What is an advertising promotion manager?

Overall employment of advertising, promotions, and marketing managers is projected to grow 10 percent from 2020 to 2030, about as fast as the average for all occupations. About 31,100 openings for advertising, promotions, and marketing managers are projected each year, on average, over the decade. Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.

Advertising and promotions managers develop consumer interest in their companies’ services or products by planning and implementing marketing programs. To create effective plans, they must work closely with sales representatives, graphic designers and accountants.

Your advertising and promotions manager job description should mention that candidates must hold a four-year degree involving coursework in business, marketing, finance, visual design, economics or computer science. Advertising and promotions managers make use of all these disciplines, so having background knowledge in some of them is critical to job success.

Advertising and promotions managers should be gifted communicators because they need to use a variety of communication outlets to appeal to diverse groups of people. They should also be able to generate unique ideas that resonate with consumers. Keep reading for additional information about what to include in your advertising and promotions manager job description.

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Advertising and Promotions Manager Job Summary

Left Field Publishing House is seeking an advertising and promotions manager to spearhead our rebranding endeavors and bring our publications to previously untapped markets. This role will give you the chance to introduce consumers to new passions by utilizing innovative marketing techniques across a variety of platforms, including web, print and audiovisual media. You will lead and collaborate with a diverse group of professionals, building on their strengths to produce ironclad strategies that will keep our company thriving. Capitalize on your previous experience to analyze the market, develop effective campaigns, invigorate our products and strengthen the future of the publishing industry. Please direct inquiries to Harold Crayon, head of marketing.

Job Responsibilities

• Investigate market trends, determine demographics with highest readership and profit potential, and develop strategies for attracting and retaining their patronage
• Review social science research and use findings to determine optimal ways of influencing people of various markets to read our materials
• Oversee all aspects of rebranding campaign, including graphic design, slogan development, personnel acquisition and publication revitalization
• Instruct hiring managers and writing staff on updated publication priorities, review new content releases for alignment with brand message and brainstorm tactics for achieving complete transition to fresh style
• Meet with supervisors weekly to obtain briefing on advertising priorities, long-term goal progress and critical market shifts
• Collaborate with accounting managers, sales representatives and visual design staff to create advertisements that are simultaneously compelling, true to brand, effective and economical
• Assign work tasks to junior marketing staff members, advise on direction of efforts and lead biweekly meetings to monitor progress
• Lead focus groups to track consumer perception of publications and incorporate results into promotional planning

Job Skills & Qualifications

Reqiured:

• Bachelor’s degree including studies in business, economics, marketing and computer science
• Five years’ professional experience in marketing role
• Dynamic, creative personality eager to build connections and expand horizons
• Aptitude for developing and implementing business strategies

Preferred:

• Familiarity with desktop publishing software and video and web development software
• Proficiency with or willingness to learn Google DoubleClick and Microsoft Dynamics Marketing

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If you’ve created an excellent job responsibilities section of your advertising and promotions manager job description, it will communicate your expectations and provide the means for measuring performance once an applicant becomes an employee. With this in mind, the job responsibilities section of the job description should hold the most weight because it provides the jobseeker with a clear understanding of the duties and expectations you require. Use it to explain how day-to-day activities align with company goals, and as the basis for interview questions.

Format the advertising and promotions manager job responsibilities section with bullet points. This formatting method provides information in an easy-to-read arrangement from which jobseekers can easily gather pertinent facts. Rather than list every duty the job entails, pick 6-8 and focus on the tasks that set this position apart from others. Make each listed job responsibility really stand out with action verbs that describe the work you expect employees to complete.

Following are examples of responsibilities to include in your advertising and promotions manager job description:

• Collaborate with department heads to develop budgets, marketing plans and selection of advertising media
• Develop advertising plan, including billboards, online, print, radio and television spots
• Determine pricing strategies for products appropriate for targeted customers
• Negotiate terms of advertising contracts
• Evaluate websites used for campaigns and layouts

Advertising and Promotions Manager Job Specifications

When you consider the length of the job qualifications and skills section of your advertising and promotions manager job description, you might feel tempted to make a quick list of admirable skills before moving on to other tasks. However, even though this section is typically short, the way you craft it can mean the difference between receiving a selection of well-qualified applicants and an influx of jobseekers without the qualities you want.

Avoid the latter by consulting individuals who are already working as advertising and promotions managers, and their supervisors. These professionals can help you create two lists: qualities that are essential for the job, and qualifications that you prefer, but are not required. As you include the required and preferred advertising and promotions manager job specifications in your qualifications and skills section, be sure to clearly define them, so jobseekers can easily discern the difference between the two. Doing so will also separate candidates with the wrong qualifications from those who are well-suited to the position.

We’ve included some examples of specifications you could use in your own advertising and promotions manager job description to get you started:

• Bachelor’s degree in marketing or advertising management, journalism, communications or related field
• Additional courses in business law, computer science or statistics a bonus
• 3 years of experience in advertising, promotional or marketing, required
• Superior communication and interpersonal skills
• Ability to make decisions that positively affect marketing outcomes and impact staff participation

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Also called: Advertising Manager (Ad Manager), Communications Manager, Promotions Director, Promotions Manager

Video transcript: skip transcript

To be successful, businesses must sell their products and services. That’s why advertising and promotions managers are so important— it’s their job to come up with ways to boost sales. Advertising managers develop a strategy, called an advertising campaign, to reach potential customers. They often work with a media planning team to determine how to best reach that audience— whether to advertise on TV and radio… in newspapers and magazines…on the web, or even on the sides of city buses. The manager engages a creative team to develop the ad’s artwork and language. They also may advise clients on technical aspects of ad campaigns. Promotions managers share the same goals, but focus on combining advertising with purchase incentives in order to increase sales. Promotions may take the form of discount coupons… giveaways, rebates … or contests. In addition to creativity, strong leadership ability, and excellent communication skills are important qualities for these managers. Advertising and promotions managers work for ad agencies, and in the advertising department of a business in almost any industry, from manufacturing to scientific innovation, finance to insurance. Employers look for a bachelor’s degree in marketing, advertising, or journalism. The hours can be long, and dealing with deadlines can be stressful. But many managers say they never tire of the thrill of seeing their ideas come to life.

What they do:

On the job, you would:

• Plan and prepare advertising and promotional material to increase sales of products or services, working with customers, company officials, sales departments, and advertising agencies.
• Inspect layouts and advertising copy, and edit scripts, audio, video, and other promotional material for adherence to specifications.
• Confer with department heads or staff to discuss topics such as contracts, selection of advertising media, or product to be advertised.

See more details at O*NET OnLine about advertising and promotions managers.