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Brand Manager résumé example

Brand Manager résumé example — mid level, written for United Kingdom, set in the Terrace design
Brand Manager résumé example, in the Terrace design

Six years in FMCG brand management, argued in value share, distribution and awareness rather than impressions.

Written for United Kingdom, at mid level, in the marketing field, shown in the Terrace design. Every name, employer, address and number below is invented.

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Oliver Brathwaite — Brand Manager

London

Brand manager with six years in soft drinks and ambient food, owning a £46M sparkling water range end to end. Repositioned it from a diet product to a grown-up soft drink, taking value share from 4.1% to 6.3% in two years.

Experience

Brand Manager, Kingsmere Beverages · April 2022 – present

Owns a £46M sparkling water range of four SKUs, its P&L, its agency roster and two direct reports.

  • Grew value share from 4.1% to 6.3% in 24 months while three own-label ranges entered the category, holding price at a 14% premium.
  • Led the 2024 repositioning from “no sugar” to “a grown-up soft drink”, lifting unprompted awareness from 19% to 31%.
  • Ran the brand’s first television and video-on-demand burst on a £2.1M budget; measured sales uplift paid it back 1.7 times inside the year.
  • Won listings in two of the four major multiples by rebuilding the category story around the 16–24 shopper, adding £5.8M of annual retail sales.
  • Redesigned the pack after 12 shopper sessions; the time taken to find the range on shelf in eye-tracking tests fell from 4.4 to 2.9 seconds.

Assistant Brand Manager, Coldbrook Foods · January 2020 – March 2022

  • Ran the £900k relaunch of a biscuit range; distribution rose from 41% to 68% of stores and the range returned to growth after three declining years.
  • Analysed 18 months of panel data to delist two SKUs and back a third, taking £310k of trade spend off products that would never repay it.
  • Organised sampling at 22 summer events, reaching 140,000 people at 19p a contact against a 34p benchmark.

Marketing Executive, Graduate Programme, Windlow Home · September 2018 – December 2019

  • Rotated through insight, trade marketing and new product development; built the shopper segmentation still used to brief the design agency.
  • Coordinated Christmas point-of-sale across 600 stores, delivered on time and 12% under budget.

Education

  • BA (Hons) Business Management · University of Exeter · September 2015 – June 2018

Skills

  • Brand: Positioning, Pack design, Annual planning, Portfolio architecture, Pricing
  • Commercial: P&L ownership, Trade spend, Promotional evaluation, Category selling stories, Forecasting
  • Insight: Retail panel data, Brand tracking, Qualitative groups, Concept testing, Econometrics briefs

Certifications

  • Level 6 Diploma in Professional Marketing — Chartered Institute of Marketing

Why this Brand Manager résumé works

  • Results are given in the measures FMCG uses: value share from 4.1% to 6.3%, distribution from 41% to 68%, unprompted awareness from 19% to 31%. Impressions and engagement are left out because a category director will not ask for them.
  • The Kingsmere Beverages role states what is owned before what was done: a £46M range of four SKUs, its P&L and two direct reports, which sets the scale for every bullet below.
  • Spend is paired with return. The £2.1M television burst “paid it back 1.7 times inside the year”, and sampling ran at 19p a contact against a 34p benchmark, showing commercial discipline as well as creativity.
  • The Windlow Home graduate programme is held to two bullets, the right weight six years in, while the CIM Level 6 Diploma sits in certificates for UK readers who look for it.

Brand Manager résumé: common questions

What should a brand manager CV include in the UK?

The brand and its size, what you own (P&L, agencies, reports), and results in share, distribution, rate of sale and awareness. Add listings won with named retailer types, campaign budgets with payback, and a CIM qualification if you hold one.

How long should a brand manager CV be?

Two pages at most. With six years or so, one full page plus a short second is common: the current role takes most of the space and graduate scheme rotations need only a line or two.

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