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%
$142,697
TOTAL 50%
$157,999
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)
Cites examples of most common terminologies used in advertising.
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Level 2 Behaviors
(Light Experience)
Assembles company-wide advertising bulletins to create a positive perception of your brand.
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Level 3 Behaviors
(Moderate Experience)
Allocates monthly budgets to various advertising initiatives to align with budget limits.
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Level 4 Behaviors
(Extensive Experience)
Directs and approves advertising initiatives from concept development to completion.
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Level 5 Behaviors
(Mastery)
Develops cost-effective advertising programs and strategies for our business.
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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)
Describes the concepts and benefits of brand management.
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Level 2 Behaviors
(Light Experience)
Assists in creating brand marketing plans to enhance business value.
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Level 3 Behaviors
(Moderate Experience)
Assures brand compliance to align with the business’ values and quality standards.
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Level 4 Behaviors
(Extensive Experience)
Consults with the management to execute brand portfolio.
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Level 5 Behaviors
(Mastery)
Champions the adoption of advanced brand marketing techniques and methods to ensure growth and sustainability.
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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)
Describes how our business makes money and our key business objectives.
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Level 2 Behaviors
(Light Experience)
Assists in designing business models and operating plans.
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Level 3 Behaviors
(Moderate Experience)
Analyses the business impact of demographic changes; suggests effective responses.
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Level 4 Behaviors
(Extensive Experience)
Consults on the selection and adjustment of the go-to-market strategy.
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Level 5 Behaviors
(Mastery)
Builds a mentoring model to ensure a continuous increase of business sense within our business.
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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)
Cites critical statistics regarding the industry's size and influence.
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Level 2 Behaviors
(Light Experience)
Compares the operations of own department and function to the industry best practices.
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Level 3 Behaviors
(Moderate Experience)
Communicates industry and market trends affecting business operations to internal stakeholders.
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Level 4 Behaviors
(Extensive Experience)
Anticipates client needs using business and industry expertise to maximize competitive advantage.
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Level 5 Behaviors
(Mastery)
Contributes to industry association white papers, standards, and regulations.
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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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