Marketing managers: what they do + how to become one

Hey, there!

Marketing is all around us. Whether you’re sorting your inbox, perusing the morning paper, or just going for a stroll in your friendly neighborhood Times Square, you likely encounter, maneuver, and engage with countless marketing campaigns every day. That’s a lot of advertising to manage–and, so, is it any surprise that there are professionals tasked with doing just that? 

In this week’s Career Chat, we’re spotlighting the very impactful work of marketing managers who oversee the campaigns we interact with every day. This isn’t an entry-level position, and their pay goes to show it. According to the US Bureau of Labor Statistics (BLS), marketing managers earned a median salary of 157,620 in May 2023, and these jobs are projected to grow by 8 percent (faster than average) over the coming decade. 

Their high pay and strong demand demonstrate just how valuable marketing managers are to employers. So, let’s explore more about this career and what you need to join it. 

BUT FIRST! Are you looking to launch your career in marketing? Enroll in the Adobe Marketing Specialist Professional Certificate to build in-demand skills in marketing strategy, research, and content creation. 

💼What do marketing managers do?

Marketing managers focus primarily on leading marketing campaigns meant to raise awareness and generate demand for an organization’s products or services. The diverse range of marketing functions they may handle, though, means that a marketing manager’s tasks can vary considerably from one organization to another. Some common tasks shared amongst these roles include:

• Designing, managing, and evaluating marketing campaigns 
• Managing a campaign budget
• Reviewing marketing material
• Conducting market research 
• Preparing advertising contracts
• Managing workers within a marketing department
• Monitoring campaign performance

Marketing managers may also specialize in an area of marketing, like affiliate, brand, content, social media, or digital marketing, which may impact their duties. Similarly, the industry in which they work can have a large impact on the focus of their day-to-day tasks.  

🎯How to become a marketing manager 

You can become a marketing manager through education, work experience, and skill development. 

Although a marketing manager’s exact education requirements may vary from job to job, according to Zippia, 75% of them have bachelor’s degrees, 13% have a master’s degree, and 7% have an associate degree. Common areas of study include business, marketing, communications, and management. 

Top skills you should focus on developing for the job include writing and public speaking, marketing analytics, creative thinking, interpersonal skills, project management, and leadership, along with technical skills like email marketing and SEO.

Many marketing managers start out as sales representatives, market research analysts, public relations specialists, marketing coordinators, or marketing specialists before moving into management positions. Some marketing managers may also participate in mentoring programs or undergo training that prepares them for the role. 

📈Build skills to boost your marketability

Your skill set is the cornerstone of your marketing career. Build the skills you need to one day lead a marketing team with one of these top-rated education programs on Coursera:

To launch your marketing career, enroll in the Adobe Marketing Specialist Professional Certificate. Build the skills you need to execute effective marketing campaigns, analyze market trends, and craft compelling content using Adobe Express. 

For digital marketing fundamentals, take the Google Digital Marketing & E-commerce Professional Certificate. Learn how to attract and engage customers through digital marketing channels and build e-commerce stores in this popular program. 

For a deep dive into social media marketing, try the Meta Social Media Marketing Professional Certificate. Explore how to develop effective social media posts, establish a strong social media brand presence, and evaluate the results of your advertising campaigns.

Okay, that’s a wrap on this week’s issue! Before you start crafting your next engagement-worthy LinkedIn post, consider sharing how you’re preparing for your marketing career in the comment section below. See you next week!

Have a career question you’d like us to answer next? Share it below. And, as always, we welcome YOUR advice and experience in the comments.