Brand manager

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John Jones is brand manager for a drink manufacturer. He helps to ensure the name, image, products and staff reflect the company philosophy, as well as organising all the promotional material.

What company do you work for?

The company was set up by three friends in 1999 and has grown to around 45 full-time staff. We make smoothies, yoghurt drinks and juicy waters and sell to shops and supermarkets.

What is involved in your job as a Brand manager?

I am involved in organising advertising, working on the marketing strategy, improving the website and developing new packaging. Some of these things we do in-house, others involve working with an agency.

Also, I make sure that all the literature gives the right impression of the company to customers – everything must have the right tone and feel.

Everyone who joins us has a month's induction, where they learn the whole story and start to become a part of what is a very different, friendly company. I am responsible for organising this.

What have you been working on recently?

We've just been putting together our advertising campaign for the year. This began with finding an agency that understand our aims and the way that we work. Once it had worked on our brief, we decided on four or five of the best ads and organised for them to be printed on posters and in the press.

What is a typical day?

Monday mornings start with a meeting to discuss plans for the week. Then I will write our weekly web news that is sent to subscribers. There might be a marketing meeting to check on general progress. I might also write new copy for our labels or come up with ideas for our website upgrade.

What is your working environment like?

Amazing! The office is open plan and people can sit wherever they want to work. Many people work from home some of the time. If I am in the office, it tends to be from 8am to 6pm.

What do you enjoy most about the job?

Working with friends and the freedom to work from home now and then. It's also good that everyone is working towards a common goal. Creating a product that is good for people makes it worthwhile.

Do you need any special qualities?

Common sense really is the best skill to have. A degree in marketing might help you, but it's not essential. For me, it is important to find a company that you can believe in.

John's route

  • Taught English in Asia for two years.
  • Joined the company in its early days, making deliveries, writing ads and doing all the general jobs.

John's tips

  • Be prepared to join a company at the bottom and work your way up to the job you want.
  • It is easy to get carried away when devising marketing and promotional plans.
  • Put yourself in the shoes of a customer to ensure these plans are realistic.

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Salary of a Brand manager

  • Marketing or brand management trainees might start on anything from £12,000 to £16,000.
  • Brand managers earn from £24,000 upwards.
  • Depending on the company they work for, a good brand manager, or branding consultant working for an agency, can earn £60,000 or more

There are several ways of starting a career in marketing. You can:

  • join a marketing department as a graduate trainee
  • start as a marketing assistant
  • move into branding from another part of the business
  • join an agency that specialises in brand design and consultancy.
  • The Chartered Institute of Marketing (CIM) offers the Postgraduate Diploma in Marketing.
  • Many universities offer degrees and postgraduate qualifications in marketing, branding and marketing related subjects.
  • There are NVQs/SVQs in marketing.
  • The Communication Advertising and Marketing Foundation (CAM) offers six Advanced Certificate courses.
  • To get on a course you need at least five GCSEs/S grades (A-C/1-3), although many students have a degree.
  • You can also study the programme part-time, once you've joined an agency.

Modified: 16 June 2013

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