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Working as a brand manager in FMCG

Brand management is a rewarding and expanding area within the marketing function, particularly within the fast moving consumer goods (FMCG) sector. Our Dublin recruiters provide insights on finding a new opportunity in this competitive and challenging area.

Getting into the industry

When it comes to brand management within FMCG, prior experience in a similar sector is crucial to securing mid to senior level jobs within most companies. Unless you are looking at entry level or junior positions, you may find it extremely difficult to move into FMCG marketing mid career. Marketing professionals from other consumer industries or advertising agencies may find contract roles an excellent way to gain some branding experience.

Market trends and opportunities

There is demand for good FMCG brand managers, not just within the FMCG industry. Brand managers are also extremely popular in other related consumer industries such as retail, mobile telecommunications, consumer electronics and consumer banking. Overall, accomplished brand managers with specialist sectoral experience will find challeneging new opportunities.

The truth about brand management

Marketing professionals may find it glamorous working for big names within the FMCG sector. The truth is - brand management is hard work because of the brand name at stake. As a brand manager, you will have to work long hours and juggle multiple deadlines. Key responsibilities include a broad spectrum of job functions, from brand strategy planning, advertising and promotions to market research and product development.

Marketing professionals from other consumer industries or advertising agencies may find contract roles an excellent way to gain some branding experience.


What employers are looking for 

Employers will look for a creative mind and strong business acumen, a degree or an MBA in business management or marketing. They also look for professionals with good organisational skills and a meticulous nature. These are prerequisites within the FMCG sector since brand managers often have to manage multiple projects or product lines. Professionals with regional/multi-regional experience or knowledge in handling high profile brands and big budgets are also extremely attractive to employers as there is a shortage of professionals with international experience.

Your career path

As a brand manager, you can typically move into senior or group brand management roles within a larger organisation after more than five years’ experience, where you will oversee a portfolio of brands and lead a team. Successful managers can eventually move into marketing director or general management roles after more than eight years' experience.

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To explore your opportunities in marketing click here or benchmark your salary using the Robert Walters Ireland Salary Guide.

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