Top 12 + 1 Skills required for Marketing Managers

Marketing is one of the most crucial departments in any organization. That's because the success or failure of products and services in the company depends on how well they are marketed. It doesn't matter how good the product is; if the marketing department fails to get the word out, all other efforts are diluted.

So, as a marketing manager, you must have a good mix of natural and acquired skills to do well in this field. This is not one of those positions where you sit in an office and give orders. Most of the time, you'll need to roll up your sleeves and get in the field. It's a career that will push you, but well worth it as the rewards are great.

That said, if you are interested in working as a marketing manager, below are some of the most essential skills you need and how to improve yours. But first, let’s look at what a marketing manager does. 

What is the Marketing Manager's Job Description?

A marketing manager is tasked with taking care of a brand's entire marketing life cycle. From driving brand awareness, to fostering customer engagement, and revenue growth. 

This role involves planning and executing the marketing campaigns, analyzing the ROI, and tracking the marketing budget. However, remember that the responsibilities may vary depending on the organization's size, industry, and a company's specific needs.

Typically, the role demands strong leadership, communication and analytical skills. And since it’s a managerial post, you’ll also be required to possess a Bachelor’s Degree in Marketing. So if you have a Master's Degree in Marketing, that is a strong plus. 

What Does a Marketing Manager Do?

A marketing project manager establishes and directs all the marketing efforts for a brand. Their responsibilities can include:

• Creating and implementing marketing strategies- setting marketing goals and selecting appropriate marketing channels.
• Conducting market research to understand the competition and consumer preferences.
• Managing and allocating marketing budgets.
• Managing digital marketing strategies including- email marketing, pay-per-click, search engine optimization, social media marketing.
• Tracking and analyzing marketing performance using key performance indicators (KPIs).
• Planning and executing lead-generation marketing events and trade shows
• Overseeing the creation of marketing content, including blog and article writing, video editing, etc.
• Collecting and analyzing customer feedback and insights to enhance customer experiences.

How to Become a Marketing Manager?

You need to acquire the right soft and hard skills to become a successful marketing manager. These skills are the competencies and abilities that help you fulfill your role. Some of them you already have, while others you'll need to either learn and acquire.

• Hard Skills

Hard skills require technical knowledge and industry expertise. That can include target market research, product development, analytical skills, public relations, and the ability to successfully manage marketing campaigns.

• Soft Skills

On the other hand, soft skills are more of a natural talent and mainly help when interacting with others—for instance, leadership skills, interpersonal skills, strategic thinking, or the ability to resolve conflicts.

With that in mind, below are the top hard and soft skills you’ll need to become a holistic marketer.

The 12+1 Skills of a Marketing Manager, Explained.

Marketing managers use a wide range of skills to fulfill their roles. Some of these skills include;

• Technical Skills
• Leadership Skills
• Organizational Skills
• Communication Skills
• Analytical Skills
• Business Management Skills
• Customer Service Skills
• People Skills
• Adaptability
• Critical Thinking and Problem-Solving Skills
• Math Knowledge
• Partner Networking Skills
• Willingness to Learn

1. Technical Skills

As a marketing manager, you need technical skills to market products and services effectively in the digital landscape. Some of these technical skills can include:

• Search Engine Optimization (SEO)
• Social Media Marketing
• Email Marketing
• Pay-per-click (PPC)
• Proficiency in marketing automation tools
• Ability to use Content Management System (CMS)
• Basic skills in graphic design, web design, or UX design 
• Proficiency in Customer Relationship Management (CRM) software for managing leads and customer data

These technical skills enable marketing managers to effectively plan, execute, and analyze marketing campaigns. 

2. Leadership Skills

You also need solid leadership skills as a marketing manager. In every industry, the manager is expected to have the right skills to lead and motivate the team towards achieving a specific goal.

Therefore, you should be able to guide the team members, set goals, and ensure the successful execution of the marketing strategies. Also, you should be able to solve complex marketing challenges within the organization.

