The Marketing Manager is responsible for sales and marketing and deals with the marketing of consumer goods and all activities related to the launch and sale of a product.

Generally, it works as an employee but can also do its job as a freelancer on an autonomous basis or on behalf of companies specialized in business services and works in full autonomy, but always in compliance with corporate strategies. He can operate either centrally or within specific divisions of the company and working hours are highly flexible. Among the many tasks that it carries out, it has the task of defining the most appropriate marketing objectives and marketing strategies and works in associations, institutions or public administrations, coordinating the sales, advertising and public relations sectors. The marketing manager's task is also to manage the "four levers" that manage the marketing, then the product, the price, the advertising and the point of sale. In more structured contexts, marketing and commercial administration applications are usually separated, unlike small and medium-sized companies in which the commercial director is also the person in charge of the marketing dictator: sometimes there is a substantial overlap between the two figures. .

The Marketing director takes care of coordinating all the activities concerning the sector, in fact, of marketing and therefore:

Defines marketing plans for product development;

Study the evolution of market variables;

Monitor the promotion and communication actions of the products;

Manages the work of internal and external collaborators;

It develops sales strategies with the sales department and determines the company's promotion, advertising and corporate image guidelines;

It proposes the promotion / communication of products on ad hoc channels, such as catalogs, events and advertising.

The professional also deals with the marketing of consumer goods and all activities related to the launch and sale of a product, defining the commercial objectives and the most appropriate strategies. The marketing director also collaborates in the management of promotional programs, assisting with the executive phase, collects and studies data on promotional activities, defines budgets for advertising, develops layout models and examines the prices charged by the competition.

It is not possible to define a pre-established training and professional path for the profession of sales and marketing manager. In most cases, however, the profession of sales manager and marketing represents a point of arrival for a career path. To take up the marketing director's job, the candidate must earn a degree in a marketing-related degree program such as Economics, Communication Sciences, Advertising or Finance and would also need to consider taking a postgraduate master's degree, maybe always choosing an address related to marketing. Furthermore, to become a marketing director, the candidate must have certain requisites: he / she needs to know the techniques of marketing and visual merchandising, and therefore also the creative artistic skills and skills in the economic administrative disciplines and commodity disciplines. It is also required that the candidate knows how to use the PC very well, word processing and calculation programs.

Among the necessary skills, it is also necessary that the aspiring marketing director is equipped with analytical skills, creativity, decision-making and organizational skills, as well as great resistance to stress in order to survive any unexpected events. The competitiveness of the markets and the general qualitative leveling observed in the job offer, push more and more companies to strengthen the marketing area while the development of products, image planning and company branding can create new outlet areas and developing sectors that are now an essential necessity.

The marketing director is therefore a profession that takes place with a fair market and is required in the business environment even if companies require to recruit new resources a good curriculum and lots of experience in the field. The duties of the marketing director vary according to the sector and the size of the company: the profession could be carried out as an individual sales manager or within a team of managers, experts and assistants. Many professionals who are mainly involved in the marketing sector and, in particular, the marketing director, to carry out their work in the best way, is necessary to carry out a commercial strategy, especially if it is a particular brand, a single company, an organization or of a specific customer. In order to become a marketing director, it seems necessary that, after having completed a course of study based on marketing and trade issues, he gains a lot of experience by accepting to work as an intern in a company or in any case taking low-level positions in such a way as to be able to arrive, through a promotion to the role of manager.