The Ultimate Marketing Careers Guide

Marketing careers have transformed dramatically in recent decades. Whole new branches of marketing have emerged alongside modern tools and technologies. As a result, the career path for a marketer is not as straightforward as it once was. Navigating your career is hard to do without a map — so we made one for you.

We profiled 50 of the most common marketing jobs today. For each, we outline the prerequisites, top paying skills, salaries, and common career progressions.

We also address common career challenges for marketers, including the Gender Gap and discrepancies in job opportunities by location. Additionally, we present forecasts for marketing job growth, and research on the value of MBAs and education alternatives in marketing careers.

Think of this as your travel guide to a career in marketing!

50 top marketing jobs by career level

The 50 marketing jobs we profile are divided into four levels: Leadership, Directors, Managers and Experts, and Staff. Take a look at our comprehensive marketing careers map below:

Keep in mind that these marketing career paths and profiles are distilled examples to help you get a feel for the marketing career landscape. There are many exceptions, and every person’s path is unique in some way. The most important thing is to evaluate what your career and life goals are, and don’t be afraid to take opportunities as they come along — you never know where they can lead!

We used survey data collected by Payscale to outline key factors for each marketing job profile. It is important to note that according to Payscale, “all compensation data shown are gross 10th to 90th percentile ranges.”

Select the job that interests you below to jump to that profile, or read on to learn more about the most important factors that affect marketing careers.

How are marketing careers changing, and how does that affect my future career path?

Marketing job growth: In 2012, there were 200,000 marketing jobs in the United States. By 2022, that figure will increase by 24,000 jobs, according to Monster.com.

To break down some of these jobs by function, we can examine some of the data for occupations covered by the U.S. Bureau of Labor Statistics (BLS). This chart looks at projected job growth by occupation from 2014 to 2024.

Marketing manager positions not only have higher than average projected job growth, they are also ranked as the 13th best paying job by U.S. News and World Report.

Public relations positions are forecasted to grow about the same amount as the average for all occupations analyzed by the BLS. However, advertising and promotions managers are a little bit below the curve, and graphic designers are far below it.

It’s also important to look at what businesses are spending more money on within marketing, to understand what their priorities are and how marketing jobs will shift to meet those priorities.

As you can see in this graph, businesses plan to spend more on digital channels and tactics in their marketing strategies. Businesses plan to spend less on traditional marketing channels, such as direct mail, events, and broadcast and print advertising.

As more budget shifts to digital channels, it is important to gain the technical skills to excel in marketing careers.

The Gender Gap. Consider that, according to Payscale, 79% of marketing coordinators are women, while only 38% of CMOs are women. This significant gender gap may be a result of generational differences. Still, it reflects a reality faced by women who want to pursue leadership positions in their marketing careers.

Location, location, location. In a recent article, Forbes ranked the top 10 cities for marketing jobs, including the number of marketing jobs currently available. As you can see, New York City is leaps and bounds ahead of the rest, with more than two times the number of available marketing jobs than the next city — tech-dominated San Francisco. It’s also apparent from this list that marketers have a lot of options when it comes to location!

Top 10 Cities for Marketing Jobs:

New York, NY (4,244 jobs)
San Francisco, CA (1,961 jobs)
Chicago, IL (1,422) jobs
Seattle, WA (1,069 jobs)
Los Angeles, CA (1,036 jobs)
Atlanta, GA (1,012 jobs)
Washington, DC (999 jobs)
Boston, MA (930 jobs)
Austin, TX (803 jobs)
Dallas, TX (665 jobs)

Companies looking for marketers. Forbes recently published a list of the top 10 companies for marketing jobs, based on the number of available positions. Take note of the diversity of large companies included in the mix. The article notes that, for many companies, marketing is not just important for appealing to potential customers — it’s also important for attracting prospective hires.

Top 10 Companies for Marketing Jobs:

Amazon.com (425 jobs)
Wells Fargo (247 jobs)
GAP Inc. (219 jobs)
Microsoft (192 jobs)
Wyndham Worldwide (171 jobs)
Comcast (132 jobs)
JPMorgan Chase (110 jobs)
Oracle (106 jobs)
Facebook (103 jobs)
Uber (84 jobs)

Marketing career paths

As marketing jobs change, so do career paths. There are whole new branches of marketing departments that have been formed around content marketing, demand generation, social media marketing, and more.

If you want to make it all the way to the top — whether that’s the chief marketing officer, vice president of marketing, or chief executive officer — we’ll show you how to get there.

Using career progression data from Payscale and industry knowledge, we’ve pulled out examples of likely career paths for three different types of marketers — traditional, digital, and public relations/communications — starting at the bottom, and leading right to the top. In fact, if you are looking to lead a company, consider that 20% of current Fortune 500 chief executive officers start out in sales and marketing, according to Forbes.

Traditional Marketers:
Traditional marketing careers can be a fast-track to leadership positions. However, in these jobs, professionals need to have a well-rounded skill set from many different types of marketing — especially if they want a leadership position.

Digital Marketers:
The rise of digital marketing has resulted in a plethora of new jobs and career paths.

It’s important to note here that there is little data on career paths beyond the position of social media director. Positions like vice president of social media certainly exist, but the roles are relatively nascent. This highlights a trade-off that comes with specialization. Be aware that as you hone specialized skills, your career options narrow.

Public Relations/Communications Professionals:
Public relations and communications professionals continue to be important to businesses as they adapt to demands for different skills in the digital age.

The type of organization you work for matters

The type of organization you work for has a huge impact on marketing careers. Here are some pros and cons for accepting a position at four types of organizations: agencies, consulting firms, in-house at a company, and startups.

AGENCY

Pros:
• Opportunities to work with a wide variety of companies.
• Many marketing jobs (especially those in public relations) require agency experience.
• Surrounded by experts in your field who you can learn from.
• Good salaries.

Cons:
• What the client says goes.
• Long hours required around deadlines, and marketers may be expected to be on-call for client requests.
• A lot of competition for promotions.
• Ability to gain new skills could be limited if marketers take on specialized tasks or there is a lot of competition.
• Marketers may become burned out.
• Job security depends on business development.

CONSULTING

Pros:
• Work with a wide variety of companies.
• Unless the consulting firm is marketing specific, marketers may have the opportunity to transition to other teams and build up technical or business skills.
• Great salaries.

Cons:
• What the client says goes.
• Long hours required around deadlines, and marketers may be expected to be on-call for client requests.
• There is sometimes an up-or-out environment.
• Marketers may become burned out.
• Frequent travel to meetings with clients may be required.
• Job security depends on business development.

IN-HOUSE

Pros:
• Marketers are one of the few go-to expert for marketing matters in these organizations.
• More opportunity to take on leadership roles.
• Can gain experience working with all parts of a business, including leadership.
• Job security may be better than other types of organizations.

Cons:
• There aren’t many people who can cover for marketers.
• There may be an established hierarchy to work through.
• Marketers probably won’t get the breadth of experience as they would at an agency or consulting firm.
• Have to be able to work with and prove ROI to non-marketer colleagues and leadership.

STARTUP

Pros:
• Marketers are one of the few go-to expert for marketing matters in these organizations.
• More opportunity to take on leadership roles.
• Opportunity to gain a lot of experience and skills across marketing very quickly.
• Opportunity to mold marketing strategies from the get-go.
• Work in an innovative, exciting environment, with a lot of value around work culture.

