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Become A Marketing Program Manager

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Working As A Marketing Program 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

  • $96,179

    Average Salary

What Does A Marketing Program 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 Program 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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Marketing Program Manager jobs

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Marketing Program Manager Career Paths

Marketing Program Manager
Senior Project Manager Vice President, Business Development
Chief Marketing Officer
10 Yearsyrs
Senior Project Manager Marketing Director
Director Of Communications And Marketing
9 Yearsyrs
Marketing Manager General Manager
Director Of Sales
10 Yearsyrs
Marketing Director Director Of Sales
Director Of Sales, Americas
13 Yearsyrs
Senior Manager Communications Director
Director, Corporate Communications
10 Yearsyrs
General Manager Business Developer
Director, Strategic Accounts
13 Yearsyrs
Senior Manager Of Marketing Director Of Digital Marketing
E-Commerce Director
8 Yearsyrs
Brand Manager National Account Manager
Enterprise Account Manager
9 Yearsyrs
Business Development Manager Communications Manager
Manager Of Corporate Communications
8 Yearsyrs
Senior Product Manager Marketing Consultant
Marketing Communications Manager
7 Yearsyrs
Marketing Manager Senior Product Manager
Marketing Director
7 Yearsyrs
Business Development Manager Marketing Consultant
Marketing Manager
6 Yearsyrs
Event Manager Account Supervisor
Marketing Strategist
6 Yearsyrs
Marketing Director Business Developer
Marketing/Business Development
8 Yearsyrs
Director Of Sales And Marketing Regional Sales Director
Sales Vice President
9 Yearsyrs
Senior Manager Senior Project Manager
Senior Product Manager
9 Yearsyrs
General Manager Account Manager
Strategic Accounts Manager
9 Yearsyrs
Office Manager Account Manager
Territory Account Manager
8 Yearsyrs
Business Developer Vice President, Business Development
Vice President & Sales Manager
9 Yearsyrs
Senior Manager Of Marketing Director Of Sales
Vice President Of Sales & Operations
12 Yearsyrs
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Average Length of Employment
Product Manager 3.4 years
Program Manager 3.4 years
Marketing Manager 3.1 years
Marketing Director 3.1 years
Marketing Officer 2.5 years
Marketing Lead 2.4 years
Head Of Marketing 2.3 years
Strategist 2.1 years
Marketing Analyst 2.1 years
Top Employers Before
Internship 2.2%
Top Employers After
Consultant 2.8%

Marketing Program Manager Demographics

Gender

Female

60.5%

Male

37.6%

Unknown

1.9%
Ethnicity

White

79.1%

Asian

10.1%

Hispanic or Latino

8.4%

Unknown

1.5%

Black or African American

0.8%
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Languages Spoken

Spanish

39.8%

French

14.5%

Mandarin

6.6%

German

6.6%

Chinese

5.4%

Portuguese

4.8%

Japanese

3.0%

Cantonese

3.0%

Arabic

2.4%

Dutch

1.8%

Russian

1.8%

Italian

1.8%

Swahili

1.2%

Vietnamese

1.2%

Hungarian

1.2%

Turkish

1.2%

Carrier

1.2%

Persian

1.2%

Korean

0.6%

Hebrew

0.6%
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Marketing Program Manager Education

Schools

San Jose State University

12.5%

University of Texas at Austin

11.3%

University of Phoenix

10.1%

Northeastern University

5.3%

Santa Clara University

5.0%

University of Washington

5.0%

Michigan State University

4.5%

San Francisco State University

4.5%

University of California - Berkeley

4.2%

Arizona State University

4.2%

Northwestern University

3.9%

San Diego State University

3.9%

George Washington University

3.6%

Stanford University

3.6%

University of Kansas

3.3%

University of Oregon

3.3%

Florida State University

3.3%

University of Missouri - Columbia

3.0%

Southern New Hampshire University

3.0%

University of Arizona

3.0%
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Majors

Business

28.9%

Marketing

25.5%

Communication

8.7%

Management

5.7%

English

3.2%

Journalism

3.0%

Finance

2.8%

Public Relations

2.6%

Psychology

2.6%

Project Management

2.3%

Advertising

2.1%

Political Science

1.7%

Graphic Design

1.7%

Computer Science

1.5%

Economics

1.5%

Education

1.5%

Liberal Arts

1.2%

Electrical Engineering

1.2%

International Business

1.1%

Sociology

1.1%
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Degrees

Bachelors

50.8%

Masters

31.9%

Other

9.7%

Certificate

3.9%

Associate

2.2%

Doctorate

1.0%

Diploma

0.4%

License

0.1%
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Job type you want
Full Time
Part Time
Internship
Temporary

