How to write a marketing manager job description

Selecting an unsuitable marketing manager can be a costly mistake for your business. It can lead to poor marketing strategies, ineffective brand campaigns, and more – eroding your competitive edge in the market. 

Writing a compelling job description is the first step to sourcing and hiring the right marketing manager – but it’s not easy. Your job description needs to be specific enough to attract qualified applicants but broad enough to encompass the diverse skills the role demands. 

In this article, we explain how to write a marketing manager job description that accurately reflects the demands of the position and attracts high-caliber candidates for your business.

What is a marketing manager?

A marketing manager is a professional who creates and implements a company’s marketing strategies to boost brand visibility, promote products or services, and drive sales. They play an important role in bridging the gap between a company’s offerings and its target customer base. 

A marketing manager’s key duties include:

• Developing comprehensive marketing and branding campaigns

• Overseeing a company's presence on social media platforms like Facebook, Instagram, LinkedIn, and Twitter

• Conducting in-depth market research to inform strategies

• Managing the marketing budget to maximize return on investment (ROI)

• Analyzing data from campaigns and social media engagement to refine marketing approaches

Key skills to look for in marketing managers 

A good marketing manager candidate possesses the following skills. 

Hard skills

• Data analysis: Uses tools like Google Analytics and Microsoft Excel to understand and evaluate market trends, customer behaviors, and campaign performance

• Content creation and management: Develops compelling and relevant content tailored to different stages of the customer journey

• Digital marketing expertise: Has a strong grasp of various paid and unpaid digital marketing channels – including social media marketing, email marketing, search engine optimization (SEO), content marketing, and more

• Strategic planning: Conducts thorough market research, analyzes competitors, and develops marketing strategies that align with business goals

• Budget management: Is proficient in allocating and managing budgets across campaigns and channels to maximize ROI while ensuring cost-effectiveness

• Technical skills: Is familiar with marketing automation tools, content management platforms, and basic HTML/CSS for managing digital marketing initiatives and websites

Soft skills

• Creativity and empathy: Can devise innovative campaigns that stand out in a competitive market and understand how to read and engage audiences in unique ways

• Communication skills: Possesses strong written and verbal communication skills for creating succinct marketing content and collaborating effectively with sales, customer success, and other cross-functional teams

• Teamwork: Is able to work collaboratively with different departments, external agencies, and partners 

• Leadership and team management: Has ability to inspire, direct, and manage others

How to write an effective marketing manager job description

Follow these best practices to write a solid marketing manager job description that attracts the right candidates.

1. Require people management skills

Stress the importance of leadership and teamwork skills. Describe the need for a candidate who can lead and manage a team, collaborate with other departments, and work effectively with external agencies and partners. 

A lack of emphasis on these skills might attract individuals who prefer working in isolation. This could hamper the collaborative efforts required for successful marketing campaigns.

2. Ask for familiarity with your audience’s language and culture

Your job description should seek candidates who can demonstrate how they've successfully adapted marketing campaigns to specifical cultural contexts, languages, and more. For instance, mention the specific languages they should be fluent in to meet the needs of your customer base. 

Additionally, you can ask for applicants to be familiar with specific groups, such as Millennials or Gen Z customers. Failing to include this requirement might lead to marketing efforts that miss the mark with your audience, weakening your brand's impact and reach.

3. Emphasize creative experimentation for innovation

Marketing expert Dorie Clark says this about marketers: “Sometimes you have to experiment with a lot of ideas and see which one sticks. If you're unsure, let the market decide."

Stress the need for a marketing manager who values creative experimentation and innovation. Request examples of innovative campaign ideas or unique problem-solving approaches that candidates have previously implemented. 

Specify your interest in individuals eager to explore new marketing channels, tools, or strategies. If you don’t, you might end up with a marketing manager who prefers to play it safe – potentially causing your brand to lag in a competitive and evolving market.

Marketing manager job description template 

Use the job description template below to write an effective job description for your marketing manager position.

Company introduction

Introduce your company by outlining the marketing services you offer and the sector you specialize in. Point out any major accomplishments, like awards you’ve won in the marketing field. Also, describe what makes your company different from others. This could include your innovative marketing strategies, commitment to understanding consumer behavior, or proven ability to boost brand visibility and engagement.

Benefits of working with [your company]

Discuss the benefits of becoming a marketing manager within your company. Emphasize the financial rewards, such as achievement-based bonuses. Also, mention the non-financial perks, like flexible working hours, opportunities for advancement, the level of creative freedom the position offers, and so on.

Marketing manager job brief

[Company name]

Job title: [Marketing manager]

Reports to: [For example, head of marketing]

Position type: [Full-time or part-time]

Location: [Remote, hybrid, or on site (include address if relevant)]

[Salary and benefits details]

Responsibilities and duties

• ​​Develop and execute comprehensive traditional, digital, social media, and email marketing strategies to inform customers about our company’s offerings.

• Supervise the marketing team, providing direction, guidance, and feedback to employees.

• Produce and organize promotional events or activities to enhance brand visibility and market engagement.

