Job description

Marketing managers research, assess and determine product demand and concentrate on the practical application of marketing methods in companies with their available resources. This professional controls all the market activity – promotion, research and strategies – of the marketing department and is in charge of a product, service or brand.


    • Creating a marketing strategy for the company that suits their corporate objectives
    • Planning and instituting promotional campaigns, digital strategies and new tools
    • Coordinating marketing campaigns with sales trends
    • Managing all the marketing aspects of the business within the marketing department
    • Improving lead generation campaigns and analysing the initiatives’ results
    • Overseeing online and print marketing campaigns
    • Ensuring the firm’s marketing budget is properly taken care of
    • Maintaining internal communications with the team to ensure everyone is kept up to date
    • Cooperating with design agencies to determine if proposals match marketing ideas
    • Making sure that brand management and corporate identity remain intact
    • Considering strategy partner relationships for advancing marketing strategies

Skills and qualities

Attention to detail
Commercial awareness

Job outlook

Projected growth
The projected growth rate of employment in the US from 2016 to 2026, based on data collected through the BLS Employment Projections (EP) programme. The national average growth rate for all professions is 7%.


New jobs
The number of jobs projected to become available in the US between 2016 and 2026, based on data collected through the BLS Employment Projections (EP) programme.


Automation risk
The probability of computerisation, based on data published in ‘The Future of Employment’, a 2013 working paper by Carl Benedikt Frey and Michael Osborne.


Career progression

In any marketing firm, there is no long a position anymore titled ‘Marketer’. Instead, there is a whole host of titles: social media coordinator, event marketing specialist, community manager and digital content creator.

When you are in an entry-level position, you will be tasked with a diverse array of assignments that match your education and skills that will then facilitate a campaign’s success. After a couple of years, you will concentrate on an area where you will excel. Eventually, after several years of upward trends, recognition and profitability, you will become a marketing manager.

Working conditions

Average hours

37h/ week

Typical schedule

Full Time

Nights and weekends occasionally

Unless a deadline is approaching and the team needs to burn the midnight oil, the working conditions for a marketing manager are typical of white-collar jobs. A marketing manager will work Monday to Friday, 9am to 5pm, but there is the chance of working additional hours in the evening to meet with clients, deliver presentations at industry conferences or ensure an assignment is completed on time.

Like plenty of positions today, a marketing manager may need to keep an eye on emails and text messages to ensure that everything is running smoothly as the project’s due date nears.


Bottom 10%




Top 10%


Annual salary estimates are based on percentile wage data collected through the Occupational Employment Statistics (OES) survey of US workers.

Qualifications and training

Education level


BA in marketing or a related field

Study time

4 years

To become a marketing manager, you must complete a bachelor’s degree in marketing, business or business administration at an accredited college or university, which will take four years to finish. If you decide to study marketing, then it would be prudent for your career to enrol in additional courses for business or business management.

Moreover, as you go through college, you need to develop and update a portfolio of designs, concepts or achievements. To further benefit your career, you should apply for a couple of internships to attain experience and a better understanding of the industry at well-known marketing firms, something that further improve your résumé and portfolio.

Last Updated: Wednesday, November 2, 2022

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