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Job outlook for market managers in the United States
Market manager job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected market manager job growth rate is 10% from 2018-2028.
About 33,700 new jobs for market managers are projected over the next decade.
Market manager salaries have increased 8% for market managers in the last 5 years.
There are over 6,098 market managers currently employed in the United States.
There are 177,886 active market manager job openings in the US.
The average market manager salary is $88,058.
Are market manager jobs in demand?
Market manager job and salary trends over time
Market manager jobs over time
Market manager job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 6,098 | 0.00% |
| 2020 | 5,829 | 0.00% |
| 2019 | 5,725 | 0.00% |
| 2018 | 5,240 | 0.00% |
| 2017 | 4,816 | 0.00% |
Average market manager salary over time
Market manager salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $88,058 | $42.34 | +3.9% |
| 2025 | $84,763 | $40.75 | +1.9% |
| 2024 | $83,177 | $39.99 | +1.6% |
| 2023 | $81,901 | $39.38 | +0.8% |
| 2022 | $81,251 | $39.06 | +1.9% |
Market manager jobs by state
Most common states for market managers
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 340 | 49% |
| 2 | Massachusetts | 6,859,819 | 1,712 | 25% |
| 3 | Delaware | 961,939 | 198 | 21% |
| 4 | Oregon | 4,142,776 | 730 | 18% |
| 5 | Utah | 3,101,833 | 556 | 18% |
| 6 | Illinois | 12,802,023 | 2,210 | 17% |
| 7 | Minnesota | 5,576,606 | 949 | 17% |
| 8 | Rhode Island | 1,059,639 | 178 | 17% |
| 9 | California | 39,536,653 | 6,183 | 16% |
| 10 | Washington | 7,405,743 | 1,204 | 16% |
| 11 | Colorado | 5,607,154 | 884 | 16% |
| 12 | Connecticut | 3,588,184 | 576 | 16% |
| 13 | Vermont | 623,657 | 98 | 16% |
| 14 | Georgia | 10,429,379 | 1,547 | 15% |
| 15 | Virginia | 8,470,020 | 1,286 | 15% |
| 16 | Maryland | 6,052,177 | 841 | 14% |
| 17 | New York | 19,849,399 | 2,498 | 13% |
| 18 | New Jersey | 9,005,644 | 1,185 | 13% |
| 19 | Pennsylvania | 12,805,537 | 1,512 | 12% |
| 20 | North Carolina | 10,273,419 | 1,191 | 12% |
Most common cities for market managers
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Atlanta | 13 | 3% | $71,580 |
| 2 | Grand Rapids | 5 | 3% | $74,901 |
| 3 | Little Rock | 5 | 3% | $64,767 |
| 4 | Urban Honolulu | 7 | 2% | $66,608 |
| 5 | Des Moines | 5 | 2% | $65,112 |
| 6 | Montgomery | 5 | 2% | $66,183 |
| 7 | Orlando | 5 | 2% | $73,234 |
| 8 | Chicago | 16 | 1% | $84,620 |
| 9 | Phoenix | 11 | 1% | $70,850 |
| 10 | Washington | 10 | 1% | $96,038 |
| 11 | Boston | 9 | 1% | $104,162 |
| 12 | Indianapolis | 8 | 1% | $81,195 |
| 13 | San Francisco | 8 | 1% | $116,102 |
| 14 | Denver | 7 | 1% | $55,560 |
| 15 | Sacramento | 5 | 1% | $114,253 |
| 16 | Los Angeles | 7 | 0% | $101,632 |
| 17 | New York | 6 | 0% | $120,574 |
| 18 | San Diego | 5 | 0% | $97,963 |
| 19 | San Jose | 5 | 0% | $115,235 |
Market Manager job outlook: Expert opinions
Our panel of market manager experts
City University of Seattle
University of Alaska Fairbanks
Texas Christian University
North Dakota State University
Wayne State University
University of Maryland
University of Scranton
University of Houston - Downtown
University of West Georgia
Baylor University
Berea College
Pepperdine University, Seaver College
Sam Houston State University
Farmingdale State College
The City College of New York
Belmont University
Faulkner University
Sonoma State University
Centenary College of Louisiana
What general advice would you give to a Market Manager?
