What does a Marketing Account Manager do?
A marketing account manager is the point of contact for both accounts and marketing companies. You are responsible for establishing contact with new accounts and maintaining strong relations with existing ones. This role typically requires you to perform a few tasks, including developing marketing plans and strategies to meet the account's needs, ensuring that the implementation of these strategies runs smoothly, and meeting with representatives to update them on the account's status. You may also be tasked to monitor budgets and revenue and explain to clients about cost factors.
Marketing account manager responsibilities
Here are examples of responsibilities from real marketing account manager resumes:
- Plan, manage and implement the Siemens CRM process, and conduct customer calls to close business.
- Develop and manage marketing programs and partner integration for industry marketing in government, healthcare and education markets.
- Develop key marketing assets: landing pages, Facebook app, newsletters, segmentation.
- Create and implement display ad campaigns of $35K+ for Google, LinkedIn, Facebook and WebMD.
- Facilitate implementation of CRM system that dramatically improve tracking of prospects/leads.
- Conduct ROI analysis on promotional activities to determine effectiveness for client engagement including web metric programs to measure marketing success.
- Develop strategic planning initiatives for customers which include creating and delivering presentations, pitches and potential ROI with creative business opportunities.
- Develop sales and marketing strategy align with corporate revenue objectives for B2B/B2C product marketing and communications strategies for acquisition and retention.
Marketing account manager skills and personality traits
We calculated that 18% of Marketing Account Managers are proficient in Digital Marketing, Project Management, and Email Marketing. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Marketing Account Managers that have these skills listed on their resume here:
- Digital Marketing, 18%
Developed digital marketing and content development strategy for national accounts while managing day-to-day activities of marketing staff and programs.
- Project Management, 8%
Oversee project management and development of client enrollment materials working directly with creative agency and internally to communicate changes and deadlines.
- Email Marketing, 6%
Implement and manage new online lead generation technology with improved notifications and integrated email marketing sign-up.
- Account Management, 5%
Generated sales activity and account management - Recruited technical consulting staff (IT & Engineering) - Directed all external marketing-communications
- Marketing Campaigns, 5%
Collected, analyzed and reported on key marketing data that develop quantitative and qualitative methodologies for measuring multiple marketing campaigns effectiveness.
- Google Analytics, 5%
Utilized Google Analytics to effectively determine areas of improvement.
Most marketing account managers use their skills in "digital marketing," "project management," and "email marketing" to do their jobs. You can find more detail on essential marketing account manager responsibilities here:
Analytical skills. The most essential soft skill for a marketing account manager to carry out their responsibilities is analytical skills. This skill is important for the role because "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Additionally, a marketing account manager resume shows how their duties depend on analytical skills: "created sales collateral and copy, wrote press releases and developed data-cards to create product awareness. "
Communication skills. Another soft skill that's essential for fulfilling marketing account manager duties is communication skills. The role rewards competence in this skill because "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." According to a marketing account manager resume, here's how marketing account managers can utilize communication skills in their job responsibilities: "develop communication materials and press releases on behalf of the food service department and associates. "
Creativity. This is an important skill for marketing account managers to perform their duties. For an example of how marketing account manager responsibilities depend on this skill, consider that "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." This excerpt from a resume also shows how vital it is to everyday roles and responsibilities of a marketing account manager: "print design and copy, radio & television creative, video editing, press releases, in-house collateral, etc. )".
Interpersonal skills. A big part of what marketing account managers do relies on "interpersonal skills." You can see how essential it is to marketing account manager responsibilities because "managers must deal with a range of people in different roles, both inside and outside the organization." Here's an example of how this skill is used from a resume that represents typical marketing account manager tasks: "incited sales growth through professional customerprogramming, and interpersonal skills service and digital marketing techniques. "
Organizational skills. Another common skill required for marketing account manager responsibilities is "organizational skills." This skill comes up in the duties of marketing account managers all the time, as "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." An excerpt from a real marketing account manager resume shows how this skill is central to what a marketing account manager does: "press releases, training materials, direct mailings and organizational charts. "
The three companies that hire the most marketing account managers are:
- Wolters Kluwer90 marketing account managers jobs
- 3Q Digital
19 marketing account managers jobs
- Wipfli8 marketing account managers jobs
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Compare different marketing account managers
Marketing account manager vs. Senior manager of marketing
A senior manager of marketing is responsible for monitoring the organization's marketing staff, reviewing and approving marketing campaigns, and identifying strategies to improve services that would generate more revenues and increase its profitability. The senior manager of marketing evaluates the current market trends to meet consumers' demands and organizes techniques to sell products and services to the target audience. They lead the development of promotional offers and brand awareness, interpret sales data, and monitor the marketing processes' progress.
