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How to Format a Brand Manager Resume
Choosing a resume format is an integral part of any brand manager’s job search. The most popular format, and the one that most brand managers should use, is the chronological resume. This layout puts work experience on center stage, listing the candidate’s previous jobs in reverse-chronological order. Anyone who has significant professional experience would be well-served by this approach.
Those who lack experience or are changing careers may prefer an alternative format. The two best options are functional and combination. Functional resume formats focus on skills and qualifications, often downplaying work experience. Combination resumes put experience and skills on equal footing.
Check out the candidate examples below. Candidate A is highly experienced and wants to emphasize her work history with a chronological resume. Candidate B is earlier in her career and has chosen a combination resume to elevate her skills. Let’s see how they differ.
Chronological Resume
- 11 years of experience
- 4 years at this job
- BA Marketing
Work History
Brand Manager, TY Marketing
01/2019–Current, Seattle, WA
- Initiated a digital marketing campaign with a high-profile makeup company that generated 10 million impressions and contributed $70K in additional profit.
- Facilitated more than 100 research studies, surveys and focus groups, identifying a new target demo that ultimately led to $200K in annualized sales.
- Spearheaded brainstorming sessions with Creative, Product Development and Sales teams to optimize branding and selling decks.
Combination Resume
- 5 years of experience
- 1 year at this job
- BA Marketing
Professional Skills
Leadership
- Oversaw digital marketing plan for product launch of a new lipstick brand, generating $50K beyond expectations.
- Facilitated dozens of research studies, surveys and focus groups to identify opportunities to improve branding and better target consumers.
- Initiated and managed a new item setup process, writing and curating several item descriptions and categories.
Collaboration
- Forged partnerships with the creative, product development and sales teams to generate a more holistic approach to branding and optimizing selling decks.
- Attended conferences, tradeshows and cause-related events on behalf of the marketing leadership, leading to an opportunity to cross-promote with a high-profile makeup retailer.
- Assisted with photo shoots of key brands, helping the creative team highlight the most salient selling points.
Brand Manager Resume Samples
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0-5 years of experience
Responsible for the promotion and strategies to establish and grow the brand presence in the market
- Provided product management expertise, advising marketing manager and corporate management on brand positioning, marketplace research and consumer research
- Successfully developed and launched 3 new products that increased market share from 10% to 40% in 3 years
- Developed a short and long term business plan for the brand that addressed product holes, new markets, distribution strategy and profit estimates
- Developed dealer and end-user marketing collateral and programs that promoted the value proposition
- Initiated new sales coverage strategy with the support of sales management that added $2M+ of new distribution business within a year
- Worked closely with global managers to ensure brand was effectively penetrating international markets
0-5 years of experience
Developed offline and online brand strategies and marketing budgets for leading motorcycle company. Managed annual marketing budget of USD $4M. Reported directly to CEO.
- Achieved brand awareness to 25% and publicity awareness to 28% surpassing traditional motorcycle brands such as Suzuki and Honda.
- Designed and launched nationwide customer follow up program increasing overall client satisfaction.
- Created marketing campaigns with 4.4/5.0 acceptance rate by our clients (Invamer-Gallup Satisfaction Survey).
- Reduced annual media spending by 16% through negotiating with TV, radio and newspaper vendors.
0-5 years of experience
Managed all phases of new beverage product development including concept development based on consumer insights, product development/optimization with operations, regional/national launches, and analysis of data to leverage and improve results. Results include dozens of industry-leading sales driving products in over 6,500 franchised locations nationwide and an extremely robust, efficient innovation to market process that is grounded in consumer insights and marketing strategy.
- From 2012-2014 developed 100+ beverage concepts for initial testing that resulted in the launch of 24 products.
- Increased beverage category growth through launches of new LTO (Limited Time Offer) products and existing product improvements.
- Successfully tested new equipment platform that enabled category growth of over $300 AWS.
- Developed beverage category strategy opportunities within product lines by analyzing data to understand consumer wants, needs, and beliefs for test products and national launches.
- Wrote creative briefs for merchandising and advertising including TV, print, radio, interactive and in-store POP.
- Assisted with product forecasting and program budget tracking. Determined sales expectations. Complied and analyzed data to measure the success of products in test markets.
0-5 years of experience
Managed $200M in net sales across the totes, laundry, utility and seasonal categories
- Developed brand strategy for key storage brands, consolidating multiple sub-brands into 2 consumer-oriented brands: Roughneck and Clever Store
- Launched 6 new products/product lines, across 3 categories, amounting to $30MM in incremental sales
- Collaborated with Fortune 100 company to develop a new co-branded item, driving distribution in new channels and adding $5MM incremental sales
- Managed 2 interns/Assistant Brand Managers
6-10 years of experience
Serve as Brand Manager responsible for all corporate and retail marketing, advertising, event planning/managing, outreach, and product and company and design initiatives of this luxury craft beer bar company with sales of over $10 million in revenue annually.
- Oversee the production of newspaper and magazine advertisements, direct mail packs, email campaigns, websites, exhibition stands, road shows and liaising with art designers, copywriters, media buyers and printers.
