What does a marketing manager do?
Marketing managers are experienced employees who oversee the marketing department of the organization. They manage activities such as marketing campaigns, social media postings, company branding, and other strategic marketing activities. They provide strategic direction and come up with departmental goals. They also provide proper training for employees in the department to ensure that they have a deep understanding of its marketing tools. Marketing managers should be creative, should have good interpersonal skills, and should be flexible.
Marketing manager responsibilities
Here are examples of responsibilities from real marketing manager resumes:
- 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 . )
- Utilize SalesForce daily to update and follow up on the sales team's leads and clients.
- Manage various day-to-day projects for small e-commerce startup including constructing wine storage shelves and fulfilling club shipments.
- Utilize the company's Facebook, Instagram, and YouTube pages for marketing and market research purposes which includes managing advertisements.
- Create a comprehensive social media approach, including Facebook, twitter and on-line media and presence in key digital spaces.
- Create marketing materials, sales and special offers and develop website, online shopping and email marketing, SEO and SEM.
- Design and develop marketing collateral using PhotoShop and InDesign.
- Create WordPress website and marketing strategy.
- Design and build focused website using WordPress platform.
- Cloud is a small, venture-fund software company.
- Bring operations and reporting into online cloud base systems.
- Keep up with Topgolf twitter and any other social media outlet
Marketing manager skills and personality traits
We calculated that 14% of Marketing Managers are proficient in Digital Marketing, Marketing Campaigns, and Project Management. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Marketing Managers that have these skills listed on their resume here:
- Digital Marketing, 14%
Performed or facilitated training for staff including website management, website optimization, effective communications with the customers through digital marketing.
- Marketing Campaigns, 7%
Developed comprehensive sales and marketing campaigns through media planning and marketing research and analysis to increase profitability throughout the NE market.
- Project Management, 4%
Developed marketing strategies and tactical execution for home equity products and provided project management to checking and debit card marketing programs.
- Integrated Marketing, 4%
Collaborated inter-departmentally to develop integrated marketing programs across multiple communication channels.
- Email Marketing, 4%
Manage marketing/advertising department for $30m/yr company Manage marketing staff to achieve measurable results Web Development/Management Email Marketing Sales/Lead Funnel Management
- CRM, 3%
Facilitated the development, execution and management of CRM marketing activities, including e-marketing programs and strategies, and campaign management.
Common skills that a marketing manager uses to do their job include "digital marketing," "marketing campaigns," and "project management." You can find details on the most important marketing manager responsibilities below.
Analytical skills. To carry out their duties, the most important skill for a marketing manager to have is analytical skills. Their role and responsibilities require that "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Marketing managers often use analytical skills in their day-to-day job, as shown by this real resume: "web optimization using a/b testing and historical data to improve pricing, design and messaging, increasing clicks and conversion rates. "
Communication skills. Many marketing manager duties rely on 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," so a marketing manager will need this skill often in their role. This resume example is just one of many ways marketing manager responsibilities rely on communication skills: "manage marketing team with all physician communications including; content development, branding and internal and external messaging. "
Creativity. Another skill that relates to the job responsibilities of marketing managers is creativity. This skill is critical to many everyday marketing manager duties, as "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." This example from a resume shows how this skill is used: "manage execution of a/b testing of ad creative, email creative, website creative and landing pages. "
Interpersonal skills. A big part of what marketing managers do relies on "interpersonal skills." You can see how essential it is to marketing manager responsibilities because "managers must deal with a range of people in different roles, both inside and outside the organization." Here's an example of how this skill is used from a resume that represents typical marketing manager tasks: "selected skills: social media and networking event planning interpersonal management content marketing audio/video marketing print and design marketing"
Organizational skills. A commonly-found skill in marketing manager job descriptions, "organizational skills" is essential to what marketing managers do. Marketing manager responsibilities rely on this skill because "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." You can also see how marketing manager duties rely on organizational skills in this resume example: "managed content development and implementation of internal campaigns with oversight of editorial, brand, creative, and organizational rollout. "
The three companies that hire the most marketing managers are:
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Compare different marketing managers
Marketing manager vs. Senior manager of marketing
A senior manager of marketing is responsible for monitoring the organization's marketing staff, reviewing and approving marketing campaigns, and identifying strategies to improve services that would generate more revenues and increase its profitability. The senior manager of marketing evaluates the current market trends to meet consumers' demands and organizes techniques to sell products and services to the target audience. They lead the development of promotional offers and brand awareness, interpret sales data, and monitor the marketing processes' progress.
There are some key differences in the responsibilities of each position. For example, marketing manager responsibilities require skills like "powerpoint," "strategic partnerships," "photoshop," and "graphic design." Meanwhile a typical senior manager of marketing has skills in areas such as "sr," "kpis," "patients," and "salesforce." This difference in skills reveals the differences in what each career does.
Senior managers of marketing tend to make the most money working in the technology industry, where they earn an average salary of $126,981. In contrast, marketing managers make the biggest average salary, $115,553, in the technology industry.On average, senior managers of marketing reach higher levels of education than marketing managers. Senior managers of marketing are 6.5% more likely to earn a Master's Degree and 0.2% more likely to graduate with a Doctoral Degree.Marketing manager vs. Manager, field marketing
A field marketing manager oversees a company's field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company's policies and regulations.
In addition to the difference in salary, there are some other key differences worth noting. For example, marketing manager responsibilities are more likely to require skills like "customer service," "powerpoint," "strong project management," and "google analytics." Meanwhile, a manager, field marketing has duties that require skills in areas such as "salesforce," "demand generation," "grass," and "social media marketing." These differences highlight just how different the day-to-day in each role looks.
On average, managers, field marketing earn a lower salary than marketing managers. Some industries support higher salaries in each profession. Interestingly enough, managers, field marketing earn the most pay in the technology industry with an average salary of $100,565. Whereas marketing managers have higher pay in the technology industry, with an average salary of $115,553.In general, managers, field marketing achieve similar levels of education than marketing managers. They're 3.3% less likely to obtain a Master's Degree while being 0.2% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for marketing managers in the next 3-5 years?
Dr. Gail Hudson Ph.D.
Director, College of Business Internship Program, Arkansas State University
Marketing manager vs. Business development and marketing manager
The business development and marketing manager is in charge of overseeing a company's marketing programs and projects. They primarily manage and coordinate teams, set goals and guidelines, organize budgets and timelines, conceptualize plans, and develop strategies to optimize operations. They may also liaise with clients and suppliers, streamline marketing materials, and train staff. Furthermore, as a manager, it is essential to lead and encourage the workforce to reach goals, all while enforcing the company's policies and regulations.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a marketing manager is likely to be skilled in "email marketing," "customer service," "strong project management," and "lead generation," while a typical business development and marketing manager is skilled in "revenue growth," "seo," "business development efforts," and "sales process."
Business development and marketing managers earn the best pay in the finance industry, where they command an average salary of $88,175. Marketing managers earn the highest pay from the technology industry, with an average salary of $115,553.Most business development and marketing managers achieve a similar degree level compared to marketing managers. For example, they're 3.2% more likely to graduate with a Master's Degree, and 0.6% more likely to earn a Doctoral Degree.Marketing manager vs. Marketing manager/project manager
A marketing manager/project manager oversees a company's marketing programs and projects, aiming to attract more customers and increase the brand value of a business, product, or service. They primarily perform market research and assessments to identify marketing trends and opportunities, gather and analyze data to generate business leads, study the consumer and competitors in the industry, and identify the weaknesses and strengths of existing marketing projects, utilizing information to enhance operations. Additionally, a marketing manager/project manager leads operations and empowers staff while implementing company policies and industry standards.
Even though a few skill sets overlap between marketing managers and marketing manager/project managers, there are some differences that are important to note. For one, a marketing manager might have more use for skills like "customer service," "lead generation," "strategic partnerships," and "marketing collateral." Meanwhile, some responsibilities of marketing manager/project managers require skills like "project scope," "seo," "status reports," and "internal clients. "
In general, marketing manager/project managers earn the most working in the technology industry, with an average salary of $95,863. The highest-paying industry for a marketing manager is the technology industry.marketing manager/project managers reach similar levels of education compared to marketing managers, in general. The difference is that they're 2.3% more likely to earn a Master's Degree, and 0.1% less likely to graduate with a Doctoral Degree.Types of marketing manager
Updated January 8, 2025
