International Marketing Manager: job description

The international marketing manager is the orchestrator of the company's global marketing strategy. They develop and implement effective marketing plans to promote the company's products and services abroad. This role requires a deep understanding of marketing techniques and the ability to adapt strategies to different cultural contexts.

Moreover, an international marketing manager must be adept at coordinating with various departments and ensuring that the marketing strategy aligns with the company’s overall business objectives. Whether it involves managing product launches, crafting compelling marketing campaigns, or analyzing market trends, this professional is at the heart of the company’s efforts to establish a strong global presence.

They develop commercial and international marketing strategies, tailored to the specificities of each territory. They remain vigilant for business opportunities and market trends beyond national borders. This requires a constant monitoring of market conditions and a proactive approach to identifying new opportunities.

This professional oversees the launch of new products intended for foreign markets. They are responsible for ensuring that these products are positioned effectively to meet the needs and preferences of local consumers. This includes adapting the product or service to fit cultural nuances, pricing strategies, and promotional techniques that resonate with the target market.

Both strategic and operational, the international marketing manager defines the commercial methods to be implemented, aligning them with the expectations of target customers. This dual focus ensures that the company’s global marketing efforts are both visionary and executable, balancing long-term goals with immediate market needs.

The main duties of an international marketing manager vary depending on the sector, the size of the company, the nature of the products/services, and the company’s goals. However, some core responsibilities are common across most positions, particularly those in multinational corporations.

Here are typical tasks for this international marketing expert:

• Analyzing the international market and identifying business opportunities;
• Conducting competitive and strategic intelligence to stay ahead of market trends and competitors;
• Setting up and planning promotional campaigns abroad that resonate with diverse audiences;
• Implementing export marketing plans that align with the company’s global strategy;
• Creating and executing communication actions abroad, ensuring the brand message is consistent across different regions;
• Optimizing marketing actions by evaluating the performance of campaigns and making data-driven decisions to improve effectiveness;
• Maintaining relationships with local and international partners to foster collaboration and mutual success;
• Managing the allocated international marketing budget to maximize ROI while achieving the company’s marketing objectives;
• Promoting services/products internationally, ensuring they meet the needs and preferences of different markets;
• Developing and maintaining international partnerships that can help expand the company’s reach and influence.

In addition to these tasks, the international marketing manager often plays a key role in market entry strategies, helping the company to navigate the complexities of entering new international markets. This involves everything from understanding local regulations to adapting the company’s marketing mix to fit local tastes and preferences.

To successfully carry out their duties, an international marketing manager must develop the following technical skills:

• Expertise in marketing techniques, including digital marketing, brand management, and market analysis;
• Mastery of international marketing concepts, such as global brand strategy and international trade regulations;
• In-depth knowledge of organizational management and the ability to manage cross-functional teams effectively;
• Proficiency in international trade, ensuring that the company’s marketing strategies comply with local laws and regulations;
• Understanding of local and global markets, allowing the manager to adapt strategies to different cultural contexts and consumer behaviors;
• Proficiency in English and other languages, which is crucial for effective communication in a global business environment.

In terms of personal qualities, this professional must be:

• Organized and able to manage multiple projects and deadlines;
• Flexible and adaptable, capable of adjusting strategies to respond to market changes;
• An effective communicator, able to articulate the company’s vision and marketing strategy to both internal teams and external partners.

Additionally, the international marketing manager must have strong leadership skills, as they often lead a team of marketing professionals. They must also be innovative, constantly seeking new ways to reach and engage with global audiences. Their ability to think strategically while managing day-to-day operations is crucial to the success of their role.

The Global BBA at emlyon business school is the ideal path for high-achieving high school graduates (from any specialty) aspiring to innovative education that leads to a product manager position. This Global BBA is a four-year degree conferring a bachelor’s degree. It is designed to equip students with the skills needed to thrive in a global business environment, particularly in roles that require a strong foundation in marketing and international business.

