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Strategic marketing manager skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Davide , Ph.D. Bolchini Ph.D.,

James Wilkerson Ph.D.

Below we've compiled a list of the most critical strategic marketing manager skills. We ranked the top skills for strategic marketing managers based on the percentage of resumes they appeared on. For example, 13.1% of strategic marketing manager resumes contained integrated marketing as a skill. Continue reading to find out what skills a strategic marketing manager needs to be successful in the workplace.

15 strategic marketing manager skills for your resume and career

1. Integrated Marketing

Here's how strategic marketing managers use integrated marketing:

Developed integrated marketing and communications plans based on competitive analysis and consumer insights.
Developed seasonal integrated marketing programs such as Circuit City's back-to-school program.

2. Digital Marketing

Here's how strategic marketing managers use digital marketing:

Developed ENVI s electric-vehicle technology marketing brief, global brand & digital marketing strategy.
Created personas for each new consumer product to improve digital marketing programs.

3. Healthcare

Healthcare is the maintenance or improvement of a person's health by the diagnosis and treatment of a person's injury, illness, or any other disease. Healthcare is a basic necessity of human life and is the responsibility of the country's government to ensure that each person gets healthcare. Providing healthcare is the job of certified health professionals that includes doctors, surgeons, nurses, and other physicians. Pharmaceutical companies, hospitals, dentistry, therapy, and health training all come under healthcare. Healthcare plays a vital role in the country's economy and its development.

Here's how strategic marketing managers use healthcare:

Developed and managed marketing programs and partner integration for industry marketing in government, healthcare and education markets.
Generate & maintain external referral relationships with local professional groups and healthcare organizations.

4. Business Development

Business development is the ideas or initiatives that work to make business work better. Selling, advertising, product development, supply chain management, and vendor management are only a few of the divisions involved with it. There is still a lot of networking, negotiating, forming alliances, and trying to save money. The goals set for business development guide and coordinate with all of these various operations and sectors.

Here's how strategic marketing managers use business development:

Partner with country business leaders to shape China and European market strategies and maximize globalized business development opportunities.
Created new marketing planning system that was adopted by all national sales offices accelerating business development.

5. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how strategic marketing managers use market research:

Identified potentially profitable areas for new products and categories by conducting in-depth market research and competitive/trend analysis.
Review and analyze market research to identify and recommend product opportunities for development and incubation.

6. B2B Marketing

Here's how strategic marketing managers use b2b marketing:

Strengthened business relationships and increased revenue by creating and managing local B2B marketing events.
Led worldwide B2B marketing initiatives for National Geographic Television programming into all digital media markets.

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7. Strategy Development

Here's how strategic marketing managers use strategy development:

Participated in client product evaluations, gap analysis and win strategy development.
Engaged in project valuation, technology assessment, and commercial negotiation; * Spearheaded China growth strategy development and implementation.

8. Marketing Campaigns

Here's how strategic marketing managers use marketing campaigns:

Led targeted marketing campaigns based on customer segmentation to insurance producers and intermediaries.
Lead global franchise initiatives and licensed marketing campaigns.

9. Product Portfolio

A product portfolio is a collection of all services and products by an enterprise made available to customers and clients. It also features vital areas of the business operations and processes. The product portfolio is a detailed analysis of a company's risk management, leadership, growth, financial prospects, contributions, and income.

Here's how strategic marketing managers use product portfolio:

Implemented product portfolio process and integrated enterprise software / SaaS system for 160+ simultaneous developments.
Analyzed product portfolio and program and managed the integration of HP internal groups to consolidate overlap and improve efficiency.

10. Product Development

Product development is the complete procedure of creating a product from concept until release of the final product. Product development has many stages after which a product is released into the market. Identifying the need, creating the opportunity, conceptualizing a product, and providing a solution, all are different stages of product development.

Here's how strategic marketing managers use product development:

Supported strategic planning for four urological franchises with focus on the identification and prioritization of product development and acquisition opportunities.
Managed product development of innovative microelectronic packaging that reduced weight and improved performance for manned spacecraft and satellites.

11. Competitive Analysis

Competitive analysis is the process of assessing your competitors to determine their strengths and weaknesses, It is a part of strategic management that enables one to identify the opportunities and threats a business can face in the market.

Here's how strategic marketing managers use competitive analysis:

Managed team that conducted research on competitive analysis & product positioning.
Completed market assessments / competitive analysis.

12. Market Trends

Here's how strategic marketing managers use market trends:

Prepared industry forecasts, market trends, technology forecasting, and opportunities for working with key industry trend-setters and strategic partners.
Researched enterprise and security market trends for service providers, government and enterprises.

13. Project Management

Here's how strategic marketing managers use project management:

Project management of various corporate marketing initiatives.
Project Management assignments included Victoria s Secret Swim marketing activities, PINK branding activities and New Product Launches within both brands.

