Responsibilities of Marketing Managers in the FMCG Sector and the Usage of Marketing Data

This Master’s Thesis explores the different organizational structures of companies depending on their size, the tasks of marketing managers, their data usage, the barriers or frustrations that come along, and potential solutions. Throughout the thesis, in-depth interviews with marketing specialists mentioned in the organizational structures were used for the practical data collection part. The results from the literature review were analyzed and compared to the in-depth interviews. The author realized throughout the interviews that the marketing managers have extremely similar tasks, whether developing a marketing campaign or finding solutions to barriers and frustrations. In other words, the smaller steps toward the end goal are the same. Marketing managers have diverse tasks and responsibilities, but they can be considered problem solvers for the marketing department.