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What does a Brand Marketing Manager do?

Brand marketing managers shape how a company looks, sounds and is remembered, and run the campaigns that build that memory.

Open roles now
101
Median pay (20 posts)
$228k
Remote
46%
Most-requested tool
Generative AI

The job

Brand marketing managers own how the company is perceived. That covers the brand platform (what the company stands for and how it talks), the visual and verbal identity, and the campaigns that put it in front of people: launches, partnerships, sponsorships, out-of-home, video and social.

Brand is often treated as unmeasurable, and the managers who do best are the ones who measure it anyway: brand search volume, direct traffic, share of voice, aided and unaided awareness surveys, and the effect of campaigns on conversion rates in other channels.

At consumer companies brand roles can be large and well funded. At B2B startups the job is usually one person making sure every touchpoint feels like the same company, and running one or two campaigns a year that get talked about.

A typical week

  • Review creative from design and agencies against the brand guidelines
  • Plan a campaign concept and its rollout across channels
  • Meet with partners or sponsors about an upcoming activation
  • Check brand health metrics like brand search and share of voice
  • Work with product marketing and content to keep messaging consistent

How they're measured

  • Brand search volume and direct traffic
  • Aided and unaided awareness
  • Share of voice against competitors
  • Campaign reach and engagement
  • Lift in conversion rates in other channels during campaigns

Skills that matter

Creative direction
Briefing and judging creative work is the core of the role.
Brand strategy
Knowing what the company stands for and saying no to what doesn't fit.
Campaign planning
Turning an idea into a rollout across channels and partners.
Measurement
Defending brand spend with numbers a CFO accepts.
Agency management
Getting great work from outside partners on time and on budget.
Storytelling
Ideas that people repeat to each other.

Tools employers ask for

Share of 102 brand and communications job posts on HeyMarketers in the last 12 months that name each tool.

  • Generative AI25%
  • Asana10%
  • Clay4%
  • Figma3%
  • Adobe Creative Suite3%

Pay

The median base salary on full-time brand and communications posts is $228k, and the middle half pay $181k to $253k (20 posts with published pay, last 12 months). By level: mid level and manager $206k, director, head of and lead $248k.

See the full brand and communications salary guide

Career path

  1. 1

    Brand coordinator or associate

    Manages assets, guidelines and campaign logistics.

  2. 2

    Brand marketing manager

    Owns campaigns and brand consistency.

  3. 3

    Senior brand manager or head of brand

    Owns the brand platform and a creative team or agency.

  4. 4

    VP brand or CMO

    Owns how the company is seen in the market.

Open brand and communications roles by level right now: entry level 2%, mid level 30%, senior 30%, lead or director 38%, vp or c-level 1%.

How to stand out

  • Show a campaign with the idea, the work and how you measured it.
  • Bring the brief, not just the final creative.
  • Show restraint: something you killed because it didn't fit the brand.
  • Explain brand impact in business terms.

Preparing for interviews? See the questions brand marketing managers get asked, or read a typical job description.

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Open brand and communications roles

Hiring now: OpenAI, Anthropic, Fivetran, Airbnb, Chime Financial, Inc, HelloFresh.

See all 101 open brand and communications jobs

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How often

Questions

What does a Brand Marketing Manager do?

Brand marketing managers own how the company is perceived. That covers the brand platform (what the company stands for and how it talks), the visual and verbal identity, and the campaigns that put it in front of people: launches, partnerships, sponsorships, out-of-home, video and social.

How much does a Brand Marketing Manager make?

Full-time brand and communications roles on HeyMarketers pay a median base salary of $228k, and half pay between $181k and $253k. That's from 20 job posts with published pay in the last 12 months.

Are brand marketing managers remote?

46% of the 101 open brand and communications roles on HeyMarketers right now are remote. The rest are on-site or hybrid.

What tools do brand marketing managers use?

The tools named most often in brand and communications job posts on HeyMarketers are Generative AI (25% of posts), Asana (10% of posts), Clay (4% of posts), Figma (3% of posts), Adobe Creative Suite (3% of posts).

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