Advertising and Marketing Manager
An Advertising and Marketing Manager plays a crucial role in the marketing and advertising sectors, serving as the primary liaison between clients and agencies. They coordinate various advertising campaigns across print, television, radio, and digital platforms, ensuring that projects are executed efficiently and meet client expectations. This position requires strong organizational, communication, and collaborative skills, as managers work closely with creative teams and other specialists while adhering to strict budgets and deadlines.
Typically employed in office settings, these professionals may also travel to meet clients and often work in high-pressure environments. Education paths usually involve a bachelor's degree in communications, advertising, marketing, or business administration, with practical experience being highly valued. The role attracts those interested in project management and fast-paced teamwork, as managers must adeptly handle multiple tasks and adapt to changing client needs. The advertising industry can be competitive, with job security influenced by economic factors and client relationships.
Advertising and Marketing Manager
Snapshot
Career Cluster(s): Business, Management & Administration, Hospitality & Tourism, Human Services, Marketing, Sales & Service
Interests: Advertising and marketing, mass media and communications, project management, writing, journalism
Earnings (Yearly Median): $138,730 per year $66.70 per hour
Employment & Outlook: 6% (As fast as average)
Entry-Level Education Bachelor's degree
Related Work ExperienceAdvertising, marketing, promotions, and sales
On-the-job-Training None
Overview
Sphere of Work. Advertising and marketing managers work as employees of marketing and advertising agencies within the communication, information, and business sectors. They serve as the main link or point of contact between clients and the agency, and help to manage the interests of clients within the agency. Advertising and marketing managers coordinate print, television, radio, and digital advertising campaigns and projects; in some cases, they may also be responsible for sales and developing new business opportunities.
While advertising and marketing managers contribute to campaign development, they are not technically part of an agency’s creative team. Their role is to ensure that campaigns are priced, administered, and executed smoothly and efficiently, and with the client’s interests in mind. They ensure that action items and campaign milestones are delivered on time and within budget. Aside from working closely with clients, they coordinate the work activities of personnel such as copywriters, graphic designers, production assistants, art directors, public relations personnel, and market researchers, as well as other project management responsibilities. Advertising and marketing managers are generally supervised by an agency director or client services supervisor.
Work Environment. Advertising and marketing managers work in an office environment within small to large advertising or marketing agencies. Air and car travel may be occasionally required to meet with clients. Evening and weekend work is also often required. Advertising and marketing managers frequently work under pressure and adhere to strict budgets and tight deadlines.
Occupation Interest. Graduates and professionals with a strong interest in advertising and marketing, mass media and communications, and project management are often attracted to the advertising industry. In particular, the role suits people who have an interest in coordinating multiple activities in a fast-paced environment and who are comfortable working closely with others.
Aside from excellent collaborative, communication, and organizational skills, advertising and marketing managers must also possess strong research and analytical skills and high business acumen. They may be expected to formulate and execute budgets, monitor expenses, and assist with financial reporting. In some instances, they will be expected to make sales calls or develop and present new business proposals.
Successful advertising and marketing managers must be able to speak and write fluently, work with a diverse range of people, adapt to new industries, clients, products and services, and deliver consistent results under pressure. The role also requires considerable tact and diplomacy.
A Day in the Life—Duties and Responsibilities. The typical work day of an advertising and marketing manager includes frequent meetings with staff, clients, and supervisors (generally top-level management or agency owners). The campaign deliverables, which advertising and marketing managers coordinate, are usually subject to tight time frames and strict deadlines. Therefore, on a daily basis, the role demands excellent organizational and time management skills. Advertising and marketing managers must be adept at multi-tasking, adapting to change, and problem solving.
Advertising and marketing managers generally gain a high level of exposure to different clients, industries, products, and services (although some may specialize in specific industries). The role demands high business (and possibly sales) acumen and the ability to analyze new information quickly and effectively. An advertising and marketing manager is expected to thoroughly research and understand the clients they work with, as well as their client’s competitors, and the competitors’ competing products and campaigns. This includes developing a deep understanding of the client’s industry, customer base, methods and processes, challenges and opportunities, and target markets.
Advertising and marketing managers are expected to have competent computing skills to help them prepare campaign-related and organizational materials, such as financial and marketing reports, client and budget proposals (or “pitches” to acquire new business), and other work-related documents. They may also be expected to develop and manage spreadsheets and databases for project management and accounting purposes.
Work Environment
Immediate Physical Environment. Office settings predominate. Advertising and marketing managers work for small to large advertising and marketing firms, usually in urban or semi-urban locations. Some travel may be required.
Job security is sometimes tenuous in the advertising industry. Economic or sector downturns, the loss of client accounts, or reduced client spending can lead to layoffs. This tends to create an atmosphere of intense competition.
Human Environment. Advertising and marketing manager roles demand strong collaborative and team skills. Advertising and marketing managers interact with advertising, business, and creative specialists, such as brand and product managers, marketing managers, brand strategists, public relations specialists, graphic designers, art directors, multimedia technicians, copywriters, production assistants, and editors. They are likely to work with multiple client contacts, as well as contract or freelance service providers. They usually report to an agency director or owner, or a client services supervisor.
Technological Environment. Advertising and marketing managers use standard business technologies, including telecommunication tools and social media, presentation tools and software, and financial and database software.
Education, Training, and Advancement
High School/Secondary. High school students can best prepare for a career as an advertising and marketing manager by taking courses in business, math (with an accounting focus), computer literacy, and communications (for example, journalism or business communications). Courses such as social studies, history, and anthropology will also prepare the student for synthesizing research into written materials. The creative aspects of the advertising industry may be explored through art and graphic design. However, it is important to note that advertising and marketing managers work in an administrative, rather than a creative, capacity. In addition, psychology and cultural studies may provide an understanding of group and individual responses to advertising and other forms of communication.
Students should also become involved in extracurricular school activities and projects that develop business and communication skills to gain hands-on experience prior to graduation. Additionally, serving as a club secretary, treasurer, or other office holder will help to develop organizational skills. Participation in student magazines and newsletters will help to build an understanding of print and multimedia communications.
Postsecondary. At the postsecondary level, students interested in or focused on becoming an advertising and marketing manager should work towards earning an undergraduate degree in communications, advertising, marketing, or business administration, or build a strong liberal arts background. Due to strong competition among candidates, a master’s degree is sometimes advantageous, although practical experience is sometimes more highly regarded than formal qualifications.
A large number of colleges and universities offer advertising, marketing, communications, and business degree programs. Some programs offer internships or work experience with advertising agencies. These experiences may lead to entry-level opportunities. Aspiring advertising and marketing managers can also gain entry into the advertising industry via other roles, such as market research, administration, or sales.
Related Occupations
− Electronic Commerce Specialist
Bibliography
"Advertising, Promotions, and Marketing Managers." Occupational Outlook Handbook. U.S. Bureau of Labor Statistics, US Dept. of Labor, 6 Sept. 2023, www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm. Accessed 8 Sept. 2023