Main Responsibilities and Required Skills for Brand Manager
A Brand Manager is responsible for recommending and executing brands strategy and action plans. They measure, analyze, and report the performance of brand events, campaigns, and activities. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Brand Managers.
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Main Responsibilities of Brand Manager
The following list describes the typical responsibilities of a Brand Manager:
Achieve
Achieve individual development plan.
Aide
Aide in sell-in of innovation with customer teams to drive innovation success.
Align
Align strategy with all key stakeholders, including suppliers.
Allocate
Allocate and execute in country brand budget.
Analyze
Analyze and evaluate both existing and potential social media activities and strategies.
Analyze business results to ensure strategies are effective and objectives are being attained.
Analyze economic business case for new products / programs.
Analyze insight led research and databases to identify key trends, opportunity areas.
Analyze performance of all brand initiative and report on set KPIs.
Analyze the metrics and results.
Apply
Apply powerful insights (Customer, Shopper, Consumer) to create competitive advantage.
Assess
Assess and prioritize opportunities via opportunity sizing and gross margin.
Assist in
Assist and provides support to operations for local store marketing activities.
Assist in developing effective media campaigns and choosing appropriate distribution channels.
Assist in development of owned content, such as, brand website, social, blogs, etc..
Assist in the creation of retail specific programs.
Assist team on qualitative and quantitative research projects.
Assist with campaign planning, Launch / PR Events, Media Partnerships or experiential activations.
Assist with proof-reading as and when required.
Attend
Attend all initial walk-throughs with new clients and franchisees / subcontractors.
Attend conventions, conferences, and trade shows as needed.
Build
Build and activate differentiated brand positioning consistently across all consumer touch points.
Build bridges, not walls across functions / departments to help the brand succeed.
Build digital capabilities locally.
Check
Check out our current job openings.
Coach
Coach the team and get the best from everyone.
Collaborate
Collaborate well within a cross cultural / cross functional teams.
Collaborate with Category Team / Sales to develop strategic launch plans.
Collaborate with Commercial operations.
Collaborate with local marketing and sales.
Collate
Collate and analyse campaign data and feedback to help shape both the future plans and game content.
Communicate
Communicate with teammates and collaborate to make informed decisions based on data.
Conduct
Conduct analysis of business results / trend and recommends appropriate course of action.
Conduct monthly inspections of client accounts.
Contribute
Contribute to planning and delivery of exciting events e.g. Fashion Week.
Contribute to product positioning and key consumer messaging leveraging rich insights.
Contribute with input to global brand strategy.
Coordinate
Coordinate brand presence at key congresses and meetings.
Coordinate conference activities with the different teams, show organizers and suppliers.
Coordinate new product launches.
Create
Create a playbook based on best practices for licensee partners.
Create sales assets and tools to support customer acquisition, conversion, and retention.
Create strategy, messaging and content to support employment brand goals.
Define
Define specific measurable goals for the brand as part of the process.
Deliver
Deliver annual marketing plans with key categories for Kimberly-Clark at Walmart.
Demonstrate
Demonstrate effective performance management.
Develop
Develop 1-page presentations with key selling features and benefits to support tender efforts.
Develop all promotional activities.
Develop and build white space opportunities that align with portfolio strategy.
Develop and evolve a 3-year e-commerce roadmap to support accelerated growth for the brand.
Develop and evolves brand foundations.
Develop and execute individual development plan to enhance performance on the job.
Develop and implements proposals and communication pieces supporting the brand.
Develop and manage driver-based business forecast modelling.
Develop brand DA, promotional slides, publication if needed and internal training materials.
Develop concepts and ensure prototypes are set for the annual board of Directors innovation review.
Develop content that fits with brand image and communication objectives.
Develop email strategies, making use of CRM to drive sales and monitor performance.
Develop financial business case and prove scalability of new platforms or services.
Develop key materials for field sales.
Develop marketing mix & POA with innovation.
Develop promotional strategies to drive sales via customer acquisition.
Develop strong relationships with Spin Master GBU's (global brand teams).
Devise
Devise broad and retail market strategy to drive product growth.
Direct
Direct daily marketing activities and develop procedural guidelines.
Draw
Draw on consumer insights and related competitive information for new product development.
Drive
Drive agency partnership and build collaboration across teams.
Drive retail performance through disciplined business management for brands.
Drive strategy, ideation, and development of social content across current and upcoming platforms.
Drive the brand engagement on your Social Media handles via authentic content.
Elevate
Elevate the visual identity of Dame's brand through compelling creative design.
Ensure
Ensure approvals are secured, including legal , compliance , and of our people.
Ensure high integrity and accuracy of forecasts.
