Once you have developed a few years of marketing experience, either in-house for a firm or nonprofit, or at a creative services agency, such as an advertising firm, you may qualify for a marketing manager position. This position, while often extremely demanding, can also be extremely rewarding, both professionally and financially.
Description
A marketing manager handles the promotional, marketing and advertising activities for a firm or nonprofit organization. In a firm with a small marketing department, your job as a marketing manager could include almost every facet of marketing, from conducting market research to developing advertising messaging strategies to developing pricing strategies to handling the organization's public relations. Many larger firms segment their marketing duties, and if you work for these firms, you might work on a specific aspect of the overall marketing function. For example, you might be an Internet marketing manager, charged with developing and refining the organization's online assets, including its website, its advertising and its social media networks.
Coordination
Much of a marketing manager's work is performed through coordinating the activities of other internal departments as well as the work of outside vendors. As a marketing manager, you may be responsible for setting the promotional strategy of your organization, but then you will have to make sure that your advertising department transforms that strategy into compelling collateral material, and that the public relations department starts working with journalists to get stories placed in local media that support the strategy.
Management
In addition to interdepartmental collaboration, marketing managers often supervise one or more employees. In small firms, your staff may perform marketing specialties, such as public relations, copywriting, advertising, media buying, marketing research and Internet marketing, among others, because there is no one else to do so. In larger firms, you may supervise the marketing department, but other departments, like public relations will likely fall under the supervision of a more senior executive, such as a vice president of marketing or a chief marketing officer. In the latter case, your marketing staff will likely work with you to develop promotional, pricing, product and placement strategies.
Marketing managers also typically manage a portion or all of an organization's marketing budget.
Compensation
Pay generally ranges from $73,000 to $100,000 for most marketing managers, though it is important to note that a marketing manager position is not entry-level. Also, compensation tends to skew towards the upper end of the range in metropolitan areas with large numbers of creative services firms, such as New York City.
Background
Marketing managers may have undergraduate degrees in marketing, although this is not an absolute requirement. Many marketing managers have degrees in other creative fields, such as English, Journalism or Communications. Advanced training in business, usually through the attainment of an MBA, is often desirable: MBA holders are exposed to all facets of a business' operational structure and can better create marketing strategies that encompass and reflect the entire organization.
Requirements include previous marketing experience; exact experience will vary by position. Marketing managers also must possess excellent writing and oral communication skills, creativity, initiative and analytical skills. The ability to sell is also desirable: even if you are not working directly with your organization's sales force, you will have to convince others of the viability of your marketing strategies and decisions. Facility with graphic design and layout is helpful in ensuring that your messaging strategy is properly communicated to those who will create your collateral material. Lastly, the ability to work well with others is essential.
Tags: marketing manager, public relations, your marketing, collateral material, creative services, firm nonprofit, Internet marketing