Canadian Marketing Blog

What Happened to Marketing Communications Managers?

Have MARCOM Managers become graphic designers, web programmers and copywriters?

I recently found a job posting for a MARCOM manager. This company wants a person to manage media relations, design, program their website, write, just to name a few. But the kicker is that they want someone with only 2-3 yrs experience. What is going on??? This is not a isolated situation. I see this all the time. I have worked for large and small companies and the role of the MARCOM Manager is diminishing.

Companies think that a Marketing Manger can take over these duties, understand branding, channel management, liaise wth the agency, etc. I would like to know what agency people think of this slow removal of MARCOM Managers from campaign developments or product launches.

MARCOM Managers out there, do you feel like your roles are blurring?

YES! its so funny to read this here. i was just talking about this with our studio manager. with the proliferation of the independent designer (who are ready to slut themselves out at $10/h), bigger studios (with way higher overhead) are forced to maximize their staff dollar. i find myself not only managing an account, but pulling out my design tools way more often than i used to.

until reading this, i had thought that this was something confined to a small studio (less than 10 people) who effectively are competing for the same business as the independent designer. its too bad, in my opinion there is huge benefit (on most projects) to one person driving the concept and managing the end product.

Hi,

This has been the case so far in my career in Marketing Communications since I finished business school three years ago. I think part of this is a function of working in the small business realm, and part of it is by choice.

Working in small business, if I specialized only in managing the communications aspect, I would be lost in the bigger picture (I am a marketing department of one, and many of my peers are, too). I think being a generalist is necessary in the small business arena.

Personally, I didn't want to be pigeon-holed right away, and I really enjoy the variety small business affords me. I have a Bachelor of Fine Arts as well as my MARCOM training, so the graphic design component gives me a creative visual outlet, too. I love learning, and while I know I am not an expert in all areas that I am expected to manage, I feel that I will be stronger further along in my career for having had to learn so much. I "outsource" where my skills end and budget allows to make up for what isn't realistic for me to pick up along the way.

Thanks for the posting...I'm interested to read other experiences!

It's interesting - in my experience, many large corporations are "downgrading" the experience level and competence of their marketing & communications departments, and in turn saddling much of the strategy & development on the agency account mangers.

With reduced budgets the ad agency are actually being driven to do more - to the point that some account managers/account execs are devising entire marketing campaigns. From branding and media campaigns to internal communications and even fulfillment at the retail level, the agencies are slowly eroding the role played by the marcom manager... eventually they'll get wiser and start charging for it!