10022 Advertising, marketing and public relations managers

What this occupation covers

Advertising, marketing, public relations and e-business managers plan, organize, direct, control and evaluate the activities of establishments and departments involved in commercial, industrial and e-business advertising, marketing and public relations. They are employed by commercial and industrial establishments, government departments, and advertising, marketing and public relations firms or consulting businesses.

Official main duties

The NOC profile lists 5 main duties for this code.

• Plan, direct and evaluate the activities of firms and departments that develop and implement advertising campaigns to promote the sales of products and services.
• Establish distribution networks for products and services, initiate market research studies and analyze their findings, assist in product development, and direct and evaluate the marketing strategies of establishments.
• Direct and evaluate establishments and departments that develop and implement communication strategies and information programs, publicize activities and events, and maintain media relations on behalf of businesses, governments and other organizations.
• Plan, organize, direct, control and evaluate the design, development and maintenance of Internet, Intranet and mobile applications to manage an organization's online business model and strategy.
• Collaborate with advertising, marketing, and public relations teams to plan, develop, evaluate and manage an organization's online presence including public relations, communications, marketing, commercial activities and social media management.

Do not copy these lines into your reference letter. The letter has to describe what you actually did, in your employer’s words. DUTYPROOF flags wording lifted from the NOC as something to review, and an officer reading a letter that mirrors the NOC reads it the same way.

What DUTYPROOF screens for

This is DUTYPROOF’s screening threshold, not IRCC’s decision. For this NOC, screening requires at least 2 of its 5 official duties to be evidenced in your own words, plus the required letter elements. IRCC asks that you performed the actions in the occupation’s lead statement and a substantial number of its main duties — so treat the duty coverage as the number that matters, not the badge.

Codes this one is confused with

The NOC profile names these itself. Choosing the wrong code of a look-alike pair is the most common way genuine work experience fails to establish eligibility.

• 41402 Business development officers and market researchers and analysts
• 12103 Conference and event planners
• 60010 Corporate sales managers
• 11202 Professional occupations in advertising, marketing and public relations
• 60020 Retail and wholesale trade managers
• 62010 Retail sales supervisors
• 64101 Sales and account representatives - wholesale trade (non-technical)
• 00014 Senior managers - trade, broadcasting and other services
• 62100 Technical sales specialists - wholesale trade

Excluded from this code

• Business development officers and market researchers and analysts (See 41402 Business development officers and market researchers and analysts)
• Conference and event planners (See 12103 Conference and event planners)
• Corporate sales managers (See 60010 Corporate sales managers)
• Professional occupations in advertising, marketing and public relations (See 11202 Professional occupations in advertising, marketing and public relations)
• Retail and wholesale trade managers (See 60020 Retail and wholesale trade managers)
• Retail sales supervisors (See 62010 Retail sales supervisors)
• Sales and account representatives - wholesale trade (non-technical) (See 64101 Sales and account representatives - wholesale trade (non-technical))
• Senior managers - trade, broadcasting and other services (See 00014 Senior managers - trade, broadcasting and other services)
• Technical sales specialists - wholesale trade (See 62100 Technical sales specialists - wholesale trade)

Job titles filed under this code

A title on this list does not by itself put your experience in this code — the duties in your letter decide that.

advertising administrator · advertising agency manager · advertising director · advertising manager · agency marketing department manager · business manager - sales and advertising · campaign manager · channel marketing manager · circulation manager · commercial network development manager · communications director · communications director - sales and marketing · communications manager · communications manager - public relations · community relations director · corporate affairs manager · correspondence and public inquiries manager · creative services director · director of development - annual giving · e-commerce (electronic commerce) manager · election campaign manager · electronic business (e-business) manager · electronic commerce (e-commerce) manager · external relations director

Employment requirements

• Advertising and public relations managers
• A university degree or college diploma in communications, public relations, marketing, journalism or in a related field and Several years of experience in an advertising, public relations or communications officer position or in a related occupation are required.
• Marketing managers
• A university degree or college diploma in business administration or in a related field with a specialization in sales or marketing and Several years of experience as a sales, marketing or public relations representative or in a related occupation are required.
• E-business managers
• A university degree or college diploma in a field related to electronic commerce, Web site content development, or Internet and mobile services and Experience in Web site design, interactive media development, data administration or information systems analysis or experience related to Web site content are usually required.