Looking into a Marketing Career? Consider These Career Paths.

Most people have a vague sense of what marketers do. They help a business launch a product or service, and they’re responsible for advertising and selling it while gathering information to improve future endeavors.

Looking into Marketing

That’s the gist, but marketing career paths are far more diverse. The field encompasses positions for creative types, number crunchers, computer enthusiasts, and people persons. It plays a vital role in businesses but also nonprofits, social services, government agencies, and educational institutes. And it can lead people to specialized niches or the executive echelons.

Are you considering a career in marketing? Here are some potential career paths worth researching.

Advertising manager

A catchall title for people who craft and execute advertising campaigns. The advertising manager’s job is to generate interest in a product or service. They perform demographic research, map out strategies and timelines, create outreach materials, and superintend budgets.

Advertising managers can supervise a company’s entire advertising arm or be assigned to a single department. They may work for an ad agency where they provide services for several clients.

Public relations expert

Public relations experts are professional liaisons. Their goal is always to enhance the company’s public image. They communicate with the media, consumers, and the public about newsworthy developments, such as new products or C-level hires. Their toolset includes press releases, promotional materials, and interviews with journalists.

Market research analyst

Market research analysts gather the data others need to perform their jobs. They research consumer needs and purchasing habits. They conduct surveys and focus groups. They forecast sales and analyze potential chokepoints. They then interpret the acquired data and help other teams use it to drive decisions.

Brand manager

Brand managers are responsible for a person or product’s reputation. They research marketing opportunities and brand competition. They protect their brand’s disposition while developing strategies to communicate its benefits. When necessary, they update and enhance their brand’s image.

Media Buyer

Media buyers purchase ad placements. Depending on the target audience, these ads could be for radio, television, magazines, or online platforms. As such, media buyers maintain contacts in a range of media. They also negotiate the price to ensure their company receives fair treatment and stays in budget.

Event planner

Event planners identify conferences, conventions, and other special events where their company may gain exposure and generate sales. At events, they greet clients, schedule activities, and act as the company face. If their company hosts an event, the event planner may supervise from conception to clean up.

Promotions manager

Promotions managers supervise the execution of campaigns. They develop campaign themes and communicate necessary details to teams. They plan online ads and in-store displays for the campaign. They also devise promotions such as coupons, contests, rebates, and sweepstakes and the method of getting them to consumers.

Digital marketing manager

Digital marketing managers promote their company over digital platforms. Their duties can include creating web content, designing email campaigns, and developing a company’s search engine optimization strategy. They also keep abreast of online trends to adopt promising digital platforms early.

Social media manager

Given the importance of social media, these managers have evolved into their own specialty. They employ platforms such as Facebook, Twitter, and Instagram to drive sales and develop brand awareness. They can leverage the platforms to connect with consumers in more personal ways than old-fashioned media, too.

The path that’s right for you

This list is hardly exhaustive, and there are many variations to be found. Some positions may have the same title yet wildly different responsibilities. For example, a marketing manager at a large company may direct one aspect of the company’s strategy, while that same position at a smaller company may govern the entire strategy.

Similarly, these paths can lead to unique, specialized positions. A digital marketing manager could narrow their path to become a conversion rate optimization specialist—someone focused exclusively on optimizing websites and user flow to drive conversions.

When choosing a career path, research entry requirements and daily responsibilities to see what matches your strengths and personality. We hope this list gives you an idea of where to start.

Search for your next job now:


Back to listing

The Washington Post Jobs Newsletter

Subscribe to the latest news about DC's jobs market