Marketing manager
Use your creativity to promote goods and services to potential customers.
Also known as: account manager, brand manager, digital marketing manager
About the job
A day in the life – Marketing manager
What it's like
Marketing managers come up with creative ways to promote a company's goods and services. You'll plan how to connect with people so they have a positive impression of the product, service or brand.
Your role will vary depending on the organisation you work for, or the sector you're based in. Many marketing managers specialise in a certain industry or type of product. For example, you may focus on fashion, financial services or celebrity management.
You could have a general role where you’re responsible for different aspects of marketing strategy. Your job may also focus on a specific area within marketing. You could specialise in:
brand marketing
content marketing
digital marketing
product marketing
marketing research
email marketing
marketing communications
customer relationship management (CRM)
As a marketing manager, you'll think of new ways to get your message out to customers. You'll spend time planning all areas of marketing activity for a campaign.
If you're working on a campaign with a large budget, you might collaborate with other organisations. For example, you could partner with a design agency to help bring your ideas to life.
You may also work with market research companies to learn about customer satisfaction and expectations.
Digital marketing managers focus specifically on online channels. As an expert on all things web-based, you'll likely spend time managing social media accounts, running paid online adverts and fostering influencer partnerships.
Your tasks might include:
researching and analysing market trends – you'll then identify target markets
working out marketing strategies and planning campaigns to reach your target market
organising the production of posters, brochures, adverts and promotional social media content
coming up with social media strategies and liaising with social media managers on ways you can deliver them
attending trade shows, conferences and sales meetings
monitoring and reporting on the effectiveness of your strategies or campaigns
Explore more information about this job
Here are some useful links to learn more about this career:
The Chartered Institute of Marketing (CIM) – discover how to get into a marketing career
Institute of Data and Marketing – learn about qualifications and training or access resources
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Related industries
Many jobs can be done in lots of different industries. We've highlighted the ones we think are most important for this job.
Digital technologies Tourism and hospitality Food and drink Finance, law and professional services Creative
Top skills
Skills are things you're good at. Whether you know what yours are or not, everyone has them!
It's useful to learn which ones are important in a job so you know the areas you need to brush up on. It can also help you work out if you're suited to a career.
Meta skills
Here are some of the meta skills you'll need to do this job.
- taking responsibility
- motivating others
- delegating
- time management
- developing a plan
- attention to detail
- creative
- written communication
- verbal communication
- building relationships
Your skills are important
Our unique skillsets are what make us stand out from the crowd. Learn about each skill in depth and discover what employers look for in your applications and interviews.
Getting in
Explore each section to find more information about getting into this career.
Colleges and universities will list subjects you'll need for entry to a course. Some useful subjects include:
Administration and Information Technology
Business Management
English
Media
You'll usually need between three and five years' experience as a marketing executive before you progress into management.
Let's explore all the routes you can take to get qualified for a career in marketing.
University
A degree may be helpful for getting into this job. You could study subjects, such as:
Marketing
International Marketing
Marketing Communications
Digital Marketing
Media and Communication
Public Relations
Journalism
English
Use the My World of Work course search to find degrees.
College
Getting qualifications at college, such as an HNC or HND, could help you find a job or progress to more advanced study. Useful subjects include:
Marketing
Business or Business with Marketing
Advertising and PR
Events Management
Social Sciences
Media and Communication
Digital Design or Interactive Media
Apprenticeships
Modern Apprenticeships (MAs) mean you learn on the job. You get paid and work towards a qualification at the same time. You might want to consider an MA in:
Trainee roles
You can start your career by applying for an entry-level marketing assistant role, where you learn on the job without needing previous experience.
You should also consider administration or office-based jobs where you think you may be given a chance to help out with social media channels, events or promotions.
Use the My World of Work job search to look for marketing assistant roles.
Volunteering in a relevant role can help you build the skills and experience you’ll need to become a marketing manager. Search for opportunities on Volunteer Scotland.
Experience counts for a lot in marketing. Work placements, internships and social media management look great on your application for jobs and courses.
You should have a portfolio. This gives you something to show off to employers or course providers. A portfolio could include details of social media accounts you've operated, local campaigns you worked on and freelance content you've created.
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Browse courses in Scotland related to 'Marketing manager'
