What Does a Marketing Manager Do?

How does a brand make its mark in a competitive market? The answer often lies in the work of a marketing manager. They are the people behind the ads you see, the campaigns you follow, and the content that grabs your attention.

Who Exactly Is a Marketing Manager?

A marketing manager is the person who ensures a company’s products or services reach the right audience at the right time. Their role involves planning, executing, and overseeing marketing strategies to achieve business goals.

Key Responsibilities of a Marketing Manager:

• Plan Strategies: Create marketing plans to promote products and services.
• Understand Customers: Study customer needs to deliver the right message.
• Lead Teams: Work with designers, writers, and analysts to bring ideas to life.
• Track Results: Analyze data to see what works and what can improve.

A marketing manager connects businesses with their audience. Their efforts drive sales, build trust, and make brands memorable. Let’s explore what does a marketing manager do and how they shape the success of a business.

What Does a Marketing Manager Do Every Day?

A marketing manager’s day is packed with tasks that ensure the company’s campaigns run smoothly and achieve their goals. Here’s a look at a typical day:

Daily Schedule of a Marketing Manager:

• 9:00 AM – Review Campaign Performance
  • Check metrics like website traffic, ad clicks, and sales numbers.
  • Identify what’s working and what needs improvement.
• 10:30 AM – Team Meetings
  • Meet with designers, content creators, and analysts to discuss progress.
  • Brainstorm ideas for upcoming campaigns or solve challenges.
• 12:00 PM – Strategy Planning
  • Outline strategies for future campaigns.
  • Align plans with company goals and customer needs.
• 2:00 PM – Oversee Budgets
  • Track campaign spending to ensure it stays within budget.
  • Allocate resources to maximize results.
• 3:30 PM – Competitor Analysis
  • Study what competitors are doing in the market.
  • Find ways to improve and stay ahead.
• 5:00 PM – Final Checks
  • Review content, designs, or ads before they go live.
  • Ensure everything matches the brand’s tone and goals.

Now that’ve covered what does a marketing manager do, let’s read about the types of marketing managers.

Types of Marketing Managers

Marketing managers have different roles based on what they specialize in. Here are some of the common types:

1. Brand Marketing Manager

They focus on building a strong image for the company. Their job is to make sure the brand is recognized and trusted.

2. Digital Marketing Manager

They handle online marketing like social media, ads, SEO, and email. Their goal is to attract people to the website and increase sales.

3. Product Marketing Manager

They work on promoting specific products. They figure out the best way to show customers why a product is useful.

4. Content Marketing Manager

They create things like blogs, videos, and guides to provide helpful information and attract customers.

5. Social Media Marketing Manager

They manage the company’s social media pages. Their job is to post, run ads, and interact with followers.

6. Event Marketing Manager

They plan events like product launches, trade shows, or webinars to promote the brand and connect with customers.

7. Performance Marketing Manager

They focus on results like clicks, leads, and sales. They track numbers and adjust campaigns to improve performance.

Salary of Marketing Managers

Marketing manager salaries depend on experience, industry, and location. Here’s a breakdown:

Entry-Level (0–2 years)

• Average Salary: ₹4–6 LPA
• Common Roles: Social Media Manager, Junior Marketing Executive.

Mid-Level (3–7 years)

• Average Salary: ₹8–12 LPA
• Common Roles: Digital Marketing Manager, Product Marketing Specialist.

Senior-Level (8+ years)

• Average Salary: ₹15–25 LPA or more
• Common Roles: Brand Marketing Manager, Marketing Director.

Freelance and Consultant Roles

• Earnings: Vary based on projects and clients.
• Freelancers can earn ₹1,000–₹5,000 per hour or ₹50,000+ per project, depending on expertise.

Why Are Marketing Managers So Important for Businesses?

Marketing managers are the bridge between a business and its customers. They create strategies that build brand awareness, drive sales, and foster customer loyalty.

Impact of a Marketing Manager:

• With a Marketing Manager:
  • The brand reaches the right audience through targeted campaigns.
  • Sales grow due to effective promotions and customer engagement.
  • The company builds trust and credibility in the market.
• Without a Marketing Manager:
  • Marketing efforts are scattered and less effective.
  • Opportunities to connect with customers are missed.
  • Competitors gain an advantage due to better strategies.

The Different Strategies Marketing Managers Work On

Marketing managers focus on creating strategies that help businesses grow, connect with their audience, and stand out in the market. Here are the key strategies they handle:

1. Building a Strong Brand

Marketing managers ensure the brand has a clear identity that resonates with its audience.

Example: Defining a brand’s tone, logo, and message to make it recognizable and memorable.

2. Digital and Traditional Marketing Campaigns

They use a mix of online and offline campaigns to reach customers.

• Digital: Social media ads, email marketing, and Google Ads.
• Traditional: TV commercials, radio spots, or newspaper ads.

Example: Running a holiday sale campaign through Facebook ads and local newspaper promotions.

3. Creating Engaging Content

Content marketing involves telling stories that attract and retain customers.

Example: Publishing blogs about how a product solves common problems or creating videos that showcase its features.

4. Managing Product Launches and Events

Marketing managers oversee product launches or promotional events to build excitement.

Example: Planning a grand opening for a new store or hosting a webinar to introduce a new product.

How Marketing Managers Plan Campaigns That Work

Successful campaigns require a well-thought-out plan. Here’s how marketing managers ensure campaigns are effective:

• Step 1: Analyze the Market and Audience

Understand current trends and what customers are looking for.

