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Business and marketing manager skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Joe Moore Ph.D.,

Aldo Musacchio Ph.D.

Below we've compiled a list of the most critical business and marketing manager skills. We ranked the top skills for business and marketing managers based on the percentage of resumes they appeared on. For example, 11.7% of business and marketing manager resumes contained digital marketing as a skill. Continue reading to find out what skills a business and marketing manager needs to be successful in the workplace.

15 business and marketing manager skills for your resume and career

1. Digital Marketing

Here's how business and marketing managers use digital marketing:

Directed the services of 3 vendors in creating digital marketing material for online and in store promotions.
Managed a $8.3MM mass advertising, direct mail and digital marketing budget.

2. Integrated Marketing

Here's how business and marketing managers use integrated marketing:

Establish integrated marketing initiatives designed to penetrate and grow targeted markets.
Identified & recommended by client to efficiently manage expenditures totaling $1.3 million of integrated marketing programs.

3. B2B Marketing

Here's how business and marketing managers use b2b marketing:

Created and implemented first-ever corporate brand positioning, brand communication and inbound/outbound B2B marketing efforts for start-up.
Implemented a B2B marketing strategy and overall communication plan that produced long-term partners.

4. Project Management

Here's how business and marketing managers use project management:

Guided marketing strategy, through project management and quantitative analysis, to grow revenues and increase customer engagement.
Planned and executed all marketing campaigns, group tourism, events and project management.

5. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how business and marketing managers use market research:

Managed market research, monitored competitive activity and identified customer needs.
Presented market research findings and provided actionable recommendations to internal clients.

6. Marketing Campaigns

Here's how business and marketing managers use marketing campaigns:

Analyzed empirical results of marketing campaigns; developed and implemented new business acquisition strategies.
Devised and launched marketing and merchandising strategies; devised electronic media marketing campaigns.

7. Client Facing

Here's how business and marketing managers use client facing:

Collaborated with internal operations teams on complex projects with client facing visibility, producing measurable results.
Handle all phases of client interaction from initial client facing to contract negotiation, and close.

8. Facebook

Here's how business and marketing managers use facebook:

Optimized use of marketing tools available for promoting products and services including Facebook, Blog, Website, and Intranet.
Market PMG through social media including Facebook, Twitter, LinkedIn, YouTube and other outlets.

9. Business Development

Business development is the ideas or initiatives that work to make business work better. Selling, advertising, product development, supply chain management, and vendor management are only a few of the divisions involved with it. There is still a lot of networking, negotiating, forming alliances, and trying to save money. The goals set for business development guide and coordinate with all of these various operations and sectors.

Here's how business and marketing managers use business development:

Managed business development, advertising, marketing, engineering support, environmental compliance, scheduling, planning and material procurement.
Surpassed customer retention and business development goals by building a client and potential client base contact-networking database.

10. Channel Marketing

Here's how business and marketing managers use channel marketing:

Developed and improved multi-channel marketing strategies and promotional campaigns to manage attendance and exhibit sales results.
Promoted within the organization to cover roles with increased responsibility in Channel Marketing, Data Analysis, and Marketing Communications.

11. Product Development

Product development is the complete procedure of creating a product from concept until release of the final product. Product development has many stages after which a product is released into the market. Identifying the need, creating the opportunity, conceptualizing a product, and providing a solution, all are different stages of product development.

Here's how business and marketing managers use product development:

Directed marketing aspects of product development to meet stated objectives within budgetary guidelines.
Developed short and long-range marketing plans to support customer acquisition, retention, and product development in this newly formed company.

12. Marketing Collateral

Marketing collateral refers to a collection of media items that a company will use to support the sales of its products and services. This term was used to describe the catalogs, brochures, and other print media, whereas these days the marketing collateral meaning is also used in digital marketing and has been growing given the platform of blogs and other social media platforms.

Here's how business and marketing managers use marketing collateral:

Devised branding strategy, created marketing collateral and website, and trained new hires to achieve company start-up objective.
Developed a variety of marketing collateral including employee newsletter, media kit materials, direct mail and catalogs.

13. Competitive Analysis

Competitive analysis is the process of assessing your competitors to determine their strengths and weaknesses, It is a part of strategic management that enables one to identify the opportunities and threats a business can face in the market.

Here's how business and marketing managers use competitive analysis:

Performed competitive analysis for food websites and developed recommendations for redesign of AOL food by partnering with product managers and developers.
Led proposal development, defined partnering and win strategies, provided competitive analysis and managed all aspects of overall capture.

14. Sales Strategies

Here's how business and marketing managers use sales strategies:

Developed marketing and sales strategies including new product introductions, pricing, advertising and target markets.
Managed overhaul of marketing department, cutting company costs and providing representatives and retailers with proactive promotions and sales strategies online.

