CV, Design, Digital, Futures, Gareth Case, Infographic, Uncategorized

2 Types of Marketing Managers and What Difference Your CV Makes

I have worked in marketing management roles for more than 10 years. my roles have been varied both in terms of job function and the companies I have worked for. I have to say that marketing managers fall into 2 clear categories, usually driven by the type of organsiation they work for.

Type 1 – The Program Manager 
I was a Type 1 in my 1st job, working for a blue chip corporate. I had a large budget to manage, a capable team and great selection of agencies to manage.  Type 1’s tend to be very organised, with a breadth of marketing knowledge across the entire mix, but also tend not to specialise in any particular area. They typically direct, running various programs through their teams and agencies.

Type 2 – The Hands-On Manager
I have been a Type 2 in my last 3 roles. A manager that likes to get involved in the nitty-gritty of campaign design and execution, one that understands how websites are developed and one that learns the tricks of the trade before passing their knowledge to their team to execute.

I have to say that I am still shocked by how many senior marketing professionals I work with, at large corporates who simply do not understand the basics. They have been programmed into a way of working that forces them almost into an administrative day job. I saw this happening to me 8 years ago and decided it wasn’t a path I wanted to take.

My advice to aspiring (and current) marketing professionals? Know the route you want to take and understand what that means. If you’re about managing large teams, large budgets and agencies then define yourself as a Type 1. If you want to be more hands-on, more creative and more involved in the day-to-day then become a Type 2. Neither is right or wrong, it’s personal preference, but you will inevitably become one or the other and I suggest you understand that sooner rather than later.

By defining your role, you also define your destiny. You will now be able to distinguish between a Type 1 role that is advertised and a Type 2 role. Next step, make it clear on your CV what ‘Type’ you are. If I am HR or Marketing Director for a large blue chip and am looking for someone to ‘manage programs’ Then I want a CV that shows me a Type 1 character. Alternatively, I also want to be able to spot a Type 2 superstar quickly.

Take a look at my CV and tell me what Type you think I am? Pretty clear huh?

About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page


9 thoughts on “2 Types of Marketing Managers and What Difference Your CV Makes

  1. An interesting post Gareth, and I too have seen these patterns after 12 years in marketing. Here’s a question I have had about these 2 types and I’m curious to know what you think. How high can one go as a Type 2 up the corporate ladder? Can you be a senior marketing exec of a large operation (whether it’s managing a large staff or lots of outside agencies) and NOT be a Type 1? Does being a Type 2 manager require that one stay close to the action… hands-on… and away from the top levels of organization? What do you think?

    Posted by Brian Gladstein | November 1, 2011, 12:39 pm
    • Hi Brian,

      Yes I believe Type 2’s can rise right to the top, that’s providing of course they want to work in that environment. It does however not work the other way. I think Type 1’s would struggle in smaller organisations that don’t have teams and large budgets.

      Thanks for your comments


      Posted by garethcase | November 1, 2011, 3:37 pm
  2. Hello Gareth,

    A thoughtful blog post.

    I have to say that I am not a marketing manager, but as a B2B copywriter and translator,
    I often find myself working with marketing managers on projects I take on.

    Since I am on the outside, I found your article quite informative. It gives me a deeper insight
    into the minds and thought processes of the various marketing managers I work with.

    So thank you.

    I also checked your CV. Based on that and your blog article, you seem to have a foundation as a “type 1”.
    However, your CV points out your hands on with social media and the overview of the projects you
    listed–“type 2”.

    Again, I learned something.
    Thank you.

    All the best,
    Mac Bull
    Copywriter and Bi-lingual Translator

    Posted by macandcopy | November 2, 2011, 4:29 am
  3. Hi Gareth
    I agree with your comments on Type and Type 2 and have the following additional comments to offer:
    a. It is critical to have a Type 2 background before you start being a Type 1.. am not sure if the reverse is even possible and would like to hear views of the group
    b. In response to Brian’s comments I would also like to add – Type 2 managers tend to be classified as “execution specialists” and not as strategy, planners, thinkers and thought leaders. Even is smaller companies, a Type 2 marketeer tends to be given the leverage to focus on marketing executions but tends to be excluded when strategies are being planned.
    Thank you.. regards.. srikanth

    Posted by Srikanth | November 2, 2011, 8:40 am
  4. Hi Gareth

    Wow! Absolutely love your CV. It’s quite brilliant – creative yet full of impressive facts and figures about your career achievements. Amazing and inspirational!

    PS I’m a detail person who loves being creative and tends to be a perfectionist… I’m a Type 2 (used to be a Type 1 but got frustrated with spending so much time on people/project management…).

    Posted by Susie Culhane | November 14, 2011, 10:15 am
    • Thanks for the feedback Susie, always great to get some. I have been in ‘boring’ type 1 roles too, I think you can only do them for so long. And if you do them for too long there is no going back.

      Thanks again


      Posted by garethcase | November 14, 2011, 10:17 am
  5. Hi Gareth,

    I find your CV simply exceptional – foods for thoughts for me!!! Well done for the In Design + Photoshop jobs. The only think I was surprised not to find would be maybe hyperlinks on your URLS / logos redirecting the reader to your blogs, Social Media accounts, etc. It’s another opportunity to generate traffic (but maybe not that much needed anymore at your stage?). All in all, I love it!

    Now, I would like to add a couple of types to the Marketer’s typology of profiles you have started. It is true that considering background and experience, the Marketing experience and expertise become segmented. I am probably a combination of type 1 and type 2 as I have worked for very large and very small companies, but I came across bosses and colleagues within the Marketing Departments that can be classified as following:

    3. The Marketer migrating from Sales. Very common type, especially in small companies where they sometimes believe merging the two functions will repair the fracture between Sales & Marketing. Mark Ritson has written an excellent article about this that can be found here http://z6.co.uk/article

    4. The self-taught Marketer. Generally co-opted for various reasons, he or she is a self made Marketer. No academic knowledge, very little experience but always interesting imported methods or tips from other background that can diversify the traditional way of operating in a Marketing team.

    5. The creative Marketer. This one has chosen this career because he or she bursts with ideas, concepts, etc and the strong point of this profile as well as the contribution one can make to a company would be in terms of branding, positioning, PR and generally speaking the Media work. However, they generally can’t be asked for a tangible ROI, stats or clear KPIs

    6. In opposition, we have the analyst Marketer. The one who can’t draw, can’t do Photoshop, can’t take part into a design project or the reformatting of a website BUT he or she is a star at playing with numbers and assessing every bits of data given by one campaign. There’s no room for chance and don’t ask this one to brain storm about anything that would stretch him or her out of their comfort zone, but they are the teacher’s pet for a Managing Board, as they can justify every single penny spent, why, how, etc. They are just a little bit too left brain and in an ideal world it’s good to combine this type with type 5 in a team.

    I am playing with types when I may actual verse into caricature but I did come across all those profiles in my life. In an ideal world, I suppose we all want to be a bit of them all and feel as complete and whole as Marketers to really grasp all aspects of that complex activity.
    Can anyone identify more types of Marketers?

    Posted by Pascale | November 15, 2011, 10:03 am


  1. Pingback: Would you pay for Social Media Consultancy? « INSIDE A MARKETING MIND: BLOG BY GARETH CASE - November 11, 2011

  2. Pingback: INSIDE A MARKETING MIND: BLOG BY GARETH CASE - November 11, 2011

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