How To Be a Good Marketing Manager (With Top 10 Qualities)

By Indeed Editorial Team

Published 30 August 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

As a marketing manager, it's your responsibility to oversee a team of marketing professionals. Depending on your company, you may focus on areas, like social media, email marketing, SEO and traditional marketing. As you develop marketing campaigns, you're also responsible for ensuring your team is productive and successful, meaning you need to know how to be a good marketing manager. In this article, we look at 10 characteristics of a good marketing manager and share steps on how to become one.

Related: 10 Common Leadership Styles (Plus How To Use Them)

10 qualities of a good marketing manager

Here are 10 essential qualities of a good marketing manager:

1. Effective communicator

Communicating with your team members, clients and target audience is a big part of a marketing manager's job. Along with being able to convey your ideas verbally, you also need to do so through writing and digital forms of communication. As a manager, you also need to be an active listener. This means attempting to understand what others are trying to say to you while giving them thoughtful responses.

Related: How To Improve Your Listening Skills (With Tips)

2. Strong leader

Being a strong leader includes the ability to motivate and direct the work of others. Marketing managers use this skill to guide the work of their teams to complete tasks that support marketing activities and achieve marketing objectives. Being a good leader also means you can effectively address your team members' concerns, overcome conflict, set clear expectations and inspire others to grow in their roles.

Related: 18 Good Leadership Qualities for Career Success

3. Empathic personality

When managing a team, you need to be empathetic to their needs. This means being understanding as different questions or concerns arise. Having an empathetic personality can also help you create better marketing campaigns. You can use this quality to imagine the needs and wants of your target audience. By envisioning how others feel, you can help your marketing messages better resonate with audiences.

4. Resourceful

Most marketing campaigns come with a budget, meaning that you need to be resourceful with what you have. A good marketing manager knows how to stretch their budget, using free marketing tools for what they can. They may also use A/B tests to determine which campaign direction is worth the marketing department's money. They may even reach out to their professional network for marketing advice that can save the team money.

5. Witty and creative

Having a strong wit can help you create more memorable campaigns. Marketing managers are often responsible for writing copy, which requires you to be clever with your words. Creativity can also help you think of better ways to reach your audience. You can think up new visuals to use or platforms to test your work.

6. Analytical thinker

This quality involves the ability to extract and interpret meaningful information from raw data. Marketing managers use this skill to evaluate market conditions, identify target demographics, project marketing outcomes, support informed decisions about marketing campaigns and quantify outcomes to evaluate success.

You need to use information to draw meaningful conclusions and apply existing knowledge to evaluate new information in a different context. Marketing managers use these skills to adjust marketing campaigns based on past success and design effective campaigns based on new information about target markets and demographics.

7. Technologically savvy

This quality includes the ability to use word processing, data analytic and presentation software, along with applicable marketing software. It also includes the ability to learn and understand various social media outlets. Marketing managers use these skills to communicate marketing strategies, analyse marketing or financial data, develop marketing campaigns and monitor marketing conditions.

8. Eager learner

Marketing is an ever-changing field, which means that if you want to be a good marketing manager, you need to keep up with your marketing knowledge. Whether you decide to go back to school or just following marketing publications, having the desire to learn may impress employers. When in this role, you need to be aware of the latest marketing trends and updates.

9. Innovative

As marketing continues to become saturated, marketing managers need to be innovators in their field. It's your job to create new ways to reach your audience and stand out from competitors. As digital marketing is commonplace, you need to know how to use the latest technology and social media features to get your message across to consumers.

10. Patient

The results of your marketing campaigns take time, which can require a great deal of patience. Before you see conversions or sales increase, your team is going to need to put in the work. Some campaigns last months, requiring you to monitor and tweak them as they progress. Reaching a target audience and building brand awareness takes time, effort and resources.

Related: Management Skills: Definitions and Examples

How to be a good marketing manager

Follow these steps if you want to learn how to become a good marketing manager:

1. Ask for feedback

Throughout the year, make sure you're getting feedback from your team members. Ask them to fill out an anonymous survey to learn how they view your managerial abilities. Along with having them rank your abilities, leave blank spaces for them to write their thoughts. Upon reviewing this feedback, create a plan to implement ideas from your team and focus on your areas for improvement.

2. Give your team recognition

Along with critiquing your team's work, make sure you are offering positive feedback and praise. A good manager wants to encourage their team to do good work, and giving praise is an excellent way to do this. It can also boost your team members' confidence, create a positive work environment and increase employee job satisfaction.

3. Set clear goals

If you want your team to perform well, then you need to set clear goals and expectations for them. This means having regular check-ins to go over these company objectives. When helping them create goals, use the SMART method. This means that goals are specific, measurable, attainable, relevant and time-bound. By checking off each one of these requirements, you can help them create more realistic goals that align with your company's needs.

4. Find a mentor

When first getting started in this leadership role, consider finding a mentor who has management experience. This person can be quite helpful as you figure out how to both manage a team and create effective marketing campaigns. Ask them for advice about being a marketing manager. You could start with some of these questions:

  • What tools did you use as a marketing manager?

  • How do you help your team stay organised?

  • What is the best part of being a leader?

  • What is the most challenging part of being a leader?

  • What helped you acclimate to a management role?

  • What can I do to help employees thrive?

  • What are some strategies to set goals?

  • What are some effective ways to reward my team?

5. Implement team-building activities

Good managers have different strategies to build relationships among team members. When employees grow close to one another, they may have better communication and collaboration. That's because they better understand each other's working styles and personalities. Consider the following team-building activities to help form these connections:

  • Ice-breaker questions

  • Team lunches

  • Friendly competitions

  • Optional after-work game nights

6. Admit your mistakes

Even those in leadership positions make mistakes. Set a good example for your team by admitting your faults and taking responsibility for them. Show that you can use your problem-solving skills to come up with solutions rather than solely focusing on the problem. When your team members make mistakes, encourage them to speak up and help you find a way to fix the situation. Emphasise that this can be a learning experience for everyone involved.

7. Find ways to stay organised

Keeping your work in order is an important part of being a good marketing manager. You need to be able to manage various deadlines and projects while also keeping track of your team. To improve your organisation, consider different time-management or project-management software. Consider setting up a system for employees to submit their work, so you can find it all in one place. Simplifying your workflow is an essential part of staying organised.

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