Marketing managers are multitalented professionals who play an essential role across a vast segment of the U.S. economy. Their primary duty – to increase a company’s sales and profitability via market analytics – requires a wide range of skills and abilities, and marketing managers are often situated alongside corporate executives.
The work environment is fast-paced and the hours are often intensive. On a daily basis, a marketing manager’s duties may include the following:
- Initiate market segmentation
- Design and implement market research studies
- Conduct statistical and data analytics
- Develop and oversee the production of marketing campaigns and materials
- Supervise a staff of market research analysts
- Collaborate with upper management, and design, sales and product development staff
Given the breadth of their responsibilities, marketing managers must be creative, decisive and analytical. Good communication and leadership skills are equally important, as is familiarity with ongoing and developing trends in media, technology and consumer behavior.
The U.S. Bureau of Labor Statistics (BLS) predicts a 12% growth rate in employment opportunities for marketing managers between 2012 and 2022, the same as the national average for all occupations. The BLS anticipates 25,400 new positions created for marketing managers, bringing the total projected employment to 216,000.
Although positions in traditional print media will continue to decline for marketing managers, they will be replaced by digital media jobs.
Competition should be fierce, and marketing managers with experience and training in digital media and online market analytics should have better prospects with the continuing growth of Internet advertising.
Salary Ranges and Considerations
Marketing managers nationwide earned an average annual wage of almost $128,750 in 2015, with the top 10% earning more than $187,200, the BLS reported.
As in most professions, advanced degrees and on-the-job experience can equate to higher earnings. Marketing managers typically have several years of experience in advertising, sales, public relations or a related field before advancing to a management role.
Individuals interested in pursuing a career as a marketing manager should research local and regional market conditions, as salary levels and employment opportunities can differ based on various factors, including geographic location.
Education and Training
A bachelor’s degree is a requisite for most marketing management positions. For example, a business administration degree with a specialization in marketing or management, as well as covering subject areas such as Internet marketing, human relations management, business law, statistics, mathematics and accounting.
Employment experience is also critical; marketing managers may start their careers as buyers, sales representatives or public relations specialists. In order to make the transition into management, marketing professionals can seek to boost their prospects with an advanced degree, such as a master’s in marketing or business administration.
Applicable Military Occupational Specializations
Several military occupational specializations align with the duties and responsibilities of a civilian marketing manager. Those include:
U.S. Air Force
- Public Affairs Specialist: Write and edit news, features, and commentaries for base newspapers and websites, social media outlets and media releases
- Psychological Operations Specialist: Assess, create and distribute media and information to a target population
- Signals Intelligence Analyst: Analyze strategic communications in order to extract tactical intelligence
- Mass Communication Specialist: Create graphic designs, design and manage websites, and distribute information