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Marketing executive
Marketing executives help to promote and raise awareness of products, brands and services. They might be involved in collecting information on customers and competitors, launching new products and measuring the success of marketing campaigns.
Work activities
Companies that make products, or provide services, all need to decide how best to promote them in order to increase sales or awareness. Marketing departments are often involved in different aspects of this process, from market research to advertising, public relations, events and sponsorship. Marketing executives’ duties can vary widely depending on the type and size of organisation they work for. They might, for example, be involved in some or all of the following:
- Collecting, interpreting and presenting information about markets (people or businesses that might buy the product or service).
- Helping to launch a new product or service.
- Contributing to marketing plans, budget decisions and strategy.
- Gaining customer feedback on existing products and working with product development departments to improve customer satisfaction.
- Building good customer relationships.
- Working with external agencies such as advertising, market research or photographic agencies.
- Organising and attending exhibitions, conferences or other publicity events.
- Preparing promotional materials such as catalogues, website pages, leaflets or point-of-sale literature.
They might also:
- Develop customer databases and use direct marketing techniques such as social media, mailshots, emails and text messaging.
- Measure the effectiveness of marketing campaigns and suggest changes where necessary.
- Manage the sponsorship of events or awards that create a positive image of their organisation. Write reports and give presentations to managers.
They need to keep up to date with competitors’ products, prices and marketing. Marketing executives choose a mix of methods to suit the product or service they are promoting. Organisations that market their products and services to the general public might adopt a different approach from those that sell to other businesses. For example, the marketing campaign for a new mobile phone might be completely different from a campaign for an insurance policy, a chain of hotels, builders’ materials, a political party, a theme park, office furniture, a charity appeal or a travel magazine. However, the same marketing principles will apply to all of them – to raise awareness among the target market and to make the product, service or brand successful. Executives working in a small company might have a wider variety of duties than those working in large companies, who might specialise in just one element of marketing. Some marketing executives work for agencies that provide a marketing service to a range of clients. They are likely to be called account executives or account managers. They might need to travel around to visit clients and could also be involved in trying to gain new business.
Personal qualities and skills
As a marketing executive, you will need to be:
- Confident and enthusiastic.
- Organised.
- Motivated and able to work on your own initiative.
- Able to adapt to change.
- Interested in businesses and organisations.
- Able to pay attention to detail.
You should have:
- Good verbal and written communication skills.
- The ability to work well in a team.
- IT skills.
- The ability to analyse and interpret information.
- Creative ideas.
- Presentation skills.
- The ability to work under pressure and to prioritise tasks.
- Number skills to work with budgets and statistics.
Pay and opportunities
Salary rates for marketing executives vary widely depending on the company they work for, and the range of their responsibilities. Marketing executives earn in the range of £20,000 - £50,000 a year. Many companies offer bonuses and benefits such as pension and health care schemes.
They usually work a basic 37-39-hour week, Monday to Friday. However, this can vary considerably. Late finishes and weekend work might be required, especially as promotional deadlines approach.
Employers include companies selling to the consumer market (from food products to computer games) and the industrial market (goods and services to other companies), the service industry and the government. Other opportunities occur in direct marketing, with client firms and agencies. Opportunities for marketing executives occur in offices in towns and cities throughout the UK. However, many opportunities for marketing agency account executives and account managers are found in London and the South East where there is a larger concentration of marketing agencies.
Where are vacancies advertised?
Vacancies are advertised in local/national newspapers and professional marketing journals and magazines, on job boards and employers’ websites, and on the Government’s Find a Job service.
Entry routes and training
It might be possible to enter as a marketing assistant and progress to an executive post after further training and experience. Direct entry to marketing executive posts might be with A-levels or, more often, after completing a degree, HND/ HNC or foundation degree. Subjects such as marketing and/or business will often give you an advantage. The Chartered Institute of Marketing (CIM) has careers information for higher education students and recent graduates. This includes free advice and resources for people looking for their first job in marketing, as well as access to a job vacancy database.
You could enter this career by pursuing a level 4 (higher) apprenticeship in the role of marketing executive. This will provide on-the-job training as well as the opportunity to undertake relevant qualifications, paid for by your employer.
Some marketing posts require qualifications that are industry specific, for example, agriculture, textiles, pharmaceuticals or engineering.
Large companies might offer graduate training schemes. Many marketing executives study part-time for a professional qualification such as the CIM Professional Certificate or Diploma in Marketing. To apply for full membership of the Chartered Institute of Marketing, applicants need A-levels (or equivalent) plus a degree, experience in a marketing communications role or a relevant marketing qualification at level three or above.
Marketing executives can progress to brand manager or marketing manager posts. Alternatively, they might specialise in direct marketing, public relations or advertising.
Qualifications
If you wish to enter this career through a higher apprenticeship, you will need two relevant A-levels/equivalent as well as GSCEs in maths and English.
For entry to a degree course in marketing or business studies, the usual requirement is:
- Two to three A-levels.
- GCSEs at grades 9-4 in two to three other subjects.
- English language and maths at GCSE level.
Alternatives to A-levels include:
- Edexcel (BTEC) level 3 National qualifications
- International Baccalaureate (IB) diploma.
However, course requirements vary so check prospectuses carefully. Some companies ask for qualifications that are specific to their industry.
Adult Opportunities
Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.
Some entrants have developed skills in the marketing, advertising or retail industries. If you don’t have the qualifications needed to enter your chosen degree or HND course, a college or university Access course (for example, Access to Business) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.
A range of colleges and universities offer courses at undergraduate or postgraduate level where study can be full or part time/flexible or via distance learning. Some courses have been developed in partnership with the Chartered Institute of Marketing.
