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)
Describes methods in creating cost-effective advertisements to reach target audiences.
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Level 2 Behaviors
(Light Experience)
Assists in creating and preparing advertising campaigns to increase brand awareness.
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Level 3 Behaviors
(Moderate Experience)
Executes different practices used in affiliate marketing and advertising to ensure optimal business growth.
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Level 4 Behaviors
(Extensive Experience)
Expands and analyzes complex advertising activities to achieve desired results.
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Level 5 Behaviors
(Mastery)
Establishes annual marketing and advertising programs to build brand reputation.
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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)
Discusses the fundamental elements of brand marketing.
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Level 2 Behaviors
(Light Experience)
Conducts research and analysis to identify brand positioning.
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Level 3 Behaviors
(Moderate Experience)
Collaborates with brand management to improve and bring awareness to a wider value and reputation.
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Level 4 Behaviors
(Extensive Experience)
Creates measurements and parameters to evaluate performance of brand marketing vs competitors.
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Level 5 Behaviors
(Mastery)
Conceptualizes and oversees the creation of brand management initiatives.
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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)
Collects and summarizes information and marketing materials for R&D purposes.
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Level 2 Behaviors
(Light Experience)
Discusses the potential profitability of a proposed new product.
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Level 3 Behaviors
(Moderate Experience)
Evaluates our business’s P/S costs and prices, and market positioning.
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Level 4 Behaviors
(Extensive Experience)
Establishes related procedures for product design, development and delivery time limits.
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Level 5 Behaviors
(Mastery)
Describes the planned launch of superior products and services to stakeholders to promote enthusiasm and support.
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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)
Describes the concepts and principles of budgeting operations.
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Level 2 Behaviors
(Light Experience)
Assists in developing and improving budgeting models, plans, and strategies.
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Level 3 Behaviors
(Moderate Experience)
Compares planned budgets vs. actual expenditures, identifies, reports, and explains variances.
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Level 4 Behaviors
(Extensive Experience)
Determines system capabilities and needs to improve the process for financial budgeting.
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Level 5 Behaviors
(Mastery)
Develops financial models to support the strategic improvement of our budgeting processes.
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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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