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Occupation Details

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Brand Manager - Marketing

Job Zone

Most of these occupations require qualifications at NFQ Levels 7 or 8 (Ordinary / Honours Degrees) but some do not.

Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, you may need to complete three - four years of college and work for several years in the career area to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, computer programmers, chemists, environmental engineers, criminal investigators, and financial analysts.

€25k > 60
Campaign / Brand Manager
Salary Range
(thousands per year)*
€25 - 60
Related Information:
Campaign / Brand Manager: 35 - 60
Campaign / Brand Executive: 25 - 35
Data Source(s):

Last Updated: February, 2017

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Shortage Indicator

Employment growth for this occupation relates primarily to growth since 2016 and as such should be treated with caution. No shortages were identified in this area; of those issued with employment permits almost all were for salaries above €70,000 and half were in the IT sector.

National Skills Bulletin 2018

Occupational Category

Advertising, marketing & sales directors

Also included in this category:

Marketing and sales directors; bid managers, purchasing managers; account managers (advertising); head of public relations.

Number Employed:


Part time workers: 3%
Aged over 55: 0%
Male / Female: 0 / 0%
Non-Nationals: 91%
With Third Level: 75%
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At a Glance... header image

Organises and oversees the promotion, sales, and overall image associated with a certain brand or branded products and services.

Videos & Interviews header image

The Work header image

Brand management is part of the marketing function in large companies. Most brand managers have had some experience in advertising, promotions, or sales.

Brand managers conduct initial market research for a brand, gathering data about where a product fits in with the rest of the market. This includes polling demographics, discovering demand for a product, and asking people what makes a particular product stand out.

After extensive research, brand managers develop monthly objectives with their team with the goal of increasing a brand's value. This includes developing marketing strategies and introducing the brand to the public.

Throughout a brand's life, the brand manager reports to higher level marketing staff about sales, how marketing strategies are affecting those sales, and how a brand can reach even more consumers.

In large multinational companies, individual brands may be treated like businesses within the company, and brand managers are essentially small business owners.

The job involves:

  • Monitoring the competitive landscape of the category in which your brand resides
  • Developing strategies to exploit market opportunities
  • Executing those strategies with the help of a cross-functional team
  • Delivering the sales volume, market share, and profit projections for the business

Brand managers produce comprehensive business plans and submit them to senior management. When the price of a key ingredient in their product for eaxmple, goes through the roof because of supply conditions, they rewrite the business plan from scratch with more contingencies.

Brand managers focus on the minutiae of daily sales-volume reports and they dream big dreams when it's time to update the vision for the brand. They approach upper-level management for capital to fund a new product launch or a line extension in much the same way that small business owners go to venture capitalists or banks to fund expansion.

Brand managers are mid- to high-level employees, meaning they've worked up through the ranks and developed an excellent intuition for introducing new brands and growing them to become successful. Because they typically work with a branding team, strong leadership skills are a must for any brand manager.

Tasks & Activitiesheader image

The following is a list of the most commonly reported tasks and activities for this occupation


Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.


Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.


Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.


Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.


Develop pricing strategies, balancing firm objectives and customer satisfaction.


Compile lists describing product or service offerings.


Initiate market research studies or analyze their findings.


Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.


Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.


Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.

Work Activities header image

The following is a list of the most commonly reported work activities in this occupation.


Establishing and Maintaining Interpersonal Relationships: Developing constructive and cooperative working relationships with others, and maintaining them over time.


Communicating with Persons Outside Organization: Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.


Communicating with Supervisors, Peers, or Subordinates: Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.


Thinking Creatively: Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.


Organizing, Planning, and Prioritizing Work: Developing specific goals and plans to prioritize, organize, and accomplish your work.


Selling or Influencing Others: Convincing others to buy merchandise/goods or to otherwise change their minds or actions.


Making Decisions and Solving Problems: Analyzing information and evaluating results to choose the best solution and solve problems.


Coordinating the Work and Activities of Others: Getting members of a group to work together to accomplish tasks.


Scheduling Work and Activities: Scheduling events, programs, and activities, as well as the work of others.


Developing Objectives and Strategies: Establishing long-range objectives and specifying the strategies and actions to achieve them.

Knowledge header image

The following is a list of the five most commonly reported knowledge areas for this occupation.


Sales and Marketing: Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.


Customer and Personal Service: Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.


English Language: Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.


Administration and Management: Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.


Communications and Media: Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.

Skillsheader image

The following is a list of the most commonly reported skills used in this occupation.


Critical Thinking: Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.


Monitoring: Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.


Persuasion: Persuading others to change their minds or behavior.


Speaking: Talking to others to convey information effectively.


Active Listening: Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.


Reading Comprehension: Understanding written sentences and paragraphs in work related documents.


Active Learning: Understanding the implications of new information for both current and future problem-solving and decision-making.


Social Perceptiveness: Being aware of others' reactions and understanding why they react as they do.


Judgment and Decision Making: Considering the relative costs and benefits of potential actions to choose the most appropriate one.


Management of Personnel Resources: Motivating, developing, and directing people as they work, identifying the best people for the job.

Personal Qualitiesheader image

Employers look for a creative mind and strong business acumen. They also look for candidates with good organisational skills and a meticulous nature. These are prerequisites within the FMCG sector since brand managers often have to manage multiple projects or product lines. 

The best managers are typically outgoing, creative thinkers who are able to communicate effectively with a wide range of people. Strong writing skills are usually also essential, particularly when it comes to drafting reports and issuing written recommendations.

Entry Routesheader image

A degree or an MBA in business management or marketing is typically required by employers.

As a brand manager, you can typically move into senior or group brand management roles within a larger organisation after five years’ experience or more, where you will oversee a portfolio of brands and lead a team.

Successful managers can eventually move into marketing director or general management roles after more than eight years' experience.

Prior experience in a similar sector is crucial to securing mid to senior level jobs within most companies. Unless you are looking at entry level or junior positions, you may find it extremely difficult to move into areas such as Fast Moving Consumer Goods(FMCG) mid career.

Marketing professionals from other consumer industries or advertising agencies often find contract roles an excellent way to gain branding experience.


Last Updated: April, 2015

Related Occupationsheader image

Contactsheader image


Organisation: Irish Management Institute
Address: Clonard, Sandyford Road, Dublin 16
Tel: (01) 207 8400
Email: Click here
Url Click here

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Career Guidance

This occupation is popular with people who have the following Career Interests...

...and for people who like working in the following Career Sectors:

Advertising, Marketing & Public Relations
Business Management & Human Resources

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