Working as a brand manager

Branding is a must-have for any organisation wanting to succeed in the market. A brand manager can work in any industry: automotive, beauty, lifestyle, FMCG, healthcare and retail just to name a few.

As a company launches more and more successful brands to cater to the needs of different market segments, it is no longer effective to have just one marketer manage all the brands in the company. Different sets of consumers require different marketing, branding and retail strategies – and that in turn leads to a demand for brand managers.

The importance of a brand manager

Brand managers are the “gate keepers” of a brand portfolio under their care. Their job is to grow, nurture and sustain the brands that they manage.

Traditionally, branding was established mainly through advertising and consumer experience, and usually over a long period of time.

Now, a brand can be quickly differentiated from its competitors within a short time span by brand managers who possess strong analytical capability and marketing knowledge in formulating powerful brand messages and strategies.

Job responsibilities of a brand manager

As a brand manager, you will need to:

• monitor market trends and oversee advertising and marketing activities to ensure the right message is delivered for your product or service

A brand can be quickly differentiated from its competitors within a short time span by brand managers who possess strong analytical capability and marketing knowledge in formulating powerful brand messages and strategies.

• work closely with product developers, researchers, marketing personnel and creative agencies to make sure your brand guidelines are adhered to
• work evenings or weekends occasionally to meet deadlines, attend product launches, conferences and exhibitions
• travel overseas if you’re working on an international brand

Skills needed to be a brand manager

To be a good brand manager, you need to have:

• excellent verbal and writing skills
• enthusiasm for your products
• innovative ideas on promoting your product
• good analytical skills to ensure good ROI for your marketing efforts
• project management skills

Your career path

There are no set entry routes for brand managers. A majority do have degrees before starting in a junior marketing role; for example marketing assistant or executive.

After about three to five years, junior brand managers may be promoted to a more senior role such as brand manager, possibly overseeing a group of brands or even the company brand.

With further experience, brand managers can move towards consultancy work or set up their own specialist agency.