Ensure the launch of new product is successful.
Ensure the use of various communication channels used to promote the brand.
Establish
Establish productive plans for novel ideas -.
Evaluate
Evaluate activities and advice on actions or improvements in future.
Execute
Execute below the line and above the line promotional programs.
Execute brand strategies to market needs.
Execute on green-lit projects.
Execute promotional campaigns professionally and efficiently.
Explore
Explore opportunities for cross - sell between EP and in-line products (w / CBL and FF).
Find
Find gaps and opportunities proactively to drive the brand in key geographies.
Forecast
Forecast and track portfolio performance (sales and supply both in-market and to-market).
Growth
Growth acquisition and data / results analysis.
Guide
Guide the development of business and content plans.
Help
Help drive strategic brand planning.
Help prepare for key customer meetings to share key innovation.
Help the Senior Brand Managers in executing marketing plans.
Hold
Hold direct reports accountable and ensures outcomes are achieved.
Identify
Identify a pipeline of fresh business building ideas that drive incremental growth for our portfolio.
Identify authentic skate, streetwear and creative trends.
Identify key competitor and consumer trends.
Identify new local growth opportunities expanding on existing Where to Play and How to Win choices.
Identify sound design approaches to research based on the hypotheses and situational constraints.
Identify the brand solution strategy in reaction to KPIs and research.
Implement
Implement innovative communication to generate relevancy among target consumers.
Implement the marketing strategy.
Initiate
Initiate, develop & execute plans based on marketing strategies to achieve marketing objectives.
Input
Input to the country OP plan.
Keep up to
Keep up to date with products and competitors.
Lead
Lead agency relationships for communications and package design.
Lead agency relationships for tactical executions.
Lead all Digital projects and content development in collaboration with the Digital Team.
Lead and make brands strategy and action plan.
Lead as digital / e-commerce guide within Marketing team developing a test & learn agenda.
Lead consumer insights, pre campaign, launch stage and post facto.
Lead cross functional team through development of new initiatives.
Lead design process including messaging and artwork design.
Lead discussions during management presentations with business unit President.
Lead key strategic cross-functional work streams.
Lead new product initiatives through the Stage Gate Process.
Lead strategic and regional brand planning.
Lead the development and execution of sales strategies.
Lead the execution of Clorox Professional trade shows.
Lead the new product development process with direction from the Brand Manager.
Lead to develop brand plan & management & cross-functional leadership.
Liaise with
Liaise with our licensing team as needed.
Make
Make connections between our Social Media accounts and current and potential customers.
Manage
Manage 360 operational projects (campaigns, activations, partnerships.).
Manage all aspects of developing & editing engaging content.
Manage and coach a marketing team focused on driving category and brand results within key markets.
Manage and develop Assistant Brand Manager (USA).
Manage and develops the Equity team, including coaching and developing direct reports.
Manage and lead content creation across key touch points and moments.
Manage and optimize communication across internal team.
Manage annual brand marketing budgets.
Manage budget and timelines, ensuring all milestones are met.
Manage, coach and develop direct report(s).
Manage Creative Development.
Manage day-to-day eCommerce operations for digital properties.
Manage external partners (e.g. design agency).
Manage HCP advertising and promotional spend.
Manage media buying & other media partnerships.
Manage OME (other marketing expense) budgets, allocated for T&E (Travel and Entertainment).
Manage our Foodservice category media buy and calendar.
Manage promotional materials to establish product branding and messaging.
Manage social media campaigns and day-to-day channel and account activities.
Manage the commercialization of new innovation launches.
Manage the development and delivery of the brand s annual marketing / financial plan.
Manage the operating budget versus realization in order to ensure effectiveness of budgeted expenses.
Manage vendor relationships.
Measure
Measure, analyze, and report measurable impact of all brand events, campaigns, and activities.
Measure performance of media plans and proactively recommend action to continuously improve ROI.
Measure ROI and readjust as necessary.
Monitor
Monitor marketing and marketing activities to ensure consistency and product line strategies.
Monitor the performance of brand activations with respect to lead generation, where applicable.
Motivate
Motivate and challenge sales force as to achieve top performance.
Operate
Operate with a sense of urgency.
Optimize
Optimize customer synergies to develop brand / market advocates.
Oversee
Oversee and manage P&L to deliver brand financial goals.
Oversee marketing campaign execution from start to finish.
Oversee strategy, ideation, and development of social content across current and upcoming platforms.
Oversee the identification of key segment business drivers, priorities and growth opportunities.
Own
Own all elements related to digital / website marketing alignment and coordinate with social lead.
Own brand positioning, USPs, pricing and GTM strategies for all future products in the category.
