Job Responsibilities of a Womenswear Brand Manager. Brand manager: job responsibilities and functions. Requirements for knowledge and skills

I. General provisions
1. Brand manager belongs to the category of managers.
2. A person with a (higher; secondary) professional (economic) education is appointed to the position of a brand manager, additional training in management and marketing, work experience in the field of trade management and marketing at least (2 years; 3 years; etc.)
3. Brand manager must know:
3.1. Laws and regulatory legal documents regulating the implementation of entrepreneurial and commercial activities.
3.2. market economy, entrepreneurship and basics of doing business.
3.4. Market conjuncture.
3.5. Assortment, classification, characteristics and purpose of goods.
3.6. Pricing methods, pricing strategy and tactics.
3.7. Fundamentals of marketing (the concept of marketing, the basics of marketing management, methods and directions of market research).
3.8. Patterns of market development and the formation of demand for goods.
3.9. The theory of management, macro- and microeconomics, business administration.
3.10. Fundamentals of advertising, forms and methods of conducting advertising campaigns.
3.11. Fundamentals and principles of PR-technologies.
3.12. Psychology and principles of sales.
3.13. Brand features, production technology.
3.14. The procedure for developing business plans and commercial terms of agreements, contracts.
3.15. Trade and patent law.
3.16. Ethics of business communication.
3.17. Rules for establishing business contacts.
3.18. Fundamentals of sociology and psychology.
3.19. Foreign language.
3.20. Enterprise management structure.
3.21. Information processing methods using modern technical means communication and connection, computer.
4. Appointment to the position of a brand manager and dismissal from the position is carried out by order of the head of the enterprise upon presentation (commercial director; other official)
5. The brand manager reports directly to (commercial director; head of marketing department; other official)
6. During the absence of the brand manager (vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and bears responsibility for the improper performance of the duties assigned to him.

II. Job Responsibilities
Brand Manager:
1. Studying the features of the promoted product, analyzes the requirements of consumers for the product based on the results marketing research.
2. Performs market analysis, identifies target consumer market segments for product offering.
3. Develops a strategy for promoting the product to the market, taking into account the proposals of marketing and advertising departments for conducting advertising campaigns, exhibitions, presentations, other PR-actions.
4. Organizes presentations of the product to potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).
5. Develops a pricing policy for the product, determines the conditions for the sale of goods (systems of discounts and benefits for certain groups of buyers).
6. Forecasts sales volumes.
7. Draws up a budget for the product, calculates the expected profit and profitability from the moment the product is introduced to the market, determines the possibility of losses for the enterprise at the first stages of product promotion and develops proposals for minimizing them.
8. Develops sales schemes for the product (from the creation of new sales departments to the reconstruction of existing distribution channels).
9. Organizes contractual work in the division dealing with the product, keeps records of payment transactions, analyzes operational data on sales results.
10. Coordinates product merchandising.
11. Monitors the position of the product on the market (the course of sales of the product, the demand for it), determines and analyzes the attitude of consumers to the product.
12. Identifies unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reports them to the design, technology and production departments to adjust the product, give it new consumer properties.
13. Tracks the pricing policy and demand for competitors' brands, determines the position of the product relative to similar or similar products of competitors.
14. Coordinates and controls the work of subordinate employees.
15. Prepares reports to the management of the enterprise on the work done.
17. Performs other related duties for the promotion and sale of the product.

III. Rights
The Brand Manager has the right to:
1. Independently determine the forms and methods of brand promotion and establishment business connections with consumers.
2. Sign and endorse documents within their competence.
3. Request personally or on behalf of the immediate supervisor from the heads of departments of the enterprise and specialists information and documents necessary for the performance of his duties.
4. Get acquainted with the documents that define his rights and obligations in his position, the criteria for assessing the quality of performance of official duties.
5. Submit proposals for the management to improve the work related to the responsibilities provided for in this instruction.
6. Require the management of the enterprise to ensure the organizational and technical conditions and execution of the established documents necessary for the performance of official duties.

