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Job description

A marketing communications manager is responsible for planning, developing, and implementing a variety of communication strategies and tactics to promote a product or service. These strategies may include advertising, public relations, promotions, events, and internal communications.

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Career overview

The specific responsibilities of a marketing communications manager can vary depending on the organisation and the industry, but generally, they include:

  • Developing and implementing communication strategies and plans that align with the company's overall goals and objectives
  • Managing the production of all marketing materials, including brochures, advertisements, and website content
  • Coordinating with other departments, such as product development, sales, and advertising, to ensure that all communications support the overall goals and objectives of the company
  • Overseeing public relations efforts and working with media outlets to secure coverage for the company and its products or services
  • Managing the company's social media presence and online reputation
  • Planning and executing events, such as product launches and trade shows
  • Monitoring and evaluating the effectiveness of marketing communication efforts and making adjustments as needed
  • Managing and overseeing the work of internal and external agencies and vendors
  • Staying up-to-date with industry trends and developments to ensure that the company's communication strategies are current and effective
  • Success can be measured through metrics such as website traffic, social media followers, and email subscribers, the level of engagement and conversion.
  • Media coverage: The number and reach of media placements and mentions in the press.
  • Often responsible for the Net Promoter Score, measuring how likely customers are to recommend a company’s products or services to others on a scale.
Key skills and personal attributes

A marketing communications manager typically requires a combination of both hard and soft skills. Some of the key skills that are typically required include:

  • Strategic thinking: The ability to develop and implement communication strategies that align with the company's overall goals and objectives.
  • Project management: The ability to effectively manage and coordinate multiple projects and initiatives simultaneously.
  • Strong written and verbal communication: The ability to effectively communicate complex ideas and strategies both internally and externally.
  • Creativity: The ability to come up with new and innovative ideas for marketing communications efforts.
  • Analytical skills: The ability to analyze data and evaluate the effectiveness of marketing communication efforts, and make adjustments as needed.
  • Strong attention to detail: the ability to review and edit communication materials and ensure they are accurate, error-free and aligned with company's branding and communication guidelines.
  • Interpersonal skills: The ability to work effectively with a wide range of people, including team members, other departments, and external partners and vendors.
  • Adaptability: The ability to work well in a fast-paced environment and adapt to new technologies and trends.
  • Leadership and team management: The ability to lead and manage a team of internal and external employees and contractors.
  • Technical skills: Knowledge of graphic design and content management software, as well as social media management and analytics tools, will also be beneficial for a marketing communications manager
  • Strong communicator: To be able to clearly communicate ideas and plans to the team, as well as to clients and stakeholders, verbally and through written communication.
  • Leadership: Responsibility for leading and motivating a team to achieve marketing goals.
  • Interpersonal skills: To be able to build and maintain relationships with clients, colleagues, and other stakeholders.
  • Being a capable problem solver.
  • Time and project management skills: often having to deliver on multiple tasks and projects, an ability to prioritize and manage time effectively is essential.
  • Creativity: Marketing communication managers should be able to come up with new and innovative ideas to promote products or services.

In addition to these skills, a marketing communications manager will also benefit from having a strong understanding of the industry, including trends, best practices, and regulations, as well as keeping abreast of the latest technologies and tools available for marketing communication.

Relevant marketing qualifications

There are a variety of qualifications that can help you get a job in marketing communications.

  1. A bachelor's degree in marketing, advertising, communications, public relations, English, business administration or a related field.
  2. A master's degree in marketing. This can be especially helpful if you are looking to advance your career or specialise.
  3. Marketing certification programs, such as those offered by the Chartered Institute in Marketing (CIM), the Direct Marketing Association (DMA), the Institute of Data Marketing (IDM) or the British Academy of Digital Marketing offer a comprehensive range of marketing courses. These programs can provide you with specific skills and knowledge pertinent to your chosen field of marketing.
Career path

The career path for a marketing communications manager can vary depending on the organisation and the individual's goals and interests, but some common career paths include:

Senior Marketing Communications Manager: After gaining experience as a marketing communications manager, an individual may be promoted to a senior level role with increased responsibility and oversight of a larger team or budget.

Marketing Director: With additional experience, a marketing communications manager may advance to a marketing director role, which involves overseeing the entire marketing department and leading the development of the company's overall marketing strategy.

Head of Communications: A more specific career path from a marketing communications manager is to move into a head of communications role where their focus is solely on the communications function of the business.

Agency side: Some marketing communications managers may choose to move to an agency side, where they can work with multiple clients and gain a wider range of experience and knowledge.

Specialist roles: As a career path, some marketing communications managers may choose to focus on specific areas such as digital marketing, social media, or public relations, which can lead to roles such as a digital marketing manager or a social media manager.

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