Rich Johnson: Most job titles have a similar salary. Sometimes the salary is better in urban spaces where the cost of living is higher as well. Before I would assess salary, I would look at the cost of living and your monthly budget to build your personal requirements. You usually need to begin work in a starting salary position, but that doesn't mean that you need to stay there for long. When you get into a role, go all in. Master everything that is asked of you and start providing ideas to solve problems. Your value isn't just your ability to complete a task, it is your ability to provide value and creative solutions. Make sure that you retain credit for your contributions and stay positive. Building value in your role is key for job security and growth. Another part of the ladder of salary growth is self advocating for raises and knowing when you have hit the ceiling in your present position. If you do hit a plateau, the options are to pursue a new role or consider taking your skills to another business. One of the most effective growth tools that I have had in my career has been through freelance. If you have the bandwidth, consider taking on some freelance work. This will build skills and new connections that can lead to your next opportunity.
What will help Market Managers increase their earning potential?
Rich Johnson: Digital media covers a lot of mediums and requires many skill sets (print, static online, animation, interactive). The print arm is a lesser component although still valuable in the scope of marketing. Smartphones, tablets and gaming have moved a lot of digital into a customer expectation of interactive and customizable content. The present model of career specialization in a certain aspect of this spectrum of skills is changing. The age of the generalist is becoming more of a reality as design tools are becoming more accessible and A.I. is assisting in the more complex tasks. I would say that someone working in digital media will need to focus more on the big picture of design, predicting trends and developing solutions from a point of view with perspective. It will be even more important to understand the needs of a system from the top down and provide solutions that enhance that system. This might be through partnering with marketing and sales to conceptualize solutions, pitching product ideas and other functions related to creative and art direction. And be curious, all of the time. Keep up to date with everything that is happening. Take classes, watch tutorials, read articles and be obsessed with the breakneck rate of change. Digital media is constantly changing and possibilities are always expanding. It can be near impossible to be a master of all of these trajectories, but you can understand them well enough to bring in a specialist when the challenge requires it. This is where I predict that A.I. will be a major paradigm shift. There will be a time when you will ask the system to solve a problem, and you can choose what parts of the process that you want to control. So to boil it down... Develop a well rounded set of skills Further develop specialist level skills where you excel Keep on top of change and keep a thirst for learning Strengthen your connection to problem solving and creative innovation Keep an eye on the future predicting what might be around the bend
What general advice would you give to a Market Manager?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there's no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there's scope for negotiation, don't worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
What Market Manager skills would you recommend for someone trying to advance their career?
Jaunelle Celaire: Never stop learning! This may consist of going back to school, earning new certifications in your field of study, attending conferences and seminars, and making sure that your time management is always at its finest level of excellence.
What will help Market Managers increase their earning potential?
Jaunelle Celaire: 2. Leadership - the world needs more of these; the ability to lead, craft and grow. Digital literacy - this world is definitely turning digital and virtual is the new trend. Emotional intelligence - there is a vast number of personalities in our world today; individuals grow and it is our job to stay emotionally connected, so we can operate more effectively.
Ken Corbit Ph.D.
Assistant Professor of Professional Practice in MarketingTexas Christian University
Specialized Sales, Merchandising And Marketing Operations
What general advice would you give to a Market Manager?
Ken Corbit Ph.D.: Strategic
Company Selection:
Focus on joining companies with robust sales training programs, emphasizing consultative selling. Look for organizations that invest in your development, providing live calling experiences, quota-driven sales processes, and exposure to tools like Salesforce.
Tech
Proficiency and Sales Tools Mastery:
Familiarize yourself with cutting-edge sales technologies, including CRM tools like Salesforce. Your proficiency in these tools will not only streamline your sales processes but also position you as a tech-savvy professional in the competitive sales landscape.
Hands-On
Experience:
Actively engage in live calling, take ownership of sales funnels, and work with senior hiring authorities during your training. This hands-on experience will not only build your confidence but also prepare you for the challenges of consultative selling.
