Branding roles have been ever popular with marketing professionals, particularly within the fast moving consumer goods (FMCG) sector for its highly coveted niche nature.
A career in brand management – as glamorous as it appears to be – can be extremely competitive and challenging.
Getting into the industry
When it comes to brand management within FMCG, prior experience in the same sector is crucial to securing mid to senior level jobs for most companies. Unless you are looking at entry level or junior positions, you may find it extremely difficult to move into FMCG marketing mid career. Marketing professionals from other consumer industries or advertising agencies may find contract roles an excellent way to gain some industry experience.
Market trends and opportunities
There is always a demand for good FMCG brand managers, not just within the FMCG industry. Brand managers are also extremely popular in other related consumer industries such as retail, luxury, mobile telecommunications, consumer electronics and consumer banking.
Overall, brand managers remain in high demand and opportunities are aplenty throughout the year.
The truth about brand management
Marketing professionals may find it glamorous working for big names within the FMCG sector. The truth is - Brand management is hard work because of the brand name at stake.
As a brand manager, you will have to get your hands dirty and work long hours juggling multiple deadlines. Key responsibilities include a broad spectrum of job functions, from brand strategy planning, advertising and promotions to market research and product development.
Successful professionals often possess a creative mind and strong business acumen, and have a degree or even MBA in business management or marketing.
What employers are looking for
Successful professionals often possess a creative mind and strong business acumen, and have a degree or even MBA in business management or marketing.
Employers also look for professionals with organisational skills and a meticulous nature – prized qualities within the FMCG sector since brand managers often have to manage multiple projects or product lines.
Professionals with regional experience or knowledge in handling high profile brands and big budgets are also extremely attractive to employers since the demand is greater than the actual supply of talent.
Your career path
As a brand manager, you can move into senior or group brand management roles after more than four years’ experience, where you will oversee a portfolio of brands and lead a team.
Successful managers can eventually move into marketing director or general management roles after more than six years. Regional roles are also aplenty in FMCG firms that have a regional presence.
