What Is A Marketing Manager? Definition, Role, And Salary

A marketing manager is responsible for overseeing the marketing efforts for a business, service, or product. Go through this article to have more relevant information about a marketing manager.

Marketing management is the organizational discipline that focuses on the practical application of marketing orientation, techniques, and strategies inside enterprises and organizations and on managing a firm’s marketing resources and activities. Every marketer wants to climb the career ladder as quickly as possible. But if you are choosing to be a marketing manager, know what this role demands.

Moving up in ranks means becoming more involved in the marketing procedures and eventually becoming the principal implementor. However, this position comes with increased responsibility. It feels rewarding to witness our strategies come to life, but it’s crucial to understand what the role entails. To further understand the meaning of a marketing manager, keep reading.

What is a marketing manager?

A marketing manager manages the marketing department and controls all the company’s promotional and market research activities. Unless the business is tiny, the marketing manager oversees an internal team. Together with the team, they focus on making sure customers know about their products or services. If a marketing manager is in charge of a single product or brand, they are a product manager.

In simple words, a marketing manager is responsible for leading the market efforts for a business, service, or product. They estimate market demand and lead a marketing team to develop and implement creative and unique strategies to drive client trust through multiple media channels. One of their duties is relying on information between upper management and department employees regarding budgets and daily procedures, overseeing the implementation of marketing campaigns to promote business products and services, and hiring and instructing department employees.

A marketing manager develops strategies and tactics to boost the company’s reputation and drive qualified traffic. In addition, they deploy successful marketing campaigns from ideation to execution and experiment with various organic and paid acquisition channels. To be a marketing manager, a demonstrable experience in marketing together with the potential and attitude required to learn.

They experience identifying target audiences and creatively devising and leading across channels marketing campaigns that engage, educate, and motivate.

What does a marketing manager do?

Marketing managers have a variety of responsibilities. While there are industry-specific standards, there are everyday tasks that all marketing managers will do:

  • Conduct market research to understand the public interest and select the marketability of products and services.
  • Design creative and distinctive marketing strategies across multiple channels like social media, tv, billboards, and newspaper articles.
  • Create a marketing plan that details outcomes and goals.
  • Create comprehensive budgets and cost estimates.
  • Negotiate with potential clients and partners to schedule sales and advertisement contracts.
  • Handle public relations and troubleshoot internal and external issues as they occur.

Marketing managers are also responsible for training their team members on campaign-specific marketing strategies. They hire new employees to join their team, selecting those they think will meet intended goals for executing brand strategy. They cooperate with all team members, motivating them to meet goals while providing recommendations and delegating tasks.

Before launching their campaigns, they need to know their target customers. They must also understand what those consumers want, need, and expectations are. It is their job to determine whether the company’s product can meet that need. The marketing manager is responsible for establishing and strengthening a product’s brand. They need to ensure that the brand compiles with its vision and values.

Moreover, marketing managers supervise the different steps of all marketing efforts, from logos and package design to advertising campaigns and pricing strategies, including media outlet selection. These professionals also monitor every activity related to brand awareness, such as newsletters, email campaigns, contests, celebrity endorsements, and product placement in media.

Ten responsibilities of a marketing manager

A marketing manager’s work is highly collaborative. They often bring together distinct functions such as product marketing, digital specialists, content and creative teams, aligning all the groups whose work contributes to a successful plan or campaign. Besides working closely with their marketing coworkers, marketing managers also represent the marketing team to cross-functional groups, including product management, deals, or customer support.


They may collaborate with these groups to ensure new offerings are communicated seamlessly or locate new channels to reach customers. Some marketing managers also make relationships with people outside the company. Strong relationships with vendors, partners, and media members are essential for identifying opportunities to build awareness of the product and better engage the company’s target audience.

For example, a marketing manager may need to liaise with a third-party agency creating an advertising campaign or reach out to members of the press for help promoting a new product. Marketing managers are also responsible for updating senior leadership on the progress of marketing actions and reporting on the results of campaigns. While a marketing manager at a big organization usually reports to the director or VP of marketing, one at a more undersized company may report directly to the CMO or CEO.

