Are you the marketing manager of your company or you are vying for the position? If so, then this job description guide will help you understand your duties and responsibilities so that you can be outstanding in your work.
Marketing managers play a crucial role in helping a business to promote and sell its products to its customers.
They oversee the promotion of a business, service, product or brand by leading and influencing the way a brand looks and feels in the market.
Depending on the organization, they may be managing the marketing of a whole line of products and services, or be focused on one particular thing to promote.
They may also be in charge of a staff of marketing assistants.
Eventually, the duties and responsibilities of a marketing manager can cover the entire spectrum of how a company communicates.
This starts from the promotion of products and services right the way through to analysing data and setting strategy for how a company is going to grow.
In this article, you will discover expert tips on how to succeed as a marketing manager and what it takes to progress your career in this fast-paced industry.
If you are leading a hiring company that is in charge of selecting a marketing manager from a line up of applicants, then this guide will help you make a decision.
With the current talent shortage making it increasingly challenging to find skilled workers in certain industries and roles, it’s more important than ever to write a job description that stands out from the rest.
Find out the full details of the job description of a marketing manager as well as the duties and responsibilities in this article.
What are the duties and responsibilities of a marketing manager?
A marketing manager is responsible for managing the promotion and positioning of a brand or the products and services that a company sells.
Typically the sole duty of a marketing manager is to attract more customers to buy from the company and to raise brand awareness through the creation of marketing campaigns.
They do this by analyzing the types of customers that a company wants and developing strategies to attract them.
In addition, they also figure out ways for the company to better serve the customers they already have.
They’ll also ensure that the company sees a good return on any money that is invested in marketing activities.
The duties and responsibilities of a marketing manager can vary greatly, depending on the type of company they work for and what industry they operate in.
For example, a marketing manager who works for a large international e-commerce website may take on much more responsibility for content management and data analytics than one who works for a local manufacturing or engineering business. However, similarities between roles will always exist.
Below is a quick overview the duties and responsibilities of a marketing manager;
- Developing a pricing strategy that maximizes profits and market share but considers customer satisfaction.
- Identifying new customers.
- Supporting sales and lead generation efforts.
- Creating promotions with advertising managers.
- Understanding and developing budgets, including expenditures, research and development appropriations, return-on-investment and profit-loss projections.
- Compiling lists describing our organization’s offerings.
- Developing and managing advertising campaigns.
- Organizing company conferences, trade shows, and major events.
- Building brand awareness and positioning.
- Evaluating and maintaining a marketing strategy.
- Directing, planning and coordinating marketing efforts.
- Communicating the marketing plan.
- Developing each marketing campaign from start to finish.
- Researching demand for the organization’s products and services.
- Evaluating competitors.
- Handling social media, public relation efforts, and content marketing
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What are the qualifications and requirements for the job of a marketing manager?
If you’re considering marketing management as a career path, then you may be wondering what it takes to become a marketing manager.
What really are the qualifications and requirements for this job position?
Well, there are many career paths to becoming a marketing manager.
While each individual step to becoming a marketing manager is clearly defined, the potential for different approaches within each step is considerable.
Most candidates would normally have several years’ experience in a junior to mid-level position in either marketing, sales or PR.
However, a degree in marketing or business, or marketing manager training such as a professional qualification is generally advantageous to candidates.
Another option is to undertake a marketing apprenticeship, which can also be an effective route to reaching the role of marketing manager.
- Bachelor’s degree in marketing, business administration, or related field
- Having a masters degree in any of the courses above is an added advantage.
- Excellent written and advanced verbal communication skills
- Proven experience in creating marketing plans, marketing strategies and marketing campaigns
- Strong project management, multitasking, and decision-making skills
- Experience with online marketing, including social media, and content marketing.
- Metrics-driven marketing mind with eye for creativity
- Experience with marketing automation and CRM tools
- Understanding of public relations.
- Ability to quickly adapt to change.
How many years of work experience do you need as a marketing manager?
The length of years you require to become a marketing manager will depend on the perspective from which you are looking at it.
For instance, if you want to view it from a formal education standpoint, it is possible to enter the marketing management industry after earning a four-year Bachelor’s Degree in an appropriate marketing or business related discipline.
