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Job outlook for senior managers of marketing in the United States
Senior manager of marketing job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected senior manager of marketing job growth rate is 10% from 2018-2028.
About 33,700 new jobs for senior managers of marketing are projected over the next decade.
Senior manager of marketing salaries have increased 8% for senior managers of marketing in the last 5 years.
There are over 87,807 senior managers of marketing currently employed in the United States.
There are 109,064 active senior manager of marketing job openings in the US.
The average senior manager of marketing salary is $118,350.
Are senior manager of marketing jobs in demand?
Senior manager of marketing job and salary trends over time
Senior manager of marketing jobs over time
Senior manager of marketing job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 87,807 | 0.03% |
| 2020 | 85,103 | 0.03% |
| 2019 | 83,214 | 0.02% |
| 2018 | 76,072 | 0.02% |
| 2017 | 69,588 | 0.02% |
Average senior manager of marketing salary over time
Senior manager of marketing salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2026 | $118,350 | $56.90 | +3.9% |
| 2025 | $113,922 | $54.77 | +1.9% |
| 2024 | $111,791 | $53.75 | +1.6% |
| 2023 | $110,076 | $52.92 | +0.8% |
| 2022 | $109,202 | $52.50 | +1.9% |
Senior manager of marketing jobs by state
Most common states for senior managers of marketing
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 267 | 38% |
| 2 | New Hampshire | 1,342,795 | 268 | 20% |
| 3 | Massachusetts | 6,859,819 | 1,290 | 19% |
| 4 | Minnesota | 5,576,606 | 987 | 18% |
| 5 | Wyoming | 579,315 | 97 | 17% |
| 6 | South Dakota | 869,666 | 136 | 16% |
| 7 | North Dakota | 755,393 | 118 | 16% |
| 8 | Virginia | 8,470,020 | 1,311 | 15% |
| 9 | Washington | 7,405,743 | 1,146 | 15% |
| 10 | Oregon | 4,142,776 | 625 | 15% |
| 11 | Connecticut | 3,588,184 | 538 | 15% |
| 12 | Colorado | 5,607,154 | 762 | 14% |
| 13 | Nebraska | 1,920,076 | 269 | 14% |
| 14 | Maine | 1,335,907 | 190 | 14% |
| 15 | Rhode Island | 1,059,639 | 148 | 14% |
| 16 | Vermont | 623,657 | 90 | 14% |
| 17 | North Carolina | 10,273,419 | 1,298 | 13% |
| 18 | Maryland | 6,052,177 | 805 | 13% |
| 19 | Utah | 3,101,833 | 418 | 13% |
| 20 | Delaware | 961,939 | 126 | 13% |
Most common cities for senior managers of marketing
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Annapolis | 8 | 20% | $118,032 |
| 2 | Atlanta | 32 | 7% | $110,708 |
| 3 | Hartford | 9 | 7% | $118,964 |
| 4 | Lansing | 8 | 7% | $123,120 |
| 5 | Stamford | 8 | 6% | $119,482 |
| 6 | Tallahassee | 9 | 5% | $106,737 |
| 7 | Boston | 20 | 3% | $116,028 |
| 8 | Sacramento | 15 | 3% | $143,168 |
| 9 | Baton Rouge | 7 | 3% | $107,346 |
| 10 | Des Moines | 7 | 3% | $110,726 |
| 11 | Washington | 11 | 2% | $117,686 |
| 12 | Chicago | 20 | 1% | $115,065 |
| 13 | Phoenix | 13 | 1% | $110,837 |
| 14 | San Diego | 13 | 1% | $129,664 |
| 15 | Denver | 10 | 1% | $98,889 |
| 16 | Indianapolis | 9 | 1% | $112,243 |
| 17 | San Francisco | 8 | 1% | $144,984 |
| 18 | New York | 13 | 0% | $117,654 |
| 19 | Los Angeles | 11 | 0% | $134,631 |
Senior Manager Of Marketing job outlook: Expert opinions
Our panel of senior manager of marketing experts
California State University - Chico
City University of Seattle
Xavier University
North Dakota State University
Siena College
Siena College
Siena College
North Carolina A&T State University
North Carolina A&T State University
The University of Tampa
Idaho State University
Webster University
University of Scranton
University of Houston - Downtown
University of Houston - Downtown
What general advice would you give to a Senior Manager Of Marketing?
