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Job outlook for marketing account managers in the United States
Marketing account manager job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected marketing account manager job growth rate is 10% from 2018-2028.
About 33,700 new jobs for marketing account managers are projected over the next decade.
Marketing account manager salaries have increased 8% for marketing account managers in the last 5 years.
There are over 114,816 marketing account managers currently employed in the United States.
There are 163,297 active marketing account manager job openings in the US.
The average marketing account manager salary is $67,983.
Are marketing account manager jobs in demand?
Marketing account manager job and salary trends over time
Marketing account manager jobs over time
Marketing account manager job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 114,816 | 0.03% |
| 2020 | 109,535 | 0.03% |
| 2019 | 107,615 | 0.03% |
| 2018 | 99,117 | 0.03% |
| 2017 | 91,460 | 0.03% |
Average marketing account manager salary over time
Marketing account manager salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $67,983 | $32.68 | +3.9% |
| 2024 | $65,439 | $31.46 | +1.9% |
| 2023 | $64,215 | $30.87 | +1.6% |
| 2022 | $63,230 | $30.40 | +0.8% |
| 2021 | $62,728 | $30.16 | +1.9% |
Marketing account manager jobs by state
Most common states for marketing account managers
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 391 | 56% |
| 2 | Utah | 3,101,833 | 1,123 | 36% |
| 3 | Washington | 7,405,743 | 2,395 | 32% |
| 4 | Minnesota | 5,576,606 | 1,723 | 31% |
| 5 | New Hampshire | 1,342,795 | 414 | 31% |
| 6 | North Dakota | 755,393 | 218 | 29% |
| 7 | Wyoming | 579,315 | 169 | 29% |
| 8 | Vermont | 623,657 | 177 | 28% |
| 9 | Connecticut | 3,588,184 | 974 | 27% |
| 10 | Virginia | 8,470,020 | 2,237 | 26% |
| 11 | Delaware | 961,939 | 248 | 26% |
| 12 | South Dakota | 869,666 | 226 | 26% |
| 13 | Georgia | 10,429,379 | 2,583 | 25% |
| 14 | Maryland | 6,052,177 | 1,475 | 24% |
| 15 | Kansas | 2,913,123 | 697 | 24% |
| 16 | Maine | 1,335,907 | 316 | 24% |
| 17 | Massachusetts | 6,859,819 | 1,574 | 23% |
| 18 | Rhode Island | 1,059,639 | 245 | 23% |
| 19 | Wisconsin | 5,795,483 | 1,252 | 22% |
| 20 | Nebraska | 1,920,076 | 423 | 22% |
Most common cities for marketing account managers
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Eagle Mountain | 1 | 3% | $62,649 |
| 2 | Carlsbad | 1 | 1% | $72,912 |
| 3 | Santa Clara | 1 | 1% | $79,444 |
| 4 | Tallahassee | 1 | 1% | $60,403 |
| 5 | Boston | 3 | 0% | $68,522 |
| 6 | Chicago | 2 | 0% | $67,767 |
| 7 | Atlanta | 1 | 0% | $66,617 |
| 8 | Denver | 1 | 0% | $55,801 |
| 9 | Portland | 1 | 0% | $73,732 |
| 10 | Sacramento | 1 | 0% | $79,405 |
Marketing Account Manager job outlook: Expert opinions
Our panel of marketing account manager experts
Susquehanna University
The University of Texas at San Antonio
San Jose State University
University of South Florida
Donnelly College
Texas Woman's University
University of Michigan Dearborn
Pace University
City University of Seattle
Xavier University
Worcester Polytechnic Institute
What general advice would you give to a Marketing Account 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 Marketing Account Manager skills would you recommend for someone trying to advance their career?
Rich Johnson: One of the most difficult positions can be the beginning. But, the most potential starts there as well. Once you start down a path, inertia and career trajectory could keep you on that path for a while. Choose wisely... Always be curious and have an open mind. Try something for a while. Learn new skills, gain perspective and let the path unfold before you. A lot of jobs ask for a student to have work experience before they are willing to hire. This creates a dilemma too. One piece of advice that I give to my students is to do volunteer work in the direction that they would like their career to go. If you like the music industry, volunteer to create designs for the musicians and stages. Replace your college portfolio with work that involves collaboration and connects you to the community. Maybe your HR team might have seen that show and was impressed with your work. It can be hard to know when doors will open. The most important thing is to keep going. Don't let setbacks stop you.
