Marketing executive job description

Marketing executives are responsible for promoting a product, service or idea through targeted campaigns.

The role involves planning and executing these campaigns across digital channels such as social media, and traditional channels like magazines and radio — with the overall goal of increasing awareness and sales of a brand, product or service.

This detailed guide features everything you need to know about marketing executives, including a full job description for the role in addition to the skills and qualifications required, typical salary and areas of employment.

 

Guide contents

• Marketing executive job description
• How much do marketing executives earn?
• What does a marketing executive do?
• Requirements, skills and qualifications
• Who employs marketing executives?
• Which junior jobs progress to marketing executive roles?

 

CV templates 

 

Marketing executive job description

 

How much do marketing executives earn?

Marketing executives can expect to earn a reasonable average salary of £27,000, though this can rise relatively quickly with experience.

 

Marketing executive salaries in the UK

• Low: £24,000
• Average: £27,000
• High: £32,500

Source: TotalJobs

 

The salary of a marketing executive can vary depending on various factors such as:

• The industry of the employer – e.g. does the marketing executive work in tech, consumer goods, travel, charity etc.
• Type of marketing – is the marketing executive working in digital marketing or a traditional form of marketing eg print or PR
• Company size – is the company a small local business or a multinational corporation?
• General salary factors – including level of candidate experience, qualifications and location

For example, a marketing executive with three years of experience working in digital marketing in London will likely earn more than a junior marketing executive working for a local charity in a rural town.

It’s worth remembering that these are average figures taken from job advert examples and don’t take into consideration other benefits such as overtime, holiday allowance and bonuses.

 

What does a marketing executive do?

Let’s examine a typical marketing executive job description and take a look at some of the responsibilities that might be required:

• Brainstorming campaign ideas – Suggesting ideas for campaigns, collaborating with other team members to decide on an initial concept
• Delivering campaigns – Developing targeted marketing campaigns with marketing managers, overseeing their implementation and adapting to any changes that may arise
• Research and analytics – Researching potential audiences, dividing them into groups and targeting them based on their demographics and interests
• Advertising – Using both paid (e.g. Pay Per Click) and unpaid advertising campaigns (e.g. search) to attract potential customers and clients
• Social media management – Creating a cohesive brand identity across online channels and adhering to this, managing and reviewing social media activity according to content plan or calendar
• Writing and editing copy – Creating and proofreading copy for company blog posts, social media posts, newsletters and press releases using SEO (Search Engine Optimisation) where necessary to achieve the best results
• Working with agencies – Liaising with other teams or agencies both internally and externally (for example designers, PR team, sales team) to complete campaigns
• Reporting on performance – Reviewing campaign and marketing strategy performance and reporting back to senior management

 

CV templates 

 

What do marketing executives need?

Routes into marketing executive roles are extensive, with opportunities open to both graduates and non-graduates, depending on the area of marketing and location of the position.

Though each organisation is different, here is a breakdown of the experience, qualifications and skills generally needed to be a marketing executive:

 

Experience

Junior ME jobs do not necessarily require a degree, and many are open to non-graduates. However, some larger companies, especially those in London, will specify a degree as essential. Almost all employers will ask for previous experience, such as an internship or previous experience as a marketing assistant.

Senior ME jobs often ask for all of the above in addition to several years of experience as a junior marketing executive. They will favour candidates with experience in a similar industry — digital marketing companies will prefer candidates who have worked in junior roles in digital marketing, for example.

 

Marketing executive skills

Experience is just one part of being a marketing executive, with employers also favouring candidates who exhibit strong soft skills in these areas:

• Communication: Excellent written and verbal communication across all mediums and with all relevant people
• Teamwork: The ability to work closely and collaborate on campaigns with a larger team of staff and freelancers
• Organisation: Juggling multiple tasks or campaigns at once and managing workflow across a variety of different areas
• Working under pressure: Maintaining focus and calm in an environment with tight campaign deadlines where overtime may often be required
• Adaptability: Adapting to unforeseen changes or results during campaigns for a higher level of project efficacy
• Rapport-building: Growing and maintaining relationships with clients or customers over an extended period of time
• Attention to detail: Paying close attention to writing, editing and designing to ensure the highest quality of work is delivered
• Creativity: The ability to think outside the box and generate visually and linguistically creative work

These harder, more marketing-specific skills are also a huge bonus:

• Copywriting: Excellent command of English and impeccable grammar, as well as an understanding of SEO
• Familiarity with marketing channels: Knowledge of both traditional and digital marketing channels such as search and PPC
• Business acumen: Business minded and willing to seek out new business opportunities

 

Marketing executive qualifications

Qualifications are highly desirable for employers looking to hire a marketing executive. While it is possible to advance to this role with good GCSEs and A-Levels combined with practical experience, the following qualifications will provide candidates with a significant advantage:

 

Degree

Holding a university degree can serve as a fast-track into a graduate marketing executive job, bypassing more junior roles. A grade at 2.1 or above is sometimes specified.

