Marketing executive

Knowledge

The Marketing Executive requires an understanding of:

Marketing Concepts & Theories

• 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
• The concepts of brand positioning and management and implementing process to support corporate reputation
• 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.

Business understanding and Commercial Awareness

• The characteristics and plans of the business and sector they work within, including their vision and values
• How marketing contributes to achieving wider business objectives
• The target audience’s decision making process and how that can influence marketing activities
• The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations.

Market Research

• 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.

Products and Channels

• Basic principles of product development and product/service portfolios
• The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution
• The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these.

Skills

The Marketing Executive is able to:

Marketing Campaigns

• Coordinate and maintain key marketing channels (both digital and offline)
• Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives
• Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate.

Interpersonal and Communications Skills

• 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
• 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.

Service Delivery

• 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
• Coordinate several marketing campaigns/projects/events to agreed deadlines
• Effectively liaise with, and manage, internal and external stakeholders including suppliers to deliver required outcomes.

Budget Management

• Monitor project budgets within their scope of work using appropriate systems and controls.

Evaluation and Analysis

• Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources.
• Assimilate and analyse data and information from a range of sources to support marketing activities
• Evaluate data and research findings to derive insights to support improvements to future campaigns.

Systems and Processes

• Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy
• Use appropriate technologies to deliver marketing outcomes e.g. digital/web analytics, social media, CRM.

Behaviours

The Marketing Executive is able to demonstrate:

Agile and flexible

• A tenacious and driven approach to see projects through to completion
• Being a proven ‘self-starter’ and have an adaptable approach to meet changing work priorities.

Creative Thinker

• A creative and analytical mind, with a willingness to think of new ways of doing things
• They come up with ideas and solutions to support the delivery of their work.

Resilience and continuous improvement

• A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result.

Professionalism and Emotional Intelligence

• A high level of professionalism, reliability and dependability with a passion for the customer
• A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others
• Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity.