There are several positions that are higher than a marketing manager in a typical company’s organizational structure. The marketing manager role sits within the marketing department and is responsible for developing, implementing and managing marketing campaigns and activities. Some roles that outrank a marketing manager include:
Vice President of Marketing
The vice president (VP) of marketing is the highest ranking marketing position in most companies. The VP of marketing oversees the entire marketing department and all marketing managers and staff. They develop the overarching marketing strategy for the company and ensure all marketing activities align with and support broader business goals. The VP of marketing reports directly to the CEO or COO.
Chief Marketing Officer
Some large organizations have a chief marketing officer (CMO) role. The CMO is the most senior marketing executive in the company and oversees all marketing functions. They work alongside the CEO to align marketing objectives with business strategy and are responsible for maintaining the company’s brand and reputation. The CMO will oversee multiple VPs and departments within the marketing organization.
Director of Marketing
The director of marketing is a management level position that commonly reports directly to the VP of marketing. Marketing directors manage a subsection of the marketing department, such as brand marketing, content marketing, social media marketing etc. They develop strategies and campaigns for their specific area and manage a team of managers and staff executing the programs.
Qualifications and Skills Needed for Upper Level Marketing Positions
To reach upper level marketing positions like VP, CMO or Director, there are certain qualifications and skills that are required or highly desirable:
Educational Background
Most upper level marketing executives have at least a bachelor’s degree in marketing, business, communications or a related field. Many have a master’s degree such as an MBA, which provides additional business, strategy and leadership skills. Educational background provides the foundation needed to be successful in senior marketing roles.
Marketing Experience
Solid experience managing marketing campaigns, teams and budgets is required before moving into director or VP level positions. This experience provides an understanding of the ins and outs of marketing at a practical, day-to-day level. Many top executives have 5-10+ years experience as a marketing manager before being promoted.
Leadership Skills
Strong leadership skills are essential at the upper management level. Marketing VPs and Directors need to be able to set vision and strategy for their department and the marketing function overall. They must be able to lead and motivate their marketing teams to execute strategies successfully.
Communication Skills
Excellent communication skills are vital. Marketing leaders need to be the face of the marketing function and be able to communicate effectively across the organization and externally. Strong presentation skills are also important when reporting to executives.
Analytical Skills
The ability to analyze marketing data, draw insights and make data-driven strategic decisions is required. Upper level marketing pros need strong analytical skills to measure and optimize their marketing activities.
Creative Thinking
Marketing leaders should have strong creative and innovative thinking skills to be able to come up with new strategies, campaigns and solutions. They need to be able to think outside the box.
Business Acumen
A solid understanding of business strategy and operations is necessary so marketing activities can be aligned with wider organizational goals and objectives. Marketing VPs and CMOs especially need strong business acumen.
Common Responsibilities in Upper Level Marketing Roles
While specific responsibilities will vary by company and department, some common activities performed by upper level marketing executives include:
Develop Marketing Strategy
Defining the overall marketing vision and strategy for the organization based on business goals and target audience needs. Setting the strategic direction for all marketing activities.
Manage Marketing Teams
Recruiting, leading, coaching and developing marketing teams to optimize their performance. Creating an organizational structure and environment to support success.
Oversee Marketing Budgets
Determining marketing budgets and allocating resources appropriately based on strategy. Monitoring marketing expenses and return on investment.
Build the Brand
Driving brand building initiatives to develop and maintain a strong brand identity and reputation. Acting as a brand guardian and ambassador.
Represent Marketing Interests
Representing the marketing function and advocating for marketing strategies at the executive level. Partnering with sales, product and other departments.
Direct Research
Overseeing market, competitor and customer research to derive insights to inform strategies and marketing plans.
Drive Go-to-Market Planning
Leading development of integrated launch plans and marketing campaigns to successfully bring new products or services to market.
Manage Agency Relationships
Overseeing relationships with external marketing agencies and partners. Defining needs, expectations and objectives to drive results.
Stay Current on Trends
Keeping up with the latest marketing, technology, media and consumer trends through ongoing education and professional development.
Transitioning from Marketing Manager to a Higher Position
For marketing managers looking to advance to the next level, here are some tips:
Gain Broad Experience
Seek opportunities to expand your skills and experience different marketing roles. Take on special projects outside your discipline.
Develop Leadership Abilities
Improve leadership skills by taking management training programs. Volunteer to lead teams and projects.
Understand the Business
Take business courses or learn about other functions like sales, product, finance etc. to build business acumen.
Get Advanced Education
Earn an MBA or other master’s degree to gain knowledge and credentials. Many senior roles require an advanced degree.
Deliver Strong Results
Consistently meet or exceed goals and produce positive outcomes for the business. Quantify your results.
Network Internally and Externally
Build relationships and expand visibility with key leaders inside and outside your organization.
Ask for Development Opportunities
Seek assignments and job rotations that will fill in experience gaps and prepare you for advancement.
Have a Mentor
Find a mentor who can provide advice and guidance to help accelerate your career.
Salaries for Upper Level Marketing Positions
Here are typical national salary ranges for upper level marketing jobs according to PayScale:
Position | Salary Range |
---|---|
Vice President of Marketing | $130,000 – $240,000 |
Chief Marketing Officer | $160,000 – $280,000 |
Director of Marketing | $85,000 – $175,000 |
Salaries can vary significantly based on factors like company size, industry, location and experience level. However, the higher level roles generally provide compensation packages at least 50-100% higher than marketing manager positions.
Conclusion
There are many marketing roles ranked above marketing manager that offer greater prestige, responsibility, authority and compensation. Common positions include VP of Marketing, CMO and Director titles in specific marketing disciplines. Moving into upper management requires deep marketing expertise, leadership ability, business acumen and advanced education. With the right qualifications and performance track record, marketing managers can work towards elevating their career to the executive ranks.