What Is a Marketing Manager?
Marketing managers help businesses develop engaging content and connect with rewarding consumer markets. This leadership role demands strong creative and analytical skills. Marketing managers work in teams to track industry trends and develop advertising strategies.
Marketing manager careers offer high salaries highest paying jobs and strong job growth. The Bureau of Labor Statistics (BLS) reports that the top 10% of earners in this position made annual salaries exceeding $239,200 in 2024. The BLS projects a 6% growth for marketing manager jobs from 2024-2034.
About half of marketing manager jobs are in advertising, public relations, and related services. Employers usually want marketing managers to hold a bachelor's or master's degree and relevant work experience.
This page offers a close look at how to become a marketing manager. We explore skills, training, and job duties for anyone considering this role.
Marketing managers' main goal is to deliver a company's service or product to the most profitable markets at the right time. These professionals develop promotional strategies using channels such as social media, digital marketing, and direct mail.
What Does a Marketing Manager Do?
Marketing managers play an essential role for businesses of all sizes. Their responsibilities include organizing teams, conducting research on marketing strategies and existing products, and collaborating with media organizations.
Some marketing managers work as members of a single company's in-house team. Marketing managers can also be part of an agency where they serve many clients at once.
Key Soft Skills for Marketing Managers
Interpersonal Skills: Interpersonal skills help marketing managers make the most of their interactions with staff members, other departments, and people outside of their organizations.
Creativity: Marketing professionals need to think creatively when tackling problems. They must devise imaginative solutions and craft successful marketing plans.
Communication Skills: Strong writing and speaking skills allow marketing managers to communicate effectively across many formats. These skills help marketing campaigns communicate the most effective messages.
Organizational Skills: Marketing managers lean on organizational skills to set priorities and manage their time efficiently.
Key Hard Skills for Marketing Managers
Media Production: Marketing managers work with many promotional methods and materials. They should understand various media production formats, such as digital marketing, video production, and multimedia design.
Technological Skills: Marketing managers need tech skills to use customer relationship management software and AI tools. They also interact with analytics platforms like GA4 and various databases.
Research Skills: Research skills help marketing professionals identify consumer trends. These skills allow marketing managers to develop market research strategies and evaluate the research others prepare.
Sales Skills: Sales skills help marketing managers understand the relationships between companies and consumers. Managers also use sales techniques to better reach their target audiences.
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How to Become a Marketing Manager
Marketing managers usually need at least a bachelor's degree. Some employers do not require specific training, but many prefer a marketing or business degree. Technology training and an understanding of design and media production can also help candidates stand out.
Managers typically need marketing experience. A leadership background in other business areas, such as sales, can also meet this requirement.
Master's degrees, like MBAs, often provide a competitive edge in the job market. A graduate degree can help job-seekers build specialized skills and knowledge. Master's programs may also offer professional experience through internships and practicums.
Marketing Manager Requirements
Necessary credentials for marketing managers vary by employer, location, and industry. The following sections review common education and experience requirements for marketing managers.
Education Qualifications for Marketing Managers
Most organizations look for marketing managers with business-related bachelor's degrees.
Employers also seek out managers with advanced training in one or more concentrations. Strong candidates may have backgrounds in areas like consumer behaviors, market research, business communication, and media production.
Specialized education can also lead to other professional benefits. Candidates may qualify for higher-paying positions or promotions. Earning an MBA is a common way for marketing managers to upgrade their skills and advance their careers. MBAs with marketing concentrations offer even more targeted training.
Experience Required
Required experience for marketing managers varies by location, employer, and role. The amount of experience mandated may differ by position, but the type of experience applies more generally. Many marketing manager candidates have worked in areas like sales, advertising, promotions, and media production.
Completing an MBA program can help candidates gain experience. These degrees may provide internships or practical training in marketing management roles.
Marketing Manager Salary and Career Outlook
According to BLS data, marketing management is among the higher-paying business professions in the United States. Marketing remains an essential function for most organizations, so demand for marketing managers will likely stay consistent.
The BLS projects job growth for marketing managers to grow by 6% from 2024-2034, which exceeds the average growth for all occupations. The ongoing shift from print to digital media will force organizations to continue adapting their marketing efforts.
Where Can I Work as a Marketing Manager?