Cons:
• There aren’t many people who can cover for marketers.
• Job security is not guaranteed.
• Job growth depends on how fast the company grows.

MBAs in marketing: Who, why, when, and where

Who should get an MBA in marketing? Do you have formal education in marketing or your area of expertise? If not, it may be used against you in salary negotiations and could make you less attractive to potential future employers. If you have minimal marketing experience, are looking to change your focus or industry, or want to pursue higher level positions, an MBA may improve your likelihood of achieving your career goals.

Why should you get an MBA in marketing? First, getting an MBA in marketing raises your earning potential. All Business Schools reports that having a bachelor’s degree and an MBA can add $9,000 to $16,000 to a marketer’s salary, although they note that many MBA graduates start out at higher positions with larger salaries.

Second, some positions may require or strongly prefer candidates with advanced degrees (check out our list of job profiles below for more details). Third, if your undergraduate degree was not in marketing and you are looking to improve your educational background or switch into the marketing field, going back to school can be a good way to do those things.

When should you get your MBA? Most MBA programs expect you to have a few years of experience under your belt before applying, so timing can vary. Keep in mind that MBAs are expensive. The average cost of a two-year MBA program is more than $60,000, and some of the best-rated business schools in the country can cost more than $100,000. Financial aid can help, and some companies offer tuition assistance programs or they could even cover the entire cost of your tuition.

Where are the best places to get an MBA in marketing? U.S. News and World Report is a key source for information and stats on the best MBA programs for marketers. You can access basic data on top tier schools for free, or you can sign up to get information on the full list.

Are there alternatives? Take a look at the job profiles below. If you have a significant amount of experience already, you may not need to pursue official education.

If you have some experience, you may be able to improve and showcase your educational background through certification or training courses. Two good options are the Professional Researcher Certification (PRC) offered by the Marketing Research Association for market research analysts, and the professional certifications offered by the Public Relations Society of America (based on experience and an exam).

Additionally, some companies even offer training programs, so be sure to do your research before applying.

MARKETING CAREERS — JOB PROFILES:

Chief Marketing Officer (CMO)

Base annual salary: $80,253-$253,036
National average annual salary: $187,000
Experience:

Less than 1 year (1%)
1-4 years (5%)
5-9 years (8%)
10-19 years (39%)
20+ years (47%)

Popular skills: Strategic marketing, marketing management, branding, marketing communications, business development
Skills correlated with salaries higher than the national average:

Online marketing (10% higher salary)
Product marketing (10% higher salary)
Strategic marketing (6% higher salary)

Potential career progression: Chief Executive Officer
Travel requirements: Extensive travel may be required.
Educational requirements: Most employers require an advanced degree in marketing or a related field.
Work schedule: Long hours are often required.

The chief marketing officer (CMO) is responsible for creating and managing the execution of a company’s marketing vision. The CMO concretely lays out goals and provides direction for their sales and marketing employees. They must also be able to communicate the excitement and vision of the company to the media and clients through many marketing channels. Exceptional skills in leadership, quantitative data analysis, management, and communication, along with a strong background in sales and marketing, are a must. If you are looking to lead a company, consider that 20% of current Fortune 500 chief executive officers start out in sales and marketing, according to Forbes.
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Vice President of Marketing

Base annual salary: $81,835-$194,584
National average annual salary: $155,000
Experience:

Less than 1 year (0%)
1-4 years (3%)
5-9 years (12%)
10-19 years (49%)
20+ years (36%)

Popular skills: Strategic marketing, marketing management, marketing communications, product marketing, advertising
Skills correlated with salaries higher than the national average:

Product development (17% higher salary)
Product marketing (15% higher salary)
Market research (7% higher salary)

Potential career progression: President, Vice President of Sales and Marketing, Chief Executive Officer, Executive Vice President of Marketing, Senior Vice President of Marketing
Travel requirements: Travel may be required.
Educational requirements: Extensive education in marketing and business administration recommended.
Work schedule: Long hours are often required.

Vice presidents of marketing are highly placed executives or board-level directors responsible for outlining and managing a company’s marketing strategies around its products and services. They have responsibilities that range from branding to advertising and even pricing and discount structures. The VP of marketing will typically have a research team that evaluates the effectiveness of current marketing programs, and generates ideas for future product development. They are usually responsible for presenting and proving the ROI of marketing strategies to other executives and the board. In a director-level executive role, the VP of marketing typically sits on an executive board within the company, usually as a direct report to a division president, chief executive, or chief operating officer.
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Marketing Director

Base annual salary: $41,245-$145,256
National average annual salary: $81,000
Experience:

Less than 1 year (1%)
1-4 years (17%)
5-9 years (26%)
10-19 years (40%)
20+ years (16%)

Popular skills: Marketing management, marketing communications, strategic marketing, advertising, branding
Skills correlated with salaries higher than the national average:

Product marketing (34% higher salary)
Strategic marketing (19% higher salary)
Strategic planning (13% higher salary)

Potential career progression: Vice President of Marketing, Sales and Marketing Director, Marketing Communications Director, Marketing and Business Development Director, Senior Marketing Director
Educational requirements: Bachelor’s degree in marketing or a similar field is usually required. Marketing certifications may be beneficial.

Marketing directors are responsible for managing and directing marketing strategies. They oversee their company’s marketing staff and specify the scope of its marketing needs. Their main duties include creating projects, concepts, and budgets for successful marketing campaigns. They also help resolve team issues and maintain communication with clients, vendors, and other managers within their company. Marketing directors help brainstorm ideas and measure the progress of marketing projects. They collect and review data to improve the company’s future marketing performance.
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Global Marketing Manager

Base annual salary: $59,963-$144,916
National average annual salary: $103,000
Experience:

Less than 1 year (1%)
1-4 years (14%)
5-9 years (37%)
10-19 years (33%)
20+ years (15%)

Popular skills: Strategic marketing, marketing management, marketing communications, product marketing, project management
Skills correlated with pay higher than the national average:

Business strategy (84% higher salary)
Strategic marketing (11% higher salary)
Product marketing (6% higher salary)

Potential career progression: Marketing Director, Vice President of Marketing
Travel requirements: Some travel is likely.
Educational requirements: Bachelor’s degree in a field related to the company’s focus area, with a master’s of business administration preferred.

The global marketing manager oversees the company’s marketing budget on a global scale, forms and executes plans for development, and presents internally about the company’s direction. The global marketing manager must also establish and maintain relationships with partners and be able to work with other departments to coordinate efforts on development and expanding the organization’s business.
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Marketing Manager

Base annual salary: $39,541-$96,582
National average annual salary: $62,000
Experience:

Less than 1 year (2%)
1-4 years (32%)
5-9 years (36%)
10-19 years (24%)
20+ years (7%)

Popular skills: Marketing management, marketing communications, strategic marketing, social media marketing, project management
Skills correlated with salaries higher than the national average:

Strategic marketing (9% higher salary)
Marketing management (3% higher salary)
Project management (2% higher salary)

Potential career progression: Marketing Director, Senior Marketing Manager, Vice President of Marketing, Marketing Communications Manager, Marketing and Business Development Manager
Educational requirements: Bachelor’s degree in marketing usually required, with management disciplines and postgraduate education preferred.
Work schedule: Typically follows an average work week, with longer hours required around new campaign launches.

