An Integrated Marketing Manager is a professional who plays a pivotal role in planning, implementing, and overseeing comprehensive marketing strategies that utilize multiple channels and platforms to achieve business goals. They are responsible for creating cohesive and synchronized marketing campaigns that effectively reach and engage the target audience across various media. In this blog post, we will describe the primary responsibilities and the most in-demand hard and soft skills for Integrated Marketing Managers.

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Main Responsibilities of an Integrated Marketing Manager

The following list describes the typical responsibilities of an Integrated Marketing Manager:

Analyze

Analyze internal and external marketing trends to identify new market opportunities.

Build

Build sales decks and marketing materials.

Collaborate with

• Collaborate on a go-to-market framework that will inform, identify, and lead our strategies.

• Collaborate with channel owners to improve future campaigns based upon data & trends.

• Collaborate with internal subject matter experts to understand go-to-market for Kompyte solutions.

• Collaborate with sales teams to align marketing efforts with sales objectives.

• Collaborate with the marketing team to develop integrated marketing plans.

Communicate

Communicate cross-functional learnings and campaign end-of-life decisions.

Conduct

• Conduct competitive analysis to stay ahead of industry trends.

• Conduct market analysis to identify opportunities for growth.

• Conduct market research to identify target audiences and consumer trends.

Contribute

Contribute and share editorial planning management.

Coordinate with

• Coordinate conference opportunities based on team expertise.

• Coordinate with creative teams for content development and design.

• Coordinate with product teams to align marketing with product launches.

Create

• Create and drive the integrated marketing calendar across channels for your product area.

• Create and execute multi-channel campaigns that activate, protect, and differentiate our brand.

• Create and oversee the implementation of multi-channel marketing campaigns.

• Create high-quality shareable content.

Define

• Define standard campaign journeys, structure and elements.

• Define standard campaign journeys, structure, and elements.

Develop

• Develop and maintain customer personas and audience segmentation.

• Develop and maintain relationships with media and industry partners.

• Develop a thorough understanding of what Cycle.

• Develop brand messaging and positioning for marketing initiatives.

• Develop strong relationships with all key stakeholders both regional and central.

Elevate

Elevate junior team member's performance through direct coaching, mentorship and support.

Enrich

Enrich our culture of uniqueness, inclusivity, and empowerment.

Ensure

• Ensure all client expectations are being met and exceeded during pre-sale stages.

• Ensure all programs have performance metrics identified and are analyzed post-campaign.

• Ensure brand consistency across all marketing materials and platforms.

• Ensure team is adhering to all Abbott medical, regulatory, and legal guidelines.

• Ensure that all marketing activity is tracked.

• Ensure timely and accurate communication of all campaigns to internal stakeholders.

Establish

• Establish and develop the right mix of talent to meet the needs of the brand team.

• Establish and lead campaign post-mortem reviews to ensure ongoing improvement and maximum impact.

Execute

Execute on event coordination tasks, online and offline.

Gather

Gather, analyze and interpret customer research, market conditions, and competitor information.

Identify

• Identify and leverage emerging marketing technologies and platforms.

• Identify opportunities for marketing partnerships and collaborations.

Implement

• Implement A/B testing and marketing experiments.

• Implement lead generation and customer acquisition strategies.

Infuse

Infuse best practices, insights and optimization strategies into all campaigns.

Instrument

Instrument campaigns to measure their success and report on progress towards campaign goals.

Lead

Lead development of monthly themes from which the plans are built.

Liaise with

Liaise with media and advertising vendors.

Maintain

Maintain and manage program calendars and budgets.

Manage

• Manage a campaign budget for paid media, 3rd party programs, and operational expenses.

• Manage and implement marketing tactics such as A / B tests and promotions that succeed through email.

• Manage creative production, launch campaigns, track performance and optimize brand advertising.

• Manage delivery of creative (ads, landing pages) for demand gen paid media.

• Manage marketing automation and customer relationship management (CRM) tools.

• Manage meetings, timelines and budgets related to integrated marketing projects.

• Manage podcast production.