Real Marketing Program Manager Salaries

Job Title Company Location Start Date Salary
Marketing Programs Manager 2 Symantec Corporation Mountain View, CA Aug 12, 2015 $141,820
Program Manager Search Marketing EBAY Mobile Labs, Inc. San Jose, CA Apr 20, 2015 $137,647
Program Manager Search Marketing EBAY Mobile Labs, Inc. San Jose, CA Apr 09, 2015 $134,290
Marketing Program Manager Medtronic, Inc. Sunnyvale, CA Sep 26, 2011 $130,735
Program Manager Search Marketing Critical Path Consulting, Inc. San Jose, CA Dec 24, 2012 $130,000
Marketing Program Manager Nokia Inc. Sunnyvale, CA Oct 01, 2013 $126,287
Marketing Program Manager Applied Materials, Inc. Santa Clara, CA Nov 06, 2013 $123,002 -
$162,500
Manager, Marketing Programs 2 Bill Me Later, Inc. Timonium, MD May 16, 2014 $122,400
Intl Licensing Program Marketing MGR Kingsdown, Incorporated Mebane, NC Feb 15, 2010 $121,500
Intl Licensing Program Marketing MGR Kingsdown, Incorporated Mebane, NC Feb 14, 2012 $121,500
Marketing Program Manager Bloomberg, LP New York, NY Jan 01, 2014 $118,500
Marketing Program Manager Nokia Inc. Mountain View, CA Oct 01, 2010 $115,000
Marketing Program Manager Bloomberg, LP New York, NY Jan 23, 2012 $115,000
Marketing Programs Manager, Latin America Apple Inc. Cupertino, CA Aug 06, 2014 $115,000 -
$135,000
Marketing Programs Manager, Latin America Illumina San Diego, CA Jun 14, 2016 $114,629 -
$134,000
Program Marketing Manager Staples, Inc. Framingham, MA May 16, 2016 $111,297
Music and Entertainment Marketing Programs Manager Apple Inc. Cupertino, CA Sep 28, 2010 $110,005
Manager, Marketing Programs 1 Paypal, Inc. San Jose, CA Aug 03, 2016 $110,000
Program Manager II .10 Search Marketing Strategists) Zulily, LLC Seattle, WA Sep 19, 2016 $108,000
Product Marketing Program Manager Vidyo Inc. Hackensack, NJ Oct 15, 2012 $90,000
Marketing Programs Development Manager II Bank of America N.A. New York, NY Sep 22, 2014 $90,000 -
$110,000
Marketing Programs Development Manager II Bank of America N.A. New York, NY Oct 06, 2014 $90,000 -
$110,000
Program Manager, Marketing Analytics Liberty Mutual Group, Inc. Boston, MA Aug 30, 2013 $89,357 -
$126,600
Integrated Marketing Programs Manager Applied Materials, Inc. Santa Clara, CA Nov 29, 2009 $87,298 -
$89,007
Program Manager-Marketing Operations Dataxu Inc. Boston, MA Sep 16, 2013 $87,069 -
$114,566
Marketing Manager-Marketing Leadership Program W. R. Grace &Amp; Co. Cambridge, MA Sep 13, 2010 $85,000
Program Marketing Manager Staples, Inc. Framingham, MA May 16, 2013 $85,000

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Top Skills for A Marketing Program Manager

WebContentStrategyNewProductLaunchesOnlineEmailCampaignsROIGoogleAnalyticsTradeShowsBusinessUnitsProductLineProjectManagementBusinessDevelopmentCRMDemandGenerationMarketResearchInternalStakeholdersSalesforceProgramManagementSEOSalesTools

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Top Marketing Program Manager Skills

  1. Web Content
  2. Strategy
  3. New Product Launches
You can check out examples of real life uses of top skills on resumes here:
  • Led web content strategy and development, branding, and campaign implementation for RF/Wireless & Power Management distributor.
  • Defined and managed the customer contact strategy for national distributors and the acquisition strategy for new distributor members
  • Created and executed strategic marketing plans for new product launches, promotional campaigns, training events and seminars.
  • Implemented new processes for providing current and prospective customers a rich and efficient online experience.
  • Created and implemented new Quality Assurance process for rolling out email campaigns during onboarding process for the company.

Top Marketing Program Manager Employers

Marketing Program Manager Videos

A Day In The Life: Marketing Manager

A Day in the Life of a Project Manager

Career Advice on becoming a Business Development Manager by Victoria P (Full Version)

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