What does a brand manager do?
A brand manager develops and maintains a brand’s image, tone, and market perception. They oversee campaigns, monitor market trends, analyze data, and collaborate across teams to ensure the brand remains strong, relevant, and profitable.
What are the key skills to assess while looking for a brand manager?
- Brand Strategy: Positioning, market differentiation, and storytelling.
- Market Research: Understanding customer behavior and competitor insights.
- Campaign Management: Planning, execution, and performance tracking.
- Creative Thinking: Translating strategy into memorable visual and verbal identity.
- Analytical Mindset: Measuring ROI and brand health metrics.
- Cross-Functional Collaboration: Working closely with sales, design, and PR teams.
- Crisis Communication: Managing reputation and brand trust.
- Leadership: Guiding internal teams and external creative partners.
What are the KPIs for a brand manager?
Before tracking performance, link brand management success to both perception and measurable business growth.
- Brand Awareness % / Brand Recall Score
- Share of Voice / Market Share Growth
- Customer Loyalty / Retention Rate
- Net Promoter Score (NPS)
- Brand Sentiment / Social Mentions Analysis
- Campaign ROI / Cost per Impression (CPI)
- Website Traffic from Brand Campaigns
- Organic Search Growth for Branded Keywords
- Brand Consistency Score / Compliance Rate
- Lead Quality / Conversion from Brand Campaigns
