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General manager, marketing director skills for your resume and career

Updated January 8, 2025
6 min read
Quoted experts
Erin Steffes Ph.D.,
Erin Steffes Ph.D.
Below we've compiled a list of the most critical general manager, marketing director skills. We ranked the top skills for general managers, marketing director based on the percentage of resumes they appeared on. For example, 12.6% of general manager, marketing director resumes contained digital marketing as a skill. Continue reading to find out what skills a general manager, marketing director needs to be successful in the workplace.

15 general manager, marketing director skills for your resume and career

1. Digital Marketing

Here's how general managers, marketing director use digital marketing:
  • Collaborate with outside resources to develop appropriate print and digital marketing and communication campaigns and materials that support business objectives.
  • Create and manage strategy to serve as mechanism to attract sponsorship partners while establishing aggressive and high-risk/high-reward digital marketing platform.

2. SEO

Here's how general managers, marketing director use seo:
  • Created disciplined SEO program through extensive on-page and off-page optimization, appropriate back-linking and content marketing platforms.
  • Leveraged strategic website development and external links to significantly increase SEO rankings.

3. Marketing Campaigns

Here's how general managers, marketing director use marketing campaigns:
  • Analyzed the results of events, advertisement and marketing campaigns.
  • Implemented marketing campaigns that led to additional sales.

4. CRM

CRM stands for Customer relationship management and it is a complete process through which a business or organization monitors and administers its interactions with the customers. A process in which large amounts of data are collected through marketing via a company's website, polls, surveys, and other social media applications. The basic goal of CRM is to target the right audience for their product, and then fulfill their needs, to increase the sales and revenue of the company.

Here's how general managers, marketing director use crm:
  • Established Marketing Automation practice, including service lines for marketing automation, financial management, lead management and CRM integration.
  • Improved processes and offerings such as creating a CRM database and integrating economical, environmentally friendly materials into product mix.

5. SEM

Search Engine Marketing, SEM, is a set of digital marketing tools, techniques, and strategies that help optimize website and page visibility and reach potential website visitors through search engine result pages (SERPs). The aim is to appear more and better positioned among the search results when an Internet user searches for the brand keywords.

Here's how general managers, marketing director use sem:
  • Developed integrated content while overseeing digital agency for website management and optimization of SEO, SEM.
  • Managed website development/content and SEM strategies for corporate and divisional sites.

6. Customer Service

Customer service is the process of offering assistance to all the current and potential customers -- answering questions, fixing problems, and providing excellent service. The main goal of customer service is to build a strong relationship with the customers so that they keep coming back for more business.

Here's how general managers, marketing director use customer service:
  • Re-organized order processing and order fulfillment for improved customer service and better internal teamwork and communications.
  • Maintained management responsibility for a staff of six marketing and customer service positions.

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7. Email Marketing

Here's how general managers, marketing director use email marketing:
  • Increased website traffic 12+% by utilizing alternative marketing strategies that included online advertising, email marketing and trade association sponsorship.
  • Designed branded communication programs by creating websites, email marketing campaigns and social media platforms targeting profitable consumer segments.

8. ROI

Here's how general managers, marketing director use roi:
  • Implemented processes and systems to effectively track, measure and increase marketing channel conversions, program ROI, etc.
  • Created new intellectual property product offerings including ROI measurement for key learning initiatives, and launched consulting division to increase revenue.

9. Content Marketing

Here's how general managers, marketing director use content marketing:
  • Manage agencies for marketing programs execution, content marketing and public relations, developing programs for increased awareness and lead generation.
  • Developed an innovative brand strategy involving content marketing, industry events, and partner marketing to grow awareness and engagement.

10. Lead Generation

Here's how general managers, marketing director use lead generation:
  • Evaluated alternative 3rd Party marketing related vendors; gauge alternatives and identify and test new technologies for effective lead generation.
  • Maintained dealership digital presence and lead generation.

11. Financial Performance

Here's how general managers, marketing director use financial performance:
  • Presented financial performance results and state of the company to private ownership group monthly.
  • Evaluated strategic options for the business as it had struggling financial performance since F09.

12. Email Campaigns

Email campaigns fall under the marketing efforts that involve contacting multiple recipients at a time. Email campaigns are the best way to reach subscribers and potential clients and give them relevant offers along with valuable content. It is also an effective way to strengthen the relationship with customers.

Here's how general managers, marketing director use email campaigns:
  • Developed integrated marketing campaigns ranging from public relations, traditional media advertising, sweepstakes, email campaigns and web based promotions.
  • Developed and kicked off customer life-cycle automated email campaigns after extensive consumer persona, profiling and mapping exercises.

13. Product Management

Product management is a part of an organization's function that deals with product development, planning, pricing, forecasting, launching, and marketing the product.

Here's how general managers, marketing director use product management:
  • Work cross functionally with Sales and Product Management teams to identify target goals for marketing and sales pipeline growth.
  • Managed pricing function and product management for $100M category.