Own budget management / reporting and ongoing process improvement for assigned Customer Area.
Own the long-range vision and plans for the brand.
Own the budget and returns of the campaigns.
Participate
Participate cross-functionally in the NPI development pipeline and process.
Perform
Perform all other duties assigned by the Director of eCommerce.
Perform other marketing related duties as needed.
Perform other related duties and responsibilities as assigned or required.
Plan
Plan posts according to social media calendar for the brand.
Prepare
Prepare Marketing insights & presentations for POA / Reviews and other important meetings.
Prepare promotion sell-out volume.
Produce
Produce reports for management (e.g. dashboards).
Promote
Promote a work environment that fosters creative thinking, innovation and rational risk taking.
Provide
Provide direction to develop Product Specialist.
Provide key input to launch activation plans.
Provide reports, feedback and manage communications to appropriate Zoetis senior management.
Provide strategic thought leadership about digital commerce to the customer.
Purpose
Purpose of the Brand Manager role.
Receive
Receive consumer feedback and generate ideas to increase consumer engagement.
Recommend
Recommend and execute brands strategy and action plan.
Research
Research new listings of CPG skus and determine estimated sales and profitability.
Retailer
Retailer engagement, planning and alignment to maximise DTC channel.
Run
Run post-mortems on campaigns and ensure knowledge sharing and learnings improve future.
Select
Select and curate social media posts.
Set
Set growth targets and plans to achieve targets.
Set strategy for Stio's organic social media to meet growth and engagement goals.
Set vision & define clear roles across branded portfolio.
Support
Support appropriate market research to understand customer needs and trends in the market.
Support Brand Manager and Distell administration related to demand planning.
Support Brand Manager with strategic development.
Support colleagues in the affiliate to develop and implement the product strategy and tactics.
Support delivery of in-country P&L for brand.
Support the Brand Manager in the development of national marketing plans.
Support the design and implementation of strategic business / innovation projects.
Support the Marketing Director in overall P&L management for the Brand.
Take
Take responsibility for overall brand health and client happiness.
Take risks, fail fast and learn from past failures.
Track
Track and report key business and consumer KPI's.
Translate
Translate Brand strategy into specific tactics, and thereby driving results.
Understand
Understand different geographies to position a brand, project, innovation around the globe.
Understand market research design and implications for the therapeutic area.
Use
Use sales and trade knowledge in developing and implementing marketing programs.
Use your merchandising mind and keep on top of good selling stock.
Work with
Work alongside the Brand Director to develop the brand marketing strategy and plans.
Work in close cooperation with the team in the design of the channel / customer plans.
Work in coordination with Brand & Acct managers to promote restaurants and specials.
Work in partnership with the global social media team to plan content for the social calendar.
Work with agencies, media teams and Third Parties.
Work with Consumer Insights and Brand teams to develop and deploy targeting best practices.
Work with E-Commerce team to ensure go-to-market strategy is being followed and executed.
Work with functional teams to develop annual sales volume and profit forecast, pricing and expense.
Work with GSCPM to optimize brand forecasts and reduce obsolescence.
Work with local Marketing agencies.
Work with multi-disciplinary teams to identify.
Work with Product Development to design and develop products in assigned categories.
Work with Sales Planning to implement programs.
Work with suppliers to develop and roll out standards of performance for assigned brands by channel.
Most In-demand Hard Skills
The following list describes the most required technical skills of a Brand Manager:
Business
MS Excel
MS Powerpoint
MS Word
Brand Marketing
Advertising
Entertainment
Digital Marketing
Data Analysis
Consumer
CPG
Business Administration
Communications
Customer
Management
Continuous Sitting For Prolonged Periods
Business Acumen
FMCG
Media
Cross Functional Teams
MS Office
Strategic And Analytical
Draw Actionable Conclusions From Multiple Data Sources
Managing Through Adversity
Consumer Packaged Goods Company
Leading Diverse
Market
Brand
Budget Management
Finance
Keyboard Use
Product Development
TOY
Competitor Insight
Fashion
Full P&L Management
Business Savvy
Communications Development
Complicated Projects
Most In-demand Soft Skills
The following list describes the most required soft skills of a Brand Manager:
Written and oral communication skills
Analytical ability
Interpersonal skills
Leadership
Organizational capacity
Creative
Presentation
Problem-solving attitude
Team player
Collaborative
Attention to detail
Proactive
Self-starter
Curious
Innovative
Embrace new ideas
Ambiguity
Flexible
Financial acumen
Resilient
Entrepreneurial mindset
Results-oriented
Strategic
Organized
Innovation
Multi-task
Influence
Bilingualism
Can-do attitude
Decision-making
