Home / Career Guides / Brand Manager

Brand Manager Career Guide

What is a brand manager?

A brand manager is a professional entrusted with the responsibility to supervise the image and perception of a product or service within a company, ensuring it resonates with current and potential customers. They are the stewards of the brand, overseeing all aspects related to it, from developing brand strategies and marketing plans to steering market research efforts that inform product development and positioning.

This role is vital to an organization as they help shape the public perception of the brand, build customer loyalty, and drive business growth. They are tasked with understanding what makes the company’s goods or services unique and communicating this effectively to the target audience. By maintaining a strong brand, an organization can differentiate itself in the marketplace, leading to increased market share, customer loyalty, and long-term profitability.

Duties and responsibilities

A brand manager carries out a variety of functions aimed at positioning, maintaining, and enhancing a brand within the marketplace. They are often tasked with developing and implementing strategies, including creating brand guidelines that provide a consistent voice and image for the company. These managers also conduct market research to understand customer opinions, monitor market trends, and identify growth opportunities.

They collaborate with different teams – from product development to marketing and sales – to ensure a seamless brand experience across all consumer touchpoints. The role involves overseeing marketing campaigns, evaluating the success of different marketing initiatives, and making necessary adjustments to maximize their impact. They may also be responsible for managing budgets and achieving brand performance and profitability targets.

Work environment

The work environment for a brand manager largely depends on the industry and the organization’s size. They generally work in an office setting, although remote work is increasingly common. This role is often found in sectors where products or services are marketed to consumers or other businesses, such as consumer goods, technology, pharmaceuticals, and advertising.

These professionals typically work collaboratively, interacting with various departments such as marketing, sales, product development, and customer service. Their work can be fast-paced and dynamic, with the need to juggle multiple projects and deadlines. It also requires creativity, analytical thinking, and excellent communication skills.

Typical work hours

Brand managers typically work full-time hours, usually Monday through Friday. The nature of this role necessitates occasional travel for market research, meetings with partners, and industry events and may require additional hours, particularly during critical product launches. Flexibility is an essential aspect of this role, as they need to respond swiftly to market changes or brand-related crises to maintain the brand’s image and reputation.

How to become a brand manager

To become a brand manager, you will need a combination of education, training, and experience. In this career guide section, we cover the steps you’ll need to take to achieve your goal:

Step 1: Obtain a bachelor’s degree

A brand management career typically requires a bachelor’s degree in marketing, business, or a related field. These programs will help you develop a solid understanding of marketing principles, consumer behavior, and business strategy. Coursework may include marketing research, advertising, public relations, and product development.

Step 2: Take online courses

Once you’ve received your degree, it’s essential to continue learning about brand management. There are many resources available to help you continue your education.

Step 3: Gain professional experience

Hands-on experience is crucial for aspiring brand managers. Seek internships or entry-level marketing, advertising, or public relations positions to gain practical knowledge and develop your skills. As you gain experience, take on additional responsibilities and seek opportunities to work on brand management projects within your organization or as a freelancer.

Step 4: Develop a robust skill set

Successful managers possess various skills, including excellent communication, analytical thinking, and creative problem-solving abilities. These skills can be refined and enhanced through on-the-job experience, professional development courses, or workshops. Also, familiarize yourself with industry-specific tools and software, such as project management systems, analytics platforms, and design programs.

Step 5: Pursue a master’s degree or professional certification (optional)

While not typically required, obtaining a master’s degree or professional certification can help you advance your career. A master of business administration (MBA) with a concentration in marketing or a related field can provide additional training and expand your network. Alternatively, consider pursuing certification through a professional organization, such as the American Marketing Association’s Professional Certified Marketer (PCM) program.

Step 6: Network and build your personal brand

Networking is essential in the field of brand management. Develop a strong personal brand by creating a professional online presence, including a LinkedIn profile, personal website, and social media accounts showcasing your expertise and accomplishments. Attend industry events, join professional organizations, and participate in online forums to connect with fellow professionals and potential employers.

Step 7: Apply for jobs

With a solid marketing foundation, relevant experience, and a relevant skill set, you’re ready to apply for brand manager positions. Tailor your resume and cover letter to highlight your brand management experience and accomplishments, and be prepared to discuss specific examples of your work during interviews.

