Career Definition of a Chief Brand Officer
Chief brand officers may also be known as chief marketing officers. They are professionals who have extensive experience in the fields of marketing or advertising. Instead of focusing on specific ad campaigns, a chief brand officer is responsible for developing a company's brand, which can be represented through slogans, visual materials and brand names. They use this brand as a way of creating a relationship with consumers. When branding is effective, people refer to the product by the brand name instead of what it is. For example, some people talk about getting the latest Mac instead of getting a new computer because they are invested in the Apple Mac computer products.
In addition to developing a brand's image and maintaining the desired public perception of that brand as part of the company's marketing strategy, a chief brand officer might be responsible for expanding a brand to new audiences, ensuring customer service and other business activities align with the brand image or modifying the brand to reposition a company within the market.
|Educational Requirements||Bachelor's Degree|
|Job Skills||Excellent communication skills, ability to assess data, experience in marketing, creativity, leadership skills|
|Median Salary (2017)*||$102,409|
|Job Outlook (2014-2024)**||9% (marketing managers)|
Sources: *PayScale.com; **U.S. Bureau of Labor Statistics
To pursue a career as a chief brand officer, it's necessary to have a bachelor's degree. Majors in marketing and business could be helpful in preparing for this type of work. Since aspiring chief brand officers also need to acquire several years of experience working in marketing or a related field, they might also consider taking management, finance and computer science classes to make them competitive for entry-level positions.
Chief brand officers help develop the public perception of a company, so they need to have excellent communication skills in order to carefully consider what message they want to send and how to convey the desired image. They must also use their creativity to generate new ideas for reaching customers. Chief branding officers are likely to be in management roles and should have strong leadership skills as well.
Career and Salary Outlook
The U.S. Bureau of Labor Statistics (BLS) does not have a separate listing for chief brand officers, but it does provide information about marketing managers that can be applied to the chief brand officer occupation. Marketing managers are expected to see a 9% job growth from 2014 to 2024, which is slightly above the national average for all occupations during this time period. While the BLS reported that marketing managers earned a median annual salary of $131,180 in 2016, PayScale.com reported that chief brand officers earned a median annual salary of $102,409 in 2017.
Chief brand officers help shape the public image of the companies they work for. There are many other professions that involve creating or altering the public's view of products, people or programs. These include retail marketing managers, public relations managers and advertising account executives. Individuals considering a career as a chief brand officer may want to explore the articles linked to here to learn more about comparable careers.