75%of MARKETERS plan to stay in marketing

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1 Photo credits: Sylw ia Bartzel, N ic o la Perantoni, Patrick Goethe, M u gley CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 CAREERS IN BRAND MANAGEMENT Which marketing sector INTERESTS YOU? JOSEPHPLIU.COM Copyright by Joseph Liu. All Rights Reserved. Career 22-OCT-18 FAST-MOVING CONSUMER GOODS (FMCG) TECH LUXURY SPORTS Marketing experiences are diverse FMCG Automotive Financial Retail Leisure & Travel 75%of MARKETERS plan to stay in marketing TODAY S AGENDA Technology Entertainment Consultancy Fashion Sports 7 Source: MarketingWeek Salary Survey Jan 10/22/ ,154 respondents. 9 Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 1

2 Photo credits: S y lw ia B artzel, N ic o la Perantoni, P a tric k G o eth e, M u g le y Photo credits: S y lw ia B artzel, N ic o la Perantoni, P a tric k G o eth e, M u g le y Photo credits: S y lw ia B artzel, N ic o la Perantoni, P a tric k G o eth e, M u g le y CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 Brand manager role Project scope Consumer trends Marketing trends Skills to develop Relevant modules Company selection 10 Photo credits: S y lw ia B artzel, N ic o la Perantoni, P a trick G o eth e, M u g le y YEARS IN BRAND MARKETING 4. HIRING & JOB SEARCH INSIGHTS Trends & stats Job search tactics Hiring process JOSEPH LIU PERSONAL BRANDING & CAREER CONSULTANT 13 SPEAKER & WORKSHOP HOST SPEAKING ENGAGEMENTS CAREER COLUMNIST & COMMENTATOR Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 2

3 Photo credits: Sylw ia Bartzel, N ic o la Perantoni, Patrick Goethe, M u gley CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 PODCAST HOST Top 10 podcast for entrepreneurs Best podcast for transitioning to new career Top podcast to find a new job GREW UP IN USA RADIO NEWS ANCHOR MY CAREER JOURNEY BACHELOR S OF PSYCHOLOGY MEDICAL SCHOOL (2 WEEKS) IMAGES BY: BERNADETTE GATSBY HEALTH POLICY CONSULTANT MBA MY CAREER JOURNEY CORPORATE BRANDING ASSISTANT BRAND MANAGER WHY I CHOSE BRAND MANAGEMENT BRAND MANAGER SENIOR BRAND MANAGER Brand manager role Project scope MY CAREER JOURNEY Consumer behaviour Entrepreneurial GLOBAL SENIOR BRAND MANAGER CAREER & BRAND CONSULTANT Photo credits: Victor Hanacek General management Brand manager s role in a nutshell DESIRE for a product or service Brand manager s role in a nutshell Manage the IMAGE of a brand, ensuring products are UNIQUE and APPEALING to consumers Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 3

4 CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 CLIENT-SIDE AGENCY-SIDE Creation PHOTO: EDDY KLAUS Variety of client-side brand managers Product Product Manager Innovation Manager NPD Manager Brand Marketing Manager Brand Manager Digital Brand Manager Product life-cycle Trade Customer Marketing Manager In-store Activation Manager Shopper Marketing Manager 29 Photo credit: kennymatic CEO CMO VP Marketing General Manager Brand Director Marketing Manager Senior Brand Manager Brand Manager Assistant Brand Manager Marketing Assistant CAREER PATH SCOPE OF RESPONSIBILITIES Strategy INCREASED ACCOUNTABILITY 10/22/18 STRATEGY SCOPE OF RESPONSIBILITIES CREATIVE ü Growth Strategy ü ü ü ü Product Mix Pricing Tactical Planning Strategic Planning Stock downloaded from: pexels.com Strategy Advertising Development Packaging Design Campaigns Collateral Stock downloaded from: unsplash.com Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 4

