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Key Responsibilities and Required Skills for Associate Marketing Manager

💰 $ - $

MarketingDigital MarketingCommunications

🎯 Role Definition

An Associate Marketing Manager supports the execution and optimization of integrated marketing programs that drive awareness, demand, and customer engagement. This role combines hands-on campaign management (digital advertising, email, social, and content), analytics and reporting, creative brief development, and cross-functional coordination with sales, product, and external agencies. The Associate Marketing Manager is a data-driven communicator who continuously tests, measures, and scales tactics to improve conversion rates, marketing-qualified leads (MQLs), and return on ad spend (ROAS).

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator / Assistant
  • Digital Marketing Specialist
  • Content Marketing Specialist

Advancement To:

  • Marketing Manager
  • Senior Associate Marketing Manager
  • Growth Marketing Manager
  • Brand Manager

Lateral Moves:

  • Product Marketing Manager
  • Performance Marketing Specialist
  • Content & Communications Manager

Core Responsibilities

Primary Functions

  • Plan, execute, and optimize integrated marketing campaigns across digital channels (paid search, social, display, email, and content) to generate qualified leads and support revenue targets; manage campaign budgets, bidding strategies, and audience segmentation to maximize ROI and lower customer acquisition cost (CAC).
  • Develop and implement SEO and SEM strategies—including keyword research, on-page optimization, and paid search campaigns—to improve organic rankings, grow site traffic, and increase high-intent lead volume.
  • Own end-to-end email marketing programs: build targeted nurture programs, segment lists, craft subject lines and copy, A/B test creative and send times, and measure deliverability, open rates, CTR, and conversion metrics.
  • Create and manage paid social campaigns (Meta, LinkedIn, X/Twitter, TikTok) with clear targeting, creative testing, and bid management; analyze performance and iterate to improve cost per lead (CPL) and ROAS.
  • Collaborate with content and design teams to develop campaign assets—landing pages, microsites, infographics, blogs, whitepapers, and video—ensuring brand consistency, SEO best practices, and conversion-focused design.
  • Build and optimize high-converting landing pages and forms in collaboration with web/development resources and CRO specialists; run A/B and multivariate tests to improve conversion rates and reduce friction in the funnel.
  • Track campaign performance with analytics tools (Google Analytics / GA4, Looker, Tableau) and create weekly/monthly dashboards and executive-level reports that show pipeline impact, revenue attribution, and recommendations for optimization.
  • Manage lead routing and CRM processes (Salesforce, HubSpot) to ensure accurate tracking, timely follow-up, and alignment between marketing and sales on MQL definitions and SLA adherence.
  • Coordinate with product marketing and sales to develop go-to-market plans for product launches, feature updates, and promotional offers; produce sales enablement materials such as one-pagers, battlecards, and email templates.
  • Execute conversion-driven content marketing programs: content calendars, editorial briefs, SEO-optimized long-form content, and gated assets that support lead capture and nurture flows.
  • Manage relationships with external agencies and vendors (digital agencies, creative studios, media partners), briefing on campaign objectives, monitoring deliverables, and ensuring KPIs are met on time and on budget.
  • Conduct market, competitive, and audience research to inform targeting, positioning, messaging, and campaign strategies; synthesize insights into actionable recommendations for stakeholders.
  • Implement and maintain marketing automation workflows (Marketo, Pardot, HubSpot) to deliver personalized customer journeys and lifecycle marketing that increases engagement and reduces churn.
  • Monitor and optimize paid media creative through iterative testing—headlines, CTAs, imagery, and video lengths—to identify high-performing variants and scale wins across audiences and placements.
  • Oversee event marketing logistics and promotion for webinars, trade shows, and virtual events: registration funnels, email campaigns, landing pages, sponsorship coordination, and post-event lead follow-up and attribution.
  • Ensure data hygiene and measurement accuracy by maintaining tracking tags, UTM parameters, conversion pixels, and BI integrations; partner with analytics/BI teams to validate attribution modelling and reporting fidelity.
  • Use audience segmentation and personalization tactics (dynamic content, list scoring) to increase relevance across channels and improve engagement metrics and downstream conversion rates.
  • Develop and maintain the marketing calendar, aligning campaign timing with product launches, seasonal promotions, partner activities, and sales priorities to maximize impact.
  • Create persuasive copy and messaging for ad creative, landing pages, and emails that drive clicks and conversions while maintaining brand voice and legal/compliance requirements.
  • Analyze funnel performance end-to-end—from impression to revenue—and identify bottlenecks, execute tests, and iterate tactics to improve funnel efficiency and marketing contribution to pipeline.
  • Maintain budget tracking and forecasting for campaigns and channels; prepare budget summaries and ROI analyses to support decision-making and re-allocation of spend to high-performing initiatives.
  • Partner with finance and sales operations to reconcile marketing-sourced pipeline and revenue, supporting closed-loop reporting and continuous improvements to lead quality and qualification criteria.
  • Mentor junior marketers or contractors on best practices for campaign setup, analytics, and creative production to build team capability and scale execution.

