Researching and analyzing their company products' market share is one way marketing operations managers develop effective marketing strategies.
To ensure that marketing strategies are executed seamlessly, marketing operations professionals create, manage and track marketing processes to improve how their department operates. Usually referred to as marketing operations managers or marketing operations analysts, these workers analyze and develop metrics to reduce inefficiencies, standardize marketing plans, enhance the execution of marketing campaigns and increase the chances of higher revenue returns for their sales teams. As a result, this role is diverse and covers a wide range of marketing areas, including branding, advertising, media, management and budgeting.
Function
Marketing operations professionals work closely with their sales representatives, marketing teams and advertising agencies to execute the day-to-day activities of their company’s marketing plan. As a more senior-level role, marketing operations personnel focus on gathering research on market share, brand awareness, customer satisfaction and website response rates to better align marketing campaigns with current and anticipated trends in the marketplace. For example, a marketing manager may use marketing intelligence to develop sales forecasts and budgets, or make corrections to these plans as necessary based on market research. This position also generates reports using CRM tools and other databases to monitor sales activity and predict future sales and marketing performance.
Education
To become a marketing operations manager, candidates should have at least a bachelor’s degree in marketing, communications, business administration or a related discipline. Some companies prefer candidates with a master’s degree or MBA depending on the level of experience required for the position. College courses that help students prepare for a marketing career are marketing principles, statistics, economics, business writing, organizational management and financial accounting. In addition, continuing education classes and workshops that teach marketing professionals about customer relationship management (CRM), database and statistical software applications are beneficial.
Skills
Marketing operations managers need a plethora of skills to perform their jobs efficiently, including excellent oral, written and interpersonal communication abilities. In addition to being creative, analytical and logical, marketing operations professionals should be able to build relationships with different roles, departments and clients; lead and manage teams; present effectively to small and large groups; and make sound and timely decisions. Knowledge of word processing, spreadsheet, presentation and email software applications is also required, as this role is usually responsible for improving processes using various vendor and in-house technologies.
Salary
A July 2010 Indeed.com report stated that the average salary for marketing operations managers was $56,000 per year. Annual wages vary for this role based on factors such as company size, skill and education level, and geographic region. For example, Indeed.com also stated that marketing operations managers earned $69,000 in New York City, $47,000 in Cleveland and $64,000 in San Francisco.
Potential
According to the Bureau of Labor Statistics (BLS) "Occupational Outlook Handbook, 2010-11 Edition", marketing management professionals will be in demand due to economic expansion and the introduction of more goods and services in the marketplace. As businesses compete with other companies domestically and internationally, they will need marketing professionals who possess knowledge of the latest marketing trends, technologies and media. Marketing professionals who hold advanced degrees have extensive computer skills and are highly creative will have the best job opportunities. The BLS states that marketing manager jobs will rise 12 percent during the 2008 to 2018 period.
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