The marketing sector receives increasing importance in companies and organizations worldwide; therefore the need for professionals is on an ascendant trend as well. Marketing managers play the most important role in the product’s/service’s “image creation” process and act like a liaison between different departments: the production and packaging, advertising, sale and distribution and market research. There are many tasks and duties associated with this position, many of them critical in the product evolution on the market; therefore the selection process is a complex one. Below there is a general view of the marketing manager job description.
Short marketing manager job description
The marketing manager plans and develops marketing campaigns to promote a product/service and meet company’s objectives. They are involved in all the stages associated, from preliminary market research and project planning to campaign implementation and after campaign market research. They evaluate the advertising and marketing staff, get involved in their hiring process and supervise all their activities.
Marketing manager’s tasks and responsibilities
The marketing manager job description lists a variety of tasks and duties associated with this position. Some of these are in strict relation with the type of product/service or company that the marketing manager will work for. However, the largest portion of responsibilities detailed are rather common for this type of job and do not vary from company to company. Below there is a comprehensive (but by no means exhaustive) list of marketing manager’s tasks and requirements.
• Conduct market research for finding out clients’ opinion on product,
• Determine market requirements for actual as well as for future products or services,
• Analyze current market directions and conditions and plan marketing strategies accordingly,
• Design annual marketing plans for the company as well as for separate (new and existing) products/services,
• Choose, along with the responsible departments, the packaging, colors, design, logos and taglines which are in accordance with company’s standards as well as with customer requirements,
• Achieve positive media coverage whenever possible,
• Manage budget and deliver effective marketing solutions within agreed budget,
• Develop pricing structures and elaborates discount policies and fidelity programs,
• Selecting products which participate in thematic fairs and exhibitions for increased exposure,
• Analyze and come in contact with possible partners for an effective product/service promotion,
• Analyze sales and economic forecasts in order to adjust marketing campaigns accordingly,
• Plan and organize product launch,
• Review the results of marketing campaigns,
• Monitor competition activity and campaigns,
• Establish distribution networks by signing contracts with vendors and professional distributors.
Schedule
The marketing manager works 40 hours per week, with a regular 9.00 am to 5.00 pm schedule from Monday to Friday. An office will be provided to serve as base, while some field work will be required. The candidate must be available to travel locally as well as nationally and internationally. A driver’s license is listed as necessary in most of the marketing manager job descriptions.
Education and experience
The ideal candidate must possess a BA in marketing or in business management. Further specialization in the field, either through specific courses or by MA in business or marketing will be considered.
Previous experience in marketing is required, while having occupied a marketing manager position is a plus. Experience as sales representatives or public relations specialists will also be taken into consideration if education requirements mentioned above in the marketing manager job description are met.
Skills
The applicant must have excellent language skills, both orally and in written in order to conduct a professional communication with partners, colleagues, stakeholders and clients.
An analytic mind and fast judgment are also essential skills for an effective marketing manager, therefore listed in any marketing manager job descriptions. Other vital skills are the ability to forecast clients’ behavior on basis of sales reports, accurate interpretation of graphs, surveys and market research, including internet surveys and ability to come up with original ideas for product promotion.
Personal features
According to every marketing manager job description, the ideal candidate for a marketing manager position must be a creative person, whose ideas can actively serve the company’s objective. Since they have to act as link between different departments as well as interact with potential clients and distributors, they need to be persuasive and display good negotiation skills. Fluency of ideas and clarity in speech is required for this position.