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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

  • $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.


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.


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 Manager jobs

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Marketing Manager Career Paths

Marketing Manager
Product Marketing Manager Marketing Director
Chief Marketing Officer
10 Yearsyrs
Senior Product Manager Marketing Director
Director Of Communications And Marketing
9 Yearsyrs
Regional Sales Manager Regional Sales Director
Director Of Enterprise Sales
12 Yearsyrs
General Manager Account Executive
Director Of Sales
10 Yearsyrs
Business Development Manager Director Of Sales
Director Of Sales & Business Development
13 Yearsyrs
Sales Consultant Regional Sales Manager
Director Of Sales, Americas
13 Yearsyrs
Director Of Sales
Director, Strategic Accounts
13 Yearsyrs
Digital Marketing Manager Director Of Digital Marketing
E-Commerce Director
8 Yearsyrs
Regional Manager National Account Manager
Enterprise Account Manager
9 Yearsyrs
Writer And Editor Communications Manager
Manager Of Corporate Communications
8 Yearsyrs
Sales Consultant Marketing Consultant
Marketing Communications Manager
7 Yearsyrs
Marketing Director
7 Yearsyrs
Business Development Manager Marketing Consultant
Marketing Strategist
6 Yearsyrs
Marketing Director Business Developer
Marketing/Business Development
8 Yearsyrs
Regional Sales Manager National Account Manager
National Accounts Sales Manager
9 Yearsyrs
Operations Manager Regional Sales Manager
National Sales Director
10 Yearsyrs
National Account Manager Regional Sales Director
Sales Vice President
9 Yearsyrs
Senior Manager Senior Project Manager
Senior Product Manager
9 Yearsyrs
General Manager Director Of Sales
Senior Vice President, Sales
14 Yearsyrs
Director Of Sales
Vice President Of Sales & Operations
12 Yearsyrs
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Marketing Manager Demographics


  • Female

  • Male

  • Unknown



  • White

  • Hispanic or Latino

  • Asian

  • Unknown

  • Black or African American

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Languages Spoken

  • Spanish

  • French

  • Mandarin

  • Chinese

  • Portuguese

  • German

  • Italian

  • Japanese

  • Russian

  • Arabic

  • Korean

  • Cantonese

  • Hindi

  • Hebrew

  • Polish

  • Carrier

  • Vietnamese

  • Urdu

  • Dutch

  • Swedish

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Marketing Manager

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Marketing Manager Education

Marketing Manager

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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 Jan 06, 2016 $195,000
Manager, Marketing Planning and Analysis Netflix, Inc. Los Gatos, CA Jul 11, 2015 $195,000
Senior Marketing Manager Apple Inc. Cupertino, CA Aug 17, 2015 $190,000 -
Global Marketing Manager (Skincare) Coty Inc. New York, NY Sep 28, 2016 $190,000
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
Marketing Manager Apple Inc. Cupertino, CA Jun 14, 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 (Interactive Multichannel) Genentech, Inc. South San Francisco, CA Jun 11, 2015 $117,842 -
Marketing Manager Amgen Inc. Thousand Oaks, CA Jan 08, 2016 $117,839
Marketing Manager Amgen Inc. Thousand Oaks, CA Aug 08, 2016 $117,839
Marketing Manager Rolling Frito-Lay Sales LP Plano, TX Aug 31, 2016 $117,400
Marketing Manager U&I Import, Inc. Bergenfield, NJ Sep 25, 2015 $117,039
Marketing Manager Regal Wine Imports, Inc. Moorestown, NJ Jan 15, 2015 $117,018
Senior Marketing Manager Amgen Inc. Thousand Oaks, CA Jun 13, 2016 $117,000
WW Marketing Manager, Microbiology Becton, Dickinson and Company MD May 08, 2016 $117,000
Marketing Manager Populus Group Oakland, CA Sep 18, 2015 $98,131
Global Channel Marketing Manager Lenovo (United States) Inc. Chicago, IL Dec 09, 2016 $98,000 -
Manager, Marketing Effectiveness The Nielsen Company (Us), LLC Evanston, IL Aug 15, 2016 $98,000
Marketing Manager-API & Dosage Forms Jubilant Life Sciences USA Inc. Bedminster, NJ May 16, 2015 $97,920
Marketing Manager TTI Lexington, LLC Lexington, KY Aug 26, 2016 $97,380
Marketing Manager GDB International, Inc. New Brunswick, NJ Jun 01, 2016 $97,344
Marketing Managers Cisco Systems, Inc. Parkton, NC Jan 08, 2016 $97,282 -
Marketing Science Manager Ansira Partners, LLC Addison, TX Sep 18, 2015 $97,156

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Top Skills for A Marketing Manager


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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:
  • Maintained company website for available positions updates.
  • Developed and lead digital marketing strategy and optimization of web assets targeting international multi-channel market segments.
  • Reviewed and staffed new product development.
  • Designed attractive presentations for the promotional campaign of products through newspaper advertising and online marketing.
  • Created, executed and managed outbound demand generation programs including direct mail, email campaigns, telemarketing and banner ads.

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)