- Monitor market trends and oversee advertising and marketing activities to ensure the right message is delivered for this craft beer brand
- Worked closely with agencies in the development and launch of company website site including, graphic design, copy, and layout and delivered under budget and on time, while reducing expenses.
- Work directly with CEO to develop marketing plans and initiatives to increase sales, brand awareness, and to execute all marketing functions.
- Strategically involved in the development of products and services, defining targets, budgets and goals and initiated new marketing procedures and policies to enhance customer experience within the retail establishments.
- Successfully launched membership based loyalty club creating all collateral and creatives. Increased membership within a 6-month period by 50%.
- Consistently meet and exceeded client expectations and project requests on time and below budget.
0-5 years of experience
Managed all internal and external communications, marketing, public relations and branding efforts on a global level for a line of luxury fashion brands with annual revenues of $150 million. Worked in conjunction with executive team to identify and direct global marketing objectives and overall strategy to domestic and international marketing representatives in six countries. Oversaw and took lead role in launch of brand extension and licensing program, specializing in contract negotiation and licensee management. Created and maintained all social media presence and exposure.
- Led marketing efforts during the two most profitable years in company’s 113 year history, 2009/10 and 2010/11
- Launched brand extension and licensing division, securing two licensees during first year
- Traveled throughout emerging Chinese market 12 times to conduct multimedia brand awareness seminars
- Managed website redesign process for companies three websites over four month period
- Organically grew social media audience from 0 to 1,500 followers in three months
- Produced corporate video and oversaw distribution in more than 20 countries, coming in 20% under $50,000 budget
0-5 years of experience
- Responsible for all Dollar General Private Brand and Rexall Brand Health & Beauty Care business, representing over $500M in yearly sales.
- Successfully trained and lead a multi-functional team of five Daymon associates.
- Exceeded sales, gross margin goals and increased share. Consistent sales growth, 104.3% of plan goal.
- Created and executed an integrated and interactive marketing plan for the exclusive Rexall brand at Dollar General.
0-5 years of experience
Directed the implementation of brand strategy for two of the company’s three brands.
- Directed the conversion taking our largest retail customer to an all Gartner assortment resulting in a revenue increase of $4.4MM in the first year.
- Headed product development, serving as liaison between design, production, operations and the consumer.
- Managed production planning – coordinate overseas sourcing, develop seasonal deadlines, design calendars, monitor
- Increased retail sales and inventory turn by executing the plan for the replacement of poorer selling cards.
0-5 years of experience
Marketing and Brand manager for software development and e-learning company which designs software and software platforms for network media corporations, Fortune 500 companies, small businesses, and non-profits. Created and marketed products to specific industries including automotive dealerships and non-profits. Customized products under the BrainTree Training Brand. Responsibilities include identifying target markets, target accounts, driving brand awareness, product launch, and product development for digital software products. Launched multiple digital products included digital ecommerce platforms, daily deal software, online reputation management, mobile applications, digital rewards programs, and data capture.
- Identify, develop, and implement programs for external and internal sales team implementation
- Launched newly developed mobile app campaign which captured over 1000 end users in 3 months
- Created Customer Preferred Awards to capitalize on online reputation management
- Non-profit revenue program for Susan G. Komen, Breast Cancer Foundation
- Partnered with CBS 5 in Phoenix, AZ to launch AZ Deal Spot Marketplace program
- Work with media companies such as Gannett, Belo, Fox, ABC, NBC, and CBS in top 100 markets
- Planned, launched, and implemented first Manage Market Program in daily deal software industry at WBOC in Maryland
0-5 years of experience
- Increased market share of the brand from 28% to 33%
- Developed and managed ready-to-drink (RTD) milk market in terms of product and branding
- Planned and implemented marketing mix activities according to approved brand strategy, including promotional programs, marketing research projects, and advertising activities
- Coordinated with other departments in launching new products to meet company expectations, strategies and goals
- Monitored brand performance through Nielsen quarterly reports
- Developed, monitored and controlled brand management budget
Brand Manager Duties and Responsibilities
No matter what industry they work in, brand managers share a single goal: to create, maintain, and increase brand awareness and loyalty to their brand among consumers. To accomplish that, there are many core tasks associated with the role. Based on our analysis of job postings, these are some of the most common brand manager duties.
Develop Brand Strategies Brand managers are responsible for identifying their brand’s main audience and determining how to best communicate with it. Developing a brand strategy includes everything from crafting a logo and tagline to creating a consistent brand voice and personality. A brand manager for a line of frozen, family-style meals, for instance, may craft a brand strategy that targets working parents who still want to have a sit-down dinner each night with their families.
Research the Market Collecting and analyzing data to understand market trends, competitor activities, and the behavior of a brand’s target audience are key brand management duties. This includes overseeing consumer research, tracking the success of initiatives, and keeping a keen eye on developments within the market.
Spearhead Marketing Efforts Working closely with marketing and advertising counterparts, a brand manager ensures that the brand strategy is being applied consistently. This may include everything from brainstorming marketing initiatives and identifying appropriate marketing channels to reviewing copy, graphics, and other assets before a campaign goes live. Consistency in communication is essential to establishing brand recognition.