While similarities exist, there are also some differences between marketing account managers and senior manager of marketing. For instance, marketing account manager responsibilities require skills such as "account management," "html css," "html," and "powerpoint." Whereas a senior manager of marketing is skilled in "sr," "kpis," "patients," and "strong project management." This is part of what separates the two careers.
Senior managers of marketing earn the highest salaries when working in the technology industry, with an average yearly salary of $126,981. On the other hand, marketing account managers are paid more in the energy industry with an average salary of $72,442.senior managers of marketing tend to reach higher levels of education than marketing account managers. In fact, senior managers of marketing are 9.2% more likely to graduate with a Master's Degree and 0.1% more likely to have a Doctoral Degree.Marketing account manager vs. Manager, field marketing
A field marketing manager oversees a company's field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company's policies and regulations.
Each career also uses different skills, according to real marketing account manager resumes. While marketing account manager responsibilities can utilize skills like "google analytics," "html css," "html," and "powerpoint," managers, field marketing use skills like "demand generation," "lead generation," "grass," and "brand awareness."
On average, managers, field marketing earn a higher salary than marketing account managers. Some industries support higher salaries in each profession. Interestingly enough, managers, field marketing earn the most pay in the technology industry with an average salary of $100,565. Whereas marketing account managers have higher pay in the energy industry, with an average salary of $72,442.Average education levels between the two professions vary. Managers, field marketing tend to reach similar levels of education than marketing account managers. In fact, they're 0.5% less likely to graduate with a Master's Degree and 0.1% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for Marketing Account Managers in the next 3-5 years?
Jill Koehler
Associate Dean, Career Development and Part-Time Faculty, Quinnipiac University
Lastly, many employers have been forced by the pandemic to realize the undeniable benefits of employees working remotely, either part-time or full-time, and recent graduates have to quickly pivot and successfully embrace the virtual world of work. If structured strategically, working remotely can cut down on business overhead. It can open up workforce options (including expertise, diversity, etc.), without employee geographical location being a part of the equation, and potentially expanding business opportunities to a much broader area. The employees also glean benefits as remote work reduces commuting time and expense; it allows for more significant job opportunities nationwide and can add to one's overall quality of life. There will always be businesses that require an on-site workforce, but in cases where there is flexibility, there is a new opportunity.
Marketing account manager vs. Business development and marketing manager
The business development and marketing manager is in charge of overseeing a company's marketing programs and projects. They primarily manage and coordinate teams, set goals and guidelines, organize budgets and timelines, conceptualize plans, and develop strategies to optimize operations. They may also liaise with clients and suppliers, streamline marketing materials, and train staff. Furthermore, as a manager, it is essential to lead and encourage the workforce to reach goals, all while enforcing the company's policies and regulations.
The required skills of the two careers differ considerably. For example, marketing account managers are more likely to have skills like "email marketing," "html css," "html," and "search engine marketing." But a business development and marketing manager is more likely to have skills like "strategic partnerships," "revenue growth," "seo," and "r."
Business development and marketing managers make a very good living in the finance industry with an average annual salary of $88,175. On the other hand, marketing account managers are paid the highest salary in the energy industry, with average annual pay of $72,442.When it comes to education, business development and marketing managers tend to earn higher degree levels compared to marketing account managers. In fact, they're 6.0% more likely to earn a Master's Degree, and 0.6% more likely to graduate with a Doctoral Degree.Marketing account manager vs. Marketing lead
A marketing lead is an individual who is responsible for overseeing a team of marketing specialists to help a company achieve its marketing goals. Marketing leads are required to create and manage marketing plans so that they can deliver marketing campaigns on time and escalate issues that may prevent prompt delivery. They can incorporate a mix of different strategies in campaigns such as digital publishing, templates, and training. Marketing leads must work closely with account managers and sales engineers so that they can empower them to effectively position the company's products differently from their competitors.
Types of marketing account manager
Updated January 8, 2025
