品牌合作总监

工作日程

• 品牌合作总监全职工作。他们的职责包括加班出差、与潜在品牌合作伙伴和营销团队会面。 

典型职责

• 充分了解公司当前的产品和服务范围
• 监督负责品牌合作的研究和营销部门
• Build a pipeline of new partners, including branded content and deals with YouTubers and social media influencers
• Do market research into customer bases, including niche markets
• 与其他品牌建立有限或长期的战略关系
• 培养现有的品牌合作伙伴关系，缓解或解决冲突
• 提出有创意的追加销售和条款，以延续正在发挥作用的现有合作关系
• 参加双品牌产品和服务的设计和营销概念介绍会和提案会
• 批准面向外部受众（即品牌合作伙伴）的推介台
• 制定季度和年度收入目标，并帮助确保实现这些目标
• 审查销售数字，提出最大化利润和增加收入的建议
• 出现问题时，领导实施可行的业务解决方案
• 向公司领导层提供有关新产品/服务的最新情况
• 根据需要使用客户关系管理系统

额外责任

• 批准新闻稿副本。通过采访与媒体讨论最新情况
• 帮助消费者了解新产品/服务的特点和功能
• 参加行业展会，阅读行业相关新闻
• 了解最新的品牌和营销信息

软技能

• 注重细节
• 协作
• 创造性
• 能源
• 热情
• 创业心态
• 目标设定
• 倡议
• 领导人
• 联网
• 有组织的
• 劝说性
• 积极主动
• 解决问题
• 探矿
• 质量保证
• 关系的建立
• 聪明才智
• 强大的沟通能力
• 团队合作
• 时间管理

技术技能

• 管理技能
• 商业、营销和销售敏锐度
• 了解直销和社交媒体
• 对相关特定行业的深入了解
• 熟悉知识产权和法律协议
• 对社会趋势的了解 

• 向公众销售产品或服务的公司和企业 

There’s no magic crystal ball that marketers use to predict what will be popular or not. However, there is market research, which is increasingly sophisticated thanks to digital tools and the vast amount of big data available. Brand Partnership Directors must understand and use all available resources to determine which companies they should cozy up with. Fortunes can be made—or lost—from a single alliance. 

When energy drink maker Red Bull teamed up with mini action camera company GoPro, both sides won big (Red Bull reportedly raked in “hundreds of millions of US dollars in revenues” in the first six months of the partnership, while GoPro “generated US$32.26 million in profit by the end of that year.” The two brands complimented each other perfectly, with both appealing to many of the same target consumers. 

However, some deals fall apart due to unforeseen circumstances, such as LEGO’s decades-long collab with Shell which collapsed after Greenpeace protested the gas giant’s Arctic drilling plans. Brand Partnership Directors have to think several steps ahead to anticipate a possible backlash from the public, especially in an increasingly politicized market environment where consumers demand social and environmental responsibility from the brands they buy from.

消费者向来挑剔，但在当今的数字互联时代，新闻传播的速度比以往任何时候都要快。一次失误几乎可以在一夜之间毁掉一家公司，这就是为什么品牌要不遗余力地了解目标买家，并努力迎合他们的需求。 

但是，当一个品牌与另一个品牌合作时，它无法真正控制合作伙伴的行为。因此，两个品牌在合作时都要承担巨大的声誉风险，因为公众对其中一个品牌的任何不良印象都会玷污两个品牌的声誉。 

As mentioned above, brands are keenly aware of how the public grades them based on social and environmental actions. A positive example from 2021 is Budweiser’s decision to skip paying millions for a Super Bowl ad and reallocate the funds “to a purpose-driven effort” in support of COVID-19 vaccine awareness (through a partnership with the Red Cross and Ad Council).

未来的品牌合作总监在年轻时可能热爱平面设计和社交媒体，而且可能永远热爱！他们可能也曾对伟大的广告和营销活动心生敬畏，从而激发他们投身于这一行业。 

虽然大多数消费者可能不太关注品牌和品牌推广工作的 "幕后"，但进入这一领域的人往往会关注这些细节，阅读有关品牌之间利润丰厚的交易的新闻。 

They might have also been film, music, or sports fans intrigued by the amounts of money that celebrities haul in through brand endorsement collabs and investments (such as tennis star Serena Williams’ ambassadorship deal with Tonal at-home gym equipment maker).