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Become A Marketing Manager

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Working As A Marketing Manager

  • 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

  • $95,000

    Average Salary

What Does A Marketing Manager 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 Manager

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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Do you work as a Marketing Manager?

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Marketing Manager Career Paths

Marketing Manager
Marketing Director
Regional Marketing Director
7 Yearsyrs
Senior Manager Of Marketing Marketing Director
Executive Director, Marketing
9 Yearsyrs
Marketing Manager, Global Marketing
8 Yearsyrs
Owner Marketing Director
Marketing And Business Development Director
9 Yearsyrs
Marketing Vice President
Executive Vice President Marketing
11 Yearsyrs
Sales And Marketing Manager Brand Manager
Global Brand Manager
9 Yearsyrs
Marketing Program Manager
Senior Marketing Program Manager
9 Yearsyrs
Digital Marketing Manager
Senior Manager-Digital Marketing
9 Yearsyrs
General Manager Market Manager
Senior Market Manager
10 Yearsyrs
Product Marketing Manager
Strategic Marketing Manager
8 Yearsyrs
Product Marketing Manager Senior Product Manager
Director Of Marketing And Product Management
9 Yearsyrs
Senior Manager Of Marketing
Director, Online Marketing
7 Yearsyrs
Product Marketing Manager Group Product Manager
Group Marketing Manager
8 Yearsyrs
Senior Product Manager
Vice President, Product Manager
10 Yearsyrs
Marketing Communications Manager Senior Manager Of Marketing
Integrated Marketing Director
8 Yearsyrs
Marketing Communications Manager Marketing Program Manager
Marketing Campaign Manager
5 Yearsyrs
Marketing Manager/Project Manager Marketing Account Manager
Retail Marketing Manager
7 Yearsyrs
Social Media Manager Digital Marketing Manager
Manager, Integrated Marketing
7 Yearsyrs
Brand Marketing Manager
Marketing Services Manager
6 Yearsyrs
Business Development And Marketing Manager
Manager Of International Marketing
5 Yearsyrs
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Do you work as a Marketing Manager?

Help others decide if this is a good career for them

Average Length of Employment
Marketing Director 3.0 years
Marketing Manager 3.0 years
Marketing Officer 2.5 years
Marketing Lead 2.4 years
Top Careers Before Marketing Manager
Internship 5.1%
Manager 4.4%
Top Careers After Marketing Manager
Consultant 4.6%
Owner 4.5%
Manager 4.2%
Director 3.5%

Do you work as a Marketing Manager?

Marketing Manager Demographics

Gender

Female

51.9%

Male

39.7%

Unknown

8.4%
Ethnicity

White

61.0%

Hispanic or Latino

15.1%

Black or African American

11.0%

Asian

8.7%

Unknown

4.1%
Show More
Foreign Languages Spoken

Spanish

41.8%

French

12.6%

Chinese

6.4%

Mandarin

6.3%

Portuguese

5.3%

German

5.0%

Italian

4.1%

Russian

3.7%

Japanese

3.0%

Arabic

2.3%

Korean

2.2%

Cantonese

1.7%

Hindi

1.2%

Hebrew

0.8%

Dutch

0.6%

Swedish

0.6%

Urdu

0.6%

Turkish

0.6%

Vietnamese

0.6%

Polish

0.5%
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Marketing Manager Education

Schools

University of Phoenix

14.8%

New York University

8.2%

Arizona State University

5.6%

University of Texas at Austin

5.6%

Michigan State University

4.7%

University of Washington

4.7%

Pennsylvania State University

4.6%

Northwestern University

4.5%

DePaul University

4.3%

University of Central Florida

4.3%

University of Southern California

4.2%

San Diego State University

4.1%

University of Florida

4.1%

Florida International University

3.9%

Florida State University

3.8%

University of South Florida

3.8%

Northeastern University

3.8%

Ohio State University

3.8%

Temple University

3.7%

Georgia State University

3.6%
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Majors

Business

28.6%

Marketing

24.6%

Communication

9.7%

Management

6.0%

English

3.3%

Public Relations

3.2%

Finance

3.0%

Psychology

2.8%

Journalism

2.6%

Graphic Design

2.5%

Advertising

2.0%

Political Science

1.9%

Economics

1.5%

Accounting

1.4%

Fine Arts

1.3%

Education

1.3%

International Business

1.1%

Liberal Arts

1.1%

Business Communications

1.1%

Computer Science

1.0%
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Degrees

Bachelors

51.5%

Masters

26.6%

Other

12.6%

Associate

4.3%

Certificate

3.1%

Doctorate

0.9%

Diploma

0.6%

License

0.3%
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Job type you want
Full Time
Part Time
Internship
Temporary
Average Yearly Salary
$95,000
View Detailed Salary Report
$57,000
Min 10%
$95,000
Median 50%
$95,000
Median 50%
$95,000
Median 50%
$95,000
Median 50%
$95,000
Median 50%
$95,000
Median 50%
$95,000
Median 50%
$156,000
Max 90%
Best Paying Company
Rochester Regional Health
Highest Paying City
Redmond, WA
Highest Paying State
Washington
Avg Experience Level
2.9 years
How much does a Marketing Manager make at top companies?
The national average salary for a Marketing Manager in the United States is $95,183 per year or $46 per hour. Those in the bottom 10 percent make under $57,000 a year, and the top 10 percent make over $156,000.

