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Marketing executive: Job description and activities

Job description

Marketing executives are involved in developing marketing campaigns that promote a product, service or idea. The role includes planning, advertising, public relations, organising events, product development, distribution, sponsorship and research. The work is often challenging, varied and exciting.

The responsibilities of a marketing executive will vary, depending on the size of the organisation and sector, and whether the focus is on selling a product or service or raising awareness of an issue that affects the public.

As many organisations have marketing departments, marketing executives can be found in both the private and public sectors, from the financial, retailing and media industries to voluntary and public sector organisations.

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

Typical work activities

Marketing executives contribute to and develop integrated marketing campaigns. Tasks typically involve:

• liaising and networking with a range of stakeholders, e.g. customers, colleagues, suppliers and partner organisations;
• communicating with target audiences and managing customer relationships;
• sourcing advertising opportunities and placing adverts in the press (local, regional, national and specialist publications) or on the radio (depending on the organisation and the campaign);
• managing the production of marketing materials, including leaflets, posters, flyers, newsletters and e-newsletters and DVDs;
• writing and proofreading copy;
• liaising with designers and printers;
• organising photo shoots;
• arranging for the effective distribution of marketing materials;
• maintaining and updating customer databases;
• organising and attending events such as conferences, seminars, receptions and exhibitions;
• sourcing and securing sponsorship;
• conducting market research such as customer questionnaires and focus groups;
• contributing to and developing marketing plans and strategies;
• managing budgets;
• evaluating marketing campaigns;
• monitoring competitor activity;
• supporting the marketing manager and other colleagues.

AGCAS

Written by Kirsty Hutchinson, University of Manchester

Last updated:

September 2009

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