What does a business and marketing manager do?
Business and Marketing Managers are responsible for the brand positioning and the promotion of a company's products and services. They are involved in setting marketing strategy with management, analyzing competitors and market trends, supervising marketing campaigns, creating progress reports, negotiating with marketing agencies, writing content, and implementing social media strategies. They also manage budgets, assist in the production of brochures and websites, and oversee company events such as festivals and conferences. A Business and Marketing Manager also oversees the recruitment and training of the marketing team.
Business and marketing manager responsibilities
Here are examples of responsibilities from real business and marketing manager resumes:
- Re-Brand and manage secondary Instagram account focuse on product across multiple store locations.
- Analyze sales data according to ROI objectives to determine the financial value of each market segment opportunity.
- Compare results to prior year highlighting cost, ROI, top sellers by product, and by customer.
- Create sales pipeline tracking tool for healthcare business to increase personal accountability, improve forecasting and track performance versus competition.
- Spearhead installation of standard POS terminals and procedures throughout all stores, improving inter-store inventory availability and sales trend data.
Business and marketing manager skills and personality traits
We calculated that 12% of Business And Marketing Managers are proficient in Digital Marketing, Integrated Marketing, and B2B Marketing. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Business And Marketing Managers that have these skills listed on their resume here:
- Digital Marketing, 12%
Directed the services of 3 vendors in creating digital marketing material for online and in store promotions.
- Integrated Marketing, 9%
Establish integrated marketing initiatives designed to penetrate and grow targeted markets.
- B2B Marketing, 9%
Created and implemented first-ever corporate brand positioning, brand communication and inbound/outbound B2B marketing efforts for start-up.
- Project Management, 7%
Guided marketing strategy, through project management and quantitative analysis, to grow revenues and increase customer engagement.
- Market Research, 6%
Managed market research, monitored competitive activity and identified customer needs.
- Marketing Campaigns, 5%
Analyzed empirical results of marketing campaigns; developed and implemented new business acquisition strategies.
Most business and marketing managers use their skills in "digital marketing," "integrated marketing," and "b2b marketing" to do their jobs. You can find more detail on essential business and marketing manager responsibilities here:
Analytical skills. One of the key soft skills for a business and marketing manager to have is analytical skills. You can see how this relates to what business and marketing managers do because "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Additionally, a business and marketing manager resume shows how business and marketing managers use analytical skills: "designed database system for expedient information output to narrative and government proposal formats, award submittals, and press releases. "
Communication skills. Many business and marketing manager duties rely on 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," so a business and marketing manager will need this skill often in their role. This resume example is just one of many ways business and marketing manager responsibilities rely on communication skills: "developed and managed marketing and communication strategies for the launching process of new products and the branding of existing products. "
Creativity. business and marketing managers are also known for creativity, which are critical to their duties. You can see how this skill relates to business and marketing manager responsibilities, because "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." A business and marketing manager resume example shows how creativity is used in the workplace: "coordinated inventory purchasing for all product lines. "
Interpersonal skills. For certain business and marketing manager responsibilities to be completed, the job requires competence in "interpersonal skills." The day-to-day duties of a business and marketing manager rely on this skill, as "managers must deal with a range of people in different roles, both inside and outside the organization." For example, this snippet was taken directly from a resume about how this skill applies to what business and marketing managers do: "integrated project management experience with interpersonal, communications, financial, and leadership skills. "
Organizational skills. A commonly-found skill in business and marketing manager job descriptions, "organizational skills" is essential to what business and marketing managers do. Business and marketing manager responsibilities rely on this skill because "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." You can also see how business and marketing manager duties rely on organizational skills in this resume example: "conducted extensive market research project which including canvassing both consumer and organizational markets. "
The three companies that hire the most business and marketing managers are:
Compare different business and marketing managers
Business and marketing manager vs. Manager/partner
A manager/partner or managing partner is an individual who manages the daily activities of a company as well as guides its overall strategic business direction. Managing partners must cooperate with other executives, board members, and employees to implement organizational goals, procedures, and policies. They are responsible for the hiring and managing of employees and should follow the executive committee guidelines and federal and state laws and regulations. Managing partners must also maintain positive client relationships and lead the drive for new business acquisitions.
These skill sets are where the common ground ends though. The responsibilities of a business and marketing manager are more likely to require skills like "competitive analysis," "lead management," "communication strategies," and "business objectives." On the other hand, a job as a manager/partner requires skills like "account management," "customer service," "partner relationships," and "crm." As you can see, what employees do in each career varies considerably.
On average, managers/partner reach similar levels of education than business and marketing managers. Managers/partner are 3.0% less likely to earn a Master's Degree and 1.7% more likely to graduate with a Doctoral Degree.Business and marketing manager vs. Marketing strategist
The marketing strategist is an executive who works with the members of the marketing team to ensure the implementation of high-quality marketing strategies within a given time frame. Marketing strategists examine data to find out the best way to administer resources to increase revenue and profits. Their responsibilities include performing in-depth research to determine new market prospects and customers' preferences as well as forecasting market trends. Also, they set certain marketing goals that reflect the overall business goal together with developing and managing digital campaigns.
Each career also uses different skills, according to real business and marketing manager resumes. While business and marketing manager responsibilities can utilize skills like "communication strategies," "business strategies," "product line," and "business management," marketing strategists use skills like "email marketing," "social media marketing," "content strategy," and "crm."
Marketing strategists earn a lower average salary than business and marketing managers. But marketing strategists earn the highest pay in the technology industry, with an average salary of $100,214. Additionally, business and marketing managers earn the highest salaries in the automotive with average pay of $120,707 annually.marketing strategists earn similar levels of education than business and marketing managers in general. They're 2.1% less likely to graduate with a Master's Degree and 1.7% more likely to earn a Doctoral Degree.Business and marketing manager vs. Manager, field marketing
A field marketing manager oversees a company's field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company's policies and regulations.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a business and marketing manager is likely to be skilled in "client facing," "product development," "marketing collateral," and "communication strategies," while a typical manager, field marketing is skilled in "salesforce," "demand generation," "crm," and "lead generation."
Managers, field marketing earn the best pay in the technology industry, where they command an average salary of $100,565. Business and marketing managers earn the highest pay from the automotive industry, with an average salary of $120,707.managers, field marketing typically earn lower educational levels compared to business and marketing managers. Specifically, they're 6.6% less likely to graduate with a Master's Degree, and 0.1% less likely to earn a Doctoral Degree.Business and marketing manager vs. Senior manager of marketing
A senior manager of marketing is responsible for monitoring the organization's marketing staff, reviewing and approving marketing campaigns, and identifying strategies to improve services that would generate more revenues and increase its profitability. The senior manager of marketing evaluates the current market trends to meet consumers' demands and organizes techniques to sell products and services to the target audience. They lead the development of promotional offers and brand awareness, interpret sales data, and monitor the marketing processes' progress.
Even though a few skill sets overlap between business and marketing managers and senior managers of marketing, there are some differences that are important to note. For one, a business and marketing manager might have more use for skills like "sales strategies," "communication strategies," "business strategies," and "search engine optimization." Meanwhile, some responsibilities of senior managers of marketing require skills like "sr," "crm," "email marketing," and "kpis. "
The technology industry tends to pay the highest salaries for senior managers of marketing, with average annual pay of $126,981. Comparatively, the highest business and marketing manager annual salary comes from the automotive industry.senior managers of marketing reach similar levels of education compared to business and marketing managers, in general. The difference is that they're 3.2% more likely to earn a Master's Degree, and 0.2% more likely to graduate with a Doctoral Degree.Types of business and marketing manager
Updated January 8, 2025