14. Product Management

Product management is a part of an organization's function that deals with product development, planning, pricing, forecasting, launching, and marketing the product.

Here's how strategic marketing managers use product management:

Drive best practices globally including product management, marketing communications, customer segmentation, channel management and pricing.
Involved Strategic Marketing and Product Management of next-generation Notebook and Desktop platforms.

15. Market Intelligence

Here's how strategic marketing managers use market intelligence:

Conceptualized, designed and developed prototype for interactive market intelligence content delivery tool integrated into the CRM.
Evaluated customer, competitor and overall market intelligence for relevance to existing and future potential sales.

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What skills help Strategic Marketing Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on strategic marketing manager resumes?

Davide , Ph.D. Bolchini Ph.D.

Professor and Chair, Director, Human-Computer Interaction Program, Indiana University

In my experience, our most successful MS HCI graduates (https://soic.iupui.edu/hcc/graduate/hci/masters/) take the time to put together a compelling online portfolio that showcases their project experience and skill set in action, as applied to specific research opportunities they had with faculty or projects they worked on during their UX internships in the industry. The personal brand of UX junior professional can be greatly enriched when the portfolio includes not only what the student has done, but why and what was the design rationale behind the process and the results, what was the larger context and goal of the project (especially in large collaborative projects), and what was the specific role and contribution of the student. The discussion about the portfolio of a candidate has become a key ingredient of the interview for UX jobs, besides other important activities such as UX design exercises or remote assignments.

What soft skills should all strategic marketing managers possess?

James Wilkerson Ph.D.

Business Program Coordinator, Project and Supply Chain Management Program Coordinator, The Pennsylvania State University

Verbal skills (both speaking and writing), negotiation skills, unfailing honesty, ability to empathize with clients' wants, and teamwork skills suitable for working collaboratively with sales and operations staff.

What hard/technical skills are most important for strategic marketing managers?

James Wilkerson Ph.D.

Business Program Coordinator, Project and Supply Chain Management Program Coordinator, The Pennsylvania State University

Spreadsheet (Excel) skills (including graph production from data), basic statistical knowledge, and online information search skills.

What strategic marketing manager skills would you recommend for someone trying to advance their career?

Matthew Lopresti

Associate professor of Philosophy and humanities, Hawaii Pacific University

Captains of industry are often asked about the traits they look for in new hires. Critical thinking is always a must, as well as excellent written and oral communication skills.

These are the core competencies of the discipline of philosophy. Top-notch communication abilities begin with a depth of ability to understand nuanced, complex details, and then turn around and clearly communicate these complex ideas in easily digestible bits of information. It is no coincidence that students who graduate with philosophy degrees repeatedly dominate graduate and law-school entrance exams like the GRE and LSAT; they are often the sharpest thinkers with the quickest minds

What type of skills will young strategic marketing managers need?

Dr. Donald Siegel

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

What technical skills for a strategic marketing manager stand out to employers?

Todd Lee Goen

Instructor & Internship Director, Christopher Newport University

Technical skills are often industry and/or position specific. Applicants should highlight any technical skills related to the position advertisement and those that add value to the position/organization. Most importantly, requirements for technical skills change with time and technological advances. This means employers value workers capable of adapting to change and continually improving and acquiring new technical skills. Thus, it's usually more important to demonstrate you are capable of learning and developing technical skills than it is to have a specific skill set upon hire (although this is not true for some positions/industries).
That said, technical skills related to online presentations, virtual meetings, virtual networking, remote working and the like are hot commodities right now. While most organizations were in the process of adopting many of these technologies and ways of doing business pre-pandemic, the pandemic accelerated the process. Organizations are making it work, but they often don't know best practices or the most efficient means of working in the largely virtual, pandemic environment. Post-pandemic, many of the remote/virtual changes the pandemic brought will stay in some form. Technical skills that support this type of workplace will make applicants stand out to many employers because they need/want to do virtual/remote business better.

Do you want to know more?

List of strategic marketing manager skills to add to your resume

The most important skills for a strategic marketing manager resume and required skills for a strategic marketing manager to have include:

Integrated Marketing
Digital Marketing
Healthcare
Business Development
Market Research
B2B Marketing
Strategy Development
Marketing Campaigns
Product Portfolio
Product Development
Competitive Analysis
Market Trends
Project Management
Product Management
Market Intelligence

Competitor Analysis
Go-To-Market Strategy
Brand Management
ROI
Value Proposition
Market Analysis
R
Competitive Intelligence
Email Marketing
Revenue Growth
CRM
Strategic Direction
Business Objectives
Lead Generation
Product Line

Channel Marketing
Web Content
Marketing Collateral
Americas
Competitive Landscape
Data Analysis
Emerging Technologies
Cycle Management
Strategic Plan
Develop Go-To-Market
Direct Reports
Trade Shows
Business Strategies
B Testing

Updated January 8, 2025

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.

Updated January 8, 2025

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