Brand Manager - Hire or get hired
Your complete guide to the Brand Manager Role: Duties, salary & hiring tips
Purpose of the Brand Manager
The Brand Manager leads the strategic development and execution of brand initiatives to ensure consistency, recognition, and market positioning.
Brand Manager's duties and responsibilities
• Brand Strategy:
Define and implement brand positioning and tone of voice.
• Campaign Execution:
Oversee advertising and promotional campaigns.
• Market Research:
Monitor market trends and competitor activity.
• Collaboration:
Work closely with product, sales, and creative teams.
• Performance:
Track brand health metrics and adjust strategies accordingly.
Define and implement brand positioning and tone of voice.
• Campaign Execution:
Oversee advertising and promotional campaigns.
• Market Research:
Monitor market trends and competitor activity.
• Collaboration:
Work closely with product, sales, and creative teams.
• Performance:
Track brand health metrics and adjust strategies accordingly.
Requirements and qualifications for a Brand Manager
• 4–6 years’ experience in brand management or marketing
• Strong project and stakeholder management skills
• Experience with ATL/BTL and digital campaign execution
• Proficient in brand tracking tools and consumer insights
• Excellent communication and storytelling abilities
• Strong project and stakeholder management skills
• Experience with ATL/BTL and digital campaign execution
• Proficient in brand tracking tools and consumer insights
• Excellent communication and storytelling abilities
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Hiring activity remains subdued, with 42% of respondents not planning any marketing hires this year. However, demand persists for junior roles such as marketing assistants (19%) and coordinators (14%), alongside a resurgence of generalist positions as businesses tighten budgets. AI is impacting content creation the most (41%), followed by creative asset generation (27%) and SEO (21%), underscoring the industry's shift toward automation in digital marketing functions.
Most organisations (58%) report stable staff turnover, with 56% expecting no change in the next 12 months. However, retention remains a focus as businesses seek to build adaptable, cross-functional teams to navigate shifting market demands. While digital skills continue to be essential, creativity, research, and design are emerging as critical competencies, reinforcing the need for well-rounded marketing professionals in an increasingly competitive space.
Hiring activity remains subdued, with 42% of respondents not planning any marketing hires this year. However, demand persists for junior roles such as marketing assistants (19%) and coordinators (14%), alongside a resurgence of generalist positions as businesses tighten budgets. AI is impacting content creation the most (41%), followed by creative asset generation (27%) and SEO (21%), underscoring the industry's shift toward automation in digital marketing functions.
Most organisations (58%) report stable staff turnover, with 56% expecting no change in the next 12 months. However, retention remains a focus as businesses seek to build adaptable, cross-functional teams to navigate shifting market demands. While digital skills continue to be essential, creativity, research, and design are emerging as critical competencies, reinforcing the need for well-rounded marketing professionals in an increasingly competitive space.
