WHAT IT IS + JOB DESCRIPTION
Marketing Directors are the head of a company’s marketing department. They not only ensure that marketing projects are completed on time but that the projects bring in revenue for the client or organization. Marketing Directors utilize their expertise and have great experience leading teams and effectively communicating with internal and/or external clients.
What does a Marketing Director do, typically?
Strategize and oversee implementation of company branding & marketing campaigns
Branding and the creation of marketing campaigns are multi-platform enterprises. Marketing directors are the professionals in charge of ensuring a common message is communicated across every platform. Marketing directors strategize effective marketing campaigns, ensure that the branding and messaging target ideal customers, and that every marketing project comes in on time and under budget.
Analyze marketplace trends
To build a successful marketing strategy, marketing directors have to know what the latest trends are in the sector where they are planning to present their product or service. They must have an eye for trends and take time to perform market analysis and research. To understand the data gathered from marketplace research, marketing directors need to to have a solid understanding of analytics and data.
Lead & supervise a marketing department
Marketing directors are generally in charge of a group of marketing managers. So, they need to be comfortable delegating responsibility. Assigning responsibilities to other members of their team allows them to concentrate on crafting marketing strategies that increase the company’s revenue and profit margins.
Utilize their interpersonal and leadership skills
Great marketing directors work well with all different kinds of personalities – they’re very effective communicators. And, they must have the ability to collect a consensus from a group whether that group is their team, stakeholders, clients, or vendors.
Marketing Directors are not Marketing Managers
Marketing managers are usually in charge of a single line or brand while the marketing director oversees all of the product lines and/or brands. And, the focus of the marketing manager is on day-to-day marketing efforts, while the focus of the marketing director is on strategic marketing, or, “the big picture.”
Important metrics for a Marketing Director
- Return on Investment (ROI)
- Return on Ad Spend (ROAS)
- Average length of sale
- Customer Lifetime Value (LTV)
- Customer Acquisition Cost (CAC)
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- Develop a marketing strategy for new and existing products and services
- Oversee the implementation of the Marketing strategy – including campaigns, social media, PR, events, etc.
- Guide the day to day activities of the marketing team
- Develop marketing and sales forecasting and product/service branding plans
- Establish and grow a target market share
- Lead customer, brand and product research initiatives
- Manage and mentor a marketing team, including hiring, training, workloads, schedules, and deadlines
- Work with external partners to negotiate contracts