Meaning, Skills and Responsibilities

While we’re talking primarily about cell phones or smartphones, this includes any portable digital device, including tablets. A PMM – like other key stakeholders – can determine the fate of any product. PMMs rely heavily on their research and analysis skills, both quantitative and qualitative varieties. They frequently conduct market analysis to see how their products stack up against the competition and fit into the overall industry landscape. A brand audit usually focuses on a business’s strengths and resource capabilities because these are the elements that enhance its competitiveness. They will find out about the constant changes that customers demand and then evaluate the products and services to make sure that they can provide what the customers want in the first place.

Marketing manager meaning

While the marketing department looks to Marketing Managers for guidance and direction, executives count on them for profitability and results. They generally work in corporate environments as part of a larger marketing, creative, communications or digital team. As part of an organization, they play a critical role in aligning creative direction with the company’s strategic goals. A marketing manager researches, determines, examines, and assesses demand for a product or service. They aim to increase sales by developing promotional campaigns and strategies.

Gather Relevant Experience

Size may vary, but there are several people who will work under their direction. Externally, the marketing manager may be involved in financial negotiations with outside stakeholders to ensure that budgets aren’t over-spent. A marketing manager also handles internal budgets for their team, ensuring that everyone has the resources they need. However, there is one universal requirement to become a marketing manager — a three- to five-year track record of consistently performing to your potential and achieving your goals. If you want to become a marketing manager one day, your performance as an individual contributor matters more than anything.

Marketing Managers are responsible for developing, implementing and executing strategic marketing plans for an entire organization in order to attract potential customers and retain existing ones. The marketing manager will likely conduct tests with intended audiences to ensure that the final marketing plan will drive the most revenue before implementation. This may take the form of focus groups, personal modeling, or consumer interviews. Share your open role with qualified marketing managers using the world’s largest professional network.

Additional resources about Marketing Manager

Trade marketing is a small branch of B2B marketing that aims to increase demand with supply chain partners. Typically it is known as the process of manufacturers marketing to future wholesalers, retailers, and distributors. This is somewhat covered in the market research part, but we feel like it’s important to highlight it separately. A PMM is expected to maintain consistent communication with all concerned team members. In layman terms – and as the name suggests – a GTM is an elaborate plan to get a new product out there in the world.

Marketing manager meaning

Marketing manager responsibilities include tracking and analyzing the performance of advertising campaigns, managing the marketing budget and ensuring that all marketing material is in line with our brand identity. To be successful in this role, you should have hands-on experience with web analytics tools and be able to turn creative ideas into effective advertising projects. They develop marketing and pricing strategies, generate new business leads, and oversee marketing department staff. Social media marketing managers – By leading the company’s presence across social media channels, they create an impactful and lasting impression. The marketing manager of a company is the person who is going to manage all the resources in the business.

Marketing management

According to the United States Bureau of Labor Statistics, the median annual salary for a marketing manager in America is an impressive $135,030. Take our free career test to find out if marketing manager is one of your top career matches. Before deciding whether to break into a new market, the marketing manager investigates.

  • They will also have to conduct some studies to know what products and services will be appealing to the people.
  • While the Mobile Marketing Manager may not be an actual designer, it’s imperative that they instinctively can pick the design that is both the most visually compelling, and the most workable for the mobile phone screen.
  • Moreover, staying up-to-date with trending technology and the latest trends within the field is an absolute necessity if one wishes to be successful as a digital marketer.
  • These are skills that relate to your direct knowledge of how to do a specific process or task.

Their success relies on successfully leading and motivating their diverse group to meet all objectives. So, there is a requirement for the constant evaluation and updating of the products and services. It is the job of the marketing manager to make sure that doesn’t happen in the first place. If a marketing manager is in charge of a single product or brand, he or she is a product manager.

Hiring marketing managers

PMMs also must analyze the performance and effectiveness of their various go-to-market activities. Calculating the ROI, tweaking messaging and creatives, optimizing targeting, and selecting the ideal channels and mediums for connecting with key decision-makers is crucial to the success and growth of the product. There are also several online product marketing management classes and certificate programs for Marketing manager job those looking to burnish their skills, round out their resume or give themselves an official stamp of approval. The basic concept of a brand audit is to determine whether a business’s resource strengths are competitive assets or competitive liabilities. This type of audit seeks to ensure that a business maintains a distinctive competence that allows it to build and reinforce its competitive advantage.

Olga Egorova reveals secrets to becoming a successful digital … – The London Economic

Olga Egorova reveals secrets to becoming a successful digital ….

Posted: Mon, 24 Apr 2023 12:12:58 GMT [source]

Understanding how to confidently communicate with different audiences is critical for this role. Understanding consumer interests and behaviors is key to beginning this process. Handle public relations and troubleshoot internal and external issues as they arise. Moving up in ranks means becoming more involved in the marketing process, and eventually becoming the principal implementor.


This allows a tremendous amount of flexibility for you to find the right work environment that suits your preferences and needs. Marketing managers can work in-house at any type of organization or for a marketing agency that does marketing for outside clients. Marketing managers are involved in every aspect of marketing, from putting together estimates and budgets for campaigns to submitting them for approval. They are in charge of crafting the message for their client to deliver across all forms of media. Top 5 marketing strategist interview questions with detailed tips for both hiring managers and candidates. Top 5 marketing coordinator interview questions with detailed tips for both hiring managers and candidates.

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