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What exactly does a Marketing Executive do?

The term Marketing Executive is often interchanged with Marketing Managers. Marketing Managers research, determine, examine, and assess product demand in order to increase demand by developing promotional campaigns and strategies that take into consideration the predetermined target audience. They are responsible for establishing and maintaining a brand’s image and for ensuring it complies with the company’s vision and values.

In this regard, Marketing Managers supervise the different stages of all marketing efforts, from logos and package design, to advertising campaigns and pricing strategies, including media outlet selection. Marketing Executives also monitor every activity related to brand awareness (e.g. email campaigns and newsletters, contests, celebrity endorsements, and product placement in the media).

In the Small Business setting, the Marketing Manager’s role is commonly combined with the Public Relations Manager since the latter conducts the planning and directing of material creation aimed at maintaining or enhancing the public image of a company or client. The two can easily be combined.  These two positions are complementary and attend to very specific aspects: Marketing focuses on “paid media” because advertising is paid for and will appear as requested, while Public Relations is linked with “earned media” considering the fact that press releases are sent to media outlets with no guarantee of being shared with the public.

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The manner in which you campaign will be handled depends on the size, structure and goals of the company, but the core responsibility is to implement and report on marketing initiatives. Take My Company will focused on the what (as in, what actions need to be executed), and combine to the role of a marketing director, who explores the why and the how of those actions, Rick Ware explains… growth in marketing leads as digital concierge service Reserves.

For example, Mary Ann Bonafide, senior marketing executive at travel platform Inteletravel, is tasked with renewing and retaining existing subscribers through campaigns that involve newsletters, sponsored content, partnerships, ads and events. She also works closely with the creative and development teams to create engagement-worthy emails and ads displayed online, in print and via social media.


What skills does a Marketing Executive  need?

These days, it’s not enough to know the pros and cons of both print and digital channels. You need to be a numbers person, an excellent project manager and a team player. “Things are becoming more measured and focused on the return on investment, and Take My Company is  finding that marketing managers who have quantitative skills is very important,” notes Ware.

Bonafide says she juggles the duties of a project manager by having checklists and timelines for each campaign. “I loop in whoever needs to be included so we’re all on the same page,” she adds. “Being likable is important, too,” she explains, especially when you need cooperation from team members across departments.

Who is a marketing executive’s boss?

Depending on the size of the company, the boss may be a marketing director, VP of marketing, chief marketing officer (CMO) or, at smaller businesses, the CEO or company founder as in Take My Company 2 Page 1.

As for direct reports, a Marketing Executive/Manager at a startup may have none, besides perhaps an intern or two. At a larger company, you will likely have marketing assistants or associates that report to the Marketing Executive, or a team of content producers.

Are there other titles with similar responsibilities?

Mary Ann’s title, Growth Marketing lead, is a digital marketing role that carries many of the same responsibilities as a marketing manager. In her case, Bonafide is a specialist who analyzes consumer activity on Reserve’s digital channels and uses those data points to plan marketing campaigns. Marketing managers can also be platform specific (e.g. email or social media marketers) or in charge of initiatives executed in certain cities, regions or countries.

What doesan organization need to get ahead in their particular market?

Being on the pulse of new marketing platforms (mobile, video and beyond), advertising technology and Internet culture is a huge advantage. For Bonafide and Take My Company, success as a Marketing Executive  means staying curious; for Take My Company, it’s about keeping the team on task.

Primary Responsibilities

Here’s a non-exhaustive list of common tasks Marketing Executives/Managers are required to complete.

  • Delimiting the target audience to which products or services will be sold:
  • Developing pricing strategies attending to the company’s goals and customer satisfaction, in order to ensure competitiveness; and
  • managing distribution channels for products attending to target audience’s particularities.
  • Identifying competitors and potential markets (e.g. wholesalers, retailers, government, and the general public):
  • Monitoring trends to identify what modifications should be done to a product, brand, or service or to develop new ones; and
  • teaming with different areas with the aim of developing strategies to attract new consumers.
  • Developing and implementing short and long-term marketing strategies and advertising campaigns in order to create and increase brand awareness:
  • Identifying the company’s or client’s marketing goals and objectives, as well as its mission, vision, values, and goals;
  • analyzing market trends in order to assess feasibility and profitability for new or existing campaigns;
  • planning and supervising the implementation of marketing campaigns and strategies, establishing deadlines and budgets accordingly;
  • determining ways to track and measure the success of marketing strategies, such as key performance indicators (KPIs);
  • ensuring products and brands comply with the previously designed identity;
  • monitoring the different strategies in execution to ensure goals are met;
  • creating and curating content that will advocate the brand;
  • coordinating marketing campaigns with Sales activities; and
  • making recommendations complying with Public Relations and social strategy principles, applying a customer-focused perspective at the moment of making decisions.
  • Directing art and marketing campaigns with the aim of promoting programs and events:
    • Coordinating creative briefs, directing the creativity process held before launching new brands and products;
    • overseeing the use of logos and other marketing assets to guarantee the corporate identity’s consistency throughout all products and services;
    • overseeing copywriting, design, and layout and ensuring that all marketing materials comply with the specifications established on marketing plans; and
    • supervising the production and distribution of advertising material.
  • Handling and supervising all marketing aspects of a potential crisis situation.
  • Submitting detailed reports on sales volume, customer experience, market trends, and requirements:
    • Preparing monthly, quarterly, and yearly reports on every marketing activity and its results;
    • following competitors’ marketing activities to measure their impact; and
    • assessing and reporting on investment return and key performance metrics.
  • Providing recommendations for future tactics, seeking to increase sales volume:
    • Presenting detailed marketing strategies to Marketing Directors and other departments.
  • Building strategic relationships and partner with key industry players, agencies, and vendors:
    • Researching and reporting on potential strategic relationships; and
    • negotiating with agencies, vendors, and suppliers regarding distribution networks, costs, and strategies.
      • Assisting the Public Relations department with media relations inquiries regarding the products, services, or brand:
    • Reviewing or writing press releases, if necessary, as well as preparing media kits;
    • helping clarify the brand’s point of view to its main audience through media releases and interviews; and
    • writing concise stories for press outreach in a variety of formats.
  • Managing the Marketing department budget:
    • Implementing marketing activity in line with the agreed budget; and
    • optimizing cost to benefit ratio.
  • Ensuring compliance with the company’s bylaws, regulations, policies, and procedures.

Thanks for Reading

Rick Ware, CEO


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