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Become A Market Manager

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Working As A Market 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

  • $102,746

    Average Salary

What Does A Market 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 Market 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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Market Manager jobs

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Market Manager Career Paths

Market Manager Demographics

Gender

  • Male

    63.6%
  • Female

    34.5%
  • Unknown

    1.9%

Ethnicity

  • White

    80.9%
  • Hispanic or Latino

    9.6%
  • Asian

    7.1%
  • Unknown

    1.7%
  • Black or African American

    0.7%
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Languages Spoken

  • Spanish

    53.0%
  • French

    11.4%
  • Portuguese

    5.1%
  • German

    4.5%
  • Chinese

    4.2%
  • Mandarin

    3.6%
  • Japanese

    3.6%
  • Carrier

    2.7%
  • Italian

    2.7%
  • Russian

    1.8%
  • Arabic

    1.5%
  • Cantonese

    0.9%
  • Hindi

    0.6%
  • Dutch

    0.6%
  • Korean

    0.6%
  • Urdu

    0.6%
  • Thai

    0.6%
  • Greek

    0.6%
  • Tagalog

    0.6%
  • Hebrew

    0.6%
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Market Manager

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Market Manager Education

Market Manager

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Real Market Manager Salaries

Job Title Company Location Start Date Salary
Market Manager Citibank, N.A New York, NY Jun 22, 2016 $227,178
Market Manager Google Inc. Mountain View, CA Apr 20, 2015 $190,000
Market Manager Google Inc. Mountain View, CA May 25, 2015 $190,000
Developmental Market Manager, Small Format Wal-Mart Associates, Inc. Bentonville, AR Nov 17, 2015 $185,000
Manager-Asian Market Perryman Company Houston, PA Dec 21, 2016 $176,301
Product and Market Manager JP Morgan Chase & Co Tampa, FL Aug 11, 2016 $175,000
Product and Market Manager Jpmorgan Chase and Co. Tampa, FL Jul 20, 2016 $175,000
Manager of Private Markets Washington University In St. Louis Saint Louis, MO Nov 16, 2015 $165,000
Global Market Segment Manager-Performance Materials Division Cabot Corporation Billerica, MA Jan 28, 2016 $162,989
Manager, GO To Market Technology Atlassian, Inc. San Francisco, CA Aug 17, 2016 $147,050 -
$198,950
FSO-Advisory Manager-Fsrm-Market Risk (Mult. POS.) Ernst & Young U.S. LLP New York, NY Oct 27, 2016 $145,000 -
$209,200
Energy Markets Manager Enernoc Inc. Boston, MA Jul 20, 2015 $140,858
Manager Finance  Global Ecommerce Markets Wal-Mart Associates, Inc. San Bruno, CA Sep 01, 2015 $126,838
Manager, Market Analysis LCG Consulting Los Altos, CA Dec 30, 2015 $125,000
Manager, Market Assessment Corning Incorporated Corning, NY Oct 24, 2016 $121,193
FSO-As-SE-Capital Markets Manager (Multiple Positions) Ernst & Young U.S. LLP New York, NY Jun 20, 2016 $120,224 -
$165,000
FSO-As-SE-Capital Markets Manager (Multiple Positions) Ernst & Young U.S. LLP New York, NY May 05, 2016 $120,224 -
$165,000
FSO-As-SE-Capital Markets Manager (Multiple Positions) Ernst & Young U.S. LLP New York, NY Jun 15, 2016 $120,224 -
$165,000
FSO-As-SE-Capital Markets Manager (Multiple Positions) Ernst & Young U.S. LLP New York, NY May 24, 2016 $120,224 -
$165,000
Manager, Market Assessment Corning Incorporated Corning, NY Aug 07, 2016 $118,816
Market Manager, Gulf Coast and Latin America Mettler-Toledo Autochem, Inc. Columbia, MD Feb 06, 2015 $101,816
Manager, MBS Market Risk RBC Capital Markets, LLC New York, NY May 27, 2015 $100,000 -
$120,000
Manager, Finance and Markets Gradiant Corporation Woburn, MA Apr 18, 2016 $100,000
Manager, GO To Market Technology Atlassian, Inc. San Francisco, CA Jul 12, 2015 $97,573 -
$165,400
Market Manager Swagelok Company Solon, OH Aug 18, 2016 $97,069
Market Insight & Strategy Manager Eastman Chemical Company Kingsport, TN Aug 11, 2015 $97,000 -
$107,000
Technology & Market Manager Swagelok Company Solon, OH Sep 20, 2015 $95,166
Product Market Manager OFS Fitel, LLC Avon, CT Jul 09, 2016 $95,000

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Top Skills for A Market Manager

NewProductDevelopmentSalesGrowthCustomerServiceFinancialPerformanceTerritoryPMarketShareProductLineBusinessDevelopmentSalesGoalsLossPreventionSafetyCustomerSatisfactionAdditionalBusinessPlansAnnualSalesMeatDepartmentMarketResearchSalesRepsHumanResources

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Top Market Manager Skills

  1. New Product Development
  2. Sales Growth
  3. Customer Service
You can check out examples of real life uses of top skills on resumes here:
  • Key findings included core customer insights and recommendations for regional marketing, business strategy and new product development and design.
  • Team leader for a team of eight territory sales managers, implementing sales growth plans for new and existing business.
  • Trained and managed Customer Service Technicians in technical support, achieving significant improvements in productivity over prior periods.
  • Deliver financial performance for sales territory.
  • Maintained budget for assigned territory.

Top Market Manager Employers

Market Manager Videos

A Day In The Life: Marketing Manager

Career Advice on becoming a Marketing Manager by Sarah S (Full Version)

What does a marketing manager do?

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