5 Strategy Strategy Strategy CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 SCOPE OF RESPONSIBILITIES q Competitive Analysis q Market Dynamics q Performance Tracking SCOPE OF RESPONSIBILITIES Strategy ANALYTICS Stock downloaded from: unsplash.com Strategy Global strategy on pricing Agencies MANAGEMENT Stock downloaded from: pexels.com Partnerships Projects Teams Budgets A sampling of BRAND MANAGEMENT projects campaign development Analysis of SKU rationalisation Strategy Cross-functional management of new product launch 43 Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 5

6 Photo credits: S y lw ia B artzel, N ic o la Perantoni, P a tric k G o eth e, M u g le y CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 Consumer Trends I m Watching Consumer trends Marketing trends 1. CONSUMERS ALWAYS SHOPPING 1. Consumers always shopping 2. Messaging Apps 3. Microbrand expansion in 10 shoppers aren t CERTAIN of the brand they want to buy when the begin looking via their SMARTPHONES 84% of consumers are SHOPPING at any given time in up to 6 different categories 61%expect shopping & billing info to be filled in AUTOMATICALLY when they return to site where they ve SHOPPED BEFORE Source: Google/Ipsos, U.S., Playbook Omnibus 2018, n=1,604, online smartphone users, A18+, Jan Source: Google/Ipsos, U.S., Shopping Tracker, Online survey, n=3,613, online Americans 13+ who shopped in the past two days, Oct. Dec Source: Google/Ipsos, U.S., Shopping Tracker, Online survey, n=2,132, shoppers who return to a retailer site, Oct. Dec SOARING MESSAGING APP ADOPTION MOST POPULAR MOBILE MESSAGING APPS WORLDWIDE as of July 2018 Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 6

7 CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct MICROBRAND EXPANSION A best-seller and a never-seller are just TWO ENTRIES in a database; EQUAL in the eyes of technology and the economics of storage. Chris Anderson Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 7

8 CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct Marketing Trends I m Watching 1. Omnichannel 2. Voice Search 3. Visual Social 1. CONSUMERS ARE OMNI-CHANNEL 6 in 10 internet users SHOP & finish shopping on DIFFERENT DEVICES Source: How Mobile Has Redefined the Consumer Decision Journey for Shoppers. Think with Google July Source: How Mobile Has Redefined the Consumer Decision Journey for Shoppers. Think with Google July % of smartphone users CONSULT THEIR DEVICE to make a purchase decision in store Source: How Mobile Has Redefined the Consumer Decision Journey for Shoppers. Think with Google July Source: Mindshare, % of customers expect retailers to use MOBILE TECHNOLOGY to improve their IN-STORE EXPERIENCE 2. VOICE SEARCH Photo credit: tuaulamac on Visual Hunt 58% of consumers have used VOICE SEARCH to find local business INFORMATION in the last 12 months BrightLocal: Voice Search for Local Business Study (panel of 1,012 US-based consumers). April 2018 Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 8

9 CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 Mobile searches for Should I & Do I need have each GROWN 65% Those starting with can I have GROWN 85% Source: How conversational searches change your search strategy, Think With Google (US data) 3. VISUAL CENTRIC SOCIAL MEDIA Let s take a BREAK 22-OCT-18 MARKETING BOOTCAMP AGENDA 10:00-11:00: Marketing Career Overview 11:00-11:15: Break 11:15-12:15: How to land a marketing job 12:15-13:30: Lunch 13:30-14:30: Case interviews I, Overview 14:30-14:45: Break 14:45-15:45: Case interviews II, Preparation Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 9

10 Photo credits: S y lw ia B artzel, N ic o la Perantoni, P a tric k G o eth e, M u g le y CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 Skills to develop Relevant modules Company selection CROSS-FUNCTIONAL COLLABORATION For marketing experts, micromanaging is a weakness. Developing proficiency in collaboration and delegation is essential. The 5 Crucial Skills of Marketing Operations Leaders published 3 Oct 2018 RESULTS FOCUS The key differentiator between a good marketer and a great one is the ability to tie marketing to business outcomes. The 5 Crucial Skills of Marketing Operations Leaders published 3 Oct Source: Source: Key skills needed 1. Strategic thinking 2. Numerical analytics 3. Cross functional acumen 4. Strong communication 5. Leadership & influence 6. Planning & organisation 2. Numerical analytics 1. Adaptation & flexibility 2. People development 3. Interpersonal skills 4. Commercial awareness Strategic thinking 4. Strong Communication 3. Cross functional acumen 5.Leadership & influence Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 10

