Torchora
Back to Home

Key Responsibilities and Required Skills for Visual Marketing Manager

💰 $85,000 - $125,000

MarketingCreativeDesignManagementBrand Strategy

🎯 Role Definition

As our Visual Marketing Manager, you will be the primary steward of our brand's visual identity. You are a creative visionary with a strategic mindset, responsible for conceptualizing and executing compelling visual narratives across digital, print, and physical environments. This role bridges the gap between marketing objectives and creative execution, leading a team of creatives (or external partners) to produce high-impact assets that capture attention, drive engagement, and reinforce our brand's position in the market. You will own the entire creative lifecycle, from brainstorming and concept development to production, deployment, and performance analysis.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Senior Graphic Designer or Art Director
  • Brand Manager with a strong visual focus
  • Senior Marketing Specialist or Content Creator

Advancement To:

  • Creative Director
  • Head of Brand Marketing or Brand Director
  • Senior Marketing Director

Lateral Moves:

  • Content Strategy Manager
  • UX/UI Design Lead

Core Responsibilities

Primary Functions

  • Develop, implement, and maintain a cohesive visual brand strategy and identity guidelines across all marketing channels, including digital, social media, email, web, print, and events.
  • Lead the conceptualization and art direction for all marketing campaigns and initiatives, translating marketing objectives into clear, compelling, and creative visual strategies.
  • Manage the end-to-end production of all creative assets, including graphic design, photography, video content, and infographics, ensuring they are delivered on time, on budget, and to the highest standard.
  • Direct and oversee photoshoots, video production, and other visual content creation, from initial storyboarding and vendor selection to on-set art direction and final post-production edits.
  • Collaborate closely with the broader marketing team, including content, social media, and product marketing, to ensure visual storytelling is seamlessly integrated into every campaign.
  • Champion brand consistency, acting as the primary guardian of our visual brand standards, and provide guidance and feedback to internal teams and external agencies.
  • Manage and mentor a team of graphic designers, videographers, and other creative professionals (or manage freelance/agency relationships), fostering a collaborative and innovative environment.
  • Stay at the forefront of visual marketing trends, design tools, and best practices to continually innovate and elevate our brand's creative output.
  • Develop and manage the visual marketing budget, ensuring efficient allocation of resources for freelancers, agencies, software, and production costs.
  • Oversee the organization and maintenance of our digital asset management (DAM) system to ensure all creative assets are easily accessible and properly archived.
  • Create and execute visual merchandising strategies for online platforms, including website layout, product imagery, and promotional banners to optimize user experience and conversion.
  • Design compelling presentations, sales collateral, and event materials that effectively communicate our brand's value proposition to partners and prospective clients.
  • Analyze the performance of visual content and creative campaigns, using data and KPIs to measure effectiveness and inform future creative decisions.
  • Lead creative brainstorming sessions to generate fresh ideas for campaigns, content, and brand activations.
  • Establish and streamline creative workflows and processes to improve efficiency, collaboration, and the quality of creative output.
  • Articulate creative concepts and strategies clearly and persuasively to stakeholders at all levels of the organization, from team members to executive leadership.
  • Ensure all visual materials are compliant with legal and accessibility standards, including usage rights for stock imagery and talent.
  • Adapt and resize master creative concepts for various platforms and formats, ensuring a consistent but contextually appropriate brand experience.
  • Guide the visual design of the company website and landing pages, working with UX/UI designers and developers to create engaging and user-friendly digital experiences.
  • Develop visual style guides for specific campaigns, product launches, and co-marketing partnerships to ensure a unified aesthetic.
  • Own the visual experience for major company events, including booth design, signage, and digital displays, to create an immersive brand presence.

Secondary Functions

  • Collaborate with the Product and UX teams to ensure brand and visual consistency extends into the user interface of our products.
  • Manage relationships and negotiations with external creative agencies, freelancers, printers, and other production vendors.
  • Provide creative support for internal communications and employer branding initiatives to foster a strong company culture.
  • Monitor competitor visual strategies and market trends to identify opportunities for differentiation and innovation.

Required Skills & Competencies

Hard Skills (Technical)

  • Adobe Creative Suite: Expert-level proficiency in Photoshop, Illustrator, InDesign, and preferably Premiere Pro and After Effects.
  • Graphic Design Principles: Mastery of typography, color theory, layout, and composition.
  • Digital Asset Management (DAM): Experience using and managing DAM platforms.
  • Project Management Software: Proficiency in tools like Asana, Trello, Jira, or Monday.com to manage creative workflows.
  • Video & Photo Production: Strong understanding of art direction, storyboarding, lighting, and post-production processes.
  • UI/UX Principles: Foundational knowledge of user experience and interface design to guide web and digital projects.
  • CMS & Web Platforms: Familiarity with content management systems (e.g., WordPress) and e-commerce platforms (e.g., Shopify).
  • Presentation Design: Ability to create visually stunning and effective presentations in PowerPoint, Keynote, or Google Slides.

Soft Skills

  • Creative Vision & Strategic Thinking: Ability to translate business goals into a compelling creative vision and actionable strategy.
  • Leadership & Mentorship: Proven experience leading creative teams and fostering talent.
  • Exceptional Communication: Ability to articulate creative ideas and provide constructive feedback to diverse audiences.
  • Project Management: Outstanding organizational skills with the ability to manage multiple projects, priorities, and deadlines simultaneously.
  • Collaboration: A team-player mindset with a talent for building strong cross-functional relationships.
  • Problem-Solving: Resourceful and adaptable, with a knack for finding creative solutions to challenges.
  • Attention to Detail: A meticulous eye for detail, ensuring quality and consistency in all visual outputs.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Bachelor's or Master's Degree in a relevant field.

Relevant Fields of Study:

  • Graphic Design
  • Marketing
  • Fine Arts
  • Communications or a related field

Experience Requirements

Typical Experience Range:

  • 5-8 years of progressive experience in graphic design, art direction, or visual marketing, with at least 2 years in a management or leadership capacity.

Preferred:

  • A strong portfolio showcasing strategic campaign work and brand development across multiple channels is required. Experience in a fast-paced B2C e-commerce or B2B SaaS environment is highly desirable.
Explore More Careers