Hiring a top marketing manager is both exciting and challenging. On the one hand, your new hire will be implementing long-term and short-term marketing strategies, be highly motivated, and depending on the size of your marketing department, may be overseeing more junior marketing employees.
On the other hand, marketing managers are paid a high salary and are expected to have a big impact. The risk of hiring the wrong person for the position is higher and can have costly consequences.
You need to make sure that your expectations line up with the job duties and responsibilities you describe in your marketing description. Below are four main functions marketing managers perform on a daily basis.
When you’re creating your own marketing manager job description, think about how these four functions marketing managers would work for your company and how to organize the job duties and responsibilities around these areas. The more accurate the job description, the better chance you have of the right people applying for your position.
Developing the Marketing Strategy
A marketing manager is responsible for developing, implementing and executing a strategic marketing plan for the entire company with the goal of attracting and retaining qualified leads. This may sound simple enough, but there is a lot of planning and revision that goes into a marketing plan.
These strategies clearly outline how an organization will promote its products and services to its target market. If you don’t have a defined marketing plan or goals, it’s impossible to know how you’re performing and how to improve on your results.
Reporting and Results
Creating a marketing plan is only useful if you’re able to report your findings. A big part of a marketing manager’s daily responsibilities is reporting on the success of marketing campaigns and initiatives. These reports will let you know whether your sales volumes are increasing and why, or even if you’re maintaining a competitive edge over your competitors.
When you have a marketing manager who can measure and report on the performance of your marketing campaigns, gain insight from these reports and assess them against your goals, then you will be able to make better, more informed decisions for your company as a whole.
Market Research and New Business
Another function of a marketing manager is to perform competitive intelligence and identify new business opportunities. These reports are critical when developing new product lines or ending a poorly performing marketing campaign.
For example, a marketing manager may perform customer research by sending out surveys or holding focus groups. Another example is analyzing market trends with the aim of identifying unexploited or new markets to introduce your products or services.
If your marketing department is large enough, you will want your marketing manager to oversee more junior marketing professionals. They will assign duties and set targets for the marketing department to hit. They will also have to perform employee evaluations and even training for these professionals.
Below is a sample Marketing Manager Job Description to help you plan and craft your own.
- Collaborate with the VP of Marketing to develop and execute both online and offline marketing strategies and tactics designed to generate leads.
- Manage employees in the marketing department and create team goals and targets
- Take company goals and strategy and implement them into marketing activities to increase website traffic and the number of inbound leads for the sales department.
- Apply content marketing methods to generate awareness and engagement
- Improve the brand positioning in the industry.
- Stay on top of current marketing trends and strategies and apply them to generating leads.
- Analyze marketing automation software and marketing database to uncover marketing and sales opportunities.
- Vendor management to include maintenance of vendor network and sourcing for new vendors, as needed.
- Develop themes for whitepapers, blog, infographics, email campaigns, etc. or identify strong outside content developers for regular content generation.
- Monitor, measure, analyze the effectiveness of marketing initiatives and use this information to redesign/change the initiatives.
- Continuously working to optimize efficiencies to make the department more effective and productive with a growing base of leads generated.
- Develop and Implement regular content generation schedule.
- Analyze weekly departmental success statistics.
- Publish email alerts and campaigns via marketing automation software.
- Develop and execute existing account retention and growth campaign.