BRAND MANAGER JOB DESCRIPTION
Reviewed by Lam Nguyen under Editorial Standards
Updated: Mai 25, 2025 - We are seeking a Brand Manager focused on brand acquisition, agency management, and packaging redesigns, endowed with expertise in shipment/consumption reporting, pricing strategies, and ROI evaluations. The role demands a deep understanding of market dynamics, consumer insights, and competitive strategies to craft and implement action plans that enhance volume, market share, and profitability. Crucial to this position are strong leadership qualities and the ability to work closely with the Commercial Team to drive brand priorities forward.
An Overview of Brand Manager Job Description Responsibilities and Qualifications
1. The Brand Manager will specifically focus on the acquisition of a new brand, agency management, packaging redesigns, and incorporating into the current portfolio. The Brand Manager will have 4+ years brand management experience within a CPG environment and strong understanding of shipment, consumption reporting across brands and retail accounts, pricing strategy, and ROI evaluations.
Brand Manager Duties and Responsibilities:
- Develop effective brand communications to drive growth
- Lead execution of consumer marketing programs
- Work cross-functionally with teams and vendors
- Ensure consistency across all consumer-facing materials
- Create new product initiatives to grow brand segments
- Responsible for packaging development and execution
- Internal communication amongst brand teams and sales
- Collaborate with brand teams to ensure alignment
- Evaluate ROI of marketing campaigns
- Track and analyze brand performance goals
- P&L Responsibility to achieve brand financial goals and objectives
Brand Manager Skills, Experience, Qualifications:
- Bachelor’s degree in marketing/ business, or related field.
- 5 years related work experience
- Experience in brand marketing manager (online/offline).
- Familiar with digital content industry and partners in EU market
- Have an understanding of the EU country market for Consumer Digital Services.
- Proficiency with Microsoft Office (Excel, Word, PPT, Outlook), and basic skill of using Adobe Photoshop
- Excellent communication skills and management skills
- Passionate and ready for the challenge, strong teamwork skills
- Proficient in English
- Self-starter, a true team player, able to work in a fast-paced environment
- Proven success in working within a globalized multicultural organization.
2. As Brand Manager, based on a thorough understanding of the consumer, the brand, its market and competition, you recommend and execute brands strategy and action plan to meet and beat the agreed objectives in terms of volumes, market share and profitability. You report to the Group Brand Manager Essential Brands within the Marketing department.
Brand Manager Functions:
- Perform a range of activities to effectively market assigned products, such as executing product development and design, setting prices, launching new products, implementing consumer and ethical advertising campaigns and promotions, and monitoring sales performance.
- Monitor, analyze, and evaluate market trends, consumer behavior, and competitor activity to identify market opportunities for the product
- Monitor, analyze and evaluate product performance and customer feedback to generate new product ideas, identify product features that need to be changed to meet customer needs and liaise with other areas of the organization to implement these changes.
- Assist in preparing sales forecasts and budgets, monitor sales volume, revenues and costs against forecasts, and adapt the plant to improve the sales performance of the product.
- Conduct product training and develop detailing pieces to support the trade / ethical sales team in delivering key product message to the target audience
Brand Manager Qualifications:
- University degree in Marketing or related discipline
- Minimum 2-5 years’ professional working experience in consumer marketing (above the line advertising + ground activation programs) in healthcare or FMCGs environment
- Experience in ethical/HCP marketing will be an advantage
- Able to multi-task and operate in a regulated environment (both external & internal)
- Good interpersonal, presentation and cross-functional skills
- Strong analytical skills with a positive attitude and a good team player
3. The primary focus of the Brand Manager, Marketing role is to successfully innovate, launch & manage the brilliant consumer & customer marketing execution of the Canna Farms group of brands. The ideal candidate has strong skills/experience in driving awareness for brands through multiple channels in a highly regulated environment.