Rich Johnson: Most job titles have a similar salary. Sometimes the salary is better in urban spaces where the cost of living is higher as well. Before I would assess salary, I would look at the cost of living and your monthly budget to build your personal requirements. You usually need to begin work in a starting salary position, but that doesn't mean that you need to stay there for long. When you get into a role, go all in. Master everything that is asked of you and start providing ideas to solve problems. Your value isn't just your ability to complete a task, it is your ability to provide value and creative solutions. Make sure that you retain credit for your contributions and stay positive. Building value in your role is key for job security and growth. Another part of the ladder of salary growth is self advocating for raises and knowing when you have hit the ceiling in your present position. If you do hit a plateau, the options are to pursue a new role or consider taking your skills to another business. One of the most effective growth tools that I have had in my career has been through freelance. If you have the bandwidth, consider taking on some freelance work. This will build skills and new connections that can lead to your next opportunity.
What will help Senior Managers Of Marketing increase their earning potential?
Rich Johnson: Digital media covers a lot of mediums and requires many skill sets (print, static online, animation, interactive). The print arm is a lesser component although still valuable in the scope of marketing. Smartphones, tablets and gaming have moved a lot of digital into a customer expectation of interactive and customizable content. The present model of career specialization in a certain aspect of this spectrum of skills is changing. The age of the generalist is becoming more of a reality as design tools are becoming more accessible and A.I. is assisting in the more complex tasks. I would say that someone working in digital media will need to focus more on the big picture of design, predicting trends and developing solutions from a point of view with perspective. It will be even more important to understand the needs of a system from the top down and provide solutions that enhance that system. This might be through partnering with marketing and sales to conceptualize solutions, pitching product ideas and other functions related to creative and art direction. And be curious, all of the time. Keep up to date with everything that is happening. Take classes, watch tutorials, read articles and be obsessed with the breakneck rate of change. Digital media is constantly changing and possibilities are always expanding. It can be near impossible to be a master of all of these trajectories, but you can understand them well enough to bring in a specialist when the challenge requires it. This is where I predict that A.I. will be a major paradigm shift. There will be a time when you will ask the system to solve a problem, and you can choose what parts of the process that you want to control. So to boil it down... Develop a well rounded set of skills Further develop specialist level skills where you excel Keep on top of change and keep a thirst for learning Strengthen your connection to problem solving and creative innovation Keep an eye on the future predicting what might be around the bend
What will help Senior Managers Of Marketing increase their earning potential?
Dr. Kaley Martin M.A. '16: The most important thing when negotiating salary in Digital Media fields is knowing your worth and pricing accordingly. So many freelance artists and newcomers tend to take lower salaries and rates due to creative work being culturally underpriced, but knowing you own worth and doing research will help you have those negotiation conversations. Additionally, knowing your worth means providing true value to those hiring you by showing you are bringing true skill, strategy, and artistry to the table — not just a degree. How are you using that degree to advance and innovate the field? My degree from the University of Montevallo, for instance, taught me as an undergraduate to be a consistent learner and be watchful of the changing tides of my field due to my university’s foundation in the liberal arts. Liberal arts foundations immerse students in not only their given area, but also expose them to diverse areas in the arts, sciences, humanities, business, and more. That allowed me to always examine how these areas intersect with my own and has made me a dynamic, sought-after, and decorated professional now. So, even if you are not coming from a liberal arts background, have that mindset about you on how I can show my true value to the employer and what I bring to the table that’s unique, different, and worth the money you are asking for. Also, if you are considering a degree in Digital Media, I strongly encourage you to research the paths we have for you here at the University of Montevallo.
What Senior Manager Of Marketing skills would you recommend for someone trying to advance their career?
