Career Development

What Does a Senior Marketing Manager Do?

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

A senior marketing manager is a mid- to senior-level executive who leads the marketing efforts of an organization. They are responsible for developing and executing marketing strategies that help their company grow and succeed.

Senior marketing managers often oversee multiple junior marketers, but they also commonly work directly with other departments in their company to ensure that all aspects of their marketing plan are executed properly. This might include working with product development teams to ensure that new products or services are ready when they’re needed, coordinating with customer service to make sure customers have a positive experience interacting with your brand, etc.

Senior Marketing Manager Job Duties

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

  • Developing a marketing strategy that aligns with the company’s overall business objectives
  • Creating and executing marketing campaigns including print ads, radio commercials, direct mail campaigns, television commercials, and webinars
  • Creating a content marketing strategy that includes blogs or white papers to engage with customers or build brand awareness
  • Developing pricing strategies and plans to meet company objectives and customer needs
  • Evaluating new technologies to determine how they can be used to improve customer experience or increase sales
  • Creating a strategy to attract new customers by identifying potential markets and developing plans to reach them
  • Collaborating with other departments such as sales or customer service to achieve mutually beneficial goals
  • Developing and maintaining relationships with current customers to retain business and increase sales
  • Developing new products or services by researching customer needs and creating proposals for possible solutions

Senior Marketing Manager Salary & Outlook

The salary of a marketing manager can 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: $125,000 ($60.1/hour)
  • Top 10% Annual Salary: $215,000 ($103.37/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 who can help companies navigate the increasingly complex digital environment.

Senior Marketing Manager Job Requirements

A senior marketing manager typically needs the following qualifications:

Education: A bachelor’s degree is often a minimum requirement to become a senior marketing manager. Some companies may prefer a master’s degree in marketing or a related field. Relevant coursework includes marketing strategy, research, statistics, economics, business law and business communication.

Training & Experience: Senior marketing managers typically have at least 10 years of experience in marketing. They may have worked in entry-level marketing positions before advancing to marketing manager. Senior marketing managers may have worked in other roles before advancing to a senior marketing manager position. For example, they may have worked as marketing directors or marketing managers before advancing to a senior marketing manager role.

Certifications & Licenses: Certifications enable professionals to prove their qualifications to current and future employers. Senior marketing managers can earn certifications to gain more theoretical knowledge of their responsibilities, test their professional skills and further advance their career.

Senior Marketing Manager Skills

Senior marketing managers need the following skills in order to be successful:

Communication: Communication is the act of conveying information to others. As a marketing manager, you may be required to communicate with clients, colleagues and other stakeholders. Effective communication can help you convey your ideas and messages to others in a clear and concise manner. This can help you build trust and rapport with others and help you collaborate with others to achieve common goals.

Leadership: Leadership skills can help you motivate and inspire others to work toward common goals. As a senior marketing manager, you may be responsible for leading a team of junior marketing managers. Leadership skills can help you guide and direct your team members to achieve company goals. You can also use leadership skills to motivate your team to work harder and achieve higher levels of success.

Strategic thinking: Strategic thinking is the ability to identify a company’s goals and develop a plan to achieve them. As a senior marketing manager, you may be responsible for developing marketing strategies for an entire company. This requires you to be able to identify the company’s goals and develop a plan to achieve them. Strategic thinking can also help you develop effective marketing campaigns that meet the needs of a company’s customers.

Analytical skills: Analytical skills are the ability to assess situations and make decisions based on the information you have. As a senior marketing manager, you may be responsible for developing strategies and tactics for marketing campaigns. This requires you to be able to analyze data and research to make informed decisions.

Marketing technology: Marketing technology is the use of software and technology to create and distribute marketing campaigns. This skill is important for a senior marketing manager because it allows them to stay up to date on the latest marketing trends and methods. It also allows them to advise their company on the best ways to use technology to create and distribute marketing campaigns.

Senior Marketing Manager Work Environment

The work environment for a senior marketing manager is usually in an office setting, although travel may be required for meetings, conferences, and client visits. Senior marketing managers typically work a standard 40-hour week, although they may occasionally have to work evenings and weekends to meet deadlines or attend events. The job can be stressful, as senior marketing managers are often under pressure to meet sales targets and deadlines. They must also be able to deal with rejection, as not every marketing campaign will be successful.

Senior Marketing Manager Trends

Here are three trends influencing how senior marketing managers work. Senior 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, senior marketing managers will need to learn how to use it effectively.