How much do brand managers make?

Brand manager salaries can vary widely depending on several factors. Firstly, the level of experience significantly impacts their salary. Those with several years of experience or a proven track record of success in managing and growing brands can expect to earn more than those just starting in their careers.

The industry also plays a significant role in determining compensation. For instance, positions in technology, consumer goods, and pharmaceuticals often command higher salaries.

Education can also influence their compensation. While a bachelor’s degree is typically required for this role, those with a master’s degree, particularly an MBA focusing on marketing, may have a higher earning potential.

Geography is another important factor. Managers in major metropolitan areas where many large companies have their headquarters tend to earn more than those in smaller cities or more rural areas. This is often due to the higher cost of living and higher concentration of businesses in these areas.

Finally, the size of the company can also have an impact. Larger companies often have bigger budgets for marketing and branding, allowing them to pay their managers more.

Highest paying industries

  • Pharmaceutical- $126,350
  • Technology – $124,900
  • Financial Services – $122,500
  • Consumer Goods – $120,600
  • Retail – $120,500

Highest paying states

  • New Jersey – $134,500
  • New York – $133,700
  • Virginia – $130,200
  • California – $130,000
  • Washington – $129,700

Browse brand manager salary data by market

Types of brand managers

Specializations can vary greatly depending on the industry, the size of the brand, and the specific marketing needs. In this section of the career guide, we will explore the different types of brand managers: 

Product brand manager

Product brand managers oversee the image and reputation of a specific product within a brand’s portfolio. They’re responsible for understanding the market, consumer behavior, and competition related to the product and developing marketing strategies to boost its visibility, reputation, and sales.

Corporate brand manager

These professionals focus on the overall brand of a company rather than individual products or services. They are responsible for managing the company’s reputation, shaping its public image, and ensuring all marketing efforts align with its mission and values.

Digital brand manager

Digital brand managers specialize in managing a brand’s presence on digital platforms, such as social media, websites, and email marketing. They monitor online trends, engage with the online community, manage digital marketing campaigns, and use analytics to measure their effectiveness.

Regional brand manager

This specialty oversees a brand’s performance and reputation in a specific geographical area. They adapt global brand strategies to local markets, taking into account cultural differences, consumer preferences, and regional trends.

Luxury brand manager

Luxury brand managers work specifically with high-end luxury brands to understand the nuances of marketing to affluent and discerning consumers and manage the brand’s image to maintain its exclusivity, desirability, and premium status.

Retail brand manager

Retail brand managers manage the branding of retail stores or chains to ensure that the physical stores, online presence, and marketing efforts consistently reflect the brand’s image and attract the target customer. They also oversee in-store promotions and visual merchandising.

Top skills for brand managers

To thrive in this role, brand managers need to be creative, have excellent communication skills, possess a strong understanding of marketing strategies, demonstrate project management abilities, and exhibit analytical thinking.

Creativity is paramount to developing unique marketing strategies for success in a saturated market. The ability to envision and execute innovative campaigns, design compelling packaging, and produce engaging content is critical. A creative manager can turn an ordinary product or service into a must-have for consumers, driving brand growth and market share.

Excellent communication skills are essential to articulate the brand’s vision, goals, and strategies to various stakeholders, including employees, executives, and external partners. They also need to manage public communications to ensure the brand maintains a positive public image. Strong communicators can effectively inspire and motivate teams, enabling the seamless execution of brand strategies.

Understanding marketing strategies is a key skill to work with various marketing channels, both traditional and digital, and know how to leverage them to reach target audiences effectively. They should be capable of developing marketing plans that align with the overall brand strategy and have the potential to increase brand visibility and loyalty.

Project management abilities are also crucial to juggle multiple projects simultaneously, each with its own deadlines, budgets, and objectives. This involves coordinating with different departments and external agencies, managing resources, and monitoring progress. Strong project management skills ensure that all brand initiatives are executed on time and within budget.

Lastly, analytical thinking is vital. An analytical manager can adapt quickly to changes in the market and continuously optimize their brand’s performance. They must be able to gather and interpret data on market trends, customer behavior, and campaign performance to make informed decisions about future brand strategies. This requires proficiency in various analytics tools and translating data into actionable insights.

