A sales promotion account executive will work to monitor and assist the running of marketing campaigns. They will aid the running of a campaign from start to finish, ensuring it works to raise a company’s commercial standing, and augments sales. They will make sure a campaign targets the correct audience, whether it is aimed at the customer or a corporations own workers. Promoting can be done through competitions, free gifts, money off vouchers, or events, such as in-store displays. Sales promotion account executives are sometimes known as brand or account executives.
Typical starting salary is £18,000 - £23,000, which increases to around £23,000 - £35,000 after moving up to account manager level. Account directors can expect to earn £40,000 - £55,000. Wages are dependent on the agency and its location, those based in London usually offering higher amounts.
The working day is usually 9 to 6, with overtime often a necessity due to deadlines. Weekend work may be necessary, as might travel to events or to meet clients, more so the further up the ladder you are. Attire is normally smart-casual, and it is possible to move into freelance work once you have acquired enough experience. Agencies are located around the country, particularly in large city areas.
A degree would be of benefit, particularly in the following areas:
A degree can give you the opportunity to get into a graduate scheme, such as that run by the MCCA (Marketing Communications Consultants Association). Postgraduate study would also boost your credentials, but will not guarantee a position. Work experience can be beneficial, but you will likely have to start in a junior position, and then work your way up. Work experience in sales, customer service or marketing would be advantageous. What employers particularly want to see is an enthusiastic attitude, business awareness, and aspiration.
With a degree you can enter one of the graduate schemes available, or without, you may have to start in a junior position and work your way up. Training will usually be on the job, and after gaining a few years experience you can move up to senior account executive. After acquiring further experience, it is possible to be promoted to manager level, and then to account director. Promotion will be based on individual performance and merit, and can be swift should you demonstrate an aptitude for the role.
Internal training is normally offered by agencies for its new employees. Further training is also available from the ISP (Institute of Sales Promotion), with qualifications and one day courses on offer. Courses include an ISP Certificate in Promotional Marketing, which is an introductory course on offer for new agency staff. The MCCA also offer a one-week course for its members who have entered sales through its graduate scheme. The IDM (Institute of Direct Marketing) is also of use should your work be based in direct marketing.