What Does A Marketing Manager Do?

WHAT DOES A MARKETING MANAGER DO?

Published: Jun 27, 2025 - The Marketing Manager develops and executes strategic marketing initiatives to enhance brand visibility and drive business growth. This role involves analyzing market trends, managing cross-channel campaigns, and aligning efforts with organizational objectives. The manager ensures effective collaboration across departments to deliver consistent messaging and measurable results.

A Review of Professional Skills and Functions for Marketing Manager

1. Marketing Manager Duties

Lead Generation: Drive and measure qualified leads and leases for existing communities
Source Evaluation: Monitoring and evaluating sources/drivers
Campaign Adjustment: Adjust campaigns accordingly to achieve financial objectives
Brand Development: Manage the brand development process for new communities in respective regions from project kick-off to community launch
Team Leadership: Take a leadership role in the opening of new communities to ensure marketing and brand execution meet/exceed customer experience standards
Budget Management: Develop and execute community marketing budgets, programs, deliverables and tactics
Content Creation: Create and oversee marketing content including collateral, leasing materials, print, advertising, signage, web/video/photo content, digital, electronic and social media, direct mail, and more
Event Coordination: Coordinate and attend special events, community activities, and onsite events
Market Research: Perform market, brand and product research and analysis
Product Development: Monitor external and internal factors for the development of new products and market segments
PR Management: Manage engagement with the communications/public relations department and ensure internal corporate standards alignment
Team Education: Develop and educate onsite teams on customer segments, marketing strategy, unique selling proposition and competitive advantages
Vendor Management: Manage and source strategic partners and vendors, including agencies, consultants, freelancers, etc., including RFPs, contract negotiation, budget management, and workflow
Tech Evaluation: Evaluate new technologies and opportunities to improve the customer experience

2. Marketing Manager Details

Project Management: Create and manage effective timelines, accountabilities, and milestones while setting expectations of management and other project stakeholders, and proactively communicate project status to the team
Budget Planning: Partner and collaborate with the CF Industry Group Heads in the preparation, development, and execution of each Group’s marketing budget and roadmap
Marketing Analysis: Research and analyze current marketing efforts in the larger context of the organization and the market
Strategic Input: Provide meaningful input in the development of product and/or industry marketing and strategic plans
Media Coordination: Partner with the Media Relations team on new hire client communications, social media posts, and announcements in the Press
Cross Collaboration: Coordinate with the Marketing Managers across Industry Groups and Geographies for combined CF marketing projects
Event Planning: Collaborate with the dedicated Events team lead to plan and execute CF-specific and firm-wide conferences, webinars, speaking engagements, and other client events
Timeline Management: Develop effective timelines and lead weekly calls for the conference/event team, and create and distribute pre- and post-event communications
Collateral Management: Manage the production and approval of collateral materials related to an event
Vendor Relations: Effectively manage conference partner relationships with bankers, venues, and vendors
Operational Coordination: Coordinate and manage event-related operational components such as 1x1 meetings, and coordinate with industry bankers to ensure cohesive communication between all senior executives involved
Communication Development: Develop and coordinate the distribution of all internal and external communications associated with CF including new officer hires, deal announcements, and strategic digital direct response campaigns
Message Support: Assist with message creation, working in concert with industry groups and other members of marketing, assisting with copywriting, defining the scope of the effort, response vehicles, and managing production, reporting, and analysis
Content Management: Project manage the process for various types of CF content pieces (e.g., monthly/quarterly newsletters, white papers, and annual recaps of deal case studies)
Brand Promotion: Ensure the maximization of marketing opportunities associated with officer speaking engagements and firm sponsorships through on-site branding, collateral materials, and other means
Web Content Management: Assist in planning, monitoring, and overseeing CF webpages and other interactive efforts in conjunction with other members of Marketing to facilitate the development, update, and maintenance of online content

