What do I do as a Brand Manager? 👩‍💻

Summary

In this video, former brand manager Rabia offers an in-depth look at the brand manager role within the consumer goods industry. She shares her personal experience working at Procter & Gamble, outlining the responsibilities, challenges, and rewarding aspects of the position. A brand manager is the guardian of a brand, managing both the creative and business sides of the product. Rabia explains the different types of brand managers, their daily tasks, and the necessary skills for success. Whether you're considering a career in this field or just curious, this video provides valuable insights into a day in the life of a brand manager.

Takeaways

• 😀 Brand manager roles are essential in the consumer goods industry, focusing on both business strategy and creative marketing.
• 😀 A brand manager's main responsibility is managing the brand’s profit and loss, including overseeing expenses like packaging, R&D, and advertising.
• 😀 Brand managers must balance business analysis and marketing creativity. If you prefer one over the other, consider roles like sales or marketing manager.
• 😀 There are two primary types of brand managers: strategic (design brand managers) and tactical (delivery brand managers).
• 😀 Design brand managers focus on long-term strategies for the brand’s growth, while delivery brand managers handle the hands-on execution and market-specific strategies.
• 😀 A brand manager’s day typically involves a mix of meetings, strategic planning, and cross-functional collaboration with teams like consumer insights, finance, and PR.
• 😀 Successful brand managers should be able to lead meetings, manage budgets, and drive cross-functional teams towards shared goals.
• 😀 In global companies, brand managers must coordinate with regional teams and distributors to ensure effective product launches and market penetration.
• 😀 The role often involves working long hours, sometimes 8-12 hours a day, especially during busy periods or tight deadlines.
• 😀 Managing a brand’s budget is one of the most important and challenging parts of the job, requiring detailed attention to every aspect of financial planning.
• 😀 A brand manager’s role is like running a small business, as they must coordinate and make decisions across a variety of departments to drive the brand’s success.

Q & A

What does a Brand Manager do in the consumer goods industry?

A Brand Manager is responsible for managing all aspects of a brand within a company, focusing on business and marketing strategies. They ensure the brand delights its consumers while staying profitable. This includes overseeing the brand’s profit and loss, managing expenses like packaging, R&D, and advertising, and creating growth strategies.

What is the role of a Brand Manager regarding profit and loss?

The Brand Manager owns the brand’s profit and loss. They oversee expenditures such as packaging, R&D, supply, and advertising. On the profit side, they strategize ways to generate revenue, such as by creating desirable products, pricing them correctly, and driving consumer demand.

What types of skills should someone interested in becoming a Brand Manager have?

A Brand Manager should have a mix of technical business analysis and creative marketing skills. They need to balance strategic thinking with hands-on execution and be able to manage budgets, create marketing campaigns, and analyze market data effectively.

What are the two types of Brand Manager roles mentioned in the video?

The two types of Brand Manager roles are Design Brand Managers and Delivery Brand Managers. Design Brand Managers focus on the long-term strategic direction of the brand, while Delivery Brand Managers handle the execution and implementation of the brand's strategies within specific markets.

How does a Brand Manager's role differ based on geographical location?

Brand Manager roles vary depending on the location. In larger cities like New York, London, or Sydney, the role is more strategic, focusing on long-term brand development. In smaller cities, the role is more tactical, dealing with the day-to-day implementation of strategies.

What does a typical workday look like for a Brand Manager?

A Brand Manager's day typically involves working 8 to 12 hours, starting with reviewing priorities and emails, followed by meetings with cross-functional teams, including marketing, sales, finance, and external agencies. The afternoon is often spent on delivery-focused tasks, such as distributor meetings and PR campaign reviews, with evenings used for catching up on emails and working on reports.

Why are budgets a critical part of a Brand Manager's responsibilities?

Budgets are critical because they ensure that all brand activities, from product launches to marketing campaigns, are financially feasible. Brand Managers must carefully track spending and adjust plans to stay within budget, ensuring that the brand remains profitable while meeting its goals.

What role do cross-functional teams play in the work of a Brand Manager?

Cross-functional teams, such as consumer insights, sales and planning, and finance, play a vital role in supporting the Brand Manager by providing expertise in their respective areas. These teams help assess market trends, define sales strategies, and create financial models for new products.

How does a Brand Manager interact with external agencies like PR and media agencies?

A Brand Manager works closely with PR and media agencies to ensure that marketing campaigns are on track. They collaborate on content calendars, analyze past campaign performance, and allocate budgets for future initiatives. They may also work with influencers or decide on event sponsorships.

What is the difference between a Brand Manager's strategic and delivery-focused tasks?

Strategic tasks involve long-term planning, such as defining the brand’s vision and setting goals for its future. Delivery tasks focus on executing the strategy, such as managing the distribution of products, working with retail partners, and ensuring campaigns are implemented effectively in the market.