WHAT DOES A CONSUMER MARKETING MANAGER DO?

Reviewed by Lam Nguyen under Editorial Standards

Published: Mar 25, 2026. The Consumer Marketing Manager drives end-to-end consumer engagement, campaign execution, and omnichannel growth through data-driven insights, media planning, and cross-functional collaboration. This role builds and executes integrated marketing strategies, optimizes performance and ROI, and manages stakeholders, budgets, and projects across global and local markets. The manager also leads teams, develops partnerships, and leverages content, digital tools, and community engagement to strengthen brand presence and accelerate business impact.

A Review of Professional Skills and Functions for Consumer Marketing Manager

1. Engineering Manager Duties

  • Team Leadership: Lead a cross-functional team, demonstrating a commitment to values-based leadership and a clear dedication to Agility, Consumer, and Accountability
  • Stakeholder Collaboration: Continuously work in close collaboration with multiple internal and external partners, including agencies, and demonstrate an unwavering commitment to shared goals and objectives.
  • Action Orientation: Exhibit a bias toward action, fueled by collaboration in a cross-functional environment. Be comfortable working with little direction and able to gain clarity despite periods of ambiguity.
  • Marketing Execution: Lead the team to develop, implement, and analyze the effectiveness of Consumer and Practice Marketing collateral and resources, ensuring support for field sales and managers.
  • Media Strategy: Lead the media strategy and planning using an omnichannel marketing approach.
  • Content Innovation: Use strategic insights to develop innovative marketing content designed to engage and inspire consumers to take action.
  • Testing Optimization: Identify opportunities to leverage and lead continuous A/B testing and predictive marketing techniques to drive consumer conversion.
  • Performance Reporting: Develop and lead the delivery of KPIs, reporting results to leadership and providing field insights to improve overall efficiency and effectiveness of marketing programs, processes, and resources.
  • Program Management: Leverage all resources and successfully manage the delivery and analysis of marketing programs and projects.
  • Industry Awareness: Stay active and engaged with key dental care industry and marketing communities, ensuring awareness of trends and changes that may impact the business or customers.
  • Project Prioritization: Lead multiple projects simultaneously, prioritize tasks based on organizational needs and judgment, and work independently in remote situations while maintaining focus on customer experience, delivery, and brand strength.

2. Engineering Manager Details

  • Campaign Strategy: Lead and drive consumer campaign strategy and toolbox development together with global Marketing based on strong local consumer insights.
  • Content Marketing: Develop and execute a content marketing strategy with strong medical and category knowledge, leveraging KOL, association, and vertical media resources to strengthen end-user education and engagement in the community.
  • Digital Marketing: Execute targeted online direct marketing toward end users, such as WeChat, DSP, and EC, to grow patient share and recruit new community patients to Coloplast.
  • Marketing Execution: Develop and implement online marketing activity rollout plans and product communication.
  • Portfolio Management: Optimize consumer portfolio management and launch plans.
  • Performance Optimization: Ensure high marketing effectiveness and ROI on campaigns by leveraging the expertise of the Business Insights team.
  • Community Management: Manage local end-user communities, networks, and social media where applicable.
  • Internal Alignment: Establish and manage effective internal communication across sales, marketing, RA, GA, and commercial teams to ensure a coherent approach to consumers.
  • Framework Development: Build a consumer marketing framework, governance, and expertise in designing and delivering consumer marketing campaigns.
  • Knowledge Transfer: Leverage the marketing team's expertise and transfer relevant activities, skill sets, and knowledge into consumer marketing campaigns.
  • Budget Control: Approve spending and administration in accordance with company policies.

3. Engineering Manager Responsibilities

  • Values Leadership: Regularly role model BOA values to the team and others.
  • Athlete Management: Manage BOA athletes and influencers by building a strong network, understanding the sports marketing landscape, and staying aware of emerging trends in snowboarding, trail running, and cycling.
  • Relationship Development: Work with the marketing leadership team and athlete managers to identify, develop, and nurture athlete relationships.
  • Contract Management: Work with the Director of IP and Legal to create and execute athlete contracts, ensuring alignment with BOA brand goals and key segments.
  • Strategic Integration: Collaborate with Marketing and Performance Fit Lab teams to define athlete integration strategies, develop creative briefs, and prepare presentations for monthly meetings.
  • Media Relations: Manage regional media, both earned and paid, by developing media relations strategies and securing high-level placements across print, online, and broadcast channels.
  • Media Planning: Develop an annual calendar for earned and paid media aligned with key product launches and storytelling priorities.
  • Agency Management: Manage external PR agencies supporting product launches, media materials, product seeding, and related activities.
  • Media Partnerships: Own and maintain relationships with North American endemic media within key segments.
  • Event Strategy: Influence and contribute to the annual consumer event strategy using insights from local sports scenes to shape new event concepts.
  • Event Execution: Lead project management and execution of events in collaboration with Trade Marketing, Commercial Team, and Global Marketing.
  • Budget Management: Manage regional consumer marketing budgets, including monthly forecasting and reconciliation.
  • Cross-Team Collaboration: Build partnerships across the global marketing team and support initiatives that advance regional marketing strategy.

