The 10 Most Important Tasks of a Marketing Manager

A marketing manager can make or break a brand’s connection with its customers, so getting the right person for the job is crucial. The role has gone from planning periodic campaigns to maintaining a long and strong relationship with audiences from the very first point of contact.

From analyzing performance data that shape future campaigns to social media management and upholding a brand identity, it’s a job that juggles creativity and precision every day.

We’re going to cover the ten most essential tasks that make up this dynamic role, showcasing how marketing managers turn vision into action and action into results. So whether you’re aspiring to become a manager, or looking to hire someone for your content marketing coordination, this is for you.

1. Developing marketing strategies in line with company goals

Where else could we start but with a marketing manager’s bread and butter? Every impactful campaign starts with well-thought-out marketing strategy planning. In its most basic form, strategies are a blueprint for turning business objectives into actionable plans that resonate with the right audience. Let’s break that down into tasks.

• Set clear goals: Whether it’s growing brand awareness, generating leads, or increasing customer retention, targets are a guiding framework for marketing strategy planning.

• Know the landscape: By conducting a SWOT analysis (strengths, weaknesses, opportunities, threats), marketing managers align their plans with market realities.

• Prioritize KPIs: Key performance indicators (KPIs) like conversion rates, search engine rankings, impressions, and cost per lead keep efforts focused and measurable and make every initiative contribute to the larger picture.

• Map the customer journey: Understanding when, where, why, and how an audience interacts with a brand allows for strategies that address their needs at every touchpoint.

Remember that even the greatest marketing strategy isn’t static. Managers continuously refine their approach based on performance metrics and market shifts.

2. Campaign management from planning to data-driven adaptation

If strategy is the blueprint, campaigns are the bricks that build success. Marketing managers transform big-picture goals into campaigns that capture attention, spark engagement, and drive results. The art of campaign management is a blend of meticulous planning, creativity, and adaptability, and involves the following subtasks.

• Craft compelling messages: The heart of any campaign is the message. Paid ads require different wording and formats compared to a blog article, but every piece of content should reflect the same brand message and speak to the audience’s needs.

• Choose the right channels: From social media and email to display ads and influencer collaborations, selecting the best platforms is crucial to reaching the right audience effectively.

• Monitor and adapt: A campaign doesn’t end once it’s launched. Marketing managers track performance in real time and tweak copy, reallocate budgets, or change targeting parameters to boost their impact.

From open rates and click-throughs to conversions and return on investment (ROI), data is the best ally of a marketing campaign. We’ll take a deeper dive into performance data later in the article.

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3. Market research and analysis to leave less of your success to chance

Before launching a campaign or finalizing a strategy, a marketing manager must answer one pivotal question: Who are we talking to?

Market research reveals your audience’s demographics, behaviors, and preferences. You’ll understand what excites them, what problems they’re trying to solve, and what kind of messaging resonates with them. Keeping tabs on emerging trends helps you stay agile and innovative and analyzing competitor strategies, pricing, and positioning yourself in the gaps increases your chances of capturing market share.

To conduct market research and analysis, ask your customers what matters to them through surveys and feedback. For more indirect results, tools such as Google Analytics, social media insights, and industry reports give hard data on what makes people click.

Finally, comparing performance metrics and strategies with competitors reveals gaps and opportunities for growth. Armed with a clear picture of the market, you can turn those insights into precise actions, as opposed to a strategy based on vibes and hunches.

4. Social media management to build a personal relationship with your customers

Social media is a unique kind of marketing channel. Whereas newsletters and physical ads are a one-way street, social media gives you immediate feedback and opens up a two-way conversation. It’s the perfect place to build a thriving community, amplify your brand visibility, and provide a personal service.

Marketing managers oversee all aspects of social media management. This usually begins with mapping a calendar onto a scheduling tool and automating the posting element to avoid spending too much time on the task.

Many managers are now creating content using AI to generate images and taglines for eye-catching Instagram reels or thought-provoking LinkedIn posts. Capitalize on the momentum of likes and shares by responding to comments and initiating conversations.

Social media companies provide insights on reach, impressions, and engagement, but you can integrate social media sites into your customer relationship management system (CRM) to see all of your metrics from all platforms on one dashboard.

5. Branding and positioning to stand out in a crowded market

Branding is all about evoking emotion, delivering on promises, and building a reputation. It’s how a small business with limited resources can take market share from billion-dollar enterprises.

But crafting a strong brand identity and ensuring consistent positioning isn’t a one-time task—it’s an ongoing mission. A marketing manager has to ask themselves: What do we want people to think, feel, and say about us?

With that in mind, shape your branding and positioning with the following steps:

• Define the brand voice: Whether formal or playful, the tone has to resonate with the target audience while reflecting the company’s values.

• Create visual consistency: Colors, fonts, logos—every visual element must work together to be instantly recognizable.

• Tell a compelling story: A great brand isn’t built on products alone. Write narratives that connect emotionally, demonstrating how the brand solves problems or enhances lives.

6. Lead generation strategies that reach and convert new audiences

Finding leads is the first step in turning interest into revenue and it’s far from easy. Expect low conversions to begin with—it’s a saturated market out there—but the right lead generation strategy cuts a pathway from curiosity to purchases.

Successful lead generation is built on deliberate actions that attract, nurture, and guide potential customers. Marketing managers usually develop valuable resources like free eBooks, webinars, or demos to entice audiences to share their contact information in a web form.