Dr. Gulay Guzel PhD: Maximizing salary potential at the outset of one's marketing career requires strategic considerations. Marketing is inherently interdisciplinary, drawing from fields such as psychology, sociology, anthropology, and data science. Graduates should first identify their specialization within the marketing realm, whether it's in market research, product design, pricing strategy, or another area. Next, they should articulate what sets them apart from other candidates and highlight additional value they bring to the table. Realism is key when setting salary expectations; candidates should conduct thorough industry research to inform negotiations. Additionally, leveraging diverse experiences gained from internships and coursework to bolster their applications can significantly enhance their bargaining power.
What Senior Manager Of Marketing skills would you recommend for someone trying to advance their career?
Cassandra Faith: Again, this seems to be related to the skills you develop over time. Pay attention to the opportunities that are needed but few people want to do. Public speaking and writing skills will always be valuable so stay current on those skills as well.
What will help Senior Managers Of Marketing increase their earning potential?
Cassandra Faith: Take advantage of every opportunity to learn something new. Attend conferences, take classes, learn new skills. It all adds up.
Jennifer D'Angelo PhD
Assistant Professor of MarketingWhat will help Senior Managers Of Marketing increase their earning potential?
Jennifer D'Angelo PhD: A marketing manager is often responsible for planning and implementing a marketing plan. What this marketing plan encompasses can vary, as marketing involves many different things such as branding, product development, sales, advertising, digital and social media, and retailing.
What general advice would you give to a Senior Manager Of Marketing?
Jennifer D'Angelo PhD: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What Senior Manager Of Marketing skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo PhD: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
What general advice would you give to a Senior Manager Of Marketing?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there's no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there's scope for negotiation, don't worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
What Senior Manager Of Marketing skills would you recommend for someone trying to advance their career?
Ajay Abraham Ph. D.: Everyone is talking about AI these days, so I will start off by joining the bandwagon, but with some nuance. It's important to know how to use artificial intelligence tools in order to be better or more effective at one's job. This doesn't mean that everyone needs to become an AI expert, but that we should be able to harness the power of AI tools to improve the quality and efficiency of our work. This requires being fluent enough with AI tools to understand, discuss, and make decisions involving AI or about AI output (even if we don't actually use those tools in a hands-on manner). This should be done while also being able to bridge the gap for those who are less fluent (perhaps those in more senior-level roles who are even less hands-on with these tools). That apart, as more of the workforce focuses more of their time on technical and similar skills, "softer" skills such as integrity, professionalism, self-awareness, and team-orientation will become even more important as differentiators.
What will help Senior Managers Of Marketing increase their earning potential?
Ajay Abraham Ph. D.: Earning a fair salary is important, although what exactly is fair might vary based on individual perceptions. More important, think of a job as offering a combination of financial and other non-monetary benefits such as perks (e.g., work culture, work-life balance, self-fulfillment, good colleagues, networking). Try to optimize your benefits across this multi-dimensional perspective rather than by simply focusing on salary. That stated, some job opportunities have scope for negotiation on salary. First, identify if the job that you are applying for has scope for negotiation, in which case, there’s no harm in negotiating if done ethically, professionally, and reasonably. If the job is not one in which there’s scope for negotiation, don’t worry. Instead, focus on performance and making a case for yourself at the time of annual evaluations and/or salary hikes (which should be done even if there were salary negotiations before joining). Similar suggestions apply if you are thinking of switching roles/organizations.
KATHERINE (KATE) Katherine Loveland Ph.D.
Chair & Associate ProfessorXavier University
Marketing
What will help Senior Managers Of Marketing increase their earning potential?
KATHERINE (KATE) Katherine Loveland Ph.D.: I would probably give this advice to any graduate, but it is particularly important in marketing: work on building your personal connections. By this, I don't just mean building your online professional network, although this is important, I mean put in the actual face time. Pick up the phone, walk down the hall, go into the office, schedule the lunch (or coffee or drink), attend the networking event and then follow-up. We are social beings and I hear from managers all the time that the new hires who stand out are those who take the time to build relationships. Also, marketing is fundamentally about building connections between customer needs and organizational offerings. The best way to spot opportunities is to be actively engaged with a broad spectrum of people both within and outside the organization.
What general advice would you give to a Senior Manager Of Marketing?
Jennifer D'Angelo Ph.D.: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
What Senior Manager Of Marketing skills would you recommend for someone trying to advance their career?
