How to become a Marketing Manager

Official title: Marketing Managers

Also called: BD Director (Business Development Director), BD Manager (Business Development Manager), Brand Manager, Market Development Executive, Market Development Manager, Marketing Communications Manager, Marketing Coordinator, Marketing Director, Product Manager, Product Marketing Manager

Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.

Main tasks

• Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
• Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
• Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
• Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
• Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
• Develop pricing strategies, balancing firm objectives and customer satisfaction.
• Initiate market research studies, or analyze their findings.
• Compile lists describing product or service offerings.

How to become one

Advertising, promotions, and marketing managers typically need a bachelor's degree. They also typically need work experience in a related occupation.

Typical education to start: Bachelor's degree

Read the full guide from the U.S. Bureau of Labor Statistics

Ways in

• College: Business & Commerce degrees, Offered by 35 universities in the US
• Licence: A licence is required in 25 states.

Pay · Outlook · AI and this job

• Median pay: $166,790 a year The middle half earn $123,020 to $216,410.
• About 421,600 people work in this job now, and about 450,800 are projected by 2035. (+6.9%)
• People already use generative AI for some of this work. Microsoft Research rates its AI applicability as medium.

Related jobs

• Sales Managers
• Advertising and Promotions Managers
• Public Relations Managers
• Fundraising Managers

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Questions people ask

How do I become a Marketing Manager?

Advertising, promotions, and marketing managers typically need a bachelor's degree. They also typically need work experience in a related occupation.

How much does a Marketing Manager earn in the US?

Median full-time pay is $166,790 a year (U.S. Bureau of Labor Statistics). The middle half earn $123,020 to $216,410.

Is a Marketing Manager a growing career in the US?

Yes. Employment is projected to grow 7% by 2035, from about 421,600 to about 450,800 people (U.S. Bureau of Labor Statistics).

Do you need a degree to become a Marketing Manager?

Usually. 83% of people in this job hold a bachelor's degree or higher.

Will AI change the work of a Marketing Manager?

People already use generative AI for some of this work. Microsoft Research rates its AI applicability as medium.

Sources

• Microsoft Research: Working with AI: AI applicability by occupation (2025-12-22 (built on O*NET 29.0)), CC BY 4.0, retrieved 2026-10-03
• U.S. Bureau of Labor Statistics: Employment Projections (2025-35 (released 2026-08-27)), Public domain (BLS), retrieved 2026-10-03
• U.S. Bureau of Labor Statistics: Occupational Outlook Handbook (2025-35 edition (published 2026-08-27)), Public domain (BLS); photographs excluded, retrieved 2026-10-03
• U.S. Bureau of Labor Statistics: Occupational Employment and Wage Statistics (May 2025), Public domain (BLS), retrieved 2026-10-03

Updated 2026-10-03

This page includes information from the O*NET 31.0 Database by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET is a trademark of USDOL/ETA.