly consumption ship share along with the team more senior marketers.
Review positioning of products and suggest improvements.
Solve
Solve consumer pain points.
Steer
Steer development and execution of the Annual Operating Plan for respective categories.
Support
Support brand manager in developing promotional activities.
Support Brand Manager to deliver best in class creative executions.
Support Brand Manager with strategic development.
Support brand positioning and equity building initiatives.
Support category and consumer research by helping to develop research materials and product samples.
Support consumer promotions.
Support continuous improvement initiatives for our categories.
Support Events team for key industry, retail and consumer conferences and shows.
Support future growth opportunities on the company's brand marketing team.
Support new product launch readiness.
Support the brand manager in product launch activities.
Support post-promotion evaluation analysis to optimize future initiatives.
Support Sales team with new business opportunities.
Support test market launch and building plan to scale launch.
Support the Brand Manager on local project execution against the brand strategy.
Support the Brand Manager with reporting requirements for internal and external data needs.
Support the execution of brand launch plans, incl.
Support the implementation of KOL engagement plan activities as designated by Brand Manager.
Support the implementation of those materials across the channel mix.
Support the monthly Sales and Operating Planning process.
Track
Track and analyze budget expenditures.
Track in-market performance and formulate course corrective activity to outwit competition.
Track marketing project expenses and assist in managing the budget.
Translate
Translate shopper insights into channel strategies and actionable plans for our portfolio.
Travel
Travel may also include business travels via aircrafts and motor vehicles to various locations.
Understand
Understand different geographies to position a brand, project, innovation around the globe.
Use
Use business acumen in conjunction with marketing competency to influence and lead projects.
Work with
Work across multi-channels to develop pragmatic solutions for operator partners and distributors.
Work across multi-channels to develop pragmatic solutions for retail partners and consumers.
Work closely with cross-functional team to develop local innovations.
Work closely with Provincial Sales Teams to ensure flawless activation at the local level.
Work cross-functionally in partnership with the Digital team.
Work that matters, fueled by passion for pets.
Work with coordinator to plan congresses.
Work with cross-functional partners to ensure appropriate product supply.
Work with cross-functional team to coordinate product changes.
Work with culinary experts to translate trends to applicable executions for the brand.
Work with customer marketing team to develop presentations and recommendations for key accounts.
Work with internal market research partners to test, then optimize campaigns and creative executions.
Work with outside agencies to execute the plan.
Work with sales team to develop compelling cases for retailer buy in and support.
Work with Sales to drive share growth on categories by providing tools and programming.
Work with the Brand Manager and cross-functional team to develop revenue growth initiatives.
Most In-demand Hard Skills
The following list describes the most required technical skills of an Associate Brand Manager:
Business
Brand Management
Driving Brand
Marketing Plan Development
Situation Assessment
Consumer Packaged Goods
Advertising
CPG
Full P&L Management
IRI
Communications
Communications Development
Cross-Functional Team Management
Interpret Quantitative Data
Trends
Most In-demand Soft Skills
The following list describes the most required soft skills of an Associate Brand Manager:
Written and oral communication skills
Analytical ability
Interpersonal skills
Leadership
Problem-solving attitude
Organizational capacity
Embrace new ideas
Presentation
Creative
Curious
Attention to detail
Influence
Decision-making
Multi-task
Financial acumen
Focus on sustainability
Resilient
Ambiguity
Self-starter
Work independently with little direction
Balanced approach to strategy - can quickly
Design thinking
Drive for results
Handle simultaneous projects and deliver within agreed upon time frames
