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Job description

Responsible for the delivery of the marketing strategy of a company’s product or service. The role of a marketing manager is broad ranging, incorporating many functions.

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Career overview
  • Understanding the needs of the customer
  • Producing and executing the marketing plan
  • Establishing and developing the company brand
  • Developing marketing campaigns
  • Analysing the return on investment (ROI) against each marketing campaign
  • Delivering multi channel marketing campaigns across digital, print, display ads, broadcasting, social media and events.
  • Promotion of the product or service
  • Pricing strategy
  • Analysing customer behaviour
  • Researching competitor activity and the market place for the product or service
  • Supporting and delivering events both physical and virtual
  • Managing a team of marketers
  • Advertising and search marketing spend, return and performance.
Key skills and personal attributes

To be successful as a marketing manager, you will need a broad range of skills, we have broken these into hard and soft skills.

Soft skills:

  • Strong communicator: You will need to be able to clearly communicate your ideas and plans to your team, as well as to clients and stakeholders, verbally and through written communication.
  • Leadership: As a manager, you will be responsible for leading and motivating your team to achieve marketing goals.
  • Interpersonal skills: You will need to be able to build and maintain relationships with clients, colleagues, and other stakeholders.
  • Being a capable problem solver: successful marketing requires creativity and the ability to find solutions to challenges.
  • Time and project management skills: Marketers often have to juggle multiple tasks and projects, so it's important to be able to prioritize and manage your time effectively.
  • Adaptability: The marketing industry is constantly evolving, so being able to adapt at pace to change is critical.
  • Creativity: Marketing managers should be able to come up with new and innovative ideas to promote products or services.
  • Strategic thinking: You will need to be able to develop and implement marketing strategies that align with business goals.

In addition to soft skills, marketing managers may also need to have certain industry specific, commercial or hard skills in order to be successful in their role. These may include:

  • Budget management: Marketing managers are often responsible for managing marketing budgets, so it's important to have good financial planning and budgeting skills.
  • Data analysis: Marketing managers may need to analyze data in order to inform marketing strategies and measure the effectiveness of campaigns.
  • Market research: Marketing managers should be able to conduct market research to gather insights about target audiences and industry trends.
  • Sales skills: Marketing managers may be responsible for supporting sales efforts and identifying new business opportunities, so it can be helpful to have some sales skills.
  • Marketing automation: Marketing managers may need to use marketing automation tools to streamline and optimize marketing processes.
  • Digital marketing skills: In today's digital age, it's important for marketing managers to have a strong understanding of online marketing channels, such as social media, email marketing, and search engine optimization.
  • Project management: Marketing managers may need to coordinate and manage various marketing projects, so having project management skills is useful.
  • Proficiency in marketing technology and tools. Marketing is a highly technical field, and many marketing jobs require the use of specific tools and software. Familiarity with these tools can be a valuable asset.
Relevant marketing qualifications

There are a variety of marketing qualifications that can help your marketing manager career.

  1. A bachelor's degree in marketing, advertising, or a related field. This can provide a strong foundation in marketing principles, as well as give you the opportunity to specialise in a specific area of marketing.
  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

Marketing careers can be broken into a number of marketing fields or specialist paths and levels of experience within each.

Relevant work experience. Many marketing jobs require candidates to have some form of marketing experience, whether it be through internships, part-time jobs, or full-time positions.

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