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Brand Manager Job Description: Top Duties and Requirements

Edited by Indeed Employer Content Team
Last updated October 8, 2025
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Indeed’s Employer Resource Library helps businesses grow and manage their workforce. With over 15,000 articles in 6 languages, we offer tactical advice, how-tos and best practices to help businesses hire and retain great employees.

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6 min read

A Brand Manager, or Brand Strategist, is responsible for developing a marketing and public relations strategy to advertise a company’s brand and encourage sales. Their primary duties include developing advertising campaigns, arranging media coverage of the brand, and compiling reports to assess the success of campaign and advertising strategies.

Brand Manager duties and responsibilities

A Brand Manager is expected to perform regular tasks daily to ensure the best level of promotion for their brand. Some tasks expected of a Brand Manager in any industry include:

  • Develop and maintain good relationships with relevant media outlets and arrange interviews
  • Develop advertising campaigns with clear-cut strategies and goals
  • Manage a marketing team
  • Promote the brand, product, or service via email, print, broadcast, or other forms of promotion
  • Act as a representative of the brand in professional settings
  • Create and distribute reports with analytical data about each campaign strategy used
  • Plan and organize publicity events
  • Perform regular surveys to learn more about what their clientele is looking for

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Brand Manager Job Description Examples:

Example 1

The Brand Manager is responsible for leading the creation and execution of consumer-facing brand and product strategies, and for growing the Company's brand portfolio into an industry leader in brand equity.

This position requires a self-starter with a true entrepreneurial spirit, a commitment to detail, fostering strong relationships and a track record of delivering results. The cannabis industry is fast paced, and we need great people to help us continue our success. If you possess the grit to grow your career in the emerging industry, then come win with us!

Key Duties & Responsibilities:

  • Lead the creation of annual brand marketing strategies
  • Monitor the marketplace for competitive activities
  • Contribute to the development and execution of a long-range innovation pipeline
  • Work with the commercialization team to create new product ideas, brand and product specifications, pricing, and sell-in strategies to key customers
  • Manage B2B email strategy and execution
  • Work in close collaboration with the sales and commercialization teams to create integrated commercial launch plans for new brands and products
  • Manage a significant brand and trade marketing budget
  • Conduct regular, strategic business reviews to analyze trends, category performance, and identify opportunity areas, and present recommendations to the leadership team and trade partners
  • Develop and execute winning in-store brand strategies and promotions
  • Develop and execute digital and social media tactics in support of brand-building strategies
  • Potential to manage a direct report

Qualifications and Requirements:

  • Candidates need minimum 3-5 years experience in a Brand Management in a CPG, Beverage Alcohol, Cannabis, or other related industry
  • Clear passion for and solid understanding of cannabis and cannabis-based products
  • BA in Marketing, Business, or other related fields; an MBA would be an asset
  • Experience with brand building, innovation, commercialization, trade marketing, design, cross-functional team leadership, and leading external agencies to business success
  • Experience writing creative briefs, giving detailed and useful creative feedback, and working with designers on creative projects
  • Proficiency in using Microsoft 365 suite (Teams, Outlook, Excel, PowerPoint, and Word)
  • Proficiency in using Adobe suite products (Photoshop, Illustrator, InDesign)
  • Strong copywriting abilities

We appreciate the interest from all candidates; however, we will be contacting only those that best fit our client’s requirements.

Terra Recruitment welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process.

Job Type: Full-time

Salary: $60,000.00-$70,000.00 per year

Schedule:
  • 8 hour shift

Ability to commute/relocate:
  • Richmond Hill, ON: reliably commute or plan to relocate before starting work (required)

Education:
  • Bachelor's Degree (preferred)

Experience:
  • brand marketing: 3 years Location: Hybrid remote in Richmond Hill, ON

Example 2

Our company is looking for a Brand Manager to join our team. Working under Marketing Managers or CMOs, Brand Managers serve as the point-person for developing, implementing and executing marketing initiatives and activities for their particular brand. These initiatives and activities include campaigns (print, web, social media, broadcast, etc.), events, corporate responsibility programs and sponsorships.

Education Requirements:

  • Expert knowledge about marketing and related subjects (advertising, market research, consumer behavior, marketing analytics) culled from years of hands-on experience in the industry and in the marketing field.
  • 1-2 years experience is often required.

