Key Responsibilities and Required Skills for Marketing & PR Manager
💰 $80,000 - $140,000
MarketingPublic RelationsCommunications
🎯 Role Definition
The Marketing & PR Manager is responsible for leading the development, execution and optimisation of integrated marketing and public-relations strategies that drive brand awareness, reputation, customer engagement and business growth. This role requires strong leadership, strategic vision, exceptional communication skills and the ability to work cross-functionally with marketing, communications, product, sales and external agencies. The successful candidate will oversee all brand and media activities, manage budgets and measure impact while maintaining consistency in messaging and brand identity across all channels.
📈 Career Progression
Typical Career Path
Entry Point From:
- Senior Marketing Executive / Specialist
- Public Relations Manager
- Communications & Brand Manager
Advancement To:
- Director of Marketing & Communications
- Head of Brand & Corporate Affairs
- Vice President, Marketing & PR
Lateral Moves:
- Brand Director
- Corporate Communications Director
- Digital Marketing Director
Core Responsibilities
Primary Functions
- Develop and implement comprehensive annual marketing and PR plans aligned with corporate goals, revenue targets, brand strategy and departmental budgets.
- Lead the brand management strategy: safeguard brand identity, oversee brand guidelines, ensure consistent messaging and tone across all media, campaigns and platforms.
- Create, oversee and optimise marketing campaigns across channels—digital, social media, email, content, print, events and partnerships—to increase awareness, lead generation and customer retention.
- Manage public relations activities, including media relations, press releases, spokesperson coordination, influencer partnerships, awards submissions and crisis communications planning.
- Oversee digital presence: website content strategy, SEO/SEM optimisation, social media management, paid digital media and analytics tracking.
- Monitor market trends, competitor activities and consumer insights; translate findings into actionable recommendations for marketing, PR and brand positioning.
- Manage relationships with external agencies, media outlets, creative vendors and influencers: negotiate contracts, set scopes, monitor deliverables and manage budgets.
- Plan and execute events, sponsorships, product launches, media tours and promotional activations to elevate brand visibility, enhance media coverage and engage target audiences.
- Analyse campaign and PR performance metrics (reach, impressions, conversion, sentiment, ROI) and provide regular insights and reports to senior management.
- Lead crisis communications readiness and reputation management: develop response plans, coordinate internal stakeholders and manage external messaging in sensitive situations.
- Oversee the creation and delivery of high-quality content: press kits, internal communications, blogs, articles, case studies, social posts, video scripts and thought-leadership materials.
- Collaborate with product, sales, digital and customer service teams to ensure marketing and PR efforts support customer journey, product launches, retention initiatives and cross-channel synergy.
- Drive budget planning, management and optimisation: set departmental budget, forecast spend for campaigns and media, monitor costs and reallocate resources to maximise impact.
- Maintain and grow media and influencer contact lists, track media coverage, manage press lists and evaluate media relationships for alignment with brand objectives.
- Develop and maintain sponsorship and partnership strategies: identify opportunities, negotiate agreements, oversee activation and evaluate performance against objectives.
- Manage internal communications and support executive leadership in messaging, presentations and corporate external communications.
- Oversee SEO, content and website strategy: ensure website is current, content is search-optimised and digital traffic is tracked and converted into measurable results.
- Mentor, manage and develop the marketing & PR team: set objectives, review performance, support learning and promote a high-performing culture.
- Ensure compliance with industry standards, regulatory requirements (e.g., data privacy), brand guidelines and legal considerations in media and communications.
- Stay abreast of industry trends, emerging digital technologies, media evolution and competitive landscape; integrate innovation into marketing & PR practices.
Secondary Functions
- Support ad-hoc data requests, exploratory pilot campaigns and emerging media experiments.
- Contribute to the marketing operations and communications roadmap, including process optimisation, tool advancement and workflow enhancements.
- Collaborate with business units to translate insights from marketing and PR analytics into operational requirements and system improvements.
- Participate in agile planning sessions, marketing leadership forums and cross-functional strategy reviews.
Required Skills & Competencies
Hard Skills (Technical)
- Strong proficiency in digital marketing tools and platforms: SEO, SEM/PPC, content marketing, social media, email marketing, analytics.
- Expertise in public relations: media relations, press release writing, influencer outreach, crisis communications, sponsorships.
- Excellent content creation and storytelling skills: producing press kits, articles, social media posts, case studies and thought-leadership pieces.
- Advanced ability in campaign analytics: build dashboards, interpret metrics (impressions, reach, engagement, conversion), measure ROI and optimise.
- Budget management: planning, forecasting and tracking marketing & PR spend and ensuring cost-effectiveness.
- Experience working with agencies, creative vendors, media planners and partners: contract negotiation, vendor management and performance oversight.
- Knowledge of brand management: brand architecture, messaging frameworks, tone of voice, identity systems.
- Skilled in event planning and activation: launch events, sponsorships, press tours, trade shows and on-the-ground media initiatives.
- Familiarity with CRM and marketing automation systems, digital asset management and internal communications platforms.
- Strong working knowledge of compliance, legal and regulatory issues relevant to marketing, public relations and digital communication.
Soft Skills
- Strategic thinker with high commercial awareness: can link marketing & PR activities to business growth and revenue objectives.
- Excellent verbal and written communication and presentation skills: able to convey brand stories, persuade stakeholders and lead external dialogues.
- Leadership and team-building: capable of guiding, mentoring and inspiring diverse teams and external partners.
- Collaboration and stakeholder management: able to partner with product, sales, digital, communications and executive teams effectively.
- Analytical mindset with strong attention to detail: relentless in reviewing data, optimising processes and ensuring accuracy in execution.
- Creative, innovative and adaptive: comfortable in evolving environments, exploring new channels and driving change.
- Resilience and crisis-orientation: works well under pressure, manages reputational risk and maintains composure during sensitive situations.
- Organizational and project-management skills: handles multiple campaigns, events and deliverables concurrently with excellent prioritisation.
- Brand ambassador mindset: deeply understands customer needs, brand voice and ensures consistent customer experience across touchpoints.
- Ethical and professional: maintains integrity, respects confidentiality and aligns communications with corporate values.
Education & Experience
Educational Background
Minimum Education:
Bachelor’s degree in Marketing, Communications, Public Relations, Business Administration or related field.
Preferred Education:
Master’s degree or professional certifications in Digital Marketing, Brand Strategy, Public Relations or Leadership.
Relevant Fields of Study:
- Marketing
- Communications / Public Relations
- Business Administration
- Digital Media / Content Strategy