A marketing director manages all elements of a company’s marketing activities, with the goals of generating leads and increasing sales. To become a marketing director you typically need to have a bachelor’s degree in marketing, communications or another business-related field. Individuals who are interested in further education may consider an M.B.A. or additional certification as well. If you have a mixture of creative and analytical skills, becoming a marketing director may be an excellent career option for you.

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What Does a Marketing Director Do?

While researching marketing director careers, it is not uncommon to see an overlap of job responsibilities between a marketing director and a marketing manager. The terms marketing manager and marketing director are often used interchangeably. While the roles may have similar responsibilities in certain situations, some companies may have distinguishing differences between the two roles. A marketing director or manager’s responsibilities may include:

  • Using research-based data to develop marketing campaigns and strategies that will reach customers and bring in leads
  • Identifying potential markets for a company’s products
  • Directing the workflow of marketing department staff
  • Working with other managers and staff to address issues such as budget, contracts and marketing plans
  • Generating marketing reports
  • Creating marketing plans for new products or services
  • Collaborating with sales, public relations and product development departments

A marketing director is a high-level executive who typically oversees all aspects of a company’s marketing activities. Depending on the size of a company, this could include different levels of responsibility. 

In large companies, a marketing director may supervise a marketing manager, who in turn handles some or many of the day-to-day responsibilities mentioned above.

In very large companies or corporations, a marketing director may be responsible for executive-level tasks, such as overseeing multiple mid-level marketing managers.

Small companies typically have fewer staff members, which could mean marketing managers may be responsible for the day-to-day marketing activities as well as filling the executive-level role of a marketing director.

Marketing Director Job Outlook

The job outlook for marketing directors and managers is excellent. According to the U.S. Bureau of Labor Statistics (BLS), employment for management positions in marketing is expected to increase 7% from 2022 to 2032, and there will be approximately 34,000 openings for management positions in marketing, advertising and promotions.

The median annual salary for marketing managers is $140,040 in 2022, according to the BLS. This salary is much higher than the $46,310 median wage for all workers.

Top Skills for a Marketing Director

As you work toward becoming a marketing director, you will develop important skills through education and work experience. The top skills for marketing directors include:

  • Communication skills
  • Creative skills
  • Analytical and research skills
  • Strategic thinking and decision-making skills
  • Interpersonal skills
  • Organizational skills

Steps to Becoming a Marketing Director

Earn a Bachelor’s Degree

You will need a bachelor’s degree in marketing, communications or another business-related field to become a marketing director. Earning a bachelor’s degree will help you gain important knowledge in the areas of leadership, marketing, interpersonal relations and communications.

Gain Experience

Being a marketing director is far from an entry-level position. You need to have relevant work and management experience to reach your goal. Marketing directors often gain experience by working in advertising, promotions or other common marketing careers.

Consider an M.B.A.

An M.B.A. is not a requirement for most marketing director positions, but it is common for those who want to rise in the ranks to a higher-level executive position, such as a vice president of marketing. A master’s degree in marketing delves into ethics, statistics, strategy and business management.

Look into Additional Certification

If you want to increase your marketing knowledge, you may want to consider a certification program. There are many certification programs for marketing professionals available online through universities across the country and through professional organizations. Below are just a few to consider:

American Marketing Association (AMA) and Digital Marketing Institute (DMI)

The AMA’s Professional Certified Marketer® program will help you improve your knowledge in one of two different areas of study. The PCM in Marketing Management focuses on topics such as marketing strategy, customer behavior, data analytics and product positioning. The PCM in Content Marketing covers topics such as lead generation, storytelling, editorial calendar design, metrics and measurement.

American Marketing Association

The AMA’s Professional Certified Marketer program will help you improve your knowledge in one of two different areas of study. The PCM Marketing Management Certification focuses on topics such as marketing strategy, customer behavior, data analytics and product positioning. The PCM Content Marketing Certification covers topics such as lead generation, storytelling, editorial calendar design, metrics and measurement.

Online Marketing Certified Professionals (OMCP)

Applicants to the OMCP® Digital Marketing Certification must meet a combination of experience and to be accepted into the program. Participants need 5,000 hours of relevant work, which they can lower by completing a degree or bootcamp. The topics covered include content marketing, conversion rate optimization, email marketing, social media marketing, digital analytics, pay-per-click marketing (PPC) and SEO.

Google Digital Garage

Google’s Fundamentals of Digital Marketing Certification is a free certification that includes 26 modules covering dozens of topics, such as building your web presence, planning an online business strategy, social media promotion and building an online shop.

Frequently Asked Questions (FAQs)

How long does it take to become a marketing director?

There is no set amount of time required to become a marketing director, but at a minimum you should expect to spend several years earning a bachelor’s degree and working in the marketing field before moving into a marketing director role.

What skills are needed to be a marketing director?

A marketing director needs to have a thorough understanding of all aspects of marketing in addition to excellent communication, creative, analytical, research, interpersonal, organizational and strategic thinking skills.

Are marketing directors and managers in demand?

Yes, the demand for management-level marketers is projected to grow 7% from 2022 to 2032, according to the U.S. Bureau of Labor Statistics. Companies will continue to need marketing professionals to manage campaigns, develop pricing strategies and reach new leads. Marketing directors and managers will continue to play a vital role in handling these activities.