What is a marketing manager? Definition and examples

A Marketing Manager is a manager in the marketing department. They control all the promotional and market research and study activities of the company.

The marketing manager is in charge of an internal team. Together with the team, they focus on making sure consumers know about their products or services. However, if it is a small business, this person might work alone.

The marketing manager who is in charge of a single brand or product is known as the Product Manager.

What does a marketing manager do?

A marketing manager researches, determines, examines, and assesses demand for a product or service. They aim to increase sales by developing promotional campaigns and strategies.

Before launching their campaigns, they need to know who their target consumers are. They must also know what those consumers want, need, and what their expectations are. It is their job to determine whether the company’s product can meet that demand.

The marketing manager is responsible for establishing and maintaining a product’s brand. They need to make sure that the brand complies with the business’ vision and values.

Marketing manager vs sales manager
The roles of a marketing manager are quite different from those of a sales manager. In small businesses, however, one person may be in charge of both marketing and sales.

Regarding a brand’s image, marketing managers oversee and monitor the different stages of marketing efforts – from package design and logos, to pricing strategies and ad campaigns. They also monitor all activites related to brand awareness – product placement, endorsements, email campaigns, contests, and newsletters.

Marketing mix

The marketing manager needs to make sure the company has adopted the right marketing mix. The marketing mix is the planned mix of elements that make up a marketing plan.

Four elements make up a marketing mix. They all start with the letter ‘P’: Product, Price, Place, and Promotion. Hence, we call it the 4Ps Marketing Mix or 4Ps Marketing Matrix.

The marketing manager needs to adjust the 4Ps until the combination is just right for the product. In other words, it must both satisfy customers’ needs, wants, and expectations, and generate the most profit.

Marketing manager vs. sales manager

Although sales and marketing managers are in charge of teams of employees, their roles are quite different. In a small business, one person may assume both roles. This is not the case in medium- or large-sized companies.

  • Sales manager

Sales managers are responsible for selling a product or service. The sales manager and his/her team develop relationships with customers. They may also develop relationships with channel partners.

Sales involves knocking down doors, overcoming customer objections or doubts, and negotiating prices and terms.

  • Marketing manager

The marketing manager’s job is to understand the marketplace. Specifically, where demand for the product exists, what influences that demand, and how it may change with time.

The marketing manager does not sit with prospective customers and negotiate prices or terms. That is the job of the sales manager.

  • Breaking into a new market

Before deciding whether to break into a new market, the marketing manager investigates. They may carry out market research, and get as much data as possible.

  • Launching new or improved products

The research and development (R&D) department in a large company will consult with the marketing department regarding which new products to create.

Let’s suppose you are a scientist and you have the idea of creating a new self-driving car. Who do you go to to find out whether there might be a market for that? You talk to the marketing manager.

When the self-driving car is ready, and on the market, the sales manager and the sales team try to sell as many as possible.

The marketing manager may work to amplify the product’s reach through strategic advertising and public relations efforts. In tandem, they also analyze market feedback to refine future marketing strategies and product development.

Marketing manager terms and concepts

There are many compound phrases containing the words “marketing manager.” Let’s have a look at some of them:

  • Marketing Manager Role

The specific responsibilities and duties assigned to a marketing manager.
Example: “The marketing manager role encompasses market research, brand strategy, and campaign execution.”

  • Marketing Manager Skills

The particular set of abilities required to be successful as a marketing manager.
Example: “Effective communication and analytical thinking are essential marketing manager skills.”

  • Marketing Manager Objectives

Targets or goals set for the marketing manager to achieve.
Example: “One of the primary marketing manager objectives this quarter is to increase brand engagement online.”

  • Marketing Manager Position

The job and status of a marketing manager within an organization.
Example: “She was promoted to the marketing manager position after demonstrating her expertise in strategic planning.”

  • Marketing Manager Performance

The assessment of a marketing manager’s effectiveness in their role.
Example: “Annual reviews are conducted to evaluate the marketing manager performance against the company’s KPIs.”

  • Marketing Manager Strategy

The plan of action developed by or for a marketing manager to achieve business goals.
Example: “Developing a robust social media presence is central to the new marketing manager strategy for the upcoming year.”

Video – What is a Marketing Manager

In this visual guide presented by our affiliate channel, Marketing Business Network on YouTube, we explain what a “Marketing Manager” is using straightforward language and easy-to-understand examples.