• Manage SEO deliverables and implementation in conjunction with SEO consultants.

• Manage the development and execution of content marketing strategies.

• Manage the marketing budget and allocate resources effectively.

Measure

Measure and report effectiveness of all campaign initiatives and optimize based on learnings.

Monitor

• Monitor and analyze marketing campaign performance and ROI.

• Monitor and manage online reputation and brand sentiment.

• Monitor, review, optimize and report on all marketing activity and its results.

Optimize

Optimize marketing strategies based on data-driven insights.

Orchestrate

Orchestrate a cohesive customer / prospect journey for demand generation and nurture programs.

Oversee

• Oversee event planning and promotional activities.

• Oversee our new business pitch process from a strategic and project management perspective.

• Oversee the development of and adherence to an annual planning calendar.

• Oversee the development of marketing collateral and promotional materials.

Own

Own all marketing team administrative tasks as identified by Marketing Director.

Participate in

• Participate in identifying and qualifying resources.

• Participate in reporting and dashboard creation.

• Participate in SEO strategy.

Plan

Plan and execute online and offline advertising campaigns.

Present

Present data-backed learnings and recommendations to leadership.

Project

Project manage all key deliverables aligned with company process guidelines and best practices.

Provide

• Provide regular reports and presentations on marketing performance.

• Provide use case and value proposition insights to product teams while achieving engagement metrics.

Run

Run brand and integrated marketing campaigns.

Set

Set marketing goals and key performance indicators (KPIs).

Stay updated with

• Stay updated with industry best practices and marketing trends.

• Stay up to date on industry trends and news.

Track

• Track and communicate marketing performance on a daily basis.

• Track and measure the effectiveness of various marketing channels.

Understand

Understand, champion and adhere to the processes within the internal agency.

Utilize

Utilize digital marketing channels, including social media, email, and SEO.

Work

• Work with BUs to maintain distribution list hygiene and ensure CASL compliance across the enterprise.

• Work with the team to create and administer native ads.

Most In-demand Hard Skills

The following list describes the most required technical skills of an Integrated Marketing Manager:

1. Proficiency in digital marketing tools, including Google Analytics and social media platforms.

2. Knowledge of marketing automation and CRM software.

3. Understanding of SEO and content marketing best practices.

4. Competence in data analysis and marketing analytics.

5. Familiarity with advertising platforms like Google Ads and Facebook Ads.

6. Knowledge of email marketing and lead nurturing strategies.

7. Competence in using marketing research and analysis tools.

8. Understanding of marketing campaign planning and execution.

9. Knowledge of graphic design and creative software (Adobe Creative Suite).

10. Competence in project management and marketing planning tools.

11. Understanding of web analytics and conversion rate optimization (CRO).

12. Knowledge of video marketing and video editing tools.

13. Competence in marketing budget management and ROI analysis.

14. Understanding of branding and brand positioning strategies.

15. Knowledge of affiliate marketing and partnership programs.

16. Competence in event management and promotional strategies.

17. Understanding of customer segmentation and targeting techniques.

18. Knowledge of data privacy and marketing compliance regulations.

19. Competence in marketing attribution and tracking tools.

20. Understanding of mobile marketing and app promotion strategies.

Most In-demand Soft Skills

The following list describes the most required soft skills of an Integrated Marketing Manager:

1. Excellent communication and presentation skills.

2. Strong leadership and team management abilities.

3. Effective problem-solving and decision-making skills.

4. Adaptability and flexibility in a dynamic marketing environment.

5. Attention to detail and precision in marketing strategies.

6. Collaboration and teamwork for working with diverse stakeholders.

7. Time management and organizational skills for project coordination.

8. Strong work ethic and commitment to achieving marketing goals.

9. Active listening and empathy to understand customer needs.

10. Effective negotiation and relationship-building abilities.

Conclusion

Integrated Marketing Managers play a crucial role in creating and implementing comprehensive marketing strategies that effectively reach and engage the target audience. By possessing a combination of technical expertise, practical skills, and personal qualities, these professionals can orchestrate successful marketing campaigns and drive business growth through integrated marketing efforts.