Marketing Manager Job Description: Top Duties and Qualifications

Last updated: June 22, 2022

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 campaigns to promote business products and services and hiring and training department, employees.

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Marketing Manager duties and responsibilities

Marketing Managers are leaders in the marketing and advertising division of companies and are responsible for overseeing the success of various marketing initiatives. Some of their typical duties and responsibilities may include:

  • Developing marketing strategies for new products
  • Organizing promotional events and coordinating day-of deliveries and staffing
  • Leading and training a team 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 the market
  • 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. 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
  • Demonstrated 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 in order to plan and execute 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 $69,639 per year in the United States. This salary may vary depending on a candidate’s level of education and years of experience as well as an employer’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, though some employers 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 they will be leading a team of Marketing Associates, employers may also look for candidates with a few years of leadership experience, such as those who have led or managed marketing campaigns in the past. Applicants may gain experience by working as Marketing Specialists for many years, though they may have started as Marketing Interns or Marketing Assistants.

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Frequently asked questions about Marketing Managers

 

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, Marketing Analysts and other professionals. Their goal is to create, oversee and evaluate marketing campaigns across different platforms to promote their employer’s brand.

In 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 team and set sales quotas for their employees. Therefore, 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, a Marketing Manager starts 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 office, Marketing Managers review campaign data and approve marketing content for publication.

 

What qualities make a good Marketing Manager?

A good Marketing Manager is someone who has natural leadership capabilities. They use their years of experience in related marketing roles in combination with their leadership capabilities to ensure 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, a good Marketing Manager values continued education and looks for ways to improve their marketing knowledge so they can help their department better. A good Marketing Manager also has an innovative mindset that allows them to develop unique campaign themes that draw attention to their employer’s brand image.

 

Who does a Marketing Manager report to?

A Marketing Manager usually reports to the Marketing Director, or Director of Marketing within a corporation. The Marketing Director is a member of upper management who provides Marketing Managers with a department budget and guidance about how to lead the department. Marketing Managers may also consult with the Marketing Director when making hiring decisions.

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