IV. A responsibility
The Brand Manager is responsible for:
1. For improper performance or non-performance of their official duties provided for by this job description - within the limits established by the current labor law Russian Federation.
2. For offenses committed in the course of their activities - within the limits established by the current administrative, criminal and civil legislation of the Russian Federation.
3. For causing material damage enterprise - within the limits established by the current labor and civil legislation of the Russian Federation.

6. REPORTING SYSTEM
Lead Sales Manager:
1. provides reports to the officials of the Firm.
2. performs the following operations with documents:
signs:
endorses:
3. receives reports from officials Firms.

Text

Anna Savina

In the Creative Management section, we talk about what people do who surround representatives of creative professions - musicians, directors, artists and designers - and help them organize concerts, exhibitions, filming, etc. Despite the importance of such professionals, we sometimes do not know what they do exactly and why their work is so important. Look At Me explains the responsibilities of creative managers. In the new issue, we talk about brand managers of fashion brands - people who develop a strategy large companies and bring it to life.

Brand Manager

(brand manager)

Places of work

Fashion brands

Tasks

Research the market and trends; develop a brand promotion strategy on the market; understand for what target audience the brand works and who is its competitor; work with designers, marketers and PR-specialists.

Understand fashion industry and understand competitor strategies

The main task of any brand manager is to transform the product(for example, a collection of clothes) into a recognizable and successful brand. At the first stage of work, it is important to conduct market research: for this, you need to understand what offers already exist, what strategies existing brands use and what niches are not occupied. In order for a brand to succeed in the market, it must create a unique selling proposition: there may be dozens or hundreds of brands on the market that produce similar shoes, clothing or accessories, but the brand manager must understand exactly what makes the company he works for different.

Draw up a strategy brand promotion

Work with designers marketers and PR managers

When the brand strategy is formulated, the brand manager begins work on its implementation. To do this, he must make sure that all employees of the company - from designers to sales consultants - are aware of the brand's values and its strategy. The main assistants of the brand manager at this stage are marketers who must bring his concept to life. In addition, a brand manager can advise a designer - when creating a collection, it is important to understand which models will sell best and which ones may be suitable, for example, for unusual fashion shoots.

In small companies, the duties of brand manager and marketing manager are often performed by the same person. However, big brands especially need brand managers. This is confirmed by the emergence of new specialized courses: this year London Business School launched a brand management program for luxury goods companies. This educational program was organized in collaboration with

Brand Manager

A brand (from the English “brand”) has two meanings: the first is “factory, trademark”, “brand”, the second is “imprinted in memory, leave a lasting impression”. Thus, a brand can be understood as trademark, which reflects the image of the enterprise, as well as the sectoral orientation of the goods. Well-advertised and provided with a stable positive image of the enterprise, the brand allows not only to stimulate the sale of goods, but can itself be an object of trade, bringing additional benefits to the right holder on the basis of license agreements, contracts commercial concession etc. Often, the consumer focuses more on the brand of the product, and not on real characteristics, psychologically associating a well-known brand with quality.

A brand manager is a specialist who manages the sale of a certain category (group) of goods that are grouped in their brand classification. The task of the brand manager is precisely to convince the buyer to purchase the product. This manager is the last link that directly promotes the product (an already developed and advertised brand) to the buyer. This is a kind of indicator that allows you to evaluate the quality of the brand development and effectiveness promotions. positive evaluation will be a stable demand for goods.

When promoting a product, the brand manager mainly focuses not on the technical sale itself, but on its information and advertising support, thereby contributing to the promotion of the brand on the market. The brand manager should be guided not so much in the price characteristics of the product, but in the quality and operational parameters, to know the features that allow comparative analysis with similar products of other brands to identify its advantageous indicators. AT this case he acts as a representative of the manufacturer of the goods and therefore must know not only the economy and marketing, but also the production technology of the promoted goods.

A brand manager can work both in the structure of a manufacturer that independently sells its product, and on commercial enterprise, which is a distributor or dealer of the manufacturer on a mutually beneficial contractual basis.

Job Responsibilities brand manager:

1. Study of the features of the promoted product, analysis of consumer requirements for the product based on the results of marketing research.

