Brand Management

Overview of the Role

Brand Management roles typically exist 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. They develop marking plans, lead cross-functional teams within an organization (i.e. advertising, distribution, R&D) to ensure a brand’s success in the marketplace and manage consumer impressions. 

What Recruiters Want

Recruiters for Brand Management roles typically look 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

Sample Hiring Companies

The Coca-Cola Company, Georgia-Pacific, Kimberly-Clark Professional, Procter & Gamble


Students at Goizueta choose from a variety of elective opportunities in the area of Brand Management, including: