Brand Management
Overview of the Role
Brand Management roles are typically in consumer packaged goods (CPG) companies, service-based companies and, to a lesser extent, non-profits. Brand Managers are “mini-general managers” and have profit and loss accountability for the brand(s) they oversee. Brand Managers develop marketing plans for a brand and, more importantly, lead various units of the organization (i.e. advertising, distribution, R&D) to align and meet the brand’s revenue and profit goals.
Brand Managers lead cross-functional teams within an organization to ensure a brand’s success in the marketplace. With the increasing important of digital media and the emergence of consumer-led communications, Brand Managers are being presented with a new landscape as they manage consumer impressions of their brands.
What Recruiters Want
Recruiters for Brand Manager roles are typically looking for skills such as:
- Knowledge of and ability to apply basic marketing concepts
- Strategic thinking
- Ability to use data to synthesize various inputs into a single strategy
- Strength in leading multi-functional teams
- Ability to generate new ways of reaching consumers
- Someone who relentlessly seeks, shares, and adopts ideas
- Ability to expresses ideas clearly and concisely
Electives
Students at Goizueta choose from a variety of elective opportunities in the area of Brand Management, including:
- Business Forecasting
- Customer Behavior
- Goizueta Marketing Strategy Consultancy (GMSC)
- Integrated Marketing Communications (IMC)
- Leading and Managing Change
- Managerial Accounting
- Market Intelligence: Data-Driven Decisions
- New Product Lab
- Pricing
- Product & Brand Management
Company Hires
Serena Moore 10MBA
Associate Brand Manager, Colgate-Palmolive - New York
Pre-MBA Job: Account Manager, Sanford Brands - Charlotte, N.C.
Internship Job: Summer Intern, Colgate-Palmolive - New York City
The GMSC class was a crash course in everything I would experience as an intern – and more importantly – as a full-time associate brand manager.
Aaron Rocklewitz 11MBA, One-Year
Associate Brand Manager, Coca-Cola Company - Atlanta
Undergraduate Institution: University of South Carolina
Internship Job: Summer Intern, BBDO - Atlanta
I found that the school provided me with top caliber professors in the areas of consulting, analytics, marketing, and strategy.
Brandi Ray 10MBA
Assistant Brand Manager, Frito Lay - Dallas
Pre-MBA Job: Media Buyer, 22Squared - New York City
Undergraduate Institution: University of North Carolina - Chapel Hill
Because Emory’s network is so engaged, those kinds of important connections happen every day.
Greg Feo 04MBA
Marketing Manager, Theatrical New Release , Warner Bros. Studios
Full-Time Offer: Asst. Brand Manager, Walt Disney Studios
Undergraduate Institution: Notre Dame
The combination of marketing electives, CMC interview preparation and rigorous networking all worked in tandem to open doors.
