How to become A Marketing Manager

When customers make purchases, they rarely acknowledge the invisible hand of the marketing team that played a role in their decision. Marketing Managers are in charge of bringing their company's product or service to the attention of the customers who need it, and they supervise the teams who assist them. These managers are critical to a company's performance because the work of their departments directly affects profits and pricing strategies.

• Brand Manager
• Chief Marketing Officer
• Marketing Analyst
• Marketing Coordinator
• Social Media Director

What do Marketing Managers do?

A Marketing Manager would typically need to:

• Create awareness of and develop the brand they are marketing; communicate with target audiences and build and develop customer relationships; participate in developing integrated marketing campaigns that promote products, services, or ideas
• Carry out the functions of planning, advertising & public relations, event organisation, product development, distribution, sponsorship, and research, as required by the company
• Initiate market research studies and analyse their findings to understand customer and market opportunities for businesses; establish marketing goals
• Develop and implement a marketing strategy to help organisations maximise their profits; study the market share; work with sales, public relations, and product development staff
• Collaborate with department heads, staff, art directors, advertising sales agents, and the financial team to discuss budgets & contracts, marketing plans & advertising campaigns, and the selection of advertising media such as radio, television, print, online media, and billboards
• Evaluate and review existing advertising, direct marketing, and campaigns
• Work closely with in-house or external creative agencies to design marketing materials such as brochures and adverts; source advertising opportunities and place adverts in the press or on the radio; negotiate advertising contracts
• Produce creative content, including videos and blog posts; write and proofread marketing copy for both online and print campaigns
• Plan promotional campaigns such as contests, coupons, or giveaways; run social media channels to enhance audience engagement; ensure customer satisfaction
• Track marketing performance and return on investment; prepare weekly or monthly reports for management; monitor and report on competitor activity
• Meet with clients to provide marketing or related advice; maintain and update customer databases
• Oversee and manage the marketing budget; direct the hiring of advertising, promotions, and marketing staff, interview, hire and train them; oversee their daily activities
• Organise and attend events such as conferences, seminars, receptions, and exhibitions
• Estimate the demand for products and services that an organisation and its competitors offer; identify potential markets for the organisation’s products
• Monitor trends that indicate the need for a new product or service; assist in the development of that product or service, and create a marketing plan for it

You will spend much of your time in an office, but you will also attend client meetings, partner organisation meetings, supplier meetings, and various activities and exhibitions. You may have an opportunity to work with top executives in some of the most luxurious settings a company can offer. To create and grow relationships, you may need to socialise with stakeholders and clients. Jobs tend to be based more in towns and cities rather than rural areas. Meetings with clients and attending media events necessitate travel. Jobs in multinational companies may require you to travel abroad or take up overseas assignments.

Marketing Managers typically work full-time from 9 a.m. to 5 p.m. Weekends and holidays are usually off, but you may need to work some evenings or weekends when planning or attending events or working on an extensive marketing campaign.

Short-term contracts through agencies or part-time work are possible. With adequate experience and a solid network, you may also opt for self-employment or freelance work.

Marketing Managers operate in various industries, including banking, retail, advertising, and non-profit and charitable organisations. The exact nature of the position will vary depending on the organisation’s size, industry, and whether the goal is to sell a product or service or raise public awareness about a general problem.

You could choose to register with recruitment agencies or send targeted speculative applications to marketing consultancies and the marketing departments of the enterprises in which you aim to work. You may also find out about vacancies through word of mouth and networking.

Marketing Managers are generally employed by:

• Public & Sector Enterprises
• Manufacturing Industry
• Finance & Insurance Companies
• Consumer Industry
• Retail Businesses
• Wholesale Industry
• Marketing Agencies
• Advertising Agencies
• Recruitment Agencies
• Media
• Professional, Scientific & Technical Services
• Information Technology Industry
• Higher Education Institutions
• Government Agencies
• Non-Profit Organisations
• Charities

Professional associations and organisations are crucial for Marketing Managers interested in pursuing professional development or connecting with like-minded professionals in their industry or occupation. For instance, the Marketing International Association (IIMP) aims to advance communication and ethical standards in the marketing field. Membership in such professional bodies can add value to your resume while bolstering your credentials and qualifications.

• Stress to meet tight deadlines; working on various projects at once while communicating with clients, suppliers, and creative agencies
• Dealing with the low levels of performance levels among employees
• Retaining star employees in a competitive and globalised world

Marketing Managers typically have work experience in advertising, marketing, promotions, or sales. They can look for vacation work, placements, job shadowing, or part-time work in marketing or related areas. Getting work as a marketing assistant or junior marketing executive is an excellent first step. Some larger employers offer students paid summer placements. Any job that provides experience in sales, customer service, market research, or public relations will be helpful.

One can make the most of any marketing placements or the integrated placement year course to develop skills and build a network of contacts. Students can attend industry workshops and look for networking opportunities.

A bachelor's degree is usually the minimum requirement for the position of Marketing Manager. Courses in marketing strategies, consumer behaviour, market research, product design and statistics are advantageous. For advertising management positions, some employers prefer a bachelor's degree in advertising or journalism.

