will be responsible for developing, implementing and executing strategic marketing plans for an entire organization (or lines of business and brands within an organization) in order to attract potential customers and retain existing ones.
Their day-to-day tasks include managing and coordinating marketing and creative staff, leading market research efforts to uncover the viability of current and existing products/services, and liaising with media organizations and advertising agencies.
Marketing managers must be great business leaders as well as great marketing leaders. That’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. While the marketing department looks to marketing managers for guidance and direction, executives count on marketing managers for profitability and results. Operating at the center of the marketing department,these professionals must have extraordinary communication skills.
The Marketing Manager’s skill set
· Intimate understanding of traditional and emerging marketing channels
· Ability to think creatively and innovatively
· Professional judgment and discretion that comes from years of experience in the field
· Familiarity with the latest trends, technologies and methodologies in graphic design, web design, production, etc.
Marketing Managers come from a variety of academic backgrounds, including marketing, communication, business and other fields. Some companies require their marketing managers to have a master’s degree but, in general, bachelor’s degrees are acceptable.
Proven experience is significantly more important than formal education, and most marketing managers have at least seven years of experience in marketing prior to achieving their current position.