A senior marketing manager is generally a middle-management position that oversees marketing planning, product development, and brand management. Often, senior marketing managers are responsible for researching target markets, planning display marketing, providing feedback into product development, and working with sales, marketing, engineering, and product teams to understand and determine objectives and goals. They also develop and maintain marketing strategies to meet those objectives and goals. A good senior marketing manager is someone who excels at thinking creatively and strategically, has a strong understanding of marketing principles, and is comfortable with interpreting research data for use in shaping a marketing campaign. Senior marketing managers may work for a marketing agency or may work within a business’ marketing department. For the most part, their responsibilities will be similar; however, senior marketing managers at a marketing agency may be expected to manage several campaigns at once, so strong multitasking skills are helpful.
A senior marketing manager usually reports to the director of marketing. As a result, the senior marketing manager usually acts as a liaison between the departments involved in the marketing campaign and the company executives. At larger companies, a senior marketing manager often manages and supervises a team of at least two to three employees, so previous management experience is usually required.
Senior marketing managers typically work long hours, including weekends. Companies often look for at least five to seven years of experience in marketing and communications, including experience developing and implementing marketing campaigns and managing a team. A bachelor’s degree typically is expected, and some companies prefer to hire individuals with MBAs.
Senior Marketing Manager Tasks
Create, recommend and implement marketing programs and campaigns for products and services of the organization.
Manage the selection, training and development of marketing staff.
Manage and analyze results of all marketing programs and recommend changes to approach based on performance.
Collaborate with product managers to implement new and modified programs and initiatives.