How to Become a Marketing Manager

Updated on August 30, 2024

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Discover the steps to becoming a successful marketing manager, including the skills and education needed, in this comprehensive guide.

Portions of the following article were drafted using an in-house natural language generation platform. The article was then reviewed, fact-checked, and edited by multiple members of our editorial team prior to publishing.

A marketing career can be a dynamic and impactful path that combines creativity, communication, and strategic thinking — especially if you work as a marketing manager.

This role plays a crucial part in promoting products, services, and businesses through compelling campaigns and storytelling.

But what exactly does it take to become a successful marketing manager? We’ll explore the key skills needed, the process to become one, and the steps you can take to advance your marketing career.

What Is a Marketing Manager?

A marketing manager is a key player in any organization, responsible for promoting a product, service, or the business itself through strategic campaigns and compelling storytelling. They plan and oversee various activities such as product launches, advertising campaigns, email promotions, events, and social media initiatives.

Marketing managers also play a pivotal role in building marketing programs, collaborating cross-functionally, and reporting on marketing metrics. They represent the marketing team to other departments like product management, sales, and customer support, and they often work with external partners such as vendors and media members. Additionally, they are tasked with updating senior leadership on the progress of marketing activities and campaign results.

Skills required for a marketing manager include communication, creativity, data analysis, budgeting, leadership, and project management. These responsibilities and skills contribute to a company’s success by aligning marketing efforts with business goals, ensuring effective communication of the company’s message, and driving customer engagement and sales.

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Steps to Becoming a Marketing Manager

If you’re interested in becoming a marketing manager, there are a few key steps to take to achieve your goal. The combination of education, practical experience, continuous learning, and professional networking is key to becoming a successful marketing manager.

Step 1: Earn a Bachelor’s Degree in Marketing or a Related Field

Most marketing manager roles require a bachelor’s degree. Preferred fields include marketing, business management, communications, or advertising. These programs equip you with important foundational knowledge in areas like strategy development, consumer behavior, market research, and communications.

It’s also beneficial to explore internship opportunities during your degree program. Internships provide invaluable practical experience and can often lead to networking opportunities that can be beneficial later in your career. Whether you’re assisting in campaign management or getting a taste of market research, an internship can provide a real-world context to your coursework and give you a sense of what a career in marketing entails.

Step 2: Gain Experience in the Marketing Field

After earning your bachelor’s degree, it’s time to step into the professional world.

An entry-level role — such as marketing assistant, coordinator, or specialist — can be your gateway to gaining hands-on experience in the marketing field. These roles provide an opportunity to deepen your understanding of marketing functions, from creating and executing marketing messages to analyzing consumer behavior and developing marketing strategies.

Typically, you would need about three to five years of experience in these roles before moving into a managerial position.

Step 3: Earn a Master’s Degree in Marketing (Optional)

While not a requirement, a master’s degree can provide a competitive edge in the job market. Degrees such as a master’s in marketing or an MBA with a marketing concentration can further hone your skills in areas like consumer psychology, new product development, social networking, and brand management.

Plus, these advanced degrees often include internships or practicums, providing additional professional experience. If you’re aiming for higher-paying roles or positions in prestigious companies, an advanced degree could be a smart move.

Step 4: Work Your Way Up to a Marketing Manager Position

After gaining substantial experience and potentially advanced education, you’re well-positioned to move into a marketing manager role. At this stage, you should be familiar with the ins and outs of marketing functions and ready to take on more responsibilities, including overseeing a team and coordinating marketing efforts.

This role requires strategic thinking, creativity, and leadership skills to drive successful campaigns that align with your company’s objectives.

Marketing Manager Salary and Job Outlook

Marketing managers earn a competitive salary that varies significantly across different industries. In 2023, the median annual wage for marketing managers was $157,620, according to the Bureau of Labor Statistics (BLS). And in the manufacturing industry, for example, marketing managers earned an average of $165,840 annually.

Salaries also vary by location. Marketing managers in California earned an average annual salary of $192,730, while marketing managers in Nevada earned an average salary of $122,120.

The job outlook for marketing managers is also positive, with a projected growth rate of 7% from 2022 to 2032. This growth is driven by the increasing importance of digital marketing and the need for businesses to maintain and expand their market share.

Advancement Opportunities in Marketing Management

Whether it’s continuing education, earning certifications, or moving into higher leadership roles, there are several paths you can take to elevate your career.

Continuing Education and Certification

Continuing education and certifications can significantly enhance your credentials and boost your resume.

For instance, organizations like the American Marketing Association offer the Professional Certified Marketer program with tracks in digital marketing, marketing management, sales management, and content marketing. These certifications cover essential skills like SEO, PPC, social media marketing, and analytics, which are critical in today’s digital marketing landscape.

Other notable certifications include Google Ads and Analytics, which are highly recognized and can significantly enhance your resume. Programs like Kellogg School of Management’s Digital Marketing Strategies and HubSpot’s Content Marketing certification are also highly regarded.

Management and Leadership Roles in Marketing

If you’re aiming for a higher leadership role, there are several positions you can aspire to, such as VP of marketing or chief marketing officer (CMO).

Specialized roles like digital marketing manager, brand manager, and product marketing manager are also excellent advancement opportunities. These roles come with greater responsibilities and often higher compensation.

To excel in these roles, you’ll need a blend of strategic thinking, creativity, technical skills, leadership, and adaptability. Understanding cultural nuances and consumer behavior across different markets is also crucial for crafting effective global marketing strategies.

Frequently Asked Questions About Becoming a Marketing Manager

How long does it take to become a marketing manager?

Typically, it takes 6-8 years to become a marketing manager. This timeline includes completing an undergraduate degree, which usually takes four years, followed by gaining 3-5 years of professional experience in marketing roles such as marketing specialist, marketing analyst, or sales associate.

Factors that can influence this timeline include the level of education (e.g., obtaining an MBA can expedite the process), the specific industry, the size of the organization, and the individual’s ability to gain relevant experience and skills through internships and entry-level positions.