Real Marketing Manager Salaries

Job Title Company Location Start Date Salary
Marketing Manager Ck3 LLC New York, NY Feb 12, 2015 $212,707
Marketing Manager Butterfields Butter Rocky Mount, NC Apr 03, 2016 $208,700
Manager, Marketing Planning and Analysis Netflix, Inc. Los Gatos, CA Jul 11, 2015 $195,000
Manager, Marketing Planning and Analysis Netflix, Inc. Los Gatos, CA Jan 06, 2016 $195,000
PSS Life Cycle Marketing Manager Hewlett Packard Enterprise Company Sunnyvale, CA May 26, 2016 $187,907
Marketing Manager Apple Inc. Cupertino, CA Jun 14, 2016 $187,907
Manager, Marketing Planning and Analysis Netflix, Inc. Los Gatos, CA Aug 08, 2016 $187,907
Marketing Manager (Bilingual) Pinehills Properties LLC McLean, VA Aug 26, 2016 $186,701
Marketing Manager Droga5, LLC New York, NY Nov 17, 2016 $185,224
Marketing Manager EMBY International Inc. New York, NY Sep 21, 2016 $185,000
Marketing Manager Ericsson Inc. Mountain View, CA Feb 25, 2016 $183,789
Marketing Manager State Farm Insurance Vienna, VA Jun 16, 2015 $183,726
Sports Marketing Manager Red Bull North America, Inc. Chicago, IL Jul 07, 2016 $182,174
Marketing Manager Ecolab Inc. Saint Paul, MN Jun 06, 2016 $114,330
Marketing Manager Ecolab Inc. Saint Paul, MN Aug 31, 2015 $114,330
Marketing Manager Amgen Inc. Thousand Oaks, CA Jun 01, 2015 $114,075
Marketing Manager General Mills, Inc. Minneapolis, MN Jan 25, 2016 $114,000 -
$125,000
Marketing Manager General Mills, Inc. Minneapolis, MN Apr 28, 2016 $114,000 -
$125,000
Marketing Manager General Mills, Inc. Minneapolis, MN Jan 03, 2016 $114,000 -
$125,004
Marketing Manager General Mills, Inc. Minneapolis, MN Jun 30, 2016 $114,000 -
$125,004
Marketing Manager General Mills, Inc. Minneapolis, MN Jun 28, 2016 $114,000 -
$125,004
Marketing Manager Saturn Wireless Consulting, LLC Hoboken, NJ Jun 28, 2016 $93,748
Marketing Manager Saturn Wireless Consulting, LLC Hoboken, NJ Jan 25, 2016 $93,748
Marketing Manager Saturn Wireless Consulting, LLC Hoboken, NJ Feb 20, 2016 $93,748
Marketing Manager Public Media Distribution LLC Arlington, VA Dec 11, 2016 $93,610
Programmatic Marketing Manager (International) Kayak Software Corporation Cambridge, MA Sep 09, 2016 $93,517 -
$110,000
Programmatic Marketing Manager (International) Kayak Software Corporation Cambridge, MA Aug 27, 2016 $93,517 -
$110,000
Marketing Manager Zansors, LLC. McLean, VA Sep 15, 2016 $93,268

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Top Skills for A Marketing Manager

  1. Company Website
  2. Strategic Plan
  3. Email
You can check out examples of real life uses of top skills on resumes here:
  • Maintained and streamlined company websites and databases, researched solution providers for improved efficiency, and performed cost benefit analyses.
  • Collaborate with sales and sourcing to develop strategic partnership activities and implement the execution framework and strategic plan on identified opportunities.
  • Generated email blast for dissemination of confidentiality agreements and call for offers.
  • Identified and pursued content development opportunities, leveraging online collateral and blogs.
  • Identify and launch new products to drive differentiation and competitive advantage while significantly enhancing market share.

What is it like to work as a Marketing Manager

3.0

Director

May 18, 2019 on Zippia

What was your job title?

Marketing Manager.. Show More

What do you like the most about working as Marketing Manager?

Overseeing printing For direct mail. Packaging design Developing hot mail list... Show More

What do you NOT like?

Unreasonable deadlines... Show More

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Top 10 Best States for Marketing Managers

  1. Washington
  2. Oregon
  3. Connecticut
  4. Rhode Island
  5. California
  6. New York
  7. New Jersey
  8. Minnesota
  9. Michigan
  10. Arkansas
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Top Marketing Manager Employers

Jobs From Top Marketing Manager Employers

Marketing Manager Videos

Career Advice on becoming a Marketing Manager by Sarah S (Full Version)

A Day In The Life: Marketing Manager

Career Advice on becoming a Marketing Manager by Charles E (Full Version)

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