15. ROI

Here's how business and marketing managers use roi:

Compared results to prior year highlighting cost, ROI, top sellers by product, and by customer.
Analyzed sales data according to ROI objectives to determine the financial value of each market segment opportunity.

What skills help Business And Marketing Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on business and marketing manager resumes?

Joe Moore Ph.D.

Professor of Communication Program Coordinator, Digital Media Production, University of Central Missouri

Well, first I would strongly urge them to reconsider taking a gap year. If we are in a pandemic and go into another shutdown, where are you going to work? If you're thinking you'll just go to school at a community college and work on your gen eds, how are you going to do that if they are shut down, too? But, if they DO take a gap year, I would encourage students to work on their writing. That's the skill we see that students struggle with the most, and in talking with employers, it is the one skill that really sets applicants apart. And don't just "write". I mean, start a blog to write about your experiences, practice writing scripts, cover some news in your area, yes. But practice writing WELL. Go to https://owl.purdue.edu/ and do some writing lessons to practice proper grammar. Texting and emails have killed proper writing because it is not expected, but if you have good grammar, spelling, punctuation, and capitalization (basic writing skills) AND can tell a good story, just like that you've set yourself apart.

What hard/technical skills are most important for business and marketing managers?

Aldo Musacchio Ph.D.

Professor, Program Director of the MBA, Brandeis University

Lately, employers appreciate software skills to manipulate data, like some knowledge of Python or R, and information visualization software like Tableau. Many companies have their databases in SQL format, and having the capacity to work with it is key. Interestingly, digital marketing and social media skills also get a lot of traction as many employers do not know how to keep and manage a presence in social media, especially in Instagram, and may not be as good as students using tools like Google Analytics.

What soft skills should all business and marketing managers possess?

James Wilkerson Ph.D.

Business Program Coordinator, Project and Supply Chain Management Program Coordinator, The Pennsylvania State University

Verbal skills (both speaking and writing), negotiation skills, unfailing honesty, ability to empathize with clients' wants, and teamwork skills suitable for working collaboratively with sales and operations staff.

What business and marketing manager skills would you recommend for someone trying to advance their career?

Matthew Lopresti

Associate professor of Philosophy and humanities, Hawaii Pacific University

Captains of industry are often asked about the traits they look for in new hires. Critical thinking is always a must, as well as excellent written and oral communication skills.

These are the core competencies of the discipline of philosophy. Top-notch communication abilities begin with a depth of ability to understand nuanced, complex details, and then turn around and clearly communicate these complex ideas in easily digestible bits of information. It is no coincidence that students who graduate with philosophy degrees repeatedly dominate graduate and law-school entrance exams like the GRE and LSAT; they are often the sharpest thinkers with the quickest minds

What type of skills will young business and marketing managers need?

Dr. Donald Siegel

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

What technical skills for a business and marketing manager stand out to employers?

Todd Lee Goen

Instructor & Internship Director, Christopher Newport University

Technical skills are often industry and/or position specific. Applicants should highlight any technical skills related to the position advertisement and those that add value to the position/organization. Most importantly, requirements for technical skills change with time and technological advances. This means employers value workers capable of adapting to change and continually improving and acquiring new technical skills. Thus, it's usually more important to demonstrate you are capable of learning and developing technical skills than it is to have a specific skill set upon hire (although this is not true for some positions/industries).
That said, technical skills related to online presentations, virtual meetings, virtual networking, remote working and the like are hot commodities right now. While most organizations were in the process of adopting many of these technologies and ways of doing business pre-pandemic, the pandemic accelerated the process. Organizations are making it work, but they often don't know best practices or the most efficient means of working in the largely virtual, pandemic environment. Post-pandemic, many of the remote/virtual changes the pandemic brought will stay in some form. Technical skills that support this type of workplace will make applicants stand out to many employers because they need/want to do virtual/remote business better.

Do you want to know more?

List of business and marketing manager skills to add to your resume

The most important skills for a business and marketing manager resume and required skills for a business and marketing manager to have include:

Digital Marketing
Integrated Marketing
B2B Marketing
Project Management
Market Research
Marketing Campaigns
Client Facing
Facebook
Business Development
Channel Marketing
Product Development
Marketing Collateral
Competitive Analysis
Sales Strategies
ROI
Content Marketing

Twitter
Lead Management
Communication Strategies
Business Objectives
Business Strategies
Trade Shows
Product Line
Search Engine Optimization
B2C
Business Management
B Testing
Integrated Marketing Campaigns
Sales Objectives
Press Releases
Business Operations
SEM

Direct Reports
Customer Retention
Business Plan
Photoshop
Marketing Analytics
Marketing Mix
Strategic Partnerships
Brand Positioning
Market Analysis
Strategic Direction
RFP
Media Management
HR
Brand Development
Gross Profit

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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