Jennifer D'Angelo Ph.D.: The ever-changing landscape of consumer trends and technological advancements in how to market to consumers often makes the job exciting and fast-paced. However, with the increased emphasis on results, marketers must be conscious of how to measure and demonstrate the value of their work.
What will help Senior Managers Of Marketing increase their earning potential?
Jennifer D'Angelo Ph.D.: Brands across many product categories are facing an increasing level of competition. Brands may struggle with rising brand parity, where brands and their competitors are seen as similar to one another. Therefore, to stand out from competitors, it has become increasingly important for brands to have marketing managers that create value for consumers and communicate that value to consumers.
Ahmad Asady
Assistant Professor of Management Faculty Scholar, Challey Institute for Global Innovation and GrowthNorth Dakota State University
Marketing
What general advice would you give to a Senior Manager Of Marketing?
Ahmad Asady: The role of a Marketing professional is as rewarding as it is demanding. On one hand, it offers the chance to unleash creativity, see the direct impact of your work, and enjoy a variety of experiences across different projects and industries. On the other hand, it comes with its fair share of challenges, such as the pressure to perform under tight deadlines and budgets, the constant need to stay ahead in a fast-evolving field, and the stress of quantifying the effectiveness of marketing campaigns. Despite these challenges, the role remains appealing for those drawn to a career that demands both strategic thinking and creative innovation, underscored by the powerful tool of persuasion to shape consumer behavior and drive business success.
What Senior Manager Of Marketing skills would you recommend for someone trying to advance their career?
Ahmad Asady: Now is an exciting time to enter the field of marketing. The digital age has transformed how brands connect with consumers, opening up a plethora of channels and tools for innovative engagement strategies. This digital expansion, coupled with the shift towards a more consumer-centric marketing approach, has made the role of a Marketing professional more crucial and impactful than ever. Professionals in this field enjoy the privilege of working at the intersection of creativity and analytics, where they can make significant contributions to a brand's growth and adapt to new challenges and technologies, ensuring a career that is both stable and filled with opportunities for continuous learning.
What will help Senior Managers Of Marketing increase their earning potential?
Ahmad Asady: A Marketing professional's day is a blend of art and science, filled with the pursuit of understanding and engaging the target audience. Their daily activities revolve around creating and managing content that resonates with consumers, conducting market research to stay ahead of trends, analyzing data to refine strategies, and collaborating with cross-functional teams to ensure a unified brand message. Persuasion lies at the heart of their role, as they must continuously convince both internal stakeholders and external audiences of the value and relevance of their brand's offerings.
S.Sinem Atakan
Assistant Professor of MarketingSiena College
Marketing Department
What skills will help Senior Managers Of Marketing earn the most?
S.Sinem Atakan: The most important skills for marketing graduates, especially given the remote working conditions due to the pandemic, are self-motivation, communication, and digital marketing skills. Creativity and analytical skills are always important in marketing, but pandemic has highlighted the importance of being able to work independently and motivate yourself even when external forces are not directly present. Communication skills are crucial to work remotely and be on the same page with your team members. Digital marketing was big but getting even bigger with this breakthrough changes in consumer behavior. Hence, the rising stars of the marketing job market will be graduates who can combine all these skills seamlessly
Soyoung Joo
Assistant Professor of MarketingSiena College
Marketing Department
What skills stand out on Senior Manager Of Marketing resumes?
Soyoung Joo: Communication and time management skills are valuable skills for marketing managers.
What soft skills should all Senior Managers Of Marketing possess?
Soyoung Joo: Creativity and intellectual curiosity (willingness to keep learning) can be added to the above soft skills.
What hard/technical skills are most important for Senior Managers Of Marketing?
Soyoung Joo: Being able to interpret the consumer data and identify the true needs and wants of the consumer is imperative for marketers.
What skills will help Senior Managers Of Marketing earn the most?
Soyoung Joo: Being able to work well with people from diverse backgrounds can be added to the above skills.
Allison Lauenstein
Teaching Instructor of MarketingSiena College
Marketing Department
What hard/technical skills are most important for Senior Managers Of Marketing?
