Last Updated: November 2, 2020

Any worthwhile marketing effort needs a blueprint or set of guidelines ensuring the success of the campaign. In this respect, marketing planners are the architects of a marketing department, writing, detailing, and explaining the overall marketing plan.

Marketing planners coordinate with the financial, production, and administrative wings of a marketing department to forecast the impact of various marketing strategies – and how to best implement those strategies.

What do they do?

Location and Opportunity

According to, several locations are currently most in need of marketing planners, including:

  • New York, NY
  • Chicago, IL
  • San Francisco, CA
  • Los Angeles, CA
  • Dallas, TX

Marketing planners have an eye for detail, and understand how to translate complex data into manageable and readable explanations. The marketing planner helps to brainstorm marketing campaigns, and then runs those campaigns through test scenarios to identify any problem areas or particular merits the campaign has. They then highlight those aspects and pass their plans on to marketing managers.

Companies understand the benefits of bringing marketing planners on to a team, from a better understanding of how well past marketing efforts worked, to a clear view of the financial impact of a marketing plan. All successful marketing campaigns need a marketing planner to assess expenses and the consumer or client reception to the campaign.

Marketing planners work across company departments to successful craft marketing reports. Some other professionals they work with include:


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The most important qualification for any marketing planner is a mix of analytical and communication skills. Planners must be able to wade through business reports and numbers while translating that data into real and plausible marketing plans and routes.

Most marketing planners have gained several years of experience in marketing research, while also showing potential for strong communication skills. Many companies prefer their marketing planners to earn at least bachelor’s degrees in marketing before entering the field.

Becoming a Marketing Planner

Most marketing planners earn high salaries depending on where they work and their record of experience. The average salary for a marketing planner in August 2012 was about $90,000.

As companies realize the value of strong planning that backs their marketing practices, demand for marketing planners will increase.

If you’re interested in crafting marketing proposals, crunching numbers, and determining what marketing strategies work best, contact schools to learn more about earning a degree in marketing.