What Is a Marketing Operations Manager? How to Become One, Salary, Skills.

Marketing operations managers oversee the technologies and automations used by marketing teams to support and streamline marketing processes. Here’s what to know about a marketing operations manager’s needed skills, salary and how to become one.

What Is a Marketing Operations Manager?

Marketing operations managers support marketing teams by integrating technologies and automations into marketing processes.

What Do Marketing Operations Managers Do?

Marketing operations managers help marketing teams function and meet their goals by improving marketing processes through tech-based solutions.

Marketing Operations Manager Responsibilities

• Integrate technologies into marketing processes. 
• Establish marketing strategies, goals and budgets based on technology needs. 
• Ensure marketing personnel are following technology standards and have the resources to complete necessary tasks.  
• Work with director of marketing, marketing operations specialists, marketing technologists and other team members. 
• Stay up to date on marketing automation tools, communication platforms and other technologies.

Day-to-Day Responsibilities of a Marketing Operations Manager

• Review marketing processes to find areas where technology can improve efficiency. 
• Work with marketing managers and personnel to determine how automation tools and other technologies affect marketing strategies.
• Meet with marketing operations specialists and other team members to offer training and communicate technology standards. 
• Compile data and develop reports on marketing budgets and technology needs for marketing executives.
• Assess current marketing technologies and analyze data on whether they improve marketing workflows and processes.

Marketing Operations Managers Within a Company

Marketing operations managers oversee the marketing operations team, which may also consist of marketing technology specialists, marketing operations specialists, data analysts and other team members. These leaders often report to a marketing director or VP of marketing.

Importance of Marketing Operations Managers

Marketing operations managers allow marketing teams to complete tasks faster and free up their team members to focus on more complex tasks. This efficiency allows marketing teams to hit their targets and set more ambitious goals in the future.

What Skills Are Needed to Be a Marketing Operations Manager?

Qualifications to Be a Marketing Operations Manager

• Background that balances marketing and technology. 
• Understanding of marketing ecosystem and processes.  
• Experience creating and leading marketing strategies, campaigns and other initiatives.
• Proven success in a management or leadership role. 
• Knowledge of the latest technologies in the marketing field.

Marketing Operations Manager Prerequisites

• Bachelor’s degree in marketing, communications, English or a related field. 
• At least five years of relevant work experience, but some companies may require up to 10 years of experience. 
• At least three years of management experience, but this number also depends on the company. 
• MBA in marketing or a related field (not required, but helpful to have).

Marketing Operations Manager Hard Skills

• Understanding of how marketing processes work together and affect each other.
• Expertise in assessing marketing processes and finding ways to improve efficiency or quality of work.  
• Skilled in developing marketing strategies while incorporating technology solutions.
• Ability to set goals, timelines and budgets for marketing personnel to follow.  
• Familiar with communication platforms, automation tools and other technologies.

Marketing Operations Manager Soft Skills

• Excellent communication skills for articulating ideas and strategies. 
• Holistic thinking for finding connections between different processes. 
• Interdisciplinary mindset for combining marketing and technology knowledge. 
• Strong leadership and mentorship abilities.
• Problem-solving approach that values research and data analysis.

Tools and Programs Marketing Operations Managers Use

• Project management platforms like Asana, monday.com and Trello.
• Customer relationship management software like HubSpot and Marketo. 
• Messaging applications like Slack, Signal and Google Chat. 
• Data reporting tools like Google Data Studio, Databox and Infogram. 
• Budgeting software like Prophix, Cube and Workday Adaptive Planning.
• Marketing collaboration tools like TrueNorth, Evernote Teams and Acoustic.

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How to Become a Marketing Operations Manager

Marketing Operations Manager Education and Experience

Marketing operations managers often complete their bachelor’s degree in marketing, English, communications or a related field. Some go on to earn their MBA in marketing as well. Incoming professionals should expect to work between five and 10 years before becoming marketing operations managers. After serving in entry-level roles like marketing coordinator, professionals can become marketing specialists and then marketing managers, gaining at least several years of management experience.

Marketing Operations Manager Certificates and Courses

• Courses in content marketing and other types of marketing. 
• Professional certifications in digital marketing, marketing management and other areas. 
• Leadership training courses to prepare for management and mentorship duties.
• Certifications for tools like Google Ads, Hootsuite and HubSpot.

Marketing Operations Manager Career Path

Marketing operations managers may begin their careers in entry-level roles like marketing associate or marketing coordinator. Those who excel in their roles can become marketing specialists, working their way up to marketing manager, brand manager and other management positions. Marketing operations managers who want to take the next step in their careers can pursue an executive role like VP of marketing or director of marketing.

Marketing Operations Manager Salary and Job Outlook

Predicted increases in marketing management roles means aspiring marketing operations managers should have a hopeful future. According to the Bureau of Labor Statistics, the number of advertising, promotions and marketing managers is set to increase by 10 percent between 2021 and 2031.

The full compensation package for a marketing operations manager depends on a variety of factors, including but not limited to the candidate’s experience and geographic location. See below for detailed information on the average marketing operations manager salary.