Marketing Managers

Business, Management and AdministrationO*NET 11-2021.00United States

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied.

COMING SOON See related ASU learning

Median annual earnings: $160,147
Projected change: +10.2%
Typical education: Bachelor's degree
Employment: 427.81K jobs

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Build the skills

ASU learning related to this career

These courses and certificates are connected through catalog career relationships and Lightcast skill tags.

The work

What marketing managers do

Tasks reported for this occupation, ordered by how often they come up in the role.

Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
Develop pricing strategies, balancing firm objectives and customer satisfaction.
Compile lists describing product or service offerings.
Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
Consult with product development personnel on product specifications, such as design, color, or packaging.
Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.
Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.
Initiate market research studies, or analyze their findings.
Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors.

Pay and outlook

What the job pays and where it is heading

Annual earnings range

Reported earnings by percentile, United States

10th percentile: $85,556
25th percentile: $117,300
50th percentile: $160,147
75th percentile: $210,402
90th percentile: $289,603

The gold marker shows the median. Half earn more than $160,147 and half earn less.

Employment outlook

2025 to 2035 projection

+10.2%faster than average

2025427,809 jobs

2035 projected471,463 jobs

43,654 more positions over the decade, before replacement hiring.

Preparation

Education levels

What people currently working in the career hold. These are not entry requirements.

Bachelor's degree: 55.8%
Master's or Professional degree: 34.9%
High school diploma or less: 3.5%
Associate degree: 3%
Some college: 2.8%

Skills

Skills employers ask for

Technical skills appearing most often in job postings for this occupation.

Marketing
Product Management
Artificial Intelligence
New Product Development
Influencing Without Authority
Workflow Management
Project Management
Product Strategy
Scalability
Key Performance Indicators (KPIs)
Go-to-Market Strategy
Marketing Strategies
Analytics
Finance
Product Marketing
Data Analysis
Cross-Functional Collaboration
Business To Business
Product Roadmaps
Agile Methodology

How the work gets done

Core competencies

Broad capabilities associated with strong performance in this occupation.

Reading Comprehension: Understanding written sentences and paragraphs in work-related documents.
Critical Thinking: Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.
Active Learning: Understanding the implications of new information for both current and future problem-solving and decision-making.
Speaking: Talking to others to convey information effectively.
Active Listening: Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Social Perceptiveness: Being aware of others' reactions and understanding why they react as they do.
Persuasion: Persuading others to change their minds or behavior.
Monitoring: Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
Judgment and Decision Making: Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Negotiation: Bringing others together and trying to reconcile differences.
Complex Problem Solving: Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Coordination: Adjusting actions in relation to others' actions.
Time Management: Managing one's own time and the time of others.
Systems Evaluation: Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.
Management of Personnel Resources: Motivating, developing, and directing people as they work, identifying the best people for the job.
Operations Analysis: Analyzing needs and product requirements to create a design.
Writing: Communicating effectively in writing as appropriate for the needs of the audience.
Systems Analysis: Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
Learning Strategies: Selecting and using training/instructional methods and procedures appropriate for the situation when learning or teaching new things.
Service Orientation: Actively looking for ways to help people.

In the market

Job titles and employers

Recent job postings in United States

Common job titles

01Product Managers21,515 postings
02Marketing Managers9,203 postings
03Product Marketing Managers5,326 postings
04Directors of Marketing4,727 postings
05Principal Product Managers4,601 postings
06Directors of Product Management4,402 postings
07Technical Product Managers2,933 postings
08Digital Marketing Managers2,184 postings
09Digital Product Managers2,176 postings
10Growth Marketing Managers2,125 postings
11Field Marketing Managers2,013 postings
12Platform Product Managers1,938 postings
13AI Product Managers1,564 postings
14Market Managers1,458 postings
15Lead Product Managers1,419 postings
16Marketing Events Managers1,372 postings
17Associate Product Managers1,322 postings
18Vice Presidents of Marketing1,256 postings
19Directors of Product Marketing1,209 postings
20Product Owners1,180 postings

Top employers

01Capital One5,001 postings
02Amazon3,386 postings
03JPMorgan Chase2,653 postings
04Google2,234 postings
05Cengage Learning2,211 postings
06Cardinal Health1,575 postings
07Datavant1,451 postings
08Accenture1,436 postings
09Lumen Technologies1,424 postings
10CVS Health1,397 postings
11Teradata Operations1,292 postings
12PricewaterhouseCoopers1,212 postings
13General Motors1,141 postings
14Merck & Co.1,084 postings
15Pearson Education1,025 postings
16Robert Half1,005 postings
17GE Aerospace934 postings
18Microsoft919 postings
19Salesforce889 postings
20Wolters Kluwer876 postings

Keep looking

Advertising and Promotions Managers

Median pay: $124,424
Employment outlook: −1.9%

Market Research Analysts and Marketing Specialists

Median pay: $77,677
Employment outlook: +10.1%

Order Clerks

Median pay: $44,776
Employment outlook: −12.8%

Sales Managers

Median pay: $147,021
Employment outlook: +7.7%