What Does a Marketing Manager Do?

If you’ve ever wondered what a marketing manager does, you’re not alone. The role of a marketing manager may need to be clarified at times, considering how the marketing field is always changing and growing.

To help you understand what a marketing manager does, let’s closely examine what marketing management entails. From the different types of marketing managers, the steps to becoming one, and the skills needed for success, this guide provides a comprehensive overview of the role.

What Is a Marketing Manager?

Marketing management is all about overseeing and directing the marketing activities of a company or organization. It involves directing a team to create and implement strategies to promote products or services, ultimately driving sales and increasing brand awareness.

As a marketing manager, your responsibilities include developing marketing plans, analyzing the market, identifying target demographics, and supervising advertising initiatives. Additionally, you may work with internal departments, such as operations and finance, to ensure that all marketing activities meet business objectives.

Types of Marketing Managers

Different types of marketing managers focus on various aspects of the marketing process. Let’s take a look at some of these roles.

  • Brand manager: Brand managers are responsible for building and maintaining a strong brand identity for a company or product. They develop brand strategies, oversee advertising campaigns, and ensure brand consistency across all marketing channels.
  • Digital marketing manager: The role of a digital marketing manager involves using various digital channels like social media, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising to connect and interact with the intended audience effectively.
  • Product marketing manager: Product marketing managers focus on promoting and launching new products or services. They conduct market research, identify customer needs, develop pricing strategies, and create marketing collateral to support the product launch.
  • Social media manager: The role of social media managers is to oversee a company’s social media accounts. This includes devising strategies, crafting interesting content, keeping track of social media trends, and engaging with users to establish brand affinity.
  • Public relations manager: Public relations managers manage a company’s reputation. They create press releases, oversee media coverage, and handle crises to portray the organization positively.

These are just a few of the different types of marketing managers. Depending on an organization’s needs, there are many other specialties within this field.

How To Become a Marketing Manager

Becoming a marketing manager requires a combination of education, experience, and skill development. Here are the steps you can take toward becoming a successful marketing manager:

  • Earn a degree: Start by pursuing a bachelor’s degree in marketing, a master’s in business administration, or a related field. A solid educational foundation provides essential knowledge in marketing principles, consumer behavior, and market research.
  • Gain practical experience: Internships, entry-level marketing positions, or freelance work offer valuable hands-on experience. Seek opportunities to work on marketing projects, contribute to campaigns, and develop a diverse skill set.
  • Cultivate key skills: Develop the essential skills required for marketing management. These include strong communication abilities, strategic thinking, analytical skills, creativity, leadership capabilities, and proficiency in digital marketing tools and technologies.
  • Continue learning and networking: Stay updated with the latest marketing trends, industry developments, and emerging technologies. Attend workshops and conferences to expand your knowledge and build a professional network.
  • Pursue certifications: You may improve your credentials by getting professional certifications like digital marketing or social media graduate certificates.

Ongoing training and development are key to your success in marketing management. To be competitive in your marketing efforts, it’s also important to stay up-to-date with industry trends and advancements.

Marketing Manager Job Duties

Marketing managers are responsible for various tasks to promote products or services, drive sales, and enhance brand visibility. The following are some key job duties performed by marketing managers:

  • Developing marketing strategies: Marketing managers are pivotal in creating comprehensive marketing strategies that align with the organization’s goals. They analyze market trends, identify target audiences, and develop plans to effectively reach and engage potential customers.
  • Conducting market research: To understand customer needs, preferences, and market dynamics, marketing managers conduct thorough market research. They gather and analyze data on consumer behavior, competitors, and industry trends, providing valuable insights for decision-making.
  • Planning and executing marketing campaigns: Marketing managers design and oversee marketing campaigns from start to finish. This involves developing campaign objectives, selecting appropriate marketing channels, creating compelling content, and monitoring campaign performance.
  • Managing brand identity: Maintaining a consistent and strong brand identity is crucial for marketing success. Marketing managers develop brand strategies, ensure brand consistency across various platforms, and oversee the creation of marketing materials that accurately reflect the brand image.
  • Collaborating with cross-functional teams: Marketing managers work with other departments, such as sales, product development, and creative teams. They collaborate to ensure marketing efforts align with overall business objectives, product launches are effectively supported, and sales goals are met.
  • Monitoring and analyzing metrics: They must closely monitor key performance indicators (KPIs) to evaluate the success of marketing campaigns and initiatives. Tracking metrics such as website traffic, conversion rates, social media engagement, and return on investment (ROI) is also a key duty for marketing managers. They use this data to optimize future marketing strategies.

It is important to note that marketing managers perform various duties and responsibilities depending on their organization’s size, structure, and needs. So, the job requirements of a marketing manager may vary from one company to another.

Skill Requirements for Marketing Managers

In addition to the necessary education, marketing managers must possess diverse skills to excel in their roles. Here are some of the key skills required:

  • Strategic thinking: Marketing managers must think strategically and develop long-term plans to achieve organizational objectives. They should be able to analyze market trends, identify opportunities, and develop effective marketing strategies.
  • Communication skills: Excellent communication skills are vital for marketing managers. They must effectively convey ideas, create compelling marketing messages, as well as collaborate with team members, clients, and stakeholders.
  • Analytical skills: To make data-driven decisions and improve marketing efforts, marketing managers need to be able to interpret data, conduct market research, and analyze campaign performance. Therefore, possessing strong analytical skills is crucial for this role.
  • Creativity: The marketing manager should use creative thinking to come up with unique and interesting campaigns that will grab the target audience’s attention. This approach will help create engaging marketing materials.
  • Leadership abilities: Leadership skills are essential for marketing managers as they oversee teams and projects. They must motivate and inspire team members, delegate tasks, and effectively manage resources.
  • Problem-solving: Marketing managers encounter various challenges and obstacles. Thinking critically and finding solutions to problems is crucial for your success in this role.
  • Tech savviness: To thrive in the modern world, marketing managers should possess a strong grasp of technology and be well-acquainted with various digital marketing tools and platforms. This involves being knowledgeable about social media, search engine optimization, analytics tools, and marketing automation software.

By fulfilling the educational requirements and developing the necessary skills, aspiring marketing managers can position themselves for success in this dynamic field. Continual learning, staying updated with industry trends, and gaining practical experience will further enhance their prospects in the competitive marketing landscape.

Marketing Manager Salary and Job Outlook

Understanding the job outlook and salary information is important for those considering a career in marketing management. There is a high demand for marketing managers, with the Bureau of Labor Statistics (BLS) expecting a 10% growth rate from 2021 to 2031.

Marketing managers earned a median yearly salary of $133,380 in 2021. However, wages can increase with experience and specialized skills. As businesses rely more on marketing strategies to grow and compete, there will be greater demand for skilled marketing professionals.



Indeed, “What Does a Brand Manager Do? (Plus How to Become One)”

Indeed for Employers, “Product Marketing Manager Job Description: Top Duties and Qualifications”

LinkedIn, “Your Guide to Success As a Social Media Manager”

Workable, “Public Relations Manager job description”

U.S. Bureau of Labor Statistics, “Advertising, Promotions, and Marketing Managers: Occupational Outlook”