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Become A Senior Marketing Program Manager

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Working As A Senior 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

  • $119,152

    Average Salary

What Does A Senior 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 Senior 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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Senior Marketing Program Manager Jobs

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Average Length of Employment
Marketing Manager 2.9 years
Marketing Lead 2.3 years
Top Employers Before
Manager 2.3%
Director 2.1%
Top Employers After
Consultant 4.6%

Do you work as a Senior Marketing Program Manager?

Senior Marketing Program Manager Demographics

Gender

Female

63.4%

Male

34.4%

Unknown

2.3%
Ethnicity

White

60.1%

Hispanic or Latino

16.8%

Black or African American

9.9%

Asian

9.3%

Unknown

4.0%
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Foreign Languages Spoken

Spanish

44.4%

Portuguese

11.1%

Finnish

11.1%

Hungarian

11.1%

Cantonese

11.1%

Italian

11.1%
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Senior Marketing Program Manager Education

Schools

San Jose State University

8.6%

Stanford University

8.6%

University of Texas at Austin

7.4%

University of Washington

6.2%

Santa Clara University

6.2%

University of California - Santa Barbara

4.9%

Ohio State University

4.9%

DePaul University

4.9%

California Polytechnic State University-San Luis Obispo

4.9%

University of Phoenix

4.9%

University of Dayton

4.9%

Washington State University

3.7%

University of St. Thomas (Minnesota)

3.7%

University of Massachusetts Amherst

3.7%

University of Houston

3.7%

Regis University

3.7%

Babson College

3.7%

University of Southern California

3.7%

Northeastern University

3.7%

University of Rhode Island

3.7%
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Majors

Marketing

25.2%

Business

23.3%

Communication

9.7%

Management

5.8%

Journalism

3.5%

English

3.5%

Finance

3.1%

Computer Science

3.1%

Advertising

3.1%

Project Management

3.1%

Psychology

2.7%

Electrical Engineering

2.3%

Political Science

1.9%

Public Relations

1.9%

Education

1.6%

Liberal Arts

1.6%

International Business

1.2%

Business Economics

1.2%

Food And Nutrition

1.2%

Accounting

1.2%
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Degrees

Bachelors

48.5%

Masters

37.9%

Other

7.0%

Certificate

4.8%

Associate

0.9%

Doctorate

0.6%

License

0.3%
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Job type you want
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Internship
Temporary

Real Senior Marketing Program Manager Salaries

Job Title Company Location Start Date Salary
SR. Marketing Program Manager Medtronic, Inc. Miami, FL Aug 13, 2016 $150,000
SR. Marketing Program Manager Medtronic, Inc. Miami, FL Sep 16, 2016 $150,000
SR. Manager, Marketing Globalization Programs Vmware, Inc. Palo Alto, CA Jun 09, 2016 $148,625
Senior Marketing Programs Manager Marketo, Inc. San Mateo, CA Jul 29, 2016 $144,893 -
$154,893
Senior Marketing Program Manager Amazon Corporate LLC Seattle, WA Sep 21, 2015 $132,300
Senior Principal, Referral Marketing Programs Ca Technologies, Inc. Campbell, CA Jul 05, 2011 $122,500
Senior Marketing Programs Manager Marketo, Inc. San Mateo, CA Nov 13, 2014 $119,428 -
$153,072
Senior Marketing Programs Manager Marketo, Inc. San Mateo, CA Nov 19, 2014 $119,428 -
$153,072
SR. Program Manager-Vsphere Product Marketing Vmware, Inc. Palo Alto, CA Mar 31, 2014 $115,000
Retension Senior Program Manager, Marketing Operations Directv LLC El Segundo, CA Jun 09, 2016 $112,278 -
$159,639
Retail Marketing SR. Prgram Manager, Mobile Commer Apple Inc. Cupertino, CA Oct 01, 2010 $110,000
Senior Marketing Program Manager Marketo, Inc. San Mateo, CA Oct 01, 2010 $80,000
SR. Marketing Programs Manager Keybank National Association Cleveland, OH May 07, 2013 $78,749 -
$81,855
Senior Marketing Programs Manager Opnet Technologies, Inc. Bethesda, MD Aug 19, 2011 $71,000
Senior Post-Marketing & Epidemiologic Data Program Takeda Global Research & Development Center, Inc. Deerfield, IL Oct 09, 2012 $69,700 -
$129,400

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Top Skills for A Senior Marketing Program Manager

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  1. Program Strategy
  2. Promotional Materials
  3. Company Website
You can check out examples of real life uses of top skills on resumes here:
  • Created Marketing collaterals and company website from scratch.
  • Create successful Web promotions, product sales sites, interactive media scripts,presentations and e-mail campaigns to meet marketing goals.
  • Developed strategic positioning and executed PR, advertising, collateral, sales tools, product launches and trade show programs.
  • Established demand generation programs for internal constituents.
  • Developed and managed marketing activities and ROI reporting to upper management.

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Top 10 Best States for Senior Marketing Program Managers

  1. New York
  2. Colorado
  3. Virginia
  4. New Jersey
  5. Rhode Island
  6. California
  7. Washington
  8. Delaware
  9. District of Columbia
  10. Arkansas
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  • (1,782 jobs)
  • (1,463 jobs)
  • (203 jobs)
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  • (3,901 jobs)
  • (132 jobs)
  • (620 jobs)
  • (195 jobs)

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