Outline of Job
A marketing executive will work to promote a clients brand or message. This will involve the use of media such as television and radio. A marketing executive will need to research audience trends in order to make sure the brand or message is correctly delivered. Marketing executives are involved in every detail of a marketing campaign, from the planning stage to campaign delivery. Work is available in both the private and public sector, with work varying according to the size of the organisation. Marketing executives are sometimes known as marketing assistants, officers, or coordinators.
- Meeting and maintaining relations with clients
- Researching the market and audience trends, as well as competitor activities
- Working alongside and reporting to marketing managers
- Writing, proofreading and editing campaign material
- Building and maintaining relations with media contacts
- Planning out marketing strategies
- Monitoring campaign budgets
- Organising photo opportunities and sponsorship
- Arranging and attending events
- Meeting with suppliers to ensure distribution of marketing material
- Sorting advertisement with media organisations
- Excellent communication and writing skills
- Excellent research, analytical and numerical skills
- Ability to work as an individual and as part of a team
- Able to work under pressure and to tight deadlines
- Attention to detail and an organised manner
- Awareness of audience trends
- Able to think creatively
- Commercial awareness
- Able to monitor budgets
- Competent IT skills
- Negotiating skills
Expected Earnings & Conditions
Typical starting salary is £18,000 – £24,000, which can rise to £25,000 – £40,000 after a few years experience. Moving up to manager level can see you earn around £50,000 a year or more. The salary will vary according to agency and its wealth of clients, and also on whether it is a private or public company, private agencies tending to offer more money. Benefits may include medical insurance, a company car, or gym membership.
Working hours are typically 9 to 5, but you will be expected to work late or at the weekend should a deadline need to be met. Work is mainly office-based, but you will often have to travel to meet with clients and media contacts, and on occasion to attend events. An international marketing company would likely require you to travel overseas. Due to demanding targets it can be stressful, and you will usually have a high number of clients at a time. Social networking is of importance, with freelance work a possibility once you have acquired enough experience. Agencies are located around the country, but mainly in city areas.
Qualifications & Experience Required
Although a degree is not essential it may boost your chances of landing a position. A degree in one of the following would be of particular interest:
- Business and management
A qualification from CIM (Chartered Institute of Marketing), such as the Introductory Certificate in Marketing, would also boost your credentials, but would not guarantee a position. What is of much more value to employers is evidence of a strong work ethic from relative experience. Marketing is becoming increasingly competitive, and it is down to you to gain the skills that will see you stand out in the crowd.
Work experience can be done in areas such as sales, public relations, marketing, and customer service. This will demonstrate you have the motivation and drive to gain a position in marketing, and that you actually have valuable work skills. Sending out speculative CVs to employers is the best way to get a work placement, but you need to make sure you are persistent.
Additional Training & Development
With a degree you will likely start in a graduate programme, or in an administrative role without. After a period of 3 to 10 years, depending on performance, you can move up from marketing executive to marketing manager. After a further 10 years or so, once again dependent on merits, you can move up to a senior position such as marketing director. Learning from the different areas in a marketing company will help you obtain a variety of skills to improve your chances of moving up the career ladder.
Further qualifications are offered by the CIM, and are often required to move into senior positions. Qualifications include the CIM Professional Diploma in Marketing. CAM (Communication, Advertising and Marketing) also offer a range of courses, either part or full time. NVQs in marketing are also beneficial, and if your position deals with direct marketing you should consider the courses offered by IDM (Institute of Direct Marketing). During your time in marketing you may choose to move into a specialist area, such as direct marketing or events.