Marketing manager

Marketing managers come up with creative ways to promote a company's goods and services to customers.

You’d plan how to connect with people so they have a positive impression of the products, services or brand.

Your job would vary depending on the organisation you work for and the sector you work in. You could specialise in certain types of product or market, such as fashion, fast-moving consumer goods (FMCG) or financial services.

What you'll do in this job:

• research and analyse market trends

• identify target markets and how best to reach them

• work out marketing strategies

• plan campaigns and manage budgets

• organise the production of posters and brochures

• come up with social media strategies

• attend trade shows, conferences and sales meetings

• make sure that campaigns meet deadlines and budgets

• check and report on the effectiveness of strategies and campaigns

You'd plan the marketing activity for a campaign. You’d think of new ways to get your message to the customers. 

If you have a bigger budget, you might work with other organisations. For example another advertising or design agency to help bring your ideas to life. You could also work with a market research company to find out more about customer satisfaction and expectations. This data will help you find ways to make your campaign more effective.

At the end of each campaign you would assess its success and report to marketing directors.

You might have a general role where you’re responsible for different aspects of marketing strategy. Your role could also focus on a specific area. You could specialise in :

• brand marketing

• content marketing

• digital marketing

• product marketing

• email marketing

• marketing research

• marketing communications

You could lead a team of other managers and assistants who you’d motivate to make each marketing campaign a success. You could also lead in one area, for example as a brand manager, and report to another marketing manager.

• The Chartered Institute of Marketing – discover how to get into a marketing career

• Arts Marketing Association – membership body for the arts, culture and heritage sector

• Institute of Data and Marketing – learn about qualifications, training and access more resources

• Scotland's National Centre for Languages – hear from Dylan, a marketing manager