Marketing manager job description

Marketing managers plan, coordinate and deliver marketing campaigns and strategies to promote their employer’s or client’s products, services or brand.

As well as coordinating and managing the work of a team of marketing staff, they undertake a varied range of hands-on tasks and responsibilities, with the ultimate goal of attracting customers and driving sales.

This complete guide includes a full marketing manager job description and covers everything you need to know about the job of a marketing manager, including requirements, salaries, career progression and more.

 

Guide contents

• Marketing manager job description
• How much do marketing managers earn?
• What does a marketing manager do?
• Requirements, skills and qualifications
• Who employs marketing managers?
• Which junior jobs progress to marketing manager roles?

 

CV templates 

 

Marketing manager job description

 

How much do marketing managers earn?

The marketing sector is generally well-paid, with the average salary of a marketing manager currently sitting at £37,935.

 

Marketing manager salaries in the UK

• Low: £22,000
• Average: £37,935
• High: £53,000

Source: CV-Library

 

Marketing manager salaries will vary hugely depending on:

• The industry of the employer – According to Marketing Week’s Salary Survey in 2019, the consumer electronic, FMCG and automotive sectors paid the highest marketing salaries, while the charity, public and construction sectors paid the least.
• Marketing channels – Do they manage strictly digital campaigns, such as social media and PPC advertising? Or do they manage print campaigns? Radio? Or television?
• The size of the company – Large, established, well-known brands generally pay more than small businesses and startups.
• General salary factors – As with most jobs, the level of candidate experience and location can impact salary

 

For example, a marketing manager working in Central London for a FMCG brand will normally earn significantly more than a marketing manager with equivalent experience working outside of London in the not-for-profit sector, where budgets are limited.

Do bear in mind that the averages listed above are taken from job advert samples and do not include extra benefits, like bonuses, pension schemes, overtime and non-financial benefits, such as healthcare.

 

What does a marketing manager do?

While job descriptions vary, here is a breakdown of the typical tasks and responsibilities that marketing managers generally carry out:

• Creating marketing strategies – Leading the long term development of marketing strategies, deciding who their target customers are and how they will reach them
• Planning + executing campaigns – Creating successful marketing campaigns and co-ordinating them from ideation to execution
• Setting targets + KPIs – Setting campaign and project targets/KPIs in order to measure performance
• Monitoring competitors – Researching competitor products and services and keeping track of their movement and performance
• Managing budgets – Keeping the marketing budget in line and managing expenditures, bringing in good returns on marketing investment
• Analysing results – Monitoring, evaluating and reporting on the impact of all campaigns in achieving their objectives
• Managing staff – Coordinating and overseeing the work of the marketing and creative teams
• Liaising with external teams – Working effectively with contractors, freelancers, external agencies and vendors
• Training junior staff – Training and approving the work of marketing assistants and executives
• Networking – Attending networking events, trade shows and marketing events in order to develop strategic relationships and stay abreast of trends and best practices

 

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What does a marketing manager need?

In order to carry out their role, marketing managers require a diverse range of skills, knowledge, experience and, sometimes, qualifications.

As the marketing profession is so varied, specific requirements will depend on the industry of the job, the seniority of the role and the types of campaigns being carried out.

However, generally speaking, here’s what is needed:

 

Experience

Marketing manager jobs will usually require the candidate to have had several years experience in a marketing role, such as a marketing assistant or marketing executive. While specific time frames will vary from employer to employer, between 2—5 years of relevant experience is often expected.

Senior marketing manager roles will normally require candidates to have gained 1-2 years experience in a marketing manager role, or significant experience as a marketing executive in a similar market or industry.

 

Marketing manager skills

As well as the industry experience and hard skills listed above, marketing managers will need a variety of soft and technical skills in order to thrive in the industry. These include:

• Marketing channel knowledge: Digital marketing campaigns such as social media, SEO, display advertising and PPC, as well as traditional marketing such as print (magazines, newspapers) TV, PR and radio
• Written communication: Composing briefs, emails, copy, internal communications etc, as well as proofreading the work of junior team members
• Verbal communication: Communicating with clients, colleagues, potential buyers and presenting ideas with confidence
• Market knowledge: A solid understanding of the markets their employer works in and the needs of the customers
• Attention to detail: Spotting errors in copy, creative work and data that others might miss
• Creativity: Developing new and exciting ideas for attention-grabbing campaigns and concepts
• Analytical: Analysing, reviewing and measuring the results of marketing campaigns
• Leadership: Overseeing and motivating a marketing team to achieve goals and targets
• IT: Using a range of software, tools and technology to deliver innovative marketing campaigns

 

Marketing manager qualifications

While there are no formal set requirements to gain a job as a marketing manager, there are numerous academic and vocational qualifications that can help candidates to progress within the field and perform well in their roles. Here’s an overview of some of the most common:

 

 

Bachelors or Masters Degree

A degree in marketing isn’t always essential, but certain employers will ask for a degree or HND in a relevant subject, such as:

• Marketing
• Media
• Communications
• Psychology
• Business or management
• IT or computer science

Gaining a masters or postgraduate degree in marketing can be useful in terms of opening doors, but, again, is by no means mandatory. However, as many masters-level degrees provide opportunities to work on real-world marketing campaigns and projects, as well as network with established marketing professionals, they can certainly help graduates to gain the experience they need to access upper-level marketing positions.