A marketing manager is a person within a company who supervises and helps create advertising or merchandising sales campaigns that the business uses to sell itself and its products. A marketing manager can be assigned to a single product, a product line, a brand, or the entire company. They work to incorporate a variety of input from creative, research, advertising, and sales teams. Marketing managers have to be very organized, because even small changes or iterations on existing marketing campaigns can require a lot of coordination and timing precision. Marketing managers have to orchestrate these changes across multiple groups and teams within the company.
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Marketing Coordinator

Base annual salary: $31,001-$54,264
National average annual salary: $40,000
Experience:

Less than 1 year (6%)
1-4 years (66%)
5-9 years (19%)
10-19 years (8%)
20+ years (2%)

Popular skills: Marketing communications, social media marketing, Microsoft Office, event planning, email marketing
Skills correlated with salaries higher than the national average:

Adobe InDesign (3%)
Marketing management (3%)
Project management (2%)

Potential career progression: Marketing Manager, Marketing Director, Marketing Specialist, Marketing Communications Manager, Marketing Project Manager
Travel requirements: Some travel may be necessary.
Educational requirements: Bachelor’s degree in marketing or communications may be required.

Marketing coordinators develop and coordinate marketing campaigns for their companies. These campaigns may involve presentations, social media, print, mailing, or television advertisements, and often a combination of these. They may work with other marketers and employees, such as producers and graphic designers, as well as sales or customer service representatives and external vendors.Strong research skills are important to understand evolving trends within the market, and coordinators may be tasked with producing forecasts. Skills in public speaking and making presentations are important, and knowledge of graphic design is helpful. There are both entry-level and experienced marketing coordinator positions available.
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Marketing Assistant

Base annual salary: $26,528-$46,865
National average annual salary: $34,000
Experience:

Less than 1 year (15%)
1-4 years (68%)
5-9 years (11%)
10-19 years (5%)
20+ years (1%)

Popular skills: Marketing communications, social media marketing, Microsoft Office, Microsoft Word, Microsoft Excel
Skills correlated with salaries higher than the national average:

Customer relationship management (4% higher salary)
PowerPoint (2% higher salary)
Adobe InDesign (2% higher salary)

Potential career progression: Marketing Manager, Executive Assistant, Marketing Coordinator, Marketing Director, Marketing Specialist
Educational requirements: Associate’s degree accepted, bachelor’s degree preferred
Work schedule: Regular business hours.

A marketing assistant is an employee who works within a company’s marketing department. He or she typically works to help with data collection and analysis for market research. The assistant likely helps to perform administrative duties for the rest of the marketing department. The position of marketing assistant is typically the first step to working in marketing, and it is normally entry-level.
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Product Marketing Manager

Base annual salary: $53,550-$121,708
National average annual salary: $89,000
Experience:

Less than 1 year (2%)
1-4 years (32%)
5-9 years (34%)
10-19 years (25%)
20+ years (7%)

Popular skills: Product marketing, strategic marketing, marketing management, marketing communications, marketing research
Skills correlated with salaries higher than the national average:

Competitive intelligence (7% higher salary)
Strategic marketing (6% higher salary)
Business analysis (4% higher salary)

Potential career progression: Marketing Director, Senior Marketing Manager, Senior Product Manager, Product Marketing Director, Senior Product Marketing Manager
Educational requirements: May require a bachelor’s degree in marketing or a related field.

A product marketing manager must become highly familiar with the company’s products to construct a strategy for how best to sell them in order to generate the highest revenues. The product marketing manager oversees how the product is advertised, discussed in press releases, and seen by the public. Product marketing managers can work on local, regional, national, or international levels. A company may look for a product marketing manager with expertise in their particular industry.
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Channel Marketing Manager

Base annual salary: $52,993-$115,863
National average annual salary: $86,000 average
Experience:

Less than 1 year (1%)

1-4 years (20%)
5-9 years (37%)
10-19 years (32%)
20+ years (10%)

Popular skills: Strategic marketing, marketing management, marketing communications, market research, web marketing
Skills correlated with salaries higher than the national average:

Online marketing (16% higher salary)
Web marketing (12% higher salary)
PowerPoint (9% higher salary)

Potential career progression: Senior Marketing Manager, Marketing Director
Travel requirements: Frequent travel is expected.
Educational requirements: Bachelor’s degree in marketing or a related field required, and education or experience in logistics and distribution preferred.
Work schedule: Regular business hours.

Large companies that sell products frequently do not do business directly with their customers; instead, they sell their goods through retailers, affiliates, and other outlets. These are called channels, and a channel marketing manager works with these entities to support sales of their company’s products while ensuring the outlets keep the product’s branding and marketing consistent.
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Marketing Consultant

Base annual salary: $33,272-$101,486
National average annual salary: $62,000 average
Experience:

Less than 1 year (5%)

1-4 years (37%)
5-9 years (24%)
10-19 years (22%)
20+ years (11%)

Popular skills: Strategic marketing, marketing communications, marketing management, market research, branding
Skills correlated with salaries higher than the national average:

Strategic marketing (18% higher salary)
Marketing management (4% higher salary)
Marketing communications (2% higher salary)

Potential career progression: Marketing Manager, Marketing Director, Senior Marketing Manager, Marketing Communications Manager, Vice President of Marketing
Educational requirements: Bachelor’s degree in marketing, communications, or business is required, although some other fields, such as graphic design, may be desirable.

A marketing consultant works to further the brand, image, and market share of the company for which they work. This can include a wide variety of activities, including social media strategy, design, content marketing, and more. The ability to work cooperatively with others is one of the most important skills a marketing consultant can have, because of the range of departments they work with. They are also responsible for being able to identify and quantify the results of various marketing campaigns or projects.
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Field Marketing Manager

Base annual salary: $40,995-$98,565
National average annual salary: $67,000 average
Experience:

Less than 1 year (1%)

1-4 years (38%)
5-9 years (36%)
10-19 years (19%)
20+ years (2%)

Popular skills: Marketing management, strategic marketing, marketing communications, event management, market research
Skills correlated with salaries higher than the national average:

PowerPoint (14% higher salary)
Marketing communications (5% higher salary)
Strategic marketing (1% higher salary)

Potential career progression: Marketing Manager, Marketing Director
Travel requirements: Occasional travel to trade shows may be required.
Educational requirements: Bachelor’s or master’s degree in advertising, marketing (sales and retail), communications, business administration, or a related field is required.
Work schedule: Regular business hours, with some longer hours around deadlines.

Field marketing managers are responsible for overseeing the smooth functioning of franchise businesses. They will analyze the business plans of these stores, how they plan to expand, and if they are operating properly in the given market. These managers develop field marketing plans, including online and event marketing for brand promotion and market research.
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Brand Manager

Base annual salary: $41,321-$113,815
National average annual salary: $75,000
Experience:

Less than 1 year (2%)
1-4 years (33%)
5-9 years (37%)
10-19 years (22%)
20+ years (6%)

Popular skills: Branding, strategic marketing, marketing management, product marketing, marketing communications
Skills correlated with salaries higher than the national average:

Strategic marketing (12% higher salary)
Marketing management (11% higher salary)
Product marketing (8% higher salary)

Potential career progression: Marketing Director, Vice President of Marketing, Product Marketing Manager, Brand Marketing Manager, Senior Brand Manager
Educational requirements: Bachelor’s degree recommended
Work schedule: Regular business hours.

