Sales promotion account executive
A sales promotion account executive devises, develops and implements ideas for promotional marketing campaigns. They are usually involved in all stages of the process, making sure a campaign runs smoothly.
Sales promotion account executives aim to increase sales or usage of products and services by providing additional incentives, targeting consumers, channel marketing partners and a company's own employees. They use a range of strategies including competitions, samples and coupons, promotions and point-of-sale displays to encourage increased sales. These incentives reach the consumer in a variety of ways, such as in retail outlets, at events and exhibitions, through direct mail, press advertising, websites, text messaging and social media.
Sales promotion account executives are the people responsible for the organisation of promotional marketing campaigns. They must ensure that the work proceeds according to plan, keep everybody involved in the campaign informed and up to date and provide central administrative support to the team.
Account executive is the normal entry-level position for new graduates. Tasks typically include:
Salary figures are intended as a guide only.
Promotional marketing work is open to all graduates, but a degree in the following subjects may increase your chances:
Similarly, although this area of work is available to all Diplomates, an HND/foundation degree in the following subjects may improve your employment chances:
The larger agencies run graduate training schemes but may be willing to recruit Diplomates with the required skills and personal qualities.
Entry without a degree/HND/foundation degree is sometimes possible for those with the right combination of skills, experience and personal qualities, but it may be at a junior level.
A pre-entry postgraduate qualification is not essential.
A combination of aptitude, enthusiasm, commitment and business awareness can be more important than a specific degree subject.
Experience in promotional work, sales or customer service is useful. As some agencies specialise in working with particular sectors, a specific degree may be beneficial for entry into these agencies.
Candidates will need to show evidence of the following:
Undertaking work experience with an agency or in any other business environment (if possible within a marketing department) can help you to become known to an agency and will support graduate applications. Use this experience to network and make further contacts.
Vacancies are not always advertised so speculative applications are worthwhile. See the Institute of Promotional Marketing (IPM) and The Institute of Direct and Digital Marketing (IDM) websites for contact details of member organisations (agencies, brand owners and service providers). Well-informed, targeted applications are vital so make sure that you research the industry before applying for work experience or a graduate role. Reading publications such as the IPM's Promotional Marketing and the Direct, Data and Digital Marketing Newsfeed will also help you to keep up to date with industry news.
For more information, see work experience and internships and search courses and research.
Large agencies may offer structured in-house training and mentoring for new account executives. With smaller agencies, training may be carried out on the job.
The Institute of Promotional Marketing (IPM) offers a range of courses recognised by the industry, including:
The IPM Certificate in Promotional Marketing is an introductory course that many agencies use as part of their training programme for new staff. The aim of the course is to provide participants with an overview of the breadth of the industry in which they work so that they gain an appreciation of their company’s role in the successful creation and management of a campaign and contribute productively to the process.
The IPM Diploma in Promotional Marketing provides an in-depth introduction to all aspects of promotional marketing and gives candidates the basic foundation knowledge that is necessary to:
Most agencies will pay for you to take the Diploma as part of your training.
The IPM also runs a series of one-day courses and seminars, as well as networking events.
The Marketing Agencies Association (MAA) operates a scheme to recruit talented graduates into a range of roles, including sales promotion account executive, on behalf of member agencies. Graduates who enter the marketing agency sector through this scheme attend a one-week induction programme covering the role of an agency and an account handler, the management of a marketing campaign, and skills such as presentation and negotiation. The MAA also offers the Diploma in Integrated Marketing aimed at those interested in developing a career in the sector.
Relevant courses in areas such as direct and digital marketing, mobile marketing and multichannel marketing are also offered by The Institute of Direct and Digital Marketing (IDM) .
Reading publications such as Promotional Marketing will also help you to keep up to date with industry news and can be useful for anticipating future career opportunities.
A typical path for a sales promotion account executive looking to progress their career might be to move to senior account executive, then on to account manager, followed by account director. A qualification from the Institute of Promotional Marketing (IPM) may enhance the chances of career development, but performance and success in the job determine promotion prospects. Promotional marketing is a fast-paced business and progression to more senior roles may be rapid; it is not unusual to reach account director level in under ten years.
Further promotion beyond account director is possible. This could be to more senior strategic posts, such as group account director, or to board-level roles. However, as opportunities at this level are comparatively restricted, some account directors may move between agencies or choose to set up their own agency. It is also possible to move to client-side work.
Traditional marketing disciplines, such as branding, advertising and sales promotion, have blurred and few agencies now specialise exclusively in sales promotion, working more broadly instead in the field of promotional marketing. Most sales promotion account executives work in integrated marketing communications agencies, which offer clients a range of below-the-line services, especially sales promotion, direct marketing and digital media. Some agencies will have a stronger focus on sales promotion than on other areas, but there is considerable overlap between these activities. An awareness of the whole spectrum of marketing communications tools is necessary in order to provide a comprehensive service to clients. See the Institute of Promotional Marketing (IPM) website for a list of their 300 members (agencies, brand owners and service providers).
Traditional above-the-line advertising agencies (those specialising in television, radio, outdoor and cinema advertising) may also have a below-the-line/sales promotion division.
Digital media has made a significant impact on direct marketing techniques, and sales promotion account executives may find themselves working in companies that employ the latest digital and data currencies.
Opportunities also exist in client-side work.
Recruitment agencies specialising in marketing and media also advertise vacancies. Search the Recruitment and Employment Confederation (REC) consultancy finder for a list of relevant member agencies.
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