What Does a Marketing Project Manager Really Do?
If you had asked me ten years ago what profession I'd have today, I never would have guessed I'd be working as a project manager for a successful content marketing agency with highly recognizable brands. Why? Well, it’s likely because I didn’t even know what a project manager was at the time.
As a kid, I enjoyed collaboration, organization, and problem-solving. But I had no answer when asked what I wanted to be when I grew up. I didn’t want to be a doctor, or an astronaut, or a teacher; I didn’t know what I wanted to be. And certainly, there was no job where my 10-year-old passion for planning weekend slumber parties or hyper-organized eighth-grade school agenda could translate to a career… right?
Well, I was wrong. Combine creative problem-solving with team collaboration and the right amount of data and analytics, and you get project management.
But how did I jump from not knowing to being so sure of what I wanted to do? And what is a marketing project manager anyway? What might their day-to-day look like?
To help answer these burning questions, I’ve checked in with my colleagues in Masthead’s Editorial Operations department to get their take on what it’s like managing clients, what skills and qualifications you need to be a project manager, and how they have used project management in their personal lives (which as project managers, is hard not to do).
What is a Marketing Project Manager?
Before doing my own research, I used to associate the “project manager” role with construction. However, project managers (sometimes called account executives or account managers) exist in more industries than you may expect. According to the Project Management Institute, 90 million project managers are currently in project-based industries worldwide. But what exactly is a project manager, and what do they do? Simply put, project managers make sure things get done.
Spearheading the execution of a client’s scope of work (SOW) from kick-off to wrap-up, project managers (PMs) are responsible for everything in between, including planning the project timeline, securing resources, managing the execution of work, and reporting on projects’ successes—all while managing client expectations along the way. From the moment a new client partnership kicks off, the PM’s mental gears begin turning.
While the approach may vary depending on the project, the end goal is often the same: Make a client’s vision a reality while doing the near impossible—staying on time and on budget.
But how does a PM plan their work when services vary from client to client? While the SOW of nearly every project is different (not to mention the budget, stakeholders, and goals), a few core things remain the same for every client...
Securing Resources
Once the scope has been defined (typically done before an agreement is signed or a project is greenlit internally), we must build a team to actually do the work. After all, project managers are responsible for managing all project resources—including people!
At Masthead, we have a network of over 900 freelancers available to join a project for writing, editing, strategy, production—essentially anyone you can think of to execute a creative project. PMs are responsible for sourcing talent, onboarding freelancers, assigning work, managing deadlines, and maintaining positive relationships between team members.
Managing Communication and Expectations
I've found that one of the most essential aspects of the role is to help manage the client's expectations about what the project involves—what's included, how long it should take, and when they can expect to see results. If you work for an agency, like I do, the job also means nurturing a positive relationship between the client and your business. It is vital for the project’s success (and can help foster new business development) and creates a positive working environment for everyone involved.
As the main point of contact, PMs must liaise seamlessly between the client and the internal team executing the work (the strategist, writer, search engine optimizer, etc.). PMs must ensure the internal team has the resources and information needed from the client to do their absolute best and meet (or exceed) client expectations.
Even though the PM is not the “doer” on the project, they are ultimately responsible for the final deliverables and the overall project success. This is why constant communication is crucial during all phases of the project.
Overseeing and Executing the Work
Clients come to Masthead for various services, including content creation, optimization, AI audits and strategies, graphics production, search engine optimization needs, and more. As the project manager, I am responsible for knowing how to bring each project to life.
It’s also my job to set everyone up for success, so while I may not execute the voice and tone guidelines or content strategy personally, it’s my job to spearhead the execution of those assets, which is typically done by an expert.
These responsibilities may include developing editorial calendars or production timelines with deadlines for the client and team to reference throughout the project lifecycle or collecting and circulating client resources (like brand guidelines and messaging) to designers and writers.
Once the team has the resources and direction they need to do their jobs as individual contributors, I let them get to work. As a PM, I should check in regularly to ensure that deadlines are met and that any work submitted is up to par (referring back to that constant communication!). Once work is ready for the client, the PM must submit it for review and facilitate communication with any notes or edit requests until everyone is satisfied with the final product.
Expecting the Unexpected
Being a project manager may sound simple (assign work to other people and make sure it gets done? Piece of cake!), but trust me, there’s always a curveball around every corner. The logistical problem-solving skills needed to navigate change are essential for any successful PM.
For example, it’s not uncommon for a client’s needs to change midway through a project (sometimes multiple times!), deadlines can change, freelancers’ schedules and availability may change without notice, and more. As the PM, it’s my job to figure it out and steer the ship to success.
