Marketing executives oversee many aspects of a campaign throughout the entire lifespan of a product, service or idea. As such executives are likely to have a great deal of responsibility early on and will be required to manage their time and duties themselves. These responsibilities can include:
- overseeing and developing marketing campaigns
- conducting research and analysing data to identify and define audiences
- devising and presenting ideas and strategies
- promotional activities
- compiling and distributing financial and statistical information
- writing and proofreading creative copy
- maintaining websites and looking at data analytics
- organising events and product exhibitions
- updating databases and using a customer relationship management (CRM) system
- coordinating internal marketing and an organisation’s culture
- monitoring performance
- managing campaigns on social media.
Depending on the size and type of employer, a marketing executive may or may not be an entry-level or graduate role. Graduates are likely to join a small- and medium-sized enterprise (SME) as an executive. At larger organisations, executives may work closely with more junior marketing assistants and marketing coordinators. The majority of marketing-specific graduate schemes will also hire graduates into an executive role.
Digital and online marketing
The role will typically also involve a great deal of digital and online marketing work, as employers will typically operate a website and social media accounts. As such, executives may need to look at analytics and come up with appropriate courses of action, produce written and multimedia content and manage pay-per-click (PPC) and programmatic advertising. As such having a familiarity with and knowledge of digital and online marketing methods is beneficial.
Salaries, working life and promotion
Opportunities for promotion are excellent – normally into senior marketing roles, such as senior marketing executive, marketing manager or marketing director. Executives can also move to more specialised roles such as SEO manager, PPC (pay-per-click) manager or digital content manager.
Marketing executives typically work a standard ‘nine-to-five’ day, although they may occasionally be required to work out of hours on larger projects or to attend events. Starting salaries can range from around £17,000–£21,000 and, on average, senior marketing executives earn salaries in the range of £31,343–£41,957. Private sector employers are likely to offer higher salaries than public sector organisations, with the highest salaries being found in the gaming/gambling, utilities, telecommunications/IT, consumer electronics and FMCG sectors. (Statistics according to the 2017 Marketing Week Careers and Salary Survey).
Typical employers of marketing executives
- Governments and local authorities