Your offers needs a home. Clean, persuasive landing pages with clear calls to action are essential to capturing leads. You can direct people to your landing page from email campaigns, social ads, content marketing, and SEO, which is why unified messaging is so important.

But generating a lead is only the beginning. You then have to nurture contacts through personalized communication, targeted follow-ups, and relevant content to keep your brand top-of-mind without overwhelming prospects.

7. Customer engagement initiatives to spread brand awareness

Modern marketing managers know the importance of turning buyers into loyal advocates who stick with a brand and spread the word. When real-life customers post organic content about your products or services, you unlock a new audience that trusts you by proxy.

Personalization is a tried-and-tested technique to make customers feel valued and understood. Birthday discounts, tailored product recommendations, and loyalty programs all foster a sense of belonging, while surveys, reviews, and direct conversations show customers that their voices matter.

Customer engagement initiatives on social media can be especially fruitful. Contests, polls, and live events invite customers to actively participate, creating a buzz and securing deeper ties to your brand. Engaged customers stay loyal, spend more, and recommend the brand to others. Plus, they’re a treasure trove of insights, offering real-time feedback that helps refine your marketing strategies.

8. Monitoring marketing performance analytics to optimize campaigns

As we’ve seen, campaign optimization is an ever-present part of a marketing manager’s role. Here, we’re going to move away from the creative side and see how marketing performance analytics sheds light on how well you’re performing and guides decisions going forward.

The campaign analytics process includes:

• Tracking metrics to help identify which campaign elements are driving results and where adjustments are needed.

• Optimizing campaigns with real-time data that allows marketing managers to tweak campaigns mid-flight.

• Proving value to stakeholders and key decision-makers by demonstrating how marketing efforts contribute to broader business objectives.

• Most marketing experts will track all of their analytics through a CRM. Classic metrics for success include:

• Traffic sources: Where is your audience coming from—search engines, social media, or direct visits? Understanding traffic sources helps you target your outreach efforts.

• Engagement rates: Likes, shares, comments, and downloads provide insight into how well content resonates with audiences.

• Conversion rates: The ultimate marker of success—how many leads or sales result from a campaign.

• Customer acquisition cost (CAC): Knowing how much it costs to acquire a new customer ensures marketing budgets are used wisely.

• Return on Investment (ROI): Measuring the profitability of marketing campaigns helps determine whether the cost of acquiring customers is justified by the revenue generated. This will be explained in detail in the next section.

• Customer Lifetime Value (CLV): Analyzing how much revenue a customer generates over time helps refine targeting and budget allocation.

• Attribution modeling: Understanding which touchpoints contribute most to conversions ensures smarter budget distribution across channels.

• A/B testing results: Regularly testing different campaign elements (headlines, CTAs, images) helps refine strategies for better engagement and conversion rates.

• Churn rate analysis: Identifying how many customers stop engaging or purchasing can reveal weaknesses in the campaign or broader customer experience.

9. Budget allocation and ROI tracking to enhance marketing spend effectiveness

Even the most creative minds can’t succeed as marketing managers if they can’t handle budget allocation and ROI tracking. Managers in any department need to justify how they’re spending their money and balance ambition with efficiency, and marketing leaders are no different.

Every campaign, channel, and strategy competes for a piece of the marketing budget. A skilled marketing manager approaches this challenge like a strategist:

• Prioritize objectives: Budgets are in line with business goals, whether it’s boosting brand awareness, driving sales, or entering new markets.

• Channel evaluation: Funds are allocated based on channel performance—spending more on high-ROI platforms and scaling back on underperformers.

• Flexibility is key: A smart budget isn’t a one-and-done task. Marketing managers reserve a portion for unforeseen opportunities or necessary mid-campaign adjustments.

ROI tracking measures the impact of your strategy, with overall campaign ROI, lifetime value of acquired customers, and channel attribution models helping you track your spending in detail.

10. Team collaboration that builds trust, innovation, and productivity

Maybe the main difference between a creative maverick and a marketing manager is the ability to handle a team. In addition to strategy, leaders have to get their people working in harmony and support each individual in their professional development.

Collaboration is about alignment and communication. That involves setting goals that explain the “why” behind each campaign and motivate people to deliver results. Managers also need to work closely with sales to align messaging, with product teams to understand features, and with creatives to bring campaigns to life.

On a day-to-day basis, marketing managers use task management systems and shared calendars to keep projects organized and deadlines clear. These tools constantly soak up data and convert it into reports that inform the next steps.

For example, if social media leads aren’t converting, a manager might choose to channel more resources into areas like content marketing coordination to gather higher-qualified leads. Their ability to get the whole team on board with a change in strategy is what separates a good marketing manager from the rest.

Bitrix24: A one-stop shop for marketing managers

As you can see, a marketing manager has a lot on their plate. To excel in this dynamic role, the best leaders leverage tools that cut out menial tasks, provide insights at the click of a button, and use AI to accelerate workflows.

Bitrix24 brings you the full package:

• Customer engagement software for building lasting relationships

• Lead management solutions to capture and nurture prospects effortlessly

• Analytics systems for performance tracking

• Campaign management systems for streamlined execution

• AI-driven content and image creation for rapid-fire campaigns

• Automations across the board for schedules full of high-impact work

• Project management tools for team coordination

• Collaboration hubs to align marketing, sales, and support teams

And much more!

Sign up for Bitrix24 today for a marketing platform that sets you up for success.

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