Skills & Competencies for Product/Brand Marketing Manager

Product/Brand Marketing Manager job profile

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JOB SUMMARY for Product/Brand Marketing Manager

Manages, develops, and implements marketing activities to maximize sales of an assigned brand.

JOB RESPONSIBILITIES for Product/Brand Marketing Manager

Analyzes brand performance, brand competitiveness, and product trends in the marketplace and develops marketing strategies for a brand. Reviews marketing metrics to determine the effectiveness and value of marketing strategies or campaigns. Leads the development, curation, and deployment of marketing content and identifies appropriate sales channels. Translates marketing initiatives into specific projects and actionable plans. Works with management and team leaders to identify and implement appropriate sales strategies or improve direction for current campaigns. Ensures product and brand initiatives are consistent and support the organization's public image.

Product/Brand Marketing Manager SALARY RANGE

BASE 50%
$140,456
TOTAL 50%
$155,517
Job Level
M02
Job Code
SM15000438
Education/Degree
Bachelor's Degree
Reports To
Director

Product/Brand Marketing Manager Skills and Competencies List

Proficiency Levels and Behavioural Indicators
Salary.com identifies five increasing levels of proficiency for each skill/competency. Some jobs require only a relatively low level of proficiency in each skill/competency, while other jobs will require a more advanced level of proficiency in the same skill/competency. These levels rate the degree of proficiency (skill level, expertise) we expect the incumbent to perform in the given skill/competency for the given job. Note that we intentionally do not associate timeframes or years of experience in performing the skill/competency because that can be misleading. Proficiency levels identify what the incumbent knows and can do rather than how long they have been doing it. Also, note that the proficiency levels are cumulative, e.g., a level 4 proficiency implies the ability to perform all the behaviors at the lower levels.
Check each Product/Brand Marketing Manager skill and competencie below to view definitions.
JOB FAMILY COMPETENCIES CORE COMPETENCIES
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11 general skills or competencies (Job family competencies) for Product/Brand Marketing Manager

1 Job Family Competencies – Advertising
Proficiency Level -3
Skill definition-Promoting and selling products, services, or ideas to convince our target customers in choosing a specific brand.
Level 1 Behaviors
(General Familiarity)
Explains basic advertising principles and methodologies for making meaningful sales.
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Level 2 Behaviors
(Light Experience)
Conducts basic media research to support future advertising activities.
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Level 3 Behaviors
(Moderate Experience)
Implements a customized advertising solutions to meet business objectives.
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Level 4 Behaviors
(Extensive Experience)
Oversees various facets of advertising activities for numerous markets across all business territory.
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Level 5 Behaviors
(Mastery)
Monitors advertising effectiveness to forecast competition in the market.
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2 Job Family Competencies – Brand Management
Proficiency Level -4
Skill definition-Strategizing and evaluating brands in terms of positioning and target customers to ensure products and services highlight the quality of the brand.
Level 1 Behaviors
(General Familiarity)
Follows brand management techniques and procedures to increase value in brand perception.
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Level 2 Behaviors
(Light Experience)
Supports the development and execution of brand management guidelines.
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Level 3 Behaviors
(Moderate Experience)
Prepares detailed calendar for brand content planning and management.
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Level 4 Behaviors
(Extensive Experience)
Facilitates ongoing training to support and drive operations and brand culture.
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Level 5 Behaviors
(Mastery)
Establishes principles of brand management to create strong impression.
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3 Product/Brand Marketing Manager - Skill and Competency
Proficiency Level - 3
4 Skill and Competency - Product/Brand Marketing Manager
Proficiency Level - 4
5 Competency for - Product/Brand Marketing Manager
Proficiency Level - 5

11 soft skills or competencies (core competencies) for Product/Brand Marketing Manager

1 Core Competencies – Business Acumen
Proficiency Level -4
Skill definition-Insight into our organization's business, goals, and values. Ability to design and implement initiatives that facilitate successful outcomes.
Level 1 Behaviors
(General Familiarity)
Explains our key business strategies and priorities.
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Level 2 Behaviors
(Light Experience)
Reports and communicates market and competitor status regularly to the management team.
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Level 3 Behaviors
(Moderate Experience)
Evaluates supply chain efficiency with an eye toward improving shortcomings.
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Level 4 Behaviors
(Extensive Experience)
Optimizes business processes based on deep insight into various business unit functions.
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Level 5 Behaviors
(Mastery)
Designs and implements feedback loops to identify and promptly address business problems.
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2 Core Competencies – Industry Knowledge
Proficiency Level -3
Skill definition-Demonstrating thorough knowledge of the industry's value chain, business, issues, trends, etc., and the ability to apply them appropriately.
Level 1 Behaviors
(General Familiarity)
Lists the industry's key players and leading companies.
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Level 2 Behaviors
(Light Experience)
Identifies internal and external resources that can provide additional industry knowledge.
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Level 3 Behaviors
(Moderate Experience)
Provides industry knowledge and expertise to maximize departmental efficiency and performance.
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Level 4 Behaviors
(Extensive Experience)
Raises peers' awareness of changes in industry environment and practices.
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Level 5 Behaviors
(Mastery)
Monitors industry changes and communicates impacts to the management team.
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3 Product/Brand Marketing Manager - Skill and Competency
Proficiency Level - 3
4 Skill and Competency - Product/Brand Marketing Manager
Proficiency Level - 4
5 Competency for - Product/Brand Marketing Manager
Proficiency Level - 5

Summary of Product/Brand Marketing Manager skills and competencies

There are 0 hard skills for Product/Brand Marketing Manager.
11 general skills for Product/Brand Marketing Manager, Advertising, Brand Management, Digital Marketing, etc.
11 soft skills for Product/Brand Marketing Manager, Business Acumen, Industry Knowledge, Planning and Organizing, etc.
While the list totals 22 distinct skills, it's important to note that not all are required to be mastered to the same degree. Some skills may only need a basic understanding, whereas others demand a higher level of expertise.
For instance, as a Product/Brand Marketing Manager, he or she needs to be skilled in Business Acumen, be skilled in Industry Knowledge, and be skilled in Planning and Organizing.

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