Responsible for developing, implementing and executing strategic marketing plans for an entire organization (or lines of business and brands within an organization) in order to attract potential customers and retain existing ones.
Their day-to-day tasks include managing and coordinating marketing and creative staff, leading market research efforts to uncover the viability of current and existing products/services, and liaising with media organizations and advertising agencies.
Marketing managers must be great business leaders as well as great marketing leaders. That’s because they are responsible for working with executives to determine budgets and targets, and they are often charged with developing pricing strategies for products and services. While the marketing department looks to marketing managers for guidance and direction, executives count on marketing managers for profitability and results. Operating at the center of the marketing department, these professionals must have extraordinary communication skills.
The Marketing Manager’s skill set
Intimate understanding of traditional and emerging marketing channels
Excellent communication skills
Ability to think creatively and innovatively
Budget-management skills and proficiency
Professional judgment and discretion that comes from years of experience in the field
Analytical skills to forecast and identify trends and challenges
Familiarity with the latest trends, technologies and methodologies in graphic design, web design, production, etc.