A Brand Manager is responsible for developing and executing strategic marketing plans to build and maintain a strong brand identity, driving consumer engagement and loyalty. This role is vital for shaping the company's public image, increasing market share, and ensuring long-term profitability through effective brand positioning and consistent messaging.
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What is a Brand Manager?
A Brand Manager is a marketing professional who oversees the overall image and perception of a company's product or service in the marketplace. They are tasked with creating and maintaining a cohesive brand strategy that resonates with target audiences, differentiates the brand from competitors, and fosters emotional connections with consumers. This role involves deep market analysis, understanding consumer behavior, and aligning brand initiatives with business objectives to drive growth and brand equity.
What does a Brand Manager do?
A Brand Manager conducts market research to identify trends, consumer needs, and competitive landscapes. They develop comprehensive brand strategies, including positioning, messaging, and visual identity guidelines. Additionally, they oversee marketing campaigns, collaborate with cross-functional teams such as advertising, product development, and sales, and monitor brand performance metrics to optimize efforts and ensure consistency across all touchpoints.
Job Overview
We are seeking a strategic Brand Manager to develop and execute comprehensive brand strategies that drive market growth and brand equity. The ideal candidate will be responsible for managing all aspects of brand positioning, consumer insights, and marketing campaigns to strengthen our market presence and achieve business objectives in the competitive US market.
Brand Manager responsibilities include:
1. Develop and implement annual brand plans and marketing strategies
2. Conduct market research and consumer analysis to identify trends and opportunities
3. Manage brand P&L, budget allocation, and marketing spend optimization
4. Lead cross-functional teams (product development, sales, digital marketing) to ensure brand consistency
5. Oversee development of creative assets, advertising campaigns, and promotional materials
6. Monitor brand performance metrics and KPIs using Nielsen/IRI data and sales reports
7. Manage agency relationships and oversee campaign execution across multiple channels
8. Develop pricing strategies and product portfolio management recommendations
1. Bachelor's degree in Marketing, Business Administration, or related field
2. 5+ years of brand management experience in CPG or related industries
3. Proven track record of developing successful brand strategies and marketing campaigns
4. Strong analytical skills with experience in market research and data analysis
5. Excellent budget management and P&L responsibility experience
6. Demonstrated ability to lead cross-functional teams and agency partnerships
7. Proficiency in marketing analytics tools and Microsoft Office Suite
Preferred Qualifications
1. MBA from accredited US business school
2. Experience with portfolio management of $50M+ brands
3. Background in both traditional and digital marketing channels
4. Experience with brand repositioning or turnaround situations
5. Knowledge of retail customer management (Walmart, Target, Amazon)
6. CPG industry experience with nationally distributed products
7. Experience with innovation pipeline development and product launches
Bonus Skills
1. Certification in Brand Management (PMA, ANA)
2. Bilingual capabilities (Spanish preferred)
3. Experience with marketing automation platforms (HubSpot, Marketo)
4. Strong network of agency contacts and industry relationships
5. Public speaking experience at industry conferences
6. Experience with crisis management and brand protection
7. Expertise in social media marketing and influencer partnerships
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