What will help Marketing Account 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 will help Marketing Account Managers increase their earning potential?
Dr. Hualu Zheng PhD: Invest in Your Skills: Continuously investing in acquiring new skills and qualifications is critical. It can be especially beneficial to pursue sequential qualifications in one specialty, such as digital marketing or marketing analytics. For example, if a young professional is interested in the field of digital marketing, diving into the details of this sub-field and enhancing as many relevant skills as possible will significantly enhance the professional's competitiveness, their value to the organization, and therefore their salary potential. This might involve learning various facets like content creation, PR, digital posting, social media scheduling, graphic design, and digital analytics, etc.
Dr. Nicholas Councilor D.M.A.
Assistant Professor of Practice—ClarinetThe University of Texas at San Antonio
Fine And Studio Arts
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Dr. Nicholas Councilor D.M.A.: -Digital skills: Proficiency in various digital tools, platforms, and technologies will become increasingly important. This includes being well-versed in audio and video editing.
-Social Media: Learn how to promote yourself on various social media platforms and a professional website by creating content that best serves your career goals and reaches new audiences.
-Emotional intelligence: As workplaces evolve, the ability to understand and manage emotions will be valuable.
What general advice would you give to a Marketing Account Manager?
Dr. Mithila Guha: To maximize salary potential when starting a career in marketing, focus on demonstrating your value to employers. This means showcasing your skills, achievements, and contributions in interviews and negotiations. Research the industry benchmarks for salaries in your desired role and location to ensure you're positioning yourself competitively. Consider pursuing additional certifications or advanced degrees that align with your career goals, as these can often command higher salaries. Lastly, don't hesitate to negotiate your salary offer – employers expect it, and it's an opportunity to advocate for your worth within the organization!
Karen Wallach
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Karen Wallach: Hi Alex, Just wanted to circle back on this, do you still want me to put something together?
What general advice would you give to a Marketing Account Manager?
Dr. Kaley Martin M.A. '16: For Digital Media degree graduates whether that’s in my field, Mass Communication, or other fields such as Communication Studies, Digital Filmmaking, Marketing, Social Media, etc. graduates need to have strong work portfolios entering the field. To gain that experience and portfolio work, I encourage students to join academic organizations that align with those interests and also turn every class assignment into an opportunity to gather portfolio work! I think at times students think “this is for a class only”, but really these are great opportunities to double-dip and get portfolio pieces while also completing your course work. Additionally, as much as you can, outside of the classroom create content in whatever medium fits your field of interest. Keep growing and practicing your craft so that your skills are continually worked like building muscle in a sense. Finally, entering the field, do not think your learning stops when you graduate. Our field is changing rapidly and constantly so you need to be plugged in to reputable organizations and resources that help you consistently grow in your chosen digital medium area to always be forward-thinking and able to move forward with our digital media ecosystem.
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Dr. Kaley Martin M.A. '16: As much as it pains me to say, artificial intelligence will be something to not only be familiar with, but something you need to take time to learn in whatever way that fleshes out for your area in the industry. AI content generation is NOT something I think we should be leaning in to because true creativity and talent is something uniquely human and what you are trained to do through your education, but knowledge of how AI affects your area is very important. For instance, be able to spot AI-generated content, be able to notice misinformation among AI-generated content, and be familiar with the processes and players in this space. Eventually, you’ll be hiring and you want to be able to spot a fake portfolio as well. Learning trends, developing that creative eye, and finding new, unique ways to create content is not going to come from AI any time soon, so I encourage new entrants to the industry to be trained professionals that can recognize when these technologies are in use and abused. Like a tool, they have their place, but a hammer did not build the house for the architect. The architect designed the house and the hammer helped execute that design plan so is AI as a tool for our field.
What will help Marketing Account Managers increase their earning potential?
Dr. Kaley Martin M.A. '16: The most important thing when negotiating salary in Digital Media fields is knowing your worth and pricing accordingly. So many freelance artists and newcomers tend to take lower salaries and rates due to creative work being culturally underpriced, but knowing you own worth and doing research will help you have those negotiation conversations. Additionally, knowing your worth means providing true value to those hiring you by showing you are bringing true skill, strategy, and artistry to the table — not just a degree. How are you using that degree to advance and innovate the field? My degree from the University of Montevallo, for instance, taught me as an undergraduate to be a consistent learner and be watchful of the changing tides of my field due to my university’s foundation in the liberal arts. Liberal arts foundations immerse students in not only their given area, but also expose them to diverse areas in the arts, sciences, humanities, business, and more. That allowed me to always examine how these areas intersect with my own and has made me a dynamic, sought-after, and decorated professional now. So, even if you are not coming from a liberal arts background, have that mindset about you on how I can show my true value to the employer and what I bring to the table that’s unique, different, and worth the money you are asking for. Also, if you are considering a degree in Digital Media, I strongly encourage you to research the paths we have for you here at the University of Montevallo.
