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Channel marketing managers develop and implement marketing programs that target specific channels to promote services or products. This role includes creating marketing plans, staying up-to-date with the latest digital trends, and coordinating campaigns within the marketing team and with department heads. Applicants for this job should show marketing expertise, strong communication skills, and great time management. Most channel marketing managers work full time in an office environment, usually within a marketing team. The role can sometimes be stressful if there are tight deadlines or pressure to get campaigns out on time. This job is well-suited to digitally conscious people who enjoy analyzing data, following current trends, and communicating with people.
Channel Marketing Manager Duties and Responsibilities
The type of organization a channel marketing manager works for will determine the exact roles and responsibilities they take on. Based on job listings we analyzed, a channel marketing manager’s duties typically involve:
Plan Digital Campaigns
Planning and executing digital, channel-specific campaigns is a key part of a channel marketing manager's role. This includes determining which media platform to advertise on and how to adapt campaigns to suit the channel they're being used on.
Provide Marketing Guidance
Channel marketing managers meet with senior staff members and clients to provide marketing advice and guidance on how to carry out the appropriate research and advertising for maximum effect.
Perform Market Research
This role requires staying ahead of the curve and following the latest digital trends and searches, as well as the newest technologies. Channel marketing managers also carry out competitor research to monitor what other companies are doing.
Develop Channel Strategies
Channel marketing managers utilize their experience to develop channel-specific marketing strategies for the forthcoming year. These strategies are worked out with department heads to discuss topics such as budgets or contracts, and to make sure all teams are aligned with the marketing plans.
Report on Results
Once campaigns have run, channel marketing managers gather data on the results and create reports to show what worked and what was less effective for different markets and audiences.
Channel Marketing Manager Skills and Qualifications
Channel marketing managers are strong interpersonal communicators, able to coordinate projects and digital strategies and analyze data effectively. Typically, employers require a bachelor’s degree in marketing or a similar field, as well as the following abilities:
- Communication skills - this role requires communicating effectively, so strong interpersonal and communication skills are a must for success
- Analytical abilities - channel marketing managers analyze data, observe trends, and report and evaluate the success of campaigns and social engagement, which requires strong analytical abilities
- Teamwork - channel marketing managers often collaborate with a team and other departments or external contacts. For this reason, it's important that they're polite, professional, and courteous with colleagues, and that they work well in a team
- Computer skills - much of this role requires the ability to use different computer programs and software, so channel marketing managers need to have excellent computer skills
- Organization skills - channel marketing managers often work with different colleagues and teams on multiple projects at one time, so the ability to prioritize tasks and stay organized is essential
Tools of the Trade
Channel marketing managers use these tools regularly:
Microsoft Office (Powerpoint, Word, Excel)
Analytics programs (Google Analytics, WebTrends, NetInsight)
Channel Marketing Manager Education and Training
Employers typically require a bachelor’s degree in marketing, advertising, or a similar subject for this job. Courses in business law, economics, finance, computer science, and management are advantageous to applicants’ resumes. Candidates can stand out to employers by completing internships to gain valuable experience.
Channel Marketing Manager Salary and Outlook
The median annual salary for channel marketing managers is $82,000. Channel marketing managers in the 10th percentile earn around $56,000 a year, and the highest paid earn around $115,000 annually. Medical and dental health benefits are very common with this position, as are bonuses and profit-sharing opportunities. Prior experience impacts the pay level available for this role. The Bureau of Labor Statistics projects this sector will grow by 10 percent through 2026.
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Below we’ve collected some of the best resources to help you build a career in channel marketing management:
Fusing digital marketing techniques with business strategies is vital to helping organizations meet their goals. This book highlights the ways digital marketing can be utilized, explaining techniques through charts, illustrations, and case studies.
This easytofollow guide showcases the latest digital techniques and insights to help create sustainable digital growth. It focuses on how to adopt a digital mindset and how to integrate digital tactics into core values to gain a competitive advantage in the industry.
With over a million members, this LinkedIn group is a musthave resource for networking with others in the industry and staying on top of the latest news and trends. Here, members will find updates to the most recent whitepapers and industry reports to stay innovative and adhere to best practices.
Google Trends is a must for anyone in the digital sector, but for channel marketing managers, Google Hot Searches is particularly useful for identifying the latest searches and finding inspiration for social media posts, blog pieces, and campaigns.