Customer-facing businesses often have one or more brand managers, assigned to one or more trademarked products of business lines. The brand manager’s job is to understand and manage how a brand is exposed to and perceived by the public. Normally, brand managers work with a staff within the marketing department. Brand managers analyze the intended market for a brand or product, then design strategies to better position the brand’s products or services in the marketplace. This process takes place before launching a new product or business line, or to bolster an existing brand’s position.
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Marketing Research Analyst

Base annual salary: $35,043-$70,669
National average annual salary: $49,000
Experience:

Less than 1 year (13%)
1-4 years (63%)
5-9 years (16%)
10-19 years (6%)
20+ years (2%)

Popular skills: Data analysis, marketing research, Microsoft Excel, SPSS, SAS
Skills correlated with salaries higher than the national average:

SAS (9% higher salary)
Data analysis (2% higher salary)
SPSS (1% higher salary)

Potential career progression: Marketing Manager, Market Research Manager, Senior Marketing Research Analyst, Project Director of Marketing Research
Educational requirements: Bachelor’s degree recommended

A marketing research analyst is mainly responsible for interpreting information from department reports, as well as presenting recommendations based on those analyses. Responsibilities can include working with the marketing team to plan and implement content strategies, maximize customer acquisition and retention, and explore data analyses to further departmental understanding of consumer experiences. Analysts should also have a knowledge of trends in the marketing field and database query and analysis.
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Demand Generation Director

Base annual salary: $83,806-$158,781
National average annual salary: $130,000
Experience:

Less than 1 year (0%)
1-4 years (13%)
5-9 years (26%)
10-19 years (47%)
20+ years (14%)

Popular skills: Lead generation, strategic marketing, online marketing, Marketo
Skills correlated with salaries higher than the national average:

Lead generation (1% higher salary)

Educational requirements: Bachelor’s degree may be required.

Demand generation directors are responsible for developing and leading a company’s generation strategies for content, outreach, searches, and other digital tactics which produce leads that turn into customers. These directors manage both online and offline demand campaigns and also design, test, automate, and execute new campaigns. Demand generation directors should be able to develop close working relationships with sales teams. Advanced knowledge of B2B marketing practices in automating and generating content and nurturing new lead sources, as well as database management, is essential for this position.
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Demand Generation Manager

Base annual salary: $51,076-$109,119
National average annual salary: $81,000
Experience:

Less than 1 year (3%)
1-4 years (41%)
5-9 years (36%)
10-19 years (20%)
20+ years (1%)

Popular skills: Lead generation, online marketing, email marketing, Marketo, strategic marketing
Skills correlated with salaries higher than the national average:

Marketing management (7% higher salary)
Salesforce (5% higher salary)
Lead generation (1% higher salary)

Educational requirements: Bachelor’s degree may be required.

Demand generation managers work to attract more consumers to the item or service being sold, using content, outreach, searches, and other digital tactics which produce leads that turn into customers. To land sales, it is crucial that they create effective advertisements, samples, and reading materials. Demand generation managers in advertising and marketing fields must help companies appeal to their target audiences. These managers should also expect to work with field agents and advertising or marketing professionals on a daily basis. Knowledge of B2B marketing practices in automating and generating content and nurturing new lead sources, as well as database management, is essential for this position.
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Demand Generation Specialist

Base annual salary: $35,376-$80,397
National average annual salary: $55,000
Experience:

Less than 1 year (4%)
1-4 years (65%)
5-9 years (18%)
10-19 years (8%)
20+ years (5%)

Popular skills: Email marketing

Demand generation specialists work across teams to ensure lead generation goals are met. They evaluate and maintain marketing databases and software, and define and segment customers to execute appropriate outreach strategies. They create, design, test, automate, and execute new demand campaigns, and then implement and measure results.
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Email Marketing Manager

Base annual salary: $41,362-$87,199
National average annual salary: $63,000
Experience:

Less than 1 year (2%)
1-4 years (40%)
5-9 years (47%)
10-19 years (10%)
20+ years (1%)

Popular skills: Email marketing, HTML, web marketing, direct marketing, customer relationship management
Skills correlated with salaries higher than the national average:

Customer relationship management (7% higher salary)
Email marketing (5% higher salary)
HTML (1% higher salary)

Educational requirements: Bachelor’s degree in business, marketing, or a related field required, and a master’s degree is often preferred.

Email marketing managers supervise one or more teams of employees who create and execute marketing campaigns across multiple online channels. Their teams must continuously research prospects and potential customers to enhance their own advertising and marketing for their products. Excellent management, leadership, communications, and organizational skills are essential, as is the ability to keep up with the latest industry trends.
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Content Marketing Director

Base annual salary: $54,506-$145,269
National average annual salary: $92,000
Experience:

Less than 1 year (1%)
1-4 years (19%)
5-9 years (30%)
10-19 years (38%)
20+ years (12%)

Popular skills: Content management, people management, copywriting, editing, social media marketing
Skills correlated with salaries higher than the national average:

Strategy development (22% higher salary)
Marketing communications (9% higher salary)
People management (4% higher salary)

Directors of content marketing are responsible for working with teams to develop content strategy and drive demand. They formulate and execute new and effective content marketing strategies, and report on marketing campaigns. They manage and inspire content staff to ensure that content marketing goals are reached.
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Content Strategist

Base annual salary: $38,677-$98,643
National average annual salary: $61,000
Experience:

Less than 1 year (2%)
1-4 years (50%)
5-9 years (29%)
10-19 years (16%)
20+ years (3%)

Popular skills: Content management, copywriting, web content management, editing, project management
Skills correlated with salaries higher than the national average:

Marketing communications (5% higher salary)
Technical writing (5% higher salary)
Project management (2% higher salary)

Educational requirements: Bachelor’s degree in communications, marketing, or a related field is required.
Work schedule: Regular business hours, with more flexibility for freelancers possible.

Content strategists typically develop a plan for content and oversee how that plan is carried out. Content strategists often work closely with social media strategists, marketing professionals, and designers to create a cohesive message; these job roles may overlap, emphasizing the importance of strong communication skills in this position.
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Content Manager

Base annual salary: $35,126-$84,596
National average annual salary: $54,000
Experience:

Less than 1 year (3%)
1-4 years (49%)
5-9 years (27%)
10-19 years (17%)
20+ years (4%)

Popular skills: Content management, web content management, project management, editing, marketing communications
Skills correlated with salaries higher than the national average:

Media/public relations (19% higher salary)
People management (6% higher salary)
Technical writing (1% higher salary)

Educational requirements: Bachelor’s degree in marketing, communications, or a related field may be required. Web-based content providers prefer some HTML programming and layout education or experience.
Work schedule: Irregular hours may be expected

Content managers work with creative staff to develop and maintain materials used by websites, marketing campaigns, media aggregators, and other content channels. Their responsibilities include editing written material for appropriateness of tone, style, and subject matter; reviewing videos and podcasts, and contributing to the layout and graphic presentation of websites. A content manager may manage a creative team providing content in written, video, or audio form, as well as employing freelancers. In smaller organizations, the content manager may be responsible for creating most or all of the content. They help to establish and maintain content standards.
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Social Media Director

Base annual salary: $30,304-$121,340
National average annual salary: $57,000
Experience:

Less than 1 year (2%)
1-4 years (43%)
5-9 years (37%)
10-19 years (16%)
20+ years (2%)

Popular skills: Social media marketing, marketing communications, social media optimization, strategic marketing, media/public relations
Skills correlated with salaries higher than the national average:

Strategic marketing (18% higher salary)
Marketing communications (16% higher salary)

Educational requirements: Bachelor’s degree or higher in marketing, communications, or a related field is required.
Work schedule: Regular business hours with some irregular hours to update social media accounts.

