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Marketing and Public Relations | Marketing Manager (General)

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 1701 Marketing Manager (General) job postings in North Carolina in the past year and 66864 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 $117,502.

State

The average estimated salary in North Carolina for this career, based on job postings in the past year, is $110,824.

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 $91,544.

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 LevelPercentage
Associate's Degree2.32%
Bachelor's Degree65.44%
Master's Degree19.55%
Doctoral Degree1.62%
Other4.34%

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 ExperiencePercentage
0 to 2 years13.95%
3 to 5 years53.61%
6 to 8 years19.94%
9+ years12.5%

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 (59.95%)
  • Sales (54.07%)
  • Leadership (39.34%)
  • Management (39.06%)
  • Planning (28.35%)
  • Presentations (24.42%)
  • Detail Oriented (21.35%)
  • Writing (19.83%)
  • Innovation (19.67%)
  • Customer Service (19.33%)

Defining Skills

A core skill for this occupation, it occurs frequently in job postings.

  • Marketing (84.64%)
  • Marketing Strategies (29.11%)
  • Project Management (29.94%)
  • Marketing Management (48.58%)
  • Strategic Marketing (7.7%)
  • Marketing Budgets (8.13%)

Necessary Skills

A skill that is requested frequently in this occupation but isn’t specific to it.

  • Go-to-Market Strategy (12.3%)
  • Customer Relationship Management (14.19%)
  • Newsletters (4.41%)
  • Business To Business (10.01%)
  • Analytics (12.87%)
  • Marketing Materials (8.14%)
  • Business Development (13.53%)
  • Data Analysis (9.44%)
  • Brand Awareness (9.11%)
  • Business Marketing (8.86%)
  • Email Marketing (7.94%)
  • Public Relations (7.73%)
  • Search Engine Optimization (10.13%)
  • Salesforce (9.38%)
  • Digital Marketing (18.27%)
  • Key Performance Indicators (KPIs) (17.02%)
  • Selling Techniques (7.47%)
  • Market Research (11.38%)
  • Marketing Communications (11.21%)
  • Finance (11.3%)
  • Lead Generation (8.61%)
  • Product Marketing (9.76%)
  • Marketing Planning (7.8%)
  • New Product Development (10.68%)
  • Social Media (18.02%)
  • Sales Prospecting (8.11%)

Distinguishing Skills

A skill that may distinguish a subset of the occupation.

  • Campaign Management (3.48%)
  • Business-To-Business (B2B) Marketing (4.25%)
  • Brand Marketing (3.73%)
  • Marketing Channel (6%)
  • Demand Generation (6.79%)
  • Direct Marketing (3.96%)
  • Integrated Marketing Communications (6.12%)
  • Marketing Performance Measurement And Management (4.03%)
  • Marketing Automation (6.17%)
  • Pay Per Click (2.17%)

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 (13.33%)
  • Business-To-Business (B2B) Marketing (6.97%)
  • Marketing Strategies (47.71%)
  • Marketing Channel (9.83%)
  • Marketing Performance Measurement And Management (6.6%)
  • Marketing Management (79.62%)

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
  • Sales and Marketing Manager
  • Regional Marketing Manager
  • Capture Manager
  • Partner Marketing Manager
  • Marketing Program Manager
  • Performance Marketing Manager
  • Channel Marketing 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

  • Johnson & Johnson (824)
  • Marriott International (645)
  • Elevance Health (618)
  • Amazon (556)
  • Lumen Technologies (519)
  • Ford (494)
  • Canon Medical Systems USA (425)
  • Pearson Education (401)
  • Epsilon (347)
  • Cornerstone Ondemand (339)

North Carolina

  • Elevance Health (26)
  • Bell Partners (23)
  • Canon Medical Systems USA (16)
  • GlaxoSmithKline (14)
  • Lenovo (14)
  • Lowe's (13)
  • Marriott International (11)
  • Grifols (11)
  • Align Technology (11)
  • Compass Group (11)

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!