The truth about being a brand manager in Singapore FMCG

So you want to be a brand manager in Singapore FMCG?

Branding roles have been ever popular with marketing professionals, particularly within the fast moving consumer goods (FMCG) sector for its highly coveted niche nature.

A career in brand management – as glamorous as it appears to be – can be extremely competitive and challenging.

Getting into the industry

When it comes to brand management within FMCG, there are no set requirements – only a broad set of guidelines governing entries into this role.

A degree in business would be sufficient, however if one does not hold such a degree, diplomas or specialised courses taken in marketing would suffice to acquire an entry level or junior position.

However, to acquire a mid or senior level job, prior experience of three to five years’ in the same sector would be pivotal.

Thus, moving into FMCG marketing mid career can be extremely difficult, unless you are looking at entry level of junior positions as experience is a typical requirement of such jobs.

However, for Marketing professionals from other consumer industries or advertising agencies who do wish to get into the role may find contract roles a strong stepping stone into FMCG brand management. It can be an alternative route if one wishes to change his/her job line.

Prior experience in an industry where exceptional project management skills, teamwork and high performance in a fast-paced environment are required could place an individual at an advantage when getting into the industry.

Market trends and opportunities

Different sets of consumers require different branding strategies and with companies launching multiple successful brands that cater to different market segments, no one manager can effectively manage all these brands.

Thus, brand managers always remain in high demand and opportunities to acquire such positions are aplenty throughout the year.

Brand managers are not only required within the FMCG industry, but in most other related consumer industries such as manufacturing and retailing of food, clothes, electronics, drinks as well as companies that provide financial services, leisure, travel and entertainment.

Furthermore, in-house employment of brand managers by charities, business-to-business service providers such as IT and training firms has also become a common occurrence.

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 get your hands dirty and work long hours juggling multiple deadlines. You will have a broad spectrum of job functions, focusing on both short-term and long-term goals, thus having a passion for marketing in general is a much-needed trait.

Some of the typical key responsibilities of a brand manager are

• Generating names for new and existing products and services as well as coming up with ideas for new packaging designs (shape, size, colours, font, imagery and more)
• Developing and implementing marketing strategies to effectively communicate the value proposition of the product
• Monitoring distribution of products and consumer reactions through focus groups and market research
• Come up with new ideas for future products based on market research and develop marketing collaterals that are consistent with the company brand regulatory guidelines
• Assessing the profitability of your product/service and maintain if not improve the current brand presence in the market
• Be up to date with the latest marketing trend as it also involves planning and co-coordinating events as well as advertisement campaigns for brands or products

What employers are looking for?

Successful professionals often possess a creative mind and strong business acumen, and have a degree or even MBA in business management or marketing.

Employers also look for professionals with organisational skills and a meticulous nature – prized qualities within the FMCG sector since brand managers often have to manage multiple projects or product lines.

Professionals with regional experience or knowledge in handling high profile brands and big budgets are also extremely attractive to employers since the demand is greater than the actual supply of talent.

The industry this role is placed in is a dynamic one, thus a go-do philosophy works the best. All the opportunities are available for you, it just depends if you take advantage of them or not. Thus, employers look for individuals who are self-driven and have an entrepreneurial outlook to ensure they will be able to grow.

Your career path

As a brand manager, you can move into senior or group brand management roles after more than four 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 six years. Regional roles are also aplenty in FMCG firms that have a regional presence.