Brand manager career path

Aspiring brand managers often start their careers in entry-level marketing roles such as marketing assistant or coordinator. These roles provide a foundational understanding of the market, consumer behavior, and the principles of marketing strategy.

With a few years of experience and a demonstrated understanding of marketing principles, you can move into a role as a brand assistant or associate. In these roles, you’ll get hands-on experience with tasks related to brand management, such as market research, brand positioning, and campaign development.

The next likely step is advancement to a brand manager position, where you’ll have more responsibility, overseeing brand strategy, managing marketing campaigns, and working to improve brand recognition and reputation. You’ll also be expected to coordinate with other departments, such as sales, public relations, and product development.

Further progression in this career path can lead to roles like senior brand manager or brand director, where you’ll oversee larger teams and handle multiple brands or major brands within a company. These roles involve strategic decision-making, budget management, and more complex marketing initiatives.

The pinnacle of this career path could be a chief marketing officer (CMO) position, which involves overseeing all marketing efforts within a company and setting the overall marketing strategy. Alternatively, you could leverage your branding expertise into a consulting role, advising different companies on their branding strategies.

As consumer behaviors continue to evolve with digital trends, this role is transforming too. One major trend is the increased focus on digital branding. With the rise of social media, e-commerce, and digital advertising, these professionals are now required to strategize and execute digital campaigns, manage online communities, and monitor online brand reputation.

Another significant trend is the shift toward a more customer-centric approach in brand management. This means managers are investing more in understanding customer needs, preferences, and behaviors to create more personalized and meaningful brand experiences.

In addition, there is also a growing emphasis on data-driven decision-making in brand management. As such, professionals in this role are increasingly leveraging data analytics to gain insights into market trends, consumer behavior, and campaign performance.

Employment projections for brand managers

Brand managers fall under the broader category of “Advertising, Promotions, and Marketing Managers” according to the U.S. Bureau of Labor Statistics (BLS). The BLS projects that employment in this field will grow 10 percent through 2031, about as fast as the average for all occupations. Advertising, promotional, and marketing campaigns are expected to continue to be essential as organizations seek to maintain and expand their market share. Businesses increasingly recognize the value of enhancing brand awareness among consumers, which will continue to drive demand for brand managers.

Brand manager career tips

Understand your audience

Your role revolves around connecting with your target audience, which requires understanding their needs and desires and how your brand can meet them. Conduct regular market research to stay updated on your audience’s shifting preferences.

Stay in tune with market trends

The market is dynamic, with consumer preferences and trends constantly evolving. In this position, it’s crucial that you stay on top of these trends and adapt your brand strategy accordingly to ensure that your brand remains relevant and resonates with your target audience.

Nurture creativity

Creativity is an essential part of the job. From developing innovative marketing campaigns to finding unique ways to engage with your audience, creativity will help your brand stand out in a crowded market. Encourage a culture of creativity within your team and be open to fresh ideas and perspectives.

Build a professional network

Professional networking is vital for staying informed about industry trends, gaining new ideas, and creating potential partnerships. Consider joining professional associations related to brand management, such as:

  • Association of National Advertisers (ANA)
  • American Marketing Association (AMA)
  • The CMO Club

Leverage data

Data-driven decision-making is key in brand management. Use data to understand consumer behavior, measure campaign success, and guide your branding strategies. Familiarize yourself with data analytics tools and techniques relevant to your industry.

Implement continuous learning

The field of brand management is constantly evolving, making continuous learning a must. Stay updated on new marketing strategies, technologies, and best practices. Areas of focus could include:

  • Social media marketing
  • Content marketing strategies
  • SEO techniques
  • Data analytics

Protect your brand

Brand reputation is critical. Develop strategies to protect your brand’s image, handle potential crises, and manage public relations. This involves monitoring mentions, responding to customer complaints, and maintaining consistent messaging across all platforms.

Collaborate effectively

Brand management is a collaborative effort involving various departments within your organization. Cultivate strong working relationships and foster a culture of collaboration. Your ability to work effectively with others will significantly influence the success of your brand.

