Career Development

What Does a Marketing Manager Do?

Find out what a marketing manager does, how to get this job, and what it takes to succeed as a marketing manager.

Marketing managers are responsible for overseeing the marketing efforts of their organization. They work with a variety of different teams (such as sales, customer service, product development, etc.) to develop and implement strategies that will help their company grow and succeed.

Marketing managers often have a broad range of responsibilities, but they commonly focus on three main areas: creating a cohesive brand identity, developing marketing plans and strategies, and managing the day-to-day execution of these plans and strategies.

Marketing Manager Job Duties

A marketing manager typically has a wide range of responsibilities, which can include:

  • Implementing new marketing strategies and campaigns to meet business goals and objectives
  • Creating and implementing long-term strategic plans for marketing initiatives in conjunction with upper management
  • Recommending changes to existing products or services based on research findings or industry trends
  • Evaluating the effectiveness of marketing campaigns through statistical analysis and market research
  • Conducting surveys and focus groups to gather feedback from consumers about products or services
  • Developing and implementing marketing plans that align with corporate goals and objectives
  • Analyzing customer data to identify trends or patterns in buying behavior and preferences
  • Evaluating the success of marketing campaigns by measuring metrics such as ROI or customer retention rates
  • Preparing reports on marketing activities, including statistics on spending and performance

Marketing Manager Salary & Outlook

Marketing manager salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses or commissions.

  • Median Annual Salary: $72,500 ($34.86/hour)
  • Top 10% Annual Salary: $122,000 ($58.65/hour)

The employment of marketing managers is expected to grow faster than average over the next decade.

Demand for marketing managers will increase as firms seek to improve their competitive advantage through marketing and advertising. In addition, demand will likely be strong for marketing managers in healthcare industries, as firms try to tailor their products and services to specific segments of the population.

Marketing Manager Job Requirements

A marketing manager typically needs the following qualifications:

Education: A bachelor’s degree is often a minimum requirement to become a marketing manager. Some marketing managers choose to earn a bachelor’s degree in marketing, but other relevant fields include business, advertising and communications.

Many employers prefer to hire marketing managers who have a master’s degree in business administration (MBA). An MBA program typically takes two years to complete and includes coursework in business management, accounting, finance and marketing.

Training & Experience: Marketing managers typically receive on-the-job training in the form of an orientation period with a company. During this time, they learn about the company’s products and services, marketing strategies and any software or computer programs they need to use regularly. They also learn about the company’s goals and objectives and how they align with the marketing manager’s role.

Certifications & Licenses: Certifications enable professionals to improve their skills and demonstrate their qualifications to prospective employers. Marketing managers can earn certifications to gain more technical knowledge of their responsibilities, test their skills and advance their careers.

Marketing Manager Skills

Marketing managers need the following skills in order to be successful:

Communication skills: As a marketing manager, you may be required to communicate with clients, colleagues and other stakeholders. Effective communication skills can help you convey your ideas and messages clearly. You may also use communication skills to communicate with clients and customers, such as when you are sending emails or making phone calls.

Analytical skills: Analytical skills can help you make informed decisions about marketing campaigns. As a marketing manager, you may be responsible for evaluating the success of marketing campaigns and making adjustments to improve results. Having strong analytical skills can help you evaluate data and make informed decisions about future campaigns.

Problem-solving skills: As a marketing manager, you may be responsible for resolving issues that arise during the production of marketing materials. For example, if a graphic designer can’t complete a project on time, you may need to step in and find a solution. This may involve finding a new designer or negotiating with the original designer to complete the project by a certain date.

Strategic planning skills: Strategic planning is the ability to create a plan for the future. As a marketing manager, you may be responsible for creating marketing strategies for an entire company. This requires you to be able to look at the company’s goals and create a plan that will help them achieve those goals. Strategic planning is also important for creating marketing campaigns. You need to be able to create a plan that will help the company meet their goals while also creating a successful marketing campaign.

Leadership skills: A marketing manager oversees a team of individuals who work on various aspects of a marketing campaign. Effective marketing managers are able to provide direction and guidance to their team members. Strong leadership skills can help a marketing manager provide direction and guidance to their team members.

Marketing Manager Work Environment

Marketing managers work in a variety of settings, including small businesses, large corporations, and advertising agencies. They may spend time in an office, working on a computer or attending meetings, or they may travel to meet with clients or visit potential markets. Marketing managers usually work full time and may occasionally work overtime to meet deadlines or attend special events. The work can be stressful, and marketing managers may be under pressure to meet sales goals or deadlines.