Jay Civitillo
University of South Florida
Business/Commerce
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Jay Civitillo: Good evening, Attached are my responses. I look forward to reviewing the draft. Have a great weekend!
What will help Marketing Account Managers increase their earning potential?
Jay Civitillo: I mentioned this to the department chair. He asked me to develop responses, which he will review with other marketing professors. I can have formal answers back to you by the end of the week. Will this work?
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Dr. Gulay Guzel PhD: Maximizing salary potential at the outset of one's marketing career requires strategic considerations. Marketing is inherently interdisciplinary, drawing from fields such as psychology, sociology, anthropology, and data science. Graduates should first identify their specialization within the marketing realm, whether it's in market research, product design, pricing strategy, or another area. Next, they should articulate what sets them apart from other candidates and highlight additional value they bring to the table. Realism is key when setting salary expectations; candidates should conduct thorough industry research to inform negotiations. Additionally, leveraging diverse experiences gained from internships and coursework to bolster their applications can significantly enhance their bargaining power.
What will help Marketing Account Managers increase their earning potential?
Dr. Gulay Guzel PhD: Looking ahead, digital and social media marketing will continue to gain prominence, with no signs of slowing down. Similarly, influencer marketing is becoming a staple promotional tool across various platforms, especially as Gen Z consumers, who have never known a world without social media, dominate the market. Additionally, the integration of machine learning and automation, facilitated by AI, will streamline day-to-day tasks. These developments underscore the need for marketers to possess a comprehensive skill set, particularly in consumer data analysis, research methodologies, and promotion strategies. Furthermore, anticipating increased regulations, particularly in privacy and security, will shape the future landscape of marketing practices.
Dhuha Shareef
Donnelly College
Liberal Arts And Sciences, General Studies And Humanities
What will help Marketing Account Managers increase their earning potential?
Dhuha Shareef: 1. Networking : Build relationships with professionals in your field through networking events, online platforms like LinkedIn, and informational interviews. Networking can lead to job opportunities and valuable insights. 2. Gain Practical Experience : Look for internships, volunteer opportunities, or entry-level positions that allow you to gain hands-on experience in your chosen field. This can help you develop relevant skills and make valuable connections. 3. Continuous Learning : Stay up-to-date with industry trends, developments, and new technologies through reading, attending workshops, or taking online courses. Continuous learning will keep your skills sharp and make you more competitive in the job market. 4. Develop Soft Skills : Communication, critical thinking, problem-solving, and adaptability are crucial skills in any career, but especially in the liberal arts field. Work on honing these skills to stand out to employers.
What will help Marketing Account Managers increase their earning potential?
Barrie Silver M.Ed.: Be nimble! Marketing is a fast-paced, ever-changing field and marketers need to be able to keep up. I encourage my students to take a variety of courses -- both in school and online -- and do as many internships as they can. For example, students in my 'Strategic Online Community Management' class are expected to complete social media certifications from HubSpot or Meta. Students in my 'Integrated Marketing and Communication' class work with local businesses and nonprofits to develop comprehensive integrated marketing campaigns. Along with our other coursework, this gives them hands-on, real-world experience -- and may also give them a leg up on other candidates when they start their job search.
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Len Hostetter: Proficiency and comfort with business data analytics skills is a must. This is foundational to business and marketing. Marketing has become very data driven. Additionally, understanding Artificial Intelligence (AI), being comfortable using it, and understanding how it will impact your work in the future. Some work will be eliminated, other work transformed. Finally, the ability to communicate, both orally and in writing.
Dr. Pushkala Raman Ph.D.
Associate Dean of Academic Affairs & Professor of MarketingTexas Woman's University
Business/Commerce
What will help Marketing Account Managers increase their earning potential?