Where the brand manager jobs are

Top companies

  • Procter & Gamble
  • Unilever
  • Coca-Cola
  • PepsiCo
  • L’Oréal

Top states

  • California
  • New York
  • Illinois
  • Texas
  • New Jersey

Top job sites

  • zengig
  • LinkedIn
  • Indeed
  • SimplyHired
  • Monster


What skills are important for a brand manager?

These managers should possess a mix of creative and analytical skills. They need a deep understanding of marketing principles, market research, and consumer behavior to develop effective brand strategies. Strong creative skills are also essential for creating compelling brand messages and campaigns. Additionally, they should have excellent communication skills, as they often liaise with various stakeholders, including marketing teams, senior management, and external agencies. Proficiency in digital marketing, social media, and data analysis tools is also beneficial.

What are the typical responsibilities of a brand manager?

Their responsibilities typically include developing and implementing brand strategies, managing marketing campaigns, conducting market research, and tracking brand performance. They work to position the brand in the market, target the right audience, and create a consistent brand image across all channels. They also analyze market trends, competitor activities, and consumer behavior to inform their strategies. They might oversee budgets, coordinate with creative agencies, and report on brand performance to senior management.

How does a brand manager contribute to a company’s success?

They contribute to a company’s success by building a strong, recognizable brand that resonates with consumers. By developing effective brand strategies, they help attract and retain customers, increase market share, and drive sales. They also monitor market trends and consumer behavior to ensure the brand stays relevant and competitive. In addition, by analyzing brand performance data, they can identify areas for improvement and make data-driven decisions that enhance the brand’s impact.

What is the role of a brand manager in product launches?

In product launches, they play a crucial role in ensuring the product aligns with the brand image and meets consumer expectations. They coordinate with product development and marketing teams to create a launch strategy that includes branding, pricing, packaging, and promotion. They also oversee the creation of marketing materials, manage launch events, and monitor post-launch performance to assess the effectiveness of the launch strategy.

What challenges does a brand manager typically face?

Common challenges include maintaining brand consistency across different channels, staying ahead of market trends, and dealing with competitive pressure. They may also have difficulty measuring the impact of branding efforts, managing budgets, and aligning brand strategies with business objectives. Additionally, they must navigate the complexities of digital marketing and social media and manage relationships with external agencies and various internal stakeholders.

How does a brand manager use data in their role?

Data plays a vital role in their job. They use data to understand market trends, consumer behavior, and competitor activities. They also analyze data to measure the effectiveness of marketing campaigns, track brand performance, and make informed decisions. Tools like Google Analytics, social media analytics, and customer relationship management (CRM) systems are often used for these purposes.

What is the role of a brand manager in crisis management?

In crisis management, they protect the brand’s image and maintains customer trust. They develop and implement crisis communication strategies, which may involve issuing public statements, managing social media responses, and coordinating with other departments. They also monitor public sentiment and media coverage to assess the impact of the crisis on the brand. After the crisis, they evaluate the effectiveness of the crisis management strategy and make necessary adjustments.

How do brand managers work with creative agencies?

These managers often collaborate with creative agencies to develop marketing materials, such as advertisements, websites, and promotional content. They provide the agencies with brand guidelines and project briefs, review their work, and provide feedback. They also coordinate with the agencies on timelines, budgets, and deliverables.

What role does a brand manager play in customer engagement?

Playing a significant role in customer engagement, they develop strategies to engage customers through various channels, such as social media, email marketing, and events. They work to create a consistent brand experience that encourages customer interaction and loyalty. This can involve overseeing the creation of engaging content, managing customer feedback and reviews, and analyzing customer behavior to understand what resonates with them. They also collaborate with customer service and sales teams to ensure a cohesive brand experience throughout the customer journey.

How do brand managers collaborate with other departments?

Managers in this role collaborate with various departments to ensure a cohesive brand experience across all touchpoints. They work with marketing teams to develop and implement marketing campaigns, with product development teams to ensure products align with the brand, and with sales teams to equip them with the necessary brand knowledge and materials. They also liaise with customer service teams to ensure customer interactions reflect the brand values and with senior management to align brand strategies with business objectives.