Research
and Decision-Making Skills:
Develop strong research skills to evaluate companies based on fit, growth opportunities, compensation structures, and overall potential. This informed decision-making approach will set you apart and empower you to navigate the sales landscape strategically.
Mentorship
and Networking:
Seek mentorship both within and outside your organization. Building relationships with mentors who invest in your sales skills and knowledge will provide valuable insights. Additionally, actively participate in online forums to connect with practical sales
knowledge and best practices.
Ahmad Asady
Assistant Professor of Management Faculty Scholar, Challey Institute for Global Innovation and GrowthNorth Dakota State University
Marketing
What general advice would you give to a Market Manager?
Ahmad Asady: The role of a Marketing professional is as rewarding as it is demanding. On one hand, it offers the chance to unleash creativity, see the direct impact of your work, and enjoy a variety of experiences across different projects and industries. On the other hand, it comes with its fair share of challenges, such as the pressure to perform under tight deadlines and budgets, the constant need to stay ahead in a fast-evolving field, and the stress of quantifying the effectiveness of marketing campaigns. Despite these challenges, the role remains appealing for those drawn to a career that demands both strategic thinking and creative innovation, underscored by the powerful tool of persuasion to shape consumer behavior and drive business success.
Attila Yaprak Ph.D.
Professor of Marketing and International Business, Director, Doctoral ProgramsWayne State University
Mike Ilitch School of Business
What soft skills should all Market Managers possess?
Attila Yaprak Ph.D.: Humility, tolerance, appreciation for diversity, empathy, cultural adaptability.
What hard/technical skills are most important for Market Managers?
Attila Yaprak Ph.D.: Functional area knowledge, i.e., in (international) marketing, finance, strategic management, etc.; world area knowledge, i.e., expertise in West Africa and digital facilities.
Roland Rust Ph.D.
Distinguished University Professor, David Bruce Smith Chair in Marketing, Executive Director, Center for Excellence in Service, Ph.D., Business Administration, University of North Carolina at Chapel Hill MarketingUniversity of Maryland
Robert H. Smith School of Business
What skills stand out on Market Manager resumes?
Roland Rust Ph.D.: One might think that a stellar sales record would be most important, but that would be most relevant only if the individual has prior sales manager experience. If promoting a salesperson to sales manager, the thing that may be missing is administrative and managerial skills. In addition, we are in a technological revolution, driven by AI, which means that prior knowledge and experience with AI-related analysis would also definitely stand out (although probably hard to find).
Abhijit Roy
Professor of MarketingUniversity of Scranton
School of Management
What soft skills should all Market Managers possess?
Abhijit Roy: These are very important, yet harder to quantify skills, not only for marketing professionals but for business graduates in general. They include the ability to make sound decisions under pressure, having a high emotional intelligence quotient (EQ) as embodied by having empathy towards coworkers and subordinates, delegating appropriately, mentoring, communicating, time management, maintaining positivity despite setbacks and adapting to unforeseen challenges, being flexible, being persuasive and assertive at appropriate moments, yet being collaborative, seeking feedback, and the ability to negotiate and resolve conflicts when needed, amongst others.
Soft skills are typically more instrumental in enabling candidates to fit into an organization's culture and be strong candidates for promotion. Most marketing jobs involve candidates representing their brand initiatives and building strong client relationships, so interpersonal, and other soft skills are often valued more than hard skills. The strongest case for having excellent soft skills is that they are more easily transferable across various jobs and industries.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
What soft skills should all Market Managers possess?
Dr. Richard Conde Ph.D.: The need for soft skills are consistent through time. With our societal focus on social media, texting, emojis, etc. It appears to me companies are looking for the following:
- Active listening skills
- Willingness to be self-reflective and accept feedback
- Accept different perspectives. The collision of ideas creates knowledge
- Communicate to the listener (at their level). Flex communicators
- Cultural intelligence. Demographics changes will require better understanding of team member's, boss', customer's, etc. cultural context
Dr. Sooho Lee
Director, Master of Public Administration (MPA) Program, Professor of Public Administration and PolicyUniversity of West Georgia
Department of Civic Engagement & Public Service
What skills will help Market Managers earn the most?
