Advertising Manager job description

Are you interested in advertising professions? Advertising managers hold a key position in the development of an advertising campaign, and are responsible for its deployment. The job of advertising manager involves all aspects of an advertising campaign, from managing the budget to coordinating the participants, as well as planning the schedule. Missions, skills, training, salaries, etc., IPAG

What is an advertising manager?

The advertising manager is responsible for defining and implementing advertising strategy in line with advertisers' needs, objectives and budgets. Throughout the production of advertising campaigns, they supervise the deployment and follow-up of the various campaigns with their various colleagues. Liaising between the customer and the creative team, this expert has multiple functions- commercial, managerial and marketing- to ensure the smooth running and success of the advertising campaign.

What are the advertising manager’s main missions?

Depending on the type of organisation in which the advertising manager works, their missions will vary. This professional can coordinate an advertising campaign, sell advertising space and promote a product all at once.

Agency-based advertising manager

Based at an agency, advertising managers contact customers and analyse their needs. They will advise and propose various campaign strategies to their customer (targets to be aimed at, media and advertising arguments to be put forward). They entrust the creation of the campaign to technical, marketing and artistic teams, which they coordinate to ensure the campaign's follow-up. Within a large organisation, this expert works under the supervision of a project or account manager. Their role will then be more commercial and more focused than in a small agency, which requires a more versatile profile.

Advertiser-based advertising manager

Based at an advertiser, the advertising manager has the same role as at an agency. What makes this position special is that their only customer is their company. They must then oversee the various campaigns, manage budgets, coordinate the various service providers and promote their own entity’s goods or services.

Advertising department-based advertising manager

Based in an advertising department, the advertising manager's mission is to sell advertising space for the media they represent (TV, press, radio, billboards, internet). This advertising specialist carries out prospecting work to expand their client portfolio, but also negotiates advertising rates.

The qualities and skills of the advertising manager

To carry out their missions successfully, advertising managers need first and foremost project management skills, as well as in-depth knowledge of marketing and digital communication techniques. They are proficient in commercial negotiation, the media, graphic design, and IT tools, as well as English to manage campaigns in an international context.

To fulfil this multi-faceted role, this expert must demonstrate creativity, versatility, autonomy and adaptability. To work closely with a wide range of contacts (clients, agency managers, creative teams), the advertising manager has good interpersonal skills and is proactive.

How do I become an advertising manager?

To become an advertising manager, you can take a variety of training paths, from 2-year higher education diplomas to master’s degrees. After high-school graduation, IPAG Business School offers you the opportunity to study for a  BTS (2-year higher education diploma) with the option of specialising in communications or international business. To take that extra step, students have the option of continuing their studies towards a bachelor's degree to further their technical skills in digital communication strategy and negotiation techniques. Training to become an advertising manager at master’s degree level is highly valued by recruiters. To get up and running on the job market and start work at an advertising agency, IPAG's master’s in marketing and master’s in digital marketing programmes are designed to help you master all the ins and outs of the advertising industry.

How much does an advertising manager earn?

On entering the job market, a junior advertising manager can earn between €2,400 and €3,000 gross per month. After a few years' experience, the advertising manager's responsibilities will evolve. A more experienced advertising manager can then expect an average salary of €4,500 per month. This remuneration depends on the type of structure in which they are employed.

During an apprenticeship, students receive a work-study salary, ranging from 27% to 67% of the French guaranteed minimum wage for those under 20, and from 53% to 100% for those over 21.

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