Retail Marketing Manager Job Description
Retail marketing managers work behind the scenes at retail companies to ensure products sell well and that the company hits its overall sales goals. While retail marketing managers may occasionally visit stores, they typically spend the bulk of their time working at company headquarters in an office setting. This tends to be a fast-paced job that requires creative thinking and meeting tight deadlines. Retail marketing managers usually report to the company’s marketing directors.
Retail Marketing Manager Duties and Responsibilities
The retail marketing manager’s specific responsibilities may vary depending on the type of retail product their company produces, but they usually perform these core tasks:
Manage the Marketing Team
Retail marketing managers oversee a team of marketing specialists. As their subordinates present ideas for new marketing campaigns, the retail marketing manager evaluates them and determines their validity based on budgeting concerns and potential for success.
Present Ideas to Marketing Director
If the retail marketing manager identifies potentially successful campaigns, they present those campaigns to the marketing director. This usually involves creating presentations in slideshow software and discussing sales potential.
Marketing departments always have a budget, and it may fall on the shoulders of the retail marketing manager to manage and oversee that budget. This budget is used for running new campaigns and maintaining existing campaigns, so the marketing manager should take care to manage it well.
Analyze Campaign Performance
Retail marketing managers are also responsible for analyzing the performance of their marketing campaigns. This often involves using data analytics to organize and interpret campaign data in a way that makes sense to those not familiar with these specifics.
Report on Marketing Metrics
The success of a marketing campaign is based on its metrics. After gathering and analyzing data from the campaign, the retail marketing manager visualizes this data in an easy-to-understand way. Marketing managers then present this information to the marketing director and other involved management.
Retail Marketing Manager Skills and Qualifications
The successful retail marketing manager is quick to think of creative solutions and able to fit that solution into the overall product strategy. Successful candidates should have at least a bachelor’s degree in marketing and five years of experience in previous marketing positions. Employers also seek out the following skills:
- Market research – retail marketing managers are proficient at researching the market to identify current trends. They can analyze other companies’ marketing campaigns and understand what is successful about those campaigns
- Campaign management – additionally, retail marketing managers must manage multiple campaigns at once, which involves a high amount of organization and multitasking
- Pitching strategy – retail marketing managers build and deliver quality pitches to upper management and other involved parties. They’re also able to recognize how they can improve future pitches
- Collaboration – marketing departments rely heavily on collaboration between other internal departments. As such, retail marketing managers should be able to collaborate and encourage their team to collaborate
- Leadership skills – since retail marketing managers lead a group of specialists, they’re efficient team managers with a talent for conflict resolution
Tools of the Trade
If you’re interested in becoming a retail marketing manager, you should be familiar with the following tools:
- Social media (Instagram, Facebook, Twitter, Snapchat)
- Marketing tools (Hootsuite, MailChimp, Google Analytics)
- Presentation tools (PowerPoint, Google Slides, Keynote)
- E-commerce software (Magento, Shopify, Google Shopping)
Retail Marketing Manager Education and Training
Retail marketing managers need, at minimum, a bachelor’s degree in marketing to obtain employment. Topics in this degree typically include business math, marketing essentials, statistics, and data analysis. However, candidates with advanced degrees in marketing have a better chance of getting hired.
Retail Marketing Manager Salary and Outlook
The median annual salary for retail marketing managers, as reported by the Bureau of Labor Statistics (BLS), is nearly $128,000. The lowest 10th percentile of marketing managers make as little as $67,000, while the highest earners make upwards of $208,000. Retail marketing managers are offered comprehensive benefits packages that usually include health, vision, and dental insurance, along with vacation and sick time. They are also usually offered bonus incentives based on overall performance.
The industry for retail marketing managers is expected to grow 10 percent through 2026, which is faster than usual as compared to other industries, according to the BLS.
Do you want to become a retail marketing manager? Check out these helpful resources to help you get started on this career path:
MarketingProfs – This website is “trusted by 600,000 professionals globally” and provides a wealth of information for current and hopeful marketing professionals. MarketingProfs can give you real-world education through training courses, research, and other helpful content. It also tracks events, so don’t forget to check out the events tab to see what’s going on near you.
Seth Godin’s Blog – Seth Godin is an experienced and well-known marketing professional. His blog features short, to-the-point articles that give you meaningful insight into the marketing field. This is a great blog to read whether you’re a newcomer or a pro.
Digital Marketing – This LinkedIn group has over a million members and serves as an incredibly useful resource for current and hopeful retail marketing managers. As the marketing world evolves, it turns more and more to digital marketing for every industry, including retail. Join this group to gain valuable insight from marketing professionals all over the world.
Building a StoryBrand: Clarify Your Message So Customers Will Listen – Written by best-selling author Donald Miller, this book offers a “revolutionary method” to better connect to your customers and gain a competitive advantage. It walks you through the seven different story points that all people respond to in the real world. The book includes real examples that you can apply to every area of your marketing campaigns.
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly – Don’t let the long name dissuade you from picking up this book! In a world of evolving technology, it’s a must read that focuses on using web-based media to deliver marketing campaigns more effectively.
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