Associate Brand Manager for a large consumer packaged goods company
East Hanover, New Jersey, USA
What I Do
I manage the day-to-day activities of two products in the snack cracker industry. This includes forecasting, budgeting, production, and all associated marketing requirements. Marketing is the central hub for all business functions in my company; therefore, the marketers are required to work closely with numerous cross-functional elements such as finance, operations, R&D, consumer promotions, etc.
What I Enjoy Most
The most gratifying part of my job is directly influencing everything that happens to my brands at the closest level. I sign off on everything from packaging to commercials to promotions. I regularly brief the division VP on emerging risks and opportunities, not only for my brands, but for the entire cracker sector as well.
What I Enjoy Least
The least enjoyable aspect of my job is interference from senior level personnel who may not be privy to the details of a decision or course of action, yet feel compelled to changed things nonetheless.
Why I Chose This Career
I chose brand management (marketing) because I wanted to “own” a product and grow it to the best of my ability. The skill set I’m learning at my company is highly transferable to other industries because I am responsible for the profit and loss statement of my brands. Many marketers at other consumer packaged goods companies do not get this exposure. Additionally, the hours that marketers work at my company are very competitive to the rest of the industry, yet are better than anything one can find in the consulting or investment banking world.
Desirable Traits to Be Successful in This Career
To be a successful marketer one must first and foremost be a “people person.” Daily responsibilities require interaction with numerous individuals on a very close level. Second, one must be able to use both the “right” and the “left” brain. Marketing is a combination of both art and science, so well-rounded people are more likely to be successful.
Words of Advice If You Are Considering This Career Path
Any individuals considering this career path need to be well versed in more than just marketing. A good marketing company will expect its marketers to be responsible for the profit and loss statements. Therefore, a financial background is necessary. Leadership is also paramount, as motivating personnel outside of my department (from other departments in the company, as well as from outside agencies) can be challenging.
What I Did Before This (Including Pre-MBA and Post-MBA Jobs)
I spent nine years as a commissioned officer and aviator in the U.S. Army. My positions ranged from commanding 100 soldiers in Operation Iraqi Freedom to serving as the senior logistics and supply officer for a 600 personnel, 20 aircraft, and 100 vehicle aviation task force.
Educational Background (Undergraduate, MBA, Other)
BS, United States Military Academy at West Point, economics, 1997
MBA, University of Tulsa, 2006
In MBA Programs, I'd Suggest You Look For...
I would look for a school that has a good student to professor ratio—somewhere around 15:1 or better. I’d also ensure the school is accredited both nationally and internationally to ensure academic quality.
For me, flexibility was key because I was still working. I had to choose a school that offered a distance program. There are more and more online programs being created; therefore, the prospective student needs to do his/her homework to ensure the school offering the program has not sacrificed quality for convenience. The University of Tulsa's Online MBA courses were instructed by the same professors who teach in the classroom, and that was important to me.
