what is a marketing manager?

As a marketing manager, you promote a brand, service or product. You ensure the company communicates the right message to retain and attract prospective customers. A marketing generalist who intends to oversee and plan various activities is suitable for the role. Your job will be to launch marketing activities like social media campaigns, events and email marketing.

Marketing managers lead marketing teams to ensure their efforts are fruitful. Your job is to estimate the market demand for your employer's products or services, and you develop creative strategies for driving customer interest through multiple channels. Most companies develop a marketing process to ensure the strategies align with the company policies.

As a marketing manager, you work in various industries, from information technology (IT) to mining and resources. If you are interested in the financial industry, you could supervise financial services sales agents and insurance agents. Alternatively, you could work for retail businesses or manufacturing companies and focus on finding big clients for bulk purchases.

With the dynamic marketing industry, most employers prefer marketing managers with expertise in digital marketing techniques. You don't need specialised qualifications or expertise in the business sector, but it is crucial to keep up with the competition by adapting to the ever-changing needs of consumers.

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average marketing manager salary

The average salary of marketing managers in Australia is $110,000 per year. The salary range for the role fluctuates from $100,000 to $120,000 annually. Assistant managers usually start at $100,000 yearly due to minimal experience. However, in senior-level positions, your annual remuneration package exceeds $120,000 due to your experience and qualifications.

how to increase your salary as a marketing manager

The remuneration package of marketing managers depends on various factors. Besides educational qualifications and experience, your location and company's size influence your salary. Working in large companies improves your earning potential due to the large number of available resources. Large companies also have complex marketing requirements and need additional expertise. Different industries also pay marketing managers varying wages depending on their marketing needs. For instance, businesses in the retail and manufacturing sectors require more marketing services compared to government organisations or mining companies that produce raw materials.

Working in metro areas improves your remuneration prospects. The high demand for marketing managers and numerous companies in metro areas boosts your earnings. Smaller cities have a lower demand for marketing managers, reducing the earning prospects in the role.

Want to know what you will earn as a marketing manager? Check out what you are worth with our salary checker.


types of marketing managers

Marketing managers specialise in various marketing aspects. You can become a brand marketing manager or digital marketing manager. As a brand marketing manager, you build a company's brand awareness. You find marketing strategies that positively market your company, highlighting the benefits of choosing the brand over its competitors.

As a content marketing manager, you supervise the creation and publication of content. Your job is to drive traffic to the organisation's website and provide value to customers with useful content. Digital marketing managers create and implement marketing campaigns for online channels. They improve social media advertising and search engine rankings to enhance visibility and grow the company's online presence.

Focused man and woman working on their laptop and sitting at a table in a garden.
Focused man and woman working on their laptop and sitting at a table in a garden.

working as a marketing manager

The role of a marketing manager is to promote company products and build a positive public image. If you are interested in the role, check out the specific duties, responsibilities and work schedule of marketing managers.


education and skills

To become a marketing manager, you require tertiary qualifications. Any qualification in marketing prepares you for the role. Pursue a degree in marketing, psychology or communication. If you don’t qualify for a degree course, start with a Certificate IV in marketing and communication or a diploma in marketing and communication.

You should secure an internship program to gain relevant industry experience. Since marketing managers need at least five years of experience, you can start in junior marketing roles to gain the necessary skills. Certifications from the Australian Marketing Institute also improve your employability. Some industry-recognised certifications include Certified Practising Marketer (CPM) and various micro-credentials in partnership with VETASSESS.

marketing manager skills and competencies

Marketing managers require the following skills:

  • analytical skills: as a marketing manager, you rely on data and metrics from market research to make decisions. Analytical skills help you sort and analyse data for evaluating the success of various campaign activities.
  • creativity: as a marketing manager, you need a fresh supply of marketing ideas to improve the performance of marketing campaigns. Creativity helps you create compelling content and build a robust marketing strategy.
  • project management skills: as a marketing manager, you follow the marketing process, which requires project management skills. When you have project management skills, you can set goals, plan, track progress and manage teams.
  • technical skills: as a marketing manager, you need technical skills in email marketing, search engine optimisation (SEO) and presentation software to complete tasks efficiently.

FAQs about working as a marketing manager

Here, you will find the answers to the most frequently asked questions about the profession of a marketing manager.

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