Allison Lauenstein: Project Management and being able to connect the dots around the data and insights are critical. You have to analyze a situation and uncover insights from the customer, the competitors, and the industry.
What skills will help Senior Managers Of Marketing earn the most?
Allison Lauenstein: Leadership and collaboration will go a long way. The best ideas can come from anywhere, and it's not always about who has the best idea but who can execute the idea the best. Good marketers must understand that if you cannot successfully execute or effectively communicate a great idea, it may not be so great.
What skills stand out on Senior Manager Of Marketing resumes?
Allison Lauenstein: Skills that stand out show that the candidate has had some experience leading projects and project teams. Marketing is a collaborative effort, and it is critically important for upcoming managers to understand how to manage and motivate a team to achieve its objectives.
What soft skills should all Senior Managers Of Marketing possess?
Allison Lauenstein: Listening and asking questions are some of the most important skills. As Marketers, you not only have to listen to what people say, but you have to try to understand what they are not saying. How do their actions differ from what they are saying?
Kimberly McNeil Ph.D.
Associate Professor of MarketingNorth Carolina A&T State University
Department of Marketing and Supply Chain Management
What skills stand out on Senior Manager Of Marketing resumes?
Kimberly McNeil Ph.D.: Senior marketing specialists should possess strong communication and interpersonal skills and analytical/critical thinking skills. The mix of these skills provides the balance needed when working in teams in sometimes high-pressure situations.
What soft skills should all Senior Managers Of Marketing possess?
Kimberly McNeil Ph.D.: If asked this question 15 years ago, my response would still have been the same. Good communication and interpersonal skills are imperative. The ability to communicate clearly (verbally or written) with customers, clients, and colleagues is required for success. Knowing how to adapt and adjust communication tactics and styles appropriately to address different audiences is extremely helpful as well.
What hard/technical skills are most important for Senior Managers Of Marketing?
Kimberly McNeil Ph.D.: Understanding data analytics is paramount. Many companies will have departments that will provide the numbers, but marketers must have the ability to process the data and communicate it in plain terms to their internal and external clients. Essentially, they have to interpret the data and make recommendations using verbiage that their team and clients understand.
What skills will help Senior Managers Of Marketing earn the most?
Kimberly McNeil Ph.D.: Critical thinking skills and interpersonal skills layered with staying current are critically important. Having the skills to assess, critically analyze, and offer solutions are essential. Equally important is communicating effectively (in person and virtually) and collaborating with others in various settings and situations. Staying current is understanding the different tools and tactics used in the industry and having a presence on LinkedIn. Having the initiative to stay current and present will have companies seeking you for positions instead of searching for the next career advancement opportunity.
Roland Leak Ph.D.
Associate Professor of MarketingNorth Carolina A&T State University
Department of Marketing and Supply Chain Management
What skills stand out on Senior Manager Of Marketing resumes?
Roland Leak Ph.D.: It depends on the company. Some want their marketing specialists to be very analytical and work with numbers that build pricing. Others want strong brand management skills which can be more qualitative. If I had to give you a middle-of-the-road answer, a good senior marketing specialist would have the flexibility to vacillate between the quantitative and qualitative.
What soft skills should all Senior Managers Of Marketing possess?
Roland Leak Ph.D.: By far, the ability to communicate is the most important soft skill. This goes from communicating recommendations to communicating with customers to understand their desires. Also, this communication has to be layered on top of code-switching - speaking in the tone and tenor your audience understands.
What hard/technical skills are most important for Senior Managers Of Marketing?
Roland Leak Ph.D.: I am a proponent of truly being able to be analytical and dig into numbers. Quantitative reasoning is vital to understanding the status of the business. Marketers need to speak the language of accountants, financiers, and operations managers to understand where there are red flags if any.
What skills will help Senior Managers Of Marketing earn the most?
Roland Leak Ph.D.: The communication thing is vital here as well in a very specific sense. Marketers need to communicate to their bosses how they are strategically vital to an organization. Marketers (any employee really) are an asset, and a company needs to see a positive ROA. Marketers need to be able to communicate how they are enhancing their "personal ROA."
Jennifer Burton Ph.D.
