Essential Steps for Creating a Marketing Manager Job Post: Key Skills and Duties Outlined
In the dynamic world of business, marketing managers play a pivotal role in promoting products and services, supporting sales teams, and driving demand generation. They develop and execute strategies that span various marketing channels, from print and digital media campaigns to social media marketing, content marketing, webinars, and events.
A marketing manager's responsibilities often extend to managing teams, analysing campaign performance, and coordinating efforts across departments. Cross-functional collaboration with key groups like product marketing, field marketing, digital marketing, communications, sales, finance, and others is highly valued.
Marketing managers are also tasked with creating and optimising Marketo nurture streams based on web behaviour and the customer journey, ensuring marketing qualified leads (MQL) are funneled to the sales team based on defined target personas. They establish intimate knowledge of the marketing leads database to uncover opportunities for engagement.
Experience marketing to specific personas, such as [redacted], is preferred, as is the ability to drive global persona campaigns that support the entire buyer's journey, focusing on omni-channel, personalization, and needs-driven strategies.
To succeed in this role, a marketing manager typically has prior experience in an entry-level marketing job and may hold a bachelor's degree in marketing, business management, communications, or the equivalent in experience.
In their quest for efficiency and measurable outcomes, marketing managers utilise a variety of tools. Campaign Management and Project Management Software like ClickUp, Asana, and Hive streamline planning and execution, while marketing automation platforms such as Marketo Engage and ActiveCampaign automate lead management, email campaigns, and cross-channel marketing.
Analytics and SEO Tools, such as Google Analytics, SEMrush, and Ahrefs, help marketers track KPIs, analyse website traffic, and refine strategies based on user behaviour and search data. Workflow and task automation are fundamental in campaign execution, facilitated by these tools and software frameworks.
Marketing managers also monitor and analyse data related to lead generation, engagement, funnel tracking, and automation. They track DB health and growth for key personas, measure and analyse dashboards to understand where opportunities for further optimization and engagement exist, and establish goals and KPIs for campaigns based on historical or projected results, tying back actual performance and revenue impact.
In addition to these responsibilities, marketing managers often use customer relationship management (CRM) tools, SEO tools, data and analytics reporting tools, social media tools, content creation tools, email marketing tools, lead generation and capture tools, and marketing automation tools. They also collaborate with the sales team to capture new leads into the database and broadcast the product team's newest innovations to generate demand.
Planning with key marketing leaders across Product Marketing, Geo Mktg, Digital, Content, Design, Communications, Customer Marketing, and Sales Development is required. The marketing manager program manages deliverables and activities for integrated marketing campaigns, drives the development of key assets, and broadcasts the product team's newest innovations to generate demand within the prospect database and within the marketing and sales market.
A marketing manager collaborates with the finance department to ensure budget allocation for various marketing initiatives, maintaining fiscal responsibility in business operations. The marketing manager's role also entails financial analysis of marketing campaigns, evaluating the return on investment (ROI) for each project to optimize business returns.
The marketing manager's strategic planning involves aligning marketing efforts with the overall business goals, which may require working closely with the sales team, product marketing, and the finance department to understand the financial impact of their strategies.
