In my 20 years of my CPG Marketing career, I must have interviewed 1,000 people for the Assistant Brand Manager marketing job. I was lucky to have hired some of the best, who have gone on to have significant marketing careers and I became notorious for asking for some of the toughest questions, some even bizarre. I always asked an analytical question to see if they could piece together lots of data and tell a story that made sense. I’d ask a creative question to see if they had a certain flair and pride in the output. I’d ask a problem-solving question, some very hard, no real right answer, but I wanted to see how they think. Finally, I wanted to know that they had done something at a very high level–it didn’t matter what–but I wanted to know they could make it happy.
A marketing career is very challenging. At the entry-level role, only about 50% of Assistant Brand Managers will get promoted to Brand Manager. The percentages go down at each level.
On a classic brand management team, there are four key levels:
- Assistant Brand Manager
- Brand Manager
- Marketing Director or Group Marketing Director
- VP Marketing or CMO.
In simple terms, the Assistant Brand Manager role is about doing, analyzing and sending signals you have leadership skills for the future. At the Brand Manager level, it becomes about ownership and strategic thinking within your brand plan. Most Brand Managers are honestly a disaster with their first direct report, and get better around the fifth report. When you get to the Marketing Director role, it’s becomes more about managing and leading than it does about thinking and doing. To be great, you need to motivate the greatness from your team and let your best players to do their absolute best.
My advice to the new Assistant Brand Manager
The most eager first-time marketers want to change the world. The role is a reality check where you learn before you can run. Too many new marketers want to focus on strategy right away, but the ABM is a “doing” role. You will be executing programs, analyzing results and learning how to be a project manager. Through the execution, send signals you are capable of thinking and leading in the future.
- What separates the average from the great ones that get promoted? The best seem to figure out the right thing to do and then make it happen.
- Some figure out the right thing to do but struggle to work the system to make it happen.
- Others can work the system, but they forget to think through what is the right thing to do.
The Assistant Brand Manager role can feel frustrating. Many times, it will inhibit your creativity and even your ideas. Fight through it. It provides a foundation and discipline you will use throughout your career.
Beloved Brands is the playbook to keep at your fingertips
Our readers tell us they reach for Beloved Brands a few times each week as a reference toolkit to help them with the day-to-day management of their brand. Over 90% of our Amazon reviews receive five-star ratings, and Beloved Brands has spent numerous weeks as a #1 bestseller in brand management
Five success factors for Assistant Brand Managers
1. Turn data into analytical stories
The Assistant Brand Manager role starts with a ton of data with market share results, tracking scores, or test results. Look for patterns or data breaks, ask questions, and start putting together stories. The analytical stories show you know what it means, helps sell recommendations, and support the action you will take. Never give a data point without a story or a recommended action, or you risk letting someone else (your boss) take your data and decide.
2. Take action before being asked
On day one, your manager will set most of the projects for the Assistant Brand Manager. When you are new, it is comfortable to wait for your projects. But don’t get in the habit of waiting for someone to create your project list. As you mature, start to push your own ideas into the system and create your own project list. Start making smart decisions, on your own, and communicate those choices with your boss. Don’t ask permission, but tell them what you want to do and look for the head nod. Know what’s in your scope and align with your manager.
Explore our Brand Management Mini MBA certificate program
Our Brand Management Mini MBA is a virtual brand training certificate program designed for ambitious marketers in the real world. We provide 36 video lessons to help you learn about strategic thinking, brand positioning, brand plans, advertising decisions, and marketing analytics.
3. Make it happen through others
Instead of just functionally managing the steps of the project, find ways to make each project better, faster, or deliver more significant results. You need to understand each critical milestones to hit and manage bottlenecks. Every marketer meets resistance; the best knock can down those resistance points.
Figure out the task with the longest completion time and the most important element, as both will impact the entire project. You will need to push people to get things done. It would be best if you found a bit of magic by inspiring people to give their best ideas, put in their best effort, and deliver their best work.
4. Speak out to challenge the strategy
The Assistant Brand Manager must stay on strategy. Show you are always thinking, and feel confident in your strategic thoughts. Avoid just falling in love with an execution tactic that is not aligned with your brand’s strategy. It is so easy to get lost in your own “cool” projects. Ask the right questions. Challenge the strategy to make sure you understand. Silent marketers never last. Show you are always thinking, and feel confident in your strategic thoughts.
5. Be accountable for your work
Accountability is the first stepping stone to ownership, which sends a signal you are ready to be a Brand Manager. You have to find the right balance by motivating experts to give their best and knowing when to step in to avoid letting things slip or miss. Never allow your team to get stuck. Stay on top of timelines and lead your project teams. Be action-oriented and solution-focused. Be the hub of communication for all team members, and keep your manager aware.
How to manage your marketing career from ABM to CMO
At every level of your marketing career, you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs and Directors fail when they keep acting like Brand Managers and VPs fail when they don’t know what to do. In a classic marketing team, the four key roles are Assistant Brand Manager up to Brand Manager then up to Marketing Director and on to the VP/CMO role.
Beloved Brands is the playbook to keep at your fingertips
Our readers tell us they reach for Beloved Brands a few times each week as a reference toolkit to help them with the day-to-day management of their brand.
- To start, we will challenge you with questions that get you to think differently about your brand strategy.
- Then, we take you through our process for defining your brand positioning. We will open your mind to new possibilities for how you see you can differentiate your brand. And, we use examples of brand positioning statements to bring the learning to life.
- Next, we will show you how to write a brand plan that everyone can follow. Make sure all stakeholders know precisely how they can contribute to your brand’s success.
- Moreover, we will show you how to run the creative execution process, show you how to write an inspiring brief, and make decisions to find both smart and breakthrough work.
- Finally, you will learn new methods to analyze the performance of your brand with a deep-dive business review.
Above all, over 90% of our Amazon reviews receive five-star ratings, and Beloved Brands has spent numerous weeks as a #1 bestseller in brand management.
Our Brand Management Mini MBA is a virtual brand training certificate program designed for ambitious marketers in the real world. Upon completion, you will earn a certificate that will solidify your resume and LinkedIn profile.
- Learn about strategic thinking, brand positioning, brand plans, advertising decisions, and marketing analytics. We provide 36 training videos that allow you to learn at your own pace, whether you want to complete them in one week or one year.
- We provide reading from our bestselling Beloved Brands playbook, a Brand Management workbook to try out each of the exercises, and a download of our Brand Toolkit with all the PowerPoint slides you can use for your presentations.
- Learn from Graham Robertson, a former VP of Marketing, who brings a wealth of real-world brand management experience from Johnson & Johnson, General Mills, Coke, and Pfizer. For over a decade, Graham has been a brand advisor to the NFL Players Association, Jack Links, Shell, Reebok, Honda, The Mayo Clinic, Miller beer, and Pfizer.