Associate Professor of Marketing, Vice President of the Faculty SenateThe University of Tampa
Marketing Department
What skills stand out on Senior Manager Of Marketing resumes?
Jennifer Burton Ph.D.: Of course, employers are always looking for the essential soft skills such as communication, teamwork, and leadership and the essential hard skills such as being able to execute a marketing strategy. But when I am looking at resumes, I am much more focused on the experiences candidates bring to the table and the outcomes they have previously achieved. Managers are looking for proven track records of success with strategies revolving around the 4 Ps of marketing - product, price, place, and promotion.
What soft skills should all Senior Managers Of Marketing possess?
Jennifer Burton Ph.D.: The soft skills that are most important are the same as in any business profession - communication, teamwork, and leadership. In a job like marketing, communication is probably the number one thing as you are often in charge of communicating to colleagues and large numbers of customers. Creativity is also especially important in marketing because there are a lot of people who have the technical skills, but those that are able to implement them with a flare of creativity will be the most successful.
What hard/technical skills are most important for Senior Managers Of Marketing?
Jennifer Burton Ph.D.: The hard skills required for a successful career as a marketing specialist are those involved with building a marketing plan. A candidate needs to be able to: 1) use marketing segmentation to select the target audience, 2) develop a strong positioning strategy and execute it, 3) establish good objectives that align with business goals, 4) execute strategies regarding products, channels, pricing, and promotion. To do these things, you need to have a good understanding of marketing research and be able to use the results to identify the right business strategies to move the company ahead.
What skills will help Senior Managers Of Marketing earn the most?
Jennifer Burton Ph.D.: Being able to bring quantitative marketing skills to the table along with the traditional set of marketing skills is an advantage that will help you command a higher salary in the field. This includes a more advanced understanding of things like marketing research and marketing analytics. Along with this, a strong understanding of financial management will help you communicate better with your finance department and hopefully garner you a bigger marketing budget with which to achieve better marketing outcomes!
John Ney
Assistant Marketing Professor, Director of Professional Development & Sales ExcellenceIdaho State University
College of Business
What skills stand out on Senior Manager Of Marketing resumes?
John Ney: Internships or class project experience that show the student has helped develop a marketing strategy for a company is probably the most important but also marketing research skills.
What soft skills should all Senior Managers Of Marketing possess?
John Ney: -A positive "can-do" attitude. I'm often told by employers that "we can teach skills, but we can't teach attitude."
-Teamwork - the ability to work with others is more important now than ever.
-Communication skills, both oral and written.
What skills will help Senior Managers Of Marketing earn the most?
John Ney: -Sales skills - Most sales jobs are commission-based, and they are not capped.
-Everybody sells! Sales are really about building relationships, so having people and communication skills can really pay off!
What hard/technical skills are most important for Senior Managers Of Marketing?
John Ney: -With so many businesses advertising online, students that have experience with one or more of the following (video, blogging, graphic design, photography & websites) easily find jobs! This is the most requested skill set when employers are looking to hire interns.
-Writing skills - businesses need help writing everything from email responses to customers to a short job advertisement & or a marketing strategy.
Sung Eun Park
Assistant Professor, Advertising and Marketing CommunicationsWebster University
Communications & Journalism
What skills stand out on Senior Manager Of Marketing resumes?
Sung Eun Park: Companies hiring marketing consultants look for someone with strong communication and leadership skills that can translate to great candidates. In addition, a strong background in data analysis will definitely stand out from other candidates. Unlike many beliefs, people who get jobs as marketing consultant comes from various education backgrounds including advertising and English major. It is an indication that companies are open to people with diverse perspectives that can bring fresh eyes to the team. The resumes showcasing a person with various experiences highlighting strong leadership skills (not just strictly marketing) in a team environment will get noticed.
Abhijit Roy
Professor of MarketingUniversity of Scranton
School of Management
What skills stand out on Senior Manager Of Marketing resumes?
Abhijit Roy: In general, companies will look to see whether or not the candidate can overall market the company's products. Given the depth and breadth of marketing jobs, the specific skill requirements will vary. For example, a sales manager position will require individuals with high interpersonal skills, advertising positions will look for individuals with creativity, while marketing research positions will demand strong analytical skills. Overall, most companies today are looking for individuals with strong digital marketing and social media skills.
