Entry-Level Positions For Aspiring Brand Managers At Diageo China
Sharon, a Brand Manager at Diageo China, identifies three entry-level paths for aspiring brand managers: a competitive management trainee program offering "fast-track" career advancement, a marketing executive role focusing on "executional things" with promotional potential, or starting at agencies like Nielsen to gain experience and connections before targeting in-house positions. This reflects Sharon's own career journey, starting at an agency due to a non-business background, showcasing a strategic approach to career progression.
Management Training Programs, Marketing, Brand Management, Agency Experience, Career Progression
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Sharon Tsai
Brand Manager
Diageo China
National Taiwan University, 2012
UCLA Anderson School of Management, MBA
Political Science, American Studies
Food, Beverages & Alcohol
Communication and Marketing
International Student
Video Highlights
1. Consider applying for management training programs offered by multinational companies. These programs provide structured training and fast-track career progression, offering excellent opportunities to become a brand manager.
2. If management training programs are too competitive, aim for an entry-level marketing executive position. While primarily focused on execution, this role offers a pathway to promotion and advancement within the company.
3. Explore opportunities with agencies like research, creative, or digital agencies that collaborate with companies of interest. This approach can provide valuable experience and increase the chances of securing a desired position within a target company later on.
Transcript
What entry-level positions in this field might an undergraduate college student consider?
There are typically three tracks to consider. I'll discuss them in order of importance.
The best track is to start as a management trainee at these companies. Many multinational corporations have structured management training programs that recruit directly from college. These programs usually fast-track the careers of management trainees.
If you aspire to be a brand manager, the ideal way to start is by becoming a management trainee at a company you're interested in. For these trainees, there's also the opportunity to explore different functions within the company. This exploration can be very helpful in becoming a better manager who collaborates with cross-functional teams.
The second path is if you can't get into those competitive management training programs. In that case, you can start as a marketing executive at a company you're interested in. Marketing executives are primarily responsible for execution and typically report to an assistant brand manager or brand manager.
From a marketing executive role, you can be promoted to assistant brand manager, brand manager, and then senior brand manager. This is the second typical track people follow.
The third track involves starting at agencies that work with the marketing departments of companies you're interested in. Based on my own experience, coming from a non-business background, I knew I might not easily get into an in-house marketing department. So, I started as an analyst at Nielsen because I knew Nielsen worked closely with the companies I was interested in.
Consider working at agencies like research, creative, or digital agencies. This can also be very helpful, serving as stepping stones that will hopefully lead you to working at your dream company.