Brand manager salary in Nigeria is among the highest in the field of marketing and the demand for skilled brand managers is on the rise.
The marketing sector in Nigeria is becoming more sophisticated, and engagements require the services of brand managers.
Brand managers are responsible for developing, implementing, and overseeing strategies to enhance a brand’s reputation, image, and market position.
In this article, brand manager salary in Nigeria, trends within the industry, and factors affecting salary levels will be discussed.
Also See: Business Development Executive Job Description
What Does a Brand Manager Do?
Brand management is a cross-functional process that involves the creation, implementation, and sustenance of a brand’s image.
Such a professional usually interfaces with marketing departments, advertising firms, and product development in order to synchronize the visual trait of a brand to its objectives.
Some of the primary activities of a Brand manager are:
- Branding
- Management of marketing strategies
- Researching for new products or services
- Understanding buying trends
- Allocating funds for marketing
- Integrating teamwork
A brand manager can be referred to as one of the most important people in the marketing and advertising world.
He/She is responsible for creating, executing, and managing strategies that enhance and strengthen a brand’s esteem, status, and positioning in the market.
Average Salary of Brand Managers in Nigeria
According to data from Glassdoor, the average monthly salary range for a brand manager in Nigeria is between N218,000 and N943,000.
However, this figure can vary significantly based on factors such as experience, education, industry, and the size of the company.
Average Salary of Brand Managers Based on Experience Level
Based on figures provided by job search websites and industry reports, the average amounts paid as salary to brand managers in Nigeria fall between N2m and N15m depending on the level of experience, and the size of the firm.
| LEVEL OF EXPERIENCE | AVERAGE SALARY (₦) |
| Entry-level (0-3 years) | 2,000,000 – 8,000,000 |
| Mid-level (4-7 years) | 8,000,000 – 12,000,000 |
| Senior-level (8-12 years) | 12,000,000 – 15,000,000 |
| Executive-level (13+ years) | 15,000,000 and above |
Industry-Specific Salaries of Brand Managers
Brand manager salaries vary across industries in Nigeria: Let’s see some of the entry to mid-level salaries of brand managers based on industry.
FMCG (Fast-Moving Consumer Goods): ₦4 million – ₦6 million per annum
Telecommunications: ₦8 million – ₦10 million per annum
Banking and Finance: ₦6 million – ₦8 million per annum
Oil and Gas: ₦12 million – ₦20 million per annum
Location-Based Salaries for Brand Managers
How much does a Brand Manager make in Lagos?
According to data from Glassdoor, Brand Managers make between N242,000 and NGN N1,100,000 per month.
Other locations and their salary scales per annum for entry-level brand managers are:
- Abuja: ₦3 million – ₦12 million per annum
- Port Harcourt: ₦2.5 million – ₦12 million per annum
- Other cities: ₦2 million – ₦10 million per annum
Factors Influencing Brand Manager Salaries in Nigeria
There are various reasons that affect the salary of a brand manager in Nigeria.
Industry
The sector that the brand manager operates in will also determine how much the individual is paid.
For example, brand managers who work in the fast-moving consumer goods (FMCG) field earn more as compared to those from smaller sectors.
This is a result of cutthroat competition in the FMCG market as well as high marketing and advertising budgets set aside.
Company Size
Salaries are usually higher in larger corporates with larger departments since their revenue-generating is high and budget branding is usually high. On the other hand, smaller companies or startups may pay less in salary but the career ladder could be climbed faster and in a wider scope of functions.
Location
There might be some regional salary differences, especially in the cities in Nigeria. Brand managers that are based in major cities of Nigeria such as Lagos, Abuja, and Port Harcourt earn more than those whose stations are outside the towns to smaller towns and villages.
This difference is usually because of the high cost of living and large companies being concentrated in the cities.
Education and Certifications
In addition to gaining work experience, brand managers can improve their incomes by acquiring advanced qualifications and certifications.
An advanced degree such as a Master of Business Administration (MBA) or a certificate from chartered institutions like the Chartered Institute of Marketing (CIM) can give leverage on a job hunt as well as command better pay.
Comparison of Brand Manager Salary with Other Marketing Roles
When discussing the typical salary of a brand manager, it is pertinent to investigate the relative salaries of other positions within the marketing and advertising field in Nigeria.
Marketing Manager
The yearly average salaries for marketing managers who coordinate such high-level marketing approaches and handle whole marketing teams are about ₦6,000,000.
However, marketing managers’ duties are quite similar to those of brand managers.
The significant difference is that they are likely to oversee several brands or several product categories.
Digital Marketing Manager
As years go by, so many organizations and companies are realizing the essence of digital marketing which has subsequently led to the increasing need for digital marketing managers.
They take home around ₦5,500, 000 on average as their salary.
Their area of concern revolves around online marketing which entails advertising through social media platforms, SEO, and other various online marketing channels.
Advertising Manager
The general advertising manager positions who take responsibility for the advertisement of products, and services and managing campaigns while serving as a link between companies and advertising agencies earned an average of ₦5,200,000 per year.
Their role descriptions are similar to that of brand managers but with the concentration being on the advertising aspects.
Career Advancement Opportunities for Brand Managers in Nigeria
As a brand manager in Nigeria, you have opportunities for career advancement across various industries.
Here’s an overview of potential career development paths, required skills, and salary ranges:
Senior Brand Manager:
Oversee multiple brands or product lines, developing and implementing comprehensive marketing strategies.
Salary range: ₦15 million – ₦30 million per annum.
Marketing Manager:
Lead marketing teams, driving campaign development and execution.
Salary range: ₦10 million – ₦25 million per annum.
Product Manager:
Focus on product development, launch, and life cycle management.
Salary range: ₦8 million – ₦20 million per annum.
Business Development Manager:
Identify and capitalize on new business opportunities.
Salary range: ₦10 million – ₦25 million per annum.
The Future of Brand Management in Nigeria
The outlook for the practice of brand management in Nigeria is quite encouraging, particularly from the following trends:
Digital Transformation
With the increasing number of Nigerian shoppers that are going online, digital branding is gaining more significance.
Brand managers have to know how to use the means of the internet and other digital platforms to reach and retain consumers.
Consumer-Centric Strategies
Nigerians are becoming increasingly sophisticated consumers, requiring brands that fit their lives and ideals.
Brand managers need to work more on building trust and loyalty by developing strategies attuned to the consumers ‘expectations.
Data-Driven Decision Making
Brand managerial practices are increasingly involving the use of data analytics.
A brand manager will be able to analyze data and understand the consumers’ preferences and accordingly make decisions and plan strategies.
Sustainability and Social Responsibility
Consumers are already making choices towards brands that are conducive to sustainability and have social values.
Brand managers need to go out of their way to follow such through in their branding activities.
Conclusion
Brand manager salary in Nigeria is influenced by various factors, including experience, industry, location, and company size.
Understanding these factors can help employers create competitive compensation packages and job seekers negotiate fair salaries.
This is the right time to explore the available opportunities if you are about to begin or further your career in brand management. Get actively involved, have total persistence in skill upgrading, and leverage the resources at your disposal to achieve your career goals.