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Job description

The responsibilities of a Head of Marketing and a Marketing Director may overlap, but there are also differences in scope and level of authority. A Head of Marketing typically focuses on executing the marketing strategy and managing the day-to-day operations of the marketing department, while a Marketing Director or Chief Marketing Officer is responsible for setting the overall marketing strategy for the company and has broader responsibilities that extend beyond the marketing department.

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Career overview

The Head of Marketing is responsible for supporting the development and implementing the marketing strategy for the organisation.

Team Management: Head of Marketing is responsible for managing a team of marketing professionals

Collaborating with departmental stakeholders to deliver against marketing objectives

Identifying target markets and developing marketing campaigns.

Overseeing budgets assigned to marketing projects and ensuring that efforts are cost-effective with an acceptable return on investment (ROI).

Lead the development and execution of multi-channel campaigns, including email, social media, events, PR, and digital marketing.

Lead, mentor and motivate a high-performing marketing team, providing coaching, training, and development opportunities to maximize their potential.

Stay current with developments in digital marketing, including emerging technologies and best practices, to ensure the organisation stays ahead of the curve.

Develop and maintain strong relationships with key media and influencers, to support PR and thought leadership activities.

Work closely with the CEO and leadership team to ensure that marketing initiatives are aligned with business goals and drive growth.

Key skills and personal attributes
  • A highly adept communicator, written and in person.
  • Strong leadership attributes with the ability to motivate a team
  • Strategic thinker
  • A capable collaborator, working with multiple managers in many departments
  • Adaptable to change with the ability to spot and capitalise on trends and opportunities
  • Creative with a flair for language and visual impact.
  • Technical capabilities should include, market research, brand management, digital marketing tools and software
  • Data interpretation and analysis
  • Project management skills
  • Financial planning and analysis
Relevant marketing qualifications

There are various qualifications that may be relevant for a head of marketing, depending on the specific requirements of the role and the organisation. Some potential qualifications that may be useful for a head of marketing include:

  • A degree in marketing, business, or a related field
  • A Master's degree in marketing or a related field, such as an MBA with a marketing focus.
  • A professional marketing qualification, such as the Chartered Institute of Marketing (CIM) Diploma in Professional Marketing
  • Project management qualifications

While specific qualifications may be useful, it is for a head of marketing to have a combination of education and practical experience in marketing, as well as a strong understanding of marketing techniques and technologies.

Career path

The possible career path for a Head of Marketing to advance their career would be to the role of Marketing Director, Chief Marketing Officer (CMO), Marketing Consultant or an equivalent role within a larger organisation.

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