Advertising, Sales and Marketing Manager
This job is sometimes referred to by alternative titles
Advertising, sales and marketing managers plan and direct the development, promotion and sale of an organisation's goods and services.
Sales managers usually earn
$75K-$300K per year
Marketing managers usually earn
$85K-$180K per year
Source: Michael Page and Statistics New Zealand.
Pay rates for advertising, sales and marketing managers vary.
- Advertising managers earn an average of $90,000 a year.
- Regional sales managers usually earn $75,000 to $180,000.
- National sales managers usually earn $120,000 to $300,000.
- Marketing managers in the public or not-for-profit sector usually earn $85,000 to $130,000.
- Marketing managers in the corporate sector usually earn $100,000 to $180,000.
Some employers offer a bonus structure.
Sources: Michael Page, 'Salary and Employment Outlook 2015/2016', 2016; Statistics New Zealand, '2013 Census', 2015.
- Michael Page website - 2015/2016 salary report (PDF - 5.32MB)
- MoreBusiness.com website - use this calculator to convert pay and salary information
(This information is a guide only. Find out more about the figures and diagrams in our job information)
What you will do
Advertising, sales and marketing managers may do some or all of the following:
- make policies and plans for the advertising, sales and marketing activities of an organisation
- help develop new products and services using market research
- decide on pricing and special deals for goods and services
- analyse customer feedback and monitor customer satisfaction
- supervise and co-ordinate the work of salespeople.
Marketing managers who do fundraising for charitable organisations also contact people to find donors and organise fundraising events. They may also write press releases and give statements to the media.
Skills and knowledge
Advertising, sales and marketing managers need to have:
- knowledge of the products or services they sell, the market for those products or services, and how to advertise or promote them
- knowledge of staff management and budgeting
- knowledge of finances, to help with costing goods and services
- administrative skills
- research skills.
Advertising, sales and marketing managers:
- usually work regular business hours, although those doing fundraising may work weekends or evenings, as events are often held at these times
- spend most of their time working in offices
- may travel nationally to visit other branches of the company.
What's the job really like?
Luke Millen - Advertising Sales Manager
Someone with the gift of the gab
Luke Millen works as an advertising sales manager for a national surf magazine. “I was managing surf shops when I got approached to do the job. They knew I had the gift of the gab and thought I’d be good at selling advertising space – so it definitely helped me knowing people in the industry because it’s a really niche area to break into."
Beating his own achievements
One of Luke’s biggest challenges is managing the budgets. “It’s a real money-driven job. I don’t have a set annual financial plan, but I set myself the goal of always beating my previous year’s advertising budgets. That’s a good feeling because it means that I get a bigger commission and we can produce a better magazine."
Getting paid to travel – just one of the perks
“There are some awesome perks in this job as well, like when the company I work for sent me to Samoa for four weeks to write a story for the in-flight magazine on Polynesian Airlines. I took my wife with me and we basically had a free holiday surfing and travelling around Samoa. And did I mention that I have the freedom in my job to go surfing most mornings?!”
Mattt finds out about being a sales manager - 6.30 mins. (Video courtesy of the Retail Institute)
Clinton: People skills are a big part of managing a big box retail store like Mitre 10 Mega. Janine Pretty has risen quickly through the ranks and is now the regional manager responsible for 25 stores, and she’s only 24!
Janine: So someone potentially wanting to get into retail, it’s all about people, so you’ve got to enjoy talking to people because you are serving customers. So that’s the beauty of it and that’s where the challenge is.
Janine: Hi Matt, I’m Janine, nice to meet you.
Janine: How about we go out to one of the stores today and you can see what it’s like to possibly be in my shoes.
Matt: Cool that would be good.
Matt: So what does the job involve?
Janine: Well as a regional manager, you’re really the first port of call for the stores. So if they need any advice operationally you’re the person that they call.
Matt: I’d say you’d be on the road quite a bit.
Janine: Yeah definitely, hence the company car.
Clinton: Matthew’s first job is to do a walk through of the store checking that the presentation is up to scratch.
Janine: The first thing we look for is obviously pulling into the carpark – how the store looks from the outside.
Clinton: The entrance to a Mega store is called the landing pad, where seasonal and promotional goods are displayed to their best effect.
Janine: One of the keys things we are checking for is making sure the store is compliant with our promotional activity.
Janine: What’s involved in retail management is really being a support to the stores. So here at Mitre 10 we have a support centre. It’s really about providing support and advice to help the business grow.
Matt: I’ve got that one, that one, that I think.
Janine: Key areas of management within the retail industry is obviously looking at the operational aspects, so my role entails helping the store with marketing, obviously looking at the financial side to drive those sales, make sure we’ve got the good profit.
Janine: Another really important role of being a manager is to make sure the team are aware of any health and safety risks. The bottom line is you need to have really good people skills – being able to interact, lead, motivate, delegate. There’s a lot involved.
Clinton: After every weekend the Mitre 10 team gather for a meeting where store manager Patrick Britton keeps the staff up to date with how the store is doing.
Patrick: The beauty of retail is the skills you can take throughout the world with you. Retail remains the same in any country. It’s not just a career here in New Zealand, they’re qualities for life that you take with you wherever you go on your travels.
Clinton: After finishing off his mochaccino Matt heads off to Takapuna Mitre 10 Solutions to meet Warren May who is now completing his management level qualification in retail through the Retail Industry Training Organisation.
Matt: So what does that really involve?
Warren: Everything from learning how to approach a customer, how to ask questions so you get the right answer back so you actually sell them things, through to your management style, how to deal with the law – Consumers Act, things like that. Through to managing a whole business, running it from profits, losses, shop theft, everything to maintain and run a shop.