Dr. Sooho Lee: It depends on the nature of the job. Generally speaking, analytical competence, communication, strategic planning, and leadership skills will greatly help one earn more.
Andrea Dixon Ph.D.
Executive Director, Center for Professional Selling, Frank and Floy Smith Holloway Endowed Professorship in Marketing, President, University Sales Center Alliance 2019-2021Baylor University
Hankamer School of Business
What skills stand out on Market Manager resumes?
Andrea Dixon Ph.D.: Like salespeople, sales managers must focus their resumes on tangible, objective performance results that are achieved by their teams.
Growth in revenue or quota attainment for the overall team are examples of the types of objective performance results that matter.
High-performing sales managers also highlight long-term performance indicators, which includes both long-term revenue growth by the unit
AND investment metrics that signal the sales manager is building company results for the long run. For example, a high-performance sales manager focuses on building and maintaining a high-performing unit. Such a manager looks to move low performers to other roles where they can be successful.
Another investment metric that a sales manager can signal is the percent of their unit promoted to managerial roles in the organization.
What skills will help Market Managers earn the most?
Andrea Dixon Ph.D.: People who can recognize patterns (in data, in people), build connections with and across others, create a focus on high-performance behaviors, and lead with a confident humility are those who will win today and in the future business environment.
J. Ian Norris Ph.D.
Professor of Marketing and Fellow, American Council on EducationBerea College
Economics and Business Department
What certifications/licenses/courses can have the biggest impact for Market Managers?
J. Ian Norris Ph.D.: Digital marketing skills are essential for any area of marketing. Luckily there are many online certifications available for this purpose. On the research side, Google Analytics offers a certification. It will also be valuable to know the analytics platforms on social media sites such as facebook, Instagram, and TikTok. Conversely, all of these sites also offer training on digital advertising and promotion, such as Google AdWords. Any coursework in digital marketing that provides instruction in Search Engine Marketing (SEM) will also be highly valuable. Finally, digital video and editing skills are also quite valuable, as all kinds of companies and organizations are using the short video format for storytelling and brand advertising.
Will there be an enduring impact of the coronavirus pandemic on Market Managers?
Steven Bauer: The coronavirus has accelerated the transformation to a digital world, and this effect will continue after the pandemic is behind us. Graduates will need to be able to navigate a hybrid business environment, with in-person and virtual meetings, interactions and platforms. There will also be increased opportunities to be entrepreneurial and innovative in the digital area. In addition, graduates will have to become more skilled at navigating a global environment since greater digitization will draw countries closer to each other.
Carliss Miller Ph.D.
Assistant Professor of ManagementSam Houston State University
Department of Management & Marketing
What are the biggest trends we'll see in the Market Manager job market given the pandemic?
Carliss Miller Ph.D.: Flexible working arrangements were considered a perk or benefit, but given the pandemic more and more jobs will be designed with flexible work arrangements in mind. We will continue to see trends in the labor market with a push towards personal services (e.g. virtual assistants, professional organizers) and professional services. There will also continue to be a demand for knowledge work. More and more, employers are looking to hire applicants that can provide concrete evidence of being "Day 1" ready.
Employers will focus more on identifying prospects with certain "soft skills" which were a nice-to-have pre-pandemic, but are now critical for organizational survival. These skills include: critical thinking, agility, ability to adapt to change, resilience, virtual team effectiveness, crisis management, emotional intelligence, empathy, and inclusive leadership. Additionally, data analysis and interpretation is a highly sought after skill even for jobs that historically did not require analytical ability.
Xu Zhang Ph.D.
ChairFarmingdale State College
Department of Economics
What skills stand out on Market Manager resumes?
Xu Zhang Ph.D.: I believe the most important attributes employers seek on a resume remain the same-problem solving skills, team work skills, analytical/quantitative skills, verbal and written communication skills. However, given the pandemic or any other unexpected shock to work environment, how to quickly and efficiently adapt to new work modes can be a very valuable attribute standing out on resume.
What type of skills will young Market Managers need?
