What a Brand Manager at Diageo China Wishes They Had Known Before Entering the Consumer Goods Industry
Sharon, a Brand Manager at Diageo China, reveals a crucial lesson learned: the role demands a surprising level of quantitative analysis, "half scientist and half artist," contrasting initial expectations. Further, extensive communication with diverse individuals is essential for success, a facet that would have benefited from earlier awareness.
Data Analysis, Communication, Industry Realities, Quantitative Skills, Extroversion
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. Brand management involves more quantitative tasks (financial analysis, market research reports) than initially expected.
2. Strong communication and interpersonal skills are crucial for success, requiring interaction with diverse individuals.
3. The role blends analytical (scientist) and creative (artist) aspects.
Transcript
Sharon, what have you learned about being a brand manager that you wish someone had told you before you started?
Here's the cleaned transcript:
Okay, so two things first. I thought as a brand manager, I could get rid of numbers or statistics. I thought it was more of a creative job, dealing with advertising, digital, etc.
But in fact, as a brand manager, you still have to deal with a lot of numbers. This includes financials, Nielsen Consumer Reports, and even reports from McKinsey or Mintel. So, there are still a lot of quantitative tasks you'll have to do.
I wish I had known that earlier, but I still enjoyed it overall. I think it's a role that is half scientist and half artist. I thought it would mostly be the artist part, but I also have to be a scientist, knowing all about the numbers.
The second part is that it would be a plus if you are an extrovert to excel at this job. I'm an introvert, but there are many times I have to talk with people, even those I'm not close with or familiar with.
It requires a lot of energy as a brand manager to talk with different kinds of people. Had I known that earlier, I might have been more open to talking with people.
These are the two things that were different from what I expected.