Marketing Manager (General)
What Does a Professional in this Career Do?
A Marketing Manager manages and coordinates marketing activities for a company. Oversees marketing and advertising staff. Monitors demand for company products or services, business and industry competition, and prices. Identifies potential new customers; develops strategies for increasing sales or market share.
Job Outlook
There were 1679 Marketing Manager (General) job postings in North Carolina in the past year and 64839 in the United States.
In combination with other careers in the Marketing Manager industry, which includes the Marketing Manager (General) career, the following graph shows the number of people employed for each year since 2015:
Salary
Many new Marketing Manager (General) jobs have salaries estimated to be in the following ranges, based on the requirements and responsibilities listed in job postings from the past year.
National
The average estimated salary in the United States for this career, based on job postings in the past year, is $146,295.
State
The average estimated salary in North Carolina for this career, based on job postings in the past year, is $146,721.
Percentiles represent the percentage that is lower than the value. For example, 25% of estimated salaries for Marketing Manager (General) postings in the United States in the past year were lower than $122,511.
Education and Experience
Posted Marketing Manager (General) jobs typically require the following level of education. The numbers below are based on job postings in the United States from the past year. Not all job postings list education requirements.
| Education Level | Percentage |
|---|---|
| Associate's Degree | 0% |
| Bachelor's Degree | 64.73% |
| Master's Degree | 20.82% |
| Doctoral Degree | 1.61% |
| Other | 4.22% |
Posted Marketing Manager (General) jobs typically require the following number of years of experience. The numbers below are based on job postings in the United States from the past year. Not all job postings list experience requirements.
| Years of Experience | Percentage |
|---|---|
| 0 to 2 years | 12.76% |
| 3 to 5 years | 53.47% |
| 6 to 8 years | 21.1% |
| 9+ years | 12.67% |
Skills
Below are listings of the most common general and specialized skills Marketing Manager (General) positions expect applicants to have as well as the most common skills that distinguish individuals from their peers. The percentage of job postings that specifically mention each skill is also listed.
Baseline Skills
A skill that is required across a broad range of occupations, including this one.
- Communication (60.2%)
- Sales (55.35%)
- Leadership (40.04%)
- Management (37.51%)
- Planning (25.9%)
- Presentations (24.39%)
- Innovation (21.13%)
- Detail Oriented (20.52%)
- Customer Service (18.82%)
- Writing (18.08%)
Defining Skills
A core skill for this occupation, it occurs frequently in job postings.
- Marketing (84.94%)
- Marketing Management (47.26%)
- Marketing Strategies (31.32%)
- Email Marketing (9.19%)
- Project Management (30.29%)
Necessary Skills
A skill that is requested frequently in this occupation but isn’t specific to it.
- Go-to-Market Strategy (12.86%)
- Newsletters (4.65%)
- Data Analysis (11.28%)
- Marketing Materials (8.19%)
- Analytics (14.04%)
- Business To Business (10.94%)
- Public Relations (6.73%)
- Business Marketing (9.25%)
- Content Creation (7.97%)
- Key Performance Indicators (KPIs) (16.46%)
- Search Engine Optimization (10.93%)
- Market Research (12.37%)
- Market Trend (8.14%)
- Product Management (8.56%)
- Product Marketing (10.35%)
- Brand Awareness (9.35%)
- Business Development (13.91%)
- Salesforce (9.85%)
- Customer Relationship Management (15.39%)
- Selling Techniques (7.23%)
- Social Media (18.52%)
- Finance (10.74%)
- Lead Generation (8.92%)
- Digital Marketing (18.98%)
- Sales Prospecting (8.01%)
- Marketing Communications (10.49%)
- New Product Development (10.04%)
- Value Propositions (8.12%)
Distinguishing Skills
A skill that may distinguish a subset of the occupation.
- Business-To-Business (B2B) Marketing (4.68%)
- Campaign Management (4.74%)
- Demand Generation (7.44%)
- Direct Marketing (3.55%)
- Marketing Planning (6.68%)
- Marketing Channel (6.22%)
- Marketing Analytics (3.12%)
- Pay Per Click (2.85%)
- Marketing Performance Measurement And Management (4.54%)
- Content Marketing (4.71%)
- Search Engine Marketing (4.31%)
- Marketo (3.2%)
- Marketing Budgets (7.14%)
- Integrated Marketing Communications (6.81%)
- Marketing Automation (7.34%)
- Strategic Marketing (8.1%)
Salary Boosting Skills
A professional who wishes to excel in this career path may consider developing the following highly valued skills. The percentage of job postings that specifically mention each skill is listed.
- Marketing Budgets (21.26%)
- Demand Generation (22.17%)
- Integrated Marketing Communications (20.27%)
- Marketing Automation (21.88%)
- Marketing Channel (18.52%)
- Marketing Performance Measurement And Management (13.52%)
- Marketing Planning (19.91%)
- Pay Per Click (8.48%)
Alternative Job Titles
Sometimes employers post jobs with Marketing Manager (General) skills but a different job title. Some common alternative job titles include:
- Marketing Manager
- Growth Marketing Manager
- Category Manager
- Partner Marketing Manager
- Sales and Marketing Manager
- Regional Marketing Manager
- Marketing Program Manager
- Channel Marketing Manager
- Integrated Marketing Manager
- Partnership Manager
Similar Occupations
If you are interested in exploring occupations with similar skills, you may want to research the following job titles. Note that we only list occupations that have at least one corresponding NC State Online and Distance Education program.
Common Employers
Here are the employers that have posted the most Marketing Manager (General) jobs in the past year along with how many they have posted.
United States
- Amazon (1324)
- Lumen Technologies (953)
- Johnson & Johnson (707)
- Veralto (575)
- Elevance Health (456)
- Epsilon (435)
- Marriott International (424)
- Ford (407)
- Cornerstone Ondemand (335)
- Meta (314)
North Carolina
- Thermo Fisher Scientific (28)
- Lenovo (27)
- Elevance Health (21)
- Lumen Technologies (18)
- Bell Partners (18)
- Lowe's (17)
- Emergent Financial Group (17)
- Veralto (16)
- GlaxoSmithKline (13)
- Trane Technologies (12)
NC State Programs Relevant to this Career
If you are interested in preparing for a career in this field, the following NC State Online and Distance Education programs offer a great place to start!
- Business Administration Master's Degrees
- Management, Marketing Analytics Master's Degrees
- Marketing Graduate Certificates
- Parks, Recreation, Tourism and Sport Management Master's Degrees
All wages, job posting statistics, employment trend projections, and information about skill desirability on this page represents historical data and does not guarantee future conditions. Data is provided by and downloaded regularly from Lightcast. For more information about how Lightcast gathers data and what it represents, see Lightcast Data: Basic Overview on Lightcast's Knowledge Base website.