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As a marketing manager, you plan, organize, direct, control and evaluate the team that reports to you. You influence their creativity and productivity in positive ways. Depending on the size of the organization, you’re responsible for implementing marketing initiatives and campaigns, and assessing outcomes for a particular line or lines of business within the organization. Marketing managers function in commercial, industrial, wholesale and e-business industries as well as in advertising and public relations companies and government departments.
Most marketing managers work standard full-time office hours. Some work on-site while others work virtually, depending on the company. You may occasionally work outside of traditional office hours to support marketing initiatives and promotional events. Some travel may be required for industry events, meetings, and other marketing objectives. In most cases, you will report to the director of marketing or another marketing executive.
The average salary for a marketing manager in Canada is approximately $60,000. Marketing professionals new to management often start at just over $40,000 annually. With experience, you can make up to $90,000 or more. How much you make can also be dependent on the type of company for which you work, the industry, and the specific details of your role.
Marketing managers spearhead the strategic marketing direction for the companies for which they work. Depending on the current focus, project, or campaign, a typical day can look very different. In the course of your workday, you might:
All companies need people to guide their marketing efforts. Marketing managers work for all types of companies, however, there is more opportunity to work for companies in retail, insurance, banking, business, and other competitive industries. Marketing managers can work in large corporations, in small businesses or for marketing agencies. It is becoming increasingly common for marketing managers to work as consultants or freelancers. With technology playing a dominant role in marketing, location is becoming less important as more roles are digital, and work can be completed remotely and online.
Marketing managers need to bring a diverse skill set to the table. With marketing always changing, continuing to add new skills is an important part of being successful and relevant in the marketing industry. Skills you need to succeed as a marketing manager include:
Marketing managers usually require a university degree or college certificate in marketing, business administration or communications with a minor in sales, and substantial experience in sales, marketing coordination, product manager or similar relevant occupations. Additional marketing-specific certification and training (Google AdWords, etc.) will provide you with an edge over other candidates. Expect additional and ongoing marketing training from hiring companies.
Depending on the success of your chosen industry in relation to the economy, your employment prospects are good. Advancement comes with experience in successful implementation of marketing objectives and could include senior or C-Suite roles like marketing director or VP of marketing.
In some sectors, public relations, communications, and marketing services are being grouped together under a marketing banner. Marketing managers with strengths in these areas will find their employability increases.