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Job description

The purpose of a marketing director is to develop and implement the overall marketing strategy for an organisation. Identifying target markets, developing marketing campaigns, and overseeing the marketing budget. The marketing director is responsible for promoting the organisation's products or services and increasing brand awareness. Ultimately, the goal of a marketing director is to drive sales and increase revenue for the organisation.

Explore salaries for marketing roles in your region.

Regional salaries

National average salary range

Lower quartile
£80,000
The band under which 25% of salaries are paid. The entry point for the job role
Median
£90,000
The midpoint salary for the job role
Upper quartile
£100,000
The band above which 25% of salaries are paid. For experienced professionals operating at expert level.
Career overview
Responsibilities
  • Developing and implementing the overall marketing strategy for the organisation.
  • Identifying target markets and developing marketing campaigns to reach those markets.
  • Overseeing the marketing budget and ensuring that marketing efforts are cost-effective.
  • Promoting the organisation's products or services and increasing brand awareness.
  • Conducting market research and analysing market trends to inform marketing efforts.
  • Evaluating the effectiveness of marketing campaigns and making recommendations for improvement.
  • Managing a team of marketing professionals and coordinating their efforts to achieve marketing goals.
  • Collaborating with other departments within the organisation to ensure that marketing efforts align with overall business goals.
  • Staying up-to-date with industry trends and emerging technologies and incorporating them into marketing efforts as appropriate.
Key skills and personal attributes

To be successful as a marketing director, you will need a broad range of skills. Marketing directors should be able to think strategically and develop long-term marketing plans that align with the organisation's overall business goals.

  • Leadership: Marketing directors are often responsible for managing a team of marketing professionals, so strong leadership skills are essential.
  • To be successful, an individual should be able to clearly articulate their ideas and effectively communicate with both internal and external stakeholders.
  • Marketing directors should be able to analyse market trends and customer data to inform their marketing strategies.
  • Creativity: Have the ability to come up with new and innovative marketing ideas to promote the organisation's products or services.
  • Organisational skills: Be able to manage their time effectively and prioritize tasks in order to meet deadlines.
  • Collaboration: Marketing directors should be able to work effectively with a variety of different teams and departments within the organisation.
  • Adaptability: Marketing directors should be able to rapidly adapt to changing market conditions and modify their marketing strategies as the market shifts.
  • Industry knowledge: Market sector knowledge is important for a marketing director to possess. Having a deep understanding of their industry and target market will mean the individual is better equipped to develop effective marketing strategies and campaigns. For example, if working for a healthcare organization, it would be beneficial for them to have a strong understanding of the healthcare industry and the specific needs of healthcare consumers. Having this knowledge will allow the marketing director to better understand the unique challenges and opportunities that exist in the market and develop marketing efforts that are tailored to the target audience.
Relevant marketing qualifications

The majority of marketing directors have qualifications relevant to their profession or significant experience within the role and industry they’ve applied themselves to. These can include

  1. A bachelor's degree in marketing, advertising, or a related field.
  2. A master's degree in marketing.
  3. Marketing certification programs, such as those offered by the Chartered Institute in Marketing (CIM), the Direct Marketing Association (DMA), the Institute of Data Marketing (IDM) or the British Academy of Digital Marketing offer a comprehensive range of marketing courses.
Career path

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

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