Brand Managers work in-house for brands or at creative agencies. They’re in charge of analyzing consumer insights and using these to inform branding strategies. Typical requirements for this position include a BS or MS in marketing, advanced written and interpersonal communication skills, and quantitative analysis skills. The best Brand Managers are metrics-driven and will use numbers to demonstrate their success in past roles.
Use open-ended and situational questions to identify the right Brand Manager for your team. You’re looking for a candidate who is always plugged into the marketing activities of their brand’s competitors, as well as the feedback of their customers. In some situations, it may be best to find a brand manager who has experience in your specific industry.
During the interview, assess hard skills like analyzing metrics, monitoring market trends, and translating consumer feedback into to-do items on a brand plan. This is also a time to evaluate managerial skills including leadership, teamwork, and communication skills. How clearly do they explain themselves? How well do they handle conflict? Can they coach and motivate a team? Above all, this is a creative role. Be sure to take a close look at their work samples, and keep an eye out for candidates who pitch creative branding ideas of their own.