9 Types of Marketing Jobs: Salaries, Skills, and Responsibilities

Businesses and brands continually seek new ways to enhance and promote their product offerings, thereby appealing to consumers and generating a profit. Businesses employ a range of marketing and advertising strategies, including through the web, social media, email, and more traditional methods such as word-of-mouth and print advertising.

Companies hire marketers to manage and oversee this aspect of their business, allowing them to continuously implement new and existing strategies that promote their products and services, and encourage repeat purchases and revenue. Companies hire for a variety of marketing-related positions to take charge of this area of their business, enabling their business to thrive and reach their goals.

Aspiring marketers usually pursue Bachelor’s degrees in Marketing, Communications, Business Administration, and Public Relations, or in an adjacent industry where they can apply their transferable skills to the field of marketing. Some marketers who want to enhance their skill set and pursue higher education degrees beyond a Bachelor’s level also return to school for a Master’s in Marketing, Advertising, or an MBA (Master of Business Administration). Obtaining these degrees allows them to gain advanced knowledge and learn about marketing and related subjects, tackle case studies, and apply their knowledge and skill set to real-world situations.

For those who seek to pivot into marketing later in life, after either obtaining a degree in a related (or even non-related field), some turn to taking certificate courses, whether online or in-person, where they can still learn about and delve into marketing and include these certifications on their resume to appeal to potential employers.

Becoming a marketer also requires a specific set of skills to carry out the job effectively. These skills range from having digital marketing, SEO, content creation, social media, and communication skills, to being able to collaborate and communicate effectively with others, be creative, know and understand how to think outside of themselves to pinpoint customer’s needs and pain points, and being able to take charge and lead a team, and know how to adapt to situations that change. If you want to learn more about the different types of marketing jobs that are out there, what’s needed to pursue these roles, and the average amount of money they can make, check out the list below about the nine types of marketing jobs.

1. Digital Marketer

Average Salary: $77,000

Skills: Digital marketing, SEO, social media marketing, CRM, social media and graphic design tools, strategic planning, critical thinking, curiosity.

Digital marketers are one of the pillars of how brands market themselves in today’s digital world. Digital marketers are responsible for developing, producing, executing, and implementing marketing strategies across various digital networks, primarily through the web, email, and social media. Digital marketers ideate and develop campaign strategies to promote, market, and advertise a brand’s product and service offerings. Digital marketers must understand how to be in tune with a customer’s needs and pain points and build-out campaigns based on these aspects, understand CRM (customer-relationship management) and how it works, have a firm grasp of social media marketing and planning, and SEO, and understand how to use these CRM, social planning, and SEO tools across platforms. As a digital marketer, it’s also beneficial to have some graphic design skills and knowledge to create engaging content and develop effective campaigns. It’s also key to have soft skills, such as strategic planning, critical thinking, and curiosity about brand audiences and consumers, when it comes to campaign development.

2. Marketing Manager

Average Salary: $83,000

Skills: Marketing strategy, campaign management, product marketing, consumer behavior analysis, project management, email marketing, problem-solving, strategic thinking, leadership.

Marketing managers are responsible for overseeing and leading a business’s marketing team, as well as developing and implementing their own marketing strategies to drive a brand’s success and achieve and exceed set KPIs. Marketing managers must possess in-depth knowledge of various marketing sectors, including campaign management, email marketing, product marketing, and the development of marketing campaigns in general. They must also know how to develop their own original marketing strategy, understand consumer behavior, analyze these consumer sentiments, and be able to lead and manage a team. Marketing managers must also have strong problem-solving and strategic thinking skills, as well as the ability to manage and lead projects through team collaboration and utilize project management platforms, like Asana and Airtable.

3. Marketing Coordinator

Average Salary: $51,000

Skills: Marketing coordination, project coordination and collaboration, campaign management, campaign performance tracking, content scheduling, CRM management, Social media tools, Adaptability, problem-solving, organization.

Marketing coordinators are responsible for supporting a business’s marketing efforts, working alongside the business’s marketing team to coordinate and manage certain aspects of the business’s campaigns and overall efforts, seeing projects all the way through to completion, and making sure that all marketing deadlines are achieved on time as set out by the team. Marketing coordinators must possess excellent marketing coordination and project management skills, be able to handle and manage various aspects of a project’s deliverables, and coordinate and collaborate with team members proactively. In some cases, they may also be responsible for scheduling content. Marketing coordinators must also know how to use analytics and metrics tracking tools to track campaign performance and overall metrics, understand customer relationship management, and utilize CRM tools by platforms like Salesforce and HubSpot. Likewise, marketing coordinators should also possess some knowledge of social media management and know how to use social media tools, such as Buffer and Hootsuite. They must also be adaptable, good at problem-solving, and organized.

4. Marketing Research Analyst

Average Salary: $75,000

Skills: Market research and analysis, strategic planning and marketing, brand monitoring, competitor analysis, A/B testing, KPI tracking and analysis, data forecasting, KPI software, SQL, critical thinking, attention to detail.

Marketing research analysts focus on the analytical side of marketing. They’re tasked with analyzing the consumer market, predicting trends and forecasts based on their findings, analyzing market research, and internal company marketing data to help propel a business’s marketing campaign success. Marketing research analysts also support a brand’s strategic marketing development, enabling them to implement the most effective strategies based on research findings, data, and analysis. Marketing research analysts must understand how to conduct A/B testing, use KPI software to track and analyze key performance indicator data and metrics, know how to forecast and predict consumer data trends, and have soft skills like being able to think critically, have an analytical mindset, a strong attention to detail, and be able to present their findings cohesively and understandably for others.

