What a marketing executive does
Marketing executives oversee and develop marketing campaigns for promoting services and products. A marketing executive’s role may encompass administrative, commercial, digital, analytical, and creative responsibilities. The role’s details will vary depending on the size and type of employer, in addition to the industry. Marketing executives will most likely work closely with other professionals involved in areas like sales and distribution, production, market research, and advertising.
Many aspects of marketing campaigns are overseen by marketing executives over the course of an idea, service or product’s entire lifespan. Therefore, executives often have a lot of responsibility early on in the process and will need to manage their duties and time carefully. Those responsibilities may include the following:
- Developing and overseeing marketing campaigns
- Analysing data and conducting research in order to define and identify audiences
- Presenting and devising strategies and ideas
- Promotional activities
- Distributing and compiling statistical and financial information
- Proofreading and writing creative copy
- Reviewing data analytics and maintaining websites
- Organising product exhibitions and events
- Utilising a customer relationship management (CRM) system and updating databases
- Coordinating an organisation’s culture and internal marketing
- Managing social media campaigns
- Monitoring performance
Depending on the type and size of employer, the marketing executive might be in a graduate or entry-level role. Graduates are most likely to join an SME (small and medium-sized enterprise) in an executive role. In larger organisations, a marketing executive might work closely with one or several marketing coordinators and marketing assistants. Most marketing-specific graduate schemes hire graduates as executives as well.
Promotion, working life, and salary
Promotion opportunities are excellent – usually into senior marketing roles, including marketing director, marketing manager, or senior marketing executive. Executives may also move into roles that are more specialised, including digital content manager, PPC (pay-per-click) manager, or SEO manager.
Marketing executives tend to work a nine-to-five standard day, although they might need to occasionally work overtime when an event needs to be attended or they are are working on a large project. On average, starting salaries range from about £17,000 to £21,000, with senior marketing executives earning sales in the £31,343 to £41,957 range. Private sector employers will most likely offer higher salaries compared to public sector organisations. The highest salaries tend to be found within the FMCG, consumer electronics, telecommunications and IT, utilities, as well as gaming and gambling sectors.
Required training and qualifications
There are paths into marketing for both those who leave school as well as university graduates.
Marketing opportunities are typically available for graduates with a degree in any discipline. However, a postgraduate qualification or degree in certain subjects like marketing, business, economics, sociology or statistics might be preferred by employers or at least be beneficial. Some jobs, especially those in the industrial marketing sector, require completion of the PT 203 Managing Management Systems Courses for executive positions. Professional and membership qualifications that are provided by professional organisations such as The Institute of Direct and Digital Marketing (IDM) or The Chartered Institute of Marketing (CIM) might be helpful in securing a job for graduates.
Relevant voluntary or paid work experience may be beneficial. It may be obtained in any commercial field that requires contact with the general public or customers. Larger employers run placements and vacation courses as well which can provide insight into the marketing profession that is quite useful.
Employers also are searching for experience from extracurricular activities and part-time that demonstrate communication skills and customer interaction. Examples include working in retail, telesales work, street team and other types of promotions work or working as a student ambassador on university open day.
Key skills beneficial for marketing executives
- Networking ability and communication skills
- Good teamwork skills
- Strong attention to detail
- Good planning and organisation skills
- Writing skills and creativity
- IT skills
- Numerical skills
- Commercial awareness