9 Promotions Manager Duties (Including Industry Skills)
A promotions manager plans and executes marketing campaigns to promote a product or service. They usually analyse consumer behaviour and market trends to develop strategies that increase sales and brand awareness. Reviewing some of their typical responsibilities and duties can help you decide if this managerial marketing role suits your personality and career aspirations. In this article, we define the role of a promotions manager, list 9 promotions manager duties and discuss some skills that help them perform their jobs with expertise and effectiveness.
What is a promotions manager?
A promotions manager usually works in a marketing department to create and implement strategies for promoting products or services. This might involve analysing consumer behaviour and market trends to identify target audiences and developing campaigns that effectively reach and engage those audiences. Promotions managers may work closely with creative teams, including graphic designers and copywriters, to develop marketing material, such as social media content and email campaigns. They might also collaborate with other departments, such as sales and product development, to ensure that promotional activities align with the overall goals of the company.
9 promotions manager duties
Here are 9 promotions manager duties that you can expect to conduct in this role:
1. Developing marketing strategies
A promotions marketing strategy is usually a comprehensive plan designed to increase brand visibility, drive sales and foster customer loyalty. Promotions managers develop these strategies to achieve specific business objectives, such as boosting revenue or penetrating new markets. When developing strategies, they typically analyse market trends, identify target audiences and select suitable promotional tactics, such as discounts, giveaways or contests. They then create a cohesive plan that aligns with overall marketing goals while also considering factors such as budget constraints, competitor actions and customer preferences.
2. Analysing market trends
Market trends are patterns or tendencies that reflect consumer behaviour, preferences and technological advancements in different sectors. Promotions managers analyse these trends to create targeted, effective promotional campaigns that resonate with their audiences. They often focus on trends related to consumer preferences, technology and industry developments. When analysing market trends, a promotions manager may use a combination of market research, industry reports and competitor analysis to make informed decisions and adapt their promotional strategies accordingly.
3. Managing budgets
Promotions managers usually manage budgets to ensure resources are allocated effectively to maximise the return on investment for promotional campaigns. Budgeting aspects they may consider include campaign costs, promotional materials and team member expenses. A promotions manager will usually develop a budget based on historical data and strategic objectives, track their spending and then adjust allocations as necessary. They might also analyse cost-effectiveness to identify areas for improvement and optimise resource allocation to achieve desired results.
4. Creating advertising campaigns
An advertising campaign is a coordinated series of promotional efforts using various media channels to reach a specific audience and achieve marketing goals. Promotions managers create these campaigns to increase brand awareness, generate leads and drive sales. Their role might include developing creative concepts, selecting appropriate media channels and crafting compelling messages that resonate with the target audience. They may also collaborate with various teams and individuals, such as creative teams and media planners, to ensure campaigns are executed cohesively and effectively.
5. Coordinating events
Promotions managers often plan and coordinate promotional events to showcase products or services, engage customers and generate brand interest. These events are usually designed to create memorable experiences that foster brand loyalty and encourage purchases. To plan these promotional events, a promotions manager may start by identifying event goals, selecting suitable venues and formats, developing engaging content and managing event logistics. They will usually collaborate with event vendors, team members and partners to ensure the event is a success.
6. Leading teams
The process of promoting products and services usually involves several teams of varying specialities, such as marketing, design and copywriting. A promotions manager may oversee these teams and provide clear guidance, set performance expectations and foster a collaborative work environment. They may also monitor team performance, offer feedback and address any challenges or conflicts that may arise within team environments.
7. Managing social media
Promotions managers often oversee social media operations. They might manage content creation, scheduling and engagement strategies for various social media platforms. This can involve collaborating with content creators, monitoring social media analytics and adjusting strategies based on data insights. Sometimes they might monitor online conversations, respond to customer enquiries and manage potential issues to maintain a consistent and positive brand image across all platforms. This duty can depend on the structure of a marketing department, however, as some departments may assign a social media specialist to coordinate these activities.
8. Coordinating with sales teams
Promotions managers usually coordinate with sales teams to align promotional efforts with sales objectives and targets. This ensures both departments are working cohesively to drive business growth. To do this, a promotions manager might meet with sales teams to share campaign details, objectives and timelines, gather feedback on promotional materials, adjust strategies based on sales performance and collaborate on joint initiatives, such as product launches or cross-departmental events. This collaborative effort helps ensure promotional activities support sales efforts and contribute to overall business success.
9. Reviewing campaign performance
One of the primary duties of a promotions manager is reviewing campaign performance to evaluate the effectiveness of promotional strategies, identify areas for improvement and inform future decision-making. They may examine metrics such as return on investment, engagement rates, conversion rates and brand awareness. When reviewing campaign performance, a promotions manager usually gathers data from various sources, such as social media insights and sales reports. They then analyse this data, compare it against goals and collect actionable insights. This process enables them to optimise their promotional efforts and make data-driven decisions.
Promotions manager skills
Below are several skills that promotions managers typically possess:
Strategic thinking usually enables promotions managers to envision and create long-term plans that align with the objectives of the organisation they work for. This skill involves understanding market trends, consumer preferences and competitive landscapes, along with setting realistic goals and allocating resources effectively. Promotions managers with strong strategic thinking can develop comprehensive promotional strategies that drive brand awareness, engage customers and ultimately lead to increased sales and revenue.
Creativity can help promotions managers develop unique and memorable promotional campaigns. It allows them to generate innovative ideas that capture the attention of their target audience and differentiate their brand from competitors. Creativity in promotions management encompasses almost everything, from designing eye-catching visuals and crafting compelling messages to developing innovative promotional events and tactics. A creative promotions manager can usually engage customers, foster brand loyalty and ensure long-term business success.
Analytical skills help promotions managers make data-driven decisions that optimise promotional efforts and maximise return on investment. Analysis usually involves collecting, interpreting and finding insights from various sources, such as market research, customer feedback and campaign performance data. A promotions manager with strong analytical skills can identify trends, find opportunities and accurately determine areas for improvement. This allows them to enhance their strategies and achieve better results.
Time management usually allows a promotions manager to conduct several tasks and manage multiple projects simultaneously. This skill refers to the ability to prioritise tasks, set realistic deadlines and delegate responsibilities when necessary. A promotions manager with excellent time management skills can ensure the effective execution of all campaigns and events while also allocating time for planning, team management and performance analysis. This can help them increase productivity, reduce stress and ensure teams have enough time to complete all tasks at a high quality standard.
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