It provides education around six key points:

• Action
• Project realization
• Experimentation
• International immersion
• Creativity
• Innovation

This program not only covers the theoretical aspects of marketing and management but also provides practical experiences through internships and international projects. Students are exposed to real-world business challenges, which helps them develop the strategic thinking and problem-solving skills necessary for a career in international marketing.

For students holding a bachelor's degree, the school offers several Master of Science programs leading to positions as international marketing managers, but also a flagship program in Management.

The Master in Management offered by emlyon business school awards a Master’s degree over 2 to 3 years. Accessible after a bachelor’s degree, this excellent management program offers gradual and customized specialization. It is particularly well-suited for students who wish to develop a deep understanding of business management, including marketing, finance, and strategy.

Designed to develop an entrepreneurial spirit, this program provides numerous opportunities for internships, practical experiences, "DNA" courses, and a professionalizing student life. The emphasis on real-world experience ensures that graduates are well-prepared to take on leadership roles in international marketing and business development.

On the other hand, with emlyon business school’s specialized Master and Master of Science (MSc) programs, it is possible to specialize in specific industries such as luxury, sports, or hospitality or receive specific training in marketing. These programs are designed to provide students with the expertise needed to succeed in highly competitive fields, including the ability to create and execute effective marketing strategies.

• The Master of Science in Sports, Entertainment & Lifestyle is a program offering a cross-disciplinary approach to leading change and standing out in the dynamic and global sports industry landscape. This immersive 18-month program emphasizes innovation, marketing, and strategic change, integrating technology and entertainment.
• To become a marketing manager in luxury, the Master of Science in Luxury Management & Marketing is an excellent choice. By working with an international cohort and prestigious luxury brands, you will gain a global vision and in-depth expertise in the luxury sector. The program focuses on brand management, marketing strategies, and product development, preparing graduates for high-level positions in the luxury industry.
• In the hospitality sector, the Master of Science in International Hospitality Management provides keys to business creation, hotel management, brand design, and innovation management. In collaboration with emlyon business school and the Institut Lyfe, you will benefit from the expertise of two world leaders in the sector. This program is ideal for those looking to pursue careers in international hospitality and tourism, where marketing and management skills are crucial.
• More generally, the Master of Science in International Marketing & Business Development is a program that enables you to work anywhere in the world and in many sectors, thanks to a thorough understanding of marketing and sales. This program equips students with the tools needed to develop and implement marketing strategies that drive business growth and enhance brand performance.

To acquire specific skills after a master's degree, the Specialized Master's in International Business Strategy & Development (only taught in French) is an excellent choice. Upon completion of this 13-month program, you will be able to become an expert in international marketing, ready to take on senior roles in global companies.

The salary of an international marketing manager varies depending on the company they work for, their experience, and their performance. The average gross annual salary ranges from €80,000 to €100,000.

Junior professionals earn between €4,000 and €6,000 gross per month. With over 5 years of experience, international marketing managers can earn up to €8,000 gross per month. These figures can vary significantly depending on the industry, the region, and the company’s size and reputation.

After a few years in this position, the international marketing manager can evolve to roles such as marketing director, export director, or international trade consultant. These positions often involve greater responsibilities, including overseeing larger teams, managing more significant budgets, and developing broader business strategies.

Founded in 1872, emlyon business school is one of the top 4 business and management schools in Europe. It enjoys a global reputation thanks to its triple international accreditation (AACSB, EQUIS, and AMBA) and its network of 200 international partners. emlyon offers initial training and executive education programs covering all aspects of business and management. It applies an experiential pedagogy focused on the transfer of academic knowledge combined with a learning experience. emlyon alumni are capable of leading complex projects in an international context and develop a great ability to adapt to rapid changes in companies.

In addition to its academic excellence, emlyon business school is known for its strong industry connections and focus on entrepreneurship. The school’s curriculum is designed to prepare students for leadership roles in global companies, with a particular emphasis on innovation, digital transformation, and sustainability.