I wake up and start reading e-mails.

I spend 20 minutes responding to the urgent ones while

watching the news. Since Im in a global role, e-mails come in from my regional counterparts
throughout the night.

8:30 a.m. I get to the office and check my calendar. I get more than 70 e-mails each day, so I
pace myself in answering them. I answer the first batch at this point.
9:00 a.m. The brand marketing group meets to discuss relevant topics and share news about the
business, competition, or trends.
9:30 a.m. I meet with my manager to set objectives for the week. I also use part of this time to
get some coaching from him. Coaching is a key behavior at P&G and happens between all levels
upwards and downwards.
10:00 a.m. I work on a recommendation for a project I want to bring forward to our leadership
team today. This includes mining quantitative data in P&Gs databases and documents, as well as
analyzing qualitative data from external sources like Google (GOOG). I start putting together
what Ive found in a PowerPoint slide deck. This takes me back to my management practice class
at Goizueta, where I learned to add structure around ambiguous business problems.
11:30 a.m. I meet with our summer intern. We discuss the status of his projects, as well as any
obstacles that hes facing. As his coach, I act as a barrier-breaker to help him be successful.
12:00 p.m. Round two of checking and answering e-mails and voice mails and then its time for
lunch. Some days I go outside for lunch with co-workers, others I just go to the office cafeteria.
Today, I went to the cafeteria and brought lunch back to my desk so that I could finish the
presentation for our lead team this afternoon.
1:00 p.m. Time to manage day-to-day business. In my global role, I oversee the business
strategies of three regions: North America, CEEMEA (Eastern Europe, Middle East, and Africa),
and Latin America. Todays discussion is about claims, trademarks, and packaging design.
2:00 p.m. I present to the multifunctional brand lead team to discuss my recommendation.
2:30 p.m. Recommendation approved by the lead team. Now its time to work on a PowerPoint
deck that communicates all commercial elements of a global project Im about to share with the
various regions. They will use this to deploy and execute the idea.
3:00 p.m. I meet with the Be a Mentor for a Day team, a cross-brand/cross-functional team that
mentors at-risk junior high students. I will be leading the next event and today we are meeting to
discuss ideas to improve the program.
3:45 p.m. Mental break. The day can be busy, so I try to take 15 minutes to surf the internet and
socialize. I have good friendships with my co-workers and we dont take ourselves too seriously.
We share a lot of laughs throughout the day.
4:00 p.m. Conference call with the brands advertising agencies to discuss ongoing and
upcoming creative work, such as TV ads, digital, and overall communication priorities. Today we
discussed casting for our new commercial, talent, and music rights for some of our previous
advertising, as well as a new digital idea that will be coming out this fall.
5:00 p.m. This is time I have set aside on my calendar to learn more about the business. Today,
Im reviewing a deck about concept writing.

Responsibilities of Brand Management:

Brand Management Process: Key Components
Identifying/defining your most important customers
Understanding what motivates your customers and what could cause them to
choose your brand over your competitors brands
Carefully selecting a brand position that could provide your organization with
marketplace advantages
Translating that position to a strong and consistent brand identity, including:
- Intuitive brand architecture Strong name and icon Tagline that
succinctly reinforces brand promise
Developing brand messaging including an elevator speech
Educating employees about the brand promise, elevator speech and identity
standards and giving them the incentives, tools and training to become effective
brand champions
Developing an integrated launch and ongoing marketing plan
Reinforcing your brands promise at each point of customer contact
Measuring the ongoing equity of the brand and making adjustments as necessary
Brand Management Responsibilities
Monitor, measure and manage brand equity/strength
Increase brand awareness, relevant differentiation, value, accessibility and
emotional connection
Develop brand plan
Monitor progress against brand plan
 Be responsible for results against brand plan
Drive brand understanding and support throughout the organization
Champion/drive initiatives that support delivery of the brand promise
Brand messaging elevator speech, tagline, campaign themes, proof points, etc.
Manage the brand architecture
Maintain brand identity consistency
Chair the brand identity council/team/board
Help determine identities for new brands/sub-brands
Anticipate and accommodate new brand identity needs