Last Updated: November 4, 2020

To ensure the survival of any company, expert planners and organizers must develop multifaceted business plans that take into account sales, advertising, public relations, and product development.

Companies assign program managers various projects and accounts to provide oversight for those projects. These professionals develop and maintain program goals, and work across multiple divisions to guarantee the project’s success.

What do they do?

Location and Opportunity

According to, several locations are in need of program managers. Some of these locations include:

  • New York, NY
  • Houston, TX
  • Chicago, IL
  • Washington, DC
  • San Francisco, CA

The role of a program manager depends specifically on the type of program they oversee. For marketing, program managers typically work with market researchers to develop targeted messages, work with advertising teams to craft campaigns that incorporate those messages, and ensure the sales team benefits from the marketing campaign.

Program managers develop business plans for marketing projects, tracking and communicating progress regarding the initiatives. They keep their marketers and creative teams on task, adhering to set deadlines, and evaluating budget scenarios or changes to the overall plan.

Program managers will usually work in coordination with marketing managers to monitor multiple elements of a marketing campaign, and control the available resources for campaigns. Other professionals they work with include:


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Program managers must gain a number of years of experience in several marketing roles before overseeing multiple elements of a project. This gives them the skills necessary to facilitate communication between the marketing departments, ensuring all players follow set guidelines and business plans.

Most program managers earn bachelor’s degrees in marketing, while many go on to earn master’s degrees. A master’s degree gives a professional an expanded skill set that drives their business practices, and often leads to higher pay and additional career opportunities.

Become a Program Manager

In August of 2012, the average salary for a program manager was $94,000, though additional experience and a higher level of education often raises this further. Some program managers earn over $120,000 a year, depending on these factors.

If you’re interested in learning more about program management, contact schools offering degrees in marketing.