Torchora
Back to Home

Key Responsibilities and Required Skills for Brand Marketing Specialist

💰 $60,000 - $95,000

MarketingBrand ManagementDigital Marketing

🎯 Role Definition

The Brand Marketing Specialist leads the day‑to‑day execution of brand positioning and marketing programs that elevate brand perception, acquire customers, and support product and revenue goals. This hands‑on role partners with product, creative, PR, social, demand generation, and external agencies to design and deliver consistent, measurable brand experiences across paid, owned, and earned channels. The specialist translates consumer and competitive insights into creative briefs, campaign plans, and performance reporting while ensuring brand consistency and ROI.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator
  • Social Media or Content Specialist
  • Junior Product Marketer

Advancement To:

  • Senior Brand Marketing Manager
  • Brand Director
  • Head of Marketing / VP of Marketing

Lateral Moves:

  • Product Marketing Manager
  • Performance Marketing Manager
  • Creative/Content Lead

Core Responsibilities

Primary Functions

  • Develop and execute multi‑channel brand marketing strategies and annual campaign plans that align with corporate objectives, prioritizing initiatives that build long‑term brand equity while driving short‑term growth metrics.
  • Translate consumer research and market analysis into clear brand positioning, target audience segmentation, value propositions, and messaging pillars used across campaigns and product launches.
  • Write and manage creative briefs for agencies and internal creative teams, ensuring briefs include objectives, target personas, key messages, deliverables, timelines, and success metrics.
  • Lead the end‑to‑end launch of product and brand campaigns—planning timelines, coordinating cross‑functional stakeholders, approving creative assets, and managing launch checklists.
  • Build high‑quality brand assets and guidelines (visual, verbal, and tonal) and ensure consistent application across digital ads, website, social, email, retail, packaging and PR materials.
  • Plan and manage integrated media strategies with paid social, search, programmatic, and influencer channels—defining audience targets, bidding strategies, creative testing plans and budget allocation.
  • Design and execute content strategies (owned and paid) that include storytelling, video, long‑form assets, SEO‑optimized content, and social formats to drive awareness, engagement and organic reach.
  • Manage relationships with external agencies (creative, media, PR, influencers) including scope negotiation, creative review cycles, campaign QA, performance monitoring and invoicing.
  • Set and track campaign KPIs (brand lift, reach, CPM, CTR, conversion, CAC, LTV and ROI); build dashboards and present monthly performance insights and optimization recommendations to marketing leadership.
  • Conduct A/B and multivariate testing across creative, landing pages and messaging to iteratively improve conversion rates, engagement and downstream revenue outcomes.
  • Lead influencer and creator programs—sourcing partners, negotiating contracts, managing content pipelines, tracking deliverables and measuring brand and engagement lift.
  • Partner with digital analytics and CRM teams to align brand campaigns with lifecycle marketing, retargeting and email automation to convert awareness into pipeline and retention.
  • Operate the campaign production calendar—prioritizing work, managing timelines, coordinating asset delivery, and ensuring high quality control across global or multi‑market rollouts.
  • Support pricing, packaging and promotional planning with brand insights and creative recommendations that protect brand value while enabling conversion.
  • Conduct competitive benchmarking and monitor category and cultural trends to identify white‑space opportunities, positioning risks, and tactical adjustments for campaigns.
  • Drive in‑market testing and pilots (regional rollouts, experiential activations, retailer partnerships) to validate creative and channel efficacy before scaling spend.
  • Prepare executive presentations, quarterly brand reviews and creative galleries that summarize performance, learnings, and proposed investments for senior stakeholders.
  • Ensure campaign and creative compliance with legal, regulatory and brand safety standards, coordinating approvals and revisions before launch.
  • Own the brand asset library and DAM governance—organizing files, tagging assets, version control and training teams on proper usage.
  • Train and enable sales, product and customer success teams with messaging playbooks, one‑pagers, launch kits and talking points to ensure consistent brand representation.
  • Manage assigned brand marketing budgets—forecasting spend, tracking actuals, optimizing allocation across channels and ensuring efficient use of agency resources.
  • Lead community and PR partnerships as needed—briefing PR teams, supporting media outreach, and integrating earned media with paid and owned campaigns.
  • Drive cross‑functional alignment on brand roadmaps and priorities, facilitating workshops and standups to unblock execution and maintain momentum.
  • Document insights and best practices from each campaign to create a repeatable brand playbook that accelerates future launches and reduces time to market.

Secondary Functions

  • Provide ad‑hoc performance deep dives and exploratory analyses to support rapid optimization and executive requests.
  • Contribute to long‑term brand strategy and roadmap by consolidating market research, tracking brand health metrics and surfacing strategic opportunities.
  • Translate business and product priorities into actionable marketing requirements and briefs for creative, digital and agency partners.
  • Participate in sprint planning and cross‑functional ceremonies to ensure marketing deliverables are sequenced with product and sales timelines.
  • Support event and experiential activations with on‑site brand management, collateral creation and post‑event reporting.
  • Facilitate user testing and creative pre‑testing to validate messaging and creative concepts prior to large scale investment.

Required Skills & Competencies

Hard Skills (Technical)

  • Brand strategy development and brand architecture
  • Integrated campaign planning and execution (paid, owned, earned)
  • Digital marketing channels: paid social (Meta, TikTok, LinkedIn), paid search (Google Ads), programmatic
  • Content strategy and SEO optimization for landing pages and blogs
  • Marketing analytics and attribution (Google Analytics, GA4, Mixpanel, or equivalent)
  • A/B testing platforms and experimentation frameworks (Optimizely, VWO, Google Optimize)
  • CRM and email marketing tools (Salesforce Marketing Cloud, HubSpot, Braze or similar)
  • Creative brief writing and asset production workflows
  • Experience with DAM systems and basic asset/version control
  • Paid media budgeting and performance forecasting
  • Basic familiarity with HTML/CSS for landing page troubleshooting (nice to have)
  • Proficiency with presentation tools (PowerPoint, Google Slides) and data visualization
  • Adobe Creative Suite basics (Photoshop, Illustrator, Premiere) or comfortable partnering with designers

Soft Skills

  • Strong written and verbal communication with the ability to craft persuasive messaging and executive summaries
  • Strategic thinking with a bias for measurable, business‑driven creativity
  • Cross‑functional collaboration and stakeholder management across product, sales and agencies
  • Project and time management—able to prioritize multiple campaigns and meet tight deadlines
  • Analytical mindset—comfortable interpreting data, drawing conclusions and driving optimization
  • Adaptability and experimentation—willingness to test, iterate and fail fast
  • Attention to detail and brand stewardship to ensure consistency across touchpoints
  • Influence without authority—capable of aligning diverse teams toward shared brand goals
  • Creative problem solving and innovation orientation
  • Customer empathy and a consumer‑first approach to messaging and channel selection

Education & Experience

Educational Background

Minimum Education:

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

Preferred Education:

  • Bachelor’s or Master’s degree in Marketing, Consumer Psychology, Brand Strategy, or MBA with marketing focus.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Advertising
  • Business Administration
  • Psychology / Consumer Behavior

Experience Requirements

Typical Experience Range: 2–6 years of marketing experience, with 2+ years specifically in brand marketing, integrated campaigns or agency-side client management.

Preferred:

  • 3–5+ years building and executing integrated brand programs, experience with both B2C and DTC or retail marketing is highly desirable.
  • Proven track record driving measurable brand lift (awareness, consideration) and supporting direct response or revenue outcomes.
  • Experience working with external creative and media agencies and managing multi‑market launches.
Explore More Careers