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Brand Manager (Professional)

Marketing

Competency profile for a brand manager who owns brand strategy, positioning, visual identity and ensures consistent brand expression across all touchpoints.

12SFIA skills

L3.4Avg target

L5Highest required

Relationships and engagementMain category

SFIA 9 Responsibility Levels — what each level means

L1 — FollowL2 — AssistL3 — ApplyL4 — EnableL5 — Ensure / AdviseL6 — Initiate / SetL7 — Set Strategy

Most skills in this template are L3–L5. L3 means you work independently on tasks. L4 means you own decisions and guide others.

Not sure which level to pick? During self-assessment, each level shows its definition and a suggested STAR evidence prompt.

Required Competencies

12 SFIA Skills for this Role

On smaller screens, this table scrolls horizontally so you can still read full level guidance.

Code	Skill	Category	Target Level	What you need to demonstrate
BRMG	Brand management Managing brand strategy to establish and enhance brand identity and value aligned with organisational goals.	Relationships and engagement	L5 — Ensure / Advise	Ensure overall quality, advise on strategy and influence organisational direction.
RLMT	Stakeholder relationship management Systematically analysing, managing and influencing stakeholder relationships to achieve mutually beneficial outcomes through structured engagement.	Relationships and engagement	L4 — Enable	Own decisions in your area, set patterns and guide less experienced colleagues.
MKTG	Marketing management Developing, implementing and managing marketing strategies and plans to achieve organisational objectives and drive business growth.	Relationships and engagement	L4 — Enable	Own decisions in your area, set patterns and guide less experienced colleagues.
MRCH	Market research Gathering, analysing and interpreting data about markets, customers and competitors to inform business decisions and strategies.	Relationships and engagement	L4 — Enable	Own decisions in your area, set patterns and guide less experienced colleagues.
MEAS	Measurement Developing and operating a measurement capability to support agreed organisational information needs.	Strategy and architecture	L3 — Apply	Work independently on tasks and apply standard methods effectively.
BUSA	Business situation analysis Investigating business situations to define recommendations for improvement action.	Change and transformation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
CEXP	Customer experience Ensuring the delivery of high-quality interactions and experiences that meet customer expectations across all touchpoints and channels.	Development and implementation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
INCA	Content design and authoring Planning, designing and creating content that meets user-centred and organisational needs, encompassing textual information, graphical content and multimedia elements.	Development and implementation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
GRDN	Graphic design Creating and applying visual concepts to communicate ideas, enhance aesthetics and improve user experience across digital and print media.	Development and implementation	L3 — Apply	Work independently on tasks and apply standard methods effectively.
PDSV	Professional development Facilitating the professional development of individuals in line with their career goals and organisational requirements.	People and skills	L3 — Apply	Work independently on tasks and apply standard methods effectively.
CELO	Customer engagement and loyalty Developing and executing strategies to attract, engage and retain customers through targeted communications and loyalty initiatives.	Relationships and engagement	L3 — Apply	Work independently on tasks and apply standard methods effectively.
MKCM	Marketing campaign management Executing, monitoring and optimising marketing campaigns across various channels to engage target audiences and achieve desired outcomes.	Relationships and engagement	L3 — Apply	Work independently on tasks and apply standard methods effectively.

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Ready to build your Brand Manager (Professional) profile?

Review the 12 required skills above, then start your self-assessment. You can save a draft and return anytime.

① Rate each skill L1–L7② Write evidence (~15 min)③ Save draft and continue later