The rise of electronic media affects how organizations manage their marketing. Evolving media formats also change marketing's reach and influence. This fundamental change leads to new specializations, like social media, and new chances for marketers to take advantage of emerging opportunities. Marketing management professionals with specialized skills can expect to stay employed and well-compensated for their work.
A Day in the Life of a Marketing Manager
Marketing managers' daily tasks change depending on where they sit in the product or service pipeline. In the research stages, their daily activities involve planning and preparation. They look for ways to capitalize on new opportunities. During the development stages, they may budget, price, and create promotional materials. After launch, managers may focus on advertising and product and service evaluation.
On a given day, marketing managers may perform some of the following tasks:
Research the market for product or service prospects.
Create or revise marketing strategies to meet organizational objectives.
Work with other departments to budget, plan, and coordinate development, launch, and management.
Develop and maintain promotional campaigns.
Produce advertising campaigns to inform consumers.
Establish or fine-tune pricing and communication materials.
Work with sales teams, customers, and clients to evaluate and improve consumer satisfaction.
Report to executives about current and future operations.
How Much Does a Marketing Manager Make?
Salary expectations for marketing managers vary by factors like location, experience, and education. Candidates with a master's degree, such as an MBA in marketing, may earn more than those with a bachelor's degree.
Marketing Manager Salary Expectations
Industry can also affect salary expectations. Marketing managers in the insurance and finance industry, for example, earned an average annual salary of $167,610 as of May 2024, according to BLS employment data. At the lower end, wholesale trade marketing managers made an annual average wage of about $158,120.
Marketing Managers Pay Per State
Location may affect marketing managers' roles, responsibilities, opportunities, and salaries. Location-based factors like cost of living, demand, and population density can cause wages to rise and fall. Rural areas, for example, usually employ fewer business professionals. As a result, marketing manager jobs in these areas often pay less than in cities.
The following tables outline the highest-paying states in the country and the states that employ the most marketing managers.
Insights From a Marketing Manager
Adam Sanders
Adam Sanders is the founder of Growth Linked, a company that builds and scales high-quality digital media properties. Prior to founding Growth Linked, he spent a decade working in marketing and product management for major financial technology companies. He holds an MBA from Northwestern's Kellogg School of Business and a bachelor's in finance from Missouri State University.
Professional Organizations for Marketing Managers
Marketing managers benefit from engaging with organizations that support professionals in their field. These societies offer networking opportunities for both students and professionals. Members also enjoy access to job boards, career counseling, and online publications.
American Advertising Federation
The AAF provides networking opportunities and online resources for marketing professionals. The federation also offers student resources, including a dedicated career growth conference.
American Marketing Association
AMA members can take advantage of training seminars, conferences, and certification courses. Membership also includes access to marketing news, academic papers, and e-books. The association's website covers trending topics in marketing strategies, research, branding, and customer experience.
Public Relations Society of America
PRSA is the United States' leading communications professional organization. Its website includes professional development resources and webinars. The society also offers certification and on-demand, remote training options. Members receive special pricing for workshops and conferences.
Sales and Marketing Executives International
SMEI provides networking opportunities and specialized training materials for marketing and sales professionals. The organization also offers certification by exam in either sales and marketing.
Common Questions About Marketing Managers
Do marketing managers make a lot of money?
Yes. Marketing manager jobs typically pay well. According to the BLS, these professionals earned a median annual salary of $161,030 as of May 2024. This rate is more than $100,000 higher than the national median salary for all occupations.
What skills do you need to be a marketing manager?
Successful marketing professionals need excellent communication skills. Marketing managers must work effectively with their colleagues throughout the promotions, marketing, and advertising process. They also need analytical, interpersonal, and organizational skills.
Is marketing manager a good job?
Yes. The job outlook for marketing managers looks bright. The BLS projects a 6% job growth in the field from 2024-2034. According to the BLS, marketing managers will continue to be in demand across industries.
What types of jobs can I get with a marketing degree?
Professionals with a marketing degree often pursue careers in brand management or general marketing management. The degree can even lead to a CEO position with a marketing focus. Common job titles include marketing strategist, brand manager, and marketing manager.
Do I need a license or certifications to become a marketing manager?
No. Marketing managers do not need a particular license or certification. Some professionals choose to earn a certification to bolster their credentials. Popular options include the AMA's professional certified marketer certification.
