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Become An Alliance Manager

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Working As An Alliance Manager

  • Communicating with Supervisors, Peers, or Subordinates
  • Establishing and Maintaining Interpersonal Relationships
  • Interacting With Computers
  • Organizing, Planning, and Prioritizing Work
  • Making Decisions and Solving Problems
  • Mostly Sitting

  • Stressful

  • $124,293

    Average Salary

What Does An Alliance Manager Do

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers of a firm
  • Meet with clients to provide marketing or technical advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs. 

Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.

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How To Become An Alliance Manager

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for digital advertisements and promotions. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotional, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. 

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

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Alliance Manager Jobs

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Alliance Manager Career Paths

Alliance Manager
Product Manager Senior Manager Of Marketing
Director Of Consumer Marketing
11 Yearsyrs
Program Manager Director Of Sales
Director Of Global Sales
13 Yearsyrs
Business Development Director Product Management Director
Director Of Marketing And Product Management
10 Yearsyrs
Manager/Partner Senior Manager Of Marketing
Director Of Marketing Services
9 Yearsyrs
Business Development Manager Director Of Sales
Director Of Sales, Americas
13 Yearsyrs
Senior Product Manager Director Of Strategy
Director Of Strategy & Marketing
6 Yearsyrs
Business Development Executive Business Development Director
Director, Global Business Development
14 Yearsyrs
Senior Manager Of Marketing Business Development Director
Director, Strategic Alliances
12 Yearsyrs
Senior Manager Of Marketing Director, Product Marketing
Director, Strategic Marketing
10 Yearsyrs
Marketing Manager Product Marketing Manager
Global Product Marketing Manager
9 Yearsyrs
Business Development Executive Marketing Manager
Partner Marketing Manager
7 Yearsyrs
Program Manager Marketing Director
Regional Marketing Director
7 Yearsyrs
Business Development Director Sales And Marketing Vice President
Senior Business Development Manager
11 Yearsyrs
Manager/Partner Channel Manager
Senior Channel Manager
11 Yearsyrs
Business Development Manager Marketing Director
Senior Director Of Marketing
12 Yearsyrs
Marketing Manager Director, Product Marketing
Senior Director, Product Marketing
13 Yearsyrs
Senior Project Manager Solutions Architect
Solutions Director
13 Yearsyrs
Product Manager Product Marketing Manager
Solutions Marketing Manager
9 Yearsyrs
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Alliance Manager Demographics

Gender

Male

62.0%

Female

36.6%

Unknown

1.4%
Ethnicity

White

62.5%

Hispanic or Latino

15.0%

Black or African American

10.2%

Asian

8.9%

Unknown

3.4%
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Foreign Languages Spoken

Spanish

60.0%

French

15.0%

Portuguese

10.0%

Romanian

5.0%

Japanese

5.0%

Carrier

5.0%
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Alliance Manager Education

Schools

University of Phoenix

9.0%

Texas State University

7.7%

Arizona State University

6.4%

University of Kentucky

6.4%

University of Washington

5.1%

Santa Clara University

5.1%

Regis University

5.1%

George Mason University

5.1%

George Washington University

5.1%

Purdue University

5.1%

University of Texas at Austin

5.1%

Syracuse University

3.8%

Washington State University

3.8%

University of Illinois at Urbana-Champaign

3.8%

Saint Edward's University

3.8%

University of Colorado at Boulder

3.8%

University of California - Los Angeles

3.8%

Seattle University

3.8%

Brigham Young University

3.8%

Adelphi University

3.8%
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Majors

Business

37.9%

Marketing

10.7%

Management

7.5%

Computer Science

5.7%

Finance

5.4%

Political Science

3.9%

Accounting

3.6%

International Business

3.2%

Mechanical Engineering

3.2%

Communication

2.5%

Education

2.1%

Electrical Engineering

1.8%

Public Relations

1.8%

Information Technology

1.8%

Computer Information Systems

1.8%

General Sales

1.8%

Environmental Science

1.4%

Economics

1.4%

Psychology

1.4%

Legal Research And Advanced Professional Studies

1.1%
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Degrees

Bachelors

46.4%

Masters

33.1%

Other

13.5%

Associate

3.6%

Doctorate

1.6%

Certificate

1.3%

License

0.3%

Diploma

0.3%
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Part Time
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Temporary

