Career Overview
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
Also Known As
- Brand Manager
- Business Development Manager
- Marketing Director
- Marketing Manager
Alternate Job Titles
- Account Supervisor
- Brand Manager
- Business Developer
- Business Development Director
- Business Development Manager
- Category Manager
- Channel Manager
- Commercial Director
- Commercial Lines Manager
- Digital Marketing Manager
- Digital Product Manager
- Fashion Coordinator
- Fashion Marketer
- Internet Marketing Manager
- Market Analysis Director
What You'll Do
In this role, your typical responsibilities include:
- Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
- Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
- Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
- Develop pricing strategies, balancing firm objectives and customer satisfaction.
- Compile lists describing product or service offerings.
- Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
- Consult with product development personnel on product specifications, such as design, color, or packaging.
Knowledge You'll Use
You'll need solid knowledge in these areas:
- Sales and Marketing
- English Language
- Administration and Management
- Customer and Personal Service
- Communications and Media
- Computers and Electronics
- Mathematics
Essential Skills
Success in this career requires strong skills in:
- Reading Comprehension
- Active Listening
- Speaking
- Critical Thinking
- Active Learning
- Social Perceptiveness
- Monitoring
- Persuasion
- Judgment and Decision Making
- Negotiation
Key Abilities
This career requires key abilities in:
- Oral Comprehension
- Oral Expression
- Written Comprehension
- Deductive Reasoning
- Written Expression
- Inductive Reasoning
- Speech Clarity
- Fluency of Ideas
- Problem Sensitivity
- Speech Recognition
Work Style
People who excel in this career typically demonstrate:
- Innovation
- Leadership Orientation
- Achievement Orientation
- Adaptability
- Self-Confidence
What Matters in This Career
This career tends to satisfy these work values:
- Working Conditions
- Achievement
- Relationships
- Independence
- Recognition
Education & Preparation
Typical Education: Bachelor's Degree
Related Work Experience Needed: Over 8 years, up to and including 10 years
On-the-Job Training: Over 1 month, up to and including 3 months
Education Details: Most of these occupations require a four-year bachelor's degree, but some do not.
Experience Required: A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
Technology You'll Use
Popular Technologies & Software
- Adobe Acrobat
- Adobe After Effects
- Adobe Creative Cloud software
- Adobe Illustrator
- Adobe InDesign
- Adobe Photoshop
- Amazon Redshift
- Amazon Web Services AWS software
- Apache Cassandra
- Apache Hadoop
Tools & Equipment
- Desktop computers
- Laser facsimile machines
- Notebook computers
- Personal computers
- Personal digital assistants PDA
- Photocopiers
- Scanners
- Tablet computers
Work Environment
- Telephone Conversations
- Face-to-Face Discussions with Individuals and Within Teams
- Work With or Contribute to a Work Group or Team
- Determine Tasks, Priorities and Goals
Salary & Job Market
| Salary Percentile | Annual Wage |
|---|---|
| Entry-Level (10th percentile) | $81,900 |
| Median | $161,030 |
| Top Earners (90th percentile) | >$239,200 |
Workers Employed Nationally: 384,980
Related Careers
If you're interested in this career, you might also consider:
Market Research Analysts and Marketing Specialists
Education: Bachelor's Degree
Median Salary: $76,950
Sales Managers
Education: Bachelor's Degree
Median Salary: $138,060
Advertising and Promotions Managers
Education: Bachelor's Degree
Median Salary: $126,960
Search Marketing Strategists
Education: Bachelor's Degree
Median Salary: $76,950
Advertising Sales Agents
Education: Bachelor's Degree
Median Salary: $61,460
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Occupational data sourced from the O*NET OnLine database, developed by the U.S. Department of Labor, Employment and Training Administration. Wage data from the U.S. Bureau of Labor Statistics Occupational Employment and Wage Statistics (OEWS), 2024.