How to Become a Marketing Manager

Skilled marketers have to be strategic, and advancing in the field can require strategy, too. But with a well-researched plan of action, you can start to build the confidence and qualifications needed for a marketing management role.

First: What Does a Marketing Manager Do?

"A marketing manager is responsible for planning, developing and guiding marketing strategies that help an organization connect with its target audience and achieve its business goals," said Dr. Mrinalini D. Kale, an associate dean overseeing marketing programs at Southern New Hampshire University (SNHU) with more than two decades of teaching experience.

According to Kale, these responsibilities include:

• Identifying the right audience
• Positioning the brand effectively
• Shaping a strong value proposition for the brand
• Strategic decision-making related to the four Ps of marketing: product, price, place and promotion

Many marketing management roles also involve overseeing a team — leading people as well as driving results.

Types of Management Roles in Marketing

Marketing management roles can vary depending on business priorities, the size of an organization and a number of other factors. According to Kale, you may find a general marketing manager role, or you might find a position that's more specialized.

For example, Kale said you could find marketing managers who oversee areas of marketing like:

• Brand management
• Digital marketing
• Marketing analytics
• Product marketing
• Social media marketing

"As marketing continues to evolve, organizations often need both strategic generalists and specialists with deep expertise in specific channels or functions," Kale said.

In a larger organization, you might go on to pursue senior or executive leadership positions in marketing, too, like Chief Marketing Officer (CMO).

Read more: What Can You Do With a Marketing Degree?

What Qualifications Do You Need to Be a Marketing Manager?

Marketing managers typically need at least a bachelor's degree in a related field, but some employers may prefer candidates with master's degrees, according to the U.S. Bureau of Labor Statistics (BLS).

If you want to become a marketing manager, you'll also need experience in the field, BLS reports.

Is It Difficult to Become a Marketing Manager?

If you're a beginner in the field of marketing, you'll probably need to develop your skills and experience before you're ready for a marketing manager role.

"It can take time and intentional preparation to grow into a marketing manager role," Kale said.

That said, there are plenty of ways to develop into a stronger candidate.

How to Advance in Marketing

Beyond attaining the education and experience that you'll need to qualify for a managerial role in marketing, consider taking three steps: 

Research Specific Roles

Are you more interested in leading a team of social media marketers or market research analysts? What about overseeing an entire marketing department? Kale recommended considering your interests, then hitting the job boards for research purposes.

"Start by reviewing marketing manager job descriptions in industries that interest you, paying close attention to the required and preferred qualifications, software skills, leadership expectations and essential competencies," Kale said.

As you review the qualifications, you can start to map out the gaps you'll need to fill to improve your readiness for advancement.

Build Your Resume and Portfolio

"Early-career professionals should pursue internships or applied experiences, build a portfolio of academic and professional work, develop strong communication and analytical skills and seek opportunities to collaborate across teams," Kale said.

You could also consider taking certifications and courses to help you advance in specific, career-relevant areas. For instance, SNHU offers Professional Skills certification courses such as:

• Advanced Generative AI: Transformation to Innovation
• Data Literacy: Exploration to Storytelling
• Human-Centered Design Thinking: Empathy to Solutions

If you're a mid-career professional with a good deal of marketing experience under your belt, developing your AI and leadership skills could be beneficial.

Focus on Growth

A growth mindset is an invaluable attribute if you're looking to advance in any field. But in a field like marketing that is so interwoven with evolving trends, behaviors and technologies.

"For aspiring marketing managers, the most important step is to remain curious, continue learning and seek experiences that build both technical expertise and leadership confidence," Kale said. "The field changes quickly, so professionals who are adaptable, data-informed, and willing to keep developing their skills will be well positioned for long-term success."

You might also consider advancing with a master's.

Is a Master’s Degree Worth It for Marketing?

Even if a marketing management position doesn't require a master's degree, the credential is a signal of advanced knowledge and skills. It can also help you gain the confidence needed to pursue new opportunities.

Brihem Johnson '24G, who earned a master's in marketing from SNHU, said his career aspirations expanded during his master's program. In addition to the business he's already running, he said he's now considering branching out into consulting work, as well.

"Earning my degree at SNHU has equipped me with a diverse set of new skills that have been invaluable for both my academic and professional endeavors," Johnson said. "Through coursework in digital media and business administration, I've developed advanced skills in commercial print photography, digital branding, marketing strategies and business management."

Read more: Is a Master's in Marketing Worth It?

What’s the Difference Between an MBA and an MS?

"A master’s degree in marketing or an MBA with a marketing concentration can be especially helpful for those seeking to advance into senior leadership roles," Kale said.

A Master of Business Administration (MBA) with a concentration in Marketing is best suited for those interested in business leadership as a whole — not just marketing.

On the other hand, if you're looking for a specialized marketing management role, a Master of Science (MS) in Marketing would be a better fit, according to Kale.

Concentration options for SNHU's MS in Marketing include:

• Digital Marketing
• Marketing Research & Analytics
• New Media & Communications
• Social Media Marketing

Choosing one of these concentrations could help prepare you to lead within your chosen area of focus.

Mars Girolimon '21 '23G is a staff writer at Southern New Hampshire University where they earned their bachelor’s and master’s, both in English and creative writing. In addition to their work in higher education, Girolimon’s short fiction is published in the North American Review, So It Goes by The Kurt Vonnegut Museum & Library, X-R-A-Y and more. Connect with them on LinkedIn.