Marketing executives coordinate client projects, stay up-to-date on customer product lines and changing needs, plan and supervise promotional projects, communicate with customers, attend meetings, and travel for work. They report to senior managers, work with other departments, build relationships with clients, gather feedback, and test campaigns.
The exact duties of a marketing executive differ greatly between organizations, but ultimately this individual is responsible for coordinating client projects and delivering results. Marketing executives must stay current on customer product lines as well as the changing needs of the target market. Depending on the company and its classification, a marketing executive can plan, supervise and track the distribution of promotional projects, in addition to traveling to trade shows. Marketing managers can also maintain information on the company’s website, attend regular meetings, and communicate with customers while working in a team environment.
A marketing executive may report to a senior manager and have assistants report to him. During client marketing projects, this structure means that the executive will receive and give instructions. Typically, client projects involve working with other departments, such as the creative team, to produce flyers for a trade show or mailing information packs. In the case of sending email marketing campaigns, he or she can do the data entry or directly assist in doing so, to keep the project on track until the deadline.
Meeting or talking on the phone with customers is part of the job of many marketing executives. They must build an ongoing good relationship with clients and ensure that all deadlines are met. After a new marketing campaign is launched, a marketing executive follows up with each of the customers to gather feedback. If a marketing executive reports to a manager, he or she discusses any major customer issues or asks for advice. If there are any serious concerns, the senior manager can speak with the customer.
Regular meetings are common for marketing executives, especially in agencies or larger companies. Many of these can be departmental meetings where new projects or software programs are discussed. Some marketing executives travel quite frequently for work; this may include national or international destinations, depending on the agency’s client reach. Other executives cannot take business trips to trade shows, but work on special projects, such as local promotions outside the office.
Marketing executives are often involved in testing campaigns. Marketing is a highly results-oriented activity. A marketing executive can use computer software to track campaign results. Comparisons with past promotions are made so that marketing executives can learn which strategies work best for each target audience.
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