• Conduct thorough market research and analysis to track trends, measure brand awareness, and monitor competitive actions.

• Initiate and manage surveys to understand customer requirements and build customer loyalty.

• Manage the marketing budget and ensure that marketing activities align with our financial constraints.

Skills and qualifications

Make sure to look out for the following skills and qualifications when writing your marketing manager job description:

Required skills and experience

• Bachelor’s degree in marketing, business administration, or a related field – or equivalent experience or training

• Demonstrable expertise in marketing management (for example, through successful campaigns or a strong digital presence)

• Solid knowledge of Google Analytics, Google AdWords campaigns, and SEO/SEM strategies

• Competency in marketing automation technology and HubSpot CRM software

• Excellent oral and written communication skills

Preferred skills and experience

• Master’s degree in marketing or a related field

• Certifications in Google Analytics or AdWords

• Advanced knowledge of HTML/CSS and web development tools

If you’re looking to hire a marketing assistant, use this ready-made marketing assistant job description template.

3 mistakes to avoid when writing a job description for marketing managers 

When drafting a job description for a marketing manager, avoid these three common mistakes that could compromise your search for the ideal candidate.

1. Overloading with jargon or being too technical

While mentioning specific skills is important, going overboard with industry jargon or highly technical requirements can intimidate or confuse potential candidates. For instance, asking for “omnichannel marketing fluency” could deter skilled marketers who are a good fit but don’t use the same terminology. 

Instead, use clear and accessible language – such as “experience with multi-channel marketing campaigns.” This ensures that the job description is inclusive and appealing to a broader range of qualified candidates.

2. Being vague about role expectations

Another common mistake is not being specific about what the marketing manager will be doing day to day and the goals they're expected to achieve. This lack of specificity can attract candidates who aren't a good fit, wasting both the applicants’ and your time. 

To avoid this, clearly outline specific responsibilities and provide concrete examples of projects or objectives. This way, candidates can understand the role’s scope and expectations.

3. Neglecting to highlight your company’s products or services

Don’t fail to mention which industry you operate in or what the marketing manager will be promoting. This information helps candidates gauge their interest and fit for the role, especially if they have relevant passion or experience. 

Include a brief overview of your company’s mission, the market it serves, and the products or services it offers. This helps candidates self-select and attracts those with a genuine interest or background in your sector.

Next steps: Attract and assess marketing managers

Well-written job descriptions can attract the right talent for your marketing manager position. But given the broad nature of the role, you’ll likely need to sift through countless unqualified applicants to find the best ones.

TestGorilla is a talent assessment platform with hundreds of tests you can use to assess your candidates quickly, fairly, and accurately. You can combine five or fewer tests into a single talent assessment. Plus, you can personalize assessments with your own custom questions.

Consider including some of the following tests in a marketing manager talent assessment to get a holistic view of candidates’ suitability for the position. 

Role-specific skills tests 

• Our Instagram Marketing test, TikTok Marketing test, and other social media marketing tests are great for seeing if candidates can use these platforms for branding and running marketing campaigns. 

• TestGorilla’s Email Marketing test can assess if applicants can effectively plan and implement email marketing campaigns.

• The Marketing Analysis test evaluates candidates’ abilities to understand, interpret, and use market factors in decision-making. 

• Our Marketing Analytics test determines whether applicants can improve marketing strategies and performance through data analysis and insights.  

Soft skills and situational judgment tests 

• TestGorilla’s Communication Skills test helps you determine if an applicant possesses strong verbal and written communication skills.

• The Leadership and People Management test looks at their ability to manage, inspire, and drive marketing executives and other team members to achieve marketing objectives.

Personality and culture assessments 

• Our Big 5 (OCEAN) and other personality tests tell you more about candidates’ empathy, creativity, and other critical attributes. 

• TestGorilla’s Culture Add test lets you use a customizable survey to check if applicants’ values and ways of working align with your company’s overall culture. 

FAQs

Need more information? Check the answers to these frequently asked questions.

Is marketing manager a “skilled” job? 

Yes. Marketing managers need relevant skills and knowledge. Their role requires soft skills such as creativity, analytical thinking, and leadership abilities. Plus, they need technical expertise to understand the market, plan and run campaigns, analyze data, and manage budgets. 

How much do marketing managers make?

The salary for marketing managers can vary widely depending on factors such as location, industry, company size, and the individual's experience and education. According to Indeed, as of February 2024, the average marketing manager's salary in the United States is $74,634 per year. 

Hire the best marketing managers with TestGorilla

Hiring an ill-suited marketing manager can hurt your company’s brand, sales, and competitive edge. That's why you must find and recruit only the best candidates for the job. Crafting a precise and robust job description is the first step to attracting qualified leads. 

But you still need a way to screen and shortlist the cream of the crop. That’s where TestGorilla comes in. Our extensive range of talent tests enables you to evaluate candidates' technical expertise, soft skills, personality traits, and more. This way, you can make data-driven selections and avoid mis-hiring for this important position. 

Get started with TestGorilla today with a free live demo or free account.