What does a senior marketing program manager do?
A senior marketing program manager is in charge of developing marketing plans and programs to raise brand and product awareness that will translate into sales. Their responsibilities typically revolve around performing research and analysis to identify new business opportunities, evaluating existing marketing programs to determine areas needing improvement, overseeing the performance of marketing staff, managing budgets and schedules, and delegating tasks. Furthermore, as a senior marketing program manager, it is essential to lead and encourage the workforce to reach goals, all while monitoring the programs' progress and implementing the company's policies and regulations.
Senior marketing program manager responsibilities
Here are examples of responsibilities from real senior marketing program manager resumes:
- Develop and manage marketing activities and ROI reporting to upper management.
- Provide strategic oversight and a strong business approach to managing existing systems and developing enhance models for future events.
- Work closely with sales to create a lead tagging system within Salesforce to better showcase ROI from all programs.
- Revamp existing CRM processes to provide more detail reporting capabilities for lead generation programs.
- Develop automated lead nurturing, lead rating and lead flow into CRM system (salesforce.com).
- Used CRM tool to select marketing segmentation and used large scale data to analyze market segmentation.
- Provide strategic direction, support and development of programs to promote all solutions, LeadGen and ROI goals.
- Re-Create and deploy the marketing message and relate identity materials, translating it for those unfamiliar with e-business technology and terminology.
- Re-Create and deploy the marketing message and relate identity materials, translating it for those unfamiliar with e-business technology and terminology.
Senior marketing program manager skills and personality traits
We calculated that 16% of Senior Marketing Program Managers are proficient in Project Management, Digital Marketing, and Product Management. They’re also known for soft skills such as Analytical skills, Communication skills, and Creativity.
We break down the percentage of Senior Marketing Program Managers that have these skills listed on their resume here:
- Project Management, 16%
Managed all aspects of project management activities and successfully on-boarded two Market Research Suppliers.
- Digital Marketing, 12%
Managed weekly release implementation for digital marketing of company-wide I.T.
- Product Management, 8%
Cultivated global channel partnerships and relations with product management and field personnel.
- Integrated Marketing, 5%
Executed integrated marketing communication programs optimizing product messaging and enhanced sales.
- SR, 4%
Support Sales, Bids & Proposal team and Sr Executive audience requirements.
- Marketing Campaigns, 4%
Participate and heavily influence the development and execution of global marketing campaigns with external agencies and internal stakeholders.
Most senior marketing program managers use their skills in "project management," "digital marketing," and "product management" to do their jobs. You can find more detail on essential senior marketing program manager responsibilities here:
Analytical skills. To carry out their duties, the most important skill for a senior marketing program manager to have is analytical skills. Their role and responsibilities require that "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." Senior marketing program managers often use analytical skills in their day-to-day job, as shown by this real resume: "operationalized rei homepage using rich data to inform creative execution, layout and a/b testing plan. "
Communication skills. Another essential skill to perform senior marketing program manager duties is communication skills. Senior marketing program managers responsibilities require that "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." Senior marketing program managers also use communication skills in their role according to a real resume snippet: "supported business unit and global marketing teams with communications, marketing strategy, programs and content development. "
Creativity. Another skill that relates to the job responsibilities of senior marketing program managers is creativity. This skill is critical to many everyday senior marketing program manager duties, as "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." This example from a resume shows how this skill is used: "managed three direct reports and 3outsource creative agencies. "
Organizational skills. For certain senior marketing program manager responsibilities to be completed, the job requires competence in "organizational skills." The day-to-day duties of a senior marketing program manager rely on this skill, as "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." For example, this snippet was taken directly from a resume about how this skill applies to what senior marketing program managers do: "created and designed powerpoint presentations/organizational charts for teachers. "
The three companies that hire the most senior marketing program managers are:
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Compare different senior marketing program managers
Senior 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.
These skill sets are where the common ground ends though. The responsibilities of a senior marketing program manager are more likely to require skills like "product management," "sr," "program management," and "kpis." On the other hand, a job as a manager, field marketing requires skills like "demand generation," "grass," "market trends," and "event management." As you can see, what employees do in each career varies considerably.
Managers, field marketing earn the highest salaries when working in the technology industry, with an average yearly salary of $100,565. On the other hand, senior marketing program managers are paid more in the media industry with an average salary of $119,624.On average, managers, field marketing reach similar levels of education than senior marketing program managers. Managers, field marketing are 4.8% less likely to earn a Master's Degree and 0.4% less likely to graduate with a Doctoral Degree.Senior marketing program manager vs. Head of marketing
The head of marketing primarily oversees all marketing departments and operations, ensuring to convey the message of the brand. Their responsibilities revolve around devising strategies and business plans, preparing and allocating the budget for all departments, identifying new opportunities and assets, and analyzing consumers' needs. There are also instances when the head of marketing has to produce progress reports and presentations, monitor the competition, spearhead the hiring activities, and manage schedules. Furthermore, one must lead and encourage staff to meet all goals and deadlines in the joint effort to improve brand awareness and strengthen the client base.
Each career also uses different skills, according to real senior marketing program manager resumes. While senior marketing program manager responsibilities can utilize skills like "sr," "program management," "salesforce," and "program strategy," heads of marketing use skills like "google analytics," "content strategy," "strategic thinking," and "business objectives."
On average, heads of marketing earn a higher salary than senior marketing program managers. Some industries support higher salaries in each profession. Interestingly enough, heads of marketing earn the most pay in the media industry with an average salary of $134,857. Whereas senior marketing program managers have higher pay in the media industry, with an average salary of $119,624.Average education levels between the two professions vary. Heads of marketing tend to reach higher levels of education than senior marketing program managers. In fact, they're 5.7% more likely to graduate with a Master's Degree and 0.4% less likely to earn a Doctoral Degree.Senior marketing program manager vs. Marketing lead
A marketing lead is an individual who is responsible for overseeing a team of marketing specialists to help a company achieve its marketing goals. Marketing leads are required to create and manage marketing plans so that they can deliver marketing campaigns on time and escalate issues that may prevent prompt delivery. They can incorporate a mix of different strategies in campaigns such as digital publishing, templates, and training. Marketing leads must work closely with account managers and sales engineers so that they can empower them to effectively position the company's products differently from their competitors.
The required skills of the two careers differ considerably. For example, senior marketing program managers are more likely to have skills like "product management," "sr," "program management," and "program strategy." But a marketing lead is more likely to have skills like "healthcare," "twitter," "linkedin," and "digital transformation."
Marketing leads make a very good living in the technology industry with an average annual salary of $118,478. On the other hand, senior marketing program managers are paid the highest salary in the media industry, with average annual pay of $119,624.marketing leads typically earn similar educational levels compared to senior marketing program managers. Specifically, they're 0.0% less likely to graduate with a Master's Degree, and 0.0% less likely to earn a Doctoral Degree.Senior 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.
Types of senior marketing program manager
Updated January 8, 2025
