品牌合作总监

工作日程

• 品牌合作总监是全职工作。他们的职责涉及出差和与潜在品牌合作伙伴和营销团队会面的加班。 

典型职责

• 彻底了解公司目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
• 与其他品牌培养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
• 提出创造性的追加销售和条款，以更新现有的合作关系。
• 参加双品牌产品和服务的设计和营销概念介绍和建议
• 批准针对外部受众（即品牌合作伙伴）的推销台。
• 建立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，并为实现利润最大化和收入增长提供建议
• 当问题出现时，领导实施可行的业务解决方案
• 向公司领导提供新产品/服务的最新状况
• 根据需要，使用客户关系管理系统

额外责任

• 批准新闻发布的副本。通过采访与媒体讨论最新情况
• 帮助教育消费者了解新产品/服务的特点和功能
• 参加行业贸易展，阅读行业相关新闻
• 掌握品牌和营销的最新情况

软技能

• 注重细节
• 协作
• 创造性
• 能源
• 热情
• 创业者的心态
• 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
• 招商引资
• 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、营销和销售的敏锐性
• 对直销和社会媒体的了解
• 对所涉及的具体行业有深刻的了解
• 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.

消费者一直都很挑剔，但在今天这个数字连接的时代，新闻传播的速度比以往任何时候都快。一个错误的判断几乎可以在一夜之间成就或毁掉一个公司，这就是为什么品牌要费尽心思了解他们的目标买家并努力迎合他们。 

但当一个品牌与另一个品牌合作时，它无法真正控制其合作伙伴的行为。因此，当他们合作时，两个品牌都承担着巨大的声誉风险，因为任何一个品牌的不良公众形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喜欢平面设计和社交媒体，而且可能永远都会喜欢！他们也可能对伟大的广告和营销活动感到敬畏，从而激励他们进入这个行业。他们可能也曾对伟大的广告和营销活动心存敬畏，激励他们进入这个行业。 

虽然大多数消费者可能不会过多考虑品牌和品牌推广工作的 "幕后"，但进入这一领域的人往往关注这些细节，阅读品牌之间有利可图的交易新闻。 

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).