Marketing Manager: job description

The marketing manager plays a key role in executing strategic planning to strengthen the company’s competitive position. Their core mission is to generate value through sustainable advantages, such as brand differentiation and long-term customer loyalty. By leveraging marketing strategies like content marketing, advertising and promotion, and targeted marketing campaigns, they help build brand awareness on both a national and international scale.

To achieve this, they must identify opportunities, monitor competitors, and track performance using detailed data analysis and marketing communication tools. Maximizing return on marketing investment requires strong analytical skills, familiarity with marketing communications channels, and the ability to evaluate each campaign with precision.

Their efforts focus on growing market share, increasing revenue, and maintaining strong customer relations through personalized messaging and integrated brand management. In today’s evolving landscape, they must also align with corporate social responsibility expectations by incorporating sustainable practices into every marketing plan. Whether managing product development, optimizing public relations, or leading cross-functional teams, marketing managers are central to shaping a brand's public positioning and ensuring long-term success.

A marketing manager’s day-to-day work includes a wide range of activities. They oversee marketing research projects, plan budgets, and coordinate multichannel advertising campaigns. Mastery of both traditional and digital marketing channels is essential. Content creation supervision and ongoing performance analysis are also central to the role.

Key tools they use include:

• CRM platforms (Salesforce, HubSpot)
• Web analytics tools (Google Analytics, Search Console)
• Marketing automation solutions
• Project management software

This role demands both technical and managerial skills. On the technical side, market research and digital marketing expertise are essential. The marketing manager must also understand customer acquisition levers and the implications of sustainable development.

Managerial skills are just as crucial: strong leadership to manage teams, excellent communication abilities, project management skills, and sound decision-making capabilities. English fluency is increasingly necessary in today’s globalized environment.

A master’s degree (Bac+5 level) is typically required to become a marketing manager. Several educational paths lead to this career. Universities and business school offers bachelor's and master’s degrees in marketing, with specializations such as digital marketing, B2B marketing, or strategic marketing.

Among them, emlyon business school offers :

• The Master in Management - Grande Ecole is a top-tier path that delivers a Master’s level degree (Bac+5) in 2 to 4 years. Accessible after a minimum Bachelor's degree, this program of excellence in management offers you a progressive, tailor-made specialization.
• The Master in Digital Marketing & Data Analytics enables students to master the digital marketing ecosystem and data-driven decision-making. You'll learn to lead digital strategies, analyze performance indicators, work with data, and explore programmatic marketing while addressing ethical and environmental challenges.
• The Master of Science in International Marketing and Business Development is a generalist program over 18 months to develop a dual expertise in marketing and business development. This program will enable you to work anywhere in the world thanks to a global mastery of marketing management and sales, which is essential for understanding customers and their needs, thus allowing the development of effective, customer-oriented strategies. With a focus on real-world application, international exposure, and strong industry connections, this program prepares students for strategic roles in business development and marketing across diverse global markets.

In addition to academic training, earning professional certifications significantly enhances expertise in digital marketing.

• Google Ads certification helps you master advertising on the search engine and Display Network.
• Google Analytics certification provides deep knowledge of web data analysis.
• Meta Blueprint certifies skills in advertising on Facebook and Instagram.

Other certifications like HubSpot (for inbound marketing) or Semrush (for SEO) round out the profile of a digital marketing manager.

These certifications are regularly updated and ensure proficiency with the tools and platforms that dominate the sector.

At the beginning of their career, marketing managers earn between €3,500 and €4,000 gross per month. Salary increases significantly based on experience, company size, and industry. Geographic location also plays a role, with major cities generally offering higher pay than smaller towns. Experienced professionals can earn over €60,000 gross per year, especially in the luxury or tech sectors.

Career advancement opportunities are abundant. Experienced marketing managers can move into roles such as Marketing Director or Sales Director. Some even become Chief Marketing Officer (CMO) in larger companies. Consulting roles in marketing strategy are also an option. Entrepreneurship is another path, with some professionals choosing to launch their own ventures after gaining solid industry experience.

The marketing field offers many overlapping roles. Product Managers share several responsibilities with marketing managers. Other similar positions include Brand Manager and Digital Marketing Manager. Communications Manager and Category Manager roles also require similar skills and pursue related objectives.

The marketing manager role demands adaptability and versatility in the face of constant market changes. The rise of digital tools, artificial intelligence, and sustainable marketing challenges are continuously transforming the field. Companies seek professionals who can innovate, adopt a data-driven approach, and maintain strategic clarity. A solid education—such as that offered by emlyon business school combined with continuous trend monitoring and intellectual curiosity, paves the way for success in this exciting and demanding profession.

Pursuing a career in marketing management is more than just stepping into a manager job it’s about mastering a blend of skills, strategy, and creativity to shape the future of products and services in a rapidly evolving industry. Whether you’re just getting started or looking to elevate your current position, the path to becoming a successful marketing manager requires a strong foundation in education, ongoing training, and a deep understanding of consumer behavior, financial planning, and competitive strategy.

From online campaigns and social media marketing to brand positioning, the role demands the ability to analyze statistics, understand your target market, and lead a marketing team through every phase of the marketing mix. With the rise of technology, direct marketing, and data-driven messaging, professionals must adapt to new channels, policies, and customer service expectations to stay ahead. As the Bureau of Labor Statistics reports a positive job outlook for this occupational field, now is the time to apply your knowledge, build your profile, and explore opportunities that align with your goals. Marketing offers a comprehensive, high-impact career full of potential, growth, and lasting relationships—with your team, your employer, and your target audience.