2. Implementation of market analysis, determination of target consumer market segments for product promotion.

3. Development of a strategy for promoting the product to the market (taking into account the proposals of marketing and advertising departments for conducting advertising campaigns, exhibitions, presentations).

4. Organization of product presentations potential buyers and consumers, thematic seminars (professional consulting on consumer properties and qualities of the product).

5. Development pricing policy by product, determining the conditions for the sale of goods (systems of discounts and benefits for certain groups of buyers).

6. Sales forecast.

7. Budgeting for the product, calculating the expected profit and profitability from the moment the product is introduced to the market, determining the possibility of losses for the enterprise at the first stages of product promotion and developing a proposal to minimize them.

8. Development of a product marketing scheme (from the creation of new sales departments to the reconstruction of existing distribution channels).

9. Organization contract work in the division that deals with the product, keeping records of payment transactions, analysis of operational data on the results of sales.

10. Product merchandising coordination.

11. Monitoring the position of the product on the market (sales progress of the product, demand for it), determination and analysis of consumer attitudes towards the product.

12. Identification of unsatisfactory product parameters, customer requirements for the product (not taken into account in the product) and reporting them to the design, technology and production departments to adjust the product, give it new consumer properties.

13. Tracking the pricing policy and demand for competitors' brands, determining the position of the product relative to similar or similar products of competitors.

14. Coordination and control of the work of subordinate employees.

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More recently Russian market was inaccessible to such specialists as a marketer, etc. The Soviet management system did not take such professions seriously at all. Even today, there are still companies that do not attach importance to marketing research, promotion and branding. If we compare this situation with the Western market, then there is not a single company selling goods or services without the participation of marketers.

Definition

A brand manager is a specialist who deals with all-round or services. Such a profession includes a number of very complex duties that require special knowledge and skills. which is to create an image of the company in the minds of buyers, must have high and be able to quickly respond to suddenly changing circumstances, to the psychological analysis of preferences and judgments.

Field of activity

Oddly enough, but specialists of this profession are in demand in almost all areas of economic and commercial activity. Of course, the brand manager of the B2B and B2C spheres are very different in their functional duties but this in no way diminishes their importance.

In any field, a brand manager must create such an image of the promoted product or service that people begin to think that the proposed product is vital for them. Thus, high-quality duties can reduce the cost of advertising and other promotion methods.

Key Features

Many companies do not fully understand the role of the brand manager. For this reason, when analyzing the next candidate, management does not pay attention to key skills and knowledge.

First, the brand manager must have an understanding of the global experience marketing promotion: those methods that failed, and activities that brought unprecedented success. Such knowledge will help in the choice to exclude the use of templates and personal preferences.

Secondly, a brand manager must have unique powers of observation, the ability to quickly analyze a situation and make important decisions almost instantly. This specialty implies a high dynamics of activity. This means that there is great amount critical situations that require a balanced and rational decision which should be taken as soon as possible.

The role of the brand manager

In the modern world of business and communications, such a specialty as a brand manager has a huge impact on the results of a company. High-level specialists are valued in all areas of business, their work is paid at the same level as the work of top management representatives. professional specialist can multiply the profit of the company, his projects will help to win the trust and respect of the target audience.

The more actively trade relations develop, the higher the demand for marketing specialists in the labor market. It is they who form a certain perception of a product or service by the consumer, motivating him to buy.

One of key employees marketing department is the brand manager. The very title of the position tells us what this specialist does. He manages the brand, and his task is to build customer loyalty to the company, product or service, increase their recognition and, of course, increase the company's profit.

General provisions of the instruction

When describing the "General Provisions" section, it is required to indicate the category of the position. Most companies define it as "specialist" or "leading specialist". In some organizations, the position of brand manager belongs to the category of managers, especially if the employee works in one person and reports directly to the first person.

In the job description the subordination of the employee is determined, indicating the title of the position of the immediate supervisor. If a specialist has subordinates, then this should be written in the job description and indicate the names of the positions of employees under his control.