Brand Manager Roles and Responsibilities:
- Business & Marketing Plan Creations: Assist/develop the annual Marketing Plan for assigned brands
- Shape brand strategy, pricing & positioning along with the rest of the Commercial Team
- Ensure compliance ladders up to overall Commercial Strategy for Canna Farms
- Monitoring & Analysis: Continuously track & analyze current performance in context to the broader industry/category & have the ability to isolate key insights, issues & opportunities
- Measure key performance indicators (KPIs) vs. marketing objectives & reporting to leadership on progress vs. those targets, with an eye to how to course-correct if KPIs are not being met
- Create learning plans where necessary & work-with research firms to develop answers to key strategic questions
- Ongoing ability to determine specific simplified actions to keep solving issues & take advantage of opportunities – works well under minimal supervision
- Continuously look to the future at consumer & customer trends for product opportunities for Canna Farms
- Brilliantly execute the annual marketing plan focusing on the business drivers of consumer communication, physician advocacy & sales distribution, ensuring objectives are met
- Recommending necessary adjustments to the plan to achieve business goals
- Work closely with the sales team to achieve commercial objectives by providing them with appropriate tools, materials & presentations
- Manage social media presence & CRM/email marketing programs to improve sales, social media reputation & brand awareness/consideration
- Agency Management: Manage Canna Farms’ external partner agencies who provide marketing services to Canna Farms, inspiring them to create outstanding work that produces results
- Become familiar with Cannabis Regulations in Canada/Globally & how products are produced, distributed & sold in Canada/Globally
- Liaise with Canna Farms Leadership Team to provide input that all external materials are compliant & consistent with corporate standards
- Organize company conferences, trade shows & major events
- Provide input & insights into future potential products & manage the launch of the existing pipeline of products
Brand Manager Skills, Abilities and Experience:
- Ability to influence others in the organization & lead multi-disciplined teams
- Strong commercial ability to ‘make the number’ & manage resources to ensure targets are achieved
- A good understanding of how to build brands from scratch & executing a consumer-oriented business plan
- Constantly looking to the future for trends & how to take advantage of potential opportunities & deal with challenges
- Ability to build a strong business plan, look at the big picture & develop solutions for brand/business issues & opportunities
- A hunger & drive to succeed + someone who is willing to ‘act like an owner to achieve results
- Work well in a small start-up environment with a willingness to ‘get things done’
- Understand a performance management culture & the importance of customer needs & brilliant execution
- 2+ years marketing experience; time spent in a highly regulated environment &/or experience in medical OTC products, experience with National & Regional chains across Canada, particularly with pharmacy chains an asset
- The ideal candidate is familiar/experienced with the Cannabis culture in Canada
- Fluent & active in relevant social media platforms & applications
- Effective time management skills & the ability to multitask
- Strong copy-writing skills & attention to detail
- Professional & proactive work ethic; high integrity
- Positive attitude
- High competence in project & management with the ability to ‘roll up your sleeves
- Excellent interpersonal, written & verbal communication skills
- High level of competence & comfort with Excel, PowerPoint
4. The Brand Manager's role demands robust leadership abilities and effective collaboration across different functions to propel the main objectives of the brand alongside the Commercial Team. This position involves tight integration with departments responsible for revenue generation, contributing to the creation of new pathways, products, and services. Additionally, it entails servicing internal departments to ensure the brand's consistency is upheld in both application and execution in response to their needs.
Brand Manager Duties and Responsibilities:
- Strategies, plan and execute brand campaigns
- Formulate annual brand plans and budget
- Manage & translate advertising briefs into a campaign
- End to end project management
- Ensure the brand is well represented and consistent across the market
- Analyze the effectiveness of investment in brand sponsorship
- Effectively activate sponsorship and/or brand building investments
- Work closely with the in-house creative team to develop concepts, and maintain corporate identity
- Liaise with media agencies, production houses, and partners
Brand Manager Skills, Abilities and Experience:
- University graduate with a degree in marketing, media & communications, advertising or equivalent
- Account management experience in advertising agencies or marketing background preferred.
- Excellent communication and interpersonal skills with negotiation skills
- Confident, resourceful, dynamic team player, independent
- Ability to converse well in English. Proficiency in other languages is an added advantage
- Computer literate and proficient in the use of Microsoft Office and Google Suite.
- Knowledge in Adobe Photoshop and/or Adobe Illustrator is an added advantage.
5. In this business critical role as Brand Manager, you will be responsible for defining the brand management strategy, assisting in preparation of annual strategy and action plan for assigned brands in line with portfolio strategy, corporate time schedule and budgets.
Brand Manager Details:
- Assisting in annual strategy and action plan for assigned brands
- Keeping active watch on market activity, consumer trends and competitive brands
- Working closely with On-Trade and Modern-Off Trade teams to find ways to reach identified targets through events
- Working closely with the senior business development teams globally
- Identifying local strategic consumers, tribes and crusaders for assigned brands in line with global guidelines and local consumer
- Cooperating with Finance to update accruals, assess spending's efficiency through evolution of brands' reputation in consumer surveys, in order to ensure A&P efficiency without overspending in assigned brands
- Prepare brand analysis 4P, implement in coordination with On-Trade, Modern Off-Trade and other Marketing teams, visit outlets to feel market and to evaluate potentials.
- Accompany commercials to negotiate with outlet owners for promotion activation, execute and ensure efficiency of all programs and activities for assigned brands (advertising, media, Internet, digital, DM, CRM, nationwide promotions, events and sponsorship, visibility design, PR, mentoring), liaise with PR/advertising agencies and organisers, produce qualitative and quantitative evaluations, in order to ensure development of brand awareness and image.
Brand Manager Skills, Experience, Qualifications:
- Bachelor Degree in Business, Economics, Finance, Marketing, or equivalent
- At least five years experience in Marketing
- Experience working in multinational company, FMCG, luxury goods, agencies or related fields solid
- Experience in communication, presentation, negotiation, problem solving, convivial, and analytical skills
- Initiative, integrity, and result-orientation.
- Strong 4P management
- Competent P&L management
- Experience of analyzing complex data and using that to make relevant strategic recommendations
- Strong communication and influencing skills
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