Marketing managers run marketing departments and plan all aspects of an organisation’s marketing. They decide the most effective ways of promoting their product, service or message to as many people as possible. This involves planning a range of marketing activities, such as media advertising, direct mail, internet advertising and events.

Marketing managers' work usually includes:

• researching and analysing market trends
• identifying target markets and how best to reach them
• developing marketing strategies 
• planning campaigns and managing budgets
• organising the production of posters, brochures and websites
• attending trade shows, conferences and sales meetings
• making sure that campaigns run to deadline and on budget
• monitoring and reporting on how effective strategies and campaigns have been
• managing a team of marketing executives and assistants.

Marketing managers often specialise in certain types of product or market, such as fashion, fast moving consumer goods (FCMG) or financial services. They may be known as brand or account managers, depending on the company they work for.

Hours and Environment

As a marketing manager, your standard working hours are usually 9am to 5pm, Monday to Friday. You may need to work longer at busy times, such as the lead-up to a campaign launch. You may also need to attend networking events in the evenings.

You will normally be office-based, but may travel to meet clients and attend conferences, exhibitions and product launches.

Skills and Interests

To be a marketing manager you need:

• excellent spoken and written communication skills
• creative thinking
• good organisation and planning skills
• the ability to lead and motivate a team
• drive, motivation and initiative
• the ability to work under pressure and to deadlines
• the confidence to 'sell' your ideas
• attention to detail
• good business sense and budget awareness.

Foreign language skills can be useful for international marketing jobs.

Entry

To become a marketing manager you will usually need a few years’ experience as a marketing executive or assistant before progressing into management. See the Marketing Executive profile for more details about getting into marketing at this level.

There are no set qualifications for becoming a marketing manager, because at this level employers are usually more interested in your skills, track record and industry knowledge. If an employer does ask for qualifications, they will prefer you to have a marketing or business-related degree, or a professional marketing qualification such as:

• Chartered Institute of Marketing (CIM) Professional Diploma in Marketing
• Institute of Direct Marketing (IDM) Diploma in Direct and Interactive Marketing.

You could also move into marketing management if you have a strong background in a related area such as sales management or public relations.

Training

You are usually expected to already have marketing skills and general management skills when you start work as a marketing manager. Your employer may provide initial training in their products and markets.

As an experienced marketing professional you could work towards advanced qualifications from the Chartered Institute of Marketing, such as:

• CIM Professional Diploma in Marketing
• CIM Professional Postgraduate Diploma in Marketing.

If your job involves direct marketing, you could study for advanced qualifications from the Institute of Direct Marketing (IDM), such as the Diplomas in Direct and Interactive Marketing or Digital Marketing. See the IDM website for more information.

The CIM and IDM also offer a range of short courses and workshops for marketing staff at all levels.

If you are a Member or Fellow of the CIM and take a certain amount of further training and development each year, you can gain Chartered Marketer status. See the CIM website for more information on qualifications, training and membership.

Opportunities

As a marketing manager you could work for an in-house marketing department in all kinds of commercial companies or not-for-profit organisations, such as:

• manufacturers
• retail chains
• banks and financial services
• leisure and tourism
• charities
• universities
• local authorities.

You could also work for a marketing consultancy, developing marketing strategies for clients.

Jobs may be advertised in the local and national press, industry publications like Marketing, Campaign and Marketing Week, on the Chartered Institute of Marketing website, and with recruitment websites and agencies.

With experience, you could be promoted to brand or account director, then marketing director. You could also choose to become a freelance marketing consultant or set up your own consultancy.

Annual Income

Figures are intended as a guideline only.

Experienced marketing managers usually earn between £25,000 and £40,000 a year.
Senior managers and marketing directors can earn £50,000 a year or more.

Further information

Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427500 Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120 1 Park Road
Teddington
Middlesex
TW11 0AR
Tel: 020 8614 0277
www.think-direct.com Tel: 01223 578078