How to become a marketing manager

Begin your marketing career

1. Get qualified with a relevant undergraduate degree, like a Bachelor of Marketing or Bachelor of Business (Marketing). As a more flexible way of studying, earn your marketing degree online.

2. Gain experience in the industry by securing an internship while studying—or volunteer to work on a marketing campaign for a not-for-profit organisation. This is a great way to grow your network and get your foot in the door.

3. Apply for an entry-level marketing role as an assistant or coordinator. It can take up to five years to earn the experience you need to become a marketing manager. Along the way, it can help to stay on top of new technologies through short courses. You could upskill even further with a postgraduate degree.

4. Join a relevant industry body to access training and networking events that could lead to job opportunities.

What does a marketing manager do?

The term marketing manager represents a vast umbrella of potential management roles.

Corporate marketing managers often work in brand experience, where they help businesses develop their tone of voice and messaging, in addition to strategic PR plans and marketing spend strategies.

A startup marketing manager needs to be agile and able to learn quickly, because they will drive everything from SEO and SEM to social media, ensuring the brand is seen and found. Other marketing managers act as visual gatekeepers, ensuring the design and identity is up to scratch, while some specialise in fields like content and sales to capture eyes and actions at the right time. What you’ll do depends on your end game.

Duties and tasks

As a marketing manager you will:

• Grow existing revenue streams and acquire new customers through analysis, research and measuring campaign performance against predefined metrics

• Formulate advertising and marketing campaigns via online marketing tactics including social media and email marketing, Pay Per Click (PPC) and Search Engine Optimisation (SEO)

• Formulate advertising and marketing campaigns via offline marketing tactics including print, TV, radio and direct mail

• Coordinate marketing campaigns involving specialised activities such as copywriting, artwork, media scripting, television and film production and media placement, within time and budget constraints

• Use consumer data to predict current and future consumer trends

• Present regular reports to clients and stakeholders

• Develop and measure Key Performance Indicators (KPIs)

• Formulate and implement plans and policies for sales, public relations and marketing in consultation with other managers

• Organise and control sales activities by setting geographical sales areas, product mixes and customer service standards

• Direct distribution policies and merchandising methods by coordinating the work of salespeople

• Direct sales methods by setting prices and credit arrangements

Why choose to become a marketing manager

If you decide to pursue a marketing certification, you have a range of job options to choose from in a variety of sectors. As a marketing manager you will also have the opportunity to:

• Earn over $80,000 per year (according to Payscale in April 2022).

• Work in a role that is always in demand. According to Labour Market Insights, there were 165,000 advertising, public relations and marketing managers in 2021, and this is likely to reach over 172,000 by 2026.

• Have the power to inspire and engage others through valuable content about a product or service and a brand’s vision and values.

• Develop transferable skills applicable to everyday life, including persuasiveness, teamwork and strategic and critical thinking.

Industry bodies

Australian Association of National Advertisers (AANA)

The AANA is the peak national body championing the interests of Australia’s advertisers. They exist to inspire and promote responsible, innovative and respected marketing through a commitment to sustainable industry collaboration.

Australian Direct Marketing Association (ADMA)

The ADMA is Australia’s leading direct marketing association. Its mission is to create an environment for the advancement of responsible, effective and creative multi-channel marketing.

Australian Marketing Institute (AMI)

The AMI is the largest network of marketers in Australia. Join to access professional certifications, networking opportunities, thought leadership and complimentary Professional Indemnity Insurance for marketers that operate their own consultancy business.

Media Federation of Australia (MFA)

The MFA supports organisations that specialise in media services such as media research, strategic planning, media negotiation and placement.

Marketing jobs

Becoming a marketing manager is just one path you can follow with your qualification. You could also explore the following roles:

• Advertising manager

• Content creator

• Direct marketing manager

• Digital marketing manager

• Ecommerce manager

• Events manager

• Market researcher

• Media planner

• Media producer

• Public relations manager

• Strategy manager

• SEO/SEM manager

• Sales manager

• Social media manager

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