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Become An Online Marketing Manager

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Working As An Online 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

  • $94,058

    Average Salary

What Does An Online 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.

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 An Online 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.

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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Online Marketing Manager Videos

What I Do - Siobhán Hasner, Online Marketing Manager

What does a marketing manager do?

Online Marketing Manager

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Online Marketing Manager Career Paths

Online Marketing Manager
Media Manager Advertising Manager
Direct Marketing Manager
6 Yearsyrs
Digital Marketing Manager Marketing Director
Director Of Consumer Marketing
11 Yearsyrs
Marketing Director
Director Of Digital Marketing
10 Yearsyrs
Senior Manager Director Of Strategy
Director Of Digital Strategy
11 Yearsyrs
Director, Online Marketing E-Commerce Director
Director Of Ecommerce
10 Yearsyrs
Senior Product Manager Director Of Strategy
Director Of Strategy & Marketing
6 Yearsyrs
Senior Online Marketing Manager Senior Manager Of Marketing
Director, Online Marketing
8 Yearsyrs
Internet Marketing Manager Internet Sales Manager
E-Commerce Director
8 Yearsyrs
Interactive Marketing Manager Ecommerce Marketing Manager
Ecommerce Manager
7 Yearsyrs
Product Manager Product Marketing Manager
Global Product Marketing Manager
9 Yearsyrs
Senior Manager Of Marketing Account Director
Integrated Marketing Director
8 Yearsyrs
Marketing Communications Manager Marketing Manager/Project Manager
Internet Marketing Manager
5 Yearsyrs
Account Director Creative Director
Marketing And Creative Director
7 Yearsyrs
Marketing Communications Manager Marketing Program Manager
Marketing Campaign Manager
5 Yearsyrs
Marketing Director Senior Director Of Marketing
Marketing Vice President
10 Yearsyrs
Product Manager Marketing Manager
Partner Marketing Manager
7 Yearsyrs
Senior Manager Of Marketing Marketing Director
Senior Director Of Marketing
12 Yearsyrs
Digital Marketing Manager
Senior Manager-Digital Marketing
10 Yearsyrs
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Do you work as an Online Marketing Manager?

Help others decide if this is a good career for them

Average Length of Employment
Marketing Manager 2.9 years
Top Careers Before Online Marketing Manager
Internship 5.9%
Owner 4.3%
Manager 4.1%
Top Careers After Online Marketing Manager
Manager 4.0%
Consultant 3.4%
Owner 3.3%
Director 3.3%

Do you work as an Online Marketing Manager?

Online Marketing Manager Demographics

Gender

Male

52.4%

Female

44.7%

Unknown

2.9%
Ethnicity

White

57.9%

Hispanic or Latino

15.5%

Asian

12.0%

Black or African American

9.9%

Unknown

4.6%
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Foreign Languages Spoken

Spanish

34.6%

French

16.5%

Chinese

9.0%

Portuguese

7.5%

Mandarin

7.5%

Italian

5.3%

Japanese

4.5%

German

3.0%

Korean

3.0%

Cantonese

2.3%

Swedish

0.8%

Welsh

0.8%

Hungarian

0.8%

Greek

0.8%

Romanian

0.8%

Icelandic

0.8%

Russian

0.8%

Danish

0.8%

Thai

0.8%
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Online Marketing Manager Education

Schools

University of Texas at Austin

10.2%

University of Phoenix

10.2%

University of California - Los Angeles

9.0%

University of California - Berkeley

4.5%

San Francisco State University

4.5%

Pennsylvania State University

4.5%

Georgia State University

4.5%

George Mason University

4.5%

San Jose State University

4.5%

University of Washington

4.5%

Boston University

4.5%

Southern Connecticut State University

4.0%

University of Maryland - College Park

4.0%

Arizona State University

4.0%

Santa Clara University

4.0%

American InterContinental University

4.0%

University of Florida

4.0%

University of Massachusetts Amherst

4.0%

New York University

3.4%

Brigham Young University

3.4%
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Majors

Marketing

25.2%

Business

23.1%

Communication

9.5%

Management

5.3%

English

4.3%

Journalism

3.5%

Public Relations

3.1%

Psychology

3.0%

Economics

2.6%

Graphic Design

2.4%

Computer Science

2.3%

Writing

2.3%

Fine Arts

2.2%

Finance

2.1%

Advertising

2.1%

Political Science

1.9%

Information Technology

1.3%

History

1.3%

Computer Information Systems

1.3%

Accounting

1.2%
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Degrees

Bachelors

55.1%

Masters

24.6%

Other

12.8%

Certificate

3.8%

Associate

2.5%

Doctorate

0.7%

License

0.3%

Diploma

0.2%
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Online Marketing Manager Videos

What I Do - Siobhán Hasner, Online Marketing Manager

What does a marketing manager do?

