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Become A Category Manager, Marketing

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Working As A Category Manager, Marketing

  • 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

  • $121,000

    Average Salary

What Does A Category Manager, Marketing 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 A Category Manager, Marketing

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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Average Length of Employment
Category Manager 3.5 years
Brand Manager 2.6 years
Top Careers Before Category Manager, Marketing
Buyer 5.6%
Top Careers After Category Manager, Marketing
Consultant 4.0%
Director 3.4%

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Top Skills for A Category Manager, Marketing

  1. New Product Development
  2. Revenue Growth
  3. Category Management
You can check out examples of real life uses of top skills on resumes here:
  • Provide innovative approach to new product development.
  • Created training manuals & workshops for a sales team that didn't understand the way Category Management can help them sell.
  • Boosted SKU count by 20% at Wal-Mart by introducing an improved product assortment which was suitably priced and well-packaged.
  • Developed consistent method for value-based primary market research sourcing.
  • Increased market share for fresh meat and seafood categories resulting in and 45% sales lift.

Category Manager, Marketing Demographics

Gender

Male

54.1%

Female

36.7%

Unknown

9.2%
Ethnicity

White

60.1%

Hispanic or Latino

18.0%

Asian

9.7%

Black or African American

9.2%

Unknown

3.0%
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Foreign Languages Spoken

Spanish

30.0%

French

20.0%

German

10.0%

Mandarin

10.0%

Russian

10.0%

Romanian

5.0%

Japanese

5.0%

Hebrew

5.0%

Italian

5.0%
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Category Manager, Marketing Education

Schools

New York University

10.2%

Arizona State University

6.1%

Florida Institute of Technology-Melbourne

6.1%

Pennsylvania State University

6.1%

University of California - Berkeley

6.1%

Florida International University

6.1%

University of Chicago

6.1%

Central Washington University

4.1%

Thunderbird School of Global Management

4.1%

Emerson College

4.1%

University of South Carolina - Columbia

4.1%

University of Rochester

4.1%

Chapman University

4.1%

Saint John's University - New York

4.1%

Grand Valley State University

4.1%

National University

4.1%

University of Pennsylvania

4.1%

Saint Joseph's University

4.1%

Rochester Institute of Technology

4.1%

Fordham University

4.1%
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Majors

Marketing

30.8%

Business

28.4%

Management

9.1%

Finance

6.7%

Communication

2.9%

Education

2.9%

Economics

2.4%

Psychology

1.9%

Advertising

1.9%

Graphic Design

1.9%

Design And Visual Communication

1.4%

English

1.4%

Mechanical Engineering

1.4%

International Business

1.0%

Legal Research And Advanced Professional Studies

1.0%

Social Sciences

1.0%

Philosophy

1.0%

Public Relations

1.0%

Business Communications

1.0%

Journalism

1.0%
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Degrees

Masters

46.9%

Bachelors

38.0%

Other

9.8%

Certificate

3.7%

Doctorate

1.2%

Diploma

0.4%
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