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Senior Marketing Managers oversee a company’s marketing department staff. They ensure the team is effectively promoting the company and its merchandise and targeting the correct and appropriate audience in their campaigns. They keep their teams motivated and encourage creativity and innovation. They may also be charged with supervising the sales and public relations departments as these often work in tandem with the marketing department.
While Senior Marketing Managers supervise marketing teams, they will generally report to a Marketing Director, thus making them middle-management level. According to the Bureau of Labor Statistics, jobs in the advertising and promotions fields will increase by 9 percent through 2024, adding an estimated 19,700 jobs to these sectors.
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Senior Marketing Manager Duties and Responsibilities
A Senior Marketing Manager has many duties and responsibilities. Although specific positions will dictate a Senior Marketing Manager’s undertakings, there are several primary responsibilities common to this occupation. A review of current job listings identified the following main tasks and responsibilities.
Conduct Market Research
Senior Marketing Managers are responsible for obtaining market research such as current trends in their niche and the needs and desires of consumers. This allows the Senior Marketing Manager to create a target audience and build campaigns and promotions aimed at this group of customers. Some Senior Marketing Managers will gather this data themselves by analyzing business reports and conducting surveys or focus groups, while other Senior Marketing Managers will have a staff to gather this information for them, allowing them to focus solely on interpreting the data. They may even have an entire department dedicated to market research at their disposal.
Implement Marketing Strategies
Planning and implementing marketing strategies is another large part of the Senior Marketing Manager's job. This may include creating or altering brand images, reaching out to a new target audience and creating a budget to cover all necessary expenses. Senior Marketing Managers may assist in the creative portion of the process, but usually they organize appropriate teams to perform each duty and then oversee their progress to ensure the strategies are successfully rolled out.
Conduct Performance Analysis
Senior Marketing Managers must analyze their marketing team and any other department teams they may work with to establish whether or not all personnel are contributing to the marketing strategies and campaigns they are assigned to. The Senior Marketing Manager should offer assistance and their expertise to any staff who is struggling or falling behind. They must also analyze their campaigns to determine if they are successful or whether or not they may need to modify them.
Senior Marketing Manager Skills
Core skills: Based on job listings we looked at, employers want Senior Marketing Managers with these core skills. If you want to work as a Senior Marketing Manager, focus on the following.
- Knowledge of market research practices and techniques
- Knowledgeable on principles, practices and techniques of marketing strategies
- Experience analyzing data
- Proficient computer skills
- Budget and cost analysis experience
- Knowledge of social media platforms
- Project management experience
- Experience running large scope projects with cross-over departments and large teams
Advanced skills: While most employers did not require the following skills, multiple job listings included them as preferred. Broaden your career options by adding these skills.
- Degree in Marketing or related field
- Search Engine Optimization (SEO) certified
Senior Marketing Manager Resources
The internet is home to more resources for those considering a career as a Senior Marketing Manager. We compiled a list of sites that will inspire, inform and entertain you on your path to becoming a Senior Marketing Manager.
On the Web
Online Marketing Success Magazine
This magazine is dedicated to those who work mainly in online marketing. Full of informational articles and tips from those in the field, it is a wonderful resource.
Sales and Marketing Management
This bimonthly magazine is offered free to residents of the US or free as a digital subscription to those outside the US. Its articles and opinion pieces revolve around the duties and responsibilities of marketing management professionals.
Senior Marketing Manager Books
The Marketing Manager's Handbook: The Keys to Sales and Marketing Success
This handbook describes every detail in the planning, organizing and implementation processes of executing successful marketing campaigns.
The 2015 Chief Marketing Officer Handbook: Marketing Strategies That Work
This book is geared towards Senior Marketing Managers who need advice and tips for marketing strategies in a digital world. Packed with tools, strategies, techniques, and resources, this is a mustread for modern Senior Marketing Managers.
Lessons from a Chief Marketing Officer
Veteran Chief Senior Marketing Manager, Brad Kirk, imparts his wisdom on how to become successful in marketing. He offers his own tried and true techniques and strategies.
Industry Groups
American Association of Advertising Agencies
This association represents the advertising agency in the United States and is referred to as "the 4A's." Founded in 1917, it is a leading resource for news, latest research, training and education opportunities, and networking with peers.
American Marketing Association
Established in 1953, AMA brings together professionals in the marketing field to share ideas, promote education, conduct research and find reputable resources on marketing.
Marketing Management Association
For nearly 20 years, MMA has been holding their Spring and Fall conferences with participants from all over the world joining to discuss the latest research and methodologies used in the marketing industry.
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