Marketing managers lead the way for companies to achieve their business objectives. They are responsible for creating marketing strategies that ensure the brand is communicated effectively to customers and other key audiences. Marketing managers are responsible for the entire marketing mix: product, price, place (distribution), promotion, and the nature of the relationship with the customer (customer experience). This means that marketing managers are responsible for developing marketing plans and budgets, setting marketing metrics and targets, leading customer research, marketing communications planning, and overseeing marketing activities such as advertising, PR, digital marketing, event management, and market research.Successful marketing managers must understand the strengths and weaknesses of their organization and work with colleagues across the business to identify and implement marketing strategies that will deliver future success. Here are some challenges that marketing managers face when they take on this role:
An essential first step for any marketing manager is to set the marketing strategy for the organization. The strategy should include the long-term vision for the company and how the business will grow based on the current market and customer trends. Marketing managers must also decide which marketing mix elements they will focus on, such as product, price, promotion, and customer service. Marketing managers should be able to clearly articulate their marketing strategy and how they plan to achieve it. This will help them gain buy-in from their colleagues and provide stakeholders with a clear understanding of their marketing plans.Marketing managers should also be able to clearly articulate the positioning of the company. What are the key benefits your customers will get from your products or services? This will help marketing managers set realistic marketing objectives that will contribute towards achieving the company’s overall vision. Marketing managers should be able to identify the strengths and weaknesses of their organization and use this to set realistic expectations for their marketing efforts. Marketing managers should also be able to identify their competitors and their key strengths and weaknesses.
Successful marketing managers must be able to manage the cost of their marketing efforts. This means being able to identify the costs of all the marketing activities and then setting budgets accordingly. Marketing managers should be able to use a marketing budget to track spending against agreed targets. This will allow marketing managers to identify areas where they need to focus their efforts and deliver value for the organization. Marketing managers should also be able to monitor performance against these targets and identify areas that need improvement.Marketing managers should also be able to identify the different marketing channels available and their strengths and weaknesses. This will help marketing managers set realistic budgets and make sure their marketing efforts are aligned with the overall strategy. Marketing managers should be able to use the marketing budget to identify areas where they can reduce costs without impacting their ability to deliver on the brand promise.
Marketing managers must ensure that their organization’s marketing communications are consistent and effective. This includes reviewing all written and digital communication to make sure it is on brand, up to date, and relevant. Marketing managers should be able to identify the best channels to use for each audience and the frequency with which they should be used. Marketing managers should also be able to review any research that has been conducted on their target audience, including surveys, focus groups, and ethnographic studies. This will help marketing managers set realistic content and delivery targets for their marketing communications. Marketing managers should be able to use the results of this research to help them create effective marketing content, such as product descriptions, advertisements, and public-facing websites.Marketing managers should also be able to review their organization’s brand guidelines and ensure that they are up-to-date. This will ensure that all marketing communications comply with the company’s standards and help to create a consistent brand experience for customers.
The role of marketing managers is complex and challenging. Marketing managers must be able to lead the marketing department, lead strategic planning, and manage a range of operational tasks. Marketing managers should be able to balance these responsibilities and ensure they deliver on their objectives and lead the marketing department effectively. Marketing managers should be able to identify and manage key individuals, including the marketing manager, marketing communications manager, and marketing manager. Marketing managers should also be able to develop a strategy for the marketing team, including their roles and responsibilities, and identify the skills and experiences each team member should have. Marketing managers should be able to identify the skill sets required for the marketing team, including digital marketing, marketing operations, and account management.
- Developing and reviewing marketing strategies- Marketing planning and forecasting- Leading the marketing team- Marketing communications planning- Marketing communications- Marketing research- Marketing metrics and target setting- Overseeing marketing activities- Setting marketing budgets- Reviewing marketing communications- Reviewing marketing content- Reviewing and reporting on marketing activities- Contributing to organizational strategy- Marketing management- Marketing management- Marketing audit- Marketing audit