 

CIM Qualification

The Chartered Institute of Marketing is the leading body of qualifications within the field of marketing. Courses are available from foundation to leadership level and provide students with a breadth of up-to-date practical and theoretical marketing knowledge. Some employers state CIM training, or chartered status, as an essential requirement for their senior-level marketing roles, making it a highly prestigious addition to any marketer’s CV.

 

Vocational marketing qualifications

There is a growing number of well-known, accredited vocational course providers in the marketing field.

Gaining additional marketing certifications, training and qualifications can help marketing professionals to demonstrate their appetite for continued learning to employers, fill in any knowledge gaps and gain additional expertise in innovative new areas, such as digital.

While this list is not exhaustive, some popular course providers include:

• The Institute of Direct and Digital Marketing (IDM)
• The Digital Marketing Institute (DMI)
• Future Learn
• Google Skillshop
• HubSpot
• Coursera

 

What is expected of marketing managers?

Marketing managers will generally be expected to commit the following:

• Full time hours – As marketing managers are normally in charge of a team of junior staff, full-time hours are required – between 35 and 40 hours per week
• Standard office hours – The majority of marketing roles are 9–5
• Possibility of overtime – Extra hours may be required during busy periods, in order to meet deadlines
• Location – Normally based at the employer’s office
• Occasional travel – Travel to visit clients or partners may be necessary in some roles

 

Marketing manager benefits

In addition to an above-average salary, marketing managers usually enjoy a generous job perks and benefits package, including things like:

• Bonuses – based on campaign performance
• Pension scheme
• Generous holiday allowance
• Private healthcare
• Flexible/remote working opportunities

 

 

Who employs marketing managers?

Any company that sells a product or service can benefit from a marketing team, meaning employment opportunities for marketing managers are vast and varied, giving professionals the benefit of being able to work within the industry that interests them most.

More often than not, marketing managers work in-house for a brand or organisation, but there is also plenty of opportunity within full-service marketing, design, PR and digital agencies. It’s worth noting that marketing roles are increasingly focused on online and digital marketing, with less traditional print marketing and media roles available.

Marketing manager roles span across many industries, sectors and domains, with common employment opportunities available within:

• Retail
• Digital
• Fashion
• Hospitality
• Travel and tourism
• Food and drink
• Professional services
• Law
• Manufacturing
• Charity
• Marketing agencies – Companies who provide marketing services to multiple clients

 

Which junior jobs progress to marketing manager roles?

As well as trainee/graduate marketing schemes and programs, there are several jobs which commonly see employees progress into marketing manager roles. These include:

 

Marketing assistant

Supporting a team of marketing executives and the marketing manager, marketing assistants carry out a wide range of tasks and duties. This is an entry-level role with plenty of opportunity for learning and professional development. With hard work and drive, it’s not uncommon for marketing assistants to eventually work their way up into senior management.

Marketing executive

Next up the marketing ranks is a job as a marketing executive; a highly hands-on role that normally includes the delivery and implementation of various projects and campaigns. With a few years of experience, a move into a marketing manager role makes for a natural progression.

Account manager

Account managers act as the liaison between a marketing agency company and its clients, often being a more sales focused role, with minimal campaign involvement. With a growing number of account management roles available in the marketing and advertising industries, it’s possible for experienced account managers to sidestep into a more delivery-based role, such as marketing executive or manager.

 

Which senior jobs do marketing managers progress to?

There are endless opportunity for progression within the marketing industry.

Experienced marketing managers may choose to niche into a specific area of marketing at senior level, such as digital marketing, marketing communications, PR, direct marketing, event or account management.

But for those who wish to stay within the realm of general marketing, the following roles make for a viable route of career progression:

 

Marketing director

Marketing directors play a more strategic role than a marketing manager and tend to play a bigger part in the wider company, working closely with organisational leaders. The job includes a mix of marketing strategy, communications, sales and networking and often rewards professionals with salaries nearing 6-figures.

Marketing consultant

With experience, some marketing managers choose to set themselves up as an independent consultant on a self-employed basis, with some eventually developing their own marketing agency. Experienced marketing professionals can command a high daily rate, with the added benefit of gaining flexible hours and a better work-life balance.

 

Marketing manager job description – conclusion

For those with a creative spark and a results-driven mindset, a job as a marketing manager can be a highly rewarding career move.

With jobs available across industries, employment opportunities are varied and career choices can be tailored to suit an individual’s interests and passions.

Additionally, roles tend to pay above the national average and boast attractive career progression routes and opportunities.