Marketing Manager: The Importance of Having One in Your Company!

Marketers on duty already know how broad the field is and how much time, attention, and hands-on work it requires.

Therefore, having a focal point to oversee strategy, track results, and manage the team is essential. That’s the role of the marketing manager.

Keep reading this article to understand the responsibilities of this position, its importance, required skills, and much more.

Let’s go!

What is Marketing Management?

Marketing management is nothing more than organizing and managing campaigns to strengthen a company’s branding and recognition, as well as generating greater demand and interest in its products and services.

Some key responsibilities of this area include:

• Planning, managing, and evaluating marketing campaigns;
• Leading social media engagement strategies;
• Managing the budget for marketing initiatives;
• Collaborating with advertising and creative departments;
• Reviewing advertising materials for print and digital media;
• Drafting contracts;
• Conducting market research to uncover new opportunities;
• Managing the marketing team, agencies, and external partners;
• Analyzing market trends and researching competitors.
  

Why Is a Marketing Manager Important for Companies?

Beyond having a crucial role in creating and planning campaigns and strategies, the marketing manager is also responsible for team coordination.

In other words, the marketing manager impacts employee productivity, brand authority, increased results (like lead generation and sales), tracks target audience behavior, and plays a key role in the development of new products and services.

Who Can Become a Marketing Manager?

To become a marketing manager, you need to master the 4Ps of marketing: product, price, place, and promotion.

In other words, deep knowledge of the product or service, its price positioning versus competitors, and the physical and digital spaces where the brand will be present.

Remember, you’ll be managing the marketing team, analyzing results, designing new strategies, and overseeing processes.

To put all that into practice, you’ll need a few specific skills, which we outline below.

Essential Skills for a Marketing Manager

Here are six essential skills to take on the role of marketing manager:

Curiosity

One of the top traits of a marketing manager is curiosity—because it fuels the generation of new ideas that directly influence marketing strategies. It also helps you stand out in the market.

Leadership

Since the marketing manager coordinates a team, leadership is fundamental. Clear, healthy communication and encouragement of teamwork are key.

Proficiency in Various Technologies

Technology is a marketing ally, so a manager must be tech-savvy and always stay updated.

Fluency in Other Languages

Marketing is full of foreign terms, so understanding other languages helps actions flow more smoothly. Plus, it’s a huge advantage for networking at events, conferences, and lectures.

Analytical Vision

A marketing manager must understand the big picture—including finance, product, customer experience, communication, and internal operations.

Ability to Manage Results

You can only know where your company is headed and what to do next by tracking your results. This is a core function of the marketing manager.

Main Functions of a Marketing Manager

Now that you know the essential skills, let’s look at what a marketing manager actually does:

1. Define Market Positioning

How will your company stand out? What will make clients choose you over competitors?

The marketing manager defines this positioning, which is essentially the connection between your company’s unique value and your target audience.

2. Conduct Research and Analyze Market & Customer Data

Before launching campaigns, the marketing manager gathers and analyzes data—satisfaction surveys, feedback, comments, and questions from the target market.

3. Plan Marketing Actions

The manager plans structured actions that drive business growth, defines goals and strategies, and builds the marketing roadmap.

4. Define the Marketing Mix

The 4Ps—price, product, place, and promotion—are defined in collaboration with the manager using a strategic business perspective.

5. Break Down the Sales Plan

Marketing managers also help shape the sales strategy, including:

• Promotions
• Sales tactics
• Offers
• Sales pitch
• Best-selling and low-selling products
• Seasonality
• Sales goals

🔗 Also read: Sales Meeting – How to Build an Efficient Meeting Agenda

6. Track Results and Adjust Actions

That results management skill we mentioned? It’s vital here. By tracking metrics, the manager can assess performance and determine what adjustments are needed to meet objectives.

🔗 Also read: Traffic Manager – Learn the Key Points to Succeed in This Career

7. Integrate Marketing and Sales

Marketing and sales must work together—the customer goes through promotional actions before purchasing. The marketing manager ensures alignment between the two teams.

🔗 Learn more: Marketing and Sales – How to Unite Strategies and Hit Your Goals

How Much Does a Marketing Manager Earn?

According to Glassdoor, the average salary for a marketing manager in Brazil is R$5,000/month, not including bonuses, commissions, or profit-sharing, which are common in this role.

This amount may vary greatly depending on location, specialization, and experience. Salaries on Glassdoor range from R$2,444 to R$35,254.

What Are the Benefits of Having a Marketing Manager in Your Company?

Still not convinced about the value of a marketing manager? Here are four major benefits:

Trend Tracking

Want your company to stay updated with market trends? 

The marketing manager is often the one who brings the updates.

Team Motivation

It’s important to have someone your marketing team can turn to, who can motivate and support them to maintain a healthy, productive environment.

Customer Analysis

The manager is the one who will best understand your audience. They help define the ideal customer profile and build buyer personas.

🔗 Also read: ICP, Persona, and Target Audience – Don’t Confuse These 3 Concepts

Development of Effective Strategies

There’s no better way to grow a business than through effective strategies—developed by the marketing manager using their broad business vision and analytical mindset.

How to Get the Best Marketing Strategies for Your Business?

Now that you know the importance of a marketing manager, don’t stop there.

Keep investing in new technologies, tools, and types of marketing that can boost your results.

Speaking of new strategies—have you heard of conversational marketing?

This strategy allows real-time, personalized conversations with your visitors, helping guide them through their buying journey.

You can start testing it right now with Leadster’s Free Demo of the Conversational Marketing Chatbot!