While some employers may ask for any degree, the following subjects will equip candidates with the optimum skills and knowledge needed for a marketing executive role:

• Marketing
• Business or business development
• Advertising
• Economics
• IT
• Sociology
• A foreign language (for international companies)
• Science (for industrial marketing)
• Technology (for industrial marketing)

 

CIM

The Chartered Institute of Marketing is the world’s leading professional marketing body, operating 130 learning centres in 36 countries worldwide. It offers online and face-to-face marketing courses across various areas categorised by level of difficulty.

The key CIM qualifications suitable for marketing executives are:

• Level 3 Foundation Certificate in Professional Marketing: Ideal for entry-level candidates or marketing assistants wanting to progress into executive roles
• Level 4 Certificate in Professional Marketing: The go-to CIM qualification for marketing executives working at a strategic level who wish to develop their skills
• Level 6 Diploma in Professional Marketing: The equivalent of a BA in Marketing, this course is ideal for marketing executives who might not hold a degree and want to progress to a more senior role

Candidates may also apply for Chartered Marketing status, denoting someone who has received the highest level in their profession.

 

 

IDM

The Institute of Data and Marketing offer qualifications tailored more towards digital marketing, as well as qualifications that specialise in social media, copywriting, SEO and more.

The most useful IDM qualifications for marketing executives working in the digital marketing industry are:

• IDM Professional Diploma in Digital Marketing: Suitable for marketing professionals with 18 months or more of experience and equivalent to a Level 6 qualification
• IDM Professional Diploma in Data-Driven Marketing: Suitable for marketing professionals with 18 months or more of experience and equivalent to a Level 6 qualification

 

Postgraduate Degree

Although not essential, a postgraduate degree in marketing, business, economics or a similar subject can show an extra level of knowledge and dedication that employers may find appealing. Marketing executives working in industrial marketing may find a science or tech degree is an advantage.

 

What is expected of marketing executives?

Marketing executives are generally expected to commit to the following:

• Full time hours – Typically Monday to Friday and following a 9-5 hour pattern or similar
• Evening and weekend work – When managing a big campaign or approaching a deadline marketing executives may need to work overtime on evenings or weekends, sometimes unpaid
• Fast-paced work – Marketing executives should expect a busy schedule with various tasks, deadlines and events to balance at once
• Location – Usually based in an office with some working from home opportunities potentially available
• Occasional travel – Occasional travel to events either nationally or internationally may be required, depending on the industry

 

Marketing executive benefits

Marketing executives can expect to receive a variety of benefits depending on the area of marketing and location in which they work. These may include:

• Pension
• Holiday allowance
• Healthcare plan
• Gym membership
• Company car

 

 

Who employs marketing executives?

As marketing is an essential part of almost every business, marketing executives are consistently in high demand across the UK.

From luxury consumer goods, to essential public sector services, to not for profit charities, marketing executive roles span a wide variety of industries depending on the product, service or idea marketed.

Full-service marketing, digital or PR agencies also make up a significant proportion of employers. These are external companies, as opposed to in-house teams, who provide marketing services for another brand.

Employers include but are not exclusive to companies in these sectors:

• Marketing agencies
• Digital
• Food and drink
• Electronics
• Utilities
• Automotive
• Entertainment
• Media
• Travel
• Charity

 

Which junior jobs progress to marketing executive roles?

Marketing executive roles are often entry-level, though those that are not are relatively easy to progress to with the right level of experience. Jobs that may directly lead to marketing executive include:

 

Marketing assistant

Marketing assistants are employed to provide support to marketing executives and managers by assisting on campaigns. They may contribute to copywriting, help organise events and fulfil general admin tasks, giving them plenty of knowledge of the marketing world that can later lead to progression.

Social media assistant

A social media assistant provides support to senior marketing professionals by scheduling and posting content on the company’s social media channels, as well as sometimes writing other copy like blog posts. This role is usually well-suited to school leavers, interns or graduates who are familiar with current social media channels and platforms.

 

Which senior jobs do marketing executives progress to?

Being a marketing executive is a great stepping stone towards progressing into senior roles in marketing. These include:

 

Marketing manager

Marketing managers have more responsibility than marketing executives, and are usually responsible for leading campaigns, managing staff and controlling the company’s marketing budget.

Marketing director

A company’s marketing director is usually the most senior marketing professional who designs and leads marketing strategy for an entire region, such as UK wide, Europe or EMEA.

 

Marketing executive job description – conclusion

Highly sought after across a range of public and private industries, the role of marketing executive is crucial for any business with something to promote or sell.

With a plethora of opportunities for career progression, benefits and a good starting salary, marketing executive is an excellent choice for anyone wishing to grow their career in the world of marketing.