Brand Marketing Manager
The Brand Marketing Manager ensures the efficient execution of business plans in order to meet future brand expectations and targets. The Brand Manager also takes part in the development of short-term tactical Sales and Brand Management marketing plans. The Brand Marketing Manager ensures brand integrity by guiding efforts across multiple channels and functions. He supports the development and execution of offline/traditional, digital, and paid social advertising programs for the business.
The role entails the management of media campaigns from the beginning to the end and is also responsible for the execution across all media channels inclusive of TV, Radio, Digital, Print, and Paid Social. The Brand Marketing Manager reports directly to the Senior Brand Marketing Manager and the Head of Brand Marketing.
Objectives and Responsibilities of the Brand Marketing Manager
Strategy: The Brand Marketing Manager plays part in the development of the brand marketing strategies in order to establish strategic direction and program positioning. In this capacity, the Brand Marketing Manger develops marketing partnerships with retailers, media partners, and other external partners in an attempt to broaden the reach of the business’s brand messaging.
He also plays part in the development and execution of paid social programs on self-service advertising platforms inclusive of Google AdWords, Facebook, YouTube, Pinterest, and Twitter along with supporting the brand’s paid media programs. At this capacity, the Brand Marketing Manager also contributes to the development and execution of all ground events, promotions, and stunts for the business/brand.
Management: The Brand Marketing Manager also plays a managerial role in the production process for all offline marketing materials, for example, technical specs, project timelines, and so forth. The Brand Marketing Manager is tasked with the maintenance of the lower department’s operational production budget, ensuring that there is a continuous effective and economical allocation of resources. He also supervises multiple external agencies in developing creative advertising, high-impact promotions, and media planning, for example, viral/guerilla marketing and event sponsorship.
The Brand Marketing Manager additionally manages media timelines and executes plans across all media channels, that is, TV, Social, Radio, and Print etc. He effectively supervises the junior brand marketing staff/team, managing workflow, providing direction, and overseeing constant skill development. The Brand Marketing Manager strikes a balance in ensuring all branding and key information strategies are in line with overall business strategy without compromising the brand’s integrity.
Collaboration: The role of the Brand Marketing Manager is not entirely independent. The Brand Marketing Manager works closely with senior brand marketing management, that is, the Senior Brand Marketing Manager, Head of Brand Marketing, and the Director of Brand Marketing in reviewing and approving all branded elements for advertising and launch materials inclusive of printed collateral, product packaging, online assets, launch toolkits, product logos, and videos.
In this collaboration, he also provides feedback and insight on the performance of program campaigns and relays them for further strategic development and solution formulation. The Brand Marketing Manager also serves as a collaborative partner and liaison between all internal product departments in ensuring integrated campaigns and cohesive strategies. He is also tasked with collaborating with external partners in ensuring that all media plans are aligned with the business’s values and goals, are executed on-time and on-budget.
Analytics: The Brand Marketing Manager also plays an analytical role where he conducts research and analyses, translating campaign performance into communication documents and reports, which are distributed to senior brand marketing management and key stakeholders. Some of these documents are marketing briefs, competitive analyses, campaign recap decks, and so forth.
At this capacity, the Brand Marketing Manager also track spending on all media campaigns for the purpose of ensuring that brand marketing efforts always stay within the allocated budget. Here, the Brand Marketing Manager actualizes cost reports per project at the completion of each brand marketing campaign. He prepares account management, expenditure, progress, and other related reports. Additionally, the Brand Marketing Manager, reviews targeted spends and makes real-time adjustments in order to optimize brand marketing campaign performance.
The Brand Marketing Manager is also responsible of the translation of key research reports into strategic recommendations, which he forwards to the Senior Brand Marketing Manager for further refinement and consideration.
Knowledge and Opportunity: The Brand Marketing Manager also conducts regular and consistent research and keeps the business and the brand marketing department informed on best practices and the latest trends in brand marketing that ensure that the business does not lag behind of its competition and also in order to provide growth opportunity for the brand by capitalizing on the acquisition potential that alternative branding strategies/approaches may hold.
At this capacity, the Brand Marketing Manager ensures that the product maintains a consistent tone that is relevant to the business’s brand and the consumers, solidifying the brand identity by ensuring consistent, on-time and accurate development, delivery, and assets running for each brand marketing campaign.
Other Duties: The Brand Marketing Manager also performs other tasks as designated by the Senior Brand Marketing Manager, the Head of Brand Marketing, the Director of Brand Marketing, the Chief Marketing Officer, or the Employer.
Required Qualifications of the Brand Marketing Manager
Education: The Brand Marketing Manager has to have a bachelor’s degree in Marketing, Business Administration, or any other related field. A working experience of the equivalent is also acceptable.
Experience: A candidate for the position must have had 2 years of experience executing paid advertising programs for a business in a fast-paced and competitive environment across all media channels inclusive of TV, social, digital, radio, and print. He will also have vast experience executing paid advertising programs on key self-service platforms such as Youtube, Facebook, Twitter, Pinterest, Google AdWords, and Instagram.
A suitable candidate will also have a proven and successful track record in executing digital ad campaigns on multiple channels. The candidate will also portray vast knowledge of the digital/social space and will be an avid consumer of media of all kinds as well. However, he will also demonstrate proficiency in offline brand marketing approaches and as an added bonus, a candidate for the position will have proven and successful experience working and managing large scale budgets in a project of substantial value within a business setting.
Communication Skills: Communication skills are an absolute necessity for the Brand Marketing Manager, both in written and in verbal form. The Brand Marketing Manager will need strong communication skills in interactions with junior brand marketing personnel and collaborating personnel, which will aid in the accurate conveyance of information, leading to smooth execution of duties.
Additionally, good communication skills will be necessary in interaction with external partners and senior brand marketing management to whom he will have to deliver regular reports and proposals in regard to campaign and program performance. These reports and presentations will have to be clearly articulated, making even the most complex concepts understandable to no-technical individuals. The Brand Marketing Manager will have to be able to tailor messages for various audiences in a manner that is relatable and understandable and to do this he will require exceptional communication skills.
Ms Office: A Brand Marketing Manager must also be highly proficient in Ms Word, PowerPoint, and Ms Excel, which will be necessary in the creation not only verbally but visually engaging branding materials, reports, and presentations for the brand marketing department, collaborating personnel, relevant stakeholders, and external partners.
Analytical/Creative Skills: The Brand Marketing Manager has to have deep knowledge of analytic tools such as Simmons, ComScore, Nielsen among others that will be used in analyses of brand marketing campaigns. He also has to possess outstanding strategic, creative, and storytelling abilities that will be necessary for the development of creative advertising materials in all forms of media.
Interpersonal Skills: A candidate for this position must portray strong attention to detail, have an ability to prioritize projects, an ability to perform effectively under pressure and tight deadlines, be self-motivated and inspire the same in others, be proactive and reactive, have a positive can-do attitude, be team-oriented, have excellent problem solving skills, and demonstrate calmness and composure in uncertainty.
People Skills: The Brand Marketing Manager must also possess strong people skills that will enable him to form strong and meaningful relationships with people, for example, with external partners and collaborating personnel. People skills will make him likeable and relatable, which will inspire trust in the people he interacts with for the purposes of this role.