The Definitive Guide: How To Become A Marketing Manager

Published on: 15 Nov 2017
marketing manager

Thanks to advancements in technology over the years – in particular, the developments in social media – marketing managers have become much more prominent within larger companies. Where once a firm might have employed an agency, or even a freelancer, to help with their marketing efforts, now nearly every big business will have an in-house marketing expert to hand.

Responsible for everything from brand management to copywriting, the marketing manager’s role is varied. What that means for anyone thinking of entering the profession is you can be certain your job will never be dull. It’s really unlikely you’ll feel like your working days are merging into one (like you can so often feel in run-of-the-mill office jobs) not when there are so many exciting projects to get your teeth into.

So how do you become a marketing manager? We’ve compiled a guide which answers that question for you. It focuses on what you’ll be doing in the role, hours of work, salary and a lot more. Read on…

What is a Marketing Manager?

  • Job Description

    Acting as the go-to guy (or gal!) for all things marketing, a marketing manager will supervise any activities used to enhance the reputation of a company via the promotion and sales of products, ideas and services.

    You might find yourself getting involved in anything from product development to packaging design, pricing, distribution and, of course, adverts. It’s about creating a demand for a product or service, as well as maintaining a customer base – and this can be done via traditional mail or social media.

    Traditional mail marketing can include anything from flyers, posters or newsletters, while social media, of course, covers everything from Facebook to Instagram and Twitter.

    There are very few companies who wouldn’t be able to benefit from marketing support in some capacity and, as such, marketing managers may find themselves working in or for any of the following:,

    • Visitor attractions
    • Department stores
    • IT and computer companies
    • Food and drink companies
    • Charities
    • Art organisations
    • Manufacturing firms
    • Utility companies
    • Fashion or beauty companies

    …and the list really does go on and on!

    So, what kind of hours can a marketing manager expect to work?

  • Hours of Work

    Marketing managers tend to work full-time hours; part-time positions are typically few and far between.

    Most people will work a 9am to 5pm day, Monday to Friday, and you may be expected to attend events – anything from networking to exhibitions or product launches – outside of these hours. This could include putting your ‘work head’ on during evenings or at the weekends. With that in mind, it helps if you’re passionate about the role and the industry and therefore making your mark within it.

    In terms of where you’ll be working, it could be anywhere from a consultancy or within a marketing department of a specific company or companies. Often, you’ll be office-based, but there may also be scope to work from home and flexi-time may also be provided.

  • Main Responsibilities

    Ever wondered what you’ll be doing as a marketing manager, in terms of day-to-day duties?

    These can include any of the following:

    • Analysing marketing trends
    • Keeping an eye on the competition
    • Identifying target markets and working out how best to engage with them
    • Devising marketing and social media campaigns
    • Managing a team of marketing assistants
    • Working to strict budgets
    • Meeting clients and attending events
    • Recording the effectiveness of any marketing campaigns you’ve put in place

Key Marketing Manager Qualifications

So, what qualifications do you need to be a Marketing Manager?

Great news for anyone wanting to enter the marketing profession: there are no set entry requirements!

While you might need some previous experience – as either a marketing assistant, PR officer or sales manager – it’s unlikely that you’ll be expected to have passed any exams or taken any courses in the subject.

Some companies may be more inclined to take you in for interview if you have a degree in marketing or business, but don’t let it put you off if you haven’t. In this industry, persistence, passion and experience are key.

That said, if you’d like to take a qualification in marketing there are a few Chartered Institute of Marketing Qualifications (CIM) you can look into. These are:

Vital Marketing Manager Skills

In terms of the key skills you need to possess to be great at your job as a marketing manager, here are just a handful:

  • Great communication skills
  • Good leadership and motivational skills
  • The ability and creativity to come up with and lead marketing campaigns – whether on or offline
  • Good budgeting skills
  • The ability to work to tight deadlines.

What is a Marketing Manager's Salary?

Now we’re getting down to the nitty gritty…

What can you expect to earn as a marketing manager? Of course, salaries vary depending on where you are in the country, and the size and success of the company you’d like to work for.

Generally, a junior marketing manager can expect to start on a salary of around £25,000. Those with more experience may be able to negotiate anything from £30,000 to £45,000 per year, with marketing managers at the top of their game earning £50,000+.

According to, the average UK salary for a marketing manager is £32,081 – so it really isn’t a bad industry to get into!

money marketing manager

How To Become a Marketing Manager

Want to become a marketing manager? If so, how do you go about it?

Of course, you’ll need to have a passion for marketing – and with that will no doubt come creativity and imagination. As a marketing manager, you’ll be expected to come up with innovative campaign ideas – and often within a limited timeframe – so creativity will be key.

You’ll also need to be confident; the marketing industry isn’t a place for shrinking violets. Within your role, you may be expected to present to clients or to your team at a moment’s notice, so it’s perhaps not the best idea to enter the profession if you absolutely hate the idea of public speaking.

You’ll be someone who’s always one step ahead when it comes to technological advancements and you’ll know the ins and outs of every platform from YouTube to Pinterest.

As we previously mentioned, it’s not necessary that you have a degree but you’ll probably have to demonstrate that you’re cut out for the job by having some good, solid experience behind you.

Think up inventive ways you can stand out amongst the competition. Can you, for example, present your CV in a quirky way? In marketing, it’s all about your ideas. If you can demonstrate your creative flair, you’ll already be one step ahead of everyone else.

Quick Career Tip

  • We can’t stress enough how important your previous experience will be in the hiring process. When writing your CV, make sure you add in anything and everything that’s relevant to the position and company. Ensure the words jump off the page – after all, if you can’t sell yourself, the employer won’t have much confidence in your ability to sell the brand’s services or products.

How To Develop Your Marketing Manager Career

So, imagine for a second that you’ve been a Marketing Manager for some time – what next?

Imagine for a second that you’ve spent some years in your role as marketing manager. Now, what comes next? Of course, you could remain in the role for a little while longer; there’s never a dull moment in a position like this and providing you’re happy staying on the same salary for some time, you’ll learn lots and experience all sorts of exciting events and launches.

Those who are particularly career-driven or money-motivated may move into a head of marketing role. Responsibilities in this role can include everything from leading a team to making sure the business’s marketing communications hit the right note and maintain the brand’s reputation.

Problem solving will be a huge part of your role as head of marketing; everyone will look to you to sort any issues out – whether that be tight budgets for events or products which seem difficult to market.

Supporting the director with his or her day-to-day duties, the head of marketing will be required to think on their feet at all times.

Decided that a marketing manager role is the one for you? First things first; do your research about the company you’d like to apply for, before getting to work creating a unique application and resume.

Sell yourself well and you’ll stand yourself in good stead when it comes to getting an interview. If you do manage to get yourself that all-important interview, make sure you not only swat up on the company in question, but also take your time to become acquainted with some of the social media platforms you’re not too familiar with.

It's likely that much of your role as a marketing manager will involve marketing products via social media. Ensuring that you know how they all work from a promotional perspective will certainly help you stand out during the interview itself. Want some more tips? Take a look around leisurejobs.comfor more articles like this.

So there you have it; everything you need to set out on the road to a new Marketing Manager career!

Career Opportunities