3. Marketing Manager Responsibilities

Sales Campaigns: Plan and create targeted sales campaigns and digital marketing for client recruitment, measuring and improving engagement levels and sales conversion and effectiveness
Website Management: Managing the website, improving its design, landing pages, UX, SEO, traffic, and content
Content Strategy: Develop and oversee content strategy through social media, blog and newsletter, growing engagement rates and sales effectiveness with a single ‘tone-of-voice’
Marketing Leadership: Provide thought leadership for the marketing strategy of the Company
Data Growth: Use digital strategies to grow target data
Video Editing: Organise the video content and create new edits from events
Brand Development: Develop the brand strategy, guidelines and creative
Analytics Tracking: Track, measure and improve Google Analytics

4. Marketing Manager Job Summary

Financial Support: Support regional financial objectives and business strategies
Sales Assistance: Assist internal and distributor sales teams to help achieve financial goals
Sales Training: Provide sales training on Hygiene and Preservation product/services/capabilities
Customer Support: Provide customer support as needed by account managers
Team Coordination: Coordinate Hygiene and Preservation business activities with the appropriate internal teams
Campaign Management: Initiate and manage marketing campaigns
Innovation Leadership: Provide commercial leadership for innovation projects in markets
Product Opportunities: Identify opportunities for new product ideas
Business Justification: Build a business case to justify project resources
Project Direction: Provide commercial direction for technical and other teams to meet project deliverables
Pipeline Management: Help manage the new product pipeline
Product Launch: Initiate and manage sales campaigns to launch new products and track financial KPIs
Strategy Execution: Continue the development and execution of marketing plans and business strategy
Trend Monitoring: Monitor market trends, customer needs, competitive actions and business needs
Product Strategy: Provide input and direction regarding strategies for product and service offerings, business models and pricing
Comms Development: Assist in the development and execution of marketing communications programs
Collateral Management: Maintain up-to-date sales and marketing collateral
Sales Tools: Provided launch and sales tools for new products
External Comms: Assist with the execution of external communications
Market Research: Identify market informational needs
Insight Development: Execute research and analysis to support business growth initiatives
Value Propositions: Develop market insights to support product value propositions and promotion, sales activities and business strategies

5. Marketing Manager Accountabilities

Campaign Execution: Collaborate with internal and external resources to create/execute strategic multi-channel campaigns (online and offline) that drive quality leads for the sales teams to help the sales teams meet and exceed their sales targets
Performance Analysis: Measure, analyze, report on and optimize the campaigns based on performance
Lead Generation: Ideate, own and optimize digital and traditional marketing campaigns to consistently deliver leads and revenue for the business
Channel Management: Work across all channels to drive leads (partnerships, events, traditional media, digital)
Lead Scoring: Define and manage a process (within Hubspot) for determining the quality of leads to improve overall team effectiveness and sales performance
Project Coordination: Develop project schedules and coordinate follow-ups with both customers and internal technical personnel
Customer Engagement: Coordinate pilots, customer training, data integrations, product demos, and other activities that require internal and external communication
Task Management: Manage and coordinate internal follow-up tasks that are promised to customers
Product Knowledge: Learn and maintain in-depth knowledge of NarrativeWave’s solution, industry trends, and the competitive landscape
Process Improvement: Identify and solve gaps in processes and tools to improve internal productivity around client projects
Marketing Planning: Responsible for developing, implementing and executing marketing plans for the organization and assisting in the management and execution of the marketing budget
Messaging Strategy: Partner with internal and external resources to test the most effective positioning and messaging to drive business outcomes
Persona Projects: Partner with internal and external resources on customer journey, persona and segmentation projects to identify pain points/gaps in conversion and retention
Platform Understanding: Maintain a general understanding of marketing and social media platforms, tools and technologies
Team Collaboration: Coordinate with various teams across the company including product, sales and creative and liaise with outside vendors including media organizations and advertising/marketing agencies
Material Creation: Create marketing and sales materials