Companies employ social media directors to help build brand loyalty and awareness, develop a customer service strategy, and assist with increasing their market share. The social media director normally interacts with marketing, customer service, sales, and branding managers to help develop and implement a consistent and effective strategy for social media. The social media director is expected to consistently represent the company and its brands or services in direct communications with existing and potential customers.
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Social Media Marketing Manager

Base annual salary: $30,860-$77,117
National average annual salary: $45,000
Experience:

Less than 1 year (4%)
1-4 years (63%)
5-9 years (27%)
10-19 years (5%)
20+ years (1%)

Popular skills: Social media marketing, marketing communications, social media optimization, online marketing, media/public relations
Skills correlated with salaries higher than the national average:

Strategic marketing (16% higher salary)
Copywriting (6% higher salary)
Social media marketing (4% higher salary)

Educational requirements: Bachelor’s degree in marketing, communications, or a related field is preferred.
Work schedule: Regular business hours, and some irregular hours to update social media accounts.

The social media marketing manager is responsible for a company’s online presence on social media platforms. Their work includes analyzing social trends, building brand awareness, and creating engaging social content. These managers must create an environment in which the company can successfully respond to questions and resolve issues or complaints from current and prospective customers. Social media managers could be required to blog for their company, and they may need to solicit and edit posts from other employees.
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Social Media Manager

Base annual salary: $30,653-$72,720
National average annual salary: $44,000
Experience:

Less than 1 year (3%)
1-4 years (67%)
5-9 years (25%)
10-19 years (5%)
20+ years (0%)

Popular skills: Social media marketing, social media optimization, content management, blogging, marketing communications
Skills correlated with salaries higher than the national average:

Strategic marketing (13% higher salary)
Project management (7% higher salary)
Web analytics (5% higher salary)

Potential career progression: Marketing Director, Digital Strategist
Educational requirements: Bachelor’s degree in marketing, communications, or a related field is required.

Social media managers are responsible for managing a brand’s social media pages, profiles, and websites. They must have strong communications skills in order to lead teams of media professionals in achieving social media objectives within given time-frames. Social media managers must work well in a team environment, as well as being able to work well independently with minimal supervision. They implement marketing campaigns to increase brand recognition and customer loyalty, serve as voices and liaisons for their organizations, supervise and approve creative content, and research new marketing techniques. Social media managers must be able to multitask with ease on a variety of projects and prioritize tasks depending on the company’s needs.
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Online Community Manager

Base annual salary: $32,510-$72,935
National average annual salary: $48,000
Experience:

Less than 1 year (4%)
1-4 years (69%)
5-9 years (20%)
10-19 years (6%)
20+ years (1%)

Popular skills: Social media marketing, marketing communications, social media optimization, web content management, customer service
Skills correlated with salaries higher than the national average:

Copywriting (10% higher salary)
Project management (9% higher salary)
Media/public relations (9% higher salary)

Potential career progression: Social Media Manager, Digital Marketing Manager, Social Media Director
Educational requirements: Formal education in marketing and written communication required.
Work schedule: Regular hours or in shifts; some irregular hours for updating social media accounts may be required.

Online community managers are focused on interacting with customers and clients through various online channels, including social media platforms and user forums. Online community managers generally spend a lot of time working independently. They must also be skilled at marketing and mediation as they will often relay information related to new products, specials, or information from the marketing team to their online community.
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Social Media Coordinator

Base annual salary: $29,159-$50,424
National average annual salary: $36,000
Experience:

Less than 1 year (8%)
1-4 years (80%)
5-9 years (11%)
10-19 years (2%)
20+ years (0%)

Popular skills: Social media marketing, marketing communications, social media optimization, web content management, media/public relations
Skills correlated with salaries higher than the national average:

Blogging (17% higher salary)
Copywriting (10% higher salary)
Marketing communications (5 % higher salary)

Potential career progression: Digital Marketing Manager, Social Media Manager
Educational requirements: Bachelor’s degree in marketing or a related field is required.
Work schedule: Regular business hours, with some additional hours during evenings and weekends for events and other promotional duties.

Social media coordinators are responsible for communications on a brand’s social media accounts. They manage campaigns online and generate copies for ads and blogs. Social media coordinators also generate creative ideas to advocate company products or services, take part in creating and distributing newsletters, and update the organization’s online presence through posts and responses to questions. They often work under strict deadlines and must be capable of multitasking while representing their organization positively. They have to stay on top of emerging technologies and trends, and develop effective marketing techniques to promote sales.
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Digital Marketing Manager

Base annual salary: $40,047-$95,962
National average annual salary: $64,000
Experience:

Less than 1 year (1%)
1-4 years (39%)
5-9 years (39%)
10-19 years (18%)
20+ years (2%)

Popular skills: Online marketing, social media marketing, email marketing, content management, search engine optimization
Skills correlated with salaries higher than the national average:

Strategic marketing (10% higher salary)
Search engine marketing (9% higher salary)
Marketing management (7% higher salary)

Potential career progression: Marketing Director
Educational requirements: Bachelor’s degree is required; a master’s degree in marketing and hands-on experience with marketing and ecommerce is preferred.
Work schedule: Regular business hours.

Digital marketing managers are in charge of developing marketing projects using digital channels and tools. They are responsible for creating efficient and effective advertising strategies in digital spaces to promote products or services. Many digital marketing managers focus on increasing sales and brand loyalty by holding events or campaigns to increase awareness and satisfaction. Digital marketing managers must have an expert-level knowledge of ecommerce, search engine optimization (SEO) best practices, and the ever-changing digital marketing landscape.
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Digital Strategist

Base annual salary: $38,237-$99,778
National average annual salary: $61,000
Experience:

Less than 1 year (3%)
1-4 years (48%)
5-9 years (33%)
10-19 years (14%)
20+ years (2%)

Popular skills: Online marketing, social media marketing, strategic marketing, web analytics, search engine optimization
Skills correlated with salaries higher than the national average:

Strategy (11% higher salary)
Strategic marketing (3% higher salary)
Strategic planning (3% higher salary)

Educational requirements: Bachelor’s degree in a relevant area of study is required; a master’s degree is preferred.
Work schedule: Hours depend on workload; may have to work some nights and weekends in addition to regular business hours.

Companies rely on digital strategists to determine how to shape and position its digital products and services. This position requires the ability to analyze large quantities of data and identify the most important pieces of this data for the company and its digital offerings. This includes a vast knowledge of current market trends, as well as competitors’ products and services. Computer skills and interpersonal skills are a must, and a strong knowledge of SEO, SEM, and Microsoft applications are critical.
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Internet Marketing Specialist

Base annual salary: $30,289-$59,867
National average annual salary: $40,000
Experience:

Less than 1 year (6%)
1-4 years (62%)
5-9 years (22%)
10-19 years (9%)
20+ years (1%)

Popular skills: Search engine optimization, social media marketing, search engine marketing, web marketing, email marketing
Skills correlated with salaries higher than the national average:

Web analytics (9% higher salary)
HTML (8% higher salary)
Web content management (7% higher salary)

Potential career progression: Online Marketing Manager
Educational requirements: Associate’s or bachelor’s degree in marketing, business, or a similar field is recommended; educational background in computer sciences is recommended.