Essential Skills:

  • Business savvy.
  • Ability to multitask.
  • Excellent written and verbal communication skills.
  • Strong research and analytical skills.
  • In-depth understanding of the company’s current products and future concepts.
  • A willingness to listen.
  • Ability to think creatively and innovatively.
  • Budget-management skills and proficiency.
  • Analytical skills to forecast and identify trends and challenges.

Roles & Responsibilities:

  • Maintain a company or individual’s public image through the implementation of marketing initiatives.
  • Make decisions about the cost of branding and analyzing trends in customer spending.
  • Build relationships with influencers, journalists and media outlets.
  • Oversee social media accounts and ensure brand consistency.

Day-to-Day Duties:

  • Communicate with company executives, marketing personnel and public figures.
  • Complete research into industry trends and public perception.
  • Aid in the creation of marketing and advertising campaigns to strengthen the client’s brand identity.
  • Develop custom marketing and advertising strategies.
  • Create designs and layouts for media outlets.
  • Write pitches, blog posts and articles.
  • Conduct meetings with clients.
  • Oversee marketing staff.

Job Type: Full-time

Salary: $47,573.71-$62,346.88 per year

Benefits:
  • Commuter benefits
  • Company events
  • Dental care
  • Disability insurance
  • Employee assistance program
  • Extended health care
  • Life insurance
  • Paid time off
  • RRSP match
  • Tuition reimbursement
  • Vision care
  • Work from home
Schedule:
  • Day shift
  • Monday to Friday
Supplemental pay types:
  • Bonus pay
  • Commission pay
  • Overtime pay
  • Retention bonus
  • Signing bonus
  • Tips



Education:
  • Secondary School (preferred)

Experience:
  • Marketing: 1 year (preferred)

Ability to Commute:
  • Edmonton, AB T5N 3Z1 (preferred)

Ability to Relocate:
  • Edmonton, AB T5N 3Z1: Relocate before starting work Location: In person

Example 3

Job Title: Brand Manager (Jack of All) – Valco Baby Canada

Work Location: North York, Ontario (in office)

Reports to:President

Full-time, Compensation:commensurate with experience (base + commission with upside)

Leda Health Innovations Inc. is a sales, marketing and distribution company in the juvenile industry. Our portfolio includes over 15 brands with shipments coming from all over the world. As we continue to grow, we are looking for a Brand Manager to run the day-to-day for a stroller brand that is joining our portfolio.

The ideal candidate is well-rounded and ready to do what it takes to make the brand successful and to take it to new heights in our market. While supported by our infrastructure and other departments (admin, accounting, inventory, logistics, management etc.), a successful candidate should have an ability to wear many hatsand be highly motivated to learn and grow.

This candidate will report to our President and work with other account managers as it relates to sales, marketing & customer service.

Essential Duties and Responsibilities:

Responsibilities include:

  • Sales to existing and prospective customers
  • Booking meetings
  • Product knowledge training for store staff
  • Customer Service
  • Some car & air travel required

About the Brand – Valco Baby

  • 30+ year old brand with expertise in manufacturing high quality and affordable products.
  • Has been a successful brand in Canada for 5-6 years since launching with sales at independent boutiques across the country.
  • Product range stands for quality & value and has broad appeal to retailers and consumers alike.
  • Innovative range with features & trends parents want!

Education and/or Work Experience Requirements:

  • College Diploma/Degree or related work experience
  • Sales experience – either B2B or B2C
  • Strong communication (written and verbal), organization and presentation skills - A People Person!
  • Excellent knowledge of Excel
  • Strong time management and multitasking skills and a great work ethic
  • Must be energetic and fun to work with
  • Must be Passionate and Hungry!

We believe this is an exciting role to continue to grow the Valco Baby brand in Canada. If you believe you have what it takes and are passionate about this role, please reach out and let us know.

Job Type: Full-time

Salary: From $55,000.00 per year

Benefits:
  • Casual dress
  • Dental care
  • Extended health care
  • On-site parking
  • Paid time off
  • Store discount
Schedule:
  • Monday to Friday
Supplemental pay types:
  • Bonus pay
  • Commission pay

Ability to commute/relocate:
  • North York, ON: reliably commute or plan to relocate before starting work (required)

Experience:
  • Sales: 2 years (required)

Work Location: One start date: 2023-01-02

Example 4

Entomo Farms’ Brand Manager is responsible for creating and implementing the brand and marketing strategy into the key areas of Sales (Retail, Shopify, Amazon), Partnerships, and Social Media, for both Entomo Farms and Actually Foods. The objective of this role is to ensure that the positioning of all products will resonate with customers. Key goals include growth in brand awareness, trial and repurchase, and social communities. In addition, this role includes digital retention and sales efforts with email and rewards/loyalty programs to extend lifetime customer value. This role has a wide scope of responsibility across sales and marketing and requires laser focus on KPI’s to ensure success in all activities without getting lost in too many details or tactics.

