Employments management and marketing Plan: start-up marketing management Marketing employees

Marketing manager roles and responsibilities

The duties and responsibilities of a marketing manager can vary greatly, depending on the type of company they work for and what industry they operate in. For example, a marketing manager who works for a large international e-commerce website may take on much more responsibility for content management and data analytics than one who works for local manufacturing or engineering business. However, similarities between roles will always exist.
Luxury marketing director and former head of marketing for both Harrods and Selfridges, Mo Mohsenin, explains how the primary functions of a marketing manager are to bring awareness of the brand or the company to the market, position it well, “and make sure it’s targeted to the right audience.”
“You need to know the DNA and ethos of the brand or company really well,” he says. “Sometimes a marketing manager is employed to change the position of a brand or business, and that brings about its own challenges. They’ll also work hand-in-hand with PR and sometimes will look after both the marketing and PR functions, as I have done in some of my previous roles. They’re a central point in the business, so while they may not set the strategy, it’s up to the marketing manager to bring the strategy to life and to keep everyone in the business aware of what’s going on. Even in the smallest company the marketing role works very much in collaboration with the rest of the business and needs to communicate with everyone from the CEO to the security guards.”
“I’m responsible for creating marketing strategies, ensuring return on investment for clients, managing junior marketing executives, social media, SEO, Google AdWords, generating pitches and quoting clients,” explains Samara Stewart, digital marketing manager for award-winning SEO and creative agency eJigsaw. “I also create loads of content for our own website and for our clients.”

Marketing manager responsibilities

The most common marketing manager duties include:

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  Working with the executive team, such as the marketing director or managing director, to set the marketing strategy for the business.
  
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  Hiring and managing the performance of a more junior marketing team that can also include PR and creative staff.
  
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  Researching and analysing market trends and competitors.
  
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  Overseeing marketing campaigns.
  
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  Tracking effectiveness of marketing campaigns and reporting findings to the executive team.
  
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  Negotiating and liaising with third-party marketing agencies.
  
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  Writing and delivering content and social media plans.
  
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  Looking after the budget of the marketing department and making sure the budget spend is delivering a return on investment.
  
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  Managing the design and production of promotional materials, such as websites and brochures.
  
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  Overseeing the company’s attendance at events, such as trade shows, conferences, and festivals.
  

“One of my top responsibilities is managing the marketing budget,” says Vella-Bone, digital marketing manager for InSinkErator. “Everyday a team member comes to me with ideas that cost money and I need to consider every idea based on its merits and business case, and look at what we can afford. I also spend a lot of time content planning and talking to and managing our digital agency to make sure they understand our business goals. I taught myself how to do web design, so sometimes I’ll do some of the web development because we manage 13 websites across Europe, so in the countries where we have a lower investment, I’ll manage these sites myself. It’s an all-encompassing job!”