global recruitment specialists
What it really means to be a Brand Manager
We take a look at what you can expect if you take a role as a Brand Manager
When we were young and had to make a decision in which direction we should go, most of us were dreaming about becoming an HR professional, Event or Project Manager, Marketing professional or run our own business. Those of us dreaming about becoming a Marketing guru were excited about shooting TV ads with George Clooney, Kevin Spacey or Julia Roberts. We wanted to fully use our creativity.
But what it stands for to be a real Brand Manager? What is really behind it?
When we talk to Brand Managers from different companies and environments and discuss their daily routine, we are realise that the reality is quite different from our fantasies. To be honest, if you want to be very creative or shoot TV ads, this means you have to apply for a position in media and creative agencies.
Brand Managers in big international companies have their hands tied more or less. They have to obey the global brand strategies and implement them on local market taking into consideration the local market specifics. They are given a budget, the volume of which depends on the brand strength and importance. They are usually also given a freedom to operate within the budget and decide in which channels and when to promote the brand. TV ads, POS materials or banners are also given and in most cases have to be only implemented on the local markets. This depends on the size of the brand, its position on the market or whether it is part of a strategic portfolio. What we are seeing right now on Czech market is that more and more companies have their marketing centralised and marketers have to be in constant communication with the central team abroad.
Marketers working for local companies are basically using more creativity and are given more freedom to promote their brand. These marketers are usually part of decision making team present in product tasting, packaging creation and deciding which product will enter the market. Work in these local small and middle-sized companies is not so tied and the processes are smooth and approvals are much faster than in big international companies.
And how about the usual day of marketer in big international company? Daily meetings with management team and calls with central team, lot of analyses of market share and competitors, evaluation of promotional activities, communication with media and creative agencies. Recently we are seeing a growing trend of digital marketing. The companies that want to stay competitive in today´s fast-moving environment shouldn´t ignore this trend. Therefore also the work of brand managers can´t be separated from digital marketing. Most Brand Managers are focusing on promoting brands online and communicating on social media.
So what do you think? Would you be interested to work as a Brand Manager?
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