Responsibilities
  • Analyze brand positioning and consumer insights
  • Develop and implement multi-channel marketing strategies
  • Lead creative development and serve as primary liaison with designer
  • Establish performance specifications, cost and price parameters, market applications and sales estimates
  • Measure and report performance of all marketing and sales campaigns, and assess ROI and KPIs
  • Monitor market trends, research consumer markets and competitors’ activities, along with retailer sales performance
  • Oversee new and ongoing sales, marketing, and advertising activities
  • Monitor product distribution and consumer reactions
  • Devise innovative growth strategies
  • Align the company around the brand’s direction, choices, and tactics
  • Work directly with sales broker and various marketing groups
  • Develop sales and promotional strategies while managing customer P&Ls
  • Forecasting - rolling 12 across all channels
  • Sales Budget creation and maintenance
  • Sales and GAP reporting, retail strategies for continued growth
  • Assist with all vendor relations
  • Manage e-commerce - Shopify, Amazon
  • Manage PPC Amazon Ads consultant
  • Plan, implement and optimize organic social content calendar (FB, Tik Tok, IG, and LinkedIn) and proactively engage with community
  • Create, execute, and measure email marketing program
  • Create, execute, and measure a loyalty and rewards program
  • Source, create, execute, and measure all digital partnerships including sponsored e-blasts, podcast ads, and sponsorship opportunities
  • Liaise with web designer /IT consultant to oversee all required site updates linked to managed programs

Requirements and skills
  • Proven working experience as Brand Manager or Associate Brand Manager
  • Proven ability to develop brand sales, and marketing strategies and communicate recommendations to executives
  • Experience in identifying target audiences and devising effective campaigns across multiple channels
  • Excellent understanding of the full marketing mix
  • Strong analytical skills partnered with a creative mind
  • Data-driven thinking and an affinity for numbers
  • Outstanding communication skills
  • Up to date with latest trends and marketing best practices
  • Degree in marketing or a related field
  • Works well independently or as a member of a small team
  • Familiarity with paid advertising on Amazon, Facebook, and Tik Tok, as well as email marketing a bonus
  • Interest in edible insects

Job Type: Full-time

Salary: $70,000.00-$80,000.00 per year

Flexible language requirement:
  • French not required
Schedule:
  • Monday to Friday

Experience:
  • Marketing: 2 years (required)
  • Brand Management: 2 years deadline: 2022-06-17

Example 5

ROLE:Brand Manager

Reports TO:Marketing Director

Location:Burnaby, BC

We are looking for an Brand Managerto join our Marketing team. As the Brand Manager, you will have a big hand in both developing and executing the brand strategy to drive and accelerate our growth.

Opportunities
This is a very exciting time for the marketing team as we continue to grow and expand! This role will be responsible for the development of marketing plans, advertising and promotional programs, pricing and sales forecasts to facilitate the volume and profit growth and support the achievement of company growth targets.

You must be a go-getter with exceptional communication and organizational skills. You will continue to grow your skills you have learned in many areas such as PR, social, digital, packaging, events and other consumer programs.

HERE IS WHO YOU ARE…

DRIVE & Motivation
  • You would love to work in an entrepreneurial environment where ‘change’ is the only constant
  • You are passionate about marketing and want to grow your career in this field
  • You want to grow your customer service skill and abilities

Character & Abilities
  • You are a planner who can juggle multiple projects and priorities with urgency, efficiency, and accuracy
  • You are an excellent communicator who can easily work independently or collaboratively in a team
  • You have a positive attitude with the drive for results and excellence
Knowledge & Skills
  • You have strong time management and organizational skills
  • You have top-notch communication and interpersonal skills – oral and written
  • You have experience or knowledge with consumer data (Nielsen, Homescan) a strong asset.
  • You have strong analytical and project management skills, with ability to lead cross functional teams and are familiar with the stage gate process.
Experience
  • You have 7+ years in marketing in a CPG environment
  • You have bachelor’s degree in related field (marketing, business), from an academically reputable university preferred.

