Being a Marketing Director
Experienced in both creative marketing strategies and analytical assessment, the job of a Marketing Director is to improve the performance of the business through the implementation of a high performing marketing strategy to develop the brand. This will involve effective digital and cross-channel marketing, including content and affiliate marketing, complimented by a wide range of offline and online media campaigns and customer experience activities.
The Marketing Director has overall responsibility for the marketing activity within a business, creating best practices for a successful marketing department and utilising insights to develop and implement marketing plans for all levels of the company.
The role of the Marketing Director is not confined to the Marketing Department. They must also collaborate with other departments, working with senior team members to discover insights and strategies which can be used to develop and implement marketing campaigns. They may also provide professional marketing advice to Executives and Senior Managers in other areas of the business. Additionally, they may need to build and maintain relationships with external agencies, where certain PR and communications tasks may be outsourced.
A Marketing Director must have a good understanding of marketing analytics and how they can be used to shape the marketing strategy, ensuring the business stays competitive within its sector. The aim being to improve customer retention, maximise profits and increase the company’s overall market share.
With more than 5 years experience in the role, the average salary you can expect to earn as a Marketing Director starts from £60,000.
The role of Marketing Directors saw some changes as a result of the COVID-19 pandemic and the challenges it created for businesses. As Marketing Director, they had to be adept at creating new, innovative marketing approaches to maintain brand awareness, loyalty and sales in a changing environment. This was achieved by utilising relevant marketing systems and tools, adapting to new scenarios, and building strong relationships to deliver a full marketing service for sales and operational teams.
Is a Marketing Director job a good fit for you?
A Marketing Director will usually have at least 5 years of experience working in a lead marketing position such as Head of Marketing. Having a Chartered Institute of Marketing (CIM) professional diploma or a qualification from the Institute of Data and Marketing would put you ahead of the competition.
Your day-to-day duties as a Marketing Director will include:
- Overseeing all areas of the marketing department. This may include digital marketing, direct marketing, print marketing, media marketing, social media marketing, market research and coordinating with external agencies.
- Providing support and development opportunities to the marketing team. Increasing their knowledge and sharing best practices.
- Giving advice and direction where needed on work priorities, budgets, and resources.
- Providing strong leadership to the team and demonstrating the company’s values and leadership behaviour framework.
- Promoting a culture of high-performance with a focus on successful outcomes.
- Advising on the development of the corporate brand.
- Designing the marketing strategy to drive the business forward.
- Analysing key marketing performance metrics and using tracking tools to provide market research, forecasts, competitive analyses, campaign results, and consumer trends to formulate actionable insights for the marketing team.
- Formulating unique insights to understand the customer from a marketing perspective.
- Using marketing insights to contribute towards the overall business strategy.
- Overseeing the marketing strategies, product concepts and promotional programmes that drive interest and sales.
- Identifying new revenue opportunities and providing actionable plans to the marketing and sales teams, ensuring the continuous improvement of the company’s marketing efforts.
- Overseeing the management of annual marketing budgets.
- Building strong relationships with Managers in other departments within the business.
- Providing professional advice to support Managers with any marketing challenges.
- Taking responsibility for ensuring the organisation complies with current marketing and copyright regulations as well as accepted professional standards, policies, procedures, and legislation.
Are you a good fit for a Marketing Director job?
To succeed as a Marketing Director you need to bring together your creative and analytical skills, along with your exceptional leadership ability and outgoing personality. You need to demonstrate:
- Excellent knowledge of all aspects of marketing. E.g., digital marketing, content marketing, copywriting, print marketing, multi-media campaigns, social media marketing, direct marketing, brand, and reputation management.
- Excellent knowledge of lead generation and affiliate marketing practices.
- High-level experience in leading strategic marketing programmes.
- Excellent leadership qualities and experience leading departments and teams.
- The ability to develop strong relationships with other departments within the company, and with external creative teams in a variety of disciplines to build a trusted talent pool for use on projects as required.
- Proven project management success.
- The confidence to provide expert professional advice.
- The ability to analyse and review marketing metrics and trends to identify opportunities and threats. Understanding of marketing tools such as marketing automation, Customer Relationship Management (CRM), Content Management Systems and tools, these may include Pardot, HubSpot, Salesforce, Sitecore, Microsoft Excel, PowerPoint, and Word.
Qualifications, Licences and Certifications
- The essential qualifications required to become a Marketing Director include:
- A bachelor's degree in Marketing or a Business Management related subject.
- Minimum 5 years' experience in a marketing role.
- Minimum 5 years' experience in a management role.
- Fluent level of English, both spoken and written.
The following qualifications are desirable but not essential:
- Chartered Institute of Marketing (CIM) – Diploma in Professional Marketing Level 6
- Chartered Institute of Marketing (CIM) – Postgraduate Diploma in Professional Marketing Level 7
- In addition to formal qualifications, employers will also be looking for:
- Excellent communication and interpersonal skills.
- Positive and approachable manner.
- Excellent presentation skills.
- Strong organisational skills.
- Good time management and the ability to prioritise.
- Strong copywriting abilities.
- Excellent analytical and data reasoning abilities.
- Attention to detail.
- Strategic thinking abilities.
- Capacity to make quick but rational decisions.
- Problem solving skills and initiative
Where can a Marketing Director job take you?
The expertise offered by a Marketing Director is extremely valuable to a company. Through maintaining a passion for self-development, as Marketing Director you will have plenty of scope to build on your knowledge and skills. Opportunities provided by new innovative marketing technology offer exciting possibilities for developing ground-breaking marketing assets that can launch, define, and transform a brand.
The knowledge you achieve through experience can be applied across a variety of industries, making marketing an exciting area to be in. Working your way up through larger companies and in different industries will enable you to make a real difference to a business. Your expertise could eventually lead you into a Chief Marketing Officer (CMO) position.
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