The concept of “brand” today is not a highly specialized term, but a widely used concept, known to any consumer and associated with a name or name, behind which stands a whole set of characteristics. They are the ones who build the buyer’s trust in the product or service.
And this fame and recognition is ensured by the brand manager - a specialist responsible for the development and development of the brand, and ensuring customer loyalty to it.
About the document
A job description (JI) belongs to the category of internal regulatory documentation, the development of which is not mandatory from the point of view of labor legislation.
Purpose of compilation
For any organization, it is important to formalize the relationship between employer and employee. The development of a DI is the starting point for the formation of clear requirements for the experience and skills of a specialist holding the position of brand manager, allowing the employee’s responsibilities to be specified as much as possible.
What regulations governs
For the position of “brand manager”, the professional standard “Marketer” is currently being developed. After its adoption, all organizations will be able to use the text of the document in order to create their own DI for this position.
When developing instructions, it is necessary to use the internal provisions and regulations of the enterprise regarding:
- business processes in which the employee is included and within the framework of which he performs his duties;
- basic provisions for organizing marketing processes, concepts in the field of marketing;
- regulations regarding the development and promotion of the brand, the use of the company’s brand book when working with partners;
- general regulations on the organization and control of the activities of enterprise personnel.
Main types
An organization, when creating a job description, has the right to independently choose the form of the document, determine its structure and content.
With regard to DI for a brand manager, the employer can draw up general or standard instructions that apply to a specialist working as a brand manager in different areas. This document format is used if the responsibilities of these specialists are identical.
If we are talking about a highly specialized specialist whose duties are not repeated in the functionality of the positions of other marketing specialists, then it is necessary to develop an individual DI. For different companies, the content of the instructions will differ, taking into account the industry specifics of the company and the responsibilities performed by the specialist.
Also, when choosing a DI form, organizations can choose and create their own form, which will reflect the basic requirements of the position for a specialist.
Who should compile
The most effective option for drawing up instructions is to organize a working group, which should include:
- or ;
Wherein:
- The manager forms the job requirements for the employee, determines the functionality, describing in detail the employee’s responsibilities.
- HR specialists are responsible for the DI form, if necessary, adjust the text proposed by the manager, and coordinate the changes with him.
- The task of the legal adviser is to analyze the document for compliance with the requirements of labor legislation.
The final stage of development of a DI is its approval and signing.
Functions
A well-written job description is used in the following processes:
- department personnel management;
- assessing the quality of performance of duties by the employee;
- searching and hiring new specialists;
- adaptation of employees in the workplace;
- forming a system for assessing employees for compliance with the requirements of the position;
- formation of a personnel reserve.
Positions of the job description of a brand manager
The instructions for the position of brand manager must contain comprehensive information about the requirements for a specialist.
Are common
The structure of this section should include the following data:
- Title of position and department.
- Information about subordination, position of immediate and functional manager.
- Working interaction between the employee and employees of other departments.
- Requirements for education and work experience, which, as a rule, require the employee to have a higher marketing education and work experience of at least 2-3 years in a similar position.
Objectives of the position
If a brand manager is responsible for brand development, then the goal of his work should be to increase customer loyalty to the brand, increase recognition of a product or service among the target audience, increase sales figures or market share.
Requirements for knowledge and skills
To fulfill his duties, a brand manager must have a good knowledge of the industry market and be able to assess its capacity, have information about competitors, know and be able to apply marketing research techniques, master data processing and analysis methods, be able to plan and implement various types of marketing activities.
Job responsibilities
- A brand manager can perform brand development tasks or be responsible for its development from scratch. In the second case, such specialists usually work in manufacturing companies.
- Responsible for developing a brand, a specialist must create its history and philosophy, work on creating a logo and brand book.
- Organizing and conducting marketing research is a responsibility included in the functionality of almost any brand manager. To carry it out, he must prepare research plans, select partner companies to conduct them, process the results obtained and prepare proposals for further actions taking into account the data obtained.
- One of the key functional areas of the specialist is brand development and promotion. As part of this function, the employee determines the promotion strategy, selects forms and methods for its implementation, prepares documentation on the process, and conducts training for sales department employees to work under affiliate programs with the organization’s clients.
- In order to develop a brand, a specialist creates a marketing plan and the budget necessary for its implementation, prepares reports on budget expenditures and evaluates the effectiveness of the results obtained.
- One of the employee's responsibilities may be to participate in brand pricing. To do this, he organizes or independently monitors competitors' prices, monitors the actions of dumping companies, and develops a system of discounts and bonuses for the company's clients.
