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Become A Marketing Lead

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Working As A Marketing Lead

  • 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

  • $114,183

    Average Salary

What Does A Marketing Lead 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 Marketing Lead

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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Marketing Lead Jobs

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Marketing Lead Career Paths

Marketing Lead

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Help others decide if this is a good career for them

Average Length of Employment
Marketing Director 3.0 years
Marketing Manager 2.9 years
Head Of Marketing 2.3 years
Marketing Lead 2.0 years
Top Employers Before
Internship 7.0%
Manager 4.5%
Top Employers After
Consultant 5.7%
Internship 4.7%
Manager 4.0%
President 3.8%
Leader 3.6%

Do you work as a Marketing Lead?

Marketing Lead Demographics

Gender

Male

48.9%

Female

48.0%

Unknown

3.1%
Ethnicity

White

59.2%

Hispanic or Latino

14.9%

Asian

11.7%

Black or African American

9.9%

Unknown

4.2%
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Languages Spoken

Spanish

46.0%

French

12.2%

Mandarin

8.6%

Chinese

7.2%

Portuguese

3.6%

Cantonese

2.9%

Urdu

2.9%

Japanese

2.2%

Hindi

2.2%

Tagalog

2.2%

Korean

2.2%

German

1.4%

Italian

1.4%

Swedish

0.7%

Vietnamese

0.7%

Romanian

0.7%

Hebrew

0.7%

Malayalam

0.7%

Finnish

0.7%

Russian

0.7%
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Marketing Lead Education

Schools

University of Phoenix

9.0%

Michigan State University

6.8%

Boston University

6.3%

Northwestern University

5.9%

University of Alabama

5.4%

University of Washington

5.4%

Ohio State University

5.4%

New York University

5.0%

Northeastern University

5.0%

Thunderbird School of Global Management

5.0%

Santa Clara University

4.5%

University of Colorado at Boulder

4.5%

University of Missouri - Columbia

4.5%

University of Texas at Austin

4.5%

University of North Carolina at Chapel Hill

4.5%

University of Delaware

4.1%

University of Tennessee - Knoxville

3.6%

University of California - Berkeley

3.6%

Duke University

3.6%

Eastern Michigan University

3.6%
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Majors

Business

28.3%

Marketing

23.1%

Communication

7.5%

Management

6.3%

Finance

4.5%

Graphic Design

2.9%

Public Relations

2.6%

Journalism

2.5%

Political Science

2.4%

Psychology

2.2%

English

2.2%

International Business

2.1%

Computer Science

2.0%

Economics

2.0%

Advertising

1.9%

Accounting

1.9%

Criminal Justice

1.6%

Fine Arts

1.5%

Kinesiology

1.5%

Electrical Engineering

1.2%
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Degrees

Bachelors

48.0%

Masters

29.8%

Other

14.0%

Associate

3.3%

Certificate

2.9%

Doctorate

1.1%

Diploma

0.7%

License

0.3%
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Real Marketing Lead Salaries

Job Title Company Location Start Date Salary
Digital Marketing Operations Leader Glaxosmithkline Consumer Healthcare Holdings (Us) LLC NJ Sep 21, 2016 $202,758 -
$275,000
Marketing Leader Deloitte Touche Tohmatsu Services, Inc. New York, NY Sep 28, 2010 $198,500
Strategy and Marketing Lead Tamr Inc. Cambridge, MA Jun 22, 2015 $175,000
Strategy and Marketing Lead Datatamer, Inc. Cambridge, MA Mar 23, 2014 $175,000
Sales Marketing and Care Analytics Leader Intuit Inc. Plano, TX Dec 09, 2013 $160,000
Marketing Lead Hello, Inc. San Francisco, CA Oct 20, 2014 $150,000
Dgtl Marketing Lead Zmot Microsoft Corporation Bellevue, WA Feb 16, 2012 $150,000
Product Marketing Partners Lead, In-Store Segment Facebook, Inc. New York, NY Aug 25, 2014 $150,000
Senior Product Marketing Leader Dresser Inc. Waukesha, WI May 25, 2016 $148,600
DBS Leader-Global Marketing Videojet Technologies Wood Dale, IL Jan 28, 2016 $140,566
DBS Leader-Global Marketing Videojet Technologies Inc. Wood Dale, IL Feb 01, 2015 $140,000
Marketing Insight Leader Astrazeneca LP Wilmington, DE Jan 04, 2016 $140,000 -
$164,000
DBS Leader-Global Marketing Videojet Technologies Inc. Wood Dale, IL Feb 04, 2015 $140,000
Commercial Leader, Sales and Marketing Amazon Corporate LLC Seattle, WA Aug 31, 2014 $140,000 -
$160,000
Marketing Lead Analyst Barclays Bank PLC Islandia, NY May 23, 2011 $122,000
Lead Analyst: Marketing Analytics Synchrony Bank Stamford, CT Dec 11, 2015 $120,600
Global Product Marketing Leader GE Healthcare Bio-Sciences Corp. Piscataway, NJ Jan 05, 2013 $120,000 -
$130,000
Senior Marketing Analytics Lead Campaign Monitor, Inc. San Francisco, CA Aug 01, 2016 $119,642 -
$135,000
Senior Marketing Analytics Lead Campaign Monitor, Inc. San Francisco, CA Jan 08, 2016 $119,642 -
$135,000
Performance Marketing Lead Freedom Financial Network LLC San Mateo, CA Apr 18, 2016 $119,000 -
$130,000
Marketing Operations Lead Socialcode, LLC New York, NY Aug 31, 2016 $116,684 -
$139,000
Partnerships & Field Marketing Lead Airbnb, Inc. Miami, FL Jan 12, 2015 $98,925
Marketing Lead Stripe, Inc. San Francisco, CA Jun 02, 2015 $98,675
Marketing Analytics Lead Barclays Bank Delaware Wilmington, DE Jun 07, 2011 $97,000
Marketing Analytics Lead Barclays Bank Delaware Wilmington, DE Jul 27, 2014 $96,000 -
$130,000
Lead Analyst, Marketing Analytics Barclays Bank PLC Islandia, NY Aug 01, 2014 $95,000 -
$133,000
Lead Analyst, Marketing Analytics Barclays Bank PLC New York, NY Feb 21, 2014 $95,000 -
$133,000
Lead Analyst, Marketing Analytics Barclays Bank PLC New York, NY Aug 01, 2014 $95,000 -
$133,000

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Top Skills for A Marketing Lead

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  1. Strategic Partnerships
  2. Product Development
  3. Revenue Growth
You can check out examples of real life uses of top skills on resumes here:
  • Developed overall go-to-market strategy, new sales channels, strategic partnerships, and provided product management leadership for alternative fuel vehicles.
  • Developed product requirements based on market needs and competitive gaps while driving product development and operations infrastructure to support new product.
  • Exceeded annual account revenue growth goals by an average of 55% through extensive up-selling, cross-selling and increasing campaign frequency.
  • Created Discovery's first television, print, and online advertising qualification methodology and approval system.
  • Reserved marketing funds for infrastructure/engagements on Hewlett Packard company website prior to expiration dates.

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Top Marketing Lead Employers

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