Digital Marketing job descriptions and roles – Marketing Director

Job description for Marketing Director

The Marketing Director holds ultimate responsibility for the organization’s marketing activities and oversees the development and delivery of a fully integrated marketing strategy to achieve business targets, as well as supporting brand governance programmes and tactics.

The scope of the role tends to include both traditional and digital marketing, such as support for events, managing the relationship with marketing agency, coordinating marketing activity such as social media activity and production of marketing collateral, and managing and reporting on marketing spend versus budget.

1. Role:

The variation on the job titles include regional and market specific roles: Director of Marketing, Campaign Director, Marketing Strategy Director, Global Marketing Director, Director – Strategic Marketing, Director of Communications and Marketing, Marketing and PR Director, Brand Director. An agency equivalent role is (Marketing) Account Director.

In the United States and increasingly elsewhere, the most senior roles are the Chief Marketing Office (CMO), Vice President of Marketing and Chief Customer Officer.

2. Junior roles within the team

The more junior roles are advertised as: Marketing Manager, Head of Marketing, Senior Marketing Manager, Marketing Campaign Manager, Offline Marketing Manager, B2B Marketing Manager, Customer Marketing Manager, Channel Marketing Manager, Strategic Marketing Manager, Product Marketing Manager. Clear Agency roles include Marketing Account Manager, Creative Marketing Manager.

3. Location

4. Industry sector

5. Client/agency side

6. Summary/scope of role

Higher-level strategic responsibilities typically including marketing strategy, brand, corporate communications, or people and operations management including measurement, reporting, insight and marketing technology.

7. Main duties/areas of responsibility

• Develop and oversee the implementation of marketing and communications strategies.
• Work with key stakeholders to develop marketing plans that support business and revenue growth priorities.
• Develop plans that are focused on targets to increase and retain customers, reflecting the different segments, brands, company size and customer markets.
• Provide informed advice and guidance to key stakeholders to inform discussion of future marketing and communication programmes.
• Advise on areas such as research, competitor analysis, digital marketing (including social media), event marketing, thought leadership and investment in third party initiatives.
• Brand management including brand values, brand identity and governance.
• Evaluate marketing programmes, campaigns and always-on marketing activities to ensure that activities are achieving sales goals. Use the activity to help guide and improve future marketing initiatives.
• Oversee the development and implementation of marketing programmes that support the execution of the marketing strategy.
• Manage the successful execution of marketing activities including agreed KPIs to measure impact and effectiveness.
• Awareness of the competitive environment and an understanding of how marketing strategy and plans are positioned within this to achieve differentiation.
• Work closely with colleagues in other functional departments, delivering integrated marketing and sales activities that supports lead generation and provides opportunities to engage with clients.
• Direct the development of the content marketing strategy to support the ongoing marketing and communications programme.
• Work with external marketing teams to develop integrated marketing, as well as leveraging thought-leadership, research and other marketing initiatives.
• Contribute to the development of the marketing budget.
• Manage costs to ensure planned expenditure is met including reporting and analysis of marketing effectiveness and impact.
• Effective management of marketing team members, guiding daily activities (directing other managers to do this in larger organizations).
• Ensuring that marketing objectives are implemented by the marketing team.
• Manage social media presence and direct programs to improve social media reputation and recognition.
• Undertake continuous analysis of competitive environment and consumer trends.

8. Person Spec: Skills and Experience

Management/Softer Skills

• Excellent interpersonal and leadership skills.
• Proven track record of success in senior marketing roles.
• Confident, driven and dynamic leader.
• Presentation skills.
• Sales orientated approach.
• Project management skills.
• Ambitious.

Technical/Specific experience

• Multi-channel marketing, strategic development and tactical execution.
• Management of large-scale budgets.
• Team management experience.
• Tradeshow and event management.
• B2B and B2C marketing knowledge.
• Knowledge of the competitor landscape.

The more junior roles specify:

• Ability to create in-house newsletters or materials, using Photoshop or Publisher.
• Understand e-marketing and social media tools (blogs, Facebook, online advertising).
• Creative and innovative.
• Good IT and web skills.
• Some roles ask for industry experience.
• Passion to succeed.

9. Core competencies

These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include leadership, communication, creativity, project management, financial and problem solving.

10. Professional qualifications and associations

• Bachelor’s or master’s degree in Marketing.
• Professional Chartered Marketer (CIM).
• Minimum eight to ten years’ experience in senior marketing role/s.
• Industry experience (some roles).