Juggling the client's changing requests along with the needs of the internal team—all while managing the project budget and timeline—isn’t for the faint of heart! But with strong communication, the ability to make smart decisions, and a touch of natural leadership skills, no project cannot be managed.
How Can You Become a Project Manager?
The path to becoming a project manager can come from several different beginnings. Some project managers land in the role through an educational path. You can get a Master’s in Project Management at accredited schools like New York University, Louisiana State University, or Boston University or take online training and certifications. The Project Management Institute has an online course for becoming a certified Project Management Professional (PMP).
However, you don’t necessarily need a specific educational background or to be PMP-certified to land the job—I didn’t! Many of the skills that make a great project manager can be honed in other industries and roles. If you have experience as an individual contributor in a particular industry, plus leadership and management skills, you can reframe and resell yourself as a PM in any industry.
Essential skills for a marketing project manager
Soft skills
Leadership — you are the spearhead of the project and the point person for everyone
Problem-solving skills— there will be surprises around every corner
Strong communication skills — over-communicate when necessary
Organization — using project management tools like Basecamp, Monday.com, or Asana are game changers
Time management — your deadlines have a chain reaction and impact others
Collaboration and teamwork — you’re managing and working with many different personalities
Critical and creative thinking — knowing how to get a project done, even if it requires a non-traditional approach
Adaptability — managing shifting deadlines and unexpected requests
Dependable — the client trusts you to execute the work, and your company needs you to create a long-term relationship
Active listening — catch the little things that some may think are not important but will be relevant in the future
Thick skin — when you’re in the middle of strong personalities, you often take the brunt of it
Hard skills
Market research — understand your client and their industry for a strong relationship
Scheduling — managing multiple calendars and availability
Project forecasting — find the pitfalls before they arise
Workload management — maintain positive relationships by not overworking your team
Negotiation — meet people where they are (within reason and the SOW!).
Learning From The Experts
I asked Masthead’s PMs some questions about what it’s like working as a marketing project manager to get a true inside perspective (and added a few answers of my own in there as well)! Here’s what our team had to say about the day-to-day management for marketing and content.
What common challenges do you face in your role, and how do you overcome them?
Samantha Cataldo: A common challenge I face is trying to keep others on track, especially those who might not be the most organized people! However, I remind myself that I’m here to find the best method to get the job done.
Karinna Trapanotto: Being comfortable with uncertainty. Like many project managers, I am very type-A. I like to have a plan. I like rules. I like schedules and lists. However, the reality of managing projects and personalities is that things seldom go exactly as planned (even if you have the best timeline and plan). Being a solutions-oriented teammate is key to being a great PM. Things will change, and you need to find an organized path forward.
How do you ensure effective communication and collaboration among team members?
Samantha: The key to ensuring effective communication and collaboration is by documenting everything in an accessible place. If the tools and answers are readily available, it leads to less frustration and more room for discussions and collaboration.
Karinna: Create a culture of accountability for everyone involved. Provide everyone with resources to do their job and ensure they can contact you if they have questions. Ask people to confirm receipt of their assignments and deadlines. Nothing should surprise anyone if you’ve communicated thoroughly throughout the project.
Caila Ball-Dionne: While we like keeping consistency in place for how a project is managed, there are times when a person integral to the success of a project (ex, a client or a freelancer) just does not work well within the systems—or needs time to adapt. When that’s the case, I meet people where they are (within reason!). For example, though I prefer Basecamp for transparent project communication, I’ll send nudges using emails, IMs, or phone calls as needed.
How do you manage client expectations and ensure their satisfaction with the final deliverables?
Karinna: Effectively communicating the scope from the beginning of a project (and sending updates and reminders throughout) is essential to managing client expectations. As you complete work, gut-check the client’s satisfaction at various points before the final deliverable is due. You don’t want to get to the end of a six-month project only to find out that’s not how the client envisioned the final product. Collaboration is key (within the scope, of course!).
Samantha: It’s helpful to manage expectations by setting timelines in advance so the client does not expect everything immediately. For example, I tell our clients that the standard timeline to return a second draft is three days, so they do not expect it to return within 24 hours.
Caila: I’m all about in-progress check-ins–even when deliverables aren’t complete. It’s easier to correct the course earlier in the project.
How do you prioritize and manage multiple clients?
Karinna: Most clients will tell you that your work for them is the most urgent and important. But when all of your clients say that, you’re left to prioritize on your own. I take a moment to decide what is actually urgent and important, time-block my calendar for each client, and delegate work to teammates for efficiency.
