Businesses work best when all their departments are coordinated together – it’s a group effort, a team deal, and a classic case where the whole is better than the sum of its parts.
Synergy. That’s what matters most. And while a business needs to have all their departments operating at full productivity to achieve their maximum level of output, some may argue that certain departments have a greater level of importance than others.
This is true, at least in some regards. For example, a business may have great financials thanks to a stellar accounting department. Their human resource group may ensure employees have everything they need to succeed. With great consultants, they may be able to plan for the future seamlessly.
But unless customers know what a business has to offer, that business can never succeed. This makes the marketing department extremely important as well. And, going back to the concept of synergy, this concept is just as important in each individual aspect of the business as it is to the business as a whole.
The marketing manager sits as the centerpiece of any marketing department. What does this position entail in terms of responsibility? And the bigger question for anyone considering applying for this position, what is the average marketing manager salary?
Average Marketing Manager Salary, Salary Range, and Extras
When we think about applying for a job, there are a lot of questions that proceed the hiring process. But the biggest inquiry often deals with the financial side of things.
What does the job pay?
For some, that matters more than commute time, work/life balance, and benefits. Or at least, it is just as important as those things.
The average marketing manager salary is impressive, when compared to the average household median salary in the United States of $56,516.
The average salary of a marketing manager is $61,548. There’s a range of $41,003-$97,924. This means that even the salary on the low end of the scale is impressive – and for marketing managers, working at smaller companies that offer these lower salaries are good for gaining experience.
This experience is needed to pursue higher positions, which could see marketing managers earning nearly six figures.
While most managers earn from salaries, there are some who earn hourly wages. In this case, they could earn between $12.01-$34.09 per hour with an average wage of $19.15.
As everyone knows, salaries aren’t the only source of income workers can benefit from in the workplace. There’s also the opportunity for bonuses.
PayScale’s page on the average salary range for this position also says bonus opportunities range from $687-$14,901. There’s also the change to achieve earnings in profit sharing opportunities range from $208-$10,198. And as for commission, when applicable, marketing managers can earn between $829-$20,399.
There’s a lot of factors that can influence a person’s pay, but taking into account the chance for bonuses, commission, and profit sharing, a person could earn between $41,003-$102,532.
For managers who are looking for a position that offers some impressive compensation, being a marketing manager is a great opportunity.
Role of a Marketing Manager
We know that marketing managers can make some good money, but exactly what is expected of them on the job? While pay is important, there’s also the matter of how pay compares to job responsibilities.
Job responsibilities for marketing managers can vary greatly, but the general consensus is that these managers are supposed to oversee the full scale of a company’s marketing operations.
But what exactly do these departments do? Let’s break down a company’s standard marketing department’s duties into three categories, and discuss what responsibilities a marketing manager would have in each area.
Planning: Developing Winning Marketing Strategies
For those who are in the field of marketing, going in with a plan is the key to success.
Marketing managers know this is the first step to a successful marketing department, and it is arguably the most important since it lays the foundation.
Marketing managers may be tasked with gathering statistics, drafting marketing plans, and setting long-term and short-term goals based off the plans. They may also be tasked with analyzing the current market and crafting objectives specifically to take advantage of present opportunities or to deal with present threats.
Marketing strategies must be fully developed and backed by tangible research.
Managers may be tasked with showing this research to higher ups and presenting a clearly defined plan on how their findings can justify the implementation of a given marketing strategy.
Creation: Content Generation in Various Forms
There are a lot of different things that can be used to drive a marketing strategy forward. A company may record commercials, have blogs produced, create social media campaigns, produce print media, or launch new websites.
All these types of content can be used for marketing purposes.
After a strategy is in place, managers may be tasked with either creating the necessary advertisements themselves or overseeing the creation process if they work for a big enough company so they have people under them to handle the creation process.
There is some overlap between the parts of the marketing process.
For example, if a certain aspect of the plan isn’t lending well to content creation, a manager may be tasked with adjusting things quickly to compensate. This requires them to have the ability to make tough decisions with limited time to do so.
Promotion: Maximizing Content’s Reach and Impact
The final major aspect of the standard marketing process is promotion. Managers aren’t just tasked with creating plans and content to go along with them – they’re required to understand the merits of promoting content. It helps businesses get the most from their marketing efforts, keep their channels active, and help people through the buying funnel.
Like content creation, promotion is something managers may be actively involved in or they may be required to oversee. This can involve analyzing metrics on social media pages and tracking post progress, checking ratings on commercials, and even adjusting content to help with promotion on the fly.
As we can see, a lot of the aspects of promotion can tie back in with planning.
This makes the aspects of the marketing process less like a ladder, and more like a cycle – thus showing how the marketing manager’s responsibilities all tie into one another.
Earning a Marketing Manager Position: Is It Worth It?
There’s a lot that goes into determining whether a job is worth it or not.
For some people, they would take a marketing manager job that another person wouldn’t. Even if the pay, benefits, and job responsibilities were all the same, preference comes into play when it comes to job selection.
The only true way we can tell if something is worth it is to compare the typical credentials a person may need to land a marketing manager job, and then comparing it to the average marketing manager salary.
Obviously, a degree in marketing or advertising will be a preliminary requirement for most marketing manager positions. In some cases, a degree in management with a number of marketing courses may be substituted, as could a general business administration degree with focuses in management and/or marketing.
There’s also plenty of marketing tools out there, such as SEMrush, which have their own certifications from free associated online universities – having these certifications certainly won’t hurt, as it shows a person is more studied and has more tools at their disposal.
For the credentials, a person could end up earning a salary higher than the national average in the United States. In this regard, the work would be worth the pay.
Why Marketing Management is So Crucial to Businesses
There’s no way to deny it – you’ll make more money if you can generate more worth for a company. It is simple economics, and it reveals the harsh truth that a degree in underwater basket weaving just won’t put as much bread on the table.
Companies need marketing managers.
Advertising is so crucial because it allows businesses to make sure their offerings can truly be enjoyed by customers. If a customer doesn’t know what a company offers, they can’t take advantage of it.
Marketing managers help pull all aspects of the marketing process together. They oversee the many ends of marketing departments and help fulfill the bigger function of making sure a company’s advertising efforts are on point.
From planning to creation to promotion, there are many responsibilities a marketing manager must take on. But in doing so, they can make a good salary and make a big difference for any business they work for.
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