5. Product Marketing Manager

Average Salary: $140,000

Skills: Product and brand positioning, brand messaging, product launch planning, consumer behavior analysis, performance and ROI analysis, CRM, marketing automation management, strategic planning, critical thinking and analysis, project collaboration.

Product marketing managers hone in on the product marketing side of a brand’s marketing efforts. They focus on how brands market their products specifically, its overall positioning within the consumer market and the industry it is part of, how a brand’s messaging is conveyed across channels, and how to apply market research to a brand’s overall marketing campaigns and product launches. Product marketing managers must have substantial research and consumer behavior analysis skills, be able to pinpoint and identify brand products’ and positioning within the market, have sharp detail, planning, and critical thinking skills, and be collaborative. Product marketing managers must also know how to utilize performance metrics and ROI (return-on-investment) tracking tools, implement and manage marketing automation, and pinpoint and convey a brand’s messaging across various channels. They must also know how to utilize specific tools relevant to their role, such as Tableau and Marketo.

6. Social Media Manager

Average Salary: $63,000

Skills: Social media management, content planning and creation, social media strategy, campaign messaging, organic and paid social campaigns, social media analytics tools, social listening, influencer marketing, creativity, organization, strategic thinking.

Social media managers are responsible for managing a brand’s social media channels and presence across platforms. Social media managers are responsible for content planning, sometimes content creation, and devising strategies that can be implemented across various platforms. Social media managers must have a strong awareness of a brand’s messaging and positioning and be able to highlight these aspects through campaign messaging. They must also have knowledge of and know how to carry out organic and paid social campaigns, use content planning and scheduling tools, like Sprout Social, Buffer, and Hootsuite, to schedule and map out content, as well as use these platforms’ integrated analytics tools to monitor account, page, campaign, and profile performance. They must also be knowledgeable and well-versed in influencer outreach, have strong creativity, planning, and organizational skills, and have a strategic mindset and critical thinking capabilities.

7. Marketing Assistant

Average Salary: $55,000

Skills: Marketing campaign support, social media tools and platforms, content scheduling and uploading, email marketing support, administrative support and coordination, analytics tracking, organized, curious, communicative, collaborative.

Marketing assistants are typically entry-level marketing roles that marketers start in before advancing to other positions. Being a marketing assistant allows individuals to learn about the fundamentals of marketing and how to work alongside and be a part of a marketing team within a business. Marketing assistants provide general team-wide and campaign management support to a marketing team. They might also be able to learn other aspects of marketing as they enhance their knowledge and skills, such as email marketing, social media planning, and content uploading and scheduling, tracking analytics for campaigns and performance, and learn how to use design tools like Canva to create email marketing deliverables. Marketing assistants may also provide general administrative support to teams, such as tracking and organizing a team’s calendars, taking notes during meetings, managing internal team databases, and organizing marketing and document materials. Marketing assistants must be organized, have an innate curiosity and a willingness to learn about various aspects of marketing, have excellent time management skills, and know how to collaborate and communicate effectively with others.

8. Email Marketer

Average Salary: $65,000

Skills: Email marketing, email campaign strategy, A/B testing, campaign tracking and analysis, copywriting and design skills, CRM systems and management, analytics tools, creativity, time management, attention to detail.

Email marketers take charge of a business’s email marketing efforts and strategies. They’re responsible for crafting and sending out email marketing campaigns by using email marketing software like Mailchimp and Constant Contact, and analyzing and evaluating metrics, such as email open, click-through, conversion, and bounce rates, as well as having a successful ROI based on set KPIs. Email marketers must have excellent copywriting (and editing) skills, know how to use basic design tools to ideate and create marketing materials, such as newsletters, and promotional advertisements that are appealing to customers and align with a brand’s messaging, voice, and aesthetic. Email marketers must understand how to read and analyze metrics and use this information to focus on areas of success and improvement. Sometimes, they’ll also conduct A/B testing as part of their role to test out email campaigns and overall marketing strategies. They must also know how to use CRM tools. Since many companies rely on a set schedule to send out emails and other promotional materials, email marketers must have good time management skills as well as a strong attention to detail to create and send out error-free emails. They must also be creative in coming up with different email marketing strategies and visualizations to promote brand originality and creativity through their communications.

9. Influencer Marketer

Average Salary: $70,000

Skills: Influencer campaign strategy, influencer outreach, campaign coordination, brand and partnership negotiation, social media analytics, conversion analysis, communicative, collaborative, organized.

Influencer marketers are responsible for influencer outreach and marketing for a brand, enabling selected influencers to participate in and be featured as part of the brand’s campaign. Influencer marketers must understand how the influencer market works, how to identify influencers who align with a brand’s positioning, messaging, core values, and niche, and know how to utilize influencer marketing analysis tools like GRIN to analyze a creator’s existing insights across platforms. Influencer marketers are responsible for being part of the negotiation and contractual agreement process, in which a brand and influencer(s) negotiate compensation amounts for featured campaigns. Influencer marketers must also possess strong insight into how to steer and ideate influencer-led campaigns, coordinate campaigns effectively, and ensure that all campaign and project materials are completed on time and at the required level, based on a brand’s initial campaign development and strategies. Influencer marketers must also have in-depth knowledge of how to manage influencer campaign budgets, utilize analytics tools to track and analyze campaign performance, be highly collaborative, communicative, and organized, and possess excellent negotiation and time management skills.