The role of a marketing manager is evolving to include more responsibility and accountability, and to take your business to the next level.
Traditional marketing managers might be called marketing directors or chiefs of marketing, but the scope of their job has changed. With the rise of digital marketing, content marketing and social media, the focus has shifted to developing marketing technology and strategies to grow a business online.
To succeed in this role, you need to set the marketing strategy and objectives, and then use your technical know-how + network of specialists to help drive marketing performance.
Here’s an example of a typical global online marketing manager’s job description:
Marketing Technology and Strategy
You’ll be responsible for the overall strategy and execution of marketing technology, including growth strategies, marketing analytics and measurement. You’ll also be in charge of developing marketing materials, like websites, social media campaigns, and email marketing.
You’ll need to be an experienced decision-maker and practitioner, able to set strategy and tactics, and be an expert in marketing technology. In addition, you’ll need to be tech-savvy, able to analyze data, and familiar with the various platforms that can be used to execute marketing programs.
You’ll be working with specialists, marketing technologists, and business owners to develop and refine marketing strategies, set annual marketing budgets, and evaluate the effectiveness of current marketing programs. On a day-to-day basis, you’ll be responsible for tasks such as analyzing data, creating content, or planning social media campaigns.
Accountability and Performance Reporting
Marketing managers are responsible for helping to achieve stated business objectives and goals, and you’ll be expected to track and report on your performance regularly.
You’ll need to be able to demonstrate your ability to think critically and be able to solve problems effectively, using your technical expertise. You should also be comfortable with analyzing and presenting data, using tools like Excel, word processing, and basic presentation software.
It’s essential that you’re detail-oriented and can organize your time effectively, so you can prioritize and meet deadlines. In addition, you’ll need to be a reliable employee, able to show up to work on time and be attentive to detail.
As a marketing manager, you’ll be expected to set standards and hold others accountable for meeting the standards you set. You’ll also be responsible for coaching and mentoring junior marketers.