Advertising, Promotions, and Marketing Managers

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials.

Duties

Advertising, promotions, and marketing managers typically do the following:

• Work with department heads or staff to discuss topics such as budgets and contracts, creative vision, marketing plans, and media buying
• Plan promotional campaigns, such as contests or giveaways, to boost brand loyalty and reach new customers
• Plan advertising campaigns, including in which media—such as radio, television, or email—to advertise
• Negotiate advertising contracts with clients and partners
• Evaluate the look and feel of displays or websites in advertising or marketing campaigns
• Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
• Develop pricing and other strategies, such as how to acquire and retain customers and manage their data, for marketing products or services
• Meet and strategize with clients to provide marketing or related advice
• Direct the hiring and daily activities of advertising, promotions, and marketing staff

Advertising managers create interest among potential buyers of a product or service. They do this for a department, an entire organization, or individual projects (referred to as an account).

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign. Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads.

Some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers, whether through radio, television, or various other media. Account executives have a different focus: they oversee client accounts but do not develop or supervise advertising projects themselves.

Promotions managers direct programs that combine advertising with purchasing incentives and target them to customers in media, in displays, or at events to increase sales. Purchasing incentives may include discounts, rebates, contests, and other programs to strengthen brand loyalty. Promotions managers also contribute to developing brand loyalty programs.

Marketing managers estimate demand and identify potential markets for products and services that an organization and its competitors offer. They may develop pricing and other strategies, such as ways to acquire and retain customers. They work with product development, public relations, and sales staff to help organizations maximize their profits and market share while ensuring customer satisfaction.

Advertising and promotions managers held about 27,000 jobs in 2024. The largest employers of advertising and promotions managers were as follows:

Marketing managers held about 407,000 jobs in 2024. The largest employers of marketing managers were as follows:

Advertising, promotions, and marketing managers work with art directors, advertising sales agents, financial staff, and others to develop strategies and materials. Because their work affects a firm’s revenue, these managers also collaborate with top executives.

Advertising, promotions, and marketing managers typically work in an office setting. They may travel to meet with clients or media representatives. Their work may be stressful, particularly near deadlines.

Work Schedules

Most advertising, promotions, and marketing managers work full time. Some work more than 40 hours per week.

Advertising, promotions, and marketing managers typically need a bachelor’s degree. They also typically need work experience in a related occupation.

The median annual wage for advertising and promotions managers was $126,960 in May 2024.

The median annual wage for marketing managers was $161,030 in May 2024.

Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2024 to 2034, faster than the average for all occupations.

About 36,400 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.