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What does a Marketing Program Manager do?

Updated January 8, 2025
8 min read
Quoted Expert
Joseph Shields
What does a Marketing Program Manager do

The job of marketing program managers is to create marketing campaigns for a company's programs and products. They often work closely with the sales and advertising managers and assist in developing pricing strategy and monitoring marketing trends. As a marketing program manager, you are responsible for implementing programs that aim to maximize business revenue. Other duties may include maintaining the segmentation of marketing database, participating in the evaluation of marketing technology, and analyzing the performance of webinars, emails, and campaigns.

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Marketing program manager responsibilities

Here are examples of responsibilities from real marketing program manager resumes:

  • Achieve designation as a center of excellence with manage care organizations, Medicare and Medicaid.
  • Manage RFP solicitation and response process.
  • Manage multiple initiatives using digital media, SEM, social media, inbound marketing and content distribution channels.
  • Manage MarCom programs with $250K annual budget for Philips HeartStart automate external defibrillator (a) business unit.
  • Manage major CRM implementation project for global aerospace company.
  • Lead marketing operations include integrating and administering Salesforce, HubSpot, InsideSales.com, and RainKing processes and mechanics.
  • Integrate messaging and produce``make it stick"content for SaaS, cloud and on-premise offerings.
  • Deliver successful new product launches by meeting with suppliers and internal stakeholders to coordinate plans for SEO and social media.
  • Direct SaaS go-to-market strategy for automotive eCommerce sites, launch SearchEnginuity PPC & SEO and SiteChauffeur (specials management) products.
  • Serve as sole seattle-base MarCom representative to global team.
  • Develop copy for mobile, online, and Facebook advertising.
  • Used these insights for hands-on content optimization, SEO, SEM and email campaign management, and website usability improvements.
  • Develop solution architecture and prototypes to support event tracking and CRM integration for cross-device consumer decision journeys.
  • Program execution include defining promotional offerings, developing supporting business cases, establishing ROI objectives and program metrics.
  • Develop marketing programs that support area sales goals, measure for effectiveness and report ROI to maximize marketing investments.

Marketing program manager skills and personality traits

We calculated that 14% of Marketing Program Managers are proficient in Digital Marketing, Project Management, and Marketing Campaigns. They’re also known for soft skills such as Creativity, Organizational skills, and Analytical skills.

We break down the percentage of Marketing Program Managers that have these skills listed on their resume here:

  • Digital Marketing, 14%

    Developed digital marketing strategy and manage the execution of social media activity for optimal thought leadership and in bound traffic generation.

  • Project Management, 7%

    Project management of Business Referral/B2B marketing program including strategy, budgeting and conceptualizing attention-grabbing dimensional mailings for direct mail packages.

  • Marketing Campaigns, 6%

    Delivered successful marketing communications by creating detailed marketing plans for the development and execution of strategic marketing campaigns for lead generation.

  • B2B Marketing, 5%

    Spearhead strategy and development of integrated, cross channel B2B marketing initiatives for both Acquisition and Retention segments.

  • Integrated Marketing, 5%

    Developed and executed strategic direction for several markets affecting branding positioning, market identification, integrated marketing, and public relation.

  • Salesforce, 3%

    Manage a large loyalty/portfolio initiative which spans stakeholders and 6 vendors, including Pitcher & SalesForce.com.

"digital marketing," "project management," and "marketing campaigns" are among the most common skills that marketing program managers use at work. You can find even more marketing program manager responsibilities below, including:

Creativity. To carry out their duties, the most important skill for a marketing program manager to have is creativity. Their role and responsibilities require that "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." Marketing program managers often use creativity in their day-to-day job, as shown by this real resume: "designed all creative advertising content development for e-marketing. "

Organizational skills. Another essential skill to perform marketing program manager duties is organizational skills. Marketing program managers responsibilities require that "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." Marketing program managers also use organizational skills in their role according to a real resume snippet: "results-oriented and creative marketing professional with excellent organizational, project management and customer service skills. "

Analytical skills. Another skill that relates to the job responsibilities of marketing program managers is analytical skills. This skill is critical to many everyday marketing program manager duties, as "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." This example from a resume shows how this skill is used: "advanced crm data management created and managed portals for cloud based program management and mining skills. "

Communication skills. For certain marketing program manager responsibilities to be completed, the job requires competence in "communication skills." The day-to-day duties of a marketing program manager rely on this skill, as "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." For example, this snippet was taken directly from a resume about how this skill applies to what marketing program managers do: "provided full program management and recruitment for the communications, media & entertainment board. "

Most common marketing program manager skills

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Compare different marketing program managers

Marketing program 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.

