campaign creators gMsnXqILjp4 unsplash 1

Understanding Marketing Manager Roles

Author: Kysha Praciak

· 3 mins read


Marketing managers are pivotal for any business success. They carry out the planning and execution of marketing campaigns that promote products and services, increase brand awareness, and attract more customers. In this blog post, we will delve into the primary responsibilities of a marketing manager and the skills that are necessary to thrive in this position.

What is a Marketing Manager?

A marketing manager is an individual who is responsible for organizing and managing marketing campaigns with the objective of creating awareness and generating demand for products and services. According to Coursera , their role involves planning, implementing, and overseeing marketing strategies to promote a company’s products or services. The Muse explains that marketing managers are often responsible for planning and monitoring the budget and strategy of the entire marketing department, a particular section of it, or individual campaigns.

Marketing managers are expected to have a wide range of skills to be successful in their roles. These skills include :

  • Communication skills: They must be able to communicate effectively with their team members, clients, and other stakeholders.
  • Analytical skills: They must be able to analyze data and use it to make informed decisions.
  • Creativity: They must be creative and able to come up with new and innovative ideas for marketing campaigns.
  • Leadership skills: They must be able to lead their team effectively and motivate them to achieve their goals.
  • Organizational skills: They must be highly organized and able to manage multiple projects at once.
  • Technical skills: They must be familiar with various marketing tools and technologies.

Key Responsibilities of a Marketing Manager

Marketing managers have a wide range of responsibilities, such as designing, managing, and evaluating marketing campaigns. They also direct social media engagement strategy and perform market research. According to Aha! software , marketing managers own the process of building marketing campaigns, oversee content, and contribute ideas for future programs and campaigns.

In addition, they are responsible for managing budgets, developing pricing strategies, and collaborating with other departments to ensure that marketing campaigns align with the company’s overall goals. They must stay up-to-date with the latest marketing trends and technologies to ensure that their campaigns are effective and engaging. Coursera lists some of the activities that marketing managers might be involved in, such as designing, managing, and evaluating marketing campaigns, directing social media engagement strategy, and performing market research.

Blue Monochromatic and Modern Problem and Solution Table Graph 1

Skills Required for a Marketing Manager

To become a successful marketing manager, you need to have a combination of technical and soft skills.

  • Technical skills refer to your knowledge of marketing tools and techniques, data analysis, and project management.
  • Soft skills include communication, leadership, creativity, and problem-solving abilities.
  • Additionally, you must have a deep understanding of your target audience and the capacity to adapt to changing market trends.

Apart from these skills, marketing managers should also be able to work efficiently under pressure, manage multiple projects at once, and meet tight deadlines. They must be able to communicate effectively with other departments and stakeholders, and present their ideas and strategies in a clear and concise manner.


Marketing managers play a critical role in the success of any business. They are responsible for creating and executing marketing campaigns to increase awareness and demand for products and services. To excel in this role, they must possess both technical and soft skills, as well as the ability to work well under pressure and meet tight deadlines. By understanding the essential duties and necessary skills of a marketing manager, you can elevate your marketing career to the next level.

Additional Resources:


Stay tuned!

Don’t miss out on the latest news and job offers from Vollcom Digital. Subscribe to our ‘Monthly Monitor’ newsletter today and stay ahead of the curve.