Key Responsibilities and Required Skills for Brand Coordinator

🎯 Role Definition

The Brand Coordinator is an execution-focused marketing professional who supports the development and delivery of brand strategy, integrated marketing campaigns, product launches, and retail/ecommerce activations. Acting as the central point between brand managers, creative agencies, sales, and digital teams, the Brand Coordinator ensures brand guidelines are applied consistently, assets are delivered on time, and campaign performance is tracked against KPIs. Ideal candidates combine strong project-management discipline, creative sensibility, and data-driven decision making to drive brand awareness, consideration, and conversion.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Assistant / Marketing Intern
Social Media Coordinator / Content Coordinator
Retail Merchandising Assistant

Advancement To:

Brand Manager
Senior Brand Coordinator / Marketing Specialist
Trade Marketing Manager or E-commerce Marketing Manager

Lateral Moves:

Product Marketing Specialist
Retail/Trade Marketing Coordinator
Content Marketing or Social Media Manager

Core Responsibilities

Primary Functions

Manage day-to-day execution of brand campaigns across paid, owned, and earned channels by coordinating timelines, deliverables, and milestone tracking to ensure on-time launch and consistent brand messaging.
Serve as the central project manager for product launches and seasonal campaigns, maintaining launch calendars, coordinating cross-functional teams (creative, digital, sales, operations), and ensuring readiness of POS, retail kits, and ecommerce assets.
Develop, maintain, and enforce brand guidelines, including visual identity, tone of voice, packaging standards, and asset templates to guarantee consistency across all customer touchpoints.
Coordinate with creative agencies, designers, photographers, and copywriters to brief, review, and approve creative work, ensuring deliverables meet brand standards and campaign objectives.
Build and manage campaign asset libraries (digital banners, social posts, email templates, hero imagery, video cuts) and maintain organized file structures for easy access by internal and external stakeholders.
Create and maintain content calendars for social media, email, and owned channels; schedule content, coordinate approvals, and monitor publishing to align with product and promotional calendars.
Prepare briefings and creative decks for internal stakeholders and external partners, translating brand strategy and campaign goals into actionable creative direction and deliverable lists.
Support media activation by compiling creative specs, coordinating with media buyers and platforms for ad trafficking, and ensuring correct ad creative, targeting, and tracking pixels are implemented.
Execute on retail activation plans—coordinate in-store displays, POS materials, promotional signage, and planogram compliance with retail partners to maximize visibility and sell-through.
Monitor campaign performance across channels using Google Analytics, platform insights, and in-house reporting; compile weekly and monthly performance summaries and recommend optimizations to improve ROI.
Liaise with ecommerce teams to ensure product detail pages, imagery, A+ content, and SEO metadata adhere to brand standards and contribute to conversion optimization.
Assist with email marketing execution: build campaigns in ESP (Mailchimp/Klaviyo/HubSpot), segment audiences, QA templates, and monitor deliverability and engagement metrics.
Support influencer and partnership programs by coordinating contracts, creative briefs, asset delivery, and tracking performance against KPIs and compliance requirements.
Maintain marketing budgets for campaigns and projects by tracking spend, processing invoices, reconciling vendor payments, and reporting on budget variances to the Brand Manager.
Coordinate logistics for photoshoots and video production, including scheduling talent, vendors, props, shot lists, usage rights documentation, and post-production asset delivery.
Conduct competitive and market research to inform campaign positioning, creative direction, messaging testing, and to identify white space and growth opportunities for the brand.
Manage retailer and distributor relationships for marketing co‑op funds, promotional compliance, and campaign execution to ensure alignment and maximize support.
Oversee merchandising and sampling programs by tracking inventory for promotional items, coordinating distribution to retail partners and field teams, and reporting on activation success.
Create and present regular performance reports and post‑campaign analyses with actionable insights and prioritized recommendations to iterate and improve future brand programs.
Ensure legal and regulatory compliance for marketing materials by coordinating with legal/compliance teams for copy approvals, claims substantiation, and required disclaimers.
Maintain and update internal brand training materials and sales enablement assets (sell sheets, talking points, demo scripts) to equip sales and retail teams with consistent brand messaging.
Implement A/B tests on creative, landing pages, and email content in partnership with digital marketing to optimize conversion funnels and support data-driven creative decisions.
Drive process improvements by documenting standard operating procedures for campaign execution, asset approvals, and vendor management to increase efficiency and reduce time-to-market.
Support ongoing CRM segmentation and loyalty communications initiatives by assisting with data pulls, audience selection, and message personalization testing.