Real Alliance Manager Salaries

Job Title Company Location Start Date Salary
Alliance/Partner MGR Apple Inc. Cupertino, CA Aug 27, 2016 $187,907 -
$195,040
Alliance and Royalties Manager Shire Pharmaceuticals LLC Burlington, MA Sep 01, 2016 $158,731
Alliance and Royalties Manager Shire Pharmaceuticals LLC Burlington, MA Jan 09, 2016 $158,731
Alliance Manager Infosys Limited Ridgefield, NJ Jun 29, 2015 $143,160
Senior Alliance Manager Glaxosmithkline LLC Cambridge, MA Aug 02, 2016 $138,216 -
$148,300
Senior Alliance Manager Glaxosmithkline LLC Cambridge, MA Mar 16, 2015 $134,701 -
$148,300
Alliance Manager Novartis Vaccines and Diagnostics, Inc. Cambridge, MA Aug 07, 2015 $134,701
Alliance Manager, ES Microsoft Corporation Redmond, WA Feb 01, 2010 $130,950
Technical Alliance Manager Riverbed Technology, Inc. Cary, NC Mar 30, 2015 $130,638 -
$155,525
Alliance Manager Novartis Vaccines and Diagnostics, Inc. Cambridge, MA Feb 24, 2014 $130,000
Alliance Manager Otsuka Pharmaceutical DEV & Comm Princeton, NJ Jul 20, 2015 $125,445 -
$127,929
Technical Alliance Manager Riverbed Technology, Inc. Berkeley, CA Sep 15, 2015 $123,991 -
$150,000
Alliance Manager Infosys Limited Plano, TX Mar 20, 2016 $123,822
Alliance Manager Lupin Pharmaceuticals, Inc. Baltimore, MD May 02, 2016 $122,136
SR. Alliance Manager Lupin Pharmaceuticals, Inc. Baltimore, MD May 02, 2016 $122,136
Regional Field Alliances Manager Tibco Software Inc. Somerville, MA Nov 02, 2010 $120,627
SAP Sales & Alliance Manager Auritas, LLC Sanford, FL Aug 18, 2014 $120,000
Senior Alliance Manager Glaxosmithkline LLC Cambridge, MA Aug 02, 2016 $110,700 -
$148,300
Business Alliance Manager Venture Electronics International, Inc. Anaheim, CA Feb 17, 2014 $105,000
Business Alliance Manager Venture Electronics International, Inc. Anaheim, CA Feb 18, 2014 $105,000
Alliance Manager Saama Technologies, Inc. South San Francisco, CA May 19, 2011 $105,000
Alliance Manager Saama Technologies, Inc. CA May 19, 2011 $105,000
Alliance Manager Saama Technologies, Inc. Campbell, CA May 19, 2011 $105,000
Alliance Management Manager Amgen Inc. Thousand Oaks, CA Sep 12, 2013 $103,000
Alliance Manager Instart Logic Inc. Palo Alto, CA Aug 24, 2016 $100,000
Alliance Manager Jennerex, Inc. San Francisco, CA Apr 01, 2010 $100,000

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Top Skills for An Alliance Manager

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  1. Partner Relationships
  2. Revenue Growth
  3. Go-To-Market Strategies
You can check out examples of real life uses of top skills on resumes here:
  • Managed all aspects of partner relationships including joint solution design, partner recruiting, business development and events management.
  • Work closely with partner marketing to develop industry specific solutions and go-to-market strategies.
  • Monitored and tracked joint business development activities to determine value of each partnership and appropriately allocate sales and technical resources.
  • Identified, recruited, and managed relationships with strategic alliances worldwide.
  • Established senior executive relationships between ISV C-level executives and our senior executives.

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Top 10 Best States for Alliance Managers

  1. New York
  2. Colorado
  3. Virginia
  4. New Jersey
  5. Rhode Island
  6. Washington
  7. California
  8. Delaware
  9. District of Columbia
  10. Arkansas
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  • (905 jobs)
  • (1,171 jobs)
  • (1,144 jobs)
  • (152 jobs)
  • (1,899 jobs)
  • (7,457 jobs)
  • (79 jobs)
  • (336 jobs)
  • (151 jobs)

Top Alliance Manager Employers

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