An organization’s brand manager is responsible for developing and institutionalizing brand assets and enforcing established standards. In some ways, brands are akin to businesses within a company, making the brand manager role similar to that of the small business owner.
The brand manager’s role becomes more relevant as the number of ways consumers receive marketing messages increases. Pursuing a career as a brand manager can begin by enrolling in the online Master of Business Administration (MBA) in Marketing program from Florida Institute of Technology.
Job Outlook for Brand Managers
According to the U.S. Bureau of Labor Statistics (BLS), employment of advertising, promotions and marketing managers — the occupational category that would include most brand managers — will increase 8% between 2023 and 2033. This is roughly twice the average growth rate of all occupations.
Job growth will occur as the number of products and services increases, making it necessary for brands to stand out in order to succeed. The ever-increasing development of new digital marketing channels will also drive demand for tech-savvy brand managers and other internet marketing professionals. Competition is strong for top positions. Candidates with extensive marketing experience, advanced education and leadership qualities should have an advantage.
What Do Brand Managers Do?
Brand manager roles vary substantially according to the product or service as well as the type of brand, organization and industry. In general, a brand manager will:
- Plan, develop and direct marketing efforts for a particular brand or product
- Create strategies to take advantage of market opportunities
- Conceptualize strategic initiatives and implement details of a campaign
- Execute strategies with cross-functional teams
- Manage external marketing partners such as advertising agencies, digital marketing firms and production companies
- Supervise brand content
- Manage access to brand assets
- Develop brand standards and usage guidelines
- Assist integration of campaigns with brand consistency
- Track consumer and market insights by reviewing metrics such as sales volume, market share, profit projections, pricing and distribution, and by conducting consumer research
- Analyze sales data to update a brand or category portfolio, determine new products and delete underperforming products
- Work closely with departments such as manufacturing and R&D to consult on package and product as it relates to branding
- Write reports, specifications and creative briefs
Depending on the organization’s size, these marketing professionals may also manage assistants or other staff members. Brand managers are typically the gatekeepers of a brand, overseeing guidelines and execution for branding in advertising, promotions, internal publications, marketing and social media outreach. They participate in brand strategy discussions and collaborate with the creative team to ensure strategic objectives are met.
Brand managers typically work in an office environment. Yet, the fast-paced, deadline-driven work environment may also call for travel to trade shows or production facilities. In consultant positions or client services roles, brand managers will also conduct regular meetings with clients and other stakeholders.
What Is the Average Brand Manager Salary?
According to BLS data, the median annual salary for marketing managers was $157,620 in 2023. The typical 2023 pay range, comprising the middle 50% of earners, was $108,000 to $208,000.
Entry-level brand manager positions may pay substantially less than the median wage for all marketing managers, but senior brand manager positions will command top wages. Prospective students should conduct independent research as salary potential and job opportunities vary depending on factors such as a candidate’s work experience and educational qualifications, as well as regional market conditions.
Brand Manager Education Requirements
While a bachelor’s degree in marketing and marketing experience will be sufficient for some brand manager positions, employers may prefer candidates with a master’s degree for managerial roles, according to BLS. Marketing professionals seeking an upper-level brand manager position can improve their prospects by earning a specialized MBA in marketing, such as Florida Tech’s 100% online MBA option.
Specialized coursework in a comprehensive marketing MBA program typically covers topics like strategic marketing, consumer behavior strategies and advanced market research. Additionally, core MBA courses will cover the fundamentals of business management practices across functions. Employers can expect that professionals with an MBA in marketing are able to:
- Position a brand and build equity
- Apply modern theories of leadership, management and negotiation to real-world challenges
- Assess and manage risk using financial and economic data
- Identify marketing opportunities and develop successful strategies to leverage them
The Path to a Brand Manager Career
Decisive, fast-thinking people with excellent communication, leadership, analytical and problem-solving skills may be good candidates for a brand manager career. These qualities, along with expertise in strategic marketing and consumer research, prepare candidates for success in the field.
Aspiring brand managers can foster these skills and develop their expertise through advanced studies in Florida Tech’s online MBA in Marketing program. This program provides professionals with not only the competencies to excel in a brand management role, but also with the respected credentials sought by employers — key to standing out in a crowded job market.
Learn more about Florida Tech’s online MBA in Marketing program.
