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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

  • $105,658

    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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Do you work as a Marketing Program Manager?

Marketing Program Manager Jobs

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Marketing Program Manager Career Paths

Marketing Program Manager
Manager, Channel Marketing
Director Of Channel Marketing
12 Yearsyrs
Marketing Director
Director Of Consumer Marketing
11 Yearsyrs
Market Development Manager Manager, Field Marketing
Director Of Field Marketing
11 Yearsyrs
Senior Project Manager Senior Manager Of Marketing
Director Of Marketing Services
9 Yearsyrs
Senior Product Manager Director Of Strategy
Director Of Strategy & Marketing
6 Yearsyrs
Online Marketing Manager
Director, Online Marketing
8 Yearsyrs
Manager, Field Marketing Brand Manager
Global Brand Manager
9 Yearsyrs
Brand Manager Product Marketing Manager
Global Product Marketing Manager
9 Yearsyrs
Marketing Manager Account Director
Group Account Director
10 Yearsyrs
Senior Project Manager Account Director
Integrated Marketing Director
8 Yearsyrs
Marketing Director
Marketing Operations Director
8 Yearsyrs
Marketing Manager Marketing Director
Marketing Vice President
10 Yearsyrs
Manager, Field Marketing Marketing Manager
Partner Marketing Manager
7 Yearsyrs
Senior Manager Of Marketing Marketing Director
Regional Marketing Director
7 Yearsyrs
Product Marketing Manager Manager, Channel Marketing
Senior Channel Manager
11 Yearsyrs
Senior Manager Of Marketing Director, Product Marketing
Senior Director, Product Marketing
13 Yearsyrs
Business Development Manager Senior Manager Of Marketing
Senior Manager-Digital Marketing
10 Yearsyrs
Corporate Marketing Manager Product Marketing Manager
Solutions Marketing Manager
9 Yearsyrs
Product Marketing Manager
Strategic Marketing Manager
8 Yearsyrs
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Do you work as a Marketing Program Manager?

Help others decide if this is a good career for them

Average Length of Employment
Marketing Manager 2.9 years
Marketing Lead 2.3 years
Top Employers Before
Internship 2.4%
Manager 2.3%
Consultant 2.3%
Top Employers After
Consultant 4.2%
Manager 2.4%

Do you work as a Marketing Program Manager?

Marketing Program Manager Demographics

Gender

Female

60.3%

Male

37.7%

Unknown

1.9%
Ethnicity

White

61.2%

Hispanic or Latino

14.4%

Black or African American

10.4%

Asian

10.1%

Unknown

3.9%
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Foreign Languages Spoken

Spanish

42.0%

French

15.0%

German

6.8%

Mandarin

5.3%

Chinese

4.8%

Portuguese

4.3%

Italian

3.9%

Japanese

2.9%

Cantonese

2.4%

Arabic

1.9%

Dutch

1.4%

Russian

1.4%

Swahili

1.0%

Turkish

1.0%

Korean

1.0%

Hungarian

1.0%

Vietnamese

1.0%

Carrier

1.0%

Persian

1.0%

Hebrew

1.0%
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Marketing Program Manager Education

Schools

San Jose State University

12.0%

University of Phoenix

10.3%

University of Texas at Austin

10.1%

University of Washington

5.9%

Santa Clara University

5.4%

Northeastern University

5.4%

Michigan State University

5.2%

University of California - Berkeley

4.9%

San Diego State University

4.2%

George Washington University

3.9%

Northwestern University

3.7%

Arizona State University

3.7%

San Francisco State University

3.4%

Stanford University

3.2%

University of Missouri - Columbia

3.2%

University of Oregon

3.2%

Boston University

3.2%

University of Arizona

3.2%

Texas A&M University

2.9%

University of Kansas

2.9%
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Majors

Business

29.5%

Marketing

24.8%

Communication

8.6%

Management

5.8%

English

3.1%

Finance

3.0%

Journalism

2.9%

Project Management

2.5%

Psychology

2.5%

Public Relations

2.3%

Advertising

2.1%

Economics

1.9%

Political Science

1.7%

Graphic Design

1.6%

Computer Science

1.6%

Education

1.5%

Electrical Engineering

1.2%

Sociology

1.2%

Liberal Arts

1.1%

International Business

1.0%
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Degrees

Bachelors

50.0%

Masters

33.1%

Other

9.6%

Certificate

3.7%

Associate

2.0%

Doctorate

1.3%

Diploma

0.3%

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 & 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

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  1. Web
  2. Strategy
  3. Online
You can check out examples of real life uses of top skills on resumes here:
  • Increase collaboration and productivity for internal and external stakeholders, and decrease web-project development-to-production time as a result.
  • Developed full product line strategy that facilitated worldwide distribution via Xerox Corporation and delivered $80 Million in estimated annual sales.
  • Collaborated with key cross-functional teams across organization on e-business strategies and online initiatives.
  • Develop strategies for acquiring net new customers and consumer nurturing campaigns via email communications segmented by user behaviors.
  • Managed marketing programs for global channels including international product launches, product reviews and communication plans for global channel partners.

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Top 10 Best States for Marketing Program Managers

  1. New York
  2. California
  3. Virginia
  4. Colorado
  5. New Jersey
  6. Rhode Island
  7. Delaware
  8. Washington
  9. District of Columbia
  10. Arkansas
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Top Marketing Program Manager Employers

Jobs From Top Marketing Program Manager Employers

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