3. Organizational Skills

Marketing managers need strong organizational skills to efficiently manage campaigns, budgets, and teams. Your work as a marketing manager mainly involves coordinating various marketing activities, setting deadlines, and effectively allocating marketing resources.

For that reason, it's crucial you be very keen on details to ensure the marketing campaigns run smoothly, deadlines are met, and the budget allocated is used wisely.

4. Communication Skills

Your work as a marketing manager will require you to convey ideas clearly to your team members, clients, and stakeholders. Therefore, you need exceptional written and verbal communication skills. That will also come in handy in creating clear and persuasive marketing materials.

5. Analytical Skills

Analytical skills are crucial for marketing managers to make data-driven decisions and optimize campaigns. They involve the ability to collect, interpret, and draw insights from marketing data.

Marketing managers are required to use their analytical skills to assess how the campaigns are performing, identify trends in the market, and then adjust the current marketing strategies accordingly.

6. Business Management Skills

As a marketing manager, you also need business management skills to align the marketing efforts with the organization's overall goals. That said, a marketing manager must possess skills in project management, resource allocation, and strategic planning to ensure the marketing initiatives contribute to the overall growth and profitability of the business.

7. Customer Service Skills

For your marketing efforts to succeed, you need a very customer-centric approach. That's why customer service skills are equally important. You must be able to empathize with customers, understand their needs, address their concerns, and design marketing campaigns focused on solving their problems.

8. People Skills

A marketing manager is often required to work in a team. Therefore, it's crucial to have skills to effectively collaborate with different people and build relationships with clients. That includes teamwork, effective communication, and conflict resolution strategies.

9. Adaptability

The marketing industry is constantly evolving. For that reason, a marketing manager should be adaptable and open to change as new technologies and consumer behaviors emerge. A marketing manager who can pivot and adjust has a better chance of achieving long-term success.

10. Critical Thinking and Problem-Solving Skills

Another crucial skill for marketing managers is the ability to solve problems and think critically. It comes in handy when assessing challenges, identifying solutions, and suggesting strategies for overcoming existing marketing obstacles.

11. Math Knowledge

Marketing decisions are usually data-driven. Therefore, marketing managers should be able to analyze data to measure the effectiveness of the campaigns and make informed decisions. That's why proficiency in Math, data analysis, and data analytics tools is valuable.

12. Partner Networking Skills

As a marketing manager, you should be able to form strong and mutually beneficial partner networks to enhance the overall success of the marketing initiatives. That means having practical relationship-building skills and the ability to collaborate with other organizations. That helps expand the organization's reach and visibility.

+1 Marketing Manager Skill- Willingness to Learn

Willingness to learn is another indispensable skill for marketing managers. It shows your adaptability and openness to new technologies, trends, and strategies. Also, when you are continuously learning, you remain competitive, make informed decisions and drive innovation in your campaigns. 

How to Improve Your Marketing Manager Skills?

Even if you have all the skills we've discussed in the section above, you should consider the following tips to polish your skills and stay on top of your game: 

1.  Enroll in an online course in Digital Marketing and E-Commerce at EAE Business School Madrid and earn certifications in areas like digital marketing, data analytics, and project management to build specific skills.
2. Attend industry conferences, seminars, and networking events to connect with peers, share experiences, and learn from others.
3. Seek mentorship from experienced professionals in the industry
4.  Study successful marketing campaigns and case studies to understand what worked and why.
5.  Solicit feedback from colleagues, supervisors, and clients to identify the areas you should improve.

How to Demonstrate Your Marketing Manager Skills in a Job Interview?

When you go to apply for a marketing manager position, it's crucial that you showcase your skills effectively. Most companies will list the specific skills they'd like to see. But generally, here are some of the ways you can show your proficiency:

• Use a portfolio to showcase successful campaigns you've worked on, strategies you used, and the results you achieved.
• Share case studies of specific marketing challenges you encountered and how you resolved them.
• Communicate clearly and precisely to showcase your ability to lead and communicate with your team.
• Ask intelligent questions to demonstrate your strategic thinking and knowledge of the industry.
• Mention the list of programs, software, and tools you know how to use