Rights and responsibilities
To fulfill his duties, the brand manager is given the right to receive information from related departments, interact with third-party organizations, and prepare proposals for improving the company’s performance.
The specialist's area of responsibility includes the following obligations:
- provide up-to-date information about the market, product and competitors,
- maintain the confidentiality of information about the methods and techniques of the enterprise’s marketing activities,
- provide the management of the organization with information on the results of its activities in a high-quality and timely manner.
A lot of useful information for a band manager is presented in this video:
BM assistant DI positions
A brand manager's career often begins as an assistant brand manager. When developing a DI for the position of assistant, it is necessary to determine:
- his subordination to the brand manager;
- requirements for experience and education, which, as a rule, are much softer, since an employee without work experience can be invited to this position immediately after graduating from a university.
If, when determining knowledge and skills for the position of a brand manager, we are talking about developed skills in the professional field of activity, then for an assistant the most important qualities are: learning ability, ability to work with information, good user skills when working with a PC.
The brand manager profession appeared not so long ago, but it plays a significant role in the success of a business. Many companies have been in need of such specialists for a long time and the demand for them is quite high today. A brand manager is the person who is one of the key drivers of the work process in every company. What exactly functions does it perform and why its activities are so important, we will consider in this article.
Basic concept of profession
The position of brand manager was created so that a specific employee is responsible for the development and promotion of a brand in the market. His direct task is to ensure competent positioning of the brand to increase demand for the product, and accordingly increase the company’s profit. In many organizations, responsibilities may vary depending on the direction of the company's activities, but they all have similarities in one main task - to make the brand recognizable and in demand.
The area of responsibility of this profession is directly related to marketing. In most cases, the brand manager is subordinate to the marketing director, but at the same time, lower-level managers may be subordinate to him. The joint efforts of these two departments usually form the brand development technology.
The development of the profession itself does not stand still. Over the years, the working functionality has expanded and acquired new types of profiles. For example, in some companies the brand manager may act as a communications specialist, establishing a connection between the product and the potential consumer; in other cases, he engages in market analysis and competitor research.
Direct obligations
Each company has its own specifics of work. It depends on the requirements what specific functions the employees will perform.
The main functions of a brand manager can be divided into several main categories:
- Brand development. Careful planning of all components of the brand and its positioning. Logo development, naming, corporate identity, slogan, brand history, development plan.
- Drawing up and planning of a marketing budget. The specialist must understand what exactly the allocated funds will be used for and correctly plan financial investments for promotion.
- Development of marketing activities. Organization and control of advertising events in order to attract the attention of the audience.
- Development of strategy and pricing. Establishing sales channels, preparing price lists and advertising materials. Timely entry and adjustment of prices.
The responsibilities of a brand manager include:
- Studying the features of the promoted product, identifying strengths and weaknesses.
- Conducting market analysis, trends, new products.
- Determining the target audience and segments of need.
- Interaction with manufacturers and suppliers.
- Introducing new products to the market.
- Developing a strategy for promoting the product.
- Determination of auxiliary tools for promotion (advertising, presentations, etc.).
- Development of pricing policy, forecasting sales volumes.
- Organization of sales channels.
- Determining product positioning among consumers.
- Identification of positive and unsatisfactory parameters.
- Demand tracking.
- Ensuring control of the full-fledged brand promotion process.
- Working with managers, conducting trainings and consultations.
- Writing and publishing news articles.
- Preparation of reports for management.
The duties and responsibilities of a brand manager may vary from company to company, but those looking to enter the field are advised to learn and gain experience in all aspects.
What knowledge is required for the job?
Requirements for future specialists:
- Having a higher education in the field of marketing and advertising. Perhaps some organizations are considering a candidate with an economic education.
- Most often, a person who already has experience in brand management is hired as a brand manager.
- Knowledge of marketing basics.
- Fundamentals of doing business and market economics.
- Ability to develop business plans and business contracts.
- Understanding pricing methods and generating demand for goods.
- Knowledge of the basics of psychology and sales principles, experience in sales is desirable.
- Knowledge of assortment classifications, purpose of products, brand features.
- Knowledge of a foreign language at the highest level.
- Ethics of business communication.
How the work process is structured
Despite such a vast scope of tasks, it is still difficult to imagine in a structured way what a brand manager does during his work. First of all, this specialist is the engine of the brand. That is, all the tasks that he performs must be implemented for only one purpose - promotion of the brand.
