Career Guide: What Does a Marketing Manager Do?

For example, “Having worked in all types of environments and now being more seasoned in my career, what I look for in a company or organization is one that offers that work-life balance and makes supporting employees a priority,” Marvin says. Generally, the goal of a marketing manager is to help their organization reach their target customers and drive engagement with their brand. Driving engagement can range from getting customers to make a purchase to building a community that rallies behind a cause to encouraging users to sign up to receive further information. Marketers can be focused on B2C, or business-to-consumer, which means that their target audience is individual customers, or they can be focused on B2B, business-to-business, meaning their target audience is other businesses or organizations.

Brand marketing managers – Their ambition is to build up brand recognition and the distinctive character of a company or product. Affiliate marketing managers – They specialize in building relationships between organizations and their affiliate marketers, creating a mutually beneficial situation where affiliates gain commission for directing visitors to the website. A successful marketing manager is creative and analytical, with the ability to think critically while working as part of a team. They possess a unique blend of business acumen as well as an understanding of consumer behavior.

How do you switch from being a product manager to product marketing manager?‎

Each program takes approximately seven months to complete and is designed to leave you with a better understanding of the respective fields through online courses and applied learning projects. Marketing managers must pair an expert-level, well-rounded marketing skill set with strong leadership and collaboration abilities. Understanding markets means understanding consumer needs and predicting what they want and how they’ll react to your service.

  • Create a buyer persona early in your marketing efforts, but understand that person’s needs and desires may shift and change in the future.
  • This position manages all ad campaigns and measures metrics like return on investments (ROI) to determine the effectiveness of marketing efforts and make changes as needed.
  • The educational requirements include at least a bachelor’s degree in marketing.
  • Their success relies on successfully leading and motivating their diverse group to meet all objectives.
  • The U.S. Bureau of Labor Statistics (BLS) projects marketing management positions will grow by 10 percent in the next decade, slightly faster than the average growth for all occupations.

And though Marvin’s typical work hours are weekdays from 9 AM to 5 PM, her marketing role sometimes requires putting on events, attending meetings, prepping for launches, and handling media requirements outside of those hours. The research and development (R&D) department in a large company will consult with the marketing department regarding which new products to create. Before launching their campaigns, they need to know who their target consumers are. They must also know what those consumers want, need, and what their expectations are.

What does a marketing manager do?

The educational requirements include at least a bachelor’s degree in marketing. You will then need work experience in advertising, public relations, and sales, in jobs including, for example, public relations specialist and sales representative. In addition you must have strong computer skills so consider taking classes if necessary. Because marketing managers work for every type of company, the work environment varies widely—and you can find one that truly works for you.

Marketing manager meaning

In Hutson’s case, she says, “I adore higher education.” She especially loves her work because she’s passionate about the mission of serving working adults at the University of Phoenix. Plus, even if you don’t find something you love right away, marketing is constantly evolving so you might find your “home” in a new field that has yet to emerge. “Because of the rapidly changing environment that marketing lives in, there is always something new to try,” Barons says. Specifically, where demand for the product exists, what influences that demand, and how it may change with time. Explore whether a career in marketing might be right for you by taking an introductory course in the field. Learn the fundamentals with Introduction to Marketing from the University of Pennsylvania or develop your content marketing skills with The Strategy of Content Marketing from UC Davis.

Types of brand marketing manager

Marketing professionals with a documented strategy are 313% more likely to succeed when compared to their peers who do not have a documented strategy. It is important to have at least a few years of marketing experience to prepare you for the position. Beyond that, there is no single path to becoming a marketing manager — but the steps below will give you an idea of how to demonstrate your readiness for the role. Customer retention should be woven into marketing efforts to create lifelong and loyal consumers. Create a buyer persona early in your marketing efforts, but understand that person’s needs and desires may shift and change in the future. Growing and shifting with desired target consumers is important for a business’s success.

Marketing manager meaning

Marketing managers working in scientific, technical, and professional services tend to draw the biggest salaries. Marketing managers generate customer interest in products and services across various media channels. A firm may have multiple marketing managers catering to the different needs of a product. Marketing management positions typically require a bachelor’s degree in marketing, business, communications or a business-related field.

Roles and Responsibilities

Together with the team, they focus on making sure consumers know about their products or services. Finally, marketing managers help businesses stay competitive in their respective markets. By keeping abreast of industry trends and emerging technologies, they can identify new opportunities for growth and innovation. In today’s fast-paced business environment, marketing managers are essential for companies that want to stay ahead of the curve and maintain a competitive edge.

Some companies may require professional degrees or memberships in professional associations. They’ll work with different teams, like UX product design, financial departments, and sales engineers, to develop a strategy that  will allow the product to meet its intended goals. While a marketing manager is the chief decision maker, there may be financial aspects that they are not aware of. Collaboration between all teams ensures that the marketing plan is as comprehensive as possible. A formal education in marketing helps you build a foundation for success in the field. As you pursue a degree or gain hands-on experience, look for opportunities to build these skills.

What Similar Roles Do

It is the responsibility of marketing managers to ensure that the execution of marketing programs achieves the desired objectives and does so in a cost-efficient manner. Effective execution may require management of both internal resources and a variety of external vendors and service providers, such as the firm’s advertising agency. Marketers may therefore coordinate with the company’s Purchasing department on the procurement of these services. A brand audit examines whether a business’s share of the market is increasing, decreasing, or stable.

Marketing manager meaning

The Importance of Marketing Managers in Business
Marketing managers are critical for businesses for several reasons. Firstly, they are responsible for developing and implementing marketing strategies that help businesses achieve their goals, such as increasing sales, expanding into new markets, and improving brand recognition. By analyzing market trends and consumer behavior, marketing managers can create targeted campaigns that resonate with potential customers and drive revenue growth. An accomplished marketing manager is well-versed in launching and promoting a company, brand, or product to the world. Marketing managers make marketing strategies, develop a well-organized marketing process and sustain consumer engagement in products and services through various media outlets.

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