Marketing Manager Trends

Here are three trends influencing how marketing managers work. Marketing managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

Marketing Automation Will Become More Important

As marketing automation becomes more important, marketing managers will need to learn how to use it effectively.

Marketing automation allows businesses to send targeted messages to potential customers based on their interests and previous interactions with the company. This can help businesses to save time and money by only reaching out to people who are likely to be interested in their products or services.

By learning how to use marketing automation, marketing managers can better reach potential customers and improve the effectiveness of their campaigns. They can also use marketing automation to track the success of their campaigns and make changes as needed.

The Rise of Influencer Marketing

The rise of influencer marketing is a trend that has been gaining popularity in recent years. This trend involves using social media influencers to promote a product or service.

As social media becomes an increasingly important platform for advertising, marketing managers will need to understand how to work with influencers to get the word out about their products. In order to be successful, marketing managers will need to be able to identify the right influencers for their product and develop a relationship with them.

More Focus on Customer Experience

As customer experience becomes more important, businesses are beginning to focus more on marketing managers who can create positive experiences for customers.

This trend means that marketing managers need to be able to think outside the box when it comes to creating campaigns and promotions. They need to be able to understand what customers want and how to give it to them in a way that is both effective and enjoyable.

How to Become a Marketing Manager

A marketing manager career can be a great way to use your creativity and strategic thinking skills. As a marketing manager, you’ll need to have a strong understanding of the company’s products or services, as well as its target market. You’ll also need to be able to come up with creative ways to promote the company’s products or services.

To become a successful marketing manager, it’s important to stay up-to-date on the latest marketing trends and techniques. You should also network with other marketers and attend marketing conferences and workshops.

Related: How to Write a Marketing Manager Resume

Advancement Prospects

There are many ways to advance in the field of marketing. One of the best is to get an advanced degree, such as a master’s in business administration with a concentration in marketing. This will give you the skills and knowledge you need to move into management positions. Alternatively, you could get a PhD in marketing, which would enable you to teach at the college level or do research.

Another way to advance in marketing is to specialize in a particular area, such as digital marketing, product marketing, or brand management. As you gain experience and expertise in your chosen area, you will be in a better position to move into management positions.

Finally, you could start your own marketing consulting business. This would give you the opportunity to be your own boss and set your own hours. However, it is important to note that starting your own business is a risky proposition, and it is not for everyone.

Marketing Manager Job Description Example

At [CompanyX], we are looking for a marketing manager who will be responsible for planning, developing, and executing marketing programs to support the growth of our business. The ideal candidate will have experience managing a marketing team, developing and executing marketing plans, and working with various marketing channels. He or she will be a strategic thinker with the ability to think outside the box to develop creative solutions to marketing challenges. The marketing manager will report to the Vice President of Marketing and will work closely with the sales team to ensure that marketing initiatives are aligned with sales goals.

Duties & Responsibilities

  • Develop and oversee marketing campaigns to promote products or services, working with internal teams and external agencies
  • Conduct market research and analysis to evaluate trends, brand awareness, and competition ventures
  • Generate leads for the sales team and build relationships with potential customers
  • Write copy for various marketing collateral, such as brochures, website content, and email marketing campaigns
  • Develop and manage budgets for advertising and promotional activities
  • Plan and execute events such as trade shows, webinars, and product launches
  • Manage and update customer databases
  • Monitor and report on the effectiveness of marketing campaigns
  • Supervise a team of marketing coordinators and assistants
  • Stay up-to-date with latest marketing trends and best practices
  • Collaborate with other departments such as sales, IT, and product development to ensure smooth communication and efficient workflows
  • Perform any other duties as assigned by upper management

Required Skills and Qualifications

  • Bachelor’s degree in marketing, communications, or related field
  • 5+ years of experience in marketing management, with at least 2 years in a supervisory role
  • Proven track record of successful campaigns and initiatives
  • Solid understanding of all aspects of marketing, including digital marketing, social media, advertising, public relations, etc.
  • Excellent analytical skills, with the ability to use data to make decisions
  • Strong project management and organizational skills
  • Outstanding written and verbal communication skills

Preferred Skills and Qualifications

  • Master’s degree in marketing, business administration, or related field
  • 7-10 years of experience in marketing management
  • Experience working in a global organization
  • Experience with budgeting and financial analysis
  • Fluency in multiple languages

Similar Jobs


What Does a Notary Public Do?

Back to Career Development

What Does a Banking Analyst Do?