Marketing Executive

Marketing Executive

A Career in Marketing

What is the role of a Marketing Executive?

Marketing executives contribute to and develop integrated marketing campaigns to promote a product, service or idea. This a varied role, which includes:

  • planning
  • advertising
  • public relations
  • event organisation
  • product development
  • distribution
  • sponsorship
  • research.

Many organisations have marketing departments, meaning that marketing executives can work in both the private and public sector in areas ranging from finance, retail and media to voluntary and charitable organisations.

The exact nature of their role varies depending on the size of the organisation and sector and whether the focus is on selling a product or service, or on raising awareness of an issue that affects the public.

Marketing executives may also be known as marketing officers or coordinators.

Where could I work?

Marketing executives are usually office-based, but will attend meetings with clients, partner organisations and suppliers, as well as a range of events and exhibitions. Self-employment or freelance work is possible for experienced marketing professionals.

As marketing is a core element of all organisations, marketing opportunities can be found across all industry sectors ranging from the financial, consumer and information technology industries to not-for-profit organisations, such as charities, local government and higher education institutions.

Marketing executives also work within full-service marketing agencies, which develop and implement marketing strategies and campaigns on behalf of their clients. These agencies offer a multidisciplinary service to clients looking for a full communications package. This is because they either lack marketing expertise or need to supplement their in-house marketing support.

What could I earn?
  • Marketing assistants start on salaries of around £18,000 to £22,000. As a marketing executive, this increases to £20,000 to £30,000.
  • Senior marketing executives (with around five years’ experience) can earn between £30,000 and £45,000, with marketing managers earning up to £60,000.
  • Marketing directors can earn from £60,000 to in excess of £100,000.
How could my career progress

Marketing executives progress from marketing executive to senior marketing executive once they’ve gained relevant experience and skills. After this, they then become a marketing manager, with a move to marketing director after 10 to 15 years. Gaining chartered status with the CIM can help provide evidence of their skills and experience.

To increase experience, some marketing executives move between in-house departments or work in a marketing agency or consultancy for several different clients. They might also want to move companies or sectors, so their careers progress faster.

Some marketing executives choose to stay in a general marketing role or specialise in a specific area of marketing, such as:

  • event management
  • direct marketing
  • online marketing
  • marketing communications
What qualifications do I need?

A career in marketing is open to all graduates, but a degree or HND in the following subjects may be particularly useful:

  • advertising
  • business or management
  • communications
  • IT or computer science
  • marketing
  • psychology.

In addition, employers also look for a combination of personal qualities and experience. An awareness of digital media techniques is also useful. Look at job adverts to get a feel for the combination of skills and industry knowledge that employers expect.

This profession can also be done without a degree, by starting as a marketing assistant and then building up skills and experience.

Work experience

As marketing is a core element of all organisations, marketing opportunities can be found across all industry sectors ranging from the financial, consumer and information technology industries to not-for-profit organisations, such as charities, local government and higher education institutions.

Marketing apprenticeships are available at Intermediate and Advanced level. The Chartered Institute of Marketing (CIM) also provides a range of professional qualifications, for example the CIM Level 3 Foundation Certificate in Marketing aimed at apprentices and those starting out in their marketing career.

What qualities/skills do I need?
  • Communication and interpersonal skills
  • Customer-facing skills and the ability to think strategically.
  • Commercial awareness and business acumen
  • Copywriting and design skills in order to produce marketing materials for both print and online
  • Creativity, an eye for detail and the analytical skills to evaluate marketing campaigns
  • The ability to work well under pressure
  • Teamwork and the ability to foster good working relationships
  • Influencing and negotiation skills
  • skills in IT, social media and numeracy.
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