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Today's organizations focus on innovations and strategies; where the marketing manager exercises a transformative function, which fully adapts to technological changes quickly, to the demands of a globalized market and to the promotion of sustainable business practices. This research took a documentary approach, collecting data from scientific articles, case studies and other sources, and using content analysis to identify trends and patterns in the performance of these professionals. Their methodology was based on a documentary analysis to understand the responsibilities and impact of marketing managers in a dynamic business context. The main results show that marketing managers are fundamental in the creation and execution of market strategies, taking advantage of opportunities through innovative techniques to maintain effective market participation. A growing focus on digital marketing and personalized customer service was identified, as well as the importance of sustainability and corporate social responsibility in marketing strategies. These managers not only drive organizational growth and maintain competitiveness, but they also contribute positively to the environment.