There are many different types of marketing managers, but most transmit some fundamental duties. Here is an outline of the high-level tasks they may be accountable for:

Implementing strategy

Marketing managers follow a strategic plan generally set by a more senior marketing leader for how their company will achieve and maintain a competitive benefit in the market. They help implement this strategy through prioritized activities on the marketing roadmap.

Creating programs and campaigns

Every company wants to provide breakthrough programs and campaigns. Marketing managers own the process of building these plans, making sure creativity and content are aligned with the company’s strategic objectives. They also present ideas for future programs and campaigns.

Overseeing content

Marketing managers may specify the content strategy and put together an editorial calendar that supports the company’s pursuits. Besides reviewing each piece of content to ensure that it delivers the correct message and tone, they may also write blog posts, edit ad copy, craft marketing collateral materials, or work to enhance SEO rankings by writing meta descriptions.

Planning events

Some marketing managers are heavily concerned with planning and creating events. These can range from enormous product launches and conferences to fewer efforts such as webinars.

Handling external communication

Many marketing managers make relationships with the media to promote the company’s message. They often need to engage with other people outside the company, such as vendors, advertising agencies, or partners.

Managing projects, budgets, and people

In addition to managing their projects, marketing managers may also collect the budgets for their campaigns and tools. They also lead marketing team members such as content creators or graphic designers.

Coordinating cross-functional teams

Marketing managers provide cross-functional leadership. They notify everyone of the marketing plans and are the go-to people for any internal marketing-related queries or requests.

Supporting sales

Marketing managers often help with the sales process. This might entail everything from producing informational materials to training sales reps to move customers along the buyer’s journey more effectively.

Analyzing marketing data

Marketing managers track, analyze, and report on the consequence of all the other activities. They look for ways to improve their efforts and engage with prospective customers better. They may also consider competitors and compile and share industry trends.

Plans for future

A marketing manager always keeps searching for opportunities that will be proven helpful for the company. He not only sticks to one plan but keeps moving forward to avail of what’s coming next. This is what makes him look forward to better opportunities.

What are the three key responsibilities of a marketing manager?

The marketing manager owns three key responsibilities mentioned below:

  • Researching and exploring market trends and competitors, overseeing marketing campaigns
  • Tracking the effectiveness of marketing campaigns and reporting conclusions to the executive team
  • Negotiating and liaising with third-party marketing agencies.

What does a marketing manager do on a daily basis?

On a daily basis, marketing managers supervise all marketing campaigns for their company or department. They brainstorm ideas for new campaigns, corresponding with the sales team and other departments to produce effective strategies. Marketing managers monitor current campaigns, ensuring their staff meets deadlines and completes necessary tasks.

Moreover, when they see a project heading in the wrong direction or when the team loses focus, the marketing manager reminds each staff member of their responsibilities and delegates two tasks when necessary. To stay current on marketing trends, they also analyze data on a regular basis to evaluate the success of their marketing endeavors and come up with new ideas to improve brand marketing and frontage.

The marketing manager’s role is typical to oversee the tactical elements of the organization’s marketing efforts. Some marketing managers have direct reports. Some marketing managers have direct reports, some have agencies, and some execute marketing plans hands-on. Marketing managers are typically responsible for ensuring marketing projects are moving forward at a very high level. They are also responsible for coordinating with cross-functional teams to get buy-in or output for campaigns or assets.

They either manage the tactical elements of marketing campaigns or manage people that are managing the tactical elements. They ensure performance meets goals, identify improvement areas, and manage marketing reports.

Marketing manager job description and salary

The marketing manager description refers to developing, implementing, and executing strategic marketing plans for an entire organization or lines of business and brands with an organization to attract potential customers and retain existing ones. Marketing managers must be excellent business leaders as well as outstanding marketing leaders. It’s because they are responsible for working with executives to determine budgets and targets, and they are often charged with developing pricing strategies for products and services.

The marketing department looks to marketing managers for guidance and direction, and executives count on them for profitability and results. They generally work in corporate environments as part of a more extensive marketing, creative, communications, or digital team.

As part of an organization, they play a crucial role in aligning creative direction with the company’s strategic goals.

