Marketing executive

As a marketing executive - sometimes called a marketing coordinator - you'll use insight and creativity to develop integrated campaigns that promote products, service, ideas, or even entire businesses.

Many organisations have their own marketing departments, meaning you can work in both the private and public sector. You can choose to specialise in specific areas, such as finance, retail, tech, and media. It's also possible to do marketing for charities or as a volunteer.

Types of marketing executive work

You may be involved in some or all of the following activities:

• planning
• advertising
• public relations
• event organisation
• product development
• distribution
• sponsorship
• research.

The nature of your role will vary depending on the size of the company you work for and the sector you specialise in. It'll also depend on whether the campaign focuses on selling a product or service, or on raising awareness of an issue.

Responsibilities

As a marketing executive, you'll need to:

• develop and create awareness of a brand
• communicate with target audiences to build customer relationships
• help with marketing plans, advertising, direct marketing - such as through email, social media, and text messaging - as well as ongoing campaigns
• source advertising opportunities and place adverts in the press, on the radio, or even on TV
• work closely with in-house or external, creative agencies to design marketing materials, such as brochures and adverts
• write and proofread marketing copy for both online and print campaigns
• produce creative content, including videos for social media and blog posts for websites
• run social media channels
• organise and attend events, such as conferences, seminars, receptions, and exhibitions
• source and secure sponsorship
• liaise with designers and printers and organise photo shoots
• arrange the effective distribution of marketing materials
• maintain and update customer databases
• conduct market research, including sending out customer questionnaires and arranging focus groups
• develop relationships with key stakeholders, both internal and external.

With experience, you may also do the following:

• develop and implement a marketing strategy, often as part of a wider sales and marketing programme
• evaluate and review campaigns, advertising, and SEO (search engine optimisation) to make sure the correct mediums are being used and that tactics are effective
• track marketing performance and return on investment, as well as prepare weekly or monthly reports for management
• monitor and report on competitor activity
• lead external agencies, when appropriate, to effectively manage events, press relationships, editorial requests, presentations, promotional materials, and online activities
• oversee and manage the marketing budget.

Salary

• Marketing assistants typically start on salaries of around £25,000 to £27,000 but salaries may be lower for newcomers. As a marketing executive, you can expect to earn an average of £29,000 to £34,000.
• Senior marketing executives - those with around five years of experience - can earn between £35,000 and £42,000, with marketing managers earning roughly £58,000.
• Marketing directors can earn from about £75,000 to £150,000.

You may also receive additional benefits including profit-sharing schemes, medical insurance, gym membership, a company car and bonuses.

Salaries depend on a range of factors, such as your location and the sector you work in. You can find more information about salary benefits and the attitudes of those in marketing careers in the Marketing Week's 2024 Career and Salary Survey .

Your salary will also depend on the area you're in. For example, you’re likely to earn more in digital or online marketing.

Income figures are intended as a guide only.

Working hours

Working hours are generally 9am to 5pm, Monday to Friday. However, you may need to work some evenings or weekends, such as when organising or attending events, or for bigger projects.

Part-time work is possible. Short-term contracts are also available, generally through recruitment agencies.

What to expect

• If on-site, you'll usually be office-based, though remote working is possible. However, you may need to attend meetings with clients, partner organisations, and suppliers, as well as a range of events and exhibitions. You may also be expected to socialise with stakeholders and clients to build relationships.
• Self-employment or freelance work is possible, especially for more experienced marketing executives.
• Opportunities exist in most large towns and cities but are less common in more rural areas.
• The work is often challenging and fast-paced, as you'll need to meet tight deadlines, juggle various projects at the same time, and depend on timely responses from external suppliers and creative agencies.
• If you're working for an international company, you may need to travel or work abroad. If you’re working remotely, you may need to adjust your working hours to match that of the overseas company.

Qualifications

A career in marketing is open to all graduates, but a degree or HND in the following subjects is likely to be more useful:

• advertising
• business or management
• communications
• IT or computer science
• marketing
• psychology.

In addition, employers also look for a combination of personal qualities and experience. An awareness of digital media techniques will also be very beneficial, as will knowledge of upcoming trends.

Look at job adverts to get a feel for the combination of skills and industry know-how that employers expect.

