A Basic Overview of the Marketing Executive’s Role

A Basic Overview of the Marketing Executive’s Role

The Role of the Marketing Executive

The marketing executive’s job is to develop and administer marketing campaigns that promote products and/or services. This is a holistic role that can include many different responsibilities, including administration, analysis, IT, creative, and commercial development. The specific responsibilities assigned to a given marketing executive tend to vary according to the size and style of employer and the standards of the industry being served. Executives generally need to collaborate with other employees to accomplish goals in market research, advertising, sales, production, and distribution.

Core Responsibilities

Marketing executives generally take a supervisor role which spans the entire lifetime of a marketing campaign or even the entire relationship between a marketing firm and a client. Marketing executives are especially called on to exercise responsibility, initiative, and self-management in the early stages of a campaign. Typical responsibilities include:

  • Developing and managing marketing campaigns
  • Analysing data, conducting research, and identifying target audiences
  • Promotional activity
  • Strategy development and presentation
  • Gathering, analysing, and distributing statistical and financial information
  • Writing and editing creative copy
  • Organising and managing events
  • Operating/maintaining websites and gathering data from them
  • Using customer relationship management (CRM) systems
  • Performance monitoring
  • Internal marketing
  • Managing social media marketing campaigns

The suitability of fresh graduates for a marketing executive role depends largely on the size and type of employer. Small and medium-sized enterprises (SMEs) are more open to hiring graduates as marketing executives, for example. In larger organisations, executives are typically experienced managers who work with junior marketing assistants and coordinators. It is typically these subsidiary positions which are open to entry-level applicants and graduates in larger organisations. Many marketing graduate schemes will place suitably-trained graduates in marketing executive roles.

Salary, Work Life and Advancement

The promotion prospects for marketing executives are excellent. There is a natural path into senior marketing roles, including promotion to a senior marketing executive, marketing director, or marketing manager positions. Executives may also choose to specialise their careers, moving into roles like SEO manager, digital content manager, or PPC (pay-per-click advertising) manager. See here for a more in-depth look at marketing roles.

Most marketing executives work a standard ‘nine-to-five’ schedule, but additional time may be required for larger projects and events. Starting salaries for marketing executives range from £17,000 to £21,000. Senior marketing executive salaries fall in the range between £31,343 and £41,957. Salaries are higher in the private sector than the public sector, and the industries associated with the highest salaries of all include gaming/gambling, telecommunications, utilities, consumer electronics, and FMCG (Fast-Moving Consumer Goods).

Training and Qualifications

Both university graduates and school leavers will find effective routes into a marketing career.

Marketing opportunities are generally open to graduates regardless of their degree discipline. Degrees or postgraduate qualifications in marketing, business, economics, statistics, or sociology are likely to attract greater interest from employers. Scientific and technical backgrounds are preferred in some roles, particularly those that focus on industrial marketing where the associated skills are relevant. Qualifications offered by and membership in professional organisations (e.g. The Chartered Institute of Marketing (CIM), The Institute of Direct and Digital Marketing (IDM)) can help job seekers secure a better position.

Relevant work experience, whether paid or voluntary, can also help. Any commercial endeavour that involves public or customer interaction will reflect well on job seekers aiming for a marketing job. Larger employers may also have placement schemes and vacation courses offering useful professional insights.

Part time marketing jobs in London or extracurricular activities that demonstrate communication skills and facility with customer interaction will help show off job seekers’ interest in marketing to potential employers. Examples include working as a student ambassador, ‘street teaming’ promotional work, retail work experience or telesales.

The Key Skills Of The Marketing Executive

  • Strong teamwork skills
  • Strong communication skills
  • Attention to detail
  • Flexibility
  • Organisation and planning
  • Writing skills
  • Commercial awareness
  • Numerical skills
  • IT skills
Category Marketing

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