Brand Manager

Job Title: Brand Manager
Contract Type: Permanent
Location: London
Salary: Highly Competitive
Reference: MJBCBREBM
Contact Name: Kelvin Price
Contact Email:
Job Published: January 24, 2017 13:31

Job Description

Brand Manager Job

The Brand Manager will be responsible for building and protecting brand equity, supporting successful translation and application of the brand across EMEA, and developing new and innovative ideas to support business strategy. The role will require working across cultures and services, with key stakeholders in both the US and Asia Pacific, therefore excellence in account management is vital.

A creative approach to problem-solving and ruthless attention to detail is essential, as well as a desire for continuous improvement. A willingness to find solutions to a variety of strategic and tactical business issues, without reliance on agency support, is also crucial to the success of the role. Proactivity and responsiveness is required at all times, as well as the ability to multi-task across a range of projects with multiple stakeholders at different levels across the business.
Experience in business to business brand development is desirable, as well as a good understanding of the strategies and tactics employed to build brand equity across markets and channels.

CBRE’s go-to-market strategy is to continue to develop an issues/solutions-led approach, as the firm seeks to provide its clients with insight around major issues affecting their businesses and the support to solve them.   Marketing plays a crucial role in this by instigating and managing end-to-end campaigns that start in the media and digital space with brand building around key issues, through to developing relevant and timely content for relationship building in the boardroom which result in generating profitable and sustainable revenue.

For CBRE to be the pre-eminent, vertically integrated global commercial real estate services and investment firm serving their clients with market-leading collaboration.

Key Responsibilities
Stakeholder Engagement

  • Build close and effective relationships with all country-specific and regional marketing teams, to become a trusted partner able to contribute to brand strategy using excellent corporate, industry and competitor knowledge
  • Personify excellence in account management skills, ensuring each stakeholder interaction is first class and beyond expectation
  • Demonstrate excellent briefing and response skills at all times
  • Implement all tactics with a ruthless attention to detail and clear desire for continuous improvement
  • Act as brand guardian and problem solver to all business lines and markets
  • Demonstrate leadership and influencing skills

Brand Strategy & Planning

  • Contribute to marketing and communications plan, ensuring tactics reflect the long-term brand strategy and vision
  • Ensure all marketing activity adds value, reflects CBRE’s brand positioning and provides a consistent experience for clients
  • Continually challenge the status quo to deliver excellence in output and experience
  • Develop strategies and tactics to support consistent communication of brand positioning across all outputs, markets and service lines

Brand Management

  • Develop and maintain all brand tools, templates and guidelines ensuring they are successfully adopted across the business
  • Articulate and protect the fundamentals of the CBRE brand experience across all channels
  • Accountability for brand and positioning communications including all visual identity, adherence and consistency, key messaging, creative expression, tone of voice, imagery and other expressions that build brand equity
  • Provide creative solutions to local and regional marketing business partners to advance CBRE’s brand positioning and improve execution across the region, including championing of best practice
  • Sign off all marketing output across region, working closely with designers, freelancers and agencies to improve consistency and quality of all marketing communications

Campaign Management

  • Contribute to marketing and communications campaign schedule, delivering creative solutions and innovative ideas which reflect the brand positioning and improve execution of visual identity
  • Act as champion of campaign best practice, sharing ideas across the region as well as with the global marketing business partners to deliver cost-efficiencies and improve consistency
  • Influence all marketing campaigns across the region, working collaboratively with central marketing functions, business support functions and marketing business partners across EMEA
  • Manage central system of campaign planning resources including media information, campaign schedule, execution and analysis


  • Work collaboratively with the digital marketing team to ensure all digital activity is on-brand and consistent
  • Manage digital brand tools and assets including on-going management and promotion of the brand portal

Skills and Competencies

  • Experience in complex business to business environments is crucial, with clear understanding of fundamentals of brand strategies and tactics
  • High levels of energy and enthusiasm required to stimulate creativity, lateral-thinking and positivity in all interactions
  • Real Estate experience desirable


  • An impressive team player, and excellent account manager
  • Strong ability to implement ideas, encourage excellence and get things done to an exceptional standard
  • Commercially aware with creative flair and ambition
  • Ruthless attention to detail and ambition for continuous improvement
  • Good influencing and motivational skills
  • Process-driven and a commitment to setting an example of best working practice
  • Ability to simultaneously manage multiple projects while remaining flexible and agile
  • Able to act under pressure with grace and a sense of humour
  • Committed to the improvement of diversity throughout the workforce

Qualifications and experience

  • Relevant experience in brand development required
  • Proven track record of stakeholder engagement and delivery of positive outcomes
  • International experience desirable

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