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Advertising Manager, Brand Marketing Manager, Communications Manager, Community Relations Specialist, Content Marketing Specialist, Digital Marketing Manager, Product / Brand Manager, Sales Manager
In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.
The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used.
Here is how this occupation has been classified over time.
2006 NOC
2006 NOC-S
2011 NOC
2016 NOC
2021 NOC
2023 OaSIS
Marketing managers’ duties vary with the size and type of organization. In general, marketing managers may:
In large organizations, marketing managers oversee advertising and market research units. In smaller organizations, marketing managers could be responsible for all sales and marketing activities.
Marketing managers work in office settings. They often work more than the standard 40 hours a week, with some evenings or weekends. The work may require frequent travel, including internationally. Some marketing managers may be able to work remotely with other offices.
In Alberta, this occupation is part of 1 or more 2006 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
Interest in co-ordinating information to control activities of marketing departments and establishments; and in directing and evaluating marketing strategies
Interest in negotiating business contracts with organizations seeking marketing services and with market researchers
Interest in initiating market research studies and in assisting with product development
To identify or change your interest codes, complete the Interests Exercise in CAREERinsite.
The interest code helps you figure out if you’d like to work in a particular occupation.
It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective, and Social.
Each set of 3 interest codes for this NOC group is listed in order of importance.
A code in capital letters means it’s a strong fit for the occupation.
A code in all lowercase letters means the fit is weaker.
To fill in or change the values for your abilities, complete the Abilities Exercise in CAREERinsite.
A Quick Guide
You are born with abilities that help you process certain types of information and turn it into action. These abilities influence which skills you can learn more easily.
The abilities or aptitudes shown for this NOC group come from the General Aptitude Test Battery (GATB). The GATB measures 9 aptitudes. It groups them into 3 categories: mental, visual, and physical.
The abilities scores range from 1 to 5, with 5 being stronger.
Marketing managers need:
They should enjoy:
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 116 most recent Alberta job postings, collected between Mar 15, 2024 and Apr 25, 2024.
Review these skills to learn:
| Tasks: Assist in product development and direct and evaluate the marketing strategies of establishments | 72 |
|---|---|
| Tasks: Market business services | 70 |
| Tasks: Establish distribution networks for products and services, initiate market research studies and analyze their findings | 70 |
| Tasks: Plan, direct and evaluate the activities of firms and departments that develop and implement advertising campaigns to promote the sales of products and services | 70 |
| Tasks: Develop promotional materials | 63 |
| Construction Specialization: Team player | 59 |
| Tasks: Direct and evaluate establishments and departments that develop and implement communication strategies and information programs | 59 |
| Attention to detail | 56 |
| Tasks: Hire, train, direct and motivate staff | 55 |
| Tasks: Plan and control budget and expenditures | 54 |
Most large organizations prefer to hire marketing managers who have business-related education and related experience. Education may be a diploma in marketing or a bachelor’s or master’s degree with a specialization in marketing. Related experience could include work in:
Some employers may require education related to the product or service they offer.
Before starting an education program, prospective marketing managers should discuss their plans with people in the field.
The following schools offer programs or courses that are related to this occupation but are not required to enter the field.
To expand or narrow your search for programs related to this occupation, visit Post-Secondary Programs.
Completing a program does not guarantee entrance into an occupation. Before enrolling in an education program, prospective students should look into various sources for education options and employment possibilities. For example, contact associations and employers in this field.
There is currently no provincial legislation regulating this occupation in Alberta.
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Marketing managers work for private and public organizations such as:
Advancement opportunities vary depending on the size and nature of the organization and the manager’s qualifications. Those who have post-secondary education in marketing or extensive work experience may advance to senior management positions in large organizations.
This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.
In the 0124: Advertising, marketing and public relations managers occupational group, 78.8% of people work in:
Employment outlook is influenced by a wide variety of factors including:
In Alberta, the 0124: Advertising, marketing and public relations managers occupational group is expected to have a below-average annual growth of 1.6% from 2019 to 2023. In addition to job openings created by employment turnover, 39 new positions are forecasted to be created within this occupational group each year.
Note
NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For example, only some of the new positions to be created will be for this occupation. It also applies to other data for the NOC group such as number of people employed.
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.
Salaries in this occupation vary according to the size and nature of the organization and the scope of the manager’s role.
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
Unless otherwise noted, the data shown here is for all industries and all regions in Alberta.
All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production), and other forms of compensation.
To see the full survey data for this NOC group, visit the wage profile.
Other wage sources
To make an informed wage and salary decision, research other wage sources [pdf] to supplement this data.
High Reliability, represents a CV of less than or equal to 6.00% and 30 survey observations and/or represents 50% or more of all estimated employment for the occupation.
| Wages* | Low (5th percentile) | High (95th percentile) | Average | Median |
|---|---|---|---|---|
| Starting | $24.62 | $84.81 | $46.27 | $42.06 |
| Overall | $28.57 | $86.54 | $54.97 | $55.39 |
| Top | $31.87 | $98.44 | $62.95 | $60.10 |
Swipe left and right to view all data. Scroll left and right to view all data.
* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.
Pay brackets for hourly wages
| ALL INDUSTRIES | $108,063 |
|---|---|
| Oil & Gas Extraction | $172,864 |
| Information, Culture, Recreation | $82,031 |
| Finance, Insurance, Real Estate, Leasing | $103,757 |
| Professional, Scientific & Technical Services | $121,266 |
| Educational Services | $101,170 |
| Health Care & Social Assistance | $90,975 |
| Accommodation & Food Services | $80,895 |
| Other Services (Repair, Personal Services and Related) | $93,667 |
| Public Administration | $115,817 |
Updated Mar 31, 2022. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.