Things YOU WILL DO…
  • Leads the development of new products and formula improvements to best meet the needs of customers and consumers
  • Manages relationships with partners and Agencies to ensure a unified Brand image and message throughout advertising, packaging and promotional efforts
  • Uses research information and available data to capitalize the growth opportunities and track the performance of the market, our company, and competition
  • Develops and executes strategic marketing plans to facilitate volume and profit growth to meet company objectives, including: Brand reviews/analyses, budget management (coding and approving invoices, business cases,), promotional plans (managing agency relationships), media/ad plans, competitive analyses, and accurate forecasting for new products
  • Plans and develops the organization's advertising and promotion activities through internal and external suppliers. including day-to-day communication, budget management, and negotiating costs

OTHER …
  • Develop consumer insights through trend gathering and competitive monitoring
  • Recommends and manages research with our various agency partners
  • Identifies opportunities for product improvements and line extensions and manages their implementation

Job Types: Full-time, Permanent

Benefits:
  • Casual dress
  • Company pension
  • Dental care
  • Disability insurance
  • Extended health care
  • Flexible schedule
  • On-site parking
  • Paid time off
  • RRSP match
  • Vision care
  • Work from home
Schedule:
  • 8 hour shift

Application question(s):
  • Will you be able to reliably commute or relocate to Vancouver, BC for this job?

Education:
  • Bachelor's Degree 7 years (preferred)

Example 6

Job Title – Assistant Brand Manager

Department- Marketing

Years of experience – 1-3 yrs.

Position Type- Contract (12 months)

The Crump Group Inc. is a family-owned and operated premium pet treat manufacturer. Started in 2006, we have successfully established 3 market leading brands (Caledon Farms, Crumps Naturals and Dog Delights) distributed throughout Canada and the United States. The Crump Group Inc., a large & rapidly growing pet food manufacturer based in Mississauga Ontario is seeking a dynamic, results oriented Assistant Brand Manager. This is an exciting opportunity to:

· Work in a category that is consistently growing

· Target consumers that LOVE their pets

· Drive Canadian for all of North America

· Impact both retailer and eCommerce brand experiences

· Lead a growing budget and roster of agency partners

As the Assistant Brand Manager, you are responsible for supporting the development of brand strategies, promote brand growth and expansion, implement brand plans, and use a variety of data to drive volume and profitability. You will get to work on new product development, marketing communications, and owned channel experiences for a portfolio of growing brands.

Job description

You will be primarily responsible for the following duties and responsibilities:
  • Working closely with core cross-functional and external partners throughout the product development cycle to build plans, launch innovation, and ensure execution within brand guidelines.
  • Supporting the execution of brand management plans. Deliver against strategic brand initiatives and strong business recommendations by driving to key insights through in-depth competitive, consumer, shopper, financial and product analysis.
  • Supporting key processes including portfolio strategy, planning, business performance reporting, cross-functional and agency briefings (e.g. content, packaging design, in-store POP, etc), and overall brand stewardship.
  • Supporting alignment and decision making across teams through key integration points with relevant functions.
  • Supporting packaging design development and execution to drive breakthrough impact at shelf, while ensuring brand standards are met.
  • Monitor and communicate expenses to ensure projects are completed on time and on budget.

Recipe for Success
  • 1-3 years brand management experience (consumer packaged goods experience preferred).
  • Undergraduate degree in business with major in Marketing, or a related field.
  • Strong business acumen and analytical skills with reporting accuracy
  • Understanding of marketing and business fundamentals
  • Solid project management experience, with the ability to lead multiple cross-functional projects
  • Ability to successfully manage multiple and competing priorities
  • Ability to work independently and function as a strong team player
  • Demonstrated ability to think creatively & strategically, with strong business mindset
  • Strong interpersonal, oral, and written communications skills, including the ability to comfortably and effectively present in front of different types of audiences.
  • High sense of urgency and action-orientation
  • Advanced user of MS Suite of Products (PowerPoint, Excel, etc.).



The Crump Group is committed to equity in employment and diversity. The Crump Group will provide an inclusive and barrier free recruitment process to applicants with accessibility needs in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act (AODA). If you require a disability-related accommodation during this process, please inform The Crump’s Group of your requirements.

Job Type: Fixed term contract
Contract length: 12 months

Schedule:
  • Monday to Friday



Experience:
  • Brand Management: 1 year Location: In person

Example 7

JOB Purpose

This role will spearhead Marketing initiatives for our B2B premium organic skin care brand. Under the guidance of the marketing managers, the BM will manage all duties related to brand management.