Clinton: A Modern Apprenticeship is the easiest and cheapest way for a young person to get into training, and retail ITO consultant, Simone Rakene is there to explain it all to Matt.
Matt: So what sort of modules does the apprenticeship involve?
Simone: Modules on customer service, selling skills, legislation, product knowledge – all key components of being able to provide decent customer service.
Matt: Oh cool.
Clinton: Back at Mitre 10 Mega, and Matt has a new task – he’s going to be the mystery shopper for the day.
Janine: A mystery shopper is really someone that comes into the store and obviously the team members don’t know that they’re really being assessed on their service levels. So with Mitre 10 we’re looking for five keys steps, and they are greet, respond, explain, ask and thank. So really it’s making sure that our customers are getting the best service that they can.
Matt: Hi, I’m just looking for a drill.
Team member: Drill. What kind of drill are you after?
Janine: So one of the myths I see is that there is not a career in retail. But once you get the foot in the door with a good company and you work hard and prove yourself there’s definitely a career available.
Team member: If you want anything else, just let me know.
Matt: Yep, will do. Cool thanks.
Team member: Thanks, cheers.
Matt: He went quite well. He did that greet thing alright.
Clinton: There’s a lot more to discover with retail management so Matt and Janine head back to the support office to find out how a large retail company keeps on top of everything including the design of new stores.
Janine: So this is what our visual merchandising and our store design team work towards. And this is really the bible for a manager.
Janine: There’s opportunity not just to get into marketing and operations, but set-up, accounting, advertising, human resources, so there’s a lot of opportunities within a retail business.
Clinton: The experience is over and there’s been a lot to absorb so does Matt have the sort of skills needed to do well in retail management?
Janine: Matt definitely had some great skills in terms of being able to talk and have a conversation. That’s awesome for retail – you’ve got to be able to talk to people. He also smiled which was really great to see. It’s amazing how far a smile can go.
Matt: The best part is that there’s so many different areas to it. You probably never get bored either because it’s always changing and you’re not sitting at a desk all day doing the same old thing every day.
Clinton: The National Certificate in Retail (Level 4) builds on entry-level and supervisory skills to focus on management skills and knowledge. Students will learn how to plan, organise and manage staff. They will be able to deal with interpersonal conflict, perform business calculations and apply relevant legislation. A Modern Apprenticeship is available for people aged 16 to 21, allowing them to advance their careers while they gain valuable shop floor experience.
Clinton: Well done Matt, I’m sure you’ll do great in that industry and thanks for being a part of today’s show.
A tertiary qualification in business management, marketing or commerce is usually needed to become a marketing manager, and preferred for advertising and sales managers.
Most employers also require you to have relevant advertising, sales or marketing experience and a driver's licence.
On-the-job training is important, as advertising, sales and marketing managers are required to have up-to-date knowledge of new products and services, and consumer trends. Companies often run courses for staff or send them on courses to update their knowledge.
Four years of secondary school education is usually required to enter tertiary training. Useful subjects include English, maths with statistics, economics and accounting.
Advertising, sales and marketing managers need to be:
- persistent and motivated
- able to lead and persuade people
- enquiring and analytical
- good at networking
- good at communicating
- skilled at planning
- able to work well under pressure.
The bottom line in this job is the revenue, so it's important to have drive, motivation and commitment to reach your targets and goals.
Guy Bellamy - Advertising, Sales and Marketing Manager
Useful experience for advertising, sales and marketing managers includes:
- work as a sales representative
- call centre or other customer service work
- public relations work
- market research
- work in a newspaper, advertising or media agency
- experience in human resources
- work involving negotiation.
Find out more about training
- Association of NZ Advertisers Inc (ANZA)
- (09) 300 5932 - firstname.lastname@example.org - www.anza.co.nz/
- Communication Agencies' Association of NZ (CAANZ)
- (09) 303 0435 - email@example.com - www.caanz.co.nz/index.php
- New Zealand Marketing Association
- (09) 361 7760 - firstname.lastname@example.org - www.marketing.org.nz
- NZ Institute of Management (NZIM)
- 0800 800 NZIM - email@example.com - www.nzim.co.nz
What are the chances of getting a job?
Number of advertising, sales and marketing manager jobs growing
To save money during the 2008-2009 economic recession, many organisations cut back on spending – including spending on advertising, sales, and marketing staff.
However, the economy is slowly recovering and retail sales volumes are increasing. Overall, retail sales volumes have been growing since June 2009, with a 2.1% rise in the December 2012 quarter – the largest increase since the recession.
As a result, the number of advertising, sales and marketing managers increased by about 8% between 2010 to 2012, according to Ministry of Business, Innovation and Employment estimates.
Job opportunities are expected to continue growing in line with improving market conditions. According to a recruitment company survey, 27% of employers planned to recruit marketing and sales staff in 2013.
Demand highest for those with some experience
Sales and marketing managers with two to five years' experience have the best job prospects, as demand for them exceeds supply.
Types of employers varied
Advertising, sales and marketing managers work for organisations in a range of industries that sell products and services, including:
- Michael Page International, 'Michael Page Recruitment Index, Quarter 2, 2012', accessed March 2013, (www.michaelpage.co.nz).
- Michael Page International, 'Salary and Employment Forecast, 2012/2013', accessed March 2013, (www.michaelpage.co.nz).
- Ministry of Business, Innovation and Employment, ‘2003-2012 Occupation Data’ (prepared for Careers New Zealand), 2012.
- Statistics New Zealand, 'Retail Trade Survey: December 2012 Quarter', accessed March 2013, (www.stats.govt.nz).
Progression and specialisations
Advertising, sales and marketing managers can spend several years working their way up through various managerial positions – from account manager to regional manager to national manager.
Last updated 29 May 2017