If you don't have a degree or other formal qualification, you can enter the profession as a marketing assistant, where you can build up your skills and experience.

Marketing apprenticeships are available at Intermediate and Advanced level. The Chartered Institute of Marketing (CIM) also provides a range of professional qualifications, such as the CIM Level 3 Foundation Certificate in Marketing, which is aimed at apprentices and those starting out in their marketing career.

It can also be useful, though not essential, to have a relevant postgraduate qualification. Search postgraduate courses in marketing.

Skills

You'll need to have:

• communication and interpersonal skills
• commercial awareness and business acumen
• copywriting and design skills, with knowledge of important tools and software, including Microsoft Word, WordPress, Photoshop, and Canva.
• basic to intermediate awareness of vital digital marketing strategies, such as search engine optimisation
• creativity
• a sharp eye for detail
• analytical and strategic thinking
• drive and self-motivation
• a flexible approach to work, especially if you’re freelance or self-employed
• the ability to work well under pressure
• teamwork, including being able to foster good working relationships
• influencing and negotiation skills
• IT, social media, and numeracy skills
• foreign language ability may be helpful if working for multinational companies.

Work experience

You'll typically need some relevant work experience to get a job. Look for vacation work, placements, job shadowing, or part-time roles in marketing or related areas. Getting work as a marketing assistant or junior executive is a good first step. Some larger employers may offer students paid summer placements.

Any job where you can build your experience of sales, customer service, market research, or public relations will also be helpful.

Make the most of any marketing placements, or the integrated placement year on your course, to develop your skills and build a network of contacts. CIM student membership provides access to industry events, workshops, and networking opportunities.

Employers

You can find marketing roles across all industry sectors, ranging from the financial, consumer, and information technology industries. You can also find them in not-for-profit organisations, such as charities, local government, and higher education institutions.

You can find work with full-service marketing agencies, which develop and implement marketing strategies and campaigns on behalf of their clients. These agencies offer a multidisciplinary service to clients looking for a full communications package.

Marketing is an increasingly competitive and specialised industry, particularly in the digital age, and is a popular career choice for graduates.

Look for job vacancies at:

• Ashdown Group
• Campaign Jobs
• Marketing Jobs
• Stopgap

Specialist recruitment agencies, such as EMR, Spotlight Recruitment, and Major Players also handle vacancies. Alternatively, you could make speculative applications to consultancies and in-house marketing departments. Word of mouth and networking are other ways of finding out about opportunities.

Professional development

Most training takes place on the job, though larger companies may have formal graduate training schemes. Continuing professional development (CPD) is essential for improving your skills and knowledge and is usually encouraged by employers. Typical activities can include:

• attending networking events
• completing short courses on areas such as search engine marketing, email marketing, legal issues, and data and analytics
• reading the trade press
• completing a professional qualification.

Professional qualifications are offered by organisations such as CIM, and you may receive financial support, study leave, or both from your employer to complete them. These qualifications may include:

• Certificate in Professional Marketing (Level 4 Intermediate) - for junior marketers wanting to the gain knowledge and skills to progress in marketing
• Diploma in Professional Marketing (Level 6) - for those working at a strategic level, such as a marketing executive or marketing manager.
• Postgraduate Diploma in Professional Marketing (Level 7) - for senior marketers wishing to move to a more strategic management role.

With the right combination of experience, qualifications, and CPD, you can apply for CIM Chartered Marketer Status.

Professional development, qualification, and training courses are offered by organisations, such as the Institute of Data & Marketing (IDM). IDM provides a range of professional courses in digital and direct marketing at award, certificate, diploma, and postgraduate levels.

Career prospects

There's a recognised career structure within marketing, and you can expect to progress from marketing executive to a more senior role once you've gained experience and developed strong skills.

Taking relevant professional qualifications can help your career prospects and is becoming essential for senior marketing positions.

To increase your experience, you could move between in-house departments or work in a marketing agency or consultancy for several clients. You might also want to move companies or sectors to progress your career more quickly.

You can choose to remain in a general marketing role or specialise in a specific area, such as event management, communications, or public relations.

Other opportunities include setting up as a freelance marketing consultant or moving into a related role in an area such as sales, advertising, or public relations.