It's no secret that your company's marketing strategy has a major impact on your brand's overall perception, revenue, and success. Your marketing team may function as a well-oiled machine — but all it takes is one bad cog to throw off your entire strategy.
The good news? An experienced, skilled, and confident Vice President of Brand Marketing can help lead your entire marketing department to higher levels of success. From there, the entire company can benefit from greater staying power, stronger customer loyalty, and a better market share.
Below, we'll go into detail about what a VP of Brand Marketing is, what these professionals are typically responsible for, and some common qualifications. We'll also explore some of the benefits of having one of these executives on your team.
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A VP of Brand Marketing (sometimes known as a VP of Marketing) is a full-time executive who leads a company's entire marketing team with a specific focus on an organization’s brand (a set of features or concepts that set the business apart from others in the industry; can also be the company’s visual and tonal identity). They set standards and strategies while building relationships with stakeholders and maintaining the brand's marketing budget.
A VP of Brand Marketing is expected to work closely with a company's marketing team or advertising team to handle everything from developing the overall tone and voice of a brand to measuring the success of individual campaigns.
They also report back to other higher-ups within the company on the success of individual campaigns, serving as a sort of liaison between the marketing team and the top-level management team.
When you make the right hire, a VP of Brand Marketing can take your company's marketing strategy and organization to new levels of success. Let's explore just a handful of the impacts a great VP of Marketing can have on your company's bottom line.
A VP of Brand Marketing can bring a lot to the table, especially if you're looking to make your mark, elevate your brand strategy and brand awareness, and become a household name in your industry. While many factors go into deciding whether to hire for this position, here are a few common scenarios where it would make sense for a company to start looking for a Vice President of Brand Marketing.
While the exact job description for a VP of Brand Marketing will depend on what your company needs, these are the basic duties that they are typically responsible for.
Any promising VP of Brand Marketing will need to have some specific hard and soft skills and qualifications to succeed in the role.
Some potential skills to look for in a VP of Brand Marketing candidate include, but are not limited to:
In addition to hard, technical skills, a great VP of Brand Marketing candidate will also possess the following soft skills:
In general, a VP of Brand Marketing candidate will have a minimum of a bachelor's degree in marketing or a related field (such as business or advertising). Companies often give preference to candidates who hold a more advanced degree, such as a master's degree in business administration (MBA) or marketing.
A qualified candidate should also have significant marketing and leadership skills or managerial experience. A solid track record and at least eight years of marketing experience ensure candidates have the skills needed to make informed decisions as a VP of Brand Marketing.
While there aren't any required certifications that a VP of Brand Marketing would need to perform their job well, there are some certifications that may set candidates apart. These include, but are not limited to:
If you're considering whether hiring a VP of Brand Marketing is right for your business, you may be wondering what the difference is between this position and a Chief Marketing Officer (CMO).
While both roles are focused on marketing, the main difference to keep in mind is that a CMO tends to be more focused on big-picture market trends and outcomes. Meanwhile, a VP of Brand Marketing is more hands-on and involved in the day-to-day operations of a marketing team, with a very specific focus on the organization’s overall brand presence, reputation, and influence in the market.
In some cases, it may make sense for an organization to hire for both of these roles.
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VP of Brand Marketing |
Chief Marketing Officer (CMO) |
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Focus |
Day-to-day operations and activities driving the company's visual and tonal identity, branding strategies, and other marketing campaigns related to the brand. |
Big-picture marketing outcomes, results of individual marketing campaigns, and goal-driving for the overall marketing team. |
It’s not uncommon for a VP of Brand Marketing to report directly to a Chief Marketing Officer (CMO), though this will depend on the organizational makeup of the company.
In instances where the company doesn't have a CMO, a VP of Marketing may instead report to the company President, CEO, or Chief Operating Officer (COO).
With so many important responsibilities to tackle, you want to hire the right candidate for your company's VP of Brand Marketing position. So before you hit the job boards, consult with a team of experienced executive recruiters who can help you hone in on the best talent for this critical role.
At Hunt Club, we put our extensive recruiting experience to work with our innovative network recruiting model to generate proven results 6-8x faster than traditional recruiting methods.