Question

Topic: Career/Training

Help Positioning Myself For A Career In Brand Mgmt

Posted by Anonymous on 5/18/2011 at 11:13 AM ET 250 Points
Hello fellow MarketingProfs members,

I am looking to “break into” brand management and I would love to get your thoughts on the positioning of my personal brand for my job search.

Just a little bit about my background:

- I earned my MBA in 2009. I entered grad school immediately after earning my Bachelor’s; besides an internship, I did not have any previous marketing experience.
- After graduating, I took a position to oversee the marketing and business strategy for a local company. They are a service company; in the 2 years since joining, sales have increased from $150,000 to $300,000+.
- Working in a small business environment, I have a broad scope of responsibility. As a result, I believe I am well-rounded, and not a “specialist”.

My challenge has been this--how do I put this generalist, small business experience in the best possible light when applying for positions to multi-billion dollar CPG’s?

Up until now, I have positioned myself as a “Renaissance Marketer”; a versatile leader with experience in several areas of marketing. This, of course, plays on the idea of a polymath/renaissance man…a person whose expertise spans a significant number of different subject areas.

I’m torn over whether or not this is the correct positioning. On one hand, I think it is very valuable for a brand manager to have experience in a wide range of marketing and business activities. However, I feel like I am trying to be all things and lack focus.

I would really appreciate your thoughts!

-Donald
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RESPONSES

  • Posted on 5/18/2011 at 3:32 PM Accepted
    Many reactions.

    First, you probably need to identify your target companies very specifically and do some research regarding their hiring practices, requirements, etc. Each one is a little different, and lumping them all into a category of "CPG's" is not going to help you with your career planning.

    Next, "Renaissance Marketer" might appeal to a smaller business, but it probably won't play well with most of the CPG giants you're considering. They view brand management as highly quantitative and more like a science than an art. Of course, you can draw on your "Renaissance" experience once you're there, but it may not be the best "cover for your book."

    Finally, I would develop the story about the impact YOU made on the growth of your current company. Doubling any business in 2 years is a remarkable accomplishment, and it will definitely get the attention of an interviewer. Just be sure not to overplay your role. Be honest about your part in that growth, and use it to demonstrate your maturity and understanding of how businesses grow -- not just how smart you are.

    Good luck. Let us know how it goes.
  • Posted on 5/19/2011 at 10:16 AM Author
    Michael,

    Thank you for those great thoughts.

    You mention that I should communicate the impact that I have had on my brand’s growth. In short, this is what my role has been:

    - Helped reposition our company as a premium brand.
    - Focused our product offering to specialize in one thing and the expert in our category.
    - Re-defined and narrowed our target market.
    - Formed strategic alliances and co-marketing programs with other leading vendors.
    - Sponsored 50+ trade and association events.
    - Established social media presence; I am responsible for monitoring, interacting, etc., on our social sites.
    - Oversee all digital strategy--website design, SEO, CPC, review sites, etc.

    As with most who work in an entrepreneurial environment, my responsibilities vary greatly. Even though my job title is marketing manager, I find myself contributing to many other areas in the organization.

    I think I have three inherent “weaknesses” in the eyes of hiring companies:

    1) Generalist; I do not specialize in any one area--strategy, digital, promotions, etc…though I have experience and success in all of them.

    2) Small business stigma. I feel they may think I am not ready for the “big leagues” (even though working in a small biz has given me many experiences my job competitors lack)

    3) My company sells a service, not consumer goods. The company I work for is in the event industry and this probably disqualifies me immediately in the eyes of some companies.

    Which positioning would you suggest to turn these weaknesses into strengths? Would it be that I bring a different perspective to the table and think differently than “classically trained” brand managers?

    Thanks for all your help!

    -Donald
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