Secondary Functions

  • Support ad-hoc data requests and exploratory marketing analysis to answer campaign performance, customer behavior, and channel attribution questions.
  • Contribute to the organization's marketing data strategy and roadmap by recommending tracking improvements, tooling upgrades, and measurement frameworks.
  • Collaborate with business units (sales, product, customer success) to translate marketing needs into technical requirements for web, CRM, and analytics teams.
  • Participate in sprint planning and agile ceremonies for marketing projects and cross-functional initiatives, ensuring timely delivery of campaign assets and tech fixes.
  • Assist with privacy and compliance practices (GDPR, CCPA) related to data collection, email consent, and ad targeting; coordinate with legal as needed.
  • Help maintain and document campaign playbooks, standard operating procedures, and asset repositories for repeatable program execution and onboarding.

Required Skills & Competencies

Hard Skills (Technical)

  • Campaign management across paid search, paid social, display, and programmatic advertising (Google Ads, Microsoft Advertising, Meta Ads, LinkedIn Ads).
  • SEO and SEM: keyword research, on-page and technical SEO fundamentals, content optimization, and paid search optimization.
  • Marketing automation platforms and email platforms (HubSpot, Marketo, Pardot, Mailchimp) for building nurturing flows and behavioral triggers.
  • CRM proficiency (Salesforce or HubSpot) for lead management, segmentation, and closed-loop reporting.
  • Analytics and measurement: Google Analytics (GA4), UTM tagging, conversion tracking, and familiarity with attribution models.
  • Data visualization and reporting tools (Looker, Tableau, Power BI, or Google Data Studio) to build dashboards and executive reports.
  • A/B testing and conversion rate optimization tools (Optimizely, VWO, Google Optimize) and an experimentation mindset.
  • Basic HTML/CSS and landing page builders (Unbounce, Webflow, WordPress) to implement and troubleshoot landing page changes.
  • Paid media creative best practices and ad production workflow management.
  • Excel/Sheets advanced skills for data manipulation, pivot tables, and budget modeling.
  • Familiarity with analytics tagging and tracking (Google Tag Manager, pixels) to ensure measurement accuracy.
  • Understanding of marketing KPIs (CAC, LTV, MQLs, SQLs, CTR, CVR, CPA, ROAS) and how they map to business goals.

Soft Skills

  • Strong written and verbal communication skills for clear briefs, persuasive copy, and stakeholder alignment.
  • Analytical mindset with attention to detail and a habit of using data to drive decisions and prioritize tests.
  • Project and time management skills to juggle multiple campaigns, deadlines, and cross-functional dependencies.
  • Collaboration and stakeholder management: ability to work with product, sales, creative, and external partners.
  • Creativity and ideation for growth experiments, content concepts, and messaging differentiation.
  • Adaptability and resourcefulness in a fast-paced, iterative marketing environment.
  • Problem-solving orientation with a bias for testing and learning.
  • Customer-centric thinking and empathy to build relevant campaigns and content.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Business, Communications, Advertising, or related field.

Preferred Education:

  • Bachelor’s or Master’s degree with additional certifications (Google Ads, Google Analytics, HubSpot Inbound, Facebook Blueprint, SEO certifications).

Relevant Fields of Study:

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

Experience Requirements

Typical Experience Range: 2–4 years of progressive marketing experience with hands-on execution across digital channels and campaign analytics.

Preferred: 3–5 years experience in B2B or B2C digital marketing, campaign management, or performance marketing with demonstrated results in lead generation, ROI improvement, and cross-channel measurement.

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