Manage Product Details Brand managers are involved in everything from the color, packaging, and price of a product to where it is sold. This part of the job involves making recommendations to product development and sales teams, as well as negotiating contracts with distributors and vendors to get products to market.
Assist in Product Development Based on insights into the market and consumer habits, needs, and desires – such as a growing demand for more eco-friendly products and packaging – a brand manager recommends modifications of existing products to increase market share, or suggests the development of new products to attract new customers and meet new demands.
Brand Manager Skills And Qualifications
Both creative and analytical, successful Brand Managers can think big while still focusing on the smallest details. Employers typically seek out candidates with a BA or MBA along with five years of experience and the following skills:
- Research experience – brand managers gather and interpret market and consumer data to make strategic decisions, so they must have strong analytical skills and be a whiz with spreadsheets
- Campaign management -they must also be organized project managers who have the ability to multitask, develop budgets, KPIs, and marketing plans, and execute projects from start to finish
- Digital marketing – brand managers work within new and traditional media to raise product awareness and can competently manage digital strategies such as SEO/SEM marketing
- Negotiation – brand managers work closely with distributors and vendors to bring products to market and must negotiate terms and rates
- Collaboration – It’s essential that brand managers thrive while working both independently and within groups comprised of cross-functional teams. Above all, brand managers are leaders who can rally colleagues to make their vision a reality
Tools of the Trade: Brand managers work in an office environment and are comfortable using the following software and equipment in a typical workday:
- Social media platforms (YouTube, Facebook, and Twitter)
- Business tools (may include data analysis, CRM, and database software)
- E-Commerce software (Shopify, Magento, or equivalent)
- Microsoft Office (programs including PowerPoint, Word, and Excel)
Brand Manager Education and Training
It is common for a brand manager to have a bachelor’s degree in marketing, advertising, communications, business, or a related field of study. Candidates with a master’s in business administration may be even more attractive to employers for this job. Brand managers often work up to the role, and may first hold more junior positions in advertising or marketing departments – either on the creative or accounts side.
Brand Manager Salary and Outlook
The median annual salary for brand managers, categorized by the Bureau of Labor Statistics as Advertising, Promotion, and Marketing Managers, is nearly $96,000. Brand managers in the bottom 10 percent earn about $42,000 a year, and the highest paid make in excess of $187,000 a year. Full-time brand managers employed by large companies typically receive benefits package that include paid vacation and health insurance. Some employers may also have a bonus structure based on individual or group performance. Industry employment for brand managers is projected to grow by 9 percent through 2026, a rate the BLS describes as average amongst all occupations. As web-based media and advertising continue to grow over more traditional forms of media, brand managers with digital experience will have the best prospects.
Helpful Resources
We searched the web to find the best industry resources to help you continue exploring a career as a brand manager. From thought leaders to industry groups, this list is packed with opportunities to learn, connect, and engage.
Branding Strategy Insider – read all about how to establish strong brands
Seth’s Blog – marketing legend Seth Godin shares his expertise
Drew’s Marketing Minute – brand storyteller Drew McLellan offers insights gleaned from a 25-year career
American Branding Association – founded in 2001, the ABA serves as a networking hub for anyone involved in branding American Marketing Association – formed some 80 years ago, the AMA has more than 30,000 members
Designing Brand Identity by Alina Wheeler – a toolkit for creating, building and maintaining strong brands
The 22 Immutable Laws of Branding by Al Ries – a marketing classic that has been updated to include insight into Internet branding
Brand Thinking and Other Noble Pursuits by Debbie Millman – a look at how brands interact in society and politics
Brand Manager Resume FAQ.
How do you describe brand management on a resume?
A brand manager is responsible for building and promoting a brand’s identity. They aim to increase market share, create positive impressions in target demographics and boost sales. A good brand management resume will touch on the leadership, organization and collaboration required to deliver results. Quantifiable metrics worth highlighting include market share, number of sales, new business opportunities or online impressions.
What are the duties of a brand manager?
A brand manager’s duties and responsibilities include:
- Developing brand strategies, which includes everything from designing a logo to developing a brand voice.
- Collecting and analyzing data in surveys, focus groups and research papers to understand the target audiences better.
- Supporting decisions regarding product details, such as the color, price and packaging of items.
- Ensuring that brand identity is applied consistently by educating collaborators and setting up a process to review graphics and other assets.
What skills are needed to be a brand manager?
Here are some of the critical skills we see on the best brand manager resumes:
- Market research
- Focus groups
- Brand voice
- Creativity
- Leadership
- Strategic planning
- Social media (Twitter, Facebook, TikTok)
- E-commerce software like Shopify
- CRM databases
- Collaboration
- Data analysis
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Last edited by: Gabriela Barcenas, CPRW, Content Writer II -
Gabriela Barcenas
CPRW, Content Writer IIGabriela is a Certified Professional Resume Writer (CPRW) and career adviser. With 10 years of digital media experience and five years of resume writing expertise, her publication history includes fashion, education, travel, social justice, equitable design and career advice.
