Job description and activities
Marketing executives are involved in developing marketing campaigns that promote a product, service or idea. The role includes planning, advertising, public relations, organising events, product development, distribution, sponsorship and research. The work is often challenging, varied and exciting.
o The responsibilities of a marketing executive will vary, depending on the size of the organisation and sector, and whether the focus is on selling a product or service or raising awareness of an issue that affects the public.
o As many organisations have marketing departments, marketing executives can be found in both the private and public sectors, from the financial, retailing and media industries to voluntary and public sector organisations.
o Marketing executives may also be known as marketing officers or coordinators.
o Typical work activities
o Marketing executives contribute to and develop integrated marketing campaigns. Tasks typically involve:
o liaising and networking with a range of stakeholders, e.g. customers, colleagues, suppliers and partner organisations;
o communicating with target audiences and managing customer relationships;
o sourcing advertising opportunities and placing adverts in the press (local, regional, national and specialist publications) or on the radio (depending on the organisation and the campaign);
o managing the production of marketing materials, including leaflets, posters, flyers, newsletters and e-newsletters and DVDs;
o writing and proofreading copy;
o liaising with designers and printers;
o organising photo shoots;
o arranging for the effective distribution of marketing materials;
o maintaining and updating customer databases;
o organising and attending events such as conferences, seminars, receptions and exhibitions;
o sourcing and securing sponsorship;
o conducting market research such as customer questionnaires and focus groups;
o contributing to and developing marketing plans and strategies;
o managing budgets;
o evaluating marketing campaigns;
o monitoring competitor activity;
o supporting the marketing manager and other colleagues.