What Does a Marketing Manager Do? Duties, Pay & Outlook

What does a marketing manager do?

Marketing managers plan and direct marketing programs, research markets, set budgets and lead campaigns that build brands and generate demand for products and services. The median pay is $166,790 per year (BLS, May 2025), most people train for about 4 years plus 5+ years of experience, and employment is projected to grow +6.9% from 2025–35.

Pay data: BLS OEWS, May 2025 · Outlook: BLS 2025–35 · Checked October 15, 2026

Median pay
$166,790
$80.19/hour · May 2025
Job growth
+6.9%
2025–35, faster than average
Openings per year
34,000
Average, 2025–35
Typical entry education
Bachelor's degree
BLS classification
Time to train
4 years plus 5+ years of experience
Typical program length
U.S. jobs
421,600
Employment, 2025

What marketing managers do

Marketing managers decide how to reach and win customers. They study markets and competitors, define target audiences, plan campaigns across digital, social, events and advertising, manage budgets and agencies, lead marketing teams and measure results such as leads, sales and brand awareness.

Most marketing managers have a bachelor’s degree in marketing, business or communications and several years of experience. Analytics skills are increasingly essential. It is one of the best-paid business careers.

Typical duties

Research markets, customers and competitors
Develop marketing strategies and plans
Plan and launch campaigns
Manage budgets and agencies
Lead marketing staff
Measure campaign performance
Work with sales and product teams

Work environment and schedule

Marketing managers work in offices or remotely, with meetings, computer work and occasional travel to events.

Schedule: Most work full-time, with extra hours around launches and events.

A day in the life

8:30 AMReview campaign dashboards and lead numbers.
9:30 AMLead the marketing team stand-up.
10:30 AMMeet the agency about a product launch campaign.
12:30 PMReview the quarterly budget.

See a full day in the life of a marketing manager →

Marketing Manager salary

Half of marketing managers earned more than $166,790 and half earned less in May 2025. Pay ranged from about $90,260 for the lowest 10% to $293,610 for the top 10%.

$90,26010th$166,790Median$293,61090th

Full marketing manager pay scale and hourly rates →

How to become a marketing manager

Earn a degree
Work as a marketing specialist
Lead campaigns
Earn certifications
Advance

A bachelor’s degree in marketing, business or communications is typical, plus several years of marketing experience. Some managers have MBAs.

Step-by-step guide to becoming a marketing manager →

Skills and tools

Technical skills

Marketing strategy
Digital marketing
Budget management
Analytics
Brand management

People skills

Leadership
Creativity
Communication
Strategic thinking

All marketing manager skills and tools →

Pros and cons

Pros

High pay
Creative and analytical work
Strategic influence
Remote-friendly roles

Cons

Pressure to show results
Fast-changing channels
Budget battles
Deadlines around launches

Certifications and licenses

AMA Professional Certified Marketer (PCM): American Marketing Association credential.
Google Ads and Analytics certifications: Digital advertising and analytics credentials.
HubSpot Inbound Marketing: Inbound marketing certification.
Product Marketing certifications: Courses from the Product Marketing Alliance.

Career path

Marketing Coordinator or Specialist: Execute campaigns.
Marketing Manager: Lead programs.
Marketing Director: Lead teams and strategy.
VP of Marketing or CMO: Lead marketing for a company.

Learn the job before day one

Our Marketing Manager training (12 hours, $109.99) covers the role, 15+ key terms, step-by-step procedures such as build a campaign plan and measure campaign ROI, safety and how to land your first job.

View Marketing Manager training Is this career right for me?

Digital Marketing Specialist

Grow businesses online with search, ads, social media, email and analytics.

$78,760
6 months to 4 years

Sales Manager

Lead sales teams, set goals and drive revenue growth.

$148,270
4 years plus 3–5 years in sales

Public Relations Specialist

Shape and protect the public image of organizations and people.

$74,750
4 years

Advertising Sales Agent

Sell advertising space and campaigns to businesses.

$64,820
1–6 months

Compare: Marketing Manager vs. Digital Marketing Specialist · Marketing Manager vs. Sales Manager · Marketing Manager vs. PR Specialist · Marketing Manager vs. Advertising Sales Agent

Marketing Manager FAQ

Do marketing managers need a degree?

Usually a bachelor’s degree.

What skills matter most?

Strategy, analytics and leadership.

Can marketing managers work remotely?

Many roles are hybrid or remote.

How much does a marketing manager make?

The median annual wage for marketing managers was $166,790 ($80.19 per hour) in May 2025, according to the U.S. Bureau of Labor Statistics. The lowest 10% earned less than $90,260 and the highest 10% earned more than $293,610.

How long does it take to become a marketing manager?

Most people need about 4 years plus 5+ years of experience of training. A bachelor’s degree in marketing, business or communications is typical, plus several years of marketing experience. Some managers have MBAs.

Do you need a degree to be a marketing manager?

Usually. BLS lists a bachelor’s degree as typical, plus years of experience. Many marketing managers rise from specialist roles in digital marketing, communications or sales.

Sources

U.S. Bureau of Labor Statistics, BLS Occupational Employment and Wage Statistics (OEWS), May 2025, SOC 11-2021 (Marketing managers).
U.S. Bureau of Labor Statistics, BLS Employment Projections, Table 1.2 (2025–35).
O*NET OnLine summary for Marketing managers (U.S. Department of Labor).
BLS Occupational Outlook Handbook.

Reviewed by the Career Education Institute Curriculum Team. Pay figures are national estimates; local pay varies. See our editorial policy.

Marketing Manager