Marketing Managers research, determine, examine, and assess product demand in order to increase it by developing promotional campaigns and strategies that take into consideration the predetermined target audience. They are responsible for establishing and maintaining a brand’s image and for ensuring it complies with the company’s vision and values.
In this regard, Marketing Managers supervise the different stages of all marketing efforts, from logos and package design, to advertising campaigns and pricing strategies, including media outlet selection. These professionals also monitor every activity related to brand awareness (e.g. email campaigns and newsletters, contests, celebrity endorsements, and product placement in the media).
The Marketing Manager’s role is commonly confused with the one of Public Relations Manager since the latter conducts the planning and directing of material creation aimed at maintaining or enhancing the public image of a company or client. These two positions are complementary and attend to very specific aspects: Marketing focuses on “paid media” because advertising is paid for and will appear as requested, while Public Relations is linked with “earned media” considering the fact that press releases are sent to media outlets with no guarantee of being shared with the public.
Here’s a non-exhaustive list of common tasks Marketing Manager are required to complete.
- Delimiting the target audience to which products or services will be sold:
- Developing pricing strategies attending to the company’s goals and customer satisfaction, in order to ensure competitiveness; and
- managing distribution channels for products attending to target audience’s particularities.
- Identifying competitors and potential markets (e.g. wholesalers, retailers, government, and the general public):
- Monitoring trends to identify what modifications should be done to a product, brand, or service or to develop new ones; and
- teaming with different areas with the aim of developing strategies to attract new consumers.
- Developing and implementing short and long-term marketing strategies and advertising campaigns in order to create and increase brand awareness:
- Identifying the company’s or client’s marketing goals and objectives, as well as its mission, vision, values, and goals;
- analyzing market trends in order to assess feasibility and profitability for new or existing campaigns;
- planning and supervising the implementation of marketing campaigns and strategies, establishing deadlines and budgets accordingly;
- determining ways to track and measure the success of marketing strategies, such as key performance indicators (KPIs);
- ensuring products and brands comply with the previously designed identity;
- monitoring the different strategies in execution to ensure goals are met;
- creating and curating content that will advocate the brand;
- coordinating marketing campaigns with Sales activities; and
- making recommendations complying with Public Relations and social strategy principles, applying a customer-focused perspective at the moment of making decisions.
- Directing art and marketing campaigns with the aim of promoting programs and events:
- Coordinating creative briefs, directing the creativity process held before launching new brands and products;
- overseeing the use of logos and other marketing assets to guarantee the corporate identity’s consistency throughout all products and services;
- overseeing copywriting, design, and layout and ensuring that all marketing materials comply with the specifications established on marketing plans; and
- supervising the production and distribution of advertising material.
- Handling and supervising all marketing aspects of a potential crisis situation.
- Submitting detailed reports on sales volume, customer experience, market trends, and requirements:
- Preparing monthly, quarterly, and yearly reports on every marketing activity and its results;
- following competitors’ marketing activities to measure their impact; and
- assessing and reporting on investment return and key performance metrics.
- Providing recommendations for future tactics, seeking to increase sales volume:
- Presenting detailed marketing strategies to Marketing Directors and other departments.
- Building strategic relationships and partner with key industry players, agencies, and vendors:
- Researching and reporting on potential strategic relationships; and
- negotiating with agencies, vendors, and suppliers regarding distribution networks, costs, and strategies.
- Assisting the Public Relations department with media relations inquiries regarding the products, services, or brand:
- Reviewing or writing press releases, if necessary, as well as preparing media kits;
- helping clarify the brand’s point of view to its main audience through media releases and interviews; and
- writing concise stories for press outreach in a variety of formats.
- Managing the Marketing department budget:
- Implementing marketing activity in line with the agreed budget; and
- optimizing cost to benefit ratio.
- Ensuring compliance with the company’s bylaws, regulations, policies, and procedures.
- Developing, implementing, and overseeing all marketing and advertising strategies, as well as promotional activities.
- Managing and coordinating creative staff.
- Analyzing demographics to delimit target markets for new products, brands, or services.
- Monitoring competitors’ marketing strategies to measure their impact.
- Tracking the effects of the marketing strategies implemented.
- Researching and assessing the feasibility and profitability of existing and upcoming products, brands, or services.
- Keeping up-to-date with marketing trends and requirements to ensure their marketing strategies comply with the latest practices and standards.
The average Marketing Manager salary is $69,143 per year or $35 per hour. This is around 2.1 times more than the Median wage of the country. Entry level positions start at $48,000 while most experienced workers make up to $97,000. These results are based on 547 salaries extracted from job descriptions.
- Outstanding creativity, insight, and a positive, go-to attitude:
- Being able to anticipate and adapt to customers’ needs in a proactive and strategic manner.
- Impeccable interpersonal and communication skills:
- Communicating clearly, both in writing and verbally, in order to convey innovative ideas, as well as to build trust and cultivate relationships with clients, coworkers, customers, distributors, and retailers; and
- being a demonstrated team player.
- Strong organizational and time management skills:
- Having strong multitasking skills; being able to work independently and as part of a team in a dynamic, fast-paced environment;
- being organized enough to run several campaigns at the same time;
- being versatile, flexible, and willing to work within constantly changing priorities; and
- being able to prioritize tasks and responsibilities accordingly.
- Exceptional leadership and project management skills:
- Pushing themselves and others to achieve results and exceed goals; and
- being resourceful, energetic, and displaying a strong desire to take initiative.
- Analytical and problem-solving skills:
- Effectively reading and interpreting information; and
- identifying issues and resolving problems in a timely manner using creativity and good judgment.
- Administrative skills:
- Being proficient in Microsoft Office Suite, as well as in spreadsheets, flow charts, and photo editing software.
- Proactive, reliable, responsible, and accurate with excellent attention to detail.
Aside from the skills listed above, Marketing Managers also need to demonstrate a thorough knowledge of market trends, Social Media, and the Retail landscape. Having a proven ability to work with and manage creative people is a definite asset.
For Marketing Manager positions, a bachelor’s degree in Marketing, Communications, Public Relations or Business Administration is usually required; however, some employers may prefer a master’s degree in the aforementioned fields or any other related subject. Courses in Advertising, Social Media, Business Administration, Public Affairs, Branding and Consumer, Digital and/or Product Marketing can be very helpful for any candidate applying for this position. Furthermore, Marketing Managers must have several years of experience (usually between 3 and 5) in a related or entry-level position (e.g. Marketing Specialists or Marketing Coordinators).