Education requirements and essential skills

Being a marketing manager demands to come from various academic backgrounds, including marketing, communication, business, and other fields. The individual must have a bachelor’s degree. Some companies mandate their marketing managers to have a master’s degree. You must have seven years of experience in this field. The skills that are demanded of being a marketing manager is an intimate understanding of traditional and emerging marketing channels.

In addition, the individual must have excellent communication skills and the ability to think creatively and innovatively. Budget management skills and proficiency are highly required. Professional judgment and discretion from years of experience in that field are necessary. Analytical skills to forecast and identify trends and challenges and familiarity with the latest trends, technologies, and methodologies in graphic design, production, etc.

Salary of marketing manager

The salary of a marketing manager may vary depending on the state or country. The estimated total pay for a marketing manager is $94,539 per year in the United States, with an average salary of $75,958 per year. These numbers represent the median which is the midpoint of the ranges from the proprietary total pay estimate model. The calculated additional pay is $18,582 per year.

Types of marketing managers

Marketing managers generally work in corporate environments. You will find them in various industries, such as health care, hospitality, entertainment, finance, and technology. No matter where your passion lies, you will likely find marketing jobs in that industry. Some marketing managers concentrate on a specific area of marketing. These fortes include:

Affiliate marketing managers

Affiliate marketing managers concentrate on the relationships between an organization and its marketing affiliates that accumulate commissions in exchange for driving traffic to a website.

Brand marketing managers

Brand marketing managers strive to increase brand awareness and the identity of a company or product.

Content marketing managers

Content marketing managers supervise the production of content that drives traffic to an organization’s website.

Digital marketing managers

Digital marketing managers supervise and implement marketing campaigns developed for online channels.

Marketing communications managers

Marketing communications managers monitor and assess the messaging used to market a brand or product.

Product marketing managers

Product marketing managers oversee the positioning and branding of typical products.

Social media marketing

Social media marketing managers take control of the company’s presence on social media platforms.

What is a marketing manager’s salary?

The median annual pay for a marketing manager in the US was $141,490 in 2020. But now, the marketing manager’s salary can range from $24,043 – $495,255 based on your experience. The typical marketing manager’s salary is $75,958. If you have technical skills, particularly project management, email marketing, SEO, and presentation software, these can equip you to complete tasks efficiently.

An additional salary of a marketing manager could include cash bonuses, commissions, tips, and profit-sharing. Salaries can range from $24,043 – $495,255. When factoring in additional pay and benefits, marketing managers in the United States can expect their total pay value to be $94,539.

What is the role of a marketing manager?

Marketing managers are concentrated mainly on the practical application and management of an organization’s marketing operations. For marketing managers to be efficient and influential in performing their functions, they ought to have excellent communication and analytical skills. In small organizations, the marketing manager is in charge of the organization’s entire marketing activities and therefore handles formulating, directing, and coordinating marketing activities to influence customers to choose the organization’s products over those of competitors.


The role of marketing managers is to generate customer interest in products and services across various media channels. They usually oversee the communication between a business and its customer base.

Difference between a marketing manager and a sales manager

The marketing manager and sales manager are both responsible for managing and organizing their divisions within a company. They work closely together to achieve specific goals and objectives, but their roles and responsibilities have defined differences. A few key differences between marketing and sales manager are mentioned below:

  • A marketing manager comes up with a marketing plan and strategies, whereas a sales manager comes up with sales plans and strategies.
  • A marketing manager is responsible for negotiating and closing specific business contracts. In contrast, a sales manager is responsible for assisting customers that may have questions about the company’s products and services.
  • A marketing manager decides the pricing of certain products and determines when discounts and specials should run, whereas a sales manager determines the profitability of certain products.
  • A marketing manager manages their team and ensures that all marketing tasks are according to the schedule, whereas a sales manager manages their sales team, motivating them to push sales.
  • A marketing manager deals with clients, trains team members, and communicates effectively with other teams.
  • Marketing managers are results-oriented and while sales managers are target-based.
  • Marketing managers focus on lead generation, while sales managers focus on revenue generation activity.
  • Marketing managers focus on maintaining a consistent and cohesive brand identity, whereas sales managers take care of the sales pipeline and drive people to the businesses.

