Introduction. The relevance of management in the sociocultural field keeps growing nowadays. There’s a need to explore the professional profile of the manager involved in this process, whose activity is to control the storing and distributing of the cultural assets. Purpose and methods. The purpose is a theoretical analysis, systematization and generalization of the scientific research on the professional profile of the sociocultural activity manager, which allows to meet the professional demands more effectively and survive at the extremely competitive market. General scientific analysis, synthesis, systematization and generalization of the theoretical knowledge have been applied during the research, as well as the experimental terminological analysis, situational, structural, functional and comparative methods. Results. The key duties and functions of the nowadays sociocultural activity manager have been explained. The following components of their professional competence have been defined: sociocultural, technological, managing, marketing, cultural, humanitarian, psychological and politic knowledge; general and special skills, general scientific and professional experience. The personal traits (leadership, will, moral) and communication capabilities (informative, interactive, perceptive) have been revealed. Conclusions and discussion. The scientific novelty of the obtained results lies in clarification of the notion of the “manager of sociocultural activity” and revealing manager’s professional profile from the perspective of his duties, functions, professional competence, personality traits, communication capabilities and roles, while practical application lies in the direct use of the professional profile by the managers, operating in the sociocultural field, taking into account their individual practice.