What does a Marketing Manager do?
Marketing Managers have the responsibility of planning and overseeing the marketing activities of the company for a given segment, product or a territory. Doing so they contribute to strengthening awareness about the company’s brand and help to grow sales.
Their mission is usually quite diverse in nature and can include information gathering activities (market research, competitor analysis), planning activities (marketing plan, budget preparation), the execution of various promotional activities (online promotion, event coordination) and reporting activities.
What does the future hold for Marketing Managers?
Marketing Managers are at the crossroad of the data revolution and the digitalisation of their company’s business.
On the data side, Marketing Managers should be able to make sense of large amount of data available across systems in the company in order to segment customers based on purchase patterns or behaviours, and execute smarter marketing campaigns. Companies should make sure that Marketing Managers are trained on understanding data and have access to datasets (either directly through a system or indirectly by working closely with Data Scientists) to run analysis.
Challenged by pandemic and new customers behaviours, the mission of Marketing Managers is also becoming increasingly digital. The Marketing Manager should be both be knowledgeable about online marketing tactics and be able to analyse and suggest improvements to the online presence of the company. The role of the Marketing Manager is not necessarily to go in depth on those matters, however Marketing Manager should be able to connect business matters with internal or external digital experts (Digital Marketing specialist, SEO expert freelancer, Digital Marketing Agency, etc.).
In the same department
This position is similar to
Corporate Communications Director
Chief Marketing Officer
Global Marketing Director
Head Of Marketing
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