6. Marketing Manager Functions

Marketing Strategy: Provide marketing support via established and innovative routes and work with AP and Region HQ staff to develop a marketing strategy that supports recurring Services revenue growth
Brand Awareness: Promote Lenovo products by developing brand awareness for service offerings and ensuring maximum coverage and visibility for service offerings in centrally driven marketing campaigns
Communication Management: Manage the Lenovo Services AP marketing communication including internal sales tools, tactics and promotions, internal sales portal, channel Business Partners communication and portals, external Services web pages and customer newsletter
Material Creation: Manage the creation of marketing material, both Internal and External, to promote the Services portfolio and division
Template Localization: Localize global master templates and manage translations within the approved budget
Content Development: Produce regular newsletters and updates that contribute to the key messages to be conveyed to the Lenovo sales community, Business Partners and Customers (contribution to internal and external newsletters, channel briefing calls, trainings and webinars)
Sales Enablement: Work with Marketing and Sales enablement teams to bring Services offer in centrally driven campaigns and assist in developing and reviewing sales and marketing material
Collateral Delivery: Support the AP Sales Enablement Team in delivering service collateral and regular portfolio updates
Team Collaboration: Involve working with a small team, and a team of business development managers in all major countries across AP geography
Service Promotion: Co-operation with brand product managers and regional executives to promote and generate Services together with hardware products within their regions

7. Marketing Manager Job Description

Strategy Development: Develop and deliver marketing and communications strategies for the organization
Message Alignment: Align all marketing and communication initiatives with the customer’s voice in a consistent manner to support business objectives
Brand Management: Own brand messaging through exceptional creative, by nurturing relationships with media, and by producing remarkable events
Media Engagement: Provide strategic guidance on identifying and engaging with media, analysts, and influencers
Brand Positioning: Continue to shape and build PulsePoint as a world-class brand leading the market and ensure the story is positioned thoughtfully throughout all external channels
Program Optimization: Identify opportunities to experiment to continuously evolve and improve program impact

8. Marketing Manager Overview

Team Collaboration: Work with internal Sales Team members to build and execute internal marketing initiatives that drive referral and engagement for online programs
Initiative Training: Communicate and train on marketing initiatives as they impact the Sales Team or company-wide
Campaign Leadership: Take the lead role for questions on campaign priorities, responsibilities, resources and timing
Content Creation: Create written marketing material for physical and online distribution such as Press Releases, Blogs, etc.
Website Management: Manage and ensure that marketing collateral and content on the company’s public-facing website remain current
Performance Reporting: Provide reporting and analysis on content marketing initiatives, resulting in strategies for optimization and performance improvement
Trend Monitoring: Stay up-to-date on new trends and technologies in the marketing industry so they can be leveraged
Social Media: Utilize social media accounts including Twitter, LinkedIn

9. Marketing Manager Details and Accountabilities

Program Development: Develop scalable marketing programs and campaigns
Customer Marketing: Develop and execute customer marketing strategies and campaigns that support the entire customer lifecycle and drive retention, loyalty, and revenue
Content Production: Successfully produce and support the development of valuable and creative collateral, engaging content, and customer success stories, and implement programs from ideation to execution
Communication Skills: Lead and actively participate in meetings internally and externally, always demonstrating strong and clear communication skills in person and virtually via WebEx and Zoom
Team Coordination: Work closely with cross-functional teams within ACI to coordinate and develop marketing assets, activities, and campaigns
Agency Management: Work closely with external go-to marketing agencies and partners
ROI Analysis: Develop reporting and strategies to track, analyze, and measure campaign ROI and marketing effectiveness
Campaign Execution: Develop and execute digital campaigns
Platform Deployment: Deploy digital marketing campaigns via Salesforce, Marketo, and Gainsight
Channel Support: Support various marketing channels including adoption marketing portal, onboarding, webinars, email, website, and customer events
Budget Tracking: Track expenses and manage budget
Expense Management: Manage marketing expenses in detail to ensure budgets are adhered to
PR Enablement: Enable and support PR programs to promote customers
Asset Development: Work with customers to develop press releases, case studies, testimonials, and assets

10. Marketing Manager Tasks

Team Collaboration: Work with the supervisor, Executive Leadership team, RP3 connections team, and content creators to develop a marketing plan, content, and communications calendar for RP3
Plan Management: Manage the marketing plans and create new initiatives through all channels, including digital channels, social media, events, and earned media
Brand Consistency: Ensure brand messages are consistent throughout marketing materials and are aligned with the business strategy
CRM Execution: Execute the CRM plan and distribute content using software tools such as Hubspot
Campaign Creation: Understand the company, its products, and its customer base to create effective marketing campaigns
Industry Tracking: Follow the industry and track the movement of key clients and other influencers as they move from brand to brand
Project Execution: Plan, manage, and execute business development projects from beginning to end
Meeting Preparation: Assist in developing the agenda, format, and materials for new business meetings
Content Organization: Organize and maintain a central content library of all new business material and general material, i.e., questionnaire responses, basic credential charts, reels, slides, presentation boards, case histories, personal bios, photos, records of specific presentations and prospect files
Meeting Support: Assist with leading new business development meetings
Certification Management: Manage the certifications for marketing purposes

