An advertising and promotions manager coordinates external marketing and promotions, overseeing advertising campaigns and managing promotional activities. They may also manage budgets, measure ROI, and build strategic relationships. Industry-specific knowledge may be required, especially in regulated industries.
An advertising and promotions manager oversees and coordinates a company’s external marketing and promotions. He oversees the production of an organization’s advertising campaigns and manages other promotional activities, often working closely with other organizations. Someone in this position can be the public face of the company, in terms of promotional and community events. He or she may plan and carry out contests and other public activities, while operating under various national and local laws that govern these activities. Those working in this occupation often have specialized knowledge in an industry sector.
Managerial roles can comprise a significant part of your job description. By meeting with the company’s management, he or she can gather guidance for the overall marketing promotions strategy. The manager may also be versed in the many laws that regulate fair trade practices, such as truth in advertising and the rules governing disclosure and reporting requirements for promotional contests.
Other management functions might be determining the budget allocated to marketing activities and collecting and measuring return on investment (ROI) data. An example would be doing a website visitor analytics analysis in the days or weeks after a major social media campaign. Most advertising and promotions managers give public presentations to community groups and may also speak at entertainment venues. Trade show appearances allow a person in this profession to grow and solidify strategic relationships with existing and potential customers, as well as build relationships within an industry sector. There can be a significant amount of travel involved for an advertising and promotions manager.
A person working in this career is expected to know the industry they work in well. Alliances are sometimes created between companies through the efforts of an advertising and promotions manager. Two companies can participate in joint advertising campaigns or come together to promote a cause among a larger group of companies.
Depending on the industry, knowledge of industry niches may be involved in some of the tasks of an advertising and promotions manager. An example would be if he or she works in the pharmaceutical or alcoholic beverage industries. Strict laws in many parts of the world govern the marketing of these products. In some cases, a person in this career may be required to possess industry-specific knowledge in a specific field.
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