Marketing Managers
Management Occupations- O*NET-SOC code
- 11-2021.00
Plan, direct, or coordinate marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. Oversee product development or monitor trends that indicate the need for new products and services.
- Data source: BLSPublished: 2026-08
Very high· relative
LowFour relative bandsVery highGroup-level value
Scale, basis and source
Four relative bands (Low / Moderate / High / Very high)
831 detailed occupations in the BLS Employment Projections table. Assigned per National Employment Matrix (NEM) code, so occupations sharing a NEM code carry the same band
- Data source: AnthropicPublished: 2026-03
0.320
0.000Range of values carried here0.745Scale, basis and source
Observed exposure index, 0–1 as published
Mapped onto O*NET tasks
Published per SOC 2018 occupation; every O*NET occupation with the same SOC 2018 code carries this value
- Data source: ILOPublished: 2025
0.41
0.09Range of values carried here0.70Group-level value
Scale, basis and source
Generative AI exposure index, 0–1 as published
Published per ISCO-08 unit group. Linked to this occupation, wholly or in part, by applying U.S. Bureau of Labor Statistics crosswalks (ISCO-08 to 2010 SOC, 2010 SOC to 2018 SOC) as published
What kind of figure this source publishes
The BLS category is a relative rank, not an absolute level, and it is not a first-hand measurement: it groups an occupation's percentile ranks across several published studies into four bands. It is not an employment or wage forecast, not a probability of adoption, and it does not separate automation from augmentation.
Task-level exposure
Exposed tasks only20 rated tasks · 19 tasks with β ≥ 0.5 (95.0%)
β = direct exposure (E1) + 0.5 × exposure when tools are available (E2), per the source repository's definition.
- Source unit: O*NET 27.2 tasks → O*NET 31.0 occupation code
- All rated tasks are in the O*NET 31.0 task list.
- Source
- OpenAI "GPTs are GPTs" exposure rubric
- Release
- gh-main-0471612
- License
- MIT License, Copyright (c) 2024 OpenAI
| Task (O*NET 30.2) | Claude.aiRaw / share % | APIRaw / share % |
|---|---|---|
Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.11-2021.00 | 0.350067.3 | 0.080036.4 |
Advise business or other groups on local, national, or international factors affecting the buying or selling of products or services.11-2021.00 | 0.120023.1 | 0.02009.1 |
Initiate market research studies, or analyze their findings.11-2021.00 | 0.02003.8 | 0.060027.3 |
Compile lists describing product or service offerings.11-2021.00 | 0.01001.9 | 0.030013.6 |
Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.11-2021.00 | 0.01001.9 | 0.01004.5 |
Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.11-2021.00 | 0.01001.9 | 0.00000.0 |
Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.11-2021.00 | 0.00000.0 | 0.01004.5 |
Conduct economic or commercial surveys to identify potential markets for products or services.11-2021.00 | 0.00000.0 | 0.01004.5 |
| Not observed on any surface — 12 task(s) — These tasks have no row in the source for this release. The 0 in the share row is a display-stage composition ratio; absence is what the — in the raw row states. | ||
Develop pricing strategies, balancing firm objectives and customer satisfaction. | —0 | —0 |
Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities. | —0 | —0 |
Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies. | —0 | —0 |
Consult with product development personnel on product specifications, such as design, color, or packaging. | —0 | —0 |
Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors. | —0 | —0 |
Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services. | —0 | —0 |
Select products or accessories to be displayed at trade or special production shows. | —0 | —0 |
Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand. | —0 | —0 |
Consult with buying personnel to gain advice regarding environmentally sound or sustainable products. | —0 | —0 |
Develop business cases for environmental marketing strategies. | —0 | —0 |
Integrate environmental information into product or company marketing strategies, policies, or activities. | —0 | —0 |
Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products. | —0 | —0 |
Values in this tab are predicted labels, not observations. Eloundou et al. (2023) published two rating regimes — human raters and GPT-4 — and the β shown here is derived from the GPT-4 rater basis alone; the same task can take a different value under the other regime. The unit and the meaning differ from the observed shares (%) in the other tabs, so do not place them on the same axis.
