A marketing manager’s role involves overseeing the full gamut of marketing activities, from strategy and budgeting to tactics and execution, and varies dramatically depending on team size, budget and business objectives. This blog outlines key skills (such as social media, SEO, analytics, campaign management) and core qualities (like strong communication, leadership, and business-sense) required for the role. It also gives guidance on hiring the right person, emphasising proven experience, relevant metrics and alignment with company goals.
You might think what a marketing manager does is obvious. But this role has changed vastly over the years, so for some, the answer might not be so clear. Below, we clarify what a marketing manager does or should/could be expected to do.
A marketing manager’s role is to ‘manage’ all aspects of the marketing for a business, either employed by the company or outsourced via a marketing agency like ours.
Marketing is a very broad term. So, the job role can encompass many different tasks and responsibilities. This is just one of the reasons why we love what we do.
Here are some considerations as to why the role differs from company to company.
1. How many team members are in the marketing department?
Marketing managers who work in larger teams tend to manage projects and are less involved in the day-to-day operational aspects of marketing; they delegate the required tasks to other marketing team members or outsource to an agency for specialist skills. On the other hand, one marketing manager in an SME will be expected to do everything the business needs to achieve its marketing objectives, often working with agencies to deliver additional services.
2. What is the marketing budget?
If the marketing manager’s company has a HUGE budget, the job role could look quite different from working for a sole trader or SME. A bigger budget can add a lot of different choices for marketing managers. For example, a marketing manager with a budget might be expected to deliver Google Ads, social media advertising and other paid-for marketing services.
A smaller budget does not mean less work because the marketing manager will be required to deliver organic marketing services. It’s still just as much work, if not more, in some circumstances.
3. What are the marketing objectives?
Depending on what the company aims to achieve, the marketing manager’s role will likely be based on defining and delivering a strategy that will help achieve this. Therefore, the marketing activities should move the business forward toward this. For example, if a company wants to drive more traffic to their website, the marketing manager with a budget will most likely need to deliver Google Ads. And, with no budget, they might use their time to do more SEO. The tactics they use will vary depending on the budget and objectives.
4. What skills does the marketing manager have?
Regarding marketing, the more skills and experience, the better. But, what is essential is skills in the right areas and proof of experience. Nothing is worse than wasted marketing time and budget at the hands of someone who should know! Too many businesses have missed opportunities due to budget being applied to marketing activities that won’t deliver against the main business goals.
Examples of skills & experience:
- Social media management
- Social media advertising
- Content creation
- Videography
- Photography
- Creative content writing
- PR
- Graphic design
- Email marketing
- Website development
- Search engine optimisation/SEO
- Search engine marketing
- Google Ads/PPC
- Proofreading
- UX design
- Market research
- Strategy development
- Event management/promotion
- Campaign management
- Influencer marketing
- Lead generation
- Reporting
Qualities that are important:
- Great communicator – at all levels
- Very well organised – be proactive and meet deadlines
- A natural creative – thinking out of the box
- Analytical – critically analyse work
- Leadership – lead others to work together
- Decision making – key to moving projects forward
- Motivated to achieve goals
- Business management – understanding of how a business works
- Loves to learn – constantly educating themselves on their industry
What to consider when hiring or engaging a marketing manager.
Proven success? Check their CV or LinkedIn profile to see what experience they have. A good history of examples of businesses they have worked with and can use as a success story.
You can take a look at some of examples of how we have worked with businesses here.
Do they belong to a professional membership organisation? For example, CIM – Chartered Institute of Marketing. This demonstrates an aptitude for professional development and staying up-to-date with the industry.
What qualifications/education do they have? Qualifications are not the be-all and end-all in marketing. However, education does provide a foundation knowledge of marketing principles and business, which you don’t always get on the job or through work experience. Marketing is usually hands-on, and there is often little time to consider which strategy would be best, especially if you have little knowledge of methods. Educated and qualified marketing professionals tend to think differently from experienced marketing professionals; both can bring different approaches to a business’s marketing. If you can find an educated and skilled marketing professional, that is even better!
If you are looking for a marketing professional, consider working with a strategic marketing consultancy that can deliver strategy and a ‘marketing manager’ service—that’s what we do here. Book a free consultation today.