11. Marketing Manager Roles

Content Management: Responsibility for driving compelling content and brand consistency across the Website, Social Media, Sales Collateral, Public Relations, and Events
Sales Support: Support the internal Sales Team
Partner Engagement: Support highly strategic Channel Partners including Microsoft and Microsoft partners
Social Presence: Drive an active social media presence, particularly on LinkedIn
Campaign Execution: Drive awareness through Marketing campaigns leveraging tools like Hubspot
Vendor Management: Manage agency providers, consultants, and contractors including contract negotiation and management
Plan Implementation: Implement marketing plans, including promotional calendars and programs

12. Marketing Manager Additional Details

Cross-Team Collaboration: Collaborate with marketing, product, sales, and business development teams, along with external agency partners, to ensure campaigns are executed on time and on budget
Automation Design: Become an in-house marketing automation expert, designing email blasts, landing pages, and nurturing campaigns that drive conversions
Database Segmentation: Oversee the segmentation of the database to execute targeted efforts while tracking key metrics for continuous improvement
Content Creation: Draft light content pieces, including social media posts and internal communications
Editing Support: Provide editing support for blogs, white papers, and product marketing materials to fuel content marketing and sales enablement activities
Report Generation: Regularly generate reports for the marketing and executive teams
Data Interpretation: Interpret the data to provide recommendations for optimizing efforts
Event Logistics: Oversee the logistics related to event sponsorships and speaking opportunities
Tactic Identification: Identify the best tactics for each event, whether in-person or virtual
Trend Monitoring: Stay up-to-date on the latest marketing and digital marketing trends and best practices
Industry Scanning: Provide regular news scans to help the company keep pace with the latest developments in the industry

13. Marketing Manager Essential Functions

Strategic Planning: Recommendation of Strategic Annual Marketing plan and budget, implementation of all actions, follow-up of actions and expenses and final reports
Campaign Design: Design all marketing plans by brands and categories, including the launch of new brands and products and food education campaigns
Event Promotion: Create and implement promotional campaigns and events (in-store and out-of-store) to increase brand awareness, revenues and customer base loyalty
Visual Merchandising: Manage stores' visual merchandising
Sales Support: Provide to sales team, merchandising tools to refer to to keep as regular the same visual and merchandising in all shops
Store Briefing: Briefing about all actions in the store and working with the store staff for good implementation and follow-up promotions, brief template, guidelines and tools available
Tool Development: Help in designing appropriate marketing tools for each store to reach their target
Service Monitoring: Monitor and improve customer service
Brand Management: Manage all brand image and media initiatives
Material Production: Manage the design and production of all materials for AGM
Launch Communication: Communication plan for the opening
Sales Reporting: Monitor and sales report on all marketing initiatives
Budget Tracking: Follow-up on MKT expenses and budget

14. Marketing Manager Role Purpose

Program Management: Build complex marketing programs and report on the results
Research Strategy: Propose and manage marketing research projects to generate consumer insight
Tactical Planning: Make recommendations on marketing tactics
Data Segmentation: Market through various channels and segment databases, working with a large dataset
Event Attendance: Attend conferences and industry events

15. Marketing Manager General Responsibilities

Strategy Support: Participate in marketing strategy to support sales and business objectives, with a focus on product marketing and demand generation
Campaign Execution: Develop and execute marketing campaigns that are geared toward engaging new accounts
Content Creation: Develop and produce marketing content including blogs, infographics, brochures, webinars, customer case studies etc., in conjunction with the Product Management and Global Creative teams
Design Collaboration: Develop graphic design content across all marketing campaigns and programs in conjunction with the shared services corporate design team
Market Research: Take a lead role in market research for various APAC markets, including market sizing and competitor intelligence
Stakeholder Engagement: Build strong relationships with the Unit4 Sales team, and collaborate with other internal and external stakeholders on campaign activities
Website Management: Manage and update Unit4.com webpages
Digital Oversight: Manage and drive digital agencies to achieve impact on pipeline building through SEO, SEM, Social Selling and other digital campaigns
Performance Tracking: Leverage Salesforce.com, Marketo and other tools to track and report on the success of each campaign and marketing program