Dr. Pushkala Raman Ph.D.: Building a career is based on two kinds of capital- performance and relationship capital. Performance capital is about how you execute your role in the company. Take time to understand how your role fits in with the larger goals of the unit you are working for. Show up, be a team player and go the extra mile. Don't be afraid to take on additional roles when the opportunities arise. This signals to management that you are ready for the next step and you are building your performance capital. Don't be afraid to speak up- if you have an idea, share it. Don't get emotionally vested in your ideas. Keep an open mind and evaluate what your colleagues and superiors share without being judgmental. Know your strengths and play to your strengths. You will not be good at everything and that's okay. People value you for what you are good at. If there is something you do not understand or do not know how to execute, ask questions. Asking questions is not a sign of weakness. Instead, it signals that you are willing to learn.
Relationship capital is about networking and how you relate to your team. Be supportive of your unit, your colleagues and your immediate supervisor. Any negative feedback you receive should be seen as constructive criticism and an opportunity to better yourself. Look for mentors. Mentors need not look like you or be in the same unit or even company you work in. So be intentional about finding a mentor and take your time. Mentors are those who will give you honest feedback and help you sort through the issues you face at work. You also need advocators or sponsors. They are the people within the company who can guide you to your next promotion and help your career growth. Build your relationship capital by joining professional organizations in your community. The connections you make are invaluable.
What will help Marketing Account Managers increase their earning potential?
Dr. Anna McAlister Ph.D: It’s very important to be polite but at the same time, not too humble. Showcase your talents! Even if you have not mastered a skill, if you have some level of proficiency you should let people know about it! As an example, I teach a video editing course to undergraduate students. When students leave my class, they are proficient using Camtasia. They may not be experts, but they are certainly proficient. They have a skill that many other entry level employees do not possess. I nag them to put it on their resumés. Many entry level employees looking for marketing jobs do not have experience with video editing. Show off the skill!
Also, show off any extracurricular activities you’ve engaged in. For example, students who take leadership roles in clubs and organizations on campus should put that on their resumes. The nature of the club doesn’t really matter. What matters is that the student can show they’re organized, committed, etc. For example, at Endicott College I advise Charity Craft Club. This club does crafts (knitting, painting, jewelry making) and we sell items to raise money for charity. In the past I’ve had students say to me things like “Should I really put Charity Craft Club on my resumé? It’s not a business club.” I say “absolutely!”. Showing you have a leadership role in that club is a signal that you’re a leader!
Negotiate! The time between getting the job offer and accepting the job is the prime time for negotiating. But don’t be too cocky. It’s a difficult line to walk and so it is essential to seek input from “seasoned” professionals. Talk to people in the industry who are a bit more advanced than you. Talk to internship supervisors, professors, or employees at the company if you are able to connect with them. Also review online resources (eg. Glassdoor, ZipRecruiter, Salary.com). As much as possible, try to know your worth. You don’t want to be too cocky and ask for an outrageous salary. But you also don’t want to accept a lowball offer. Sometimes the salary isn’t very flexible but other benefits or perks might be.
Finally, I would say it’s important to think about bringing solutions. What can you do for the company you hope will hire you? What problems can you solve for them? Again, this speaks to that idea of being a lifelong learner. An entry level employee can offer a fresh perspective and a willingness to explore new options. Current employees may be a little set in their ways. An entry level employee can be ready to learn and adapt and bring new knowledge to the company. Don’t worry about not knowing enough or not having enough experience. Just be ready to hit the ground running. You may be the breath of fresh air the company needs!
Jennifer D'Angelo PhD
Assistant Professor of MarketingWhat will help Marketing Account Managers increase their earning potential?
Jennifer D'Angelo PhD: A marketing manager is often responsible for planning and implementing a marketing plan. What this marketing plan encompasses can vary, as marketing involves many different things such as branding, product development, sales, advertising, digital and social media, and retailing.
What general advice would you give to a Marketing Account Manager?
Jennifer D'Angelo PhD: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo PhD: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Jorge Gonzalez del Pozo: You have to know the technical perfectly, Spanish, the different professional jargon and all that encompasses that, BUT: Soft skills, more than anything, with AI and the advancement of technology your best asset is to analyze, to be flexible to find what people need and to deliver properly, actually, if you can deliver extra, go for that, whether that is more work, work faster or white glove special treatment, or all combined... The people who are able to read the room and understand the needs and pivot in the moment will excel, also, the ones that are able to tell the story, to narrate the need and to translate that to the public, to audiences or to customers.
What will help Marketing Account Managers increase their earning potential?