Online Marketing Manager

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Part Time
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Real Online Marketing Manager Salaries

Job Title Company Location Start Date Salary
Online Marketing Manager Hivecity, Inc. La Mirada, CA Nov 20, 2014 $162,240
Online Marketing Manager Credit Sesame, Inc. Mountain View, CA Aug 03, 2015 $135,000
Online Marketing Manager Belcaro Group, Inc. Greenwood Village, CO May 20, 2013 $135,000
Online Marketing Manager Theladders.Com, Inc. New York, NY Oct 05, 2010 $130,000
Online Merchant Marketing Manager Artemis Tech LLC Union City, CA Oct 15, 2015 $120,000
Online Marketing Manager Microsoft Corporation Redmond, WA Jul 02, 2012 $119,000
Marketing Manager, Online Marketing Wal-Mart Associates, Inc. San Bruno, CA May 14, 2015 $110,000
Manager, Online Marketing Veritas Technologies LLC Mason City, IA Sep 13, 2016 $106,015
Online Marketing Manager JS America Inc. Bergenfield, NJ Jan 03, 2014 $105,268
Online Marketing Manager Taskrabbit, Inc. San Francisco, CA Feb 17, 2014 $105,000
Online Marketing Manager Microsoft Corporation Fort Lauderdale, FL Sep 29, 2010 $105,000
Online Marketing Manager-Cross Sell Match.Com LLC New York, NY Jun 18, 2012 $105,000
Manager, Online Marketing Discover Bank Riverwoods, IL May 27, 2016 $103,000
Online Marketing Manager Down Under Answers Bellevue, WA Mar 16, 2014 $91,500
Online Marketing Manager Bloomberg, LP New York, NY Dec 12, 2010 $90,000
Online Marketing Manager (SOC Code .10) Optima Tax Relief, LLC Santa Ana, CA Dec 18, 2013 $90,000
Online Marketing Manager Levy Online Las Vegas, NV Aug 30, 2015 $90,000
Online Fashion Marketing Manager Convicts, LLC New York, NY Oct 19, 2015 $89,741
Online Marketing Manager JS America Inc. Bergenfield, NJ Jan 03, 2011 $88,322
Online Marketing Manager Aconex (North America) Inc. San Francisco, CA Dec 14, 2010 $87,637
Online Marketing Manager, Developers Facebook, Inc. Menlo Park, CA Jul 11, 2016 $87,372
Online Marketing Manager Freeborders San Jose, CA Sep 01, 2014 $78,957
Online Marketing and Network Manager Rebecca Fitzgerald Md Inc. Los Angeles, CA Apr 15, 2013 $76,500 -
$78,000
Online Marketing Manager WQN, Inc. Fort Lauderdale, FL Jan 15, 2012 $75,000
Online Marketing Manager WQN, Inc. Fort Lauderdale, FL Dec 15, 2011 $75,000
Online Marketing Manager Quamtel, Inc. Fort Lauderdale, FL Dec 01, 2011 $75,000
Online Marketing Manager Replacements, Ltd. Greensboro, NC Oct 01, 2009 $74,422
Online Marketing Manager Publishers Clearing House, LLC Port Washington, NY Feb 07, 2014 $73,500

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Top Skills for An Online Marketing Manager

  1. Search Engine Optimization
  2. Web Traffic
  3. Email
You can check out examples of real life uses of top skills on resumes here:
  • Designed and implemented search engine optimization programs.
  • Leveraged Google technologies to tie mobile web traffic to retail store traffic/sales to identify additional opportunities for investment.
  • Assisted email marketing campaign manager with process improvements.
  • Designed campaigns with digital marketing, content strategy, and branding across social media.
  • Apply web analytics to determine efficacy of individual marketing campaigns across multiple channels.

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Top 10 Best States for Online Marketing Managers

  1. New York
  2. Colorado
  3. California
  4. Rhode Island
  5. New Jersey
  6. Virginia
  7. Delaware
  8. Washington
  9. District of Columbia
  10. Pennsylvania
  • (2,646 jobs)
  • (823 jobs)
  • (6,559 jobs)
  • (163 jobs)
  • (1,136 jobs)
  • (959 jobs)
  • (98 jobs)
  • (1,167 jobs)
  • (281 jobs)
  • (929 jobs)

Top Online Marketing Manager Employers

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Jobs From Top Online Marketing Manager Employers

Online Marketing Manager Videos

What I Do - Siobhán Hasner, Online Marketing Manager

What does a marketing manager do?

Online Marketing Manager

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