Marketing managers are everywhere in the professional world—you’ll find them in almost every industry and every kind of company, big or small. While their job descriptions and years of experience might vary, their role stays the same: They’re the link between a company and its audience. If a business has something to sell, it needs marketing managers to make it happen.
A marketing manager’s job is to create and carry out marketing strategies. This could mean figuring out who their company’s target audience is and how to reach them. They might also develop plans to boost profits or market share, keep an eye on industry trends, and connect with consumers to build a strong brand voice and loyal following.

Want to know more about what it’s really like to be a marketing manager—and how to become one? Keep reading. (And if this gets you excited about the role, you can check out open marketing manager jobs right here on The Muse!)
What Does a Marketing Manager Do?
A marketing manager’s responsibilities can change depending on the industry, team size, and their seniority level. They might work independently or lead a team of marketers. Some write marketing content themselves (like website copy, emails, or social media posts), while others delegate it. Often, they’re in charge of planning and tracking budgets and strategies for the whole marketing department—or just one part of it.
At its core, a marketing manager’s goal is to help their company connect with the right customers and get them engaged with the brand. That engagement could mean making a purchase, joining a community, or signing up for more info. Some marketers focus on B2C (selling to individual customers), while others work in B2B (selling to other businesses).
According to Julia Marvin, a marketing manager at Jefferson Center (a mental healthcare nonprofit), content and project management are key in all marketing jobs. With over a decade of experience in healthcare, tech startups, and government, she says team size makes the biggest difference in her role: “The smaller the team, the more hands-on work I’ve had to do, covering different marketing specialties.”
Marketing managers can be generalists or specialists. Generalists handle a wide range of marketing tasks, often at agencies or smaller companies. Specialists, like social media marketing managers, focus on one area and support larger teams. Common specializations include:
- Brand management
- Copywriting
- Product marketing
- Social media
- Email marketing
- Growth management (or “growth hacking”)
- Event marketing
- SEO/SEM
- E-commerce
Key job duties may include:
- Spotting industry trends and using them in marketing strategies
- Creating and managing quarterly/annual marketing plans
- Setting KPIs, tracking progress, and reporting to stakeholders
- Juggling multiple projects and deadlines
- Writing, editing, and proofreading marketing materials
- Managing budgets and paid ads (including design and landing pages)
- Working with leadership to refine brand messaging
- Overseeing content strategy (social media, blogs, webinars, etc.)
- Hiring and training marketing staff
- Advocating for customers based on data and insights
- Running integrated campaigns (mixing ads, email, social media, etc.)
Key Facts About Marketing Managers
Thinking about becoming one? Here’s what you should know.
Where Do Marketing Managers Work?
Marketing jobs exist in every industry—startups, corporations, nonprofits, even government. You could work in-house at a company or for an agency serving clients.
How Much Does a Marketing Manager Make?
Pay varies by location, experience, and company. According to PayScale, the average U.S. salary is 66,609∗∗.Early−careermanagers(1–4years)earnaround∗∗66,609∗∗.Early−careermanagers(1–4years)earnaround∗∗58,742, while mid-career (5–9 years) make about $69,378.
What Kinds of Work Environments Do They Have?
It depends on the company! Julia Marvin values work-life balance, which her current nonprofit prioritizes. She’s also worked at startups with perks like free lunches, dog-walking services, and flexible PTO.
Brook Barons, a senior content marketing manager at Gorilla Logic, enjoys flexible environments with trust-based policies—remote work, unlimited PTO, and adjustable hours.
Can Marketing Managers Work Remotely?
Absolutely! Many roles are fully remote, especially post-COVID. Barons’ job shifted from office to remote smoothly since marketers already use digital tools. Marvin expects a hybrid setup in the future.
What Hours Do They Usually Work?
Mostly Monday–Friday, but sometimes evenings or weekends for events or deadlines. Barons works 7 AM–6 PM, while Marvin sticks to 9 AM–5 PM unless launches or media needs arise.
Skills Needed for Marketing Managers
Whether you’re in B2B or B2C, these skills are essential.
Soft Skills
- Adaptability
- Analytical thinking
- Communication
- Creativity
- Leadership
- Problem-solving
- Time management
Hard Skills
- Budget management
- CMS platforms
- Google Analytics
- SEO/SEM
- Social media tools (Hootsuite, Sprout Social)
- Email marketing (Mailchimp, HubSpot)
How to Become a Marketing Manager
You don’t always need a degree—skills matter more. Most start as coordinators or assistants before moving up. You could also transition from another field (like editing or HR) by learning marketing basics.
Tips to break in:
- Network with marketers
- Take free courses (LinkedIn Learning)
- Volunteer for marketing tasks
- Build your personal brand online
Jessica Hutson, a marketing director who switched from HR, says: “Be curious. Note your knowledge gaps and reach out to people for advice.”
Why Become a Marketing Manager?
- Growing field: Jobs are expected to grow 6% by 2029 (faster than average).
- Variety: Work in any industry you’re passionate about.
- Flexibility: Remote options, creative problem-solving, and room to grow.
Hutson loves her remote role in higher ed, while Marvin used her marketing skills when running for city council. Barons sees endless opportunities as digital marketing expands.
If you love strategy, creativity, and connecting with people, this could be the perfect career for you!