Jorge Gonzalez del Pozo: Become as unique in your field/company as possible; i.e., if there are opportunities to travel to take tasks that many people don´t want to do, take those, then you can claim that you are doing more than anyone else. Always deliver the extra mile and then ask for comparable compensation since you are doing above your job description. If you can cover 2 in 1, that is always appealing for your employer, for instance in the case of Spanish: if you can translate, but also go to a company and help them with marketing in Spanish, that will make you not only an "office employer", but also a "sales person" in a way. Show your manager/boss that you learn quickly, that you take responsibilities way earlier than others in their career and that you deliver. Show them that you are eager/hungry, show them that you are extremely valuable.
Prof. Dennis Sandler
Professor of MarketingPace University
Data Processing
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Prof. Dennis Sandler: Whatever career path a person chooses, it should be one that excites that person, and one for which he or she has a passion. That passion will jump-start a path to success in marketing. Marketing is an exciting career choice, with business and non-business organizations realizing the need for those with marketing skills. Technology is constantly developing, creating the need for those able to integrate traditional areas with new technologies. Sustainability, AI, DEI...all of these are increasingly important areas in marketing. According to the U.S. Bureau of Labor Statistics, "overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2022 to 2032, faster than the average for all occupations."
Catherine Cuckovich
Assistant Professor of TeachingWhat will help Marketing Account Managers increase their earning potential?
Catherine Cuckovich: As a Marketing professional, you are the expert on all things customers. People within the organization but outside of Marketing rely on you to look at and solve problems using customer insight. Societal changes and technological advances have revolutionized marketing in recent years creating more career paths for Marketers. The creation of two-way communication between consumers and companies through social media has made it more important than ever to understand customers. This has raised the profile of marketing within organizations.
What general advice would you give to a Marketing Account 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 Marketing Account Manager skills would you recommend for someone trying to advance their career?
Ajay Abraham Ph. D.: Everyone is talking about AI these days, so I will start off by joining the bandwagon, but with some nuance. It's important to know how to use artificial intelligence tools in order to be better or more effective at one's job. This doesn't mean that everyone needs to become an AI expert, but that we should be able to harness the power of AI tools to improve the quality and efficiency of our work. This requires being fluent enough with AI tools to understand, discuss, and make decisions involving AI or about AI output (even if we don't actually use those tools in a hands-on manner). This should be done while also being able to bridge the gap for those who are less fluent (perhaps those in more senior-level roles who are even less hands-on with these tools). That apart, as more of the workforce focuses more of their time on technical and similar skills, "softer" skills such as integrity, professionalism, self-awareness, and team-orientation will become even more important as differentiators.
What will help Marketing Account Managers increase their earning potential?
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.
KATHERINE (KATE) Katherine Loveland Ph.D.
Chair & Associate ProfessorXavier University
Marketing
What will help Marketing Account Managers increase their earning potential?
KATHERINE (KATE) Katherine Loveland Ph.D.: I would probably give this advice to any graduate, but it is particularly important in marketing: work on building your personal connections. By this, I don't just mean building your online professional network, although this is important, I mean put in the actual face time. Pick up the phone, walk down the hall, go into the office, schedule the lunch (or coffee or drink), attend the networking event and then follow-up. We are social beings and I hear from managers all the time that the new hires who stand out are those who take the time to build relationships. Also, marketing is fundamentally about building connections between customer needs and organizational offerings. The best way to spot opportunities is to be actively engaged with a broad spectrum of people both within and outside the organization.
Purvi Shah
Associate Professor of Marketing, The Business School at Worcester Polytechnic Institute (WPI)Worcester Polytechnic Institute
Marketing
What Marketing Account Manager skills would you recommend for someone trying to advance their career?
Purvi Shah: With technology advancements and the fast growth of AI applications in marketing, content
strategy, marketing and data analytics, metaverse community management, storytelling,
customer relationship management, influencer marketing, performance marketing, growth
marketing, and continuous learning are going to be sought after skills for different marketing
roles in the future.
Having said that, a marketer's core competencies are here to stay even in the future. These
include knowledge of marketing concepts/frameworks, market research, communication skills,
presentation skills, creativity, and strategic, lateral and analytical thinking.
Then, there are a set of skills specific to the marketing role an individual chooses as a career
option. These will also be in-demand specific to the role. For e.g., Digital and social media
marketers must be proficient in at least one or few of the following skills: content marketing,
email marketing, search engine optimization and management, video marketing, data-driven
decision making, social media marketing, storytelling, influencer marketing, ability to self-learn
and adapt, web designing, user experience, branding, and ethics. They should also be tech
savvy and persuasive.