Example: A fitness brand may notice a rising trend in home workouts and focus on promoting home-friendly equipment.

• Step 2: Set Clear, Achievable Goals

Define specific goals that the campaign aims to achieve.

Example: "Increase website visits by 20% in three months" or "Sell 500 units of a new product in the first week."

• Step 3: Allocate Budgets Wisely

Decide how to split the budget between ads, content creation, and other activities.

Example: Spending 40% of the budget on Google Ads, 30% on influencer marketing, and the rest on creating high-quality content.

• Step 4: Work with Creative and Data Teams

Collaborate with designers, writers, and analysts to create and execute campaigns.

Example: The creative team designs visuals, while the data team monitors ad performance.

• Step 5: Monitor and Optimize

Track campaign results using metrics like clicks, sales, and engagement rates.

Make changes based on performance.

Example: If a social media ad isn’t performing, tweak the visuals or targeting.

Do Marketing Managers Only Focus on Digital?

No, marketing managers balance both digital and traditional marketing efforts. The choice depends on the business, audience, and industry.

1. Digital Marketing Efforts

• Why Use Digital?
  • Digital marketing is ideal for reaching online audiences, tracking results, and adjusting strategies in real time.
  • Examples: Social media ads, email campaigns, SEO, and Google Ads.
• Where It Works Best:
  • E-commerce, tech, and startups that rely heavily on online platforms to connect with customers.

2. Traditional Marketing Efforts

• Why Use Traditional?
  • Traditional marketing builds trust and engages audiences who may not be online as often.
  • Examples: TV commercials, print ads, radio spots, and billboards.
• Where It Works Best:
  • Industries like retail, FMCG, and local businesses that target broader or offline audiences.

Marketing managers decide the right mix based on the target audience. For instance, a tech company may focus more on digital, while a retail store may combine TV ads and social media posts.

How Do Marketing Managers Work with Other Teams?

Marketing managers collaborate with different teams to create successful campaigns. Here’s how they work with key departments:

1. Sales Teams

• Why It’s Important: Marketing supports sales goals, like increasing revenue.
• Example: Running a campaign that targets a 20% sales increase during Diwali.

2. Product Development

• Why It’s Important: Marketing must clearly show the product’s value.
• Example: Highlighting the battery life of a new smartphone in ads.

3. Customer Service

• Why It’s Important: Feedback helps marketing connect better with customers.
• Example: Creating an FAQ section in ads for questions customers often ask.

Tools That Make a Marketing Manager’s Job Easier

Marketing managers use various tools to streamline their work and improve campaign results. Here are some popular tools they rely on:

Marketing managers use various tools to simplify their work and manage campaigns effectively. Here are some of the most useful ones:

• Google Analytics

Tracks how many people visit your website, what they do there, and how campaigns are performing.

• HubSpot

Helps manage customer details and run email marketing or inbound campaigns.

• Asana/Trello

Keeps projects organized by tracking tasks, deadlines, and team progress.

• Hootsuite

Schedules social media posts and tracks engagement across platforms like Instagram and Twitter.

What’s the Difference Between a Marketing Manager and a Specialist?

Marketing managers and specialists work together, but their roles are different. Here’s a simple comparison:

Example

• A Marketing Manager creates a strategy for a new product launch, deciding on the budget and key messaging.
• A Marketing Specialist writes blogs or designs social media posts to support that strategy.

How Can You Become a Marketing Manager?

Becoming a marketing manager takes a mix of education, experience, and skills. Follow these steps to start your journey:

Step 1: Earn a Relevant Degree

• Get a degree in marketing, business, or a related field.
• Example: Bachelor’s in Business Administration (BBA) with a focus on marketing.

Step 2: Start with Entry-Level Roles

• Gain experience in roles like Marketing Assistant or Social Media Executive.
• Example: Manage a brand’s Instagram page or help with email campaigns.

Step 3: Learn Marketing Tools and Strategies

• Build skills in tools like Google Analytics, HubSpot, or Canva.
• Understand strategies like SEO, PPC, and social media marketing.

Step 4: Work on Diverse Campaigns

• Get hands-on experience with different types of campaigns (social media, email, product launches).
• Example: Create content for a social media campaign or assist with planning a product launch.

Step 5: Earn Certifications

• Advance your skills with certifications like Google Ads, Meta Blueprint, or HubSpot Content Marketing.
• Example: A Google Ads certification can showcase your expertise in managing paid ad campaigns.

Skills You Need to Be a Great Marketing Manager

To excel as a marketing manager, you need a combination of technical and soft skills.

Technical Skills

• Data analysis and market research
• Proficiency in marketing tools and platforms
• Budget management and resource allocation
• Campaign planning and execution
• Content strategy and brand management

Soft Skills

• Leadership and team management
• Creativity and problem-solving
• Strong communication and presentation skills
• Decision-making under pressure
• Adaptability to market trends

Learn with upGrad

If you’re ready to take your marketing career to the next level, upGrad has everything you need.

• Digital Marketing Certification: Learn SEO, PPC, social media marketing, and more.
• Analytics and Reporting Course: Master tools to track and analyze marketing performance.
• Campaign Strategy Program: Plan, execute, and optimize campaigns for better results.

Join thousands of learners who have trusted upGrad to grow their careers. Start learning today!

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Source:
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