Internet marketing specialists create online content to advertise for a business, product, or service. They must create content that is ranked highly by search engines, and that draws their brand’s target audience to the business’s website. By monitoring traffic and performance data from a web marketing campaign, internet marketing specialists are able to optimize keyword usage and search engine results, resulting in more successful marketing campaigns.
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Ecommerce Manager

Base annual salary: $35,192-$92,614
National average annual salary: $53,000
Experience:

Less than 1 year (1%)
1-4 years (46%)
5-9 years (29%)
10-19 years (21%)
20+ years (2%)

Popular skills: Ecommerce, web marketing, project management, content management, customer service
Skills correlated with salaries higher than the national average:

Web development (33% higher salary)
Online marketing (15% higher salary)
Operations management (9% higher salary)

Travel requirements: Very little to no travel is required.
Educational requirements: Bachelor’s degree in marketing or a related field is required.

The ecommerce manager is mainly hired by B2C companies. They will be expected to have working knowledge of HTML, an online reporting tool such as Google Analytics, and other software. An understanding of social media is helpful in this position. The ecommerce manager is responsible for the company website and its appearance; managing staff; making changes to the sales budget; forecasting future prospects; updating promotions and pricing rules on the website; and reviewing sales results and performance for executive reports.
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Search Engine Optimization (SEO) Manager

Base annual salary: $40,284-$88,485
National average annual salary: $61,000
Experience:

Less than 1 year (0%)
1-4 years (46%)
5-9 years (43%)
10-19 years (11%)
20+ years (0%)

Popular skills: Search engine optimization, web analytics, social media marketing, search engine marketing, web content management
Skills correlated with salaries higher than the national average:

Google Analytics (9% higher salary)
Social media marketing (5% higher salary)
Web analytics (2% higher salary)

Educational requirements: Bachelor’s degree is required.
Work schedule: Regular business hours; some positions may offer teleworking.

Search engine optimization (SEO) managers are responsible for improving the search ranking of a company’s website and web pages. While SEO is the main focus, they may also be tasked with getting a company listed in online directories. SEO managers may be asked to design landing pages, making graphic and web page design skills highly beneficial. They have to have an excellent understanding of web analytics, keyword optimization, and more. If there is no specific position dedicated to social media marketing within a company, SEO managers often fulfill these duties, as well. This role can be a supervisory position which may involve leading a group of SEO specialists.
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Search Engine Marketing (SEM) Manager

Base annual salary: $40,629-$91,400
National average annual salary: $64,000
Experience:

Less than 1 year (1%)
1-4 years (56%)
5-9 years (36%)
10-19 years (8%)
20+ years (0%)

Popular skills: Search engine optimization, web analytics, search engine marketing, Google AdWords, online marketing
Skills correlated with salaries higher than the national average:

Online marketing (3% higher salary)
Web analytics (1% higher salary)

Educational requirements: Bachelor’s degree in marketing, computer science, business, statistics, or related fields is required.
Work schedule: Regular business hours.

The search engine marketing (SEM) manager leads a team of marketing associates who are tasked with leveraging search engine advertising networks to increase website visits, conversions, and revenue. There is a heated battle between Google, Bing, and Yahoo in search engine marketing, and multi-platform experience is beneficial. SEM managers must be both creative and great team leaders in making use of advertising budgets to drive ROI.
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Paid Search Manager

Base annual salary: $41,217-$88,652
National average annual salary: $61,000
Experience:

Less than 1 year (0%)
1-4 years (62%)
5-9 years (29%)
10-19 years (7%)
20+ years (3%)

Popular skills: Search engine marketing, Google AdWords, Google Analytics, Microsoft Excel
Skills correlated with salaries higher than the national average:

Search engine marketing (9% higher salary)
Microsoft Excel (9% higher salary)

Paid search managers are responsible for developing and implementing paid search strategies, taking advantage of trends and technological changes, and creating metrics to measure success. They test and update tools and keyword strategies, and write reports and presentations to communicate strategies, needs, and results.
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Pay-Per-Click (PPC) Manager

Base annual salary: $35,398-$66,167
National average annual salary: $48,000
Experience:

Less than 1 year (4%)
1-4 years (71%)
5-9 years (19%)
10-19 years (5%)
20+ years (1%)

Popular skills: Google AdWords, Google Analytics, search engine marketing, search engine optimization
Skills correlated with salaries higher than the national average:

Google AdWords (8% higher salary)
Search engine marketing (4% higher salary)

Educational requirements: Bachelor’s degree in computer sciences or a related field and certification in Google AdWords may be required.

Pay-per-click (PPC) managers are responsible for attracting traffic from search engines to company websites. Search engine optimization (SEO) duties may also be part of the job. These managers often work with marketing and design departments to create advertisements which improve click-through rates to the website, and success in this job may be measured by the amount of clicks generated by these campaigns. PPC managers must have a working knowledge of web analytics to determine which strategies were successful and how they can be improved. It is essential that managers stay up-to-date with all the latest developments in search marketing. They may also be responsible for performing consumer-testing and surveys.
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Communications Director

Base annual salary: $37,955-$116,284
National average annual salary: $63,000
Experience:

Less than 1 year (1%)
1-4 years (22%)
5-9 years (27%)
10-19 years (34%)
20+ years (16%)

Popular skills: Marketing communications, media/public relations, corporate communications, social media marketing, strategic marketing
Skills correlated with salaries higher than the national average:

Strategic planning (25% higher salary)
Corporate communications (24% higher salary)
Editing (15% higher salary)

Potential career progression: Executive Director (Nonprofit Organization), Director of Development (Nonprofit Organization), Marketing Communications Director, Corporate Communications Director
Educational requirements: A degree in communications, marketing or another related field is required.
Work schedule: Regular business hours, with some irregular hours for event, monitoring press, and dealing with emergencies.

Communications directors oversee the information and messaging their company delivers to the public, with a strong focus on media and public relations. They act as their company’s spokesperson and work to develop and implement plans for communicating their company’s mission. They may hold press conferences, write up press releases, respond to media requests from journalists in TV and print media, and more. Communications directors typically train department employees and monitor their effectiveness, especially when engaging with the media. They are responsible for creating a positive image of their company with the press, and that involves ensuring that anyone speaking to a journalist or another member of the media is fully trained in what to say and how to say it.

Because much of a company’s image depends on relations with the local government and public, communications directors may also attend community meetings on behalf of the company or implement volunteer programs focused on community outreach. Communication directors must have experience in dealing with emergencies and crises. Negative press may come out about a company, and they need to be on top of it. They must plan for these types of emergencies and respond effectively.
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Communications Manager

Base annual salary: $38,808-$92,054
National average annual salary: $59,000
Experience:

Less than 1 year (1%)
1-4 years (31%)
5-9 years (35%)
10-19 years (24%)
20+ years (9%)

Popular skills: Marketing communications, media/public relations, corporate communications, social media marketing, project management
Skills correlated with salaries higher than the national average:

Corporate communications (18% higher salary)
Strategic planning (10% higher salary)
Project management (5% higher salary)

Potential career progression: Marketing Director, Marketing Communications Manager, Communications Director, Senior Manager of Corporate Communications
Educational requirements: Bachelor’s degree in marketing, journalism, or a related field is required.
Work schedule: Regular business hours.

