Brand Manager
A brand manager is responsible for developing the strategy behind a drinks brand. The role requires strategic planning, project management, commercial analysis, creative flair and an expert understanding of your particular category.
Responsibilities
You will essentially serve as the brand’s guardian, ensuring the strategy, messaging and tone remain consistent across all consumer touchpoints: advertising, social media campaigns, in-store displays and so on.
A brand manager has a diverse range of responsibilities. You might execute marketing campaigns, oversee product design and coordinate product launches. Budget management is crucial, while you’ll often need to work with sales teams, PR agencies and other marketers.
Skills and Development
You will typically need significant marketing experience to become a brand manager. In-depth knowledge of wine, spirits, beer or sake is imperative, so qualifications such as the WSET Level 3 or the WSET Diploma are popular among brand managers. You also need commercial expertise, so it’s reasonably common for salespeople to eventually become brand managers.