Job market candidates must look for the job descriptions in the ads and ensure they have relevant matching skills that they can include in their resumes.
What soft skills should all Senior Managers Of Marketing possess?
Abhijit Roy: These are very important, yet harder to quantify skills, not only for marketing professionals but for business graduates in general. They include the ability to make sound decisions under pressure, having a high emotional intelligence quotient (EQ) as embodied by having empathy towards coworkers and subordinates, delegating appropriately, mentoring, communicating, time management, maintaining positivity despite setbacks and adapting to unforeseen challenges, being flexible, being persuasive and assertive at appropriate moments, yet being collaborative, seeking feedback, and the ability to negotiate and resolve conflicts when needed, amongst others.
Soft skills are typically more instrumental in enabling candidates to fit into an organization's culture and be strong candidates for promotion. Most marketing jobs involve candidates representing their brand initiatives and building strong client relationships, so interpersonal, and other soft skills are often valued more than hard skills. The strongest case for having excellent soft skills is that they are more easily transferable across various jobs and industries.
What hard/technical skills are most important for Senior Managers Of Marketing?
Abhijit Roy: The Marketing field has undergone a major paradigmatic shift with the growth of digitization. Hence, hard/technical skills in performing data-driven marketing, social media and data analytics, data visualization, Search Engine Optimization (SEO)/Search Engine Marketing (SEM), content creation and storytelling, and omnichannel communication are critical hard skills that are in great demand today.
What skills will help Senior Managers Of Marketing earn the most?
Abhijit Roy: The above skills are in high demand and also currently pay the most. Still, I strongly recommend that students focus not on skills that will help them earn the most but on the skill sets that each individual possesses and think of how they can best leverage that in the marketplace to have a long sustained, and enjoyable career.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
What Senior Manager Of Marketing skills would you recommend for someone trying to advance their career?
Dr. Richard Conde Ph.D.: Looking ahead to 3-5 years, I foresee an even greater emphasis on data literacy, artificial intelligence, and the ability to translate complex data sets into compelling narratives and actionable insights. A high-ranking executive recently indicated that marketing is a complex math problem. The amount of consumer, secondary, and public data will continue to grow exponentially, so marketing professionals adept at querying databases, visualizing information, and deriving meaningful patterns that can tell succinct, impactful stories will be in high demand. Practice the art of storytelling. Additionally, skills in emerging areas like voice marketing, augmented reality campaigns, and privacy-centered marketing strategies will start separating top candidates.
Dr. Richard Conde Ph.D.
Assistant ProfessorUniversity of Houston - Downtown
Marilyn Davies College of Business
What skills will help Senior Managers Of Marketing earn the most?
Dr. Richard Conde Ph.D.: It's a combination of skills, plus the patience to build those skills. Great people and leadership skills always seem to trump most other variables. I would encourage individuals to invest in their leadership skills and consider partnering with a leadership coach.
What skills stand out on Senior Manager Of Marketing resumes?
Dr. Richard Conde Ph.D.: Showcasing the balance between people management and analytical skills. Marketing today relies on a substantial amount of data, which requires marketing managers to possess strong analytical skills. At the same time, leaders have to motivate, inspire, and guide employees. In the last 3-5 years, I have seen a greater emphasis on analytical skills.
What soft skills should all Senior Managers Of Marketing possess?
Dr. Richard Conde Ph.D.: Leaders need to lead. A leader who is curious, vulnerable, transparent, and inclusive generally has better success. The challenge is to teach leaders to be authentically curious. That is a big challenge in leadership.
What hard/technical skills are most important for Senior Managers Of Marketing?
Dr. Richard Conde Ph.D.: First, understand A/B experiments. Marketers are consistently comparing different campaigns, and the ability to create thoughtful experiments is critical.
Second, go beyond averages and percentages and learn linear and logistic regression and more advanced analytical tools. The exposure to more complex analytics allows for more thoughtful outcomes and interpretation.
Third, be exposed to a programming language like R or Python. Not that you are going to code, but it allows you to speak the language of data.