There are different types of marketing managers, but generally speaking, a marketing manager oversees a company’s outreach toward potential and existing customers. This outreach can be broad and general, such as a print mail campaign within a determined geographical area. It can also be more precise as with an email campaign directed toward those who have expressed interest in the company.
Ultimately, the role a marketing manager plays in a company depends largely on the nature of the company, its position in the industry and the product or service it sells. A single marketing manager may oversee marketing efforts in a number of different media or focus on a singular effort, such as social media marketing or email marketing.
Some responsibilities a marketing manager may have are:
- Managing a marketing budget
- Creating and negotiating contracts with contractors and vendors
- Performing analysis on marketing and consumer trends to inform marketing operations
- Developing and managing a marketing department and its personnel
Job outlook: Overall employment of marketing managers is projected to grow by 10% between 2021 and 2031, according to BLS.
Salary range: Marketing managers earned between $77,680 and $208,000 per year, according to May 2021 data from BLS.
Overview: A company’s brand includes all the elements that make it uniquely recognizable to others. Everything from a company jingle to its color scheme to how its employees interact with customers is a part of a company’s brand. When managed well, these elements can become shorthand for the quality a business wishes to project to potential and existing customers.
A brand manager is responsible for creating, overseeing and expanding a business’s brand. This requires both creativity to expand a brand’s application and analytical and public relations skills to assess and influence how a wider audience perceives a company.
While they perform many of the roles of a marketing or advertising manager, brand managers also handle a large amount of cross-department work. For example, when a business launches a new product, the input of a brand manager can help determine the look and feel of that product in relation to the existing business’s brand.
Some of the responsibilities of this role are:
- Researching consumer trends and drawing insights through analysis
- Creating a detail-oriented brand strategy that aligns with the company mission
- Looking ahead to potential trends and challenges to the company brand
- Aligning team members to ensure a brand is consistent and positively perceived
Job outlook: According to BLS, overall employment of marketing managers is projected to grow by 10% between 2021 and 2031. BLS does not include job outlook or salary data for brand managers specifically, although brand managers are a type of marketing manager.
Salary range: Marketing managers earned between $77,680 and $208,000, according to May 2021 data from BLS.