Skills & Competencies for Advertising Manager

Advertising Manager job profile

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JOB SUMMARY for Advertising Manager

Manages the implementation of the strategy, plans, and tactics required to create advertising concepts and campaigns that deliver results and meet organizational and stakeholder objectives.

JOB RESPONSIBILITIES for Advertising Manager

Controls the budget, expenditures, resource allocation, and project timelines for all advertising campaigns. Identifies media channels and directs the placement of all advertisements and the development of promotional materials. Ensures consistent and effective branding and messaging in all forms of advertisements. Deploys metrics and data analytics processes to measure campaign effectiveness and assess return on investment. Maintains awareness of industry and competitive intelligence and recommends innovative and new advertising methods and initiatives.

Advertising Manager SALARY RANGE

BASE 50%
$121,904
TOTAL 50%
$136,759
Job Level
M02
Job Code
SM15000203
Education/Degree
Bachelor's Degree
Reports To
Director

Advertising Manager Skills and Competencies List

Proficiency Levels and Behavioural Indicators
Salary.com identifies five increasing levels of proficiency for each skill/competency. Some jobs require only a relatively low level of proficiency in each skill/competency, while other jobs will require a more advanced level of proficiency in the same skill/competency. These levels rate the degree of proficiency (skill level, expertise) we expect the incumbent to perform in the given skill/competency for the given job. Note that we intentionally do not associate timeframes or years of experience in performing the skill/competency because that can be misleading. Proficiency levels identify what the incumbent knows and can do rather than how long they have been doing it. Also, note that the proficiency levels are cumulative, e.g., a level 4 proficiency implies the ability to perform all the behaviors at the lower levels.
Check each Advertising Manager skill and competencie below to view definitions.
JOB FAMILY COMPETENCIES CORE COMPETENCIES
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12 general skills or competencies (Job family competencies) for Advertising Manager

1 Job Family Competencies – Advertising
Proficiency Level -4
Skill definition-Promoting and selling products, services, or ideas to convince our target customers in choosing a specific brand.
Level 1 Behaviors
(General Familiarity)
Enters data related to priced advertising materials, orders, and revisions to our database.
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Level 2 Behaviors
(Light Experience)
Collects and compiles marketing and advertising statistics.
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Level 3 Behaviors
(Moderate Experience)
Handles all promotional marketing materials to generate detailed branding.
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Level 4 Behaviors
(Extensive Experience)
Integrates core annual marketing and advertising programs for each assigned account to increase profit.
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Level 5 Behaviors
(Mastery)
Keeps abreast with the new trends and techniques in advertising to ensure business competitiveness and optimal growth.
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2 Job Family Competencies – Brand Management
Proficiency Level -3
Skill definition-Strategizing and evaluating brands in terms of positioning and target customers to ensure products and services highlight the quality of the brand.
Level 1 Behaviors
(General Familiarity)
Explains the basic principles and concepts of brand management.
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Level 2 Behaviors
(Light Experience)
Participates in daily activities of brand management to provide best deals.
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Level 3 Behaviors
(Moderate Experience)
Handles day-to-day functions of brand marketing activities.
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Level 4 Behaviors
(Extensive Experience)
Defines and implements brand marketing plans for various products/services.
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Level 5 Behaviors
(Mastery)
Designs brand strategies to drive volume and profitability.
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3 Advertising Manager - Skill and Competency
Proficiency Level - 3
4 Skill and Competency - Advertising Manager
Proficiency Level - 4
5 Competency for - Advertising Manager
Proficiency Level - 5

12 soft skills or competencies (core competencies) for Advertising Manager

1 Core Competencies – Products And Services
Proficiency Level -3
Skill definition-Knowledge of the full array of our organization's products and services including those that are created for internal customers; insight into the differentiating factors that distinguish them from those of competitors.
Level 1 Behaviors
(General Familiarity)
Describes own business unit's role in the production of our organization's P/S.
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Level 2 Behaviors
(Light Experience)
Outlines the main advantages of our business's main P/S.
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Level 3 Behaviors
(Moderate Experience)
Examines the products and services from the perspective of the customer.
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Level 4 Behaviors
(Extensive Experience)
Incorporates quantifiable evidence to prove that the value of the product is credible.
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Level 5 Behaviors
(Mastery)
Educates others on the structure and integration of cross-functional products or services.
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2 Core Competencies – Budgeting
Proficiency Level -4
Skill definition-Applying specific policies, tools and practices to plan and prepare projected revenues, expenses, cash flows, and capital expenditures.
Level 1 Behaviors
(General Familiarity)
Lists the elements and the steps on how to conduct budgeting.
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Level 2 Behaviors
(Light Experience)
Tracks and reports financial inefficiencies to ensure smooth functioning of our budgeting processes.
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Level 3 Behaviors
(Moderate Experience)
Works with senior management in creating appropriate budget amounts.
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Level 4 Behaviors
(Extensive Experience)
Recommends alternative budgeting strategies for resolving budgeting issues in our workplace.
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Level 5 Behaviors
(Mastery)
Introduces technologies, policies, and programs for more effective budget management.
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3 Advertising Manager - Skill and Competency
Proficiency Level - 3
4 Skill and Competency - Advertising Manager
Proficiency Level - 4
5 Competency for - Advertising Manager
Proficiency Level - 5

Summary of Advertising Manager skills and competencies

There are 0 hard skills for Advertising Manager.
12 general skills for Advertising Manager, Advertising, Brand Management, Content Marketing, etc.
12 soft skills for Advertising Manager, Products And Services, Budgeting, Customer Relationship Management, etc.
While the list totals 24 distinct skills, it's important to note that not all are required to be mastered to the same degree. Some skills may only need a basic understanding, whereas others demand a higher level of expertise.
For instance, as a Advertising Manager, he or she needs to be skilled in Products And Services, be skilled in Budgeting, and be skilled in Customer Relationship Management.

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