11 CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct Planning & organisation 1. Adaptation & flexibility ALSO... 4.Commercial awareness 2. People development 3. Interpersonal skills Business school preparatory topics A few B2C sector examples Key considerations CRITICAL Marketing strategy Business strategy Bargaining & negotiation skills Cost accounting Statistics Operations Finance HELPFUL Research methods Financial accounting Entrepreneurship Leadership Ethics Business economics 97 FMCG Automotive Financial Retail Leisure & Travel Technology Entertainment Consultancy Fashion Sports Culture 2. Training 3. Reputation 4. Functional importance 5. Products 6. First role vs. second role 99 Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 11

12 Photo credits: S y lw ia B artzel, N ic o la Perantoni, P a tric k G o eth e, M u g le y CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 Key considerations 1. Culture 2. Training 3. Reputation 4. Functional importance 5. Products 6. First role vs. second role Key considerations 1. Culture 2. Training 3. Reputation 4. Functional importance 5. Products 6. First role vs. second role Key considerations 1. Culture 2. Training 3. Reputation 4. Functional importance 5. Products 6. First role vs. second role Key considerations 1. Culture 2. Training 3. Reputation 4. Functional importance 5. Products 6. First role vs. second role Key considerations 1. Culture 2. Training 3. Reputation 4. Functional importance 5. Products 6. First role vs. second role Key considerations 1. Culture 2. Training 3. Reputation 4. Functional importance 5. Products 6. First role vs. second role 103 MarketingWeek 2018 Salary Survey MarketingWeek 2018 Salary Survey 4. HIRING & JOB SEARCH INSIGHTS Trends & stats Job search tactics Hiring process 106 MarketingWeek Salary Survey Jan ,154 respondents. MarketingWeek Salary Survey Jan ,154 respondents. Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 12

13 CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 MarketingWeek 2018 Salary Survey Agency-side Job hunting options Networking Recruiters MarketingWeek Salary Survey Jan ,154 respondents. Speculative Job boards A few marketing recruitment firms in London Learn more about job recruitment Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 13

14 Photo credits: Sylw ia Bartzel, N ic o la Perantoni, P a tric k G o e th e, M u gley CAREERS IN BRAND MANAGEMENT Presented by Joseph Liu, Oct 2018 Social media more important to employers 70% Use social media to screen (+10 pts vs. 2016) 57% Less likely to interview candidate they can t find online 50% Use social sites to research CURRENT employees Your online profile matters 54% of hiring managers have decided NOT to hire a candidate because of their ONLINE PROFILE Source: U.S. by Harris Poll on behalf of CareerBuilder among 2,380 hiring and human resource managers between February 16 and March 9, Source: U.S. by Harris Poll on behalf of CareerBuilder among 2,380 hiring and human resource managers between February 16 and March 9, 2017 Hiring Funnel Your pitch Be clear about what you want Focus, focus, focus Behavioral Case Fit CV COVER LETTER BEHAVIOURAL INTERVIEW CASE INTERVIEW INTERVIEWS OFFER! REFERENCES ASSESSMENT CENTRE CULTURAL FIT INTERVIEW Industry Type of company/brand Role 3 keys to interview success Be... CONCISE CONCRETE & CLEAR RECAP For a copy of this presentation visit JosephPLiu.com/SBSOct18 CAREER CONSULTANT Copyright by Joseph Liu, ILUMITY Coaching. All Rights Reserved. Copyright Joseph P. Liu JOSEPHPLIU.COM. All Rights Reserved. 14