What Does a Marketing Manager Do? (And How To Be One)

By Indeed Editorial Team

Published 23 August 2021

Marketing is a rapidly growing industry with several career options. Many often pursue marketing with the end goal of becoming a marketing manager. To reach this level, you can undergo a long-term journey to hone your skills and experience. In this article, we look at what does a marketing manager do, how much they earn, the requirements of the role and how to become one.

What does a marketing manager do?

Marketing managers create and implement marketing plans for their businesses, which typically encompass defining the target audience, building demand for their organisation's product offering, devising pricing strategies and monitoring trends to optimise profit and overall market share. A marketing manager can be in charge of a single product or several product mixes. The following tasks and responsibilities outline what does a marketing manager do on a daily basis:

  • Devising marketing strategies depending on the current market variables and organisational goals

  • Testing out new market opportunities

  • Working closely with promotional and advertising managers to lead marketing operations

  • Building connections with various media outlets

  • Gathering and evaluating data to come up with informed judgements regarding marketing activities

  • Projecting marketing needs by coming up with a budget of expenditures and possible revenue

  • Assessing financial aspects of product offering including expenditures, profit-loss projections and return-on-investment

  • Assessing the success of marketing campaigns and changing tactics as needed to reach predetermined targets

  • Coming up with pricing strategies to satisfy demand and organisational objectives

  • Preparing advertising contracts

  • Monitoring and enhancing search engine optimisation efforts

  • Reviewing print and digital advertising collaterals

How much does a marketing manager earn?

The salary for marketing managers may differ depending on the industry they work in and the average salary in the region. Additionally, it may also vary according to their respective level of experience, education level and expertise. The average salary for a marketing manager is $78,620 per year.

Marketing manager requirements

A career as a marketing manager may need considerable education, training and abilities. To demonstrate your capacity to successfully direct and lead marketing initiatives, you can consider the following requirements:

Education

A bachelor's degree in marketing from a university is typically a prerequisite to be a marketing manager. You may also consider majoring in business, strategic management or information technology. Once you've obtained your bachelor's degree, you may consider pursuing a graduate or postgraduate marketing programme to broaden your understanding of the subject help you advance in your career journey.

Training

As a marketing manager, you typically are required to undergo substantial training to be proficient in evaluating market circumstances, analysing financial elements to anticipate outcomes, creating marketing campaigns with appropriate tools and managing marketing campaigns across many channels including social media. To keep updated on the latest marketing tactics and trends, you may require continuous training. Furthermore, on-the-job training may be necessary to acquaint yourself with the organisation's product offering, overall goals, desired marketing objectives and prior marketing campaign outcomes.

Skills

Outlined below are some essential skills you can hone to succeed as a marketing manager:

Analytical skills

This ability entails being able to collect, extract and understand useful information from raw data. With robust analytical skills, marketing managers can better evaluate market circumstances, define target demographics, estimate marketing results, come up with informed marketing campaign decisions and measure outcomes to assess success. You can enhance your analytical skills by reading more, being more observant and always striving to learn more.

Financial skills

Financial skills entail the ability to analyse financial data to derive projection metrics such as return on investment as well as profit and loss. You can employ this skill to assess budgets and estimate expenditures in relation to pricing and projected sales. This way, you can measure the potential success of your marketing campaigns.

Logic and reasoning skills

This talent entails the ability to utilise information to derive meaningful conclusions and to apply previous knowledge to assess new information in a different context. These abilities are used by marketing managers to adapt marketing efforts based on past performance. Additionally, marketing managers can apply logic and reasoning skills to develop effective campaigns based on fresh information about target markets and demographics.

Robust communication and presentation skills

Communication skills, both verbal and nonverbal, are essential for marketing managers to successfully communicate ideas and objectives. This entails clear and succinct writing as well as the ability to communicate concepts vocally to people and groups. This might involve giving organisational leadership a high-level overview of marketing initiatives or conveying detailed information to drive marketing efforts.

Leadership skills

Robust leadership skills can assist you in moving your organisation forward. With leadership skills, you can identify your team's strengths and weaknesses and encourage them to improve. Marketing managers employ this talent to successfully lead their teams' work to execute tasks that support marketing activities and achieve marketing objectives.

Social perceptiveness skills

Social perceptiveness skills entail being aware of other people's reactions and understanding why they react the way they do. This ability is necessary for marketing managers in order to properly analyse market circumstances, identify target markets and adapt marketing efforts to obtain desired results. This skill also helps in your interaction with different stakeholders, be it the high-level management, staff members or customers.

Technical skills

Technical skills involve the ability to utilise word processing, data analysis programs and presentation tools such as Microsoft Word, Excel and PowerPoint, as well as a marketing software. It also entails the capacity to study and comprehend numerous social media platforms. Marketing managers leverage technical skills to explain marketing plans, assess financial and marketing data, design marketing campaigns and stay alert regarding the market conditions.

What is the work environment of a marketing manager?

Marketing managers work largely in a typical office setting, which necessitates you to sit for long periods of time, use office equipment such as computers and tablets and frequently interact with corporate executives and marketing employees. Most marketing managers work within conventional business hours. The talents, expertise and experience you cultivate as a marketing manager are often transferrable across industries such as hospitality, tourism, healthcare, consultancy and manufacturing.

How to become a marketing manager

Although there's no fixed path to become a marketing manager, outlined below are some of the most common steps you can take:

1. Pursue an education

You can commence your first step to becoming a marketing manager by graduating from a university with a degree in marketing or a related subject. Pursue your studies in an area that can be useful for your career aspiration like research, statistics, business management, business administration and advertising. Look into the education requirements in your preferred industry and organisations to decide if graduate or postgraduate education is needed.

2. Gather relevant work experience

A marketing manager role typically necessitates several years of marketing experience. Consider applying for entry-level roles like marketing intern, marketing assistant or marketing consultant. Having work experience in junior marketing jobs allows you to gather professional experience while also demonstrating the right skills needed to facilitate your career path toward becoming a marketing manager. Relevant job experience can also assist you in determining whether or not the career option is suitable for you.

3. Obtain professional certifications

Work on meeting the academic and experience criteria for professional certifications. Professional certificates validate your education and expertise while also distinguishing you as a dedicated marketing professional. It can substantially grant you a competitive advantage relative to other applicants seeking the same role.

4. Direct marketing campaigns

Look for opportunities to present and direct your marketing initiatives for your organisation while still in a junior position. To advance in your marketing career and exhibit your talents to top management in your organisation, create modest campaigns or take on additional projects and responsibilities within an existing campaign. This reflects well on your credentials.

5. Prepare your resume

On your resume, you may include your highest level of education, technical and other applicable qualifications and relevant professional experience. In your job experience section, you can mention the names of the organisation you worked for, your employment period and a synopsis of your duties, contributions and accomplishments. A strong resume plays a great role in helping you land the marketing manager role you desire.

6. Apply to manage marketing teams

Once you've completed all the steps above, examine the current employment landscape for your desired field. Choose roles for which you're qualified based on the needed level of experience and education. Abiding by this may guarantee that your job search is optimised and enhance the chances that the hiring manager may shortlist you for an interview. Utilise a well-written resume and cover letter to demonstrate how you fit the role and organisation.

Is being a marketing manager a good career?

If you enjoy variety and creativity in your work, then marketing may be a good career pathway. Marketing managers serve as a contact point between an organisation and its customers. Whether being a marketing manager is a good career or not depends on the organisation you work in, your specific benefits as well as your work scope. Overall, it's a good career path with solid advancement opportunities to be a marketing director, chief marketing officer or vice president of marketing.

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.