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Marketing & advertising manager skills for your resume and career

Updated January 8, 2025

5 min read

Quoted experts

Lauren Easom M.Ed, GCDF,

Erin Steffes Ph.D.

Below we've compiled a list of the most critical marketing & advertising manager skills. We ranked the top skills for marketing & advertising managers based on the percentage of resumes they appeared on. For example, 25.3% of marketing & advertising manager resumes contained digital marketing as a skill. Continue reading to find out what skills a marketing & advertising manager needs to be successful in the workplace.

15 marketing & advertising manager skills for your resume and career

1. Digital Marketing

Here's how marketing & advertising managers use digital marketing:

Managed Digital Marketing Programs including first Social Media marketing plan.
Well versed in all aspects of digital marketing strategies to meet diversified needs of customers and maximize customer ROI.

2. Channel Marketing

Here's how marketing & advertising managers use channel marketing:

Lead cross-collaboration teams to develop, create and execute multi-channel marketing campaigns for customer engagement.
Full responsibility for development of marketing communications and public relations efforts and channel marketing for a provider of secure messaging solutions.

3. Marketing Campaigns

Here's how marketing & advertising managers use marketing campaigns:

Develop marketing strategies to research and target specific consumers in certain geographic areas to produce successful marketing campaigns.
Liaised with major domestic and international publications to perform media buys for marketing campaigns.

4. CRM

CRM stands for Customer relationship management and it is a complete process through which a business or organization monitors and administers its interactions with the customers. A process in which large amounts of data are collected through marketing via a company's website, polls, surveys, and other social media applications. The basic goal of CRM is to target the right audience for their product, and then fulfill their needs, to increase the sales and revenue of the company.

Here's how marketing & advertising managers use crm:

Process Manager for RFP development, selection process and onboarding for an outsourced Call Center and CRM Database partner.
Optimize campaign tracking, third party analytics system and integrate vendors with CRM database.

5. Marketing Analytics

Here's how marketing & advertising managers use marketing analytics:

Initiated project with marketing analytics and media planning agency to implement measurement of B2B trade publication digital advertising.
Produced media kit demonstrating key marketing analytics and demographics presentations.

6. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how marketing & advertising managers use market research:

Exceeded sales goals through product development, product styling, advertising, promotion, market research, and merchandising.
Identified best goals by conducting market research, customer satisfaction indexes, focus groups, and brand surveys.

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7. Trade Shows

Here's how marketing & advertising managers use trade shows:

Coordinated and organized the university trade shows and promotion team activities.
Coordinated and participated in promotional activities and trade shows.products and services.

8. SEO

Here's how marketing & advertising managers use seo:

Maintained corporate website and implemented new features utilizing SEO techniques.
Major accomplishments included spear-heading European and Canadian online display, SEO, and SEM strategic programs.

9. Graphic Design

Graphic design is the art of making visual content to communicate messages. Designers apply different page layout methods and visual hierarchy by using letters and pictures to meet the need of end-users. Most companies use graphic design to sell their product or services and to convey complicated information by using infographics.

Here's how marketing & advertising managers use graphic design:

Coordinated and overlooked all marketing, advertising and graphic design projects.
Trained five graphic designers and multiply marketing and production coordinators.

10. Press Releases

Here's how marketing & advertising managers use press releases:

Included print, radio and television advertisements, sales sheets, press releases, and brochures.
Assist Public Relations department with writing of press releases and all other public relations functions.

11. Facebook

Here's how marketing & advertising managers use facebook:

Implemented and administer company websites and several Social Media sites including Facebook and Twitter.
Created social media, via Facebook, Twitter, Linked In and through a company newsletter I originated for our customers.

12. Media Planning

Media planning involves the process that goes into the identification, and execution of marketing plans, campaigns, and ads of audio, visual, and textual contents to maximize growth and sales via various media channels.

Here's how marketing & advertising managers use media planning:

Managed advertising agency and provided direction relative to creative strategy, research, production and media planning.
Managed media planning, placement and traffic for print, radio, online and television campaigns, including Direct Response.