You can promote your brand in different ways. One of the most effective is creating an advertising project that will attract the audience to the product. The company allocates a budget for promotions. What exactly and in what quantity the finances will be distributed is decided by the brand manager, coordinating the decision with management. He works with marketing and advertising departments, analyzes and plans promotion, and allocates the budget.
A professional must have a good understanding of advertising and public relations as he helps the sales team make successful sales. The difference is that sales managers directly sell the product and find clients, while the brand manager enhances its positioning so that consumers know about it and want to buy it.
In the process of work, the specialist is guided by market analysis, audience needs, and research of competing companies. It also provides support for the product, that is, it maintains its competitiveness and is engaged in its development.
Importance of work
For every company, its importance and reputation in the market are important. Everyone is trying to compete with each other, constantly improving their products. A brand is the face of a company. Its successful promotion will bring the company greater profit and recognition, but a big business is built on a multi-structured platform, consisting of many different departments that support the company's activities.
A brand manager is one of the key positions, responsible for the very “heart” (product), around which all other work revolves. As a rule, if a product is not in demand, the life of the organization is at risk, since without sales in the required quantity, it is not able to recoup its own expenses. Positioning and promotion of a product is inextricably linked to its sales. To do this, you need an employee who is ready to be responsible for the success of the brand. This is why the work and skills of a brand manager are highly valued.
How to become a specialist
To start a promising career in this field, first of all, the candidate must meet the requirements of the applicants. Relevant higher education will be a mandatory criterion. A related requirement will be the ability to understand the specifics of production and adequately assess the company’s capabilities in order to set achievable goals.
To work in this area, the candidate will need knowledge of such disciplines as: economics, management, marketing, advertising and PR, sales.
The average age of readiness for such a level of responsibility, according to statistics, varies from 28 to 35 years.
Career
The demand for reliable specialists is only increasing. For this reason, the prospects for a career as a brand manager look quite bright. Usually, if one company limits employees' ability to develop further, then there will be no problem finding another company that needs a new project and a fresh mind. After all, there are countless products, but there are not enough creative ideas for them.
The next stage in your career growth may be the position of head of the marketing department or general director. The experience gained at this job can be so rich that it will even allow you to start opening your own business.
Pros and cons of the profession
Positive sides:
- Creative and varied work.
- High profit payment.
- High demand for personnel.
- Possible trips abroad.
- Rapid development.
- Lots of communication and new acquaintances.
- Gaining valuable experience.
- Prospects.
Negative points:
- A lot of work.
- Lots of stressful situations, tension.
- Irregular schedule.
- Possible processing.
- Huge responsibility.
- Required experience.
What personal qualities will help you achieve success?
What a brand manager does requires great communication skills. Many professional skills can be learned, but you can’t always force yourself to love your job. Communicative people who love communication and new acquaintances will find it easiest to cope with their responsibilities. The work of a brand manager requires active interaction with people, the ability to negotiate, and develop partnership qualities. In addition, personal qualities such as:
- Non-standard thinking.
- Ability to manage a team.
- Organizational skills.
- Self confidence.
- Good memory, attentiveness.
- Analytic mind.
- Demandingness.
- Determination.
- Stress resistance.
Education
To understand all the specifics of this industry and the opportunity to build a career, you can get an education at any institute in the Russian Federation. Areas that will prepare you for this profession:
- Advertising management.
- Marketing.
- Management, management.
- Enterprise economy.
- Marketing in trade.
If higher education has already been obtained in another field, there are special, narrowly focused courses. Many business schools offer courses in the area of brand manager or marketer.
Before work, you should familiarize yourself with the basics of branding, brand strategy, verbal and visual identity. Having mastered these skills, you can learn many useful aspects for work, for example:
- Develop a brand communication strategy.
- Plan an advertising campaign.
- Develop a corporate identity and brand book.
- Research the market and consumer preferences.
- Conduct strategy analytics and much more.
In the same way, you can improve your professional level by attending trainings and seminars on brand management.
Income
In most cases, the salary level depends on the success of the company, but by general standards, the salary range for 2018 is from 50,000 to 100,000 rubles. in Moscow. In other regions today, brand managers earn from 35,000 to 60,000 rubles.
- The brand manager is a member of the regional sales department.
- A person with higher education and work experience in a similar position for at least 1 year is appointed to the position.
- The decision on hiring and dismissal is made by the director of the Alice-Plus company in agreement with the manufacturer.
- The brand manager reports directly to the regional manager.
- The contract for the work of a brand manager with a manufacturer is concluded for a period of at least 2 years.
