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 1261 Marketing Manager (General) job postings in North Carolina in the past year and 45266 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 2016:
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 $132,571.
State
The average estimated salary in North Carolina for this career, based on job postings in the past year, is $129,192.
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 $107,972.
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 | 58.23% |
| Master's Degree | 17.23% |
| Doctoral Degree | 1.1% |
| Other | 3.9% |
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 | 12.15% |
| 3 to 5 years | 58.86% |
| 6 to 8 years | 20.57% |
| 9+ years | 8.42% |
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 (65.06%)
- Sales (56.59%)
- Leadership (36.61%)
- Management (31.95%)
- Planning (25.7%)
- Presentations (23.76%)
- Detail Oriented (23.23%)
- Innovation (20.62%)
- Customer Service (19.27%)
- Writing (19.06%)
Defining Skills
A core skill for this occupation, it occurs frequently in job postings.
- Campaign Management (7.38%)
- Business-To-Business (B2B) Marketing (6.73%)
- Email Marketing (13.16%)
- Digital Marketing (25.35%)
- Marketing Strategies (41.71%)
- Marketing (95.6%)
- Marketing Management (63.2%)
- Project Management (32.73%)
- Marketing Channel (8.28%)
- Strategic Marketing (9.63%)
- Social Media (24.92%)
- Marketing Budgets (9.72%)
Necessary Skills
A skill that is requested frequently in this occupation but isn’t specific to it.
- Promotional Materials (3.98%)
- Go-to-Market Strategy (12.25%)
- Marketing Materials (12.6%)
- Newsletters (6.04%)
- Data Analysis (11.35%)
- Business To Business (13.36%)
- Business Development (9.1%)
- Business Marketing (10.89%)
- Analytics (17.64%)
- Customer Relationship Management (19.92%)
- Brand Awareness (12.33%)
- Customer Engagement (7.78%)
- Brand Management (7.5%)
- Brochures (4.21%)
- Content Creation (12.66%)
- Public Relations (7.56%)
- Key Performance Indicators (KPIs) (17.56%)
- Search Engine Optimization (14.24%)
- Google Analytics (8.46%)
- Marketing Communications (13.64%)
- Market Research (13.73%)
- Lead Generation (12.81%)
- Press Releases (3.38%)
- Product Marketing (12.77%)
- Market Trend (9.25%)
- Salesforce (11.31%)
- Product Management (8.66%)
- New Product Development (9.19%)
- Performance Metric (8.61%)
- Branding (8.22%)
- Value Propositions (8.01%)
- Sales Prospecting (7.02%)
- Target Audience (9.2%)
Distinguishing Skills
A skill that may distinguish a subset of the occupation.
- Account-Based Marketing (3.72%)
- Marketing Mix (1.04%)
- Content Marketing (6.37%)
- Demand Generation (10.56%)
- Multi-Channel Marketing (4.55%)
- Integrated Marketing Communications (9.5%)
- Marketing Automation (12.05%)
- Marketing Performance Measurement And Management (7.24%)
- Search Engine Marketing (5.55%)
- Marketo (5.42%)
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.
- Account-Based Marketing (13.14%)
- Business-To-Business (B2B) Marketing (23.77%)
- Demand Generation (37.29%)
- Marketing Channel (29.24%)
- Marketing Performance Measurement And Management (25.55%)
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
- Sales and Marketing Manager
- Partner Marketing Manager
- Channel Marketing Manager
- Regional Marketing Manager
- Marketing Program Manager
- Integrated Marketing Manager
- Performance Marketing Manager
- Lifecycle 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
- Amazon (1126)
- Lumen Technologies (821)
- Veralto (521)
- Johnson & Johnson (425)
- Confluent (323)
- General Motors (265)
- Cribl (263)
- Meta (260)
- Robert Half (260)
- DLA Piper (224)
North Carolina
- GlaxoSmithKline (25)
- Lenovo (25)
- Thermo Fisher Scientific (23)
- Lumen Technologies (16)
- Red Hat (15)
- Labcorp (14)
- Veralto (14)
- Brightspeed (13)
- Bell Partners (11)
- Truist Financial (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!
- 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.