Brand Manager Resume Example (2026 Guide)
Brand Manager resume example
A complete sample in the Modern template FitMyRole exports. The person and employers are fictional; the structure, skills and bullet style are what to copy.
Naomi Desai
[email protected] • (555) 012-4471 • Chicago, IL • linkedin.com/in/naomidesai
Professional Summary
Senior Brand Manager with 11 years of experience in consumer packaged goods, leading brand strategy, positioning and product launches for food and beverage brands sold through grocery, mass and club retail. Owns a $68M snack brand with a $9.5M annual marketing budget, two creative and media agencies, and a P&L reviewed with the general manager every quarter. Grew the brand’s dollar share in the natural snacks category from 6.1% to 8.4% in three years, and launched two product lines that now deliver 22% of net sales. Builds every plan on consumer and market research, then works cross-functionally with sales, R&D, supply chain and finance to take it to shelf.
Skills
- Brand Strategy: Brand positioning, brand architecture, portfolio strategy, annual brand planning, pricing and pack architecture, brand guidelines, P&L ownership
- Campaign Management: Integrated campaigns, creative briefs, media planning, shopper marketing, in-store activation, influencer programs, retail media
- Innovation & Launch: Stage-gate innovation, concept testing, product launches, packaging development, line extensions, volumetric forecasting
- Market Research & Insights: NielsenIQ, Circana, brand health tracking, aided and unaided awareness, segmentation studies, A&U studies, BASES
- Agency & Creative: Agency management, creative development, scope of work and fee negotiation, copy testing, production oversight
- Cross-Functional Leadership: Sales, R&D, supply chain and finance partnership, team management, coaching associate brand managers, executive presentations
Education & Certification
- Evening and Weekend Program. Majors in Marketing and Strategy; Kellogg Marketing Club, CPG track lead.
- Gies College of Business, James Scholar Honors Program.
Work Experience
Senior Brand ManagerMarch 2023 – PresentPrairie Hearth Foods, Chicago, IL
- Grew dollar share of the natural snacks category from 6.1% to 8.4% (NielsenIQ, total U.S. multi-outlet) by repositioning the brand around whole-grain protein and rebuilding the media plan around shopper and retail media.
- Launched two product lines in 2024 and 2025 through stage-gate, from concept testing to shelf, adding $14.8M in net sales and reaching 71% all-commodity-volume distribution within 12 months.
- Raised aided awareness from 34% to 46% among target households in two years by leading a refreshed integrated campaign across connected TV, paid social and in-store displays with the creative agency.
- Own a $9.5M annual marketing budget and the brand P&L, reallocating 20% of spend from linear TV to retail media networks after a media-mix study showed twice the return per dollar.
- Cut packaging cost by $1.2M a year without a loss in shelf impact by leading a cross-functional redesign with R&D, procurement and two co-manufacturers, validated in a 400-shopper eye-tracking study.
- Negotiated new scopes of work with the creative and media agencies, saving $380K in annual fees while adding a quarterly copy-testing program.
- Manage two associate brand managers and a brand analyst, running the annual brand plan and monthly business reviews with sales and finance.
Brand ManagerJanuary 2020 – February 2023Prairie Hearth Foods, Chicago, IL
- Delivered three consecutive years of net sales growth (7%, 11% and 9%) on the granola business by fixing price-pack architecture and moving the line into club retail.
- Built the brand’s first positioning and brand guidelines with a branding agency, then rolled them out across 38 SKUs, the website and all sales materials.
- Ran a segmentation study with 2,500 consumers that identified a high-value "busy parent" segment, which became the target for every campaign from 2021 onward.
- Partnered with the sales team on shopper marketing programs at three national grocery accounts, lifting promoted unit sales by 18% versus the prior year.
- Introduced a monthly brand health tracker with the insights team, giving leadership awareness, consideration and trial data on a single page.
Associate Brand ManagerJuly 2017 – December 2019Lakefront Beverage Company, Chicago, IL
- Supported the launch of a sparkling water line of six SKUs, managing packaging artwork, sell-in materials and a launch timeline across five departments.
- Analyzed Nielsen and syndicated data each quarter to size competitive threats, informing a price adjustment that protected margin on the core line.
- Coordinated sampling and event programs at 120 retail locations, reaching 85,000 consumers and lifting trial in test markets by 14%.
- Wrote creative briefs for seasonal campaigns and managed agency timelines and budgets of up to $600K per campaign.
Marketing AssociateJuly 2015 – June 2017Midway Consumer Brands, Chicago, IL
- Built weekly sales and distribution reports for four household brands from retailer point-of-sale data, used by the brand team in every planning meeting.
- Managed coupon and rebate programs worth $1.1M a year, reconciling redemptions with finance and cutting fraud write-offs by 30%.
- Supported three package redesigns by coordinating proofs, regulatory review and printer schedules so every launch hit its retailer set date.
- Prepared competitive reviews of pricing, promotions and shelf placement from monthly store visits for the brand director.
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Tailor my resumeWhy This Resume Works
- The summary gives the size of the job at once: a $68M brand, a $9.5M budget, two agencies and P&L ownership, which is how CPG hiring managers rank brand candidates.
- Brand outcomes are measured in the metrics the field uses, such as dollar share from 6.1% to 8.4% with the NielsenIQ source named and aided awareness from 34% to 46%, not vague claims of "brand growth".
- Cross-functional work is shown with specifics, like the packaging redesign with R&D, procurement and two co-manufacturers that saved $1.2M, answering the common gap of missing budget and partner context.
- The title progression from Marketing Associate to Senior Brand Manager, including a promotion inside Prairie Hearth Foods, shows the classic CPG ladder recruiters look for.
- Skills are grouped under posting language (Brand Strategy, Campaign Management, Market Research & Insights) and name real tools like NielsenIQ, Circana and BASES that an ATS will match.
Common Resume Mistakes
- Focusing only on tasks without brand or business impact.
- Missing metrics (awareness, share, NPS) that recruiters expect.
- No mention of budget, agency, or cross-functional work.
Keywords Recruiters Look For
- Brand strategy
- Positioning
- Campaign
- Awareness
- Creative
- Agency
- Market research
- Cross-functional
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