An increase in brand management roles
We have seen a significant increase in brand management roles recently, following a period of performance marketing roles taking the lead. It’s really no surprise when the argument for long-term brand-building alongside short-term marketing objectives, and the balance of both, has been debated within the marketing industry for some time. A lot has changed in recent years, resulting in experimentation and transformation, but brand management roles are now back in focus, and here’s why:
Competition
Firstly, the tough economic climate in recent years has driven up competition and the importance of customer loyalty. Brand management roles are increasing to ensure that the brand is disruptive within its sector and that perceived value is optimised.
Technology
Digital transformation is another key reason why brand management roles have grown, with social media in particular increasing both reach and engagement. This digital presence requires a strong, sensitive, and consistent brand image across all digital channels. And, with social media increasing transparency and intensifying brand image, brand leaders are responsible for ensuring that crises are avoided and managed effectively when they do occur.
Data
Data has enabled organisations to measure the impact of brand activity much more effectively, so brand leaders are needed to underpin new strategies with solid data and a clear understanding of customers’ needs and wants. Plus, as we prepare ourselves for a cookie-free world, they will be working alongside the wider team to develop a first-party data and personalisation strategy.
Key messages
This depth of understanding then drives a customer-centric approach, with the brand leader playing a crucial role in developing key messages that resonate with the target audience.
Purpose
And, finally, while purpose has been another debated topic for marketers, it has become more important than ever for brands to align their values with those of their customers and other key stakeholders. Clearly communicating the brand’s purpose, with regards to environmental and social matters especially, is no longer a trend – it’s expected.
As with many of the changes we’re seeing within brand and marketing teams, the evolution of both technology and customer behaviour are often behind them. Brand-building is more important than ever to make the most of these opportunities, long term.
If you feel ready to move towards the next stage in your career, or if you’re hiring a senior brand leader for your team, please get in touch or connect with us/send a message on LinkedIn.
Suzie Walker Executive Search is a firm of specialist headhunters with an expert team recruiting interim and permanent senior leaders for B2C and B2B marketing and digital/tech roles in FTSE 350 and private equity-backed companies. Find out how we can support you by connecting with a Consultant below.
