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Key Responsibilities and Required Skills for Assistant Marketing Manager

💰 $50,000 - $90,000 (depending on location & experience)

MarketingManagementDigital MarketingBrandAdvertising

🎯 Role Definition

The Assistant Marketing Manager partners with the Marketing Manager and cross-functional teams to plan, execute, monitor, and optimize integrated marketing programs that drive brand awareness, pipeline generation, and customer retention. This role combines campaign execution, creative coordination, data-driven optimization, and stakeholder management to ensure consistent messaging and measurable ROI across paid, owned, and earned channels. The Assistant Marketing Manager is a hands-on contributor who balances strategy with execution, supports marketing operations, and continuously improves processes, content, and channel performance.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator or Marketing Assistant
  • Digital Marketing Specialist or Social Media Executive
  • Content Marketing Specialist or Junior Brand Manager

Advancement To:

  • Marketing Manager
  • Senior Marketing Manager
  • Brand Manager or Demand Generation Manager
  • Head of Marketing / Director of Marketing

Lateral Moves:

  • Product Marketing Manager
  • Content Director / Content Strategy Manager
  • CRM / Lifecycle Marketing Manager
  • Performance Marketing Manager

Core Responsibilities

Primary Functions

  • Lead the planning, execution, and optimization of multi-channel marketing campaigns (digital ads, email, social, content, events) to meet lead generation, conversion, and brand-awareness KPIs; manage targeting, timelines, budgets, creative assets, and partner coordination from brief through launch and post-mortem.
  • Develop and maintain campaign briefs and creative direction, translating product and brand strategy into clear, actionable creative requirements and providing constructive feedback to internal designers and external agencies to ensure on-brand, high-converting assets.
  • Own day-to-day management and optimization of paid media programs across Google Ads, Microsoft Ads, Meta (Facebook & Instagram), LinkedIn, X/Twitter, and programmatic channels; implement bid strategies, audience segmentation, and creative testing to maximize ROAS and CPL targets.
  • Drive email and marketing automation programs using HubSpot, Marketo, Pardot, or similar platforms — build nurturing flows, segmentation strategies, dynamic content, and triggered communications to accelerate pipeline and improve customer retention.
  • Execute SEO strategy and on-page optimization in collaboration with content and web teams, including keyword research, content briefs, meta optimization, technical SEO recommendations, and measurement of organic traffic growth and rankings.
  • Coordinate landing page and conversion rate optimization efforts, including A/B tests, UX recommendations, analytics tagging, and collaboration with product/design teams to improve funnel performance and reduce friction across paid and organic campaigns.
  • Monitor and analyze campaign performance leveraging Google Analytics (GA4), marketing automation reporting, CRM data (Salesforce, HubSpot CRM), and BI tools; translate data into actionable recommendations and weekly/monthly reports for stakeholders.
  • Manage and reconcile campaign budgets and vendor invoices; track spend pacing, forecast budget needs, and propose reallocation strategies based on performance to maximize efficiency and meet quarterly targets.
  • Support go-to-market (GTM) planning for new product launches or feature releases: build launch checklists, manage promotional calendars, coordinate cross-functional launch activities and materials, and measure launch effectiveness against objectives.
  • Own content distribution and amplification — coordinate editorial calendars, repurpose long-form content into multi-channel assets, manage social media scheduling, and partner with PR and influencer programs to expand reach.
  • Lead influencer and partnership outreach programs, negotiating scope and deliverables, tracking performance metrics, and ensuring alignment with brand guidelines and compliance requirements.
  • Collaborate closely with sales to align marketing programs with sales goals: develop lead qualification criteria, support handoff processes, create sales enablement materials, and report on STL (sales-touch-led) and MQL to SQL conversion rates.
  • Create and present concise, data-driven performance reports and insights to leadership and cross-functional teams; recommend optimizations, new channel tests, and strategic shifts based on ROI analysis and market trends.
  • Maintain brand consistency across all communications by enforcing brand guidelines, voice/tone, and visual standards while enabling localized and channel-specific adaptations.
  • Develop and maintain a marketing calendar that coordinates campaigns, product releases, events, and content initiatives; ensure deadlines are met and resources are allocated effectively across stakeholders.
  • Conduct market research, competitive analysis, and audience segmentation to uncover opportunity areas, inform positioning, and prioritize messaging for target buyer personas and verticals.
  • Plan and support events and webinars, including vendor selection, creative materials, registration funnels, onsite/virtual logistics, and post-event lead follow-up to maximize engagement and measurement.
  • Manage relationships with external agencies, freelancers, and media vendors; provide clear briefs, maintain quality control, and regularly review performance and scopes to ensure contractual and performance objectives are met.
  • Implement and maintain tracking and tagging frameworks (UTM parameters, conversion pixels, event tracking) to ensure reliable attribution, data hygiene, and consistent reporting across paid and owned channels.
  • Drive experimentation and testing agendas—setup A/B and multivariate tests for creative, subject lines, landing pages, audience segments, and offers; document learnings and scale winning variants to improve long-term performance.
  • Support sales enablement by creating marketing collateral, case studies, ROI calculators, battlecards, and product one-pagers to improve lead conversion and shorten sales cycles.
  • Ensure compliance with advertising platforms and privacy regulations (GDPR, CCPA) by coordinating with legal and data privacy teams on consent practices, data retention, and audience targeting policies.
  • Mentor and provide task-level direction to junior marketing team members, interns, and contractors; share best practices, review work, and contribute to skill development and process documentation.