A bachelor’s programme typically prepares students for career success by helping them build a wide knowledge base such that graduates can be versatile in the job market.

While a master's degree is not necessary to become a marketing manager, a focused degree, such as an MBA (Master of Business Administration) specialising in Marketing, will help a marketing career progress financially and professionally. Consumer behaviour, social networking, search engine optimisation, and other related advertisement subjects are courses that complement a core business curriculum.

Certification demonstrates competency in a skill or set of skills, typically through work experience, training, the passage of an examination, or some combination of the three. Certification from an objective, credible and reputed organisation can help you gain professional credibility, stand out in a competitive job market, increase your chances for a promotion or advancement, validate your knowledge and increase your confidence at work.

Performance, experience, and the acquisition of professional qualifications drive career progression. Employees with consistently high levels of performance may be eligible for promotion every two to three years. Once you have acquired practical experience and expertise, you should expect to advance to Marketing Executive and then to Senior Marketing Executive, and onward to Marketing Manager and Marketing Director. Marketing Managers who excel at their work will advance to Chief Marketing Officer (CMO) or Vice President (VP) of Marketing. These executives concentrate on the big picture and overall business marketing strategy of the firm. Some Marketing Managers prefer to diversify into related careers in Sales, Advertisement, or Public Relations.

Marketing Manager positions are widely sought after by other administrators and seasoned practitioners. Those who can navigate the digital environment should have the best opportunities as internet-based advertising gains momentum.

Continuing professional development (CPD) is the holistic commitment of Marketing Managers to enhance personal skills and proficiency throughout their active careers through work-based learning, a professional activity, formal education, or self-directed learning. There are many CPD courses, seminars, and workshops out there to help professionals in the field.

While larger businesses typically have formal graduate training programs, most training takes place on the job. Attending networking events, short courses in search engine marketing, email marketing, data analytics, reading trade publications, and obtaining a professional qualification are common activities organised by the companies. You may also receive either funding or study leave or both from your employer to facilitate your completion of relevant courses.

Various organisations provide certificate, diploma and postgraduate qualifications in direct and digital marketing. You may choose to obtain a qualification in diverse areas, such as Professional Marketing, Marketing Leadership, and Digital Marketing. You can also apply for a chartered marketer status if you have the right combination of experience, credentials, and CPD.

Choosing A Speciality

Marketing is a rapidly changing environment in which businesses, organisations, and entrepreneurs engage with their customers. Marketing Managers may choose to remain in general marketing roles or focus on event management, direct marketing, online marketing, or marketing communications. Digital and social media marketers are occupied with market analysis, social media outreach, search engine optimisation, email newsletters, brand management, and conversion, all facets of a company's online marketing campaign. The art of disseminating information about an agency or person to the general public is known as public relations. Public relations vary from advertising and marketing in that it cultivates public attention and disseminates information through non-paying channels to obtain or generate publicity for their target audience. Marketing researchers examine data to identify the most effective marketing methods for directing customers to a company's product. The process usually entails collecting data on target markets or clients, finding marketing opportunities, and tracking marketing results.

Working with Marketing Agencies

Full-service marketing agencies offer multidisciplinary services to their clients and help them formulate and execute marketing strategies and campaigns. Typically, their clients seek out a complete package for communications, either because they do not have the required marketing expertise or because their in-house marketing department needs support.

Potential Pros & Cons of Freelancing vs Full-Time Employment

Freelancing offers Marketing Managers freedom regarding flexible schedules, working hours, and location. They have full ownership of the business and can afford selectivity in terms of the variety of projects and clients presented. While it has unlimited earning potential, freelancing comes with less stability and security, with inconsistent work and cash flow. There is more responsibility, effort, and risk involved. There are no paid holidays, and sick/maternity/paternity leaves are almost unaffordable. There is the added pressure of a self-employment tax and no eligibility for unemployment benefits.

A full-time Marketing Manager, on the other hand, has access to company-sponsored health benefits, insurance, and retirement plans. They have job security with a fixed, reliable source of income and guidance from their bosses. Despite that, they are susceptible to potential boredom and inability to pursue passion projects due to their lack of time or effort. With a lack of flexibility, ownership, and variety, there is also a need to budget extra money for commuting and attire costs.

When deciding between freelancing or being a full-time employee, consider the pros and cons to see what works best for you.

Marketing Managers value hearsay because today's gossip could become a reality tomorrow.

The role of Marketing Managers is a significant one in our community. No longer are they confined to product-oriented firms seeking profit. On the contrary, their scope has broadened to include even social and not-for-profit institutions. Marketing Managers indirectly help us decide whether a particular product, service, or idea can serve us well or would we squander our skills and wealth by engaging with it. To continue to learn on the job, Marketing Managers must be reflective individuals.

Concentrate on the big picture of what the workers regularly do to see how they achieve their objectives. Remember that you are not getting paid to do your old job, so delegate the details to your team.