If we compare the average marketing program manager annual salary with that of a senior manager of marketing, we find that senior managers of marketing typically earn a $31,543 higher salary than marketing program managers make annually.While the two careers have a salary gap, they share some of the same responsibilities. Employees in both marketing program manager and senior manager of marketing positions are skilled in digital marketing, project management, and marketing campaigns.

There are some key differences in the responsibilities of each position. For example, marketing program manager responsibilities require skills like "program management," "powerpoint," "internal stakeholders," and "cloud security." Meanwhile a typical senior manager of marketing has skills in areas such as "sr," "patients," "strategic direction," and "customer acquisition." This difference in skills reveals the differences in what each career does.

Senior managers of marketing earn the highest salaries when working in the technology industry, with an average yearly salary of $126,981. On the other hand, marketing program managers are paid more in the transportation industry with an average salary of $93,811.senior managers of marketing tend to reach similar levels of education than marketing program managers. In fact, senior managers of marketing are 4.3% more likely to graduate with a Master's Degree and 0.0% less likely to have a Doctoral Degree.

Marketing program 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.

A career as a manager, field marketing brings a higher average salary when compared to the average annual salary of a marketing program manager. In fact, managers, field marketing salary is $6,489 higher than the salary of marketing program managers per year.Only some things about these jobs are the same. Take their skills, for example. Marketing program managers and managers, field marketing both require similar skills like "digital marketing," "project management," and "marketing campaigns" to carry out their responsibilities.

While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that marketing program manager responsibilities requires skills like "strong project management," "program management," "web content," and "kpis." But a manager, field marketing might use other skills in their typical duties, such as, "grass," "market trends," "social media marketing," and "sales management."

On average, managers, field marketing earn a higher salary than marketing program 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 program managers have higher pay in the transportation industry, with an average salary of $93,811.managers, field marketing earn lower levels of education than marketing program managers in general. They're 5.4% less likely to graduate with a Master's Degree and 0.0% less likely to earn a Doctoral Degree.

What technology do you think will become more important and prevalent for Marketing Program Managers in the next 3-5 years?

Joseph Shields

Assistant Professor of Management and Marketing, Carthage College

Anything internet related. The technology and tools are changing rapidly, so continuous learning will be essential for those who want to be successful in marketing. However, one thing that will not change is the data behind the tools and technology, which means those who have useful data analytical skills will be in high demand, regardless of the technology.

Marketing program 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.

On average, business development and marketing managers earn lower salaries than marketing program managers, with a $11,438 difference per year.Using the responsibilities included on marketing program managers and business development and marketing managers resumes, we found that both professions have similar skill requirements, such as "digital marketing," "project management," and "marketing campaigns.rdquo;

Some important key differences between the two careers include a few of the skills necessary to fulfill the responsibilities of each. Some examples from marketing program manager resumes include skills like "salesforce," "strong project management," "program management," and "email marketing," whereas a business development and marketing manager is more likely to list skills in "strategic partnerships," "revenue growth," "business development efforts," and "rfp. "

Business development and marketing managers make a very good living in the finance industry with an average annual salary of $88,175. On the other hand, marketing program managers are paid the highest salary in the transportation industry, with average annual pay of $93,811.business development and marketing managers typically earn similar educational levels compared to marketing program managers. Specifically, they're 1.1% more likely to graduate with a Master's Degree, and 0.4% more likely to earn a Doctoral Degree.

Marketing program manager vs. Marketing supervisor

Marketing Supervisors oversee the performance of employees in the marketing department. They ensure that the employees in the department adhere to company standards, policies, and guidelines. They create marketing campaigns, cascade these campaigns' mechanics to employees, and manage the follow-through. They also delegate tasks to their team members to ensure the achievement of the marketing goals. Marketing Supervisors should be creative, personable, and strategic. They should understand the company's context, market positioning, and branding to create campaigns that are in line with the company's identity.

Marketing supervisors average a lower salary than the annual salary of marketing program managers. The difference is about $22,503 per year.While their salaries may vary, marketing program managers and marketing supervisors both use similar skills to perform their duties. Resumes from both professions include skills like "digital marketing," "marketing campaigns," and "b2b marketing. "Each job also requires different skills to carry out their responsibilities. A marketing program manager uses "project management," "integrated marketing," "salesforce," and "strong project management." Marketing supervisors are more likely to have duties that require skills in "customer satisfaction," "customer service," "excellent interpersonal," and "payroll. "The retail industry tends to pay the highest salaries for marketing supervisors, with average annual pay of $77,363. Comparatively, the highest marketing program manager annual salary comes from the transportation industry.The average resume of marketing supervisors showed that they earn lower levels of education compared to marketing program managers. So much so that theyacirc;euro;trade;re 5.5% less likely to earn a Master's Degree and less likely to earn a Doctoral Degree by 0.4%.

Types of marketing program manager

Updated January 8, 2025

Zippia Research Team
Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

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