A Day in the Life of James M. BRAND MANAGEMENT
Anthony is the Associate brand manager for an international consumer packaged goods company; Michigan, U.S.A./ We talked with him how his MBA education helped him to succeed in his job.
What I Do
For my brand, which is a well-known frozen food, I am responsible for understanding consumer behavior, including all the analysis and interpretation of market research studies.
I am also responsible for defining and developing consumer promotion as part of the overall marketing mix. This includes packed promotions (sweepstakes, free-in-mail, etc.) and couponing.
I take advantage of scanner data, information systems, and intelligence to track category and brand performance by region, SKU, product lines, etc., to determine necessary future actions and adjustments to the plan.
I am also involved in the process of developing and defining communication materials and strategies (advertising), and for managing innovation projects in conjunction with a multifunctional team to create growth and value for the brand.