Role overview
Sales and Marketing Managers in Australia are senior professionals responsible for planning, organising, and directing the sales and marketing functions within organisations. They develop comprehensive strategies to maximise sales performance, enhance customer loyalty, and drive business growth through effective market positioning. These managers typically oversee both internal marketing operations and external promotional activities, ensuring alignment with organisational objectives.
The role requires strong leadership capabilities as managers direct sales teams, establish distribution networks, and make strategic decisions about pricing and market research. In the Australian context, this occupation appears across various industry sectors and is classified under OSCA Major Group 1 (Managers), reflecting its senior managerial responsibilities and strategic importance to business operations.
Key tasks in practice
Sales and Marketing Managers perform diverse responsibilities including:
- Developing and implementing sales strategies with specific targets to maximise revenue and build customer loyalty
- Leading and evaluating marketing campaigns across multiple channels while measuring performance against key metrics
- Establishing distribution networks for products and services while initiating market research studies
- Creating organisational policies and procedures governing sales and marketing activities
- Managing sales teams in client relationship building and negotiating sales contracts
- Assessing marketing potential for new and existing business locations
- Determining pricing structures, discount rates, and promotional offers
- Conducting regular data analysis to inform strategic decisions and campaign adjustments
Skill level explanation
The OSCA classification assigns Skill Level 1 to Sales and Marketing Managers, indicating this is a high-skill occupation typically requiring a bachelor degree or higher qualification. In practice, Australian employers often seek candidates with degrees in business, marketing, commerce or related fields, complemented by substantial relevant experience.
This skill level reflects the complex strategic decision-making, leadership responsibilities, and specialised knowledge required for the role. Many professionals progress to this position after gaining several years of experience in sales or marketing roles, developing the management capabilities needed to direct organisational sales and marketing functions effectively.
Industry context
Sales and Marketing Managers work across diverse industry sectors in Australia. According to ANZSIC classifications, common industries include retail trade (particularly department stores and specialised retailing), wholesale trade, advertising services, and market research organisations.
These professionals are employed by both large corporations and smaller businesses where they contribute to revenue generation and market positioning. The role's cross-industry applicability means employment opportunities exist in manufacturing, professional services, technology, and many other sectors where organisations require strategic sales and marketing leadership.