4. Engineering Manager Accountabilities

  • Strategy Adaptation: Derive and adapt global and regional marketing strategies to maximize local relevance.
  • Consumer Profiling: Define target consumer profiles by adapting global and regional guidelines to local opportunities.
  • Insight Translation: Translate local consumer insights into marketing and selling opportunities in partnership with the DCM team.
  • Best Practice: Collect and understand best practices from regional, commercial, and DCM teams.
  • Market Analysis: Define marketing strategy with the DCM team based on analysis of competitive landscape and trends across markets, customers, products, prices, and channels to identify growth and profit opportunities.
  • CRM Strategy: Define CRM strategy in partnership with the CRM team.
  • Calendar Management: Define and own the consumer calendar, including launches, key online shopping moments, and retailer activities across all channels, in collaboration with Product Marketing, Trade, Online, and Commercial teams.
  • Media Planning: Consolidate inputs from paid, owned, and earned media, validate the A and P mix for the upcoming year, and collaborate with the DCM team on full-year media budget allocation.
  • Financial Contribution: Contribute to building brand profit and loss based on inputs from energy centers and share with DCM, commercial, and retail leads.
  • Content Localization: Obtain assets and content from EMEA and localize them using expertise and feedback from energy centers.
  • Channel Orchestration: Lead and orchestrate paid, owned, and earned activities by providing clear guidelines and objectives and ensuring smooth information flow.

5. Engineering Manager Functions

  • Virtual Selling: Define and drive virtual selling activities in collaboration with stakeholders, including online, owned media, commercial teams, and live chat support.
  • Performance Analysis: Compile campaign performance results from agencies and online tools, and share insights and learnings with stakeholders.
  • Information Sharing: Proactively develop and share all relevant BM and PM information regarding calendar changes impacting DP and forecasts, including marketing campaigns and consumer activities.
  • Local Activation: Define local activations using inputs from brand teams for store openings, special events, and other initiatives.
  • MarTech Adoption: Ensure adoption and execution of MarTech and Dentsu tools across teams.
  • Capability Building: Promote owned and earned media expertise and contribute to capability development within the affiliate in partnership with the Earned Owned Media Manager.
  • Commercial Presentation: Support presenting brand commercial plans to Energy Center leads and key corporate stakeholders, including new product launches and promotions.
  • ROI Optimization: Gather A and P ROI analyses and improve marketing effectiveness through a test and learn approach.
  • Financial Planning: Contribute to LRP development, particularly A and P lines, to maximize efficient consumer-facing spend and ensure optimal return on advertising spend.

Job Role FAQs

What is a job role?

A job role refers to the duties, responsibilities, and expectations associated with a specific position within an organization. It explains what tasks an employee performs, how they contribute to team objectives, and how their work supports the company’s overall goals.

What are the typical responsibilities of a job role?

Typical job role responsibilities include completing daily tasks, collaborating with team members, making decisions, and meeting performance targets. For example, a software developer may write code, fix bugs, review pull requests, and collaborate with product teams.

What is the difference between a job role and a job title?

A job title is the official name of a position, such as Marketing Manager or Software Engineer. A job role describes the actual duties, responsibilities, and expectations associated with that position.

Why are clearly defined job roles important?

Clearly defined job roles help organizations improve productivity, reduce workplace confusion, and ensure accountability. When employees understand their responsibilities and expectations, teams can collaborate more effectively.

How do job roles support career development?

Understanding different job roles helps professionals identify career paths and the skills required for advancement. By learning the expectations of various roles, individuals can build relevant skills and plan long-term career growth.

Editorial Process

Lamwork content is developed through structured review of publicly available job postings and documented hiring trends.

Editorial operations are managed by Thanh Huyen, Managing Editor, with research direction and final oversight by Lam Nguyen, Founder & Editorial Lead. Content is periodically reviewed to reflect observable labor market changes.