| Task (O*NET 27.2) | βE1 + 0.5 × E2 |
|---|---|
Compile lists describing product or service offerings.O*NET Task ID 957 | 1.0 |
Develop pricing strategies, balancing firm objectives and customer satisfaction.O*NET Task ID 950 | 0.5 |
Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.O*NET Task ID 951 | 0.5 |
Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.O*NET Task ID 952 | 0.5 |
Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies.O*NET Task ID 955 | 0.5 |
Consult with product development personnel on product specifications, such as design, color, or packaging.O*NET Task ID 956 | 0.5 |
Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.O*NET Task ID 958 | 0.5 |
Select products or accessories to be displayed at trade or special production shows.O*NET Task ID 959 | 0.5 |
Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors.O*NET Task ID 960 | 0.5 |
Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services.O*NET Task ID 961 | 0.5 |
Advise business or other groups on local, national, or international factors affecting the buying or selling of products or services.O*NET Task ID 962 | 0.5 |
Initiate market research studies, or analyze their findings.O*NET Task ID 963 | 0.5 |
Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand.O*NET Task ID 964 | 0.5 |
Conduct economic or commercial surveys to identify potential markets for products or services.O*NET Task ID 965 | 0.5 |
Consult with buying personnel to gain advice regarding environmentally sound or sustainable products.O*NET Task ID 19502 | 0.5 |
Develop business cases for environmental marketing strategies.O*NET Task ID 19503 | 0.5 |
Integrate environmental information into product or company marketing strategies, policies, or activities.O*NET Task ID 19504 | 0.5 |
Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products.O*NET Task ID 19505 | 0.5 |
Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.O*NET Task ID 20709 | 0.5 |
Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.O*NET Task ID 954 | 0.0 |
β = E1 + 0.5 × E2 · E1 = tasks where direct LLM access alone cuts time by at least 50%, E2 = tasks where software built on top of an LLM cuts time by at least 50%. Values take only 0 / 0.5 / 1.0.
Data sources & licenses — O*NET®, Anthropic Economic Index, Eloundou et al. (2023): see full notices on the Credits page
All O*NET 31.0 task statements (20)
All O*NET 31.0 task statements for this occupation (English, as published; task type core or supplemental). Exposure values are not listed here; they are in the table above, next to each task statement as worded in the O*NET version each source used.
| Task (O*NET 31.0) | Type |
|---|---|
| Develop pricing strategies, balancing firm objectives and customer satisfaction. | Core |
| Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors. | Core |
| Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections. | Core |
| Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities. | Core |
| Consult with product development personnel on product specifications, such as design, color, or packaging. | Core |
| Compile lists describing product or service offerings. | Core |
| Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends. | Core |
| Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services. | Core |
| Initiate market research studies, or analyze their findings. | Core |
| Conduct economic or commercial surveys to identify potential markets for products or services. | Core |
| Recommend modifications to products, packaging, production processes, or other characteristics to improve the environmental soundness or sustainability of products. | Core |
| Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers. | Core |
| Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies. | Supplemental |
| Select products or accessories to be displayed at trade or special production shows. | Supplemental |
| Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors. | Supplemental |
| Advise business or other groups on local, national, or international factors affecting the buying or selling of products or services. | Supplemental |
| Consult with buying personnel to gain advice regarding the types of products or services expected to be in demand. | Supplemental |
| Consult with buying personnel to gain advice regarding environmentally sound or sustainable products. | Supplemental |
| Develop business cases for environmental marketing strategies. | Supplemental |
| Integrate environmental information into product or company marketing strategies, policies, or activities. | Supplemental |
0.00/ 3· Robot exposure index
Scale, basis and source
Each physical task is graded 0–3 by the setting in which robots that have been deployed, sold or demonstrated could do it (0 none · 1 purpose-built robot settings such as a fenced machine cell or a bottling line · 2 structured facilities such as a hospital pharmacy or a container port · 3 unstructured settings such as a private home or a construction site), and the grades are averaged by share of working time
Physical tasks among this occupation's O*NET 29.3 tasks
Anthropic estimated the grades and time shares with Claude Opus 5 using web search, as of 2026.
The robot exposure index is a different measure from the AI exposure figures on this site and cannot be added to or compared with them. It does not measure actual adoption or cost, and 0 also covers occupations with no physical tasks.
Tier of each physical task
None of this occupation's O*NET 29.3 tasks is classified as a physical task.
