Become A Marketing Manager

Where do you want to work?

To get started, tell us where you'd like to work.

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

  • $81,245

    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.

Show More

Show Less

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.

Show More

Show Less

275 Marketing Manager jobs

Verizon Communications
Ashburn, VA
Contract & Account Based Marketing Manager

$81,245 Estimated

Verizon
Ashburn, VA
Contract & Account Based Marketing Manager

$81,245 Estimated

Anthem
Ashburn, VA
Manager Marketing-FEP-PS3525

$81,245 Estimated

Oracle
Ashburn, VA
Manager, Demand Generation and Digital Marketing - Oracle Energy and Utilities Global Marketing

$97,050 Estimated

Anthem
Ashburn, VA
Marketing Manager (Siebel Marketing Campaign Experience Required) - PS1055

$81,245 Estimated

Verizon Wireless
Ashburn, VA
Marketing Communications Manager

$85,765 Estimated

Verizon
Ashburn, VA
Marketing Communications Manager

$85,765 Estimated

Verizon Communications
Ashburn, VA
Digital Marketing Personalization Manager

$79,211 Estimated

Verizon
Ashburn, VA
Digital Marketing Personalization Manager

$79,211 Estimated

Verizon Communications
Ashburn, VA
Marketing Communications Manager

$85,765 Estimated

Anthem
Ashburn, VA
Marketing Communications Manager (Group Retiree Solutions) - 139884

$85,765 Estimated

Oracle
Ashburn, VA
Senior Manager, GTM IaaS Product Marketing, Oracle Cloud Business Group

$102,111 Estimated

Oracle
Ashburn, VA
Senior Event Marketing Manager, N.A. Marketing

$70,000 Estimated

National Contract Management Association
Ashburn, VA
Marketing Specialist Position

$45,000 Estimated

Springml
Ashburn, VA
Digital Marketing Intern

$62,150 Estimated

Abraxas Corporation
Ashburn, VA
Marketing Communications Representative

$45,000 Estimated

Oracle
Ashburn, VA
Field Marketing Specialist, N.A. Marketing

$69,780 Estimated

Oracle
Ashburn, VA
Oracle Utilties - Content Marketing Specialist

$45,000 Estimated

Oracle
Ashburn, VA
Digital Marketing Specialist 3

$53,000 Estimated

Oracle
Ashburn, VA
Field Marketing Specialist 2

$69,780 Estimated

Add To My Jobs

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
Marketing Manager, Sharing Economy Solutions First Advantage Corporation Saint Petersburg, FL Jan 08, 2016 $200,000
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
Senior Marketing Manager Apple Inc. Cupertino, CA Aug 17, 2015 $190,000 -
$210,000
Global Marketing Manager (Skincare) Coty Inc. New York, NY Sep 28, 2016 $190,000
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
PSS Life Cycle Marketing Manager Hewlett Packard Enterprise Company Sunnyvale, CA May 26, 2016 $187,907
Show More

Top Skills for A Marketing Manager

CompanyWebsiteStrategyNewProductDevelopmentOnlineEmailCampaignsRevenueGrowthFacebookTradeShowsPressReleasesMarketResearchProductLineTwitterROINewProductLaunchesCustomerServiceBusinessDevelopmentCRMInternetMarketShareWebContent

Show More

Top Marketing Manager Skills

  1. Company Website
  2. Strategy
  3. New Product Development
You can check out examples of real life uses of top skills on resumes here:
  • Work closely with the owners and creating specials Create and maintain social media presence Maintain company website
  • Develop annual strategy and concrete milestones to ensure that marketing goals, along with systemwide placement goals are achieved.
  • Reviewed and staffed new product development.
  • Created a plan to expand to online advertising and booking for the Lodge with the owner.
  • Created, executed and managed outbound demand generation programs including direct mail, email campaigns, telemarketing and banner ads.

Top Marketing Manager Employers

What Kind Of Companies Hire a Marketing Manager

  1. Microsoft
  2. Verizon Wireless
  3. At&T
  4. Hewlett Packard
  5. Sprint
  6. Pepsico
  7. Cisco Systems
  8. IBM
  9. T-Mobile
  10. 3M
What type of job are your looking for?
Full Time
Part Time
Internship
Temporary

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)