16. Marketing Manager Key Accountabilities

Strategy Development: Develop, recommend and implement marketing strategies, plans, programs, and measures to support and grow product sales while improving profitability and competitive position
Leadership Counsel: Set the strategic direction and counsel to executive leadership and across peer groups to support price positioning, advertising, sales channels, segment markets, distribution, training and product roadmap
Program Measurement: Develop, track and revise effectiveness measurements for marketing programs
Customer Analysis: Analyze programs and recommend strategic and annual improvements based on the distributor and dealer voice of the customer
Information Flow: Facilitate and coordinate the efficient and effective cascade of information from product, marketing, sales, training, etc., through the entire channel
Partner Coordination: Coordinate support for marketing plans and programs from key partners, including Executive Leadership, Sales, Product, and Channel Partners
Team Leadership: Lead cross-functional teams on channel programming, promotion and incentive objectives to create market-leading solutions
Business Planning: Plan and guide activities by strategic plans, annual objectives and profit plans to improve market share, sales levels, profit margins, and return on capital employed
Brand Collaboration: Collaborate with Brand Marketing team on content and trade advertising strategies
Sales Partnership: Collaborate with the Sales team on the development of alternate channels
Dealer Engagement: Improve the current dealer development and recruitment experience
Customer Feedback: Maintain strong coordination and voice of customer feedback with channel advisory committees
Competitive Intelligence: Synthesize competitive intelligence and market trends to develop strategies in promotional planning
Needs Discovery: Seek customer input on needs and requirements that lead to new, more competitive products and services
Event Content: Resolve content delivery for key marketing events and lead internal content development aligned with event goals
Event Execution: Lead execution of channel events to maximize attendance and results
Budget Management: Accountable for budget and operational results

17. Marketing Manager Roles and Details

Strategic Planning: Work closely with C-level to define marketing strategy and tactics and marketing calendar for the year
Social Management: Responsible for social media strategy, management, and execution
Content Oversight: Manage the development of marketing materials for all Arloid brand touchpoints (pitch decks, videos, one-pagers, website content, social media content, all materials for events, etc.)
Stakeholder Management: Manage work with outside stakeholders (associations, events, media, etc.) including publishing of any articles
Consumer Research: Propose and manage marketing research projects to generate consumer insights in support of improved marketing strategy and communications
Cross-Functional Collaboration: Partner with other internal stakeholders, and external agencies and vendors on the execution of a marketing strategy
Budget Tracking: Responsible for tracking and monitoring the marketing budget
Supplier Relations: Relationships with external suppliers and industry contacts
Invoice Processing: Overseeing the timely processing of marketing invoicing and payments
Team Supervision: Line management of the marketing executive

18. Marketing Manager Responsibilities and Key Tasks

Marketing Leadership: Plans, directs, and controls all Diabetes marketing activities for the Polish affiliate, including the setting of marketing policies and objectives, market research, sales promotion, advertising, public relations, and development of the marketing budget
Goal Alignment: Establishes marketing goals in alignment with global brand strategies to ensure market share and revenue targets
Strategy Localization: Translates global marketing strategies based on deep local customer and market understanding into impactful promotional activities, measures impact, and adjusts accordingly
Cross-Functional Collaboration: Works successfully across functions to assure internal alignment for brand strategies and activities
Campaign Execution: Develops, gains agreement to, and implements marketing activities to achieve revenue and market share goals
Strategic Contribution: Contributes to the development of the overall brand's strategic marketing and sales goals
Budget Oversight: Controls and monitors the marketing budget, ensuring that expenditures align with targets
Stakeholder Engagement: Maintains a network of key opinion leaders and influencers within professional, academic, and government institutions
Opportunity Identification: Identifies potential business activities, protects the company’s interests, and supports brand marketing objectives
Market Research: Ensures effective market research systems are developed, implemented, and maintained to monitor market needs, competition, sales, and brand equity
Performance Monitoring: Monitors the implementation of marketing plans and executes remedial actions when needed
Sales Enablement: Ensures the sales force is equipped to deliver agreed targets and objectives
Campaign Management: Leads the development and implementation of marketing campaigns to promote products and achieve marketing goals
Team Collaboration: Works as a team player cross-functionally to align and execute marketing objectives
Team Development: Leads the recruitment, training, and development of marketing professionals to ensure team motivation and capability

