Marketing Managers

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

Also called: BD Director (Business Development Director), BD Manager (Business Development Manager), Brand Manager, Market Development Executive, Market Development Manager, Marketing Communications Manager, Marketing Coordinator, Marketing Director, Product Manager, Product Marketing Manager, Business Developer, Category Manager, Channel Manager, Commercial Director, Digital Marketing Manager, Digital Product Manager, Internet Marketing Manager, Market Analysis Director, Market Research Manager, Marketing Administrator (Marketing Admin), Marketing Executive, Marketing Officer, Marketing Operations Director (Marketing Ops Director), Marketing Product Manager, Marketing Sales Supervisor, Media Marketing Director, Membership Director, Product Development Manager, Product Line Manager (PLM), Product Management Director, Sales Marketing Director, Sustainable Products Marketing Manager

This is a career information profile, not an advertised job opening.

What the worker does

Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
Develop pricing strategies, balancing firm objectives and customer satisfaction.
Initiate market research studies, or analyze their findings.
Compile lists describing product or service offerings.
Consult with product development personnel on product specifications, such as design, color, or packaging.
Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products.

Skills, machines and equipment

Active Listening
Speaking
Reading Comprehension
Critical Thinking
Active Learning
Monitoring
Persuasion
Complex Problem Solving
Judgment and Decision Making
Systems Evaluation
Social Perceptiveness
Coordination

Education and training

Most frequently reported education in the O*NET survey: Bachelor's Degree (80.08% of responses). This is survey context, not a universal hiring requirement. Most of these occupations require a four-year bachelor's degree, but some do not.

O*NET Job Zone 4: Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training. A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified. This is broad occupational preparation context; confirm the requirements for a specific employer or apprenticeship.

Apprenticeships

Ask an employer or registered apprenticeship sponsor about current programs, eligibility, training and pay. A career profile does not confirm that a program is available.

Salary reference

123,020–216,410 USD per year · United States · 2025. Source: BLS OEWS via O*NET · 25th–75th percentiles · SOC 11-2021.

Occupational-group wage references are not guaranteed pay for this specialty or an employer's offer.

Career advancement

Suggested development: build experience in safety leadership, staff development, budgeting, and continuous improvement before seeking responsibility for a larger department or plant.
Possible next steps include broader operations or multi-site leadership; vacancies, qualifications, and advancement are employer-specific, not guaranteed.

How Do I Get This Job?

Review the skills and responsibilities above.
Most frequently reported education in the O*NET survey: Bachelor's Degree (80.08% of responses). This is survey context, not a universal hiring requirement. Most of these occupations require a four-year bachelor's degree, but some do not.
O*NET Job Zone 4: Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training. A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified. This is broad occupational preparation context; confirm the requirements for a specific employer or apprenticeship.
Compare real openings and confirm requirements directly with the employer.

View available jobs — availability is not guaranteed; sample listings are not real openings.

Related career information

Sources and limitations

O*NET® 31.0 Database, U.S. Department of Labor, Employment and Training Administration, under CC BY 4.0. ShopFloor adapted occupational grouping, selected manufacturing-relevant occupations, and retained seven legacy guide titles. Specialties and alternative titles are grouped under O*NET occupations; these occupations can also occur outside manufacturing. Source: https://www.onetcenter.org/database.html. No wage, vacancy, certification, or video data is implied. ShopFloor advancement suggestions are general editorial guidance, not O*NET findings or guaranteed career progression. BLS wage ranges, when available, are national 25th–75th percentiles for the source occupational grouping, across industries; they are not local, apprentice, entry-level, or specialty-specific offers.

Marketing Managers