Discussing the Many Roles of the Marketing Manager

Discussing the Many Roles of the Marketing Manager

The Marketing Manager wears many different hats

photo credit: jenny downing via photopin cc

Earlier this week, I talked about the many different hats employees now wear in their jobs. The economy has forced employees to learn a variety of other jobs that may not be part of what they were hired to do.

One occupation, the Marketing Manager, has a variety of duties they perform as part of their day-to-day activities. In today's post, I'm going to discuss in a little more detail what they do and why.

A Marketing Manager is also:

  • Radio / TV / Print Media Buyer – They have to plan, negotiate and schedule the ads with the radio stations, TV stations, magazines, newspapers, online entities, or billboard companies.
  • Department Manager – Sometimes, in addition to managing the marketing initiatives, they have to manage a team of specialists, designers, or other employees.
  • Data Analyst – Businesses like to see the raw numbers and understand what's working and what's not. A common question is what's the ROI? Marketers have to be able to measure and interpret the results of the marketing programs and provide the data in a manner that quick and easy to read and understand.
  • Events Planner – From golf tournaments, to trade shows, to dinner parties, to celebrity functions, marketing managers have a variety of events they need to organize. Arranging the rentals, coordinating the catering, securing the sponsorships, putting together the “swag bags”, there are lots of details marketing managers tend to in the role of event planner.
  • Cheerleader – Marketing Managers are turned to to provide some optimism when things look bleak.
  • Negotiator – Marketing Managers have to negotiate a lot. With agencies, TV stations, radio stations, printed publications, etc., there are many things the Marketing Manager needs to negotiate.
  • Art Director – Sometimes they lead the creative charge and provides the inspiration and the creative direction for the various projects. They oversee and tweak the designs while guiding the junior designers and production artists in the right direction.
  • Public Relations Specialist – They can help to spin company speak into understandable terms. They're adept at crisis management and getting the word out about the company. They build relationships with reporters and other organizations that can help advance their business.
  • Mediator – Sometimes, people need a good referee for a discussion or argument. A Marketing Manager can help mediate conflicts and find solutions that work for everyone.
  • Graphic Designer – The Marketing Manager sometimes needs to dive right in to a design project, using the latest software tools to create brochures, ads, catalogs, packaging, web sites, etc. that can be handed off to production artists or other junior designers.
  • Production Artist – Maybe there's an existing design that needs to be updated or there's a detailed process guide for  creating art. If that's the case the Marketing Manager can call on their graphic design talents and modify, update, or create any art that's needed by following a given direction.
  • Social Media Manager – With social media taking off there's a huge demand for someone to engage with potential customers and be an active listener with regards to issues with the company on the various social media platforms. Without having a formal Social Media Manager on the payroll, the Marketing Manager will take the reins and guide the organization's social media strategy.
  • Blogger – Piggybacking on the Social Media Manager role, the Marketing Manager can also be the organization's blogger, creating compelling content that attracts potential customers to the website.
  • Photographer – A Marketing Manager can play the role of photographer, chronicling events with their cell phone or camera.
  • Videographer – Sometimes video is needed. With video cameras readily available in most modern cell phones, Marketing Managers can assume the role of corporate videographer, capturing events for the organization, editing and posting those events online.
  • IT Professional – Marketing Managers sometimes need to troubleshoot and fix their own technology as well as find more efficient systems for doing their jobs. They'll manage their networks, install software, or replace hardware as needed.
  • Journalist – They can document an event or write articles that can be featured in publications or used in some other medium.
  • Product Manager – Marketing Managers can guide the design and production of a product or service based on feedback they receive from current customers or what's trending in the marketplace.
  • Historian – Much like a photographer or videographer, the Marketing Manager can keep records of an organization's history.
  • Archivist – A Marketing Manager can archive and create records of important items such as photos, documents, logos, etc.
  • Travel Agent – Sometimes, they need to book their own travel and have to find the best deals for their travel needs.
  • Accountant – They can be responsible for managing invoices, paying bills, and receiving payments for certain items.
  • Courier – A Marketing Manager sometimes has to shuttle items from one location to another.
  • Web Designer – Much like graphic designers, the Marketing Manager can design the look and feel of an organization's website and given their skill set, can also program the site.
  • Copy Writer – Maybe there's a catalog that needs some romance copy written. Or the organization needs to have a bio written about one of its executives. A Marketing Manager can assume the role of a copy writer.
  • Project Manager – Oftentimes, they manage multiple projects from start to finish, making sure the I's are dotted and the T's are crossed. They solicit bids, distribute the materials, provide the checkpoints, etc. in order to make sure a project makes its deadline.
  • SEO Expert – They can provide guidance for creating optimized websites that are search engine friendly.
  • CRM Expert – Sometimes they're required to manage the relationships of their vendors and customers. As a result they have created systems that allows them to follow-up when necessary and manage those relationships.
  • Customer Service Agent – There can be times when a customer needs help with a product or service. Maybe the company doesn't have a formal service department or the customer needs specialized service. A Marketing Manager can be called on to answer customer questions and find solutions to their issues.

So now that I've written in detail about the many jobs a Marketing Manager does, do you have any “hats” to add? What about your own job? How many different responsibilities do you have? Discuss below!

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