Do you need a digital brand manager?

A new research report shows that the role of digital brand manager is increasingly important for today's IT organizations. But what is a digital brand manager and why do you need one?

the digital brand manager rises
Billboard with the word Brand Credit: Shutterstock

As organizations come to grips with the need for digital transformation, a new role is emerging to help these companies remold their brand image for maximum impact, reach and influence in a digital age.

A digital brand manager is tasked with driving growth and awareness across a company's product lines by converting traditional, physical brand management, awareness and marketing to digital consumer and customer experiences, says Victor Janulaitis, CEO of management consultancy Janco Associates. A position with such broad responsibilities coupled with specific knowledge of digital technology commands a salary of between $130,000 and $140,000 a year, according to Janco data.

Marketing technology

"The digital brand manager position is in high demand right now as companies work to expand their digital consumer experiences across entire enterprises and their operations and oversee rapidly changing digital sectors like mobile applications, social media and internet marketing. This position has evolved into a technology role that does not report to an IT leader, but rather to the marketing leaders in most enterprises," Janulaitis says.

That makes sense, as many organizations are leveraging technology to drive awareness and market reach across social media and other digital platforms, and using platforms like Twitter and Facebook for customer care, according to Rational Interaction, a digital studio, technology services and consulting firm.

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Get social

"We're entering the era of social customer care: where customers engage directly with brands on social media to resolve their issues, and brands provide personalized customer service in real time. When it works, successful social customer care can help brands transform dissatisfaction into loyalty, and care into profit. But when it fails? At best, brands can lose customers, and at worst -- one tweet can spark a wildfire of outrage, and tarnish a reputation," according to a recent Rational blog post.

Organizations that can provide a great digital experience to back up their brand also see advantages when it comes to attracting and retaining talent, says Leela Srinivasan, chief marketing officer at recruiting software company Lever.

"There's definitely a rise in interest around employer branding as it pertains to hiring and finding great talent. So much of the art of recruiting revolves around a successful collaboration between recruiting and HR and marketing, because the skill sets are so similar; you have to have a fantastic product to sell and the knowledge and experience to sell it to your customers on any platform -- in this case, the product is your company, and the platform is digital," Srinivasan says.

[ Related story: 7 lucrative careers for IT pros ]

Now hiring

If you're lucky enough to have current employees with this unique combination of skills, hold onto them. If you don't, it's high time to start looking, Srinivasan says. Currently, a search on job search site Indeed.com returns 15,936 open positions for digital brand manager and similar roles, so there are plenty of opportunities for job seekers, as well.

"Employer branding is a major focus area nowadays when companies need every talent-attracting advantage they can get," Srinivasan says.

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