Marketing Manager

Who is a Marketing Manager?

Marketing covers a vast spectrum of duties within a business, from the promotion of products and services right the way through to analysing data and setting strategy for how a company is going to grow.

“Marketing is the intersection of creativity and business”

A marketing manager is responsible for managing the promotion and positioning of a brand or the products and services that a company sells. Typically marketing managers are employed to attract more customers to buy from the company and to raise brand awareness through the creation of marketing campaigns. They will also analyse the types of customer that a company wants and how to attract them, and they will figure out ways for the company to better serve the customers they already have. They will also ensure that the company sees a good return on any money that is invested in marketing activities.

The duties and responsibilities of a marketing manager can vary greatly, depending on the type of company they work for and what industry they operate in. For example, a marketing manager who works for a large international e-commerce website may take on much more responsibility for content management and data analytics than one who works for local manufacturing or engineering business. However, similarities between roles will always exist.

Sometimes a marketing manager is employed to change the position of a brand or business, and that brings about its own challenges. They will also work hand-in-hand with PR and sometimes will look after both the marketing and PR functions They are a central point in the business, so while they may not set the strategy, it’s up to the marketing manager to bring the strategy to life and to keep everyone in the business aware of what is going on. Even in the smallest company the marketing role works very much in collaboration with the rest of the business and needs to communicate with everyone from the CEO to the security guards.

Marketing managers operate in many sectors and across many domains. And depending on the area in which they specialise, they can be known by job titles/ Common Positions such as:

• Digital marketing manager

• Performance marketing manager

• Product marketing manager

• Content marketing manager

• Sales and marketing manager

• Channel marketing manager

• Trade Marketing Manager

Organizational Chart :

Sample Organizational Chart of a FMCG Company


Every Organization Workflow Chart is different depending upon the size of the Department, Line of Authority, Management, Roles and Responsibilities, Span of Control, Product Line, etc.

Objectives of this Role:

• Establish positioning, identify target audiences, and develop marketing plans with specific objectives across different channels and segments

• Lead the execution of marketing programs from start to finish, leveraging internal support and driving collaboration

• Analyse customer insights, consumer trends, market analysis, and marketing best practices to build successful strategies

• Create, maintain, and conduct analytics reporting across multiple platforms and extract key insights for future campaign development and go-to-market strategies, complete with formal proposals and recommendations on tactics

• Partner with email, performance marketing and web teams to design, test and evolve lead nurturing tactics.

Daily and Monthly Responsibilites:

• Working in partnership with the creative team, develop creative briefs and guide creative direction to meet objectives for all advertising and public-­facing communications, including print, digital, and video assets

• Conceptualize and execute on multi-channel campaigns across the prospect and customer lifecycle, ensuring the alignment of communications and messaging across all channels

• Manage content and updates for customer and internal touch points, establishing budget guidelines, participating in events, documenting business processes, and providing additional sales support

• Gather customer and market insights to inform outreach strategies, increase customer conversions, and generate more qualified leads

• Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, and return-on-investment and profit-loss projections.

• Identify effectiveness and impact of current marketing initiatives with tracking and analysis, and optimize accordingly

• Negotiate contracts with vendors and distributors to manage product distribution, establishing distribution networks and developing distribution strategies.

• Present ideas and final deliverables to internal and external teams, and communicate with senior leaders about marketing programs, strategies, and budgets

Skills and Qualifications:

• Master’s degree in marketing, business, or related field from a Reputed B-School

• Excellent written and verbal communication skills

• Proven experience developing marketing plans and campaigns

• Strong project management, multitasking, and decision-making skills

• Own the complete (Project Management) product development lifecycle from ideation to prototype by

• Ensuring alignment and timely delivery by all functions (Content, Design, Supply Chain, Sales)

• Metrics-driven marketing mind with eye for creativity

• Experience with marketing automation and CRM tools

Preferred Qualifications:

• Master’s Executive degree/Diploma a plus

• Proficiency with online marketing and social media strategy

• Proven experience designing interactive applications and networking platforms

• Willingness and ability to travel

• Established press and media contacts

Screening Questions/ Assesment Parameters:

• Types of Product Marketed

• New product development and Campaigns 

• Brand management, Product launch, advertising, marketing collateral and events

• Team size and structure handled

• Experience in specific industry for example: FMCG, FMCD, etc.

• Marketing strategy involved 

Basic Terminologies/ Industry Jargons:

Digital marketing: Digital marketing is any form of communication aiming to persuade a person to purchase a product or service that occurs through some form of digital device.

Brand positioning: Brand positioning is the way the marketer differentiate themself from their competitors and how consumers identify and connect with their brand. It’s comprised of the key qualities and values that are synonymous with their company.

Brand awareness: Brand awareness is the extent to which people are able to recall and recognize the brand. It has two components: brand recall, which is a measure of how well a brand name is connected to a product class and brand recognition, which is when a consumer recognizes a brand by its attributes .

Contextual marketing: Contextual marketing is a strategy that’s guided by the behaviours and conditions surrounding their marketing efforts so all content is relevant to the person receiving it.

Top of the funnel (ToFu): Even though the flywheel has arrived, the funnel still represents how one turn prospects into customers. The top of the funnel refers to the first stages of the buying process. During this stage, buyers are becoming aware that they have an issue and are looking for more information. Whether it’s subscribing to a blog or watching a video, they want to have helpful content that prompts visitors to take the desired next steps

Go-to-market (GTM) strategy: A go-to-market (GTM) strategy is a plan specifying how the marketer will present his /her product’s unique value proposition so they can reach the customers and achieve a competitive advantage. The purpose of a GTM strategy is to provide a roadmap for launching a product in a way that will achieve product-market fit — the end goal of the launch.

Product marketing: Product marketing is the process of bringing a specific product to market and ensuring that that product is successful. As a product marketer, the marketer job entails guiding a product’s internal strategy. It is his/her duty to enable all of the marketing activities surrounding the product within the organization.

ATL Campaigns: “ATL” stands for “Above the Line”, meaning that the advertising is going to be deployed around a wider target audience, e.g. television, radio, or billboards. ATL is most applicable when a product is directed for a broader spectrum of consumers. 

BTL Campaigns: “BTL”, or “Below the Line”, suggests that the advertising is going to target a specific group of potential consumers. BTL advertising agencies will be hired to help companies to develop ads and promotion strategies directed to certain groups of people, using tools like direct emailing, or direct product demonstrations for a specific group of people.

Key Skills:

Marketing Manager, Marketing Operations, Business Development, Key Account Management, Event Management, Product Development, Product Pricing, Market Research, Brand Management, Marketing, P&L Accountability, Product Pricing

Benchmark Profile:







Certification Associated:

The marketing sector is a highly penetrated industry, filled with talented marketing professionals seeking jobs that will allow them to sufficiently demonstrate their expertise. That’s why taking advantage of available marketing certifications can be used to sharpen skill set and make someone a leading candidate for the right job fitment.

1. Hootsuite Social Marketing Certification

2. Google Ads Certification

3. Digital Garage: Fundamentals of Digital Marketing Certification

4. HubSpot Content Marketing Certification

5. Facebook BluePrint Certification

6. Google Analytics IQ Certification

7. HubSpot Inbound Marketing Certification

8. Bing Ads Accredited Professional (BAAP) Certification

9. YouTube Certification

10. Stanford University’s Machine Learning Certification

11. Deep Learning Specialization Certification: Coursera


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