Brand Manager Job Description
Use this template to create a clear, outcome-focused job advert for a Brand Manager. It covers practical responsibilities, realistic essential criteria and candidate questions that help attract marketers who can shape brand strategy, lead creative delivery and measure commercial impact.
What does a Brand Manager professional do?
Leads brand strategy and creative execution to build awareness, preference and measurable commercial results.
Brand Manager job description template
Use this employer-ready example as a starting point, then replace the placeholders and adjust the content so it accurately reflects your vacancy.
Brand Manager
About the role
[Company Name] is seeking a Brand Manager to develop and deliver the strategy for [brand/product line]. You will own brand positioning, creative briefs and activation across channels, working with agencies and in-house teams to drive awareness and sales. This is a [permanent / fixed-term] role based in [Location or 'Hybrid'] offering [Salary or salary range] and [key benefit, e.g. flexible working].
Key responsibilities
- Define and maintain clear brand positioning, messaging frameworks and visual identity guidelines.
- Develop multi-channel brand plans and annual calendars that align with commercial objectives.
- Write creative briefs and manage relationships with agencies, designers and external partners.
- Coordinate cross-functional execution with marketing, product, sales and e-commerce teams.
- Monitor brand performance using relevant metrics (awareness, preference, NPS, consideration) and translate insight into optimisation.
- Manage brand budgets and ensure campaigns deliver ROI and spend controls.
- Oversee creative QA to ensure all outputs meet brand and legal standards.
- Lead internal stakeholder updates and present campaign results and learnings to senior management.
Essential skills and experience
- Proven experience in brand or marketing roles, typically 3+ years owning brand activity or product marketing.
- Practical experience developing brand positioning, messaging and creative briefs.
- Strong stakeholder management with experience coordinating agency and in-house teams.
- Ability to use data to measure brand health and campaign performance and turn insight into action.
- Excellent written and verbal communication skills.
- Experience managing budgets and delivering campaigns on time.
Desirable
- Experience working with creative agencies and media/paid teams.
- Familiarity with digital marketing channels (social, paid media, email) and basic analytics tools.
- Portfolio of campaign work or case studies demonstrating measurable impact.
- Experience in e-commerce, retail or fast-moving consumer goods (FMCG).
- Proficiency with creative tools (Adobe CC) or content management systems.
- Experience of international or multi-market brand rollouts.
What we offer
- [Competitive salary — insert range]
- [Pension scheme — insert details]
- [Flexible or hybrid working arrangement]
- [Annual leave entitlement — insert days]
- [Professional development / training budget]
- [Health and wellbeing benefits — insert details]
How to apply
Apply with your CV and any additional information requested. Make the interview process, closing date and any assessment stages clear where known.
Use this as a starting point rather than a final advert. The strongest version will reflect the real role, salary, location, systems, responsibilities, benefits and working arrangements.
What is a Brand Manager role?
A Brand Manager develops and protects a brand’s positioning, visual identity and tone across customer touchpoints. They plan and coordinate campaigns and creative work, manage agency and internal relationships, control brand budgets and use measurement to improve reach and commercial outcomes. The role balances strategic thinking with hands-on management of activations and ongoing brand health monitoring.
Strategy & Positioning
Set clear brand purpose, target audiences and differentiators that guide communications and product decisions.
Creative Leadership
Commission and brief creative work, ensure visual and verbal identity consistency across channels.
Performance Measurement
Track brand metrics and campaign KPIs, produce insight-led recommendations to improve effectiveness.
Cross-functional Delivery
Coordinate marketing, product, sales and external partners to execute campaigns and product launches.
Typical Brand Manager responsibilities
Responsibilities should reflect the real scope of the vacancy rather than every task someone in this profession might ever complete.
Define
Define and maintain clear brand positioning, messaging frameworks and visual identity guidelines.
Develop multi-channel brand plans
Develop multi-channel brand plans and annual calendars that align with commercial objectives.
Write creative briefs
Write creative briefs and manage relationships with agencies, designers and external partners.
Coordinate cross-functional execution with marketing,
Coordinate cross-functional execution with marketing, product, sales and e-commerce teams.
Monitor brand performance using relevant
Monitor brand performance using relevant metrics (awareness, preference, NPS, consideration) and translate insight into optimisation.
Manage brand budgets
Manage brand budgets and ensure campaigns deliver ROI and spend controls.
Oversee creative QA
Oversee creative QA to ensure all outputs meet brand and legal standards.
Lead internal stakeholder updates
Lead internal stakeholder updates and present campaign results and learnings to senior management.
Brand Manager skills and experience to look for
Keep the essential list focused on what the person really needs to perform the role. Move useful-but-trainable experience into desirable criteria.