Another way, you can calculate the years of experience from the career trajectory perspective.
In this case, it is important to take note of the fact that aspiring marketing managers often enter the industry as a marketing coordinator or specialist.
As a result, it generally takes them at least a few – if not several – years to be promoted to a management level role.
And this still depends on how quickly they acquire experience and establish professional networks.
Once a candidate reaches the position of marketing manager, it can take about six months to a year to become fully trained in the many moving parts of the role.
But what if you are someone who does not have any experience at all?
In the case of those without marketing or management credentials, you can start to gain marketing work experience in many ways to impress recruiters, such as:
- Approach a local marketing agency and ask if you can shadow a marketing manager within their business.
- Find an internship or apprenticeship with a marketing department or marketing agency.
- Get to know people from within the industry to find out who’s hiring.
- Offer your services to a local business for free, for a short period of time, to help them work on their marketing campaigns.
- Enroll in a college course or take a marketing degree.
How much does a marketing manager earn per year?
According to Payscale, an entry-level Marketing Manager with less than 1 year experience can expect to earn an average total compensation (includes tips, bonus, and overtime pay) of $48,189.
As for an early career Marketing Manager with 1-4 years of experience, the average total earning is about $58,433.
Furthermore, a mid-career Marketing Manager with 5-9 years of experience earns an average total compensation of $69,010.
An experienced Marketing Manager with 10-19 years of experience earns an average total compensation of $76,156.
Finally, in their late career (20 years and higher), employees earn an average total compensation of $79,561.
Note that there are other factors which may or may not be in the job description of the marketing manager that may or may not result to increased earnings.
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What special skills do you require as a marketing manager?
When it comes to marketing manager skills, a high level of attention to detail and great all-round technical skills are essential.
Being able to think creatively is also an excellent trait.
And when it is at management level, team leadership skills are fundamental.
In addition, other skills that are necessary to succeed in a marketing management role include:
- Excellent communication and negotiation skills.
- Good Budgeting skills.
- Ability to use various types of software, including MS Office and Adobe Creative Suite.
- Good social media skills.
- An understanding of digital advertising platforms such as Facebook, Twitter, Bing and Google AdWords.
- People management and team leadership skills.
- An understanding of how to interpret data and make decisions based on data analysis.
Marketing is a very fast-paced role, so it’s about seeking and grasping opportunities while you can, and deciding what’s going to make the company the most money.
To be able to grasp opportunities when they appear, an understanding of data is important.
Creativity and an analytical mindset are very essential because being a marketing manager involves analyzing a lot of business data.
In addition, being a good motivator and having your team on your side is also important; not because you’re telling them what to do but because they want to do it and they want to progress.
Great marketing managers also need to communicate across the business and across cultures, too.
Plus, an excellent understanding of software such as Google Analytics, CRM systems, and AdWords, is advantageous.
You don’t need to be an expert, but you should have a good understanding.
What kind of companies employ marketing managers?
No matter how small or huge a company is, there is always a need for marketing.
However, to hire a marketing manager means that the company must be large enough to sustain the position.
Marketing managers can work in a vast variety of companies that have products or services to sell.
Typical employers of marketing managers can include
- Hotels and hospitality industry
- Retail and distribution
- Professional service firms such as solicitors and accountants and charities.
- Food brands
- Software companies
- Event companies
- Telecommunication companies
- Schools and education boards
Summary of marketing manager job description
As long as the company is big enough, there’s always going to be a need for a marketing strategy and online presence, and that’s where a marketing manager steps in.
Mostly, you find marketing managers a lot more in smaller to medium-sized companies.
In larger businesses that have huge marketing budgets, marketing people typically have little or no role, because companies of this size need more people with specialist skills.
So, instead of hiring an all-round marketing manager with generic skills, you’d get someone that looks after social media, someone else that looks after the website, someone else that looks after data etc.
The bottomline is that every marketing manager must have his job description at heart to function properly.
A complete understanding of your roles and responsibilities as a marketing manager is what makes you stand out.
And that’s what this article is all about – showing you the complete job description, including roles and responsibilities, of a marketing manager.
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