Communications managers shape and facilitate internal and external messaging for their company, in order to maintain its positive image. They have to have good interpersonal skills to work with other companies, company clientele, and many departments within the organization. Communications managers can work alone or in a team setting. They work with marketers, writers, graphic designers, and others to develop and promote the image that the company wants to project.
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Communications Coordinator

Base annual salary: $30,821-$56,033
National average annual salary: $39,000
Experience:

Less than 1 year (5%)
1-4 years (62%)
5-9 years (19%)
10-19 years (10%)
20+ years (4%)

Popular skills: Marketing communications, media/public relations, social media marketing, web content management, Microsoft Office
Skills correlated with salaries higher than the national average:

Corporate communications (8% higher salary)
Project management (8% higher salary)
Adobe Photoshop (4% higher salary)

Potential career progression: Marketing Manager, Marketing Communications Manager, Communications Manager, Communications Specialist, Communications Director
Educational requirements: Bachelor’s degree in communications, public relations, or a related field is required.

Communications coordinators handle tasks for their company’s marketing communications inside and outside of the business. They are responsible for maintaining their company’s reputation with employees and with the general public. They often work closely with senior communications staff to develop and execute projects, create marketing publications, coordinate events, and maintain guidelines set by the company. This type of work often takes place in a demanding, fast-paced environment. The communications coordinator must be able to handle a large workload while keeping a positive attitude, and have excellent customer service skills. They must be able to deal with conflict in a professional manner, and they need to be able to follow through on projects with little to no supervision.
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Marketing Communications Manager

Base annual salary: $41,642-$93,568
National average annual salary: $64,000
Experience:

Less than 1 year (1%)
1-4 years (23%)
5-9 years (35%)
10-19 years (28%)
20+ years (12%)

Popular skills: Marketing communications, branding, strategic marketing, marketing management, media/public relations
Skills correlated with salaries higher than the national average:

Branding (7% higher salary)
Strategic marketing (6% higher salary)
Marketing management (5% higher salary)

Potential career progression: Marketing Director, Senior Marketing Manager, Marketing Communications Director, Communications Director, Senior Manager of Corporate Communications
Educational requirements: Bachelor’s degree in marketing, communications, or a related field is required.

Marketing communications managers focus on marketing efforts that promote brand awareness. One of their main responsibilities is to gain and maintain a good customer base, including customer retention and satisfaction. They develop and implement marketing and advertising strategies, so it’s important for them to be knowledgeable about new technology and methods of advertising. Marketing communications managers typically supervise a team, and are responsible for ensuring that staff are trained on company policies, advertising strategies, and other marketing resources. It is critical for the marketing communications manager to analyze the competition and respond in a way that helps their company rise to the top.
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Corporate Communications Manager

Base annual salary: $50,848-$105,513
National average annual salary: $78,000
Experience:

Less than 1 year (0%)
1-4 years (16%)
5-9 years (37%)
10-19 years (33%)
20+ years (14%)

Popular skills: Corporate communications, media/public relations, marketing communications, social media marketing, technical writing
Skills correlated with salaries higher than the national average:

Employee relations (10% higher salary)
Media/public relations (2% higher salary)

Potential career progression: Corporate Communications Director, Vice President of Public Relations and Corporate Communications
Educational requirements: Bachelor’s degree in communications, public relations, or a related field is required.

Corporate communications managers are in charge of managing their company’s public messaging. They are responsible for approving company statements and for drafting corporate communications. They also manage public relations initiatives and develop partnerships with other agencies to further both organizations’ objectives. Their main duties include handling media inquiries, creating and distributing press releases, overseeing social media efforts, developing content for campaigns, ensuring the company is up to date with current marketing trends, and helping to simplify complex technical topics for consumer audiences.
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Public Relations (PR) Manager

Base annual salary: $39,484-$95,844
National average annual salary: $61,000
Experience:

Less than 1 year (2%)
1-4 years (26%)
5-9 years (40%)
10-19 years (25%)
20+ years (7%)

Popular skills: Media/public relations, marketing communications, social media marketing, corporate communications, Microsoft Office
Skills correlated with salaries higher than the national average:

Corporate communications (12% higher salary)
Technical writing (10% higher salary)
Media/public relations (2% higher salary)

Potential career progression: Marketing Director, Public Relations Director, Communications Director, Corporate Communications Director
Travel requirements: Some minor travel may be required for events or training.
Educational requirements: Bachelor’s degree in public relations, communications, or a similar field is required.

The public relations manager is responsible for maintaining and improving the organization’s public image. They develop and execute campaigns to boost brand and business awareness. The public relations manager is responsible for working with other departments to ensure content is accurate, measuring the success of campaigns to determine their effectiveness, managing social media for the company, and representing the company to the media.
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Copywriter

Base annual salary: $31,000-$68,345
National average annual salary: $45,000
Experience:

Less than 1 year (6%)
1-4 years (58%)
5-9 years (22%)
10-19 years (10%)
20+ years (4%)

Popular skills: Copywriting, editing, marketing communications, advertising, Microsoft Office
Skills correlated with salaries higher than the national average:

Advertising (7% higher salary)
Marketing communications (2% higher salary)

Potential career progression: Marketing Manager, Marketing Communications Manager, Senior Copywriter, Creative Director, Associate Director of Creative Services
Travel requirements: Some travel may be required for client meetings.
Educational requirements: Some agencies require a IPA Foundation Certificate.
Work schedule: Regular business hours, with longer hours around deadlines.

A copywriter works mainly in advertising, writing ads and promotional materials for companies’ marketing campaigns. The ability to deliver a powerful message through a few words or images is essential. Copywriters spend most of their time developing slogans and advertisements using the creative process. This generally involves meeting with the client to discuss their target audience and concepts they want to portray. Copywriters develop ideas to present to the client, modify them to suit the client’s needs, and oversee the final production of the materials.
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Media Manager

Base annual salary: $36,848-$86,787
National average annual salary: $55,000
Experience:

Less than 1 year (1%)
1-4 years (46%)
5-9 years (29%)
10-19 years (19%)
20+ years (6%)

Popular skills: Media management, advertising, marketing communications, public/media relations, strategic planning
Skills correlated with salaries higher than the national average:

Strategic planning (15% higher salary)
Advertising (8% higher salary)
Microsoft Word (8% higher salary)

Potential career progression: Media Director
Travel requirements: Travel is required in some cases.
Educational requirements: Master’s degree in business administration is typically required.
Work schedule: Regular business hours.
Media managers are responsible for overseeing interactions with the media and improving the effectiveness of press and publicity strategies. They make sure their company’s image is presented in a consistent and coordinated manner, while handling breaking news or crisis management situations as they arise. They are also responsible for analyzing and measuring the results of all media projects. Media managers often transition into media director positions, which have much higher salaries (national average annual salary of $81,000).
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Event Manager

Base annual salary: $33,067-$70,264
National average annual salary: $48,000
Experience:

Less than 1 year (2%)
1-4 years (39%)
5-9 years (33%)
10-19 years (22%)
20+ years (5%)

Popular skills: Event management, event planning, budget management, contract negotiation, project management
Skills correlated with salaries higher than the national average:

Budget management (10% higher salary)
Contract negotiation (8% higher salary)
Project management (5% higher salary)

Potential career progression: Marketing Manager, Special Events Manager, Senior Event Manager, Catering Sales Manager, Director of Events
Educational requirements: Bachelor’s degree in business, marketing, or communications is required.

