Question

Topic: Career/Training

Going From Creative To Brand Manager Role?

Posted by Anonymous on 7/4/2005 at 9:58 AM ET 250 Points
Hello everyone,
I have upwards of 10 years experience on the 'creative' side of the adveritising and design industries - from pure graphic design, to art direction for advertising, writing, strategy, production etc. I have tertiary qualifications in design, a degree in advertising, a diploma in Marketing comms and am currently studying an MA in Design (which might be switched to Marketing soon too).

My more recent roles have seen me as Art Director, Snr AD and CD and am now thinking of making a move into a different role (call it a seachange), that of brand management, or similar.

As I've spent the last 10 years promoting myself through my folio, I'm not certain how to approach this new step.

What is a general job description for a brand manager role?
What goes in a brand manager's CV?
What key indicators are you judged on in an interview?
What types of questions are asked in the interview?
Any ideas on how to jump over to the client-side of the fence?
And how do you think my experience would benefit/detract from applying for these types of jobs?
Am I qualified enough?

Your help would be much appreciated.

Kind Regards.
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RESPONSES

  • Posted by ReadCopy on 7/4/2005 at 10:10 AM Member
    A good tip is to look at recruitment websites, from them you will get a great understanding of what is required of the role, what employers are asking for, what you should put in your CV etc
  • Posted on 7/4/2005 at 10:09 PM Member
    I have a few thoughts and observations.

    First, the career change you're contemplating is not very common. There are a number of reasons for this, not the least of which is that the skill set required for each is quite different from the other. Brand managers are generally quite analytical, quantitative, structured, and financial/business oriented. Creative/design folks are usually more spontaneous, intuitive, emotional, and unstructured.

    That doesn't mean you can't make the change successfully, but you probably ought to examine where your strengths and interests lie. It's unlikely you chose design because you were more suited to brand management. What's changed in 10 years that would suddenly make that choice different now?

    Second, you should talk to a few people in brand management on a casual basis to pick their brains, learn what they like/dislike about their jobs, find out what the do on a day-in day-out basis, etc. Think about what you'd like to know and see if you can get 5 or 6 people who are "there already" to sit down with you and share what they've learned about brand management. This is clearly the best way to get the information you seek.

    Third, pick up a copy of The Potato Chip Difference : How to apply leading edge marketing strategies to landing the job you want. Not only does the book have some useful how-to suggestions that address your questions, but there are several examples and case studies that come straight from the brand management world. I think you'll find it provides a good perspective on the issues you're facing.

    If you visit the website (www.potatochipdifference.com), you can preview the table of contents, the introduction, and chapter 1. And if you buy the book there, you get a free copy of the booklet 10 Stupid Things Job Seekers Do That Guarantee They'll Be Looking For Work Again Soon.

    Good luck.
  • Posted on 7/5/2005 at 10:58 AM Accepted
    As the CEO of a branding consultancy, I would reccommend you not make the switch from the creative director role to the brand management role, as the two disciplines really are quite different.

    The fact of the matter is that brand management, on a day to day basis, often has little or nothing to do with brand strategy or design, which is the sort of work that is typically done by a branding consultancy such as Landor, Interbrand, Enterprise IG, et cetera. A brand manager would frequently tend to be involved in such details as distribution, pricing, and so forth, and you may or may not have some strategic responsibility for the development of the brand over time. You probably wouldn't be expected (nor encouraged) to do any of the creative work, and I'm not sure if they'd let you mess with the positioning either.

    If you want to get into the number-crunching side of marketing, brand management is a good choice, but honestly, I would reccommend staying in your current position. A "crossover" job you might consider that could bridge the gap between where you are currently at and the role of brand management would be a position as a brand strategist at one of the big branding consultancies.

    As far as I'm concerned, though, brand manager is a definite step-down from the rank of creative director. It's akin to leaving a job as a CEO to become a vice president at another company.

    -WGW
  • Posted by chough on 7/8/2005 at 3:16 AM Accepted
    Hello Dimitri. What a fascinating thread… no answers I'm afraid, but I will be watching it closely as your situation almost exactly parallels my own. I am currently a "creative head" at a design & marketing company, foccusing on 'retail activation'. Over the last few years I have got more involved in the more strategic planning of campaigns, and how this is implemented creatively. The more of the 'big picture' I see, the more fascinating the whole area of brand management seems - and it's great to apply all the creative skills learnt to the more analytical approach required. I must admit, the brand strategy, motivational psychology and how that affects the creative stategy it the area that really interests me. So, to sumarise, if it's where your interst lies, do your homework (you are!) talk to as many people doing the job as you can, and don't worry too much about a brand manager being a 'step down', as if you really enjoy your job and bring to it the passion & curiosity you seem to have, as well as your non-standard skills set, you will surely excel!
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