Prabal Kumar De Ph.D.: I think the necessary skills remain the same. One modification that would stay is greater virtual engagement. Therefore, newly essential skills such as acing a virtual interview, making a mark during a Zoom meeting, or managing or being a valuable part of a remote working group would be useful long after the immediate threats from the COVID-19 crisis be gone.
Nina Woodard
Senior Career Development SpecialistBelmont University
Office of Career & Professional Development
What are the biggest trends we'll see in the Market Manager job market given the pandemic?
Nina Woodard: The pandemic hasn't impacted all areas of the entertainment industry in the same way. Anything related to live events and touring has been placed on an extended pause, which has been very difficult for graduates hoping to work in those fields. On an encouraging note, consumers will always find a way back to live experiences, so that segment of the industry will absolutely recover; the timing is just still a bit unknown. Other areas such as record or publishing companies have held steady. And, digital marketing and content creation companies are as busy, if not busier, than they've ever been as artists seek alternative ways to stay connected to their fans. Technology has intersected with entertainment in exciting, creative ways that will continue even as some of the more traditional avenues become available again. For many companies, ideas that started as pivots are now vibrant components of their long-term strategies.
The way we work may have also permanently changed. Companies have realized that remote working is a truly viable option for most businesses. While maintaining company culture, and the social nature of an entertainment-based organization, may still require some level of in-person interaction, it seems likely that many organizations may continue with remote/hybrid office models.
What Market Manager skills would you recommend for someone trying to advance their career?
Nina Woodard: For entertainment, digital marketing and content creation skills are critical. Even if a role isn't specifically connected to digital marketing, social media is almost always involved in most entry-level roles. We strongly encourage students and recent graduates to learn basic graphic design platforms, video editing and audio editing. Learning how to maximize impact on social media platforms such as YouTube, Instagram or TikTok is also a worthy investment of time. There's a wide range of self-paced training resources online, many available for free or at reduced costs for students.
Steve Wages Ph.D.
Director, Cloverdale Center for Youth and FamilyFaulkner University
Cloverdale Center for Youth & Family
What Market Manager skills would you recommend for someone trying to advance their career?
Steve Wages Ph.D.: I recommend they use this time to fill in the gaps, no pun intended, in their program of studies by expanding their knowledge base. All educational programs have gaps in the training, content areas which are not addressed adequately. For example, my counseling program was highly regarded, yet I had little to no content related to aging studies, parenting, or personal finances, etc. Further, the content of counseling programs is problem-centered or remedial, conceptually focused on tertiary prevention.
Consequently, graduates are not exposed to a large body of research and literature related to human development, individual wellness, and family strengths which would greatly inform and enhance their assessment and intervention strategies employed in counseling. I believe the more we can do to strengthen our understanding of healthy individual and family wellness, the better equipped we will be to address unhealthy relationships and family dynamics. Put another way, being well grounded in primary and secondary prevention will further equip the pastoral counselor's efforts at intervention. Again, use this time to acquire relevant knowledge and content that most counseling programs do not address extensively.
Craig Nathanson Ph.D.
Adjunct LecturerSonoma State University
School of Business & Economics
What type of skills will young Market Managers need?
Craig Nathanson Ph.D.: I see the essential human skills gaining importance to build a new post-covid work life. These include creativity, leading and working in teams, writing, speaking, being self-aware, and lowering bias and networking; career branding as critical areas for graduates to focus on now.
What experience really stands out on Market Manager resumes?
Craig Nathanson Ph.D.: Most important on resumes to only show accomplishments you are proud of and reflect measurable success and completion of past work. These accomplishments should be a snapshot of what we have done and can do in the future. The most important two lines of a resume are in the objectives, to list what the person is seeking. These two lines give the reader a quick view of what the person wants.
Now is a great time to start the new year to build a portable work portfolio to represent an alignment of what a person is excited about and enjoys in their work.
Dr. Barbara Davis
William J. Atkins DeanCentenary College of Louisiana
Frost School of Business
What experience really stands out on Market Manager resumes?
Dr. Barbara Davis: Graduates participating in internships related to their areas of interest. Internships spanning more than one semester at the same firm stand out as well.