Event managers create, schedule, and bring to life events like conferences and parties. They usually work with clients in order to determine their preferences and plan the event based on their needs and budgets. Negotiation skills are useful for obtaining good prices with contractors and vendors. Event managers may also be tasked with publicizing and marketing events.
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Promotions Manager

Base annual salary: $28,453-$84,977
National average annual salary: $46,000
Experience:

Less than 1 year (2%)
1-4 years (39%)
5-9 years (33%)
10-19 years (21%)
20+ years (6%)

Popular skills: Promotions, social media marketing, people management, marketing management, event planning
Potential career progression: Marketing Manager
Educational requirements: High school diploma or equivalent is required; associate’s degree or higher is preferred.
Work schedule: Regular business hours.

Promotions managers are responsible for supervising promotion programs to raise point-of-sale transactions through advertising deals or specials that encourage prospective customers to purchase products. They work with their company’s marketing and sales teams to develop and improve effective promotions strategies. They are responsible for executing promotions strategies and ensuring that in-store graphics are accurate and meet organizational standards. Promotions managers are also responsible for evaluating marketing campaigns, adjusting strategies as needed, and making sure campaigns are within budget.
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Direct Marketing Manager

Base annual salary: $39,184-$97,289
National average annual salary: $64,000
Experience:

Less than 1 year (5%)
1-4 years (22%)
5-9 years (31%)
10-19 years (25%)
20+ years (17%)

Popular skills: Direct marketing, email marketing

Direct marketing managers are responsible for keeping in contact with key markets by investigating the operations and local conditions, as well as evaluating and providing analysis to management for new products and international market opportunities. They also plan and implement sales programs for products, and manage advertising or promotional programs.
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Media Buyer

Base annual salary: $32,999-$59,928
National average annual salary: $44,000
Experience:

Less than 1 year (4%)
1-4 years (59%)
5-9 years (18%)
10-19 years (13%)
20+ years (6%)

Popular skills: Negotiation, media management, account management, Microsoft Excel, advertising
Skills correlated with salaries higher than the national average:

Data analysis (36% higher salary)
Account management (2% higher salary)
Negotiation (1% higher salary)

Potential career progression: Media Supervisor, Media Planner/Buyer, Senior Media Planner/Buyer, Media Director
Travel requirements: Some travel is required.
Educational requirements: Usually there are no formal educational requirements.

A media buyer is responsible for purchasing the media “real estate” that will be the most beneficial for their company’s marketing and advertising needs. This media real estate can include ad space on television, the radio, and the internet. Media buyers are also responsible for using analytics to track consumers’ response to an ad.
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Advertising Manager

Base annual salary: $34,483-$84,900
National average annual salary: $57,000
Experience:

Less than 1 year (2%)
1-4 years (31%)
5-9 years (25%)
10-19 years (25%)
20+ years (18%)

Popular skills: Advertising, social media marketing, graphic design, marketing management, project management
Skills correlated with salaries higher than the national average:

Strategic marketing (40% higher salary)
Marketing management (34% higher salary)
Email marketing (18% higher salary)

Potential career progression: Marketing Manager, Marketing Director
Educational requirements: Bachelor’s degree in marketing or a related field is required; relevant industry certifications may be preferred.

Advertising managers are responsible for planning and implementing advertising programs for their company, while maintaining a unified brand message across different channels. They constantly communicate with internal and external partners to develop effective marketing campaigns within critical markets. Advertising managers spend some of their time researching advertising trends, analyzing results of advertising campaigns, and conducting surveys to make recommendations for increasing company profitability.
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Creative Director

Base annual salary: $44,426-$152,383
National average annual salary: $85,000
Experience:

Less than 1 year (1%)
1-4 years (13%)
5-9 years (20%)
10-19 years (45%)
20+ years (21%)

Popular skills: Adobe Photoshop, graphic design, branding, Adobe Illustrator, design
Skills correlated with salaries higher than the national average:

User interface design (15% higher salary)
Team leadership (9% higher salary)
Strategic marketing (8% higher salary)

Potential career progression: Marketing Manager, Marketing Director, Vice President of Marketing, Marketing Communications Director, Creative Services Director
Educational requirements: A technical or bachelor’s degree in graphic design, advertising, media, or a similar field is required.
Work schedule: Regular business hours, although hours may vary by position.

A creative director leads a team responsible for developing and implementing creative work, including projects in graphic design, advertising, music, media, or similar fields. Creative directors typically fall into two categories: an in-house creative director or an agency creative director. An in-house creative director is typically responsible for marketing campaigns and creative tasks for large companies, while a creative director in an agency handles creative projects for a large number of clients.
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Art Director

Base annual salary: $40,217-$93,966
National average annual salary: $62,000
Experience:

Less than 1 year (1%)
1-4 years (21%)
5-9 years (28%)
10-19 years (34%)
20+ years (16%)

Popular skills: Adobe Photoshop, graphic design, Adobe Illustrator, Adobe InDesign, design
Skills correlated with salaries higher than the national average:

User interface design (21% higher salary)
Adobe AfterEffects (8% higher salary)
Project management (4% higher salary)

Potential career progression: Senior Art Director, Creative Director, Associate Director of Creative Services, Creative Services Manager, Creative Services Director
Educational requirements: Bachelor’s degree is required.

Art directors coordinate concept-and-design efforts for marketing promotions. Typically, art directors have a conceptual focus and will delegate work to graphic designers, photographers, and other creative staff. It is important for art directors to be proficient in Adobe Photoshop and other design suites in order to provide leadership and cover for their staff when necessary. Art directors are responsible for setting project deadlines and managing employees to ensure that they’re working in an efficient manner.
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Digital Media Specialist

Base annual salary: $31,035-$65,756
National average annual salary: $42,000
Experience:

Less than 1 year (4%)
1-4 years (62%)
5-9 years (21%)
10-19 years (10%)
20+ years (3%)

Popular skills: Social media marketing, Adobe Photoshop, graphic design, video editing, web content management
Skills correlated with salaries higher than the national average:

Project management (10% higher salary)
Search engine marketing (9% higher salary)
Online marketing (8% higher salary)

Educational requirements: Bachelor’s degree in media design, digital media, or a similar field is required.

Digital media specialists are responsible for creating digital assets for their company that increases brand loyalty. They are in charge of organizing digital resources for media campaigns and must be an excellent team player, while also able to work well independently. Additionally, digital media specialists need to be problem solvers who are able to multitask effectively. Their major responsibilities include creating online ads, seasonal content, newsletters, and calendars; managing the functionality of interactive flash files; and maintaining web-related media and updating existing resources as needed. They also have a strong knowledge of advanced graphic design techniques and stay on top of current design trends.
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Graphic Designer

Base annual salary: $29,867-$59,211
National average annual salary: $39,000
Experience:

Less than 1 year (3%)
1-4 years (48%)
5-9 years (26%)
10-19 years (16%)
20+ years (7%)

Popular skills: Adobe Photoshop, Adobe Illustrator, Adobe InDesign, graphic design, design
Skills correlated with salaries higher than the national average:

Adobe AfterEffects (4% higher salary)
Web design (2% higher salary)
Project management (2% higher salary)

Potential career progression: Art Director, Senior Graphic Designer, Web Designer, Creative Director
Educational requirements: It is common for designers to hold degrees from art school or other undergraduate institutions.
Work schedule: Long hours are frequent.

Graphic designers use color, illustrations, fonts, and layout to facilitate visual communication around a brand message or product. They design logos, product packaging, print materials, and websites, among many other things. Graphic designers are found serving companies in different capacities and in a range of industries, and many are self-employed as freelancers. Because graphic design is often deadline-driven, designers frequently work long hours. Most graphic designers specialize in one or two areas, such as print, web design, poster design, or corporate identity.
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