Personality traits of a marketing manager

A marketing manager should possess admirable personality traits because not every marketing manager comes with an actual degree in marketing. The skills and personality traits can push him toward a marketing management career.


Great marketers have a mindset as they don’t want to reinvent the wheel, but they always try to look at the wheel as no one else does. Creative-minded marketers are always willing to take risks. They are not afraid to fail while creating new ideas. Some marketers have notebooks full of ideas scribbled down and ready wherever they are, and ideas might come.


Marketing managers should be loyal to their company. If somebody offers them to deceive or cause any loss to the company, he should neglect that individual and take strict action against him. Great marketer managers don’t just work with a brand; they live that brand. That brand’s product or services are a part of their daily lives, even outside work.


No matter how much you plan or how good you are, problems arise somewhere. Plans change, and new legalities pop up. A great marketer can pivot, adapt, and switch their entire focus at any point in any project. They don’t get too tired of one plan. Great marketers don’t only accept change; they thrive on it.

Great listeners

Marketing managers are great listeners. They carefully listen to the problems of their team and solve them.

Team player

Great marketers know they don’t work alone. A marketing manager’s best work is not born out of a boardroom or silo. Sales, finance, logistics, and marketing are dependent and must work well with all employees in these various divisions. Teamwork is key to great marketing, and great marketers are modest enough to realize this.


Boundless enthusiasm

Great marketing managers have passion for what they do, oozing out of them. You never suspect they love this occupation, and you will never hear them say, “God! work is so boring”.

How to become a marketing manager?

Most companies look for a candidate with at least a bachelor’s degree for management positions in marketing. If you are thinking about a career in marketing, consider earning a degree in advertising, communications, or a related field. Make yourself even more appealing to hiring managers by seeking a Master of Business Administration with a marketing concentration.

Build a marketing manager’s skills

Formal education in marketing enables you to build a foundation for success in the field. But marketing managers also leverage skills while on the job. As you pursue a degree or acquire hands-on experience, look for opportunities to build these skills.

  • Writing and public speaking skills will help you present ideas clearly and effectively to customers, decision-makers, and private clients.
  • SEO fundamentals can help you make decisions about how to execute campaigns on digital platforms.
  • Analytical skills will enable you to sort and analyze data to evaluate the success of marketing campaigns.
  • Creative thinking empowers you to develop new ideas for compelling campaigns and marketing strategies.
  • Interpersonal skills prepare you to work closely and cooperate with advertising, public relations, and customer service departments.
  • Project management skills equip you to set goals, track progress, meet deadlines, and manage teams.
  • Technical skills, specifically with project management, email marketing, SEO, and presentation software, can equip you to complete tasks with more significant efficiency.
  • Leadership skills help you boost marketing team members and delegate tasks to the right people.

Earn a certificate

Adding a relevant certification to your resume can validate your skills to potential employers as you develop critical marketing skills. Learn at your rate from the industry leaders at meta with the meta marketing analytics or meta social media marketing professional certificates.

Take relevant classes

Explore whether a career in marketing might suit you by taking an introductory course in the field. Learn the fundamentals of Introduction to Marketing or develop your content marketing skills.

Get hands-on practice

You don’t need a job to start gaining experience. Put your skills to use by marketing yourself, encountering an internship within a marketing department, or offering your marketing services to a non-profit group.

Build a portfolio

Your portfolio should be a sample of your best work in the field. You can start building content for your portfolio while developing new skills by completing a guided project designed to be finished in under two hours. Here are some options to get you started:

  • Google Ads for Beginners
  • Make a business marketing brand kit using canva.
  • Use canva to create social media visuals for a business.
  • Create a branding tracking campaign with Google Ads.

Bottom line

A marketing manager is responsible for leading the market efforts for a business, service, or product. If you want to be a marketing manager, you need to instill some personality traits that a manager possesses. Take a degree in Masters of Business Administration (MBA) and consider choosing the marketing field. Your skills and experience can help you succeed in this field.