Secondary Functions

  • Support ad-hoc performance analyses and exploratory data requests to answer strategic business questions and surface actionable marketing insights.
  • Contribute to the development and refinement of the marketing operations roadmap, including process improvements, martech integrations, and automation opportunities.
  • Collaborate with product, sales, and customer success teams to translate customer and market feedback into prioritized marketing initiatives and go-to-market improvements.
  • Participate in sprint planning, cross-functional stand-ups, and agile ceremonies to align marketing deliverables with product and sales cycles.
  • Maintain and document internal processes, playbooks, and campaign post-mortems to ensure institutional knowledge and repeatable execution.
  • Assist in vendor selection and evaluation for martech tools by documenting requirements, coordinating demos, and assessing fit versus cost.

Required Skills & Competencies

Hard Skills (Technical)

  • Paid media management (Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads) — campaign setup, targeting, bidding, and performance optimization.
  • Marketing automation and email platforms (HubSpot, Marketo, Pardot): workflows, segmentation, lead scoring, and reporting.
  • Analytics and measurement: Google Analytics (GA4), conversion tracking, UTM tagging, event tracking, and dashboard creation.
  • CRM proficiency (Salesforce, HubSpot CRM) for lead management, reporting, and marketing-sales alignment.
  • SEO fundamentals: keyword research, on-page optimization, content briefs, and familiarity with tools such as SEMrush, Ahrefs, or Moz.
  • A/B testing and conversion rate optimization (Optimizely, VWO, Google Optimize) and familiarity with UX principles for landing pages.
  • Content management systems (WordPress, Contentful) and basic HTML/CSS knowledge to support content deployment and minor edits.
  • Data manipulation and reporting: Excel advanced skills (pivot tables, VLOOKUP), comfortable with basic SQL for ad-hoc queries or working with analytics teams.
  • Experience with creative tools and asset review (Canva, Adobe Creative Cloud) to create and evaluate marketing assets.
  • Budget tracking and media reconciliation tools or processes; experience managing vendor contracts and invoices.
  • Familiarity with programmatic advertising fundamentals and DSPs (optional but advantageous).
  • Basic knowledge of privacy/compliance requirements for marketing (GDPR, CCPA) and consent management.

Soft Skills

  • Excellent written and verbal communication — able to craft clear briefs, stakeholder updates, and executive summaries.
  • Analytical mindset — comfortable interpreting data, generating insights, and recommending actionable optimizations.
  • Project management and organization — ability to juggle multiple campaigns, deadlines, and stakeholders with strong attention to detail.
  • Cross-functional collaboration — proven ability to work effectively with product, sales, design, and external agencies.
  • Creativity and strategic thinking — develop compelling messaging and innovative channel tactics that resonate with target audiences.
  • Problem solving and adaptability — quickly diagnose campaign issues and pivot strategies in a fast-paced environment.
  • Leadership and mentoring — provide constructive feedback and support to junior colleagues and external partners.
  • Time management and prioritization — focus on high-impact activities and maintain campaign momentum under competing demands.
  • Negotiation and vendor management — secure favorable terms and hold partners accountable to deliverables.
  • Results orientation — goal-driven with a focus on measurable outcomes and continuous improvement.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Business Administration, Communications, Advertising, or a related field.

Preferred Education:

  • MBA or Master’s in Marketing, Digital Marketing certification, or relevant post-graduate coursework; professional certifications such as Google Ads, Google Analytics, HubSpot Inbound, or Facebook Blueprint are a plus.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Digital Media / Advertising
  • Data Analytics / Statistics

Experience Requirements

Typical Experience Range:

  • 3 to 6 years of progressive marketing experience, with at least 1–2 years in a role involving campaign ownership and cross-functional coordination.

Preferred:

  • 4+ years of hands-on experience managing digital campaigns, marketing automation, and working with CRM platforms.
  • Proven record of improving campaign performance (lowering CPL, increasing MQL-to-SQL conversion) and contributing to revenue-related marketing initiatives.
  • Experience working with external agencies and vendors, managing contract scopes and budgets.
  • Prior experience in B2B SaaS, technology, e-commerce, or consumer brands is highly desirable depending on company focus.
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