19. Marketing Manager Duties and Roles

Growth Identification: Identifying growth opportunities and clusters within the region and developing highly resonating campaigns to target audiences, and acquiring new users across an array of tactics and channels
Strategy Execution: Helping drive all strategy, planning and execution of marketing efforts
Campaign Delivery: Deliver high-impact, localised campaigns in collaboration with a variety of local and global teams to drive ongoing adoption and awareness
Campaign Optimization: Plan, execute and optimize marketing campaigns and initiatives in collaboration with external media agencies, creative agencies and internal partners, ensuring all marketing activity feels local, targeted and delivers significant measurable growth
Brand Positioning: Help develop a comprehensive strategy to drive positive brand perception including core positioning and key messages for marketing campaigns
User Research: Deepen understanding of users by partnering on research with insights and user/creator-facing teams
Program Scaling: Partner with cross-functional teams across social, email, web and events to scale marketing programs
Partnership Development: Co-develop partnerships and opportunities to drive user and creator marketing goals
Narrative Building: Partner with comms, policy, and community teams to develop a narrative within the media industry
Campaign Planning: Plan, execute and optimise planned, reactive and ad-hoc campaigns and initiatives in collaboration with media agencies and creative partners (both internal media and creative stakeholders, and external agency partners)
Localization Strategy: Ensuring all marketing activity feels local, personal and delivers measurable user growth and/or retention
Performance Analysis: Produce campaign retrospectives, working closely with the analytics and insights teams to uncover insights to inform future initiatives and help demonstrate the return on investment
Strategy Implementation: Play a pivotal role in the execution of digital and social strategy, briefing internal stakeholders and leveraging global and local best practices
Market Monitoring: Monitor the market to understand both consumer and competitor behaviour including the overall ‘buzz’ and brand sentiment coming from customers and the wider market
Insight Reporting: Sharing feedback with the business leads
Insight Coordination: Partner with the consumer insights team globally to schedule a regular cadence of brand trackers and consumer analysis, disseminating feedback with key stakeholders
Program Alignment: Working closely with Consumer PR/Comms/Social/CRM to ensure a full funnel of programs aligns with the local growth goals
Budget Optimization: Help manage, plan and optimise the local budget with the local Marketing Lead for the region to ensure marketing activities executed are consistently ROI optimized

20. Marketing Manager Roles and Responsibilities

Brand Marketing: Builds brand marketing programs to support brand strategies across marketing channels (email, loyalty, website, social, paid media, content)
Quarterly Planning: Works within the quarterly merch/marketing planning process
Program Integration: Develop, plan, and integrate marketing programs, inclusive of briefing, program kick-off meetings, timeline/task management, content/creative, campaign messaging development, brand partnership coordination, and vendor relationships
Competitive Analysis: Provides regular competitive analysis and category KPI reports, and improves programs based on both
Cross-functional Collaboration: Builds reciprocal partnerships cross-functionally in a highly matrixed organization such as merchandising, creative, brand marketing, channel marketing teams, loyalty, finance and data teams
Process Management: Highly organized and process-driven and adept at working within workflow, calendar, and asset management tools
Strategy Development: Works with the Integrated Marketing Director to develop the overall integrated 360 marketing strategies to drive brand awareness and achieve financial targets
Creative Direction: Partners and guides in-house creative and design teams for the creation of 360 marketing assets and collateral
Performance Measurement: Creates an ongoing measurement process for all initiatives to create a culture of continuous learning and improvement
Opportunity Identification: Partners with merchandising on identifying new opportunities to grow business
Program Execution: Leads the execution of marketing programs from start to finish, driving collaboration among cross-functional partners internally and externally

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