Advertising operations management is a high-pressure, high-responsibility, and lucrative career that involves leading a marketing team within a company. A bachelor's or master's degree in marketing or business is often required, as is several years of experience in the field. These professionals need excellent communication and leadership skills to plan and orchestrate advertising campaigns.
Business executives engaged in advertising operations management oversee teams of advertisers, to inform the public about their organizations' products or services. Advertising operations managers may work for advertising agencies, retail and service-based companies, government and political organizations, media outlets, or non-profits.
The U.S. Bureau of Labor Statistics reports intense competition for operations manager positions. Because of their many responsibilities, advertising operations managers are often chosen to join the higher ranks of management, which helps drive the competition. Operations managers travel frequently, face considerable pressure to succeed, and can expect to work more than 40 hours a week.
|Required Education||Minimum bachelor's or master's degree|
|Other Requirements||In many cases, at least 2-5 years of experience in advertising|
|Projected Job Growth (2018-2028)||7% (all general and operations managers)*|
|Average Salary (2018)||$100,930 (all general and operations managers)*|
Source: *U.S. Bureau of Labor Statistics
Related Job Titles
An advertising operations manager may also be called by one of the following alternative job titles, depending on the organization he or she works for:
- Advertising manager
- Promotions director
- Marketing manager
- Marketing director
- Account executive
- Marketing and promotions manager
An advertising operations manager leads a team of advertisers. These advertisers may work in a centralized marketing department or may be spread out over several locations. The advertising operations manager supervises their output and troubleshoots problems and issues that may arise within the team.
The duties of an advertising operations manager generally include scheduling and implementing advertising campaigns, monitoring requests from team members and coaching team members as needed. In addition, advertising operations managers prepare and submit a budget for each campaign to upper management, plan marketing strategies for the organization and execute those strategies. Afterward, they analyze the results and consult with upper management to create the organization's annual budget.
Employment Outlook and Salary Info
The U.S. Bureau of Labor Statistics (BLS) predicted an increase as fast as the average in the number of jobs for general and operations managers through 2028. In May 2018, the BLS reported that professionals in the 90th percentile or higher earned $208,000 or more per year, whereas the bottom 10th percentile earned $44,710 or less per year.
Employers who hire advertising operations managers will expect candidates to have a bachelor's or master's degree in liberal arts, business administration or in a more specialized subject. Many employers will also look for candidates with at least 2-5 years of experience working in advertising.
Communication and Analytical Skills
Advertising operations managers must have effective skills in communicating with clients. Written and verbal communication skills should both be above average. An advertising operations manager will be expected to be proficient in computer applications. In addition, a candidate's analytical skills should be keen; frequently, operations managers must organize and analyze large amounts of data.
Advertising operations managers need the ability to work well in an environment requiring multi-tasking and stringent deadlines. Interpersonal skills are also essential, since a career in advertising operations management is based on collaboration. The key interpersonal skills for this position include active listening and social perceptiveness.
Leadership skills such as self-confidence, good judgment, decision-making aptitude, flexibility and self-motivation are also required. Creativity is another of the key skills an advertising operations manager should have, along with originality and the ability to generate numerous ideas for any given strategy.
Some companies and organizations will also want more specialized skills for marketing and advertising. Experience with advertising software, including DART and Salesforce, is often helpful.
In summary, advertising operations managers typically work within the higher executive ranks of a company to lead product promotion efforts. They manage budgets, assign staff, and come up with new or improved campaigns in an effort to increase profit. Earning a bachelor's or master's degree in an area like business management is a good way to begin to prepare for this career.