Retail marketing managers coordinate with marketing research departments and product development workers to establish strategies for marketing retail products. Focusing on the four P's of marketing, product, price, place and promotion, retail marketing managers must control these conditions to ensure their strategies appeal to their audience.
To qualify for the position as a retail marketing manager, applicants must have at least a bachelor's degree in business administration with a focus on marketing courses. Those who studied communication with a concentration in public relations will also be considered. Candidates who have completed an internship in a marketing environment will be favored.
Applicants must be organized to excel in a career as a retail marketing manager. They must be confident public speakers and able to deliver presentations with ease. Qualified applicants will demonstrate critical thinking skills. Retail marketing managers must have good interpersonal skills and demonstrate creativity. These professionals must be able to work well under pressure and under tight deadlines, as the work environment is often intense. Computer skills are also required of retail marketing managers.
Retail marketing managers must create marketing strategies based on buying trends and consumer income information. The strategies are implemented with the goal of achieving predetermined company objectives. Marketing managers must also establish customer satisfaction programs, promotional packages with coupons and incentives as well as materials for media distribution. These managers are responsible for allotting the budget among marketing campaigns, advertising strategies and promotional tools. Marketing managers must supervise subordinate marketing professionals, assigning tasks and following up to ensure successful completion.
Salaries vary for retail marketing managers depending on the size and location of the company and the industry in which the company functions, according to the Bureau of Labor Statistics. Average annual salary in 2008 for marketing managers was $108,580. For recent college graduates, starting salaries for marketing majors was $43,325 in 2009, according to the Bureau of Labor Statistics.
The rise of online shopping has put online retail marketing managers in high demand. This position is also highly competitive. Marketing managers are less likely to be laid off, and companies are less likely to outsource for this position, according to the Bureau of Labor Statistics. Since this field reaches into others, marketing professionals may also find careers as public relations representatives or careers in advertising appealing as well.
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