21/11/2021
Marketing managers play a crucial role in helping a business to promote and sell its products to its customers. They can lead and influence the way a brand looks and feels in the market and marketing manager duties can cover the entire spectrum of how a company communicates. Discover expert tips on how to succeed as a marketing manager and what it takes to progress your career in this fast-paced industry.
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What is a marketing manager?
Marketing covers a vast spectrum of duties within a business, from the promotion of products and services right the way through to analysing data and setting strategy for how a company is going to grow.
Because marketing can have a profound effect on every element of a company and the way it operates, marketing management is a very responsible role. Primarily the marketing department exists to find new ways of generating revenues and customers aligned with the fast-moving pace of technology, as well as optimising and modernising traditional marketing methods.
A creative mind and a head for business are essential to succeed in the role of a marketing manager. Strong communication coupled with the ability to lead and motivate a team are considered core skills for this position.
Marketing management is an available and accessible career path for anyone at any stage in their career, and salaries for marketing managers are generous. For those seeking to progress quickly, senior marketing opportunities are plentiful, with wages and benefits increasing with experience and level of responsibility. Most importantly, marketing management is a fun career choice; it can offer the potential to travel, handle luxury goods and services, attend large events, and even take part in new technology trials.
Discover insights and advice from experts who are currently doing the job. Here, we’ll delve into the details of the role, the skills and qualifications you’ll need, and explore marketing management careers.
What does a marketing manager do?
A marketing manager is responsible for managing the promotion and positioning of a brand or the products and services that a company sells.
Typically marketing managers are employed to attract more customers to buy from the company and to raise brand awareness through the creation of marketing campaigns. They’ll also analyse the types of customer that a company wants and how to attract them, and they’ll figure out ways for the company to better serve the customers they already have. They’ll also ensure that the company sees a good return on any money that is invested in marketing activities.
Because a marketing manager job role is so diverse and interesting, depending on the size of the company, the marketing manager can be responsible for many diverse activities, such as:
Website management.
Social media management.
Copywriting and content management.
Data analytics.
PR and corporate communications.
Collaborating with their head office based in the USA, Chris Vella-Bone, e-commerce and digital marketing manager for the award-winning garbage disposal product InSinkErator, plans the digital marketing strategy for the UK and each individual country in Europe, while managing a small marketing team. “I analyse strategy and carry out tasks such as content production and working with brand agencies to localise content aligned with brand guidelines that are set by the head office in America,” he says.
Much like marketing can cover many different roles within a business, the reverse also applies. Many other management roles could also incorporate the marketing function. For example, Carrie Gilbertson, commercial manager for shop-fitting manufacturers Displaysense, oversees the marketing function for the company but also has other responsibilities, such as purchasing and recruitment.
“Marketing is a varied role,” states Gilbertson. “You’re constantly seeking new opportunities for the business to succeed in the marketplace, as well as keeping an eye on the competition, and making sure the business is at the forefront of the industry. One minute you could be talking to a web developer and the next minute you could be discussing strategy with a CEO who may not understand the technical aspects of marketing, so great communication skills are essential.”
Adding value to the product offering is a core responsibility for Jane McConnell, UK marketing manager for award-winning Manchester-based augmented and virtual reality firm EON Reality. “I look after the sales pipeline and partnerships and constantly seek out new ways to make the product attractive to different industries. My role is expansive and covers segmentation, social media, promotion, data analytics, content and content partnerships, and events management. Everything I do is designed to generate more customers.”
Marketing manager roles and responsibilities
The duties and responsibilities of a marketing manager can vary greatly, depending on the type of company they work for and what