14. Payroll

Payroll is the sum of all the compensation that an organization has to pay to employees at a specified time. Payroll is managed by the finance or HR department while small business owners may handle it themselves. Payroll isn't fixed as it varies every month due to sick leaves, overtime, etc.

Here's how general managers, marketing director use payroll:
  • Managed all financial transactions, reconciled sales, balanced inventory, performed bank deposits and processed payroll for 40 employees.
  • Created employee schedules, submitted payroll weekly, monitored sales, and arranged ice time slots for customers.

15. PPC

Pay-per-click (also known as PPC) is a form of digital marketing where advertisers pay a fee every time someone clicks on one of their ads. Because of this, PPC works to buy visits to a site instead of attracting visitors organically. PPC is mostly used in search engine advertising, and it can be useful for all kinds of marketing campaign objectives, including brand awareness, lead generation, and sales.

Here's how general managers, marketing director use ppc:
  • Managed in-house media-buying agency, a $25 million advertising budget, and a Google PPC account with 1 million+ keywords.
  • Redeveloped corporate marketing strategy to consist of social media, e-mail, and PPC marketing.
top-skills

What skills help General Managers, Marketing Director find jobs?

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

What skills stand out on general manager, marketing director resumes?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

Entry-level marketing positions span a wide range of responsibilities, and as such, there are many different skill sets depending on the job itself. For example, many recent grads will pursue a position in digital marketing wherein proficiencies in search engine optimization, online advertising, web design, and data analytics are key skill sets. On the other hand, many recent grads pursue a career in sales wherein proficiencies in business development, networking, personal selling, and data analytics are valued. Someone hiring for a general marketing coordinator position would likely look for a candidate with a solid understanding of marketing theory and excellent critical and creative thinking skills.

What soft skills should all general manager, marketing directors possess?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

Students often underestimate the importance of soft skills. To succeed in a marketing career, you need to be able to communicate effectively both verbally and in writing, work well in a team environment, use critical and creative thinking, and get along with others. On an individual level, successful marketers are typically good time managers, decisive, adaptable to change, good listeners, and open to feedback. Emotional intelligence plays a significant role in one's career progression and success.

What hard/technical skills are most important for general manager, marketing directors?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.

What general manager, marketing director skills would you recommend for someone trying to advance their career?

Stephanie DellandeStephanie Dellande LinkedIn profile

Professor, Menlo College

Taking a gap year is a deliberate act, not flying by the seat of one's pants, i.e., just figuring things out as you go along. It entails establishing a plan prior to that year. Determining how the time will be spent is key to realizing a successful outcome. It is highly recommended to have a strategy on the specifics of what will be done during the year; otherwise, risk being unproductive. Reasons for taking a gap year are varied. Perhaps to reflect (on the past, present, future), ponder potential goals, and/or recalibrate. It is also a viable way to manage burnout. The gap year offers an opportunity to travel (experience other cultures), volunteer (for a cause of interest), learn new skills by experimenting with different types of jobs, etc. However, a gap year is not without its pitfalls. For example, it may be difficult going back to regular life, reinforcing the importance of having a plan at the outset.

What type of skills will young general manager, marketing directors need?

Dr. Donald SiegelDr. Donald Siegel LinkedIn profile

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 general manager, marketing director stand out to employers?

Ira Harris Ph.D.Ira Harris Ph.D. LinkedIn profile

Professor, General Faculty, Director, M.S. in Commerce Program, University of Virginia

Graduates must not be complacent and assume their skill base will endure over a long period; they must continue to engage and learn in order to understand changes in the landscape and add value. Beyond listing specific computer software or hardware skills, we know from working so closely with employers to place our students that they are looking for students who possess excellent communication skills - including technical communication. Along the lines of communicating, employers seek graduates with the ability to analyze and succinctly synthesize sometimes ambiguous information. Finally, showcasing flexibility and an interest in learning will be important to employers.
Do you want to know more?
Read more about what experts have to say about general manager, marketing director

List of general manager, marketing director skills to add to your resume

General manager, marketing director skills

The most important skills for a general manager, marketing director resume and required skills for a general manager, marketing director to have include:

  • Digital Marketing
  • SEO
  • Marketing Campaigns
  • CRM
  • SEM
  • Customer Service
  • Email Marketing
  • ROI
  • Content Marketing
  • Lead Generation
  • Financial Performance
  • Email Campaigns
  • Product Management
  • Payroll
  • PPC
  • Facebook
  • Pardot
  • Sales Strategies
  • Graphic Design
  • Marketing Mix
  • Trade Shows
  • General Management
  • Customer Retention
  • Brand Development
  • Business Plan
  • Twitter
  • Business Development
  • Market Research
  • Direct Sales
  • Guest Satisfaction
  • Event Planning
  • Inventory Control
  • Square Foot
  • POS
  • Corporate Events
  • Promotional Materials
  • Press Releases
  • Community Outreach
  • HR
  • Community Events
  • Community Relations
  • Business Operations
  • Labor Costs
  • Product Development
  • Staff Development
  • Inventory Management
  • HTML

Updated January 8, 2025

Zippia Research Team
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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