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Become A Manager, Competitive Intelligence

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Working As A Manager, Competitive Intelligence

  • 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

  • $130,497

    Average Salary

What Does A Manager, Competitive Intelligence 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 Manager, Competitive Intelligence

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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Manager, Competitive Intelligence Typical Career Paths

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Manager, Competitive Intelligence Demographics

Gender

Male

62.5%

Female

34.6%

Unknown

2.9%
Ethnicity

White

62.0%

Hispanic or Latino

13.0%

Black or African American

11.8%

Asian

9.6%

Unknown

3.6%
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Foreign Languages Spoken

Spanish

40.0%

Swedish

20.0%

Korean

20.0%

Italian

20.0%
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Manager, Competitive Intelligence Education

Schools

George Washington University

9.3%

Arizona State University

7.0%

Santa Clara University

7.0%

Michigan State University

7.0%

University of Connecticut

4.7%

University of Kentucky

4.7%

Southern Methodist University

4.7%

Southern Connecticut State University

4.7%

New York University

4.7%

Harvard University

4.7%

Drexel University

4.7%

Rochester Institute of Technology

4.7%

University of Phoenix

4.7%

University of Southern California

4.7%

Indiana University Bloomington

4.7%

University of Texas at Austin

4.7%

University of Chicago

4.7%

University of Denver

4.7%

Syracuse University

2.3%

University of Florida

2.3%
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Majors

Business

30.4%

Finance

10.8%

Marketing

9.8%

Political Science

7.8%

Communication

7.8%

Management

3.9%

Computer Science

3.9%

Economics

2.9%

Statistics

2.0%

Recreation Management

2.0%

Computer Applications

2.0%

Public Relations

2.0%

Information Systems

2.0%

Communications Technology

2.0%

Project Management

2.0%

History

2.0%

Computer Information Systems

2.0%

Engineering And Industrial Management

2.0%

Electrical Engineering

2.0%

Linguistics

1.0%
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Degrees

Masters

51.5%

Bachelors

35.4%

Other

7.7%

Associate

2.3%

Doctorate

2.3%

Certificate

0.8%
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Real Manager, Competitive Intelligence Salaries

Job Title Company Location Start Date Salary
Competition and Patents Policy Manager Google Inc. Mountain View, CA Dec 08, 2014 $245,000
Group Manager, Competitive Intelligence Genentech USA South San Francisco, CA Oct 15, 2014 $171,683 -
$209,000
Group Manager, Competitive Intelligence Genentech USA South San Francisco, CA Oct 14, 2014 $169,159
Senior Manager-Competitive Intelligence Verisign, Inc. Reston, VA May 10, 2015 $152,152
Senior Manager, Competitive Intelligence Astellas Pharma U.S., Inc. Northbrook, IL Oct 24, 2016 $140,000
Senior Manager of Global Competitive Intelligence Biogen, Inc. Cambridge, MA May 04, 2015 $130,000
Competitive Intelligence Manager Pepper Hamilton, LLP Philadelphia, PA Sep 08, 2015 $125,000
Competitive Intelligence Manager Corning Incorporated Corning, NY Jan 02, 2016 $124,273
Competitive Intelligence Manager Corning Incorporated Corning, NY Jan 07, 2016 $124,273
Senior Manager, Competitive Intelligence Dunkin' Brands, Inc. Canton, MA Aug 19, 2016 $124,176
Competitive Intelligence Manager (Bio-Oncology) Genentech USA, Inc. South San Francisco, CA Nov 05, 2016 $123,032 -
$179,000
Manager, Competitive Intelligence Palm, Inc. Sunnyvale, CA Nov 01, 2010 $120,399
Global Competitive Intelligence Manager, Inflammat Genentech, Inc. South San Francisco, CA Sep 12, 2011 $120,000
Associate Competitive Intelligence Manager (Market Planning) Genentech USA, Inc. South San Francisco, CA Feb 19, 2015 $108,014 -
$155,600
Competitive Intelligence Manager Genentech USA, Inc. South San Francisco, CA Feb 26, 2015 $108,014 -
$179,000
Competitive Intelligence Manager Splunk, Inc. San Francisco, CA Sep 15, 2015 $105,789 -
$195,000
Competitive Intelligence Manager Genentech USA, Inc. South San Francisco, CA Mar 02, 2015 $105,186 -
$179,000
Senior Manager, Competitive Intelligence Dunkin' Brands, Inc. Canton, MA Aug 24, 2015 $102,336 -
$124,176
Competitive Intelligence Manager EMC Corporation Santa Clara, CA Oct 28, 2016 $97,650 -
$124,200
Manager, Competitive Intelligence Educational Testing Service Princeton, NJ Jun 12, 2012 $91,550 -
$137,350
Associate Competitive Intelligence Manager Genentech USA, Inc. South San Francisco, CA Jun 13, 2014 $87,100 -
$152,400

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Top Skills for A Manager, Competitive Intelligence

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  1. Competitive Strategies
  2. Competitive Analysis
  3. Market Research
You can check out examples of real life uses of top skills on resumes here:
  • Directed competitive analysis in support of strategic planning during liberalization of communications industry.
  • Contracted and managed proprietary market research studies with budgets ranging from $50,000 to $150,000.
  • Analyzed and planned for competitive utility systems and new business development opportunities.
  • Created first online customer panel to define requirements for increasing migration of transactions to new, value-added website.
  • Increased utilization of department by facilitating market growth strategies and cost savings in sales, marketing and product development.

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Top 10 Best States for Managers, Competitive Intelligence

  1. New York
  2. California
  3. Colorado
  4. Virginia
  5. Rhode Island
  6. New Jersey
  7. Delaware
  8. District of Columbia
  9. Washington
  10. Arkansas
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  • (2,340 jobs)
  • (337 jobs)
  • (460 jobs)
  • (66 jobs)
  • (434 jobs)
  • (30 jobs)
  • (117 jobs)
  • (380 jobs)
  • (52 jobs)

Top Manager, Competitive Intelligence Employers

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