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Working As a Creative 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

  • $78,000

    Average Salary

What Does A Creative 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 Creative 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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Average Length of Employment
Creative Director 3.9 years
Creative Manager 3.2 years
Marketing Manager 2.9 years
Creative Lead 2.8 years
Marketing Officer 2.5 years
Marketing Lead 2.4 years
Top Careers Before Creative Marketing Manager
Internship 2.7%
Top Careers After Creative Marketing Manager
Consultant 2.7%

Do you work as a Creative Marketing Manager?

Average Yearly Salary
$78,000
Show Salaries
$52,000
Min 10%
$78,000
Median 50%
$78,000
Median 50%
$78,000
Median 50%
$78,000
Median 50%
$78,000
Median 50%
$78,000
Median 50%
$78,000
Median 50%
$116,000
Max 90%
Best Paying Company
The Walt Disney Company
Highest Paying City
Dublin, CA
Highest Paying State
New York
Avg Experience Level
3.3 years
How much does a Creative Marketing Manager make at top companies?
The national average salary for a Creative Marketing Manager in the United States is $78,468 per year or $38 per hour. Those in the bottom 10 percent make under $52,000 a year, and the top 10 percent make over $116,000.

Real Creative Marketing Manager Salaries

Job Title Company Location Start Date Salary
Marketing Manager, Creative Labs Google Inc. New York, NY Sep 23, 2011 $175,000
Creative Marketing Manager Lulilife LLC New York, NY Jan 04, 2016 $55,180
Social and Creative Marketing Manager Lulilife LLC Nyack, NY Apr 01, 2014 $55,180
Social and Creative Marketing Manager Lulilife LLC New York, NY Apr 01, 2014 $55,180
Creative Marketing Manager Independent Film Development Group New York, NY Apr 07, 2012 $54,226 -
$68,307
Creative Marketing Manager Independent Film Development Group, LLC New York, NY Jul 07, 2012 $54,226 -
$68,307
Creative Marketing Manager Independent Film Development Group, LLC New York, NY Apr 07, 2012 $54,226 -
$68,307

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Top Skills for A Creative Marketing Manager

  1. Corporate Website
  2. Creative Direction
  3. Email
You can check out examples of real life uses of top skills on resumes here:
  • Maintained corporate website and built custom presentation materials for client presentations.
  • Managed agency and print vendor relationships, provided creative direction, and participated in vendor selection and annual evaluation process.
  • Communicated directly with account managers, email analysts and email marketing manager for efficiency and growth.
  • Provided clients with creative strategies and branding.
  • Plan, direct and managed logistics for all trade shows events in the US & Europe.

Rank:

Average Salary:

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Top 10 Best States for Creative Marketing Managers

  1. New York
  2. California
  3. New Jersey
  4. Washington
  5. Rhode Island
  6. Virginia
  7. Delaware
  8. Idaho
  9. Colorado
  10. Connecticut
  • (2,536 jobs)
  • (6,332 jobs)
  • (1,051 jobs)
  • (1,141 jobs)
  • (139 jobs)
  • (895 jobs)
  • (95 jobs)
  • (88 jobs)
  • (769 jobs)
  • (380 jobs)

Creative Marketing Manager Demographics

Gender

Male

45.9%

Female

44.6%

Unknown

9.4%
Ethnicity

White

61.5%

Hispanic or Latino

16.0%

Black or African American

10.8%

Asian

8.1%

Unknown

3.5%
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Foreign Languages Spoken

Spanish

33.3%

Chinese

11.1%

Japanese

11.1%

French

11.1%

Italian

11.1%

Portuguese

5.6%

Norwegian

5.6%

Mandarin

5.6%

Korean

5.6%
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Creative Marketing Manager Education

Schools

New York University

9.1%

University of Illinois at Chicago

6.5%

University of California - Los Angeles

6.5%

Fashion Institute of Technology

5.2%

Arizona State University

5.2%

San Jose State University

5.2%

Temple University

5.2%

University of Phoenix

5.2%

University of Arizona

5.2%

University of Texas at Austin

5.2%

Northwestern University

5.2%

San Francisco State University

5.2%

University of Florida

3.9%

Columbia College Chicago

3.9%

Academy of Art University

3.9%

Southern Methodist University

3.9%

Drexel University

3.9%

University of Central Florida

3.9%

Pennsylvania State University

3.9%

New School

3.9%
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Majors

Graphic Design

19.6%

Communication

14.1%

Marketing

12.7%

Business

12.4%

Fine Arts

8.4%

Public Relations

4.0%

Photography

2.9%

Advertising

2.9%

Management

2.6%

Journalism

2.6%

English

2.6%

Psychology

2.0%

Writing

2.0%

Finance

2.0%

Computer Applications

2.0%

Design And Visual Communication

1.7%

Political Science

1.4%

Digital Media

1.4%

Visual And Performing Arts

1.4%

Computer Information Systems

1.2%
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Degrees

Bachelors

58.0%

Masters

18.1%

Other

15.0%

Associate

5.0%

Certificate

3.8%
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Updated May 19, 2020