The Primary Roles of a Marketing Manager

In a world defined by increasing commercial competition, the role of a marketing manager has never been more important. In fact, such a responsibility is considered to be one of the key metrics in determining the success or failure of a current sales campaign. To be certain, the tools needed to effectively perform this task have steadily evolved over the years. To appreciate the multifaceted approach that a marketing manager must take, let us look at some of his or her primary responsibilities.


One of the most important variables involved with any successful sales campaign is determining the correct target audience. This is no easy task and a marketing manager must clearly define where the product or service is intended to be publicised. Thereafter, this information will be passed on to an executive assistant or operations manager for execution.

Pipeline Management

Although many may believe that the job of a chief financial officer revolves around the analysis of return on investment (ROI), a marketing manager is also a critical contributing factor to this component. It is only through the successful implementation of a marketing campaign that such success will be found.

Social Media

Due to the fact that the virtual marketplace has grown in leaps and bounds in recent years, social media platforms have become increasingly important to a company’s success. Although a chief operating officer may be the “face associated with the brand”, the marketing manager is the proverbial “wizard behind the curtain”. Websites must be kept up-to-date, media platforms should readily speak to the client and interactive posts need to reflect the interaction between the business and all clientele.

Client Engagement

Proper feedback is essential in a robust and efficient marketing campaign. The astute marketing manager must actively engage with new and existing customers. The opinions gained can prove invaluable in regards to market sentiment and product satisfaction. Thus, any necessary changes can be made on-the-fly and in real time.

So, four critical areas that a marketing manager must address are:

  • Demographics.
  • Pipeline management.
  • Social Media.
  • Client engagement.

It is for these reasons that the job of a marketing manager is considered to be one of the most challenging in the entire business industry. As the marketplace continues to evolve at a breakneck pace, the central role of these managers is only expected to become more relevant in the years to come.

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