- 2. Job responsibilities:
The brand manager should:
- organize the supply and sale of manufacturer's brand products;
- know and implement the concept, interests and policies of the manufacturer, promote and strengthen the image and prestige of products under this brand and the manufacturer itself. Do not allow your actions or inactions to discredit the brand, employees and the manufacturer as a whole;
- carry out independent planning of actions for the upcoming period (a month or two weeks), present this plan to the regional manager for approval and comply with it;
- constantly study the dynamics of consumer demand and market conditions affecting the sale of products;
- develop distribution in the retail network. Organize and support the distribution mechanism for the manufacturer’s products;
- exercise control over the movement of goods - be present when customers accept products, control the conditions of storage and transportation of products;
- provide comprehensive assistance to customers in the continuation of the manufacturer's products;
- develop and implement new trading mechanisms taking into account changing market conditions and specifics;
- conduct and develop marketing activities, monitor the use and placement of advertising materials;
- know information and existing competitive products in the region. Know and track trends in sales of distributors of competitive or similar products, know the schemes and conditions of their supply;
- together with the regional manager, develop a technology for interaction with the distributor to create and maintain conditions that allow the manufacturer’s products to be included in the distributor’s main product range;
- regardless of the distributor, know and have a list of all buyers;
- monthly submit an updated customer base in the prescribed form to the regional manager;
- engage in merchandising with customers, train them in this matter on the manufacturer’s products;
- provide customers with the necessary promotional products from the manufacturer;
- provide the regional manager with a report on claims regarding the quality of the manufacturer’s products once a month;
- Conduct a monthly analysis of product sales. Maintain appropriate statistical and reporting documentation and submit it to the regional manager in a timely manner;
- not to disclose information that constitutes a trade secret of the manufacturer.
During the work of the manufacturer and Alice-Plus LLC:
- participate in the formation of monthly plans for turnover, development and promotion of goods;
- know, comply with, control and provide comprehensive assistance in compliance with all agreements, regulations and other issues related to cooperation between the manufacturer and Alice-Plus LLC;
- solve operational tasks and problems during the work of the manufacturer and Alice-Plus LLC in order to move the manufacturer’s products;
- know and monitor compliance with product delivery conditions (credit limit, deferred payment);
- control the availability of the required quantity and range of products (including advertising) in the distributor’s warehouse. Maintain a weekly and monthly report on the movement of products through the distributor’s warehouse in the prescribed form for presentation to the regional manager;
- monitor and regulate the movement of manufacturer's products from Alice-Plus LLC along the chain: order - delivery - payment - order. This refers to the movement of products between the distributor and the stores;
- conduct trainings and consultations for distributor employees and customers on manufacturer’s products;
- inform sales staff and key customers about changes and additions to the assortment, quantity of goods and prices;
- jointly or independently of sales representatives, visit stores in order to control distribution, position products on the shelf, attract new customers, resolve conflict situations, marketing and advertising events;
- develop activities for the sale of hard-to-sell products and implement them in agreement with the manufacturer and the Alice-Plus company.
- 3. Rights:
The brand manager has the right:
- Represent the interests of the manufacturer and Alice-Plus LLC within the framework of the job description.
- Submit proposals for improving the activities of the manufacturer and Alice-Plus LLC for consideration by management.
- Interact with the structural divisions of Alice-Plus LLC.
- Use the property of the manufacturer and Alice-Plus LLC to perform official duties.
- Participate in all activities of the manufacturer and Alice-Plus LLC that contribute to the performance of his job duties.
- 4. Responsibility
The brand manager is responsible for:
- Improper performance or failure to fulfill one’s official duties as provided for in these instructions, within the limits determined by the current labor legislation.
- Offenses committed in the course of carrying out their activities, within the limits determined by the current administrative criminal and civil legislation of the Russian Federation.
- 5. Brand manager salary
- The salary is set to ___________ per month. Pays __________.
- Bonuses are paid as a percentage of wages in the following cases:
2.1. Implementation of a plan - _____%;
2.2. Attracting new customers - _____%;
2.3. Attracting 10 customers per month - _____%;
2.4. For constant cooperation with the Alice company (2 years) - ____%;
2.6. For increasing sales volumes of hard-to-sell goods - ___%;
2.7. For expanding and maintaining the buyer’s product range - _____%;
2.8. For exceeding the sales plan - _____%;
2.9. For attracting new customers outside the region - _____%;
2.11. For innovative proposals - _____%.
- Deprivation of bonuses to a brand manager is made as a percentage of wages in the following cases:
3.1. Failure to fulfill the plan - ____%;
3.3. For a decrease in sales volumes - _____%;
3.4. For reducing the buyer’s assortment - _____%;
3.5. For a decrease in trade turnover - ______%;
3.6. For failure to carry out promotions and tastings for this assortment according to plan - ____%.
Brand manager- an employee on whom the success of any product on the market depends. In our brand manager job description the responsibilities of this specialist are spelled out, which include: market analysis, development of a brand promotion strategy, coordination of product merchandising. Today brand manager plays a key role in the success of a business.
