Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, and financial staff members.
Advertising, promotions, and marketing managers typically do the following:
Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.
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. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.
In addition, 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. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs.
Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.
Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.
Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.
Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.
For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she may assist in the development of that product or service and to create a marketing plan for it.
Advertising and promotions managers held about 28,000 jobs in 2021. The largest employers of advertising and promotions managers were as follows:
| Advertising, public relations, and related services | 38% |
| Self-employed workers | 16 |
| Information | 16 |
| Management of companies and enterprises | 8 |
| Wholesale trade | 2 |
Marketing managers held about 319,000 jobs in 2021. The largest employers of marketing managers were as follows:
| Professional, scientific, and technical services | 22% |
| Management of companies and enterprises | 12 |
| Finance and insurance | 11 |
| Manufacturing | 7 |
| Wholesale trade | 7 |
Because the work of advertising, promotions, and marketing managers directly affects a firm’s revenue, people in these occupations typically work closely with top executives.
The jobs of advertising, promotions, and marketing managers can often be stressful, particularly near deadlines. Additionally, they may travel to meet with clients or media representatives.
Most advertising, promotions, and marketing managers work full time. Some advertising and promotions managers work more than 40 hours per week.
A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.
A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.
Marketing managers typically need a bachelor's degree in a business field, such as marketing, or in a related field, such as communications. In addition, completing an internship while in school can be useful.
Advertising, promotions, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.
Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization.
Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.
Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.
Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.
Interpersonal skills. Managers must deal with a range of people in different roles, both inside and outside the organization.
Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.
Median annual wages, May 2021
The median annual wage for advertising and promotions managers was $127,150 in May 2021. The median wage is the wage at which half the workers in an occupation earned more than that amount and half earned less. The lowest 10 percent earned less than $61,250, and the highest 10 percent earned more than $208,000.
The median annual wage for marketing managers was $135,030 in May 2021. The lowest 10 percent earned less than $77,680, and the highest 10 percent earned more than $208,000.
In May 2021, the median annual wages for advertising and promotions managers in the top industries in which they worked were as follows:
| Information | $163,360 |
| Management of companies and enterprises | 129,510 |
| Advertising, public relations, and related services | 126,300 |
| Wholesale trade | 103,030 |
In May 2021, the median annual wages for marketing managers in the top industries in which they worked were as follows:
| Professional, scientific, and technical services | $155,470 |
| Management of companies and enterprises | 155,030 |
| Finance and insurance | 151,870 |
| Manufacturing | 136,150 |
| Wholesale trade | 132,450 |
Most advertising, promotions, and marketing managers work full time. Some advertising and promotions managers work more than 40 hours per week.
Percent change in employment, projected 2021-31
Overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2021 to 2031, faster than the average for all occupations.
About 35,300 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.
Marketing managers will continue to be in demand as organizations use marketing campaigns to maintain and expand their market share. These managers will be sought after for their advice on crafting pricing strategies and finding new ways to reach customers.
The continued rise of electronic media will result in decreasing demand for print advertisements. However, the demand for advertising and promotions managers is expected to be concentrated in industries that rely on these workers to create digital media campaigns that target customers through the use of websites, social media, or live chats.
| Occupational Title | SOC Code | Employment, 2021 | Projected Employment, 2031 | Change, 2021-31 | Employment by Industry | ||
|---|---|---|---|---|---|---|---|
| Percent | Numeric | ||||||
SOURCE: U.S. Bureau of Labor Statistics, Employment Projections program |
|||||||
Advertising, promotions, and marketing managers |
— | 347,000 | 380,700 | 10 | 33,700 | — | |
Advertising and promotions managers |
11-2011 | 28,000 | 30,000 | 7 | 2,000 | Get data | |
Marketing managers |
11-2021 | 319,000 | 350,700 | 10 | 31,700 | Get data | |
For more information about advertising managers, visit:
American Association of Advertising Agencies