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Marketing Manager Job Description: Top Duties and Qualifications

Last updated: October 13, 2023

A Marketing Manager, or Marketing Department Manager, is responsible for overseeing a team of marketing professionals within the marketing department. Their duties include relaying information between upper management and department employees regarding budgets and daily procedures, overseeing the implementation of marketing strategies campaigns to promote business products and services, and hiring and training department employees.

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Marketing Manager duties and responsibilities

Marketing Managers take the lead in their company’s marketing and advertising divisions, overseeing the success of various marketing initiatives. Some of their typical duties and responsibilities may include:

  • Developing marketing strategies for advertising new products
  • Organizing promotional events and coordinating day-of deliveries and staffing
  • Leading and training teams of Marketing Associates
  • Reviewing current marketing campaigns for weaknesses and developing solutions within budget constraints
  • Analyzing website click-to-purchase conversion rates and the effectiveness of promotions to determine what drives sales
  • Identifying potential new markets and creating a plan to enter those markets
  • Partnering with product development and buying teams to estimate product demand
  • Brainstorming fresh advertising ideas with senior management
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What does a Marketing Manager do?

Marketing Managers typically work for corporations across industries to coordinate marketing campaigns and lead marketing staff. They work closely with members of the advertising or sales department to ensure that marketing campaigns align with product launches and consumer needs. Their job is to oversee the department’s marketing budget and refine campaign strategies for better results. They may also be responsible for planning and executing brand events or product launches as a part of marketing campaigns.

Marketing Manager skills and qualifications

A Marketing Manager should be skilled in a variety of advertising methods, including digital, print and social media marketing. Some of their other necessary skills and qualifications include:

  • Knowledge of marketing-related business practices, including advertising, market research, technology and budgeting
  • Proficient with marketing-related software programs
  • A history of planning successful product launches and events
  • Effective communication skills and adaptable communication style for interacting with team members, upper management and clients
  • Time management and organization skills for planning and executing both large and small marketing projects and initiatives
  • Leadership skills to motivate team members and manage conflicts
  • Analytical and problem-solving skills for coming up with ideas to increase demand for products and services

Marketing Manager salary expectations

The average Marketing Manager salary is $73,769 per year in the United States, based on 9.1K salaries reported to Indeed as of June 23, 2023. This salary may vary depending on a candidate’s level of education and years of experience as well as your business’s geographical location.

Marketing Manager education and training requirements

A bachelor’s degree in marketing, business, advertising or another related field is usually required to become a Marketing Manager. Some employers, however, prefer candidates who also have a graduate degree in marketing or an MBA for in-depth business understanding. There are no specialized training or licenses required for a Marketing Manager, though some organizations may look for applicants with relevant certifications, such as the Certified Marketing Management Professional or the Professional Certified Marketer credentials. On-the-job training in entry and other relevant mid-level positions is standard for Marketing Managers.

Marketing Manager experience requirements

A Marketing Manager should have a minimum of 10 years of experience in marketing and business. If you need them to lead a team of Marketing Associates, you may also look for candidates with a few years of leadership experience, such as those who’ve led or managed marketing campaigns in the past. The applicants you look at may have gained experience by working as Marketing Specialists for many years, though many as Marketing Interns or Marketing Assistants.

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Frequently asked questions about Marketing Managers

Here are some frequently asked questions about the job description of Marketing Manager.

Why should companies hire a Marketing Manager?

Having a Marketing Manager helps your business build trust with customers by creating a unified brand identity. By crafting uniform graphics and messaging, Marketing Managers present an easily recognizable presence for your company. These professionals analyze the competition to see what they’re missing, then move in on opportunities quickly to better position your brand for success. A Marketing Manager that stays up to date with the changing demands of digital advertising also helps your business stay on top of trends by tracking analytics data and understanding how to best position your brand with search engine optimization (SEO) skills.

What is the difference between a Marketing Manager and a Sales Manager?

Marketing Managers and Sales Managers work on the same level within an organization and frequently combine their department efforts to achieve marketing or sales initiatives. The difference between a Marketing Manager and a Sales Manager is their areas of job focus. For example, Marketing Managers oversee the marketing department, which includes Graphic Designers, Copywriters, Marketing Specialists, Marketing Coordinators and Marketing Analysts, among other professionals. Their goal is to create, oversee and evaluate marketing campaigns across different platforms to promote their employer’s brand.

By contrast, Sales Managers oversee the daily operations of the sales department, including Sales Representatives, or Salespeople. They generate leads, work on sales pitches for their teams and set sales quotas for their employees. This means the main difference is that Marketing Managers focus on increasing brand awareness, while Sales Managers focus on increasing company revenue.

What are the daily duties of a Marketing Manager?

On a typical day, Marketing Managers start by checking their email and voicemail to respond to time-sensitive messages from upper management, department employees or business partners. Throughout the day, they hold meetings with department employees and upper management to discuss the progress of ongoing campaigns and brainstorm ideas for new strategies. During downtime in their offices, Marketing Managers review campaign data and approve marketing content for publication.

What qualities make a good Marketing Manager?

Good Marketing Managers have natural leadership capabilities. They use their years of experience in related marketing roles in combination with their leadership capabilities to improve the efficiency of the marketing department. Marketing Managers also value the ideas of their employees to create strong marketing campaigns, and they encourage employees to expand their professional potential by offering training programs or courses.

Further, good Marketing Managers value continued education and look for ways to improve their marketing knowledge so they can better meet their responsibilities. They also have an innovative mindset that lets them develop unique campaign themes that draw attention to their employer’s brand image.

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