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How to Become a Marketing Manager

There is little more important to a company than brand recognition. The marketing professionals are responsible for creating that recognition, but they need management. For this reason, marketing and sales departments, and their leaders, are highly prized components of businesses.

As a marketing manager, your primary job is to handle the implementation and deployment of marketing campaigns, promotionals, service and product promotion, and the administration of the department. Working with other experts from advertising or sales, upper management, and your staff, you’ll collaborate to drive further sales for the company.

These managers generally need to have in-depth knowledge of marketing-related best practices, software programs, and very strong interpersonal skills. Having previous experience launching ad campaigns or showcasing events is a plus, as are strong leadership skills alongside creative problem-solving abilities. Time management and organizational skills will additionally help in this role.

Sample job description

A skilled marketing manager is essential to a company’s brand identity and marketing strategy. [Your Company Name] is seeking a motivated marketing manager to oversee and work with our marketing department to elevate our brand and services. The perfect candidate has the ability to create forecasts, identify new business leads, and implement an outstanding marketing strategy that increases brand awareness and profitability. You are the right fit for [Your Company Name] if you believe you have the skills necessary to optimize our marketing to the fullest potential.

Typical duties and responsibilities

  • Organize kickoff meetings for new projects with clients and creatives
  • Coordinate the creative and marketing teams
  • Communicate with executives to set pricing strategies and target goals
  • Develop budgets and schedules for projects
  • Direct market research to evaluate current and future product success
  • Organize creative and client reviews
  • Ensure projects are completed on schedule and meet campaign objectives

Education and experience

  • This position requires a bachelor’s degree in business, marketing, mass communications, or a related field. Some employers may require a master’s degree in marketing or business.

Required skills and qualifications

  • Expertise in traditional and digital marketing channels
  • Proficiency with Microsoft Word, Excel, and PowerPoint
  • Excellent leadership and communication skills
  • Ability to brainstorm ideas and concepts with creative and executive leadership
  • Proficiency with project management software such as Base Camp and Workfront
  • Working knowledge of visual design, web design, and production platforms and trends
  • Ability to evaluate and edit website and social media creative
  • Exceptional critical-thinking and problem-solving skills
  • Superior organization and time management skills

Preferred qualifications

  • 5+ years managing a team of marketers
  • Strong knowledge of digital marketing
  • Excellent leadership skills

Typical work environment

Marketing managers work in an office environment, usually with their own private office. Because of the type of work they do, marketing managers work closely with top executives and spend some of their time in conference rooms attending meetings. It’s also necessary for marketing managers to occasionally leave the office to meet with clients.

Typical hours

The work hours for a marketing manager are typically from 9 AM to 5 PM, Monday through Friday, in an office setting. However, longer or different hours may, at times, be necessary.

Available certifications

Marketing is such an important part of any business, which makes it all the more important to prove your value as a marketing manager. These are some of the top certification programs in this field:

  • Digital Marketing Pro Program. This certification program is the result of a team up between the American Marketing Association and the Digital Marketing Institute. By completing the 30 hours of online coursework in this program, you will be a PCM Digital Marketer and a Certified Digital Marketing Professional. Once you complete the course, you will take an exam to earn certification.
  • Online Marketing Certified Professional (OMCP). Receiving an OMCP certification requires passing scores on three OMCP exams as well as 5,000 experience hours or post-secondary education in marketing. With an OMCP certification, you verify that you have extensive training and experience in marketing best practices, which increases your hireability and earning potential as a marketing manager.
  • Google Marketing Certifications: Fundamentals of Digital Marketing. This certification program for beginners is accredited by the Interactive Advertising Bureau Europe and The Open University. It is a free course consisting of 26 modules and 40 hours of content from practical exercises to real-world examples of digital marketing. Upon completion, you will receive a certificate from Google. You can then take more advanced and specialized courses if you wish.

Career path

The journey to becoming a marketing manager begins with earning a bachelor’s degree in marketing, business, mass communications, or a similar field. A master’s degree in business or marketing can go a long way to proving a candidate’s credentials for this demanding role.

Since marketing managers require in-depth expertise in multiple facets of the industry, hands-on experience is crucial for getting hired for the position. Most employers require at least seven years in a traditional or digital marketing role — such as an account coordinator or digital marketing strategist position — from marketing manager candidates.

US, Bureau of Labor Statistics’ job outlook

SOC Code: 11-2021

2020 Employment293,700
Projected Employment in 2030323,100
Projected 2020-2030 Percentage Shift 10% Increase
Projected 2020-2030 Numeric Shift29,400 Increase

Demographic research is crucial to forecasting any marketing campaign’s potential success. Thanks to the digital ad revolution, marketing managers have more tools than ever to plan successful, targeted campaigns.

Social media has given marketing managers an invaluable window into the world of their consumers’ everyday wants, needs, and behaviors. To best appeal to their target audiences and stay ahead of their competition, marketing managers will need to keep on top of the latest social media tracking and analytics tools.