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Advertising Manager, Community Relations Specialist, 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:
| Starting | $40.42 |
|---|---|
| Overall | $46.90 |
| Top | $53.02 |
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
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 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.
Marketing managers’ duties vary with the size and type of organization. In general, marketing managers may be responsible for:
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:
They should enjoy:
This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 20 most recent Alberta job postings, collected between Sep 17, 2021 and Oct 25, 2021.
Review these skills to learn:
| Assist in product development and direct and evaluate the marketing strategies of establishments | 17 |
|---|---|
| Personal Suitability: Team player | 14 |
| Plan, direct and evaluate the activities of firms and departments that develop and implement advertising campaigns to promote the sales of products and services | 13 |
| Personal Suitability: Initiative | 13 |
| Personal Suitability: Excellent oral communication | 13 |
| Personal Suitability: Organized | 13 |
| Establish distribution networks for products and services, initiate market research studies and analyze their findings | 12 |
| Personal Suitability: Flexibility | 11 |
| Personal Suitability: Excellent written communication | 11 |
| Personal Suitability: Client focus | 11 |
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.
For a broad list of programs and courses that may be related to this occupation try searching using keywords.
There is currently no provincial legislation regulating this occupation in Alberta.
Marketing managers are employed by 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.
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:
The employment outlook [pdf] in this occupation will be 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.
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.
| Wages* | Low (5th percentile) | High (95th percentile) | Average | Median |
|---|---|---|---|---|
| Starting | $20.19 | $72.12 | $40.42 | $37.92 |
| Overall | $23.80 | $83.08 | $46.90 | $42.50 |
| Top | $24.38 | $95.91 | $53.02 | $49.41 |
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.
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.
| Oil & Gas Extraction | $147,223 |
|---|---|
| Construction | $114,387 |
| Manufacturing | $109,226 |
| Public Administration | $108,252 |
| Educational Services | $105,276 |
| Transportation and Warehousing | $104,903 |
| Information, Culture, Recreation | $93,594 |
| ALL INDUSTRIES | $92,749 |
| Professional, Scientific & Technical Services | $90,943 |
| Wholesale Trade | $90,587 |
| Finance, Insurance, Real Estate, Leasing | $85,610 |
| Other Services (Repair, Personal Services and Related) | $85,186 |
| Accommodation & Food Services | $84,030 |
| Business, Building and Other Support Services | $77,600 |
| Retail Trade | $75,142 |
| Health Care & Social Assistance | $73,092 |
Updated Mar 31, 2018. 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.