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A marketing career typically involves generating interest in a company鈥檚 brand and products, but marketers go about that work in various ways. If you choose to pursue this in-demand work, there鈥檚 more than one career path to explore鈥攁nd lots of growth opportunities.听聽

Learn about the different types of marketing and how your interests may align with each one.听聽

Types of marketing careers聽

• Brand managers oversee a brand鈥檚 persona, driving interest and appreciation.

• Communications and public relations teams promote a brand through external communications. They often work closely with other units (social media, content) to foster conversation about a company.听

• Content marketers create informative and valuable content for customers, like blog posts, podcasts, and videos.听聽

• Digital marketers reach out to customers to promote products through various digital channels, including social media and email.听聽

• Event marketers plan events and experiences that support a brand鈥檚 persona.

• Product marketers use data-backed strategies to launch new products鈥攐r product lines鈥攊n the marketplace.听聽聽

• Search engine marketers (SEM) use search engine optimization (SEO) strategies to increase a company鈥檚 visibility on search engine results pages (SERP) so customers can discover a brand more organically.听聽聽

Marketing careers: 6 areas of interest

Within these different marketing types, there are several career options to explore depending on your interests. Here are six areas to start:

1. Research聽

Marketing teams rely on data-driven research to tailor and target everything from campaign messaging to product launches. If you conduct research,聽 you鈥檒l use various tools to help you figure out what customers need and want and then translate your findings so your team can develop more impactful marketing strategies, campaigns, and more.听

Key skills: Data analysis, critical thinking, communication聽

Could be a fit if you like: Finding and parsing information and using those conclusions to make strategic recommendations that improve a marketing team鈥檚 efforts.

• Entry-level roles: Marketing assistant, market research associate, business analyst聽

• Mid-level roles: Market research analyst, global marketing analyst, social media analyst聽聽

2. Strategy聽

No matter which type of marketing you work in鈥攑roduct, brand, content, or otherwise鈥攄eveloping a well-researched and brand-specific strategy is instrumental to success. If you work in strategy, you鈥檒l be responsible for identifying new ways to reach customers and developing plans to ensure each campaign is successful.听

Key skills: Planning, communication, creative thinking, analytical thinking聽

Could be a fit if you like: Thinking strategically about a company鈥檚 marketing needs and then developing and executing campaigns that generate greater awareness and sales.听

• Entry-level roles: Digital marketing strategist, product marketing strategist, SEO specialist聽

• Mid-level roles: Brand content manager, product marketing manager, senior SEO manager

If you鈥檇 like to learn more about strategy but aren鈥檛 sure where to start, check out UC Davis鈥檚 course The Strategy of Content Marketing.

3. Design聽

From distinctive logos to eye-catching packaging, designers create visual assets that set a company apart from its competitors and feed into larger campaign narratives. If you work in design, you鈥檒l be responsible for several creative tasks, including producing original art and infographics, editing and retouching photos, designing web pages for ultimate user satisfaction, or using research to inform your creative choices.听聽聽

Skills: Creativity, attention to detail, project management, knowledge of design tools such as Adobe Creative Suite聽

Could be a fit if you like: Telling stories through visual mediums and creating assets that support a marketing team鈥檚 various visual needs.

• Entry-level roles: Graphic design specialist, visual information specialist, web design specialist聽

• Mid-level roles: Creative project manager, design researcher, graphic designer

4. Writing聽

Much like companies need visuals to help create a unified brand image and tell a story, they also need writers to do that very thing with language. If you work in some aspect of writing, you may be responsible for producing writing that exemplifies a brand鈥檚 voice, developing content for different digital channels, or even managing internal or external communications.听

Skills: Writing, communication, audience and engagement strategy, project management

Could be a fit if you like: Reaching audiences鈥攂e they internal employees or external customers鈥攖hrough the written word.

• Entry-level roles: Junior copywriter, communications specialist, content writer聽

• Mid-level roles: Brand copywriter, marketing content writer, communications manager聽

5. Events

Companies hold events and experiences to increase their brand and products visibility. If you work in events marketing, you鈥檒l ideate and execute in-person or virtual events that support larger campaigns and strategies.听聽聽

Skills: Planning, organization, vendor management, budgets, multitasking, communication

Could be a fit if you like: Putting together experiences, either in-person or virtual, that result in greater brand visibility, media attention, and customer engagement.听聽聽

• Entry-level roles: Experiential marketing coordinator, events marketing specialist, field marketing coordinator

• Mid-level roles: Experiential marketing manager, events marketing manager, field marketing manager聽

6. Social聽

Companies must communicate their brand and products across many digital channels. Social fosters a different level of interaction thanks to its direct engagement with customers. If you work in social media marketing, you鈥檒l generate and publish content鈥攚ritten posts, videos, graphics, and more鈥攖hat garner attention and propel conversation.

Skills: Writing, communication, creativity, planning, social media strategy聽

Could be a fit if you like: Being creative and strategic about how to reach and engage customers and producing multimedia content that supports the larger brand and product strategies聽

• Entry-level roles: Marketing associate, social media marketing assistant, social media marketer

• Mid-level roles: Social media editor, social media manager, community manager聽

Marketing careers: Flexibility聽

A career in marketing offers a good degree of flexibility. You can apply your skill set to different types of marketing, moving where opportunities best suit your interests and needs. For example, if you start off writing blog posts for a content marketing team, you may be able to apply that experience to email marketing or search engine marketing.听

You can also get started in one type of marketing and eventually move to another. For example, if you begin as a social media marketing assistant and learn you鈥檙e more interested in brand strategy, you may be able to move into that type of marketing. Having worked in social media, you have done brand management to some extent.听

Beginning in one area doesn鈥檛 mean you can鈥檛 jump to another, though it may take some additional experience鈥攐r time鈥攖o make that move.

How much can you make? Marketing salaries

Marketing jobs are in high demand. The Government of Canada reported that marketing-related roles are expected to have 73,600 new job openings from 2022 to 2031 . Digital marketing will continue to be a high-growth area in the future.

While starting salaries for an entry-level marketing career can be lower, there is the potential to earn more over time and with more advanced roles.听

Getting an entry-level marketing job

You can explore many entry-level roles in marketing as you鈥檙e considering your career options, including event marketing assistant, brand assistant, social media marketing assistant, and assistant media planner.听

If you鈥檙e unsure where to start, consider earning a professional certificate from Meta in Social Media Marketing or Marketing Analytics. Develop the skills companies are hiring for while exploring new marketing career possibilities at your own pace.听聽

Frequently asked questions (FAQ)