What Does a Brand Manager Do?
A brand manager is responsible for shaping and maintaining the public perception of a company’s brand. This involves developing brand strategies, managing campaigns, and ensuring that all marketing efforts align with the company’s identity, values, and market positioning. These professionals are the custodians of the brand, guiding its visual, verbal, and experiential elements to build recognition, trust, and loyalty among consumers.
Brand managers work closely with cross-functional teams, including marketing, sales, product development, and design, to ensure cohesive brand messaging. They leverage market research to understand target audiences, track brand performance metrics, and adjust strategies accordingly. Their role combines strategic thinking with creative oversight and data-driven decision-making.
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Brand Manager Core Responsibilities
- Develop and execute comprehensive brand strategies
- Ensure consistent brand messaging across all channels and customer touchpoints
- Oversee the creation and implementation of marketing campaigns
- Analyze market trends, competitor positioning, and consumer insights
- Collaborate with internal teams (marketing, creative, sales, product) to align brand goals
- Monitor brand performance metrics and adjust campaigns accordingly
- Maintain brand guidelines and oversee their use across departments
- Manage agency partners and external vendors involved in branding efforts
- Present brand performance updates to leadership and key stakeholders
Required Skills and Qualifications
Hard skills
- Expertise in brand strategy and marketing campaign development
- Proficiency in marketing analytics and tools like Google Analytics, HubSpot, or Tableau
- Familiarity with creative software (e.g., Adobe Creative Suite)
- Experience in market research, positioning, and consumer segmentation
- Knowledge of digital marketing, content creation, and advertising platforms
Soft skills
- Strong leadership and project management skills
- Excellent verbal and written communication
- Strategic thinking and creative problem-solving
- High attention to detail and brand consistency
- Adaptability in fast-paced, collaborative environments
Educational requirements
- Bachelor’s degree in marketing, communications, business, or a related field required
- Master’s degree in marketing, brand management, or an MBA is preferred for senior roles
Certifications
- Not required, but certifications in digital marketing, brand strategy, or analytics (e.g., AMA PCM®, HubSpot, or Google Marketing certifications) can be advantageous
Preferred Qualifications
- 5+ years of experience in marketing or brand management
- Experience managing brand portfolios or product categories
- Background in both B2B and B2C brand environments
- Familiarity with UX/UI concepts and digital customer journeys
- Experience working with cross-functional or global teams
National Average Salary
Brand manager salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Brand Manager is:
$90,560
Sample Job Description Templates for Brand Managers
Associate Brand Manager
Position Overview
An Associate Brand Manager supports brand strategy execution by managing day-to-day marketing tasks and coordinating with internal teams. This entry- to mid-level role is ideal for marketers with foundational experience looking to grow in brand management.
Brand Manager Responsibilities
- Assist in the development and rollout of marketing campaigns
- Conduct market research and compile consumer insights
- Support cross-functional collaboration across marketing, sales, and product teams
- Track and report on campaign metrics and performance
- Ensure brand guidelines are followed across all materials
Brand Manager Requirements
Hard skills
- Strong grasp of marketing principles and brand positioning
- Familiarity with Google Analytics, CRM, and project management tools
Soft skills
- Detail-oriented and organized
- Strong written and verbal communication
- Eagerness to learn and contribute to brand growth
Educational requirements
- Bachelor’s degree in marketing, communications, or business
Senior Brand Manager
Position Overview
A Senior Brand Manager leads brand strategy across multiple campaigns and channels. They drive brand positioning, oversee junior team members, and collaborate with leadership to enhance market presence.
Brand Manager Responsibilities
- Develop and refine brand strategy based on market trends and consumer behavior
- Lead cross-functional initiatives across marketing, design, and product development
- Oversee campaign execution and performance analysis
- Mentor junior team members and manage vendor relationships
- Present brand insights and reports to stakeholders
Brand Manager Requirements
Hard skills
- Strong background in strategic brand management and analytics
- Proficiency with marketing automation and performance reporting tools
Soft skills
- Leadership and team management
- High-level communication and stakeholder engagement
- Strategic and creative thinking
Educational requirements
- Bachelor’s degree required; MBA or advanced marketing degree preferred
Consumer Goods Brand Manager
Position Overview
A Consumer Goods Brand Manager oversees brand development and marketing initiatives for consumer-facing products. They manage the entire product lifecycle from positioning to in-store promotion and digital campaigns.
