Sales, marketing and procurement
Marketing executive
Helping to shape, support and deliver marketing plans, working in conjunction with the Marketing Manager.
Summary
Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences. Occupations in marketing span most industries and sectors and the roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns. A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy. A highly audience focused role which requires creativity, communication and project management skills - these individuals are responsible for planning and executing tactical and targeted marketing activity. Typical responsibilities include: Managing and maintaining key marketing channels, including digital, offline and social media Planning and delivering tactical integrated marketing campaigns Managing the production and distribution of marketing materials Liaising and networking with a range of stakeholders including customers, colleagues, suppliers (incl. agencies) and partner organisations Collecting and analysing research information to understand target audience behaviour and views across the market in general and the marketing mix Assisting in the achievement of brand positioning to agreed guidelines Organising and attending events such as conferences, seminars, receptions and exhibitions.
Typical job titles include
- Communications Executive | Communications Specialist | Marketing and Communications Officer | Marketing Executive | Marketing Officer | Marketing Specialist
Knowledge, skills and behaviours (KSBs)
K1:
The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7P's: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation
K2:
The concepts of brand positioning and management and implementing process to support corporate reputation
K3:
The principles of stakeholder management and customer relationship management (CRM), both internal and external, to facilitate effective cross-functional relationships internally, and channel and customer relationships externally
K4:
The characteristics and plans of the business and sector they work within, including their vision and values
K5:
How marketing contributes to achieving wider business objectives
K6:
The target audience's decision making process and how that can influence marketing activities
K7:
The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations
K8:
The principles of effective market research and how this can influence marketing activity e.g. valid data collection sources and methodologies and usage, including digital sources, and when to use quantitative and qualitative methods
K9:
Basic principles of product development and product/service portfolios
K10:
The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution
K11:
The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these
Technical Educational Products
- ST0596: Marketing executive (Level 4) Approved for delivery
- HTQSM4001: Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England (Level 4)
- HTQSM5002: Digital Marketing and Communication Foundation Degree (Level 5)
- Reference:
- OCC0596
- Status:
Approved occupation
- Average (median) salary:
- £31,041 per year
- SOC 2020 code:
- 3554 Advertising and marketing associate professionals
- SOC 2020 sub unit groups:
- 3554/01 Advertising and marketing executives
- 1132/01 Advertising and marketing directors
- 2432/02 Marketing managers
- 3554/99 Advertising and marketing associate professionals n.e.c.
- 3556/01 Brand managers
S1:
Coordinate and maintain key marketing channels (both digital and offline)
S2:
Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives
S3:
Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate
S4:
Produce a wide range of creative and effective communications, including ability to write and proofread clear and innovative copy, project briefs, and give confident presentations
S5:
Able to engage and collaborate with a wide range of clients/stakeholders, across departments internally and with clients/suppliers externally to support marketing outcomes as required
S6:
Use good project and time management to deliver projects/tasks/events as appropriate, effectively. Including the ability to divide time effectively between reporting, planning and delivery
S7:
Coordinate several marketing campaigns/projects/events to agreed deadlines
S8:
Effectively liaise with, and manage, internal and external stakeholders including suppliers to deliver required outcomes
S9:
Monitor project budgets within their scope of work using appropriate systems and controls
S10:
Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources
S11:
Assimilate and analyse data and information from a range of sources to support marketing activities
S12:
Evaluate data and research findings to derive insights to support improvements to future campaigns
S13:
Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy
S14:
Use appropriate technologies to deliver marketing outcomes e.g. digital/web analytics, social media, CRM
Technical Educational Products
- ST0596: Marketing executive (Level 4) Approved for delivery
- HTQSM4001: Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England (Level 4)
- HTQSM5002: Digital Marketing and Communication Foundation Degree (Level 5)
- Reference:
- OCC0596
- Status:
- Approved occupation
- Average (median) salary:
- £31,041 per year
- SOC 2020 code:
- 3554 Advertising and marketing associate professionals
- SOC 2020 sub unit groups:
- 3554/01 Advertising and marketing executives
- 1132/01 Advertising and marketing directors
- 2432/02 Marketing managers
- 3554/99 Advertising and marketing associate professionals n.e.c.
- 3556/01 Brand managers
B1:
A tenacious and driven approach to see projects through to completion
B2:
Being a proven "self-starter" and have an adaptable approach to meet changing work priorities
B3:
A creative and analytical mind, with a willingness to think of new ways of doing things
B4:
They come up with ideas and solutions to support the delivery of their work
B5:
A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result
B6:
A high level of professionalism, reliability and dependability with a passion for the customer
B7:
A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others
B8:
Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity
Technical Educational Products
- ST0596: Marketing executive (Level 4) Approved for delivery
- HTQSM4001: Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England (Level 4)
- HTQSM5002: Digital Marketing and Communication Foundation Degree (Level 5)
- Reference:
- OCC0596
- Status:
- Approved occupation
- Average (median) salary:
- £31,041 per year
- SOC 2020 code:
- 3554 Advertising and marketing associate professionals
- SOC 2020 sub unit groups:
- 3554/01 Advertising and marketing executives
- 1132/01 Advertising and marketing directors
- 2432/02 Marketing managers
- 3554/99 Advertising and marketing associate professionals n.e.c.
- 3556/01 Brand managers
