DUTIES OF MARKETING MANAGER

A marketing manager performs many duties aimed at developing and implementing the long- and short-term marketing strategies of his employer. The broad scope of this task requires him to interact heavily with various departments of his firm, including research and development, manufacturing, supply chain, sales and, in some industries, legal and compliance. Depending on the size of his organization, a marketing manager may also oversee a team of junior marketing professionals.

Brand Development

Perhaps the most important duty performed by a marketing manager is the development of her employer’s brand. Consisting of visuals, such as a logo, and sometimes sounds, such as music used in a television or radio advertisement, a brand is the image that comes to mind when customers think of company. Although each of a firm’s products and services may be branded, there is typically a corporate brand that encompasses the entire organization. Partnering with senior management, a marketing manage creates a brand that aligns with the organization’s mission statement. She then directs internal or external media relations and advertising professionals in the implementation of that brand, producing press releases, commercials and other promotional material.

Competitive Intelligence

In an effort to assist his employer in remaining competitive in the marketplace, a marketing manager performs a multitude of research aimed at ensuring the firm’s foothold in the industry. He may perform customer research by implementing surveys and hosting focus groups. He may also analyze the advertising activities and sales performance of competitors. In addition, he may assess the state of the economy as it relates to the firm’s industry. Once this research has been compiled, a marketing manager creates various reports based upon his findings. These documents are then presented to senior management. Reports based upon the research of the marketing manager are considered by management when making business critical decisions, such as the development of new product lines or the discontinuation of a poorly performing advertising campaign.

Public Relations

In many environments, a marketing manager represents his employer in the media. He grants interviews in an effort to promote new products, services or initiatives. He represents the firm at charitable events and other happenings taking place throughout the community. In times of crisis, he may also perform damage control, courting the press for the purpose of changing a negative opinion of his company. While some marketing managers perform this duty autonomously, others work in partnership with internal or external public relations professionals.