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What is a marketing manager and how to become one

Updated January 8, 2025
4 min read
Quoted experts
Linda Goulet,
Richard Tate
introduction image

A marketing manager is responsible for the development and implementation of marketing strategies to increase brand awareness, generate leads, and drive revenue growth. They work closely with other departments to ensure that messaging is consistent across all channels. Marketing managers conduct market research to identify trends and opportunities, and analyze data to measure the effectiveness of campaigns. They must have strong communication and analytical skills, as well as a deep understanding of consumer behavior.

What general advice would you give to a marketing manager?

Linda GouletLinda Goulet LinkedIn profile

Interim Associate Dean/Department Chair, Marketing, Davenport University

Stay as updated as you can. If you are looking for a job, join your local AMA chapter to network. Find a mentor who works in marketing and meet regularly (virtual now). There are also dozens of free certifications out there that you may take to hone your skills or create awareness around the content you don't have a lot of knowledge about (Hub Spot and Google both offer many free certification opportunities).
ScoreMarketing ManagerUS Average
Salary
7.7

Avg. Salary $104,550

Avg. Salary $59,228

Stability level
7.5

Growth rate 10%

Growth rate 0.3%

Diversity
3.1
Race

American Indian and Alaska Native 0.23%

Asian 8.15%

Black or African American 3.04%

Hispanic or Latino 8.67%

Unknown 5.32%

White 74.58%

Gender

female 55.57%

male 44.43%

Age - 38
Race

American Indian and Alaska Native 3.00%

Asian 7.00%

Black or African American 14.00%

Hispanic or Latino 19.00%

White 57.00%

Gender

female 47.00%

male 53.00%

Age - 38
Stress level
7.5

Stress level is high

7.1 - high

Complexity level
9.0

Complexity level is advanced

7 - challenging

Work life balance
3.5

Work life balance is poor

6.4 - fair

What are the pros and cons of being a marketing manager?

Pros

  • Possibility for career advancement

  • Ability to see direct impact of your work on the company's success

  • Constantly changing industry keeps work interesting

  • Opportunity to build strong relationships with clients and customers

  • Chance to attend events and conferences to stay up-to-date on industry trends

Cons

  • Constant need to adapt to changes in the market and consumer behavior

  • Difficulty in measuring the effectiveness of marketing campaigns

  • Need to constantly justify budget allocation to upper management

  • Limited control over external factors that can affect campaign success

  • Potential for conflict or pushback from other departments or stakeholders

Marketing manager career paths

Key steps to become a marketing manager

  1. Explore marketing manager education requirements

    Most common marketing manager degrees

    Bachelor's

    75.4 %

    Master's

    12.8 %

    Associate

    7.3 %
  2. Start to develop specific marketing manager skills

    SkillsPercentages
    Digital Marketing13.72%
    Marketing Campaigns6.92%
    Project Management4.43%
    Integrated Marketing3.89%
    Email Marketing3.88%
  3. Complete relevant marketing manager training and internships

    Accountants spend an average of 1-3 months on post-employment, on-the-job training. New marketing managers learn the skills and techniques required for their job and employer during this time. The chart below shows how long it takes to gain competency as a marketing manager based on U.S. Bureau of Labor Statistics data and data from real marketing manager resumes.
  4. Research marketing manager duties and responsibilities

    • Utilize SalesForce database to update contacts and prospect new leads.
    • Manage account process from RFP to full execution of campaign in its entirety.
    • Manage agency partners to develop target print media, sampling programs, POS, merchandising.
    • Manage redesign of four bank websites and implementation of new content management system (CMS . )
  5. Prepare your marketing manager resume

    When your background is strong enough, you can start writing your marketing manager resume.

    You can use Zippia's AI resume builder to make the resume writing process easier while also making sure that you include key information that hiring managers expect to see on a marketing manager resume. You'll find resume tips and examples of skills, responsibilities, and summaries, all provided by Zippi, your career sidekick.

    Choose from 10+ customizable marketing manager resume templates

    Build a professional marketing manager resume in minutes. Browse through our resume examples to identify the best way to word your resume. Then choose from 10+ resume templates to create your marketing manager resume.
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  6. Apply for marketing manager jobs

    Now it's time to start searching for a marketing manager job. Consider the tips below for a successful job search:

    1. Browse job boards for relevant postings
    2. Consult your professional network
    3. Reach out to companies you're interested in working for directly
    4. Watch out for job scams

How did you land your first marketing manager job

Melanie GodiahMelanie Godiah LinkedIn profile

Marketing Manager, Nendo Limited

I began my career as a Community Manager and Copywriter at Brand2D, a creative agency in Nairobi. Later, I transitioned to 34 Degrees, a South African-based agency, where I served as a Digital Strategist. Currently, I am working at Nendo as a Client Success Manager.

Throughout my career, I have had the privilege of developing and executing digital strategies for a variety of campaigns targeting both Global and African markets. My experience spans several sectors, including FMCG, Financial Services, and Non-Governmental Organizations. These roles have allowed me to grow significantly in my career, learning through successes and challenges I've overcome with resilience.

While advancing professionally, I also decided to complete my bachelor's degree, focusing on Media and Journalism.

I love what I do and look forward to making greater campaigns that impact people positively.

Average marketing manager salary

The average marketing manager salary in the United States is $104,550 per year or $50 per hour. Marketing manager salaries range between $71,000 and $153,000 per year.

Average marketing manager salary
$104,550 Yearly
$50.26 hourly

What am I worth?

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How do marketing managers rate their job?

3/5

Based on 1 ratings

5 stars

4 stars

3 stars

2 stars

1 star

Marketing manager reviews

profile
A zippia user wrote a review on Sep 2022
Cons

Super tight deadlines.


profile
A zippia user wrote a review on Apr 2020
Pros

The ability to do tasks in a lot of different areas of marketing

Cons

Having to work with clients


profile
A zippia user wrote a review on Mar 2020
Pros

I love the problem solving aspect. Helping my team work through problems and training new employees to perform to their best.

Cons

Disciplining my team for mistakes they can prevent, such as attendance.


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Updated January 8, 2025

Zippia Research Team
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.

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