A marketing executive is a professional that develops and oversees marketing campaigns to promote services and products. The role of the marketing executive can involve creative, digital, analytical, administrative and commercial duties. Details of the role depend greatly on the industry, as well as the type and size of the employer. Marketing executives will often work with other staff members in areas such as market research, advertising, sales and distribution, and production.
1. The Key Duties
Marketing executives in marketing agency jobs oversee the various aspects of a marketing campaign throughout the lifespan of the service, product or concept. As such, marketing executives have a great deal of responsibility from early in the campaign and will be required to manage time and duties independently. The key duties of a marketing executive can include the following:
- overseeing and development of marketing campaigns
- development and presentation of campaign ideas and strategies
- conducting research and data analysis to identify target audiences
- compiling and distribution of financial and statistical data
- maintenance of official websites, and researching site data analytics
- writing content and proofreading creative copies
- organisation of events and product exhibitions
- coordination of internal marketing and the organisation’s culture
- promotional tasks
- monitoring staff performance
- management of social media campaigns
- updating databases using customer relationship management systems
Dependent on the type and size of employer, the marketing executive may be having an entry-level role. Marketing executives with a graduate role will often join small to medium-sized companies; however, executives at larger companies will work closely with marketing assistants and coordinators. Most of the graduate schemes will also hire marketing graduates into executive positions.
2. The Salary, Working Life and Promotion Opportunities
Opportunities for promotion in marketing positions are excellent. Typically, marketing executives can progress to senior marketing roles, such as the senior marketing executive, a marketing manager or a marketing director. Executives are also able to progress to specialised positions, such as an SEO manager, a digital content manager or pay-per-click (PPC) manager. More descriptions of these positions can be found here.
The marketing executive will work a standard ‘nine to five’ working day; however, they may be required to work outside of these hours when attending events or working on larger campaigns. A beginning salary can range from approximately £17,000 to £21,000, but senior marketing executives have been known to earn salaries of approximately £31,000 to £41,000. Employees working in the private sector are known to earn higher salaries than those in the public section, with the highest earning seen in the utility industry, the IT industry, the gaming industry, and the consumer electronics industry.
3. Necessary Qualifications and Training
There are various routes available to enter the marketing field for both school-leavers and university graduates.
Typically, a marketing opportunity is open to graduates with degrees in any discipline; however, a university qualification in a relevant field would be more beneficial, such as marketing, economics, statistics, sociology or business management. Certain positions, particularly positions in the industrial marketing sector, will require a technical or scientific background. Professional qualifications and registration with professional bodies are necessary, such as The Institute of Direct and Digital Marketing or The Chartered Institute of Marketing.
Voluntary or relevant paid work experience can be highly beneficial when applying for marketing executive positions. Work experience can be obtained in any commercial area that requires contact with the general public or specific customers. Large employers often run holiday courses and placements which can offer insight into the marketing profession.
Employers tend to look for an experience beyond part-time employment or extracurricular activities demonstrating customer interaction and strong communication skills. For example, being a student ambassador during university open days, working as a telecommunications agent, working as part of a ‘street team’, or having a retail job can be beneficial.
4. The Key Skills for Marketing Executives
- good communication skills with networking abilities
- good teamwork skills
- attention to detail
- good commercial awareness
- good organisational and planning skills
- numerical skills
- IT skills