This section also defines the rules and procedures for hiring and dismissing a specialist from a position, transferring his duties in case of illness, business trip or vacation.

In particular, attention is paid to the description of the working interaction of the brand manager with other employees of the organization in the performance of his job duties.

If necessary, the composition of the information reflected in general provisions, may include the main provisions and regulations by which the employee is guided in his activities, for example: the rules of internal work schedule, regulation on the division, regulations and provisions on core business processes, instructions for implementation certain types works.

Responsibilities and tasks

This section of the manual is the main one. It is he who regulates the composition and scope of work that is entrusted to a specialist.

The main task of the position is the development of the brand, the achievement of very specific performance indicators, for example: nonsense is sold in the required volume, or its recognition among the target audience increases by certain percentage or increasing market share.

What are the most common responsibilities for employers? this employee? It must be borne in mind that there are a lot of specializations in relation to this particular position.

This article presents the scope of the universal duties of a specialist without taking into account the narrow specifics:

Brand development.
Organization and conduct of marketing research.
Management of the marketing budget necessary for the development and promotion of the brand.
Brand development and promotion.
Evaluation of the effectiveness of brand promotion.
Participation in brand pricing.
Planning and reporting.

Requirements for a specialist

Most often, employers would like to see specialists with higher education. At the same time, several specializations are allowed, for example: economics, marketing or advertising.

Work experience also matters and is most often defined as two or three years minimum.

The wider and more complex the functionality of a specialist, the more stringent the requirements for work experience can be.

An additional and essential requirement may be the knowledge of a foreign language.

To important knowledge required to perform the duties of the position include knowledge of:

Industry market.
Sales market.
Market assessment technologies, trends in its development.
Competitors of the company and features of their behavior in the market.
Technologies and methods for conducting market research, competitor analysis, search and collection of information from various sources.
Methods of processing and analysis marketing information, work with large data arrays, the formation and maintenance of databases, including the use of special software.
Technologies and methods of pricing.
Methodical bases of carrying out marketing activity.
Methods for conducting marketing and advertising campaigns
The psychology of consumer behavior.
Methods for determining the target audience.
Range and main characteristics of goods and services.

Skills include the ability to:

Conduct marketing research.
Organize interaction with contractors.
Develop technical specifications.
Plan and approve the marketing budget.
Develop advertising and marketing campaigns, control their implementation.
Evaluate the effectiveness of marketing activities.
Develop loyalty programs.
Assess market capacity.
Define target groups and their main characteristics.
Develop a brand book, logo, slogan.
Negotiate with contractors and partners.
Develop standard commercial offers and presentations.
Develop brand and product education programs.

Responsibility and rights

Since the brand manager works with commercial information, and in general is quite deeply immersed in the company's business, it is better to specify the section related to the description of responsibility.

For example, you can include the following liability options in a section:

quality performance of their duties;
completeness and relevance of databases on competitors;
timely market research;
non-disclosure of confidential information about the activities of the Company and its divisions.

The rights of a brand manager may include the right to:

to request and receive from departments and employees of the company reports, materials, information necessary for the performance of official duties;
interact with third parties and represent the interests of the company to complete work tasks;
sign documents within their competence;
make suggestions to improve the work of the company.

Pros and cons of work

What are the advantages of working in this position attract specialists? Of course, these are interesting and ambitious tasks. Effective brand managers, who have made their brands famous and successful, become specialists who have weight in the professional community. Employers fight for them, sometimes resorting to the services of bounty hunters to get professionals in the staff of their company.

The second plus is Opportunity to interact with market experts, the first persons of enterprises, which always leads to an expansion of the circle of professional contacts and connections.

The third one is opportunity to see the world, especially if the brand manager works in foreign company or its representative office.

If we talk about the disadvantages of work, then this is, first of all, high work load and high labor intensity. When working in marketing, the issue of deadlines for completing a task is always acute, and there is absolutely no time for a brand manager to relax.

The second significant disadvantage is irregular work schedule, because of which specialists often do not have enough time to, for example, engage in self-education, which is important factor to achieve significant success in the profession.

This video contains information about how a brand manager works and what he does.