Occupation · SOC 11-2021
Marketing Managers
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.
Median wage
$161,030
$81,900–—
Projected growth
+6.6%
Average growth
Annual openings
2,670
per year
Employed (US)
384,980
Job Zone 4
Typical preparation
Considerable preparation
Stackable credential programs
571 mapped
Core skills
SpeakingSocial PerceptivenessReading ComprehensionCritical ThinkingActive ListeningActive LearningPersuasionMonitoringJudgment and Decision MakingNegotiationComplex Problem SolvingTime ManagementSystems EvaluationCoordinationOperations AnalysisManagement of Personnel ResourcesWritingSystems AnalysisService OrientationLearning StrategiesInstructingManagement of Financial ResourcesMathematicsManagement of Material ResourcesQuality Control AnalysisProgrammingTechnology DesignScienceOperations MonitoringTroubleshootingRepairingOperation and ControlInstallationEquipment SelectionEquipment Maintenance
Knowledge areas
Sales and MarketingEnglish LanguageAdministration and ManagementCustomer and Personal ServiceCommunications and MediaMathematicsComputers and ElectronicsDesignEconomics and AccountingEducation and TrainingAdministrativeTelecommunicationsLaw and GovernmentEngineering and TechnologyPersonnel and Human ResourcesPublic Safety and SecurityProduction and ProcessingPsychologyGeographySociology and AnthropologyFine ArtsTransportationHistory and ArcheologyPhilosophy and TheologyForeign LanguageTherapy and CounselingMechanicalMedicine and DentistryChemistryBuilding and ConstructionPhysicsFood ProductionBiology
Technology & tools
AEC Software FastTrack ScheduleAdSense TrackerAdobe AcrobatAdobe Acrobat ReaderAdobe ActionScriptAdobe After EffectsAdobe Creative Cloud softwareAdobe DreamweaverAdobe IllustratorAdobe InDesignAdobe PhotoshopAirtableAmazon RedshiftAmazon Web Services AWS softwareApache CassandraApache HadoopApache HiveApache PigApache SolrApple Final Cut ProApple KeynoteApple macOSArmand Morin MultiTrack GeneratorAsanaAtlassian ConfluenceAtlassian JIRABlackbaud The Raiser's EdgeCCanvaCascading style sheets CSSCitrix cloud computing softwareClearEDGEConstant ContactDatabase reporting softwareDatabase softwareDataboxDelphi TechnologyDropboxDrupalDynamic hypertext markup language DHTML
Representative tasks
Communicating with Supervisors, Peers, or SubordinatesEstablishing and Maintaining Interpersonal RelationshipsWorking with ComputersOrganizing, Planning, and Prioritizing WorkMaking Decisions and Solving ProblemsGetting InformationThinking CreativelySelling or Influencing OthersIdentifying Objects, Actions, and EventsCommunicating with People Outside the OrganizationDeveloping and Building TeamsDeveloping Objectives and StrategiesCoordinating the Work and Activities of OthersGuiding, Directing, and Motivating SubordinatesUpdating and Using Relevant KnowledgeAnalyzing Data or InformationResolving Conflicts and Negotiating with OthersEstimating the Quantifiable Characteristics of Products, Events, or InformationScheduling Work and ActivitiesInterpreting the Meaning of Information for OthersJudging the Qualities of Objects, Services, or PeopleProcessing InformationCoaching and Developing OthersMonitoring Processes, Materials, or SurroundingsProviding Consultation and Advice to OthersMonitoring and Controlling ResourcesTraining and Teaching OthersDocumenting/Recording InformationPerforming for or Working Directly with the PublicEvaluating Information to Determine Compliance with StandardsPerforming Administrative ActivitiesAssisting and Caring for OthersStaffing Organizational UnitsOperating Vehicles, Mechanized Devices, or EquipmentPerforming General Physical ActivitiesInspecting Equipment, Structures, or MaterialsHandling and Moving ObjectsDrafting, Laying Out, and Specifying Technical Devices, Parts, and EquipmentControlling Machines and ProcessesRepairing and Maintaining Electronic Equipment
Competency framework
Skill expectations by proficiency level.
emerging
Marketing strategy components — identify and document under supervisor guidance using established frameworks tied to organizational objectives and market data.Product and service offering lists — compile and format accurately using internal product documentation and CRM databases.Market research reports — read, summarize, and extract relevant findings to support team-level planning activities.Presentation software and desktop publishing tools — use to prepare draft marketing materials and internal briefing decks under direction.Sales and marketing terminology — apply correctly in written and verbal communications within cross-functional team meetings.Customer satisfaction data — gather and organize from survey tools and databases to assist in pricing and product strategy discussions.Marketing activities calendar — track and monitor assigned tasks and deadlines using project management tools in a team environment.Product specifications such as design, color, and packaging — document stakeholder input from product development meetings for manager review.Basic financial data including budgets and expenditure reports — compile and reconcile under supervision to support marketing planning cycles.Graphics and photo imaging software — use to assist in producing visual assets aligned with brand standards under creative direction.
