Advertising Manager

Contents

• The Role of an Advertising Manager
• Responsibilities of an Advertising Manager
• Key Skills
• Demand for the Profession
• How to Become an Advertising Manager

The Role of an Advertising Manager

An advertising manager is a key specialist responsible for promoting a brand's goods and services through various advertising channels. Their work includes planning, implementing, and monitoring advertising campaigns. In fact, the role of an advertising manager can be seen as a combination of various specializations that may vary depending on the employer's needs. Depending on the requirements, the manager may perform numerous functions, including managing advertising campaigns, setting up online advertising, PR activities, analyzing the target audience, and much more.

In one company, the advertising manager may focus on online advertising, creating copy for creatives and videos, while in another, they may be responsible for media planning and managing contracts, delegating tasks to external contractors. For example, the company "PIK" announced a vacancy for the position of advertising manager with a salary starting from 120,000 rubles before tax deductions.

Responsibilities of an Advertising Manager

The responsibilities of an advertising manager can vary, but the main functions include:

• Media Planning: Developing advertising strategies, selecting formats and placement channels, determining budgets and timelines, forecasting results.
• Negotiations: Conducting negotiations with advertising space owners, concluding contracts, and monitoring their execution.
• Advertising Development: Creating advertising materials (layouts, videos, texts).
• Performance Monitoring: Analyzing campaign results, tracking KPIs, and adjusting strategies as necessary.

The specialist can perform both managerial functions and technical tasks, such as targeting setup, copywriting, and creating layouts. Thus, employers seek a versatile specialist who can combine organizational and technical functions.

Key Skills

To become a successful advertising manager, one must possess a range of professional skills (hard skills) and personal qualities (soft skills).

Professional Skills (Hard Skills)

• Knowledge of the fundamentals of advertising, PR, and marketing.
• Management skills: organizing work, distributing tasks, monitoring execution.
• Understanding legal aspects: knowledge of legislation in advertising and labor relations.
• Proficiency in modern software and technical tools for working with graphics and video.

Personal Qualities (Soft Skills)

• Analytical and strategic thinking.
• Creativity and the ability to generate original ideas.
• Communication skills and business communication abilities.
• Adaptability and a willingness to learn in a rapidly changing environment.

Demand for the Profession

Today, the advertising manager is one of the most sought-after professions in the labor market. Businesses need to effectively promote their goods and services in a highly competitive environment. As of June 2024, there were over 12,800 job vacancies for advertising managers listed on job search platforms like HeadHunter. Specialists are in demand across various sectors, including advertising agencies, online stores, trading companies, and media.

Job opportunities are available in both large companies and small to medium-sized businesses. It is important to note that employers often seek versatile professionals capable of handling tasks in advertising, marketing, and PR. Career advancement opportunities are also quite extensive: an advertising manager can progress to the head of the advertising department, director of advertising, or marketing director.

How to Become an Advertising Manager

For starting a career in this field, having a relevant higher education, such as in advertising and public relations, is welcomed. However, many employers are willing to consider candidates who have completed specialized courses or self-taught. The most important factor is the presence of practical skills and successful case studies from previous projects. In this context, educational institutions such as the Higher School of Economics and the Bauman Training Center "Specialist" offer programs and courses that help acquire the necessary knowledge and skills.