Marketing automation allows businesses to automate many of the tasks involved in marketing, such as sending emails, tracking leads, and measuring ROI. By using marketing automation, senior marketing managers can free up time to focus on other areas of their job, such as developing new campaigns or improving customer relationships.

Social Media Marketing Becomes Even More Important

Social media has become an essential part of any marketing strategy, and this trend is only going to continue.

As social media becomes even more important, senior marketing managers will need to be well-versed in all aspects of social media marketing. This includes understanding how to create effective ads, manage a company’s social media presence, and develop strategies that utilize social media channels.

More Focus on Customer Experience

The trend of focusing on customer experience is becoming increasingly popular among businesses. This is because customers are becoming more demanding and want to have a positive experience when they interact with a company.

As a senior marketing manager, you can capitalize on this trend by ensuring that your team is focused on creating a great customer experience. This means providing excellent customer service, developing products that meet customer needs, and listening to what customers have to say.

How to Become a Senior Marketing Manager

A successful marketing manager career path can be customized to fit your unique skills and interests. However, there are a few key areas that all marketers should focus on developing. These include marketing strategy, marketing communications, and digital marketing.

In addition to these core marketing skills, it’s also important to develop your business acumen. This will help you understand how your marketing efforts impact the overall success of your company. You should also stay up-to-date on the latest marketing trends so that you can incorporate them into your campaigns.

Related: How to Write a Senior Marketing Manager Resume

Advancement Prospects

There are many ways to advance your career in marketing. One way is to specialize in a particular area of marketing, such as digital marketing, product marketing, or brand marketing. As you gain experience and expertise in your chosen area, you can move up to senior positions such as director of marketing or vice president of marketing.

Another way to advance your career is to move into management. Marketing managers oversee marketing campaigns and projects. They may also be responsible for managing a team of marketing professionals. With experience, you can move up to positions such as marketing director or chief marketing officer.

Yet another way to advance your career is to move into sales. Sales managers oversee sales teams and are responsible for meeting sales targets. With experience, you can move up to positions such as vice president of sales or chief revenue officer.

Senior Marketing Manager Job Description Example

At [CompanyX], we’re looking for a senior marketing manager who will be responsible for developing and executing marketing plans to support the growth of our business. The ideal candidate will have experience leading a team of marketing professionals, as well as a proven track record in developing and executing successful marketing campaigns. They will be responsible for managing the marketing budget, developing relationships with key partners and vendors, and overseeing the production of marketing materials. Additionally, they will be responsible for analyzing marketing data to identify trends and insights, and developing strategies to improve marketing ROI.

Duties & Responsibilities

  • Develop and execute marketing plans that achieve business objectives across multiple channels including paid, owned, and earned media
  • Oversee the development and execution of integrated marketing campaigns from start to finish, on time and within budget
  • Serve as a thought leader on all things marketing, providing strategic direction and thought partnership to cross-functional teams
  • Partner with senior leadership to develop long-term brand strategy and annual marketing plans in alignment with business goals
  • Lead and manage a team of marketing professionals, setting clear expectations and providing ongoing feedback to drive high performance
  • Develop strong relationships with key agency partners, managing day-to-day work and ensuring quality deliverables
  • Stay up-to-date on latest marketing trends and best practices, sharing insights with the team and adapting plans accordingly
  • Manage budgets for multiple projects, ensuring efficient use of resources
  • Analyze campaign results and ROI, making recommendations for optimization and future planning
  • Write and edit compelling copy for marketing collateral, website, email, social media, and other channels
  • Create and oversee production of high-quality visuals including photos, videos, infographics, and more
  • Present ideas and results to internal and external stakeholders at all levels

Required Skills and Qualifications

  • Bachelor’s degree in marketing, business, or related field
  • 10+ years of experience in marketing management with increasing levels of responsibility
  • Proven track record of developing and executing successful marketing campaigns
  • Strong understanding of the principles of marketing, including segmentation, targeting, positioning, etc.
  • Excellent analytical skills, with experience using data to inform marketing decisions
  • Outstanding communication, writing, and presentation skills

Preferred Skills and Qualifications

  • Master’s degree in marketing, business, or related field
  • Experience working in a global organization
  • Experience managing a team of marketing professionals
  • Working knowledge of marketing software programs, including Salesforce, Marketo, and HubSpot
  • Familiarity with web design and development

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