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Become A Consumer Marketing Manager

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Working As A Consumer Marketing 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

  • $112,769

    Average Salary

What Does A Consumer Marketing 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 A Consumer Marketing 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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Consumer Marketing Manager Jobs

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Consumer Marketing Manager Career Paths

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Help others decide if this is a good career for them

Average Length of Employment
Marketing Manager 2.9 years
Marketing Lead 2.3 years
Head Of Marketing 2.3 years
Top Employers Before
Internship 3.3%
Analyst 3.0%
Top Employers After
Consultant 3.7%
Director 3.1%
Manager 2.9%

Do you work as a Consumer Marketing Manager?

Consumer Marketing Manager Demographics

Gender

Female

54.0%

Male

42.7%

Unknown

3.3%
Ethnicity

White

62.4%

Hispanic or Latino

13.7%

Black or African American

11.8%

Asian

8.4%

Unknown

3.7%
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Languages Spoken

Spanish

48.4%

French

16.1%

Irish

6.5%

Chinese

6.5%

Portuguese

3.2%

Danish

3.2%

German

3.2%

Hebrew

3.2%

Carrier

3.2%

Mandarin

3.2%

Arabic

3.2%
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Consumer Marketing Manager Education

Schools

Columbia University

7.8%

Northwestern University

7.8%

University of Michigan - Ann Arbor

6.9%

New York University

6.9%

Syracuse University

5.9%

University of Georgia

5.9%

Indiana University Bloomington

4.9%

Michigan State University

4.9%

University of North Carolina at Chapel Hill

4.9%

Cornell University

4.9%

University of Connecticut

3.9%

University of Washington

3.9%

University of California - Los Angeles

3.9%

Santa Clara University

3.9%

University of Southern California

3.9%

University of Wisconsin - Madison

3.9%

University of Iowa

3.9%

University of Texas at Austin

3.9%

University of Delaware

3.9%

Southern Illinois University Edwardsville

3.9%
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Majors

Marketing

31.2%

Business

24.2%

Communication

7.0%

Management

5.8%

Finance

4.6%

Economics

4.1%

Education

2.6%

English

2.6%

Psychology

2.4%

Political Science

2.2%

Public Relations

2.2%

Advertising

2.2%

Journalism

1.7%

Graphic Design

1.4%

Kinesiology

1.2%

Anthropology

1.0%

Criminal Justice

1.0%

History

1.0%

General Education, Specific Areas

1.0%

General Sales

1.0%
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Degrees

Masters

43.1%

Bachelors

42.7%

Other

9.0%

Certificate

2.2%

Associate

1.2%

Doctorate

1.0%

Diploma

0.8%
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Real Consumer Marketing Manager Salaries

Job Title Company Location Start Date Salary
Consumer Insights (Quantitative Research) Manager 1 Johnson & Johnson Consumer, Inc. San Francisco, CA Jul 04, 2016 $158,000
Consumer Insights (Quantitative Research) Manager 1 Johnson & Johnson Consumer, Inc. San Francisco, CA Jun 27, 2016 $158,000
Consumer Insights (Quantitative Research) Manager 1 Babycenter, L.L.C San Francisco, CA Apr 01, 2015 $148,600
Consumer Insights (Quantitative Research) Manager 1 Johnson & Johnson Consumer Companies, Inc. San Francisco, CA Dec 22, 2015 $141,000 -
$160,000
Manager Consumer Statistical Validation General Electric Capital Corporation Chicago, IL Sep 24, 2014 $140,000 -
$160,000
Manager, Consumer Insights Avon Products, Inc. New York, NY Oct 01, 2014 $125,300
Manager, Consumer Insights Samsung Electronics America, Inc. San Jose, CA Jan 25, 2010 $120,500 -
$130,500
Consumer Segment Marketing Manager Micron Semiconductor Products, Inc. Milpitas, CA Apr 20, 2015 $120,000
Consumer Segment Marketing Manager Micron Semiconductor Products, Inc. Milpitas, CA Apr 01, 2015 $120,000
Consumer Segment Marketing Manager Micron Technology, Inc. Milpitas, CA Oct 13, 2014 $120,000
Manager, Consumer Analytics Pepsico, Inc. NY Jan 10, 2011 $120,000
Manager, Consumer Complaints Discover Products Inc. Riverwoods, IL Oct 08, 2016 $119,246
Manager, Consumer Insights Avon Products, Inc. New York, NY Oct 01, 2011 $115,000
Principal, Consumer and Shopper Marketing Information Resources, Inc. Norwalk, CT Jul 03, 2014 $112,424 -
$117,424
Manager, Consumer Analytics Activision Publishing, Inc. Santa Monica, CA Sep 02, 2014 $110,000
Manager-Consumer Marketing Milgard Manufacturing Inc. Tacoma, WA Oct 01, 2011 $105,000
Consumer Marketing Manager, Core Brands Mead Johnson & Company Evansville, IN Sep 07, 2009 $105,000
Consumer Insights Manager Windsor Foods, LP Hayward, CA Sep 30, 2014 $103,000 -
$108,912
Consumer Insights Manager Heineken USA, Inc. New York, NY Jun 06, 2011 $102,000
Consumer Insights Manager Ajinomoto Windsor, Inc. Hayward, CA Jul 10, 2015 $101,629 -
$108,912
Consumer Insights Manager Windsor Foods, LP Hayward, CA Oct 15, 2012 $100,000 -
$107,000
Manager, Consumer Marketing Activision Publishing, Inc. Santa Monica, CA Sep 06, 2012 $100,000
Manager, Marketing-Consumer Acquisitions BMO Harris Bank, N.A. Chicago, IL Jan 08, 2016 $100,000
Manager, Consumer Analytics Encyclopaedia Britannica, Inc. Chicago, IL Nov 08, 2016 $96,491
Manager, Consumer Insights Babycenter, L.L.C. San Francisco, CA Sep 10, 2013 $95,000
Manager, Consumer Analytics Activision Publishing, Inc. Santa Monica, CA Aug 19, 2016 $92,000

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Top Skills for A Consumer Marketing Manager

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  1. Consumer Insights
  2. Email
  3. Market Research
You can check out examples of real life uses of top skills on resumes here:
  • Translate Voice-of-Consumer insights to influence product development from concept and engineering, to market positioning.
  • Evaluated existing policy on email communications to customers.
  • Performed ongoing customer/market research and demographic profiling to identify and capitalize on unmet market needs ahead of the curve.
  • Directed the MyRewardZone.com website re-design, including user requirements and agency selection.
  • Implement and execute customer service, marketing, and business development strategies for a new start-up golf company.

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Top Consumer Marketing Manager Employers

Jobs From Top Consumer Marketing Manager Employers

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