Brand Manager Responsibilities
- Create and implement brand plans for consumer products
- Collaborate with product development and sales teams
- Analyze product performance and market share trends
- Coordinate packaging, pricing, and promotional efforts
- Manage budget allocation for retail and digital advertising
Brand Manager Requirements
Hard skills
- Experience with CPG marketing and retail execution
- Strong data analysis and forecasting abilities
Soft skills
- Results-driven mindset
- Excellent cross-functional collaboration
- Adaptability in competitive markets
Educational requirements
- Bachelor’s degree in marketing, business, or related field
Corporate Brand Manager
Position Overview
A Corporate Brand Manager focuses on the company’s overarching brand identity, ensuring alignment across business units, recruitment marketing, PR, and stakeholder communication.
Brand Manager Responsibilities
- Manage the company’s brand image and voice
- Oversee corporate brand guidelines and internal adoption
- Support executive communications and thought leadership initiatives
- Align employer branding, customer branding, and media presence
- Work with HR, sales, and legal teams on brand-sensitive materials
Brand Manager Requirements
Hard skills
- Corporate communications, brand architecture, and internal marketing expertise
- Familiarity with brand auditing and stakeholder reporting tools
Soft skills
- Strategic thinking across business functions
- Excellent presentation and negotiation skills
- Ability to balance consistency with innovation
Educational requirements
- Bachelor’s degree in marketing, communications, or business
Product Brand Manager
Position Overview
A Product Brand Manager combines brand strategy with product marketing. They focus on product positioning, go-to-market strategies, and aligning brand value with customer needs.
Brand Manager Responsibilities
- Define product branding and market positioning
- Coordinate launch plans with sales and product teams
- Create product messaging that reflects brand identity
- Analyze product performance and consumer trends
- Guide content creation for product marketing materials
Brand Manager Requirements
Hard skills
- Deep knowledge of product development and go-to-market strategies
- Experience with product lifecycle management and marketing tools
Soft skills
- Strong storytelling and messaging abilities
- Analytical and data-driven mindset
- Collaborative leadership
Educational requirements
- Bachelor’s degree in marketing or product management
Digital Brand Manager
Position Overview
A Digital Brand Manager drives brand presence across digital platforms. They oversee online brand consistency, manage digital campaigns, and use data to improve reach and engagement.
Brand Manager Responsibilities
- Develop digital branding strategy for web, social, and mobile
- Manage digital campaigns across SEO, paid media, and social platforms
- Optimize user engagement and online experience
- Monitor analytics and adjust strategies accordingly
- Ensure digital brand alignment with overall identity
Brand Manager Requirements
Hard skills
- Expertise in digital marketing tools (e.g., Google Ads, SEO, social media)
- Strong command of analytics platforms and A/B testing
Soft skills
- Digital-first mindset
- Quick adaptation to online trends
- Precision in visual and content branding
Educational requirements
- Bachelor’s degree in digital marketing or related field
Luxury Brand Manager
Position Overview
A Luxury Brand Manager oversees the image and messaging of premium products or services. They focus on exclusivity, heritage, and client experience, ensuring the brand remains aspirational and consistent.
Brand Manager Responsibilities
- Create high-end branding campaigns tailored to affluent audiences
- Manage partnerships, sponsorships, and experiential marketing
- Ensure product presentation aligns with luxury standards
- Analyze market trends and high-value customer behavior
- Maintain brand prestige through exclusive channels and messaging
Brand Manager Requirements
Hard skills
- Experience in luxury branding or high-end retail marketing
- Knowledge of luxury market dynamics and consumer behavior
Soft skills
- Sophistication in communication and brand voice
- Attention to detail and high aesthetic standards
- Strong networking and relationship-building
Educational requirements
- Bachelor’s degree in marketing, fashion, or luxury brand management