Job description of a brand manager
I APPROVED
CEO
Last name I.O. ________________
"________"_____________ ____ G.
1. General Provisions
1.1. A brand manager belongs to the category of managers.
1.2. Appointment to the position of brand manager and dismissal from it are made by order of the head of the enterprise.
1.3. The brand manager reports directly to the commercial director or head of the marketing department.
1.4. During the absence of the brand manager, his rights and responsibilities are transferred to another official appointed in the prescribed manner. This person acquires the corresponding rights and is responsible for the proper performance of the duties assigned to him.
1.5. A person with a professional (economic) education, additional training in management and marketing, and work experience in the field of trade management and marketing is appointed to the position of brand manager.
1.6. A brand manager should know:
- laws and regulatory legal documents regulating the implementation of entrepreneurial and commercial activities;
- market economy, entrepreneurship and the basics of doing business;
- market conditions;
- assortment, classification, characteristics and purpose of goods;
- pricing methods, pricing strategy and tactics;
- basics of marketing (marketing concept, basics of marketing management, methods and directions of market research);
- patterns of market development and formation of demand for goods;
- theory of management, macro and microeconomics, business administration;
- basics of advertising, forms and methods of conducting advertising campaigns;
- basics and principles of PR technologies;
- psychology and principles of sales;
- brand features, production technology;
- the procedure for developing business plans and commercial terms of agreements and contracts;
- trade and patent legislation;
- ethics of business communication;
- rules for establishing business contacts;
- fundamentals of sociology and psychology;
- foreign language;
- enterprise management structure;
- methods of information processing using modern technical means of communication and communications, computers.
1.7. The brand manager is guided in his activities by:
- legislative acts of the Russian Federation;
- the company’s charter, internal labor regulations, and other regulations of the company;
- orders and instructions from management;
- this job description.
2. Functional responsibilities of a brand manager
The bank's brand manager performs the following job responsibilities:
2.1. Studies the features of the promoted product, analyzes consumer requirements for the product based on the results of marketing research.
2.2. Carries out market analysis, determines target consumer market segments for product offerings.
2.3. Develops a strategy for promoting a product on the market, taking into account proposals from marketing and advertising departments for advertising campaigns, exhibitions, presentations, and other PR campaigns.
2.4. Organizes product presentations to potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).
2.5. Develops a pricing policy for the product, determines the terms of sale of goods (systems of discounts and benefits for certain groups of buyers).
2.6. Forecasts sales volumes.
2.7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise in the first stages of product promotion and develops proposals to minimize them.
2.8. Develops product sales schemes (from the creation of new sales divisions to the reconstruction of existing sales channels).
2.9. Organizes contractual work in the product department, keeps records of payment transactions, analyzes operational data on sales results.
2.10. Coordinates product merchandising.
2.11. Monitors the position of the product on the market (progress of sales of the product, demand for it), determines and analyzes the attitude of consumers towards the product.
2.12. Identifies unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reports them to the design, technological and production departments to adjust the product and give it new consumer properties.
2.13. Monitors the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar competitors' products.
2.14. Coordinates and controls the work of subordinate employees.
2.15. Prepares reports to the management of the enterprise on the work done.
2.16. Performs other related duties to promote and sell the product.
3. Rights of a brand manager
The brand manager has the right:
3.1. Independently determine the forms and methods of promoting the brand and establishing business relationships with consumers.
3.2. Sign and endorse documents within your competence.
3.3. Request personally or on behalf of the immediate supervisor from heads of departments of the enterprise and specialists information and documents necessary to perform his job duties.
3.4. Get acquainted with the documents defining his rights and responsibilities for his position, criteria for assessing the quality of performance of official duties.
3.5. Submit proposals for improvement of work related to the responsibilities provided for in these instructions for consideration by management.
3.6. Require the management of the enterprise to provide organizational and technical conditions and prepare the established documents necessary for the performance of official duties.
4. Responsibility of the brand manager
The brand manager is responsible for:
4.1. Improper performance or failure to fulfill one's job duties as provided for in this job description - within the limits established by the current labor legislation of the Russian Federation.
4.2. Offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
4.3. Causing material damage to an enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.
