Marketing 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: Marketing Managers (0611.2) 
• 2006 NOC-S: Sales, Marketing and Advertising Managers (A131) 
• 2011 NOC: Advertising, marketing and public relations managers (0124) 
• 2016 NOC: Advertising, marketing and public relations managers (0124) 

Marketing managers’ duties vary with the size and type of organization. In general, marketing managers may be responsible for:

• making sure products, lines, or services are profitable
• maintaining a customer base
• conducting competitive analyses
• sales, sales forecasting, and strategic planning
• developing and carrying out marketing plans
• advertising and promotion
• market research
• working with vendors and ad agencies
• branding to ensure a consistent corporate and product image
• product development and scheduling
• pricing and reach
• budget planning and oversight
• purchasing
• resource allocation
• grant and proposal writing
• media relations
• event management
• corporate and community sponsorship
• customer service.

In large organizations, marketing managers oversee other managers including sales managers and advertising and market research units. In smaller organizations, marketing managers could be responsible for all marketing activities.

Marketing managers work in office settings. They often work more than the standard 40 hours a week, and sometimes work evenings or weekends. The work may require frequent travel, including internationally.

Marketing managers need to possess:

• a creative, outgoing, upbeat nature
• drive and flexibility to succeed in a competitive field
• effective stress management techniques
• strong project management and motivational skills
• the ability to understand qualitative and statistical information to create short- and long-term strategies and budgets
• problem-solving and decision-making skills
• the ability to be persuasive in person and in writing.

They should enjoy:

• organizing information and directing others’ work
• negotiating business contracts
• finding creative solutions.

Marketing managers are employed by private and public organizations such as:

• manufacturers
• retailers
• wholesalers
• service sector businesses
• not-for-profit agencies
• market research organizations
• advertising agencies.

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.

Marketing managers are part of the larger 2011 National Occupational Classification 0124: Advertising, marketing and public relations managers. In Alberta, 75% of people employed in this classification work in the following industries:

• Professional, Scientific and Technical Services [pdf]
• Information, Culture and Recreation [pdf]
• Manufacturing [pdf]
• Finance, Insurance, Real Estate and Leasing [pdf]
• Wholesale Trade [pdf]
• Retail Trade [pdf]
• Other Services [pdf]
• Educational Services [pdf]

The employment outlook [pdf] in this occupation will be influenced by a wide variety of factors including:

• trends and events that affect overall employment (especially in the industries listed above)
• location in Alberta
• employment turnover (work opportunities that come up when people leave existing positions)
• occupational growth (work opportunities that come up when new positions are created)
• size of the occupation.

In Alberta, the A131: Sales, Marketing and Advertising Managers occupational group is expected to have an average annual growth of 1.7% from 2016 to 2020. In addition to job openings created by employment turnover, 175 new positions are forecasted to be created within this occupational group each year.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.