Everyone hopes to have a product that sells itself, but until that product comes along, it’s all about marketing. The marketing manager answers to the director of marketing and supervises a staff of local and regional marketing representatives. The manager’s goal is to drive sales through creative, attention-grabbing tactics to lure in consumers.
Marketing collaborates with internal promotion, advertising, and PR departments to design effective campaigns around an entertainment company’s product or brand. The marketing manager is responsible for conceptualizing the strategies to be implemented and directing the development of related material: one-sheets, media content, promotional items, and so on. He or she creates a detailed plan that explains revenue projects, market share analysis, budget allocation, and audience. It is necessary for the manager to understand current trends and best practices in marketing, as well as be able to identify with the consumer. He or she is constantly tracking and evaluating the effectiveness of the campaign to recommend improvements and chart cost per customer spend.
In this position, one is expected to develop and maintain close relationships with external partners and industry contacts. By cultivating those connections, the marketing manager is always keeping an eye open for possible future co-promotion opportunities—like partnering a fast-food company with a feature film release, or a record store chain with an artist’s upcoming tour. Marketing managers monitor the local and regional staff to ensure that the brand is properly represented, and rely on reports from the road to understand how the campaign is translating across different regions. The manager will produce regular reports detailing the movement in revenue, leads, and market share.
Skills & Education
A bachelor’s degree in marketing, entertainment business, or a related field is required; a master’s degree is preferred. Courses in statistical analysis, finance, advertising, and communications are valuable in this position. You must understand concepts of consumer research and how demographic data affects sales. This role also requires someone who is a creative, innovative thinker. Prior work experience in some facet of the entertainment and media industry is useful.
What to Expect
This senior-level position demands at least five years of marketing experience. This is rarely a 9-to-5 job, requiring significant travel and the commitment to work late nights and on weekends when needed. A marketing professional is selling his or her own reputation with every campaign and product; a history of successful strategies will strengthen your credibility and make you a more valuable commodity. Clients and industry partners might be wary to work with a marketing manager they don’t know, but will flock to your door if you have a proven record of producing significant sales. Take caution to select a brand that you are truly passionate about and have confidence in your ability to effectively market the product; it will make your life much easier. It should go without saying, but try to avoid burning bridges over a bad business deal. The entertainment industry is a small, tight-knit family, and if you destroy a relationship with a client or co-worker, Murphy’s Law guarantees you will run into them again in your career.
Have some feedback for our editors? Contact Us