developing
Marketing strategies — formulate draft recommendations based on market characteristics, cost factors, and company objectives with moderate oversight.Pricing strategies — develop and propose options that balance firm profitability goals and customer satisfaction using competitive benchmarking data.Marketing campaigns — coordinate execution across advertising and promotion teams, managing timelines and deliverables in a mid-sized organizational environment.Sales forecasting models — apply to evaluate product line profitability and identify emerging market trends with limited supervisory review.Return-on-investment projections — prepare for new product initiatives by analyzing historical expenditure data and financial performance reports.Marketing and sales staff performance — evaluate through structured reviews and provide day-to-day guidance to support individual development goals.Web page creation and data base query software — use routinely to update campaign content, pull audience segmentation data, and monitor digital performance metrics.Stakeholder communications — deliver persuasive oral and written presentations to internal teams and external partners advocating for marketing recommendations.Product development consultations — participate in cross-functional discussions to align packaging, design, and feature decisions with market positioning strategies.Market trend analyses — monitor and synthesize industry publications and competitive intelligence sources to inform quarterly planning decisions.
proficient
Comprehensive marketing strategy — develop and evaluate autonomously by integrating organizational objectives, market characteristics, and financial viability across product portfolios.Multi-channel marketing activities and policies — direct and coordinate across advertising, digital, and promotional channels to drive measurable revenue and brand outcomes.Full product development financial analysis — conduct independently, encompassing R&D appropriations, budget variance, and profit-loss projections for executive decision-making.Dynamic pricing strategies — design and refine across complex market segments, balancing competitive pressures, cost structures, and long-term customer retention objectives.Strategic sales forecasting — lead business development analysis and market trend monitoring to ensure sustained profitability across product lines and service categories.Marketing and sales team — hire, train, and conduct performance evaluations for a full departmental team, overseeing daily operations and capability development.Non-routine competitive and consumer insight challenges — resolve through advanced critical thinking, synthesizing quantitative data and qualitative market signals into actionable strategy.Cross-functional product specification alignment — lead consultations with product development teams to ensure market-driven design, color, and packaging decisions are embedded in development cycles.Video creation, data visualization, and presentation platforms — leverage proficiently to produce high-impact executive communications and market-facing campaign assets.Complex negotiations with agency partners and media vendors — conduct autonomously, securing favorable terms while maintaining strategic brand and budget objectives.
advanced
Enterprise-wide marketing strategy — set long-term direction by synthesizing organizational vision, macroeconomic trends, and competitive intelligence to position the firm for sustained market leadership.Marketing investment portfolio — govern across business units by establishing ROI thresholds, reallocating budgets, and holding senior leaders accountable for financial performance outcomes.Organizational marketing capability — build by designing talent pipelines, mentoring senior managers, and establishing career development frameworks for the full marketing function.Pricing architecture and revenue strategy — establish at the organizational level by integrating economic modeling, customer lifetime value analysis, and cross-functional margin objectives.Marketing systems and operational models — evaluate and redesign to improve efficiency and scalability, applying systems analysis principles across technology, process, and people dimensions.Executive-level stakeholder influence — exercise through compelling, evidence-based communications that align boards, C-suite leaders, and external partners around strategic marketing priorities.Adaptive marketing leadership — model and institutionalize by cultivating a culture of innovation, experimentation, and continuous learning across diverse and dynamic market conditions.Cross-enterprise product and commercial strategy — lead by coordinating marketing, product, sales, and finance executives to ensure coherent go-to-market execution at scale.Industry and regulatory landscape — monitor and interpret at the systems level to proactively reposition organizational marketing strategy ahead of market disruptions or policy shifts.Marketing technology ecosystem — champion adoption and governance of emerging platforms, data management systems, and AI-driven tools to sustain competitive analytical and creative advantage.
Also known as
40 alternate job titles map to this occupation.
Account SupervisorBrand ManagerBusiness DeveloperBusiness Development DirectorBusiness Development ManagerCategory ManagerChannel ManagerCommercial DirectorCommercial Lines ManagerDigital Marketing ManagerDigital Product ManagerFashion CoordinatorFashion MarketerInternet Marketing ManagerMarket Analysis DirectorMarket Development ExecutiveMarket Research ManagerMarketing AdministratorMarketing Communications ManagerMarketing CoordinatorMarketing DirectorMarketing ExecutiveMarketing ManagerMarketing Operations DirectorMarketing Product ManagerMarketing Sales SupervisorMedia Marketing DirectorMembership DirectorPricing ManagerProduct Line Manager (PLM)Product Management DirectorProduct ManagerProduct Marketing ManagerSales and Marketing DirectorSales and Marketing ManagerSales and Marketing Vice President (Sales and Marketing VP)Sales Marketing DirectorSustainable Products Marketing ManagerTechnical Product ManagerWorld Trade and Maritime Division Manager