Usually worth prioritising
- Proven experience in brand or marketing roles, typically 3+ years owning brand activity or product marketing.
- Practical experience developing brand positioning, messaging and creative briefs.
- Strong stakeholder management with experience coordinating agency and in-house teams.
- Ability to use data to measure brand health and campaign performance and turn insight into action.
- Excellent written and verbal communication skills.
- Experience managing budgets and delivering campaigns on time.
Useful where relevant
- Experience working with creative agencies and media/paid teams.
- Familiarity with digital marketing channels (social, paid media, email) and basic analytics tools.
- Portfolio of campaign work or case studies demonstrating measurable impact.
- Experience in e-commerce, retail or fast-moving consumer goods (FMCG).
- Proficiency with creative tools (Adobe CC) or content management systems.
- Experience of international or multi-market brand rollouts.
See our guide to what to include in a job advert before publishing.
How to write a Brand Manager job advert
Small role-specific details can make the advert much easier for suitable candidates to assess.
Lead with outcomes
Describe the commercial objectives the role must deliver (brand metrics, awareness, sales, market share) rather than vague responsibilities.
Be specific about autonomy
Clarify budget authority, agency management responsibilities and decision-making level to attract the right seniority.
Request tangible evidence
Ask candidates to include a short portfolio or 1–2 case studies showing their role, the challenge, actions and measurable results.
Use realistic essential criteria
Save desirable skills for the secondary list. Make only genuinely required expertise mandatory to avoid narrowing the candidate pool unnecessarily.
Brand Manager salary considerations
Rather than a single market figure, brand manager pay varies by employer. Include a salary range that reflects the role’s seniority and responsibilities; this helps set expectations and improves candidate response rates.
depending on experience
- Use a genuine range
- Separate variable pay
- Avoid “competitive” alone
- Match salary to seniority
What Brand Manager candidates will want to know
Practical details can influence whether a suitable candidate applies, even when the title and salary are attractive.
What is the current brand positioning and who are the main competitors?
Experienced candidates need to understand how the brand sits in market and the scale of competitive challenge before applying.
What budget and agency relationships will this role manage?
Candidates want clarity on budget size, contractual responsibilities and which external partners they will be expected to lead.
What are the first-year objectives and KPIs?
Clear initial goals (e.g. awareness uplift, brand tracking targets, sales contribution) help candidates assess role fit.
What is the team structure and reporting line?
Applicants will check whether they hire direct reports, work with cross-functional peers, and who they report to.
Is the role office-based, hybrid or remote?
Location and working pattern affect candidate availability and expectations about in-person collaboration.
How much creative autonomy will the Brand Manager have?
Top candidates want to know whether they will set creative direction or primarily manage delivery of pre-defined briefs.
Where to post a Brand Manager job
This role suits a mix of broad and specialist channels. Use national job boards and professional networks such as LinkedIn to reach experienced marketers, advertise on sector-specific marketing and creative job sites for agency-experienced candidates, and share through industry groups or alumni networks for targeted reach. If the brand has a strong creative element, promote the vacancy in designer and creative communities; for retail or e-commerce brands, include industry publications and specialist marketing channels.
Related marketing & communications job descriptions
Recruiting for a slightly different role? These templates may be a closer fit.
Brand Manager job description FAQs
How senior should the Brand Manager be?
Match seniority to scope: a Brand Manager with 3–5 years’ experience is suitable for single-brand or campaign ownership; a more senior hire is needed where the role includes multiple brands, international rollout or P&L responsibility.
Do I need to require a marketing degree?
No. Practical experience and demonstrable campaign outcomes are more important than a specific degree; make formal qualifications desirable rather than essential unless required by your sector.
What should I ask for in applications?
Request a short portfolio or two case studies showing the candidate’s role, approach and measurable results alongside a CV to evaluate both strategic and executional capability.
How long does a typical hire take?
Allow 4–8 weeks from posting to offer for mid-senior brand roles, longer if you run multiple interview stages or require task-based assessments.
Should I include a technical skills test?
Practical tasks (e.g. critique a brief or outline a 90-day plan) can reveal thinking and prioritisation; keep tests time-bound and focused on job-relevant outputs.
What's the difference between a Brand Manager and a Marketing Manager?
Brand Managers focus on positioning, identity and long-term brand health; Marketing Managers often cover channel execution, demand generation and campaign delivery. Roles overlap and titles vary by organisation.
Ready to publish your Brand Manager vacancy?
Customise the advert copy and essential criteria to reflect your brand’s priorities, include a clear salary range and required seniority, and share the vacancy across general and specialist marketing channels to attract the right talent.