13. ROI

Here's how marketing & advertising managers use roi:

Implemented project management software for accurate tracking of projects, procedures and files and potential capabilities for future work and ROI.
Track and analyze statistical data for campaign effectiveness with a year on year comparison including ROI.

14. Advertising Budget

Here's how marketing & advertising managers use advertising budget:

Manage Promotion and Advertising Budget to ensure adherence to corporate commitment.
Revitalized and reduced advertising budget by 35% while increasing consumer touch points and achieving foot-traffic and sales goals.

15. SEM

Search Engine Marketing, SEM, is a set of digital marketing tools, techniques, and strategies that help optimize website and page visibility and reach potential website visitors through search engine result pages (SERPs). The aim is to appear more and better positioned among the search results when an Internet user searches for the brand keywords.

Here's how marketing & advertising managers use sem:

Developed integrated content while overseeing digital agency for website management and optimization of SEO, SEM.
Managed website development/content and SEM strategies for corporate and divisional sites.

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What skills help Marketing & Advertising Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on marketing & advertising manager resumes?

Lauren Easom M.Ed, GCDF

Director, Georgia College

Two skills that employers are always looking for on a resume is an individual's ability to problem solve and work well in a team.

What soft skills should all marketing & advertising managers possess?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

Students often underestimate the importance of soft skills. To succeed in a marketing career, you need to be able to communicate effectively both verbally and in writing, work well in a team environment, use critical and creative thinking, and get along with others. On an individual level, successful marketers are typically good time managers, decisive, adaptable to change, good listeners, and open to feedback. Emotional intelligence plays a significant role in one's career progression and success.

What hard/technical skills are most important for marketing & advertising managers?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.

What marketing & advertising manager skills would you recommend for someone trying to advance their career?

Stephanie Dellande

Professor, Menlo College

Taking a gap year is a deliberate act, not flying by the seat of one's pants, i.e., just figuring things out as you go along. It entails establishing a plan prior to that year. Determining how the time will be spent is key to realizing a successful outcome. It is highly recommended to have a strategy on the specifics of what will be done during the year; otherwise, risk being unproductive. Reasons for taking a gap year are varied. Perhaps to reflect (on the past, present, future), ponder potential goals, and/or recalibrate. It is also a viable way to manage burnout. The gap year offers an opportunity to travel (experience other cultures), volunteer (for a cause of interest), learn new skills by experimenting with different types of jobs, etc. However, a gap year is not without its pitfalls. For example, it may be difficult going back to regular life, reinforcing the importance of having a plan at the outset.

What type of skills will young marketing & advertising managers need?

Dr. Donald Siegel

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

What technical skills for a marketing & advertising manager stand out to employers?

Ira Harris Ph.D.

Professor, General Faculty, Director, M.S. in Commerce Program, University of Virginia

Graduates must not be complacent and assume their skill base will endure over a long period; they must continue to engage and learn in order to understand changes in the landscape and add value. Beyond listing specific computer software or hardware skills, we know from working so closely with employers to place our students that they are looking for students who possess excellent communication skills - including technical communication. Along the lines of communicating, employers seek graduates with the ability to analyze and succinctly synthesize sometimes ambiguous information. Finally, showcasing flexibility and an interest in learning will be important to employers.

Do you want to know more?

List of marketing & advertising manager skills to add to your resume

The most important skills for a marketing & advertising manager resume and required skills for a marketing & advertising manager to have include:

Digital Marketing
Channel Marketing
Marketing Campaigns
CRM
Marketing Analytics
Market Research
Trade Shows
SEO
Graphic Design
Press Releases
Facebook
Media Planning
ROI
Advertising Budget
SEM
Creative Development
Web Design

B2C
Twitter
Promotional Materials
Vendor Relationships
Product Launches
Media Management
Market Trends
Print ADS
Search Engine Marketing
Event Planning
Real Estate
Photo Shoots
Brand Positioning
Web Content
Brand Marketing
POS
Search Engine

Copywriting
Email Campaigns
Adobe Photoshop
Creative Direction
B2B Marketing
Campaign Development
Increase Sales
Adobe Creative Suite
Customer Retention
Sales Presentations
Product Development
Media Buying
YouTube
Promotional Campaigns
Rebranding

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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