Samantha: I start by getting anything that needs to be delegated off my plate to other team members so we can parallel path our way to success. Once that work is out there, it will get done while you move on to other tasks you need to complete.
How do you stay updated with the latest trends and tools in content marketing?
Samantha: I stay updated with the latest trends and tools in content marketing by consistently chatting and sharing with my team. We also keep a spreadsheet of helpful articles we come across.
Caila: I like to bookend my day reading a marketing newsletter or trend article—especially one a colleague recommends. That, together with attending conferences and webinars and joining a peer group focused on AI implementation helps me stay up to date with the ever-evolving marketing landscape.
Katie Kelly: I always look for new learning opportunities and say yes to as much as possible. If I see a webinar that interests me, I register (if I can’t attend, I’ll get the recording afterward!). I’m probably signed up for more newsletters than I could read in a day, but when I have a slow morning or afternoon, I use that time to read. I also enjoy listening to podcasts like Marketing Brew and Freakonomics.
What project management tools and software are most effective for content marketing projects?
Samantha: The project management tool I enjoy the most is Basecamp. They make it so easy to assign tasks to others and set due dates.
Karinna: It depends on the project and who will use the software. We use Basecamp here at Masthead, which I do really like. I have also enjoyed using Asana!
Caila: I swear this is not sponsored by Basecamp…but it’s Basecamp for me.
Katie: I’m inclined to agree that Basecamp is a project manager’s dream tool, but I also enjoy Airtable! It is a great supplemental tool for executing your daily PM responsibilities.
How do you measure the success of a content marketing project?
Karinna: How you measure success depends on the project's original goals. When kicking off a new project, aligning goals with the client is important so that everyone is tracking toward the same success metrics. You never want to get to the end of the project and have the client say, “Well, we were hoping to accomplish XYZ, but we didn’t do that.” If you have a goals conversation from the beginning and create accountability for all parties, you can avoid being blindsided by something like this.
Samantha: The obvious answer is that you meet the defined KPIs set at the beginning of the project with the client. However, I find it highly satisfying to check off every task, finalize every article, or finish a strategy. The satisfaction of getting a 20+ item task list to zero is always a success for me!
What trends or innovations do you think will shape the future of this industry?
Karinna: AI is, and will continue to, shape the content marketing industry.
Samantha: Thought leadership is definitely becoming even more important in content marketing with the ever-changing SEO tactics and best practices.
Caila: AI’s impact on the search landscape has dramatically shifted how we approach SEO. Separately, the emergence of high-quality AI tools that improve workplace efficiency is shaking up not just the marketing industry but the workforce as a whole.
What advice would you give to someone aspiring to become a project manager in content marketing?
Caila: If you are preparing for a career shift and wondering how to become a content marketing project manager, look for ways to practice project management in your current role. For example, write process docs for implementing ongoing tasks consistently or manage your next group task with project management software. Typically, your team will appreciate someone taking on project management, and building those skills in your current role can help with a pivot later.
Karinna: If you’re like me and never had a formal PM degree before deciding to pivot into this career, many free courses are available on HubSpot to get you up to speed. Take classes about being a PM and the industry you hope to work in. Hone your leadership skills, learn to trust your decision-making process, and be ready to manage and work with many, many personalities!
Samantha: Become knowledgeable in all different industries. You could have a financial client one day and a fitness brand the next. Understanding those industries will help you have a strong relationship with your client.
How have you utilized project management skills in your personal life?
Karinna: As a project manager, it’s impossible for my PM skills not to permeate my personal life. I created a more than in-depth spreadsheet accounting for all of the logistics for my cross-country move from New York to Los Angeles.
Caila: I set up a Google Spaces task manager to ensure our team watches Love Island on the same schedule so we can have more informed discussions. Similarly to Karinna, I managed a recent home move using Basecamp tasks (which my husband is still traumatized by the onslaught of).
Katie: Who needs a wedding planner when you have one built into yourself? As a new fiancée, I’ve been too excited not to start wedding planning. I’ve already started a spreadsheet and binder with all my ideas (even though the wedding won’t be for a few years)!
Being a content marketing project manager requires a mix of creativity, organization, leadership, and flexibility—skills that may seem unrelated but are necessary for turning visions into reality. Every day brings challenges, but with strong communication and the ability to adapt—and having the right team behind you—bringing a project to life is incredibly rewarding!
Whether professionally or personally, project management helps you stay organized and achieve your goals, no matter the setting. If you’re considering leaping project management, trust me—it's a role where your skills will truly shine.
If you've gotten this far and realized that you need even more project management support than you'd thought (one person can't always do it all), please send me a note! I'm happy to share more about how Masthead can help.