Secondary Functions

Support ad-hoc market analysis requests and light exploratory data analysis to help answer brand and product questions using spreadsheets and dashboard extracts.
Maintain vendor and agency contact lists and assist procurement in onboarding and performance reviews.
Help coordinate trade show and event logistics, including booth materials, demo product shipment, brand compliance, and on-site staffing plans.
Assist in periodic audits of brand touchpoints (retail, web, packaging) to monitor consistency and flag issues for corrective action.
Contribute to the development of seasonal promotional calendars and assist sales teams with trade promotion materials and execution plans.

Required Skills & Competencies

Hard Skills (Technical)

Brand strategy implementation and campaign execution experience with documented deliverables and timelines.
Project management and workflow tools: Asana, Trello, Monday.com, or equivalent.
Proficiency with Adobe Creative Suite (Photoshop, Illustrator, InDesign) for basic asset edits and creative QA.
Experience managing content management systems (CMS) such as Shopify, WordPress, or similar ecommerce platforms.
Competence with analytics and reporting tools: Google Analytics, Google Data Studio/Looker Studio, or similar dashboarding tools.
Hands-on experience with email service providers (Mailchimp, Klaviyo, HubSpot) and basic segmentation and automation setup.
Familiarity with social media platforms and ad managers (Facebook/Meta Ads Manager, Instagram, TikTok, LinkedIn).
Basic SEO and metadata best practices for product pages and content optimization.
Comfort with spreadsheets for budgeting, forecasting, and performance analysis (advanced Excel or Google Sheets skills including pivot tables).
Experience coordinating creative production: briefs, shot lists, usage rights management, and vendor logistics.
Knowledge of retail merchandising standards, POS production, and planogram compliance for brick-and-mortar activations.
Basic HTML/CSS familiarity for minor landing page QA and email template troubleshooting (preferred).
Understanding of KPI-driven marketing (awareness, consideration, conversion, CAC, LTV) and how creative impacts funnel stages.

Soft Skills

Excellent written and verbal communication; experience drafting briefs, presentations, and stakeholder updates.
Strong organizational skills and meticulous attention to detail—able to manage multiple concurrent campaigns with tight deadlines.
Proactive problem-solver who escalates issues and presents solutions rather than just problems.
Collaborative team player with experience coordinating cross-functional stakeholders (sales, creative, operations, finance).
Time management and prioritization skills, balancing reactive daily needs with strategic campaign work.
Creative sensibility and a good eye for visual consistency, typography, and layout relative to brand standards.
Analytical mindset with the ability to translate performance data into clear recommendations and action plans.
Adaptability and comfort working in a fast-paced, ambiguous environment with shifting priorities.
Strong stakeholder management and diplomacy—able to influence upstream and downstream teams to meet deadlines.
Customer-focused orientation with empathy for end-user experience across digital and physical touchpoints.

Education & Experience

Educational Background

Minimum Education:

Bachelor's degree in Marketing, Communications, Business Administration, Advertising, or related field.

Preferred Education:

Bachelor's degree in Marketing or Communications with coursework or certification in digital marketing, brand management, or analytics. MBA or Master’s in Marketing is a plus for senior coordinator roles.

Relevant Fields of Study:

Marketing
Communications
Business Administration
Advertising
Graphic Design (for creative coordination)
Digital Media / eCommerce

Experience Requirements

Typical Experience Range: 1–4 years in brand, marketing, social media, retail merchandising, or related roles.

Preferred: 2–5 years of hands-on experience working on brand campaigns, product launches, retail or ecommerce merchandising, creative production, and performance reporting; experience with agency management and cross‑functional collaboration is highly desirable.