Occupation information
Employment outlook (BLS)
- Employment, 2025
- 422K
- Projected employment, 2035
- 451K
- Change (2025–35)
- +6.9%
- Median annual wage, 2025
- $166,790
- Typical education needed for entry
- Bachelor's degree
Korea classification links (KSCO)
Links from the current release of the Korea Occupation Direct Crosswalk v1.1, made by AI Changing Work. Relation values are read from the O*NET-SOC occupation side.
| KSCO code | KSCO title | Relation | Status |
|---|---|---|---|
| 12201 | 마케팅 관리자 | Same scope | confirmed |
| 13901 | 시장 및 여론 조사 관리자 | Overlapping, not the same | confirmed |
Relation and status definitions(kr-direct v1.1)
ILO occupational description
AI Changing Work links the ISCO-08 unit groups below to this occupation by applying the U.S. Bureau of Labor Statistics crosswalks (2018 SOC to 2010 SOC, 2010 SOC to ISCO-08) as published, without case-by-case selection; each link may be whole or partial.
- ISCO-08 1221Sales and Marketing Managers
The definition, tasks and examples below are the ILO's description of that unit group, not of this occupation.
Sales and marketing managers plan, direct and coordinate the sales and marketing activities of an enterprise or organization, or of enterprises that provide sales and marketing services to other enterprises and organizations.
Tasks
- (a) planning and organizing special sales and marketing programmes based on sales records and market assessments;
- (b) determining price lists, discount and delivery terms, sales promotion budgets, sales methods, special incentives and campaigns;
- (c) establishing and directing operational and administrative procedures related to sales and marketing activities;
- (d) leading and managing the activities of sales and marketing staff;
- (e) planning and directing daily operations;
- (f) establishing and managing budgets and controlling expenditure to ensure the efficient use of resources;
- (g) overseeing the selection, training and performance of staff;
- (h) representing the enterprise or organization at sales and marketing conventions, trade exhibitions and other forums.
Example occupations
Marketing manager · Sales manager
Sources: ILO ISCO-08 — details: Credits
ESCO occupational vocabulary
Each entry below is matched to this occupation in the published ESCO-O*NET Crosswalk (version 1, 2022). The match types are that crosswalk's; the wording is AI Changing Work's.
- marketing managerESCO 1221.3.2Same scope
Marketing managers carry out the implementation of efforts related to the marketing operations in a company. They develop marketing strategies and plans by detailing cost and resources needed. They analyse the profitability of these plans, develop pricing strategies, and strive to raise awareness on products and companies among targeted customers.
- clothing development managerESCO 1223.2.1.1This occupation is broader
Clothing development managers define product concepts that are consistent with target consumer and overall marketing strategy. They receive scientific findings and specifications in order to lead the briefing and implementation of all relevant seasonal and strategic concepts, including distribution by channel, product, colour introductions, and merchandised assortments. They ensure realisation and execution within budget. They manage and execute the product line and category life cycle from concept determination through sales and distribution, contribution in research of market, industry trends to influence category concepts and products.
- membership managerESCO 2431.12This occupation is broader
Membership managers oversee and coordinate the membership plan, support existing members and engage with possible new members. They analyse the market trend reports and develop marketing plans accordingly. Membership managers monitor and ensure the efficiency of processes, systems and strategies.
- chief marketing officerESCO 1221.3Overlapping, not the same
Chief marketing officers manage the high level marketing operations in a company. They coordinate all the efforts related to the marketing, promotional, and advertising activities across units or geographical areas. They make sure that different activities aimed at creating awareness of products are profitable for the company. They take decisions and prepare reports on marketing projects and the costs they entail.
Source: European Commission, DG EMPL — ESCO API 2026-08-08 (bridge v1.2.1)
License: CC BY 4.0 (EU Reuse Notice)
ESCO reuse terms and the modification notice are in Credits.
