A marketing manager designs, coordinates, organizes and controls a company’s marketing activities and public relations.
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TasksDaily workJob profileSalary
What does a marketing manager do? What are his typical tasks?
A marketing manager is responsible for the coordinated organization of all advertising measures and the management of a company’s marketing projects. This includes advertising measures including action planning, product and pricing, but also budget management. This usually only refers to strategic planning, activities and processes. The operational execution is – especially in larger Companies – by the marketing department employees based on strategic considerations.
The main tasks of a marketing manager include:
- Planning and implementation of the marketing and communication strategy
- Design and pricing of products and services
- Product and brand communication
- Development of marketing concepts
- Planning of PR activities and public relations
- Preparation of market analyses and implementation of trend studies
- Management and control
- Evaluation of sales figures
- Reporting of activities (online and offline)
Depending on the size of the company or the company’s marketing department, the following tasks are also part of those of a marketing manager:
- Direct marketing
- Online marketing (including social media and search engine optimization)
- Content-Marketing
- Support of media channels
- Email and newsletter marketing
What does the typical working day of a marketing manager look like?
The day-to-day work of a marketing manager is very varied and diverse. This is mainly because the area of responsibility is very broad and a wide variety of activities are involved. Part of the time is devoted to planning. Communication concepts must be created and strategies planned. These are based on market analyses and trend studies that have been carried out beforehand. This requires research, but also a certain feeling for how the market will develop. Due to the coordination function, a lot of coordination and discussions are required – with employees in your own department, but also with those from other departments and the management.
However, everyday work can also be very creative when it comes to product design, the creation of advertising subjects or social media content. Since the task is a multi-channel approach, both online and offline activities are required.
What does the typical job profile of a marketing manager look like?
Education:
The most common educational path for a marketing manager is a business degree with a focus on marketing. In addition, most positions also require work experience in the field of marketing.
Required knowledge and skills:
Anyone seeking a position as a Marketing Manager should have a range of knowledge and skills that are CV and in the cover letter. The required hard skills include – depending on the company – brand building, content marketing, social media knowledge, direct marketing. But sound IT skills, the ability to use web tools and social media analysis tools, graphics skills and a good sense of language are also important for the job. In addition, a range of soft skills are often required, such as strategic and analytical thinkingemotional intelligence, creativity, networked thinking, organizational talent, good presentation skills, ability to work in a team and communication skills.
Further training and career opportunities:
There are a number of continuing education measures for marketing managers. The tasks are constantly evolving, particularly due to the ever-increasing pace of technological progress. A few years ago, the classic job profile was supplemented by the social media branch. Even ten years ago, search engine optimization was not part of the job description. Courses and continuing education in the area of digital marketing are essential for many marketing managers in order to always stay up to date with the latest technology and possibilities. In addition to these technical developments, industry- or product-specific continuing education can also broaden the horizons of marketing managers.
There are opportunities for advancement as a department head, but also as a position in strategic controlling, which is usually a central staff position in the company. There is also the option of practicing the profession independently – as part of a management consultancy.
How much does a marketing manager earn?
Marketing managers are divided into junior marketing managers (who have less professional experience) and senior marketing managers (more professional experience, more responsibility). The salary structure also changes due to this classification. A Junior Marketing Manager earns between 28,800 and 40,000 euros per year. Senior Marketing Managers The annual salary is between 35,000 and 90,000 euros, depending on professional experience, qualifications, area of responsibility, and the size and branch of the company.
If you want to know what salary possibilities a Marketing Manager has in detail, try the Stepstone salary planner.
Are you looking for a suitable job offer? Take a look at our current job advertisements for Marketing Manager.
