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) 

Marketing managers' duties vary depending on the size of the organization, the nature of its business and how centralized its operations are. In general, marketing managers may be responsible for:

• the profitability of products, lines or services
• customer retention 
• competitive analysis
• sales, sales forecasting and strategic planning
• the development and execution of comprehensive marketing plans
• advertising and promotion
• market research and consumer needs assessment
• work with vendors and advertising agencies
• branding activities (ensuring that corporate and product images are consistent)
• product development and scheduling
• pricing and distribution
• budget planning and monitoring
• purchasing
• the allocation of resources
• grant and proposal writing
• media relations
• event management
• corporate and community sponsorship activities
• customer service.

In large organizations, marketing managers direct and oversee the work of other managers in the marketing department (for example, the managers of sales, advertising and marketing research units). In small organizations, marketing managers are responsible for all marketing activities.

Marketing managers work in an office environment but often work more than the standard 40 hours a week. Extensive travel, including international travel, may be required.

Marketing managers need the following characteristics:

• a creative, outgoing and energetic personality
• the motivation and flexibility required to succeed in a competitive environment
• the ability to deal effectively with stress
• strong project management and motivational abilities
• the ability to analyze qualitative and statistical information to create short-term and long-term strategies and budgets 
• problem solving and decision making skills
• the ability to communicate persuasively in person and in writing.

They should enjoy co-ordinating information and directing the work of others, negotiating business contracts and developing innovative approaches to problems.

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 in this occupation will be influenced by a wide variety of factors including:

• trends and events affecting overall employment (especially in the industries listed above)
• location in Alberta
• employment turnover (work opportunities generated by people leaving existing positions)
• occupational growth (work opportunities resulting from the creation of new positions that never existed before)
• size of the occupation.

Over 10,300 Albertans are employed in the Sales marketing and advertising managers ccupational group. This group is expected to have an average annual growth of 1.7% from 2016 to 2020. As a result, 175 new positions are forecast to be created each year, in addition to job openings created by employment turnover. Note: As marketing managers form only a part of this larger occupational group, only some of these newly created positions will be for marketing managers.

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