France classification links (ROME)
AI Changing Work's links between this occupation and ROME 4.0 job profiles, judged with AI models. Relations are read from this occupation's side. Links marked “provisional” were adopted on the judgments of two judges from the same model family (Claude) alone, or by an operator rule applied to their judgments, so they rest on weaker evidence than confirmed links.
| ROME code | ROME title (French) | Relation |
|---|---|---|
| C1101 | Chargé / Chargée de produit en assurances | This occupation is broader |
| M1705 | Responsable marketing | This occupation is broader |
| M1711 | Directeur / Directrice du marketing | This occupation is broader |
| M1716 | Directeur / Directrice marketing digital | This occupation is broader |
| M1721 | Chef / Cheffe de projet édition phonographique | This occupation is broader |
| C1204 | Gestionnaire de produits bancaires | This occupation is broaderprovisional |
| G1308 | Chef / Cheffe de produit touristique | This occupation is broaderprovisional |
| M1709 | Chef / Cheffe de gamme en industrie pharmaceutique | This occupation is broaderprovisional |
| E1127 | Brand content manager | Related, not a match |
| G1105 | Directeur / Directrice d'office du tourisme | Related, not a match |
| G1108 | Directeur / Directrice de pays d'accueil touristique | Related, not a match |
| M1427 | Animateur / Animatrice de réseau d'entreprises | Related, not a match |
| M1703 | Chef / Cheffe de produit | Related, not a match |
| M1708 | Directeur / Directrice de l'accès au marché en industrie pharmaceutique | Related, not a match |
| M1717 | Responsable innovation | Related, not a match |
| M1707 | Responsable du développement commercial | Related, not a matchprovisional |
| M1712 | Directeur / Directrice de l'information promotionnelle du médicament en industrie pharmaceutique | Related, not a matchprovisional |
Source: France Travail — Répertoire Opérationnel des Métiers et des Emplois (ROME 4.0), version 61, last updated 15 June 2026 (https://www.data.gouv.fr/datasets/repertoire-operationnel-des-metiers-et-des-emplois-rome). Licence Ouverte 2.0.
ROME codes and titles are reproduced unchanged; the links to O*NET-SOC occupations are AI Changing Work's own judgment and are not a France Travail correspondence.
(AI Changing Work link release: fr-direct v1)
Spain classification links (CNO-11)
AI Changing Work's links between this occupation and CNO-11 occupations, judged with AI models. Relations are read from this occupation's side.
| CNO-11 code | CNO-11 title (Spanish) | Relation |
|---|---|---|
| 1221 | Directores comerciales y de ventas | This occupation is narrower |
Source: Instituto Nacional de Estadística (INE), National Classification of Occupations 2011 (CNO-11, Royal Decree 1591/2010) — www.ine.es · Licensed CC BY 4.0. CNO-11 codes and Spanish titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own judgment and are not an INE correspondence.
(AI Changing Work link release: es-direct v1)
Germany classification links (KldB)
AI Changing Work's links between this occupation and KldB occupations, judged with AI models. Relations are read from this occupation's side.
| KldB code | KldB title (German) | Relation |
|---|---|---|
| 92194 | Führungskräfte - Werbung und Marketing | Same scope |
| 92114 | Berufe in Werbung und Marketing - hoch komplexe Tätigkeiten | Overlapping, not the same |
| 62514 | Berufe im Buchhandel - hoch komplexe Tätigkeiten | Related, not a matchprovisional |
| 63114 | Tourismuskaufleute - hoch komplexe Tätigkeiten | Related, not a matchprovisional |
| 92304 | Verlags- und Medienkaufleute (ohne Spezialisierung) - hoch komplexe Tätigkeiten | Related, not a matchprovisional |
Source: © Statistik der Bundesagentur für Arbeit — Klassifikation der Berufe 2010 – überarbeitete Fassung 2020, https://statistik.arbeitsagentur.de. KldB codes and titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own mapping (eigene Zuordnung) and are not a Bundesagentur für Arbeit correspondence.
(AI Changing Work link release: de-direct v1)
Japan classification links (JSCO)
AI Changing Work's links between this occupation and JSCO occupations, judged with AI models. Relations are read from this occupation's side.
| JSCO code | JSCO title (Japanese) | Relation |
|---|---|---|
| 031 | 会社管理職員 | This occupation is narrowerprovisional |
Source: Ministry of Internal Affairs and Communications (MIC), Japan Standard Occupational Classification (Dec. 2009, MIC Notification No. 555). JSCO codes and Japanese titles are reproduced unchanged; the links to O*NET occupations are AI Changing Work's own judgment and are not a MIC correspondence.
(AI Changing Work link release: jp-direct v1)
Sources, licenses and AI Changing Work's modification and translation notices for this page: Credits & sources