Duties AND Responsibilities

Strategic Responsibilities:

· Implement Brand consumer marketing strategy in Canada/US in alignment with Marketing Manager

· Drive brand growth through superior innovations, communication and in market activities.

· Bring digital consumer marketing to new heights.

Portfolio Management:
  • Local responsibility of product portfolio.

In-Market Execution:
  • Responsible for activation and local best in class execution across Nort America markets.

In Depth Market, Customers & Consumer Knowledge:
  • Develop market knowledge in terms of trends, competitors, assortments, segments and derive concrete action plans for the brand.
  • Strengthen customers/consumers orientation in the team and closeness to the field. Ensure that relevant market research is conducted to understand and answer brand challenges, market environment and consumer behaviors.

Brand Development:
  • Drive brand demand and sellout, improve profitability and maximize market shares through monthly performance analysis, brand sales forecasting, and identification of business risks and opportunities, leading to recommendations for future strategy.
  • Identify risks and opportunities and push actions if needed.
  • Validate promotional objectives/plans along with account managers and follow up on implementation.

Brand Profitability:
  • Steer product assortment, ATL and BTL budget. Influence sales through strategic guidance on pricing, promotions and sales mix to achieve net margin objectives.
  • Control marketing investment in line with the agreed plan/forecast, reconciling and updating throughout the financial year. Identify opportunities to drive efficiencies of marketing investments.

Digital:
  • Ensure the continuous development of the brand in line with the overall brand strategy across digital platforms and amongst consumers in the region.
  • Lead the digital management of precision marketing, social media channels, influencer strategy, SEO, CRM implementation while delivering KPIs across earned, paid and owned media.
  • Liaise with internal teams, external agencies, and local country partners to ensure consistent execution of digital consumer marketing plan across touchpoints and to identify appropriate digital opportunities.



Qualifications

Minimum Experience Requirements

· 2-5 years of experience in Brand Marketing

· B2C experience

· Strong digital marketing experience

· Experience with personal care/skin care brands will be a plus.

· Strong analytical, organizational and project management skills as well as being attentive to details.
  • High level analytical capability.
  • Experience presenting complex and/or detailed information to multiple individuals/audiences with differing knowledge levels.

Preferred Experience Requirements

Minimum Education Requirements
  • BS degree in Marketing, Business, or related field from an accredited institution.

Required
Skills
  • Resilient, need to have optimism and passion to continually focus and achieve goals.
  • Comfort with ambiguity and a fast-paced, dynamic, start-up environment.
  • Ability to influence decision-making at various levels internally and externally.
  • Love working with designers and creating marketing tools
  • Self-sufficient marketeer

Job Type: Location: In person
Our mission

Indeed’s Employer Resource Library helps businesses grow and manage their workforce. With over 15,000 articles in 6 languages, we offer tactical advice, how-tos and best practices to help businesses hire and retain great employees.

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Create a culture of innovation
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What does a Brand Manager do?

A Brand Manager is responsible for developing and implementing a strategy that maximizes the brand’s exposure and increases its profitability. They oversee a team of marketing professionals and ensure the team effectively follows the strategy, and advertises the company well. The Brand Manager also communicates with media contacts regularly and maintains a good relationship with them to make future promotional strategies even easier to roll out. They report all data associated with their campaigns to show how much the brand has gained from each specific campaign.

Brand Manager skills and qualifications

A successful Brand Manager candidate has the necessary skills and qualifications to effectively promote and represent the company. Some of the common skills required include:

  • Exceptional communication skills
  • In-depth knowledge of social media and other promotional platforms
  • Strong interpersonal skills
  • Strong organizational skills
  • Excellent reporting and analytical skills
  • Excellent knowledge of digital technology and software programs
  • Excellent leadership skills

Brand Manager experience requirements

As a management position, a Brand Manager needs significant experience in marketing and public relations. Look for candidates with several years of experience as an Assistant Brand Manager or Marketing Specialist. Evidence of project management, supervision, or leadership experience is extremely valuable and necessary for successful Brand Managers.

Brand Manager education and training requirements

Brand Managers need a degree in marketing, advertising, business, public relations, communications, journalism, or a related field. Candidates with a Master of Business Administration (MBA) are preferred, as they have an in-depth understanding of concepts like economics and the market. Look for candidates who are confident and comfortable public speaking, and can exemplify their communication skills.

Brand Manager salary expectations

According to Indeed Salaries, the average Brand Manager salary in Canada is $63,446 per year. Salaries will vary based on factors such as geographical location, size and type of industry, and level of experience.

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