A regional marketing director is responsible for developing and implementing a strategic plan for a specific geographic region, overseeing marketing personnel, and reporting to the vice president of marketing. Companies use geographic targeting to segment markets and improve advertising messages. The director is expected to develop new initiatives and partnerships to increase market share and manage daily operations, including budgeting and employee evaluation.
A regional marketing director is responsible for a company’s market development in a specific geographic region. Your job is to form a strategic plan for an area that fits with the company’s overall goals and objectives. He oversees the marketing directors, associates and assistants assigned to his region and works in conjunction with other regional marketing directors, responsible for different geographic areas. Regional directors are typically the highest operating position in the marketing department and report directly to the vice president of marketing or similar chief executive.
Marketing departments in large companies are looking for strategic ways to promote products to different markets. Rather than treating the company’s sales area as a homogeneous entity, many companies divide the total area into smaller sections. This allows the company to better manage its operations and segment the market according to meaningful criteria that allow the company to narrow down its advertising message. These smaller sections are usually based on geography.
Geographic targeting can be local, national or international. For example, a multinational company might define its regions as North America, Europe, and Southeast Asia. A company that operates only in the US can define its regions by groups of states, such as northeast, central and northwest. Likewise, a US corporation that operates only in New York State might define its regions as the North region and New York City.
Companies designate a regional marketing director to head up each region. The director is usually responsible for devising and implementing a plan to develop the market in that area. This plan must fit into the broader context of the company’s overall strategic marketing plan. All marketing personnel assigned to this region work with and report to the regional marketing director through the chain of command. In many ways, the regional marketing effort operates like a marketing department within a marketing department.
The regional marketing director is expected to be an expectation regarding the needs of his area. He is responsible for developing new strategic initiatives that will increase the company’s market share and initiating partnerships that will help the area achieve its goals. Regional directors are evaluated based on the success of their areas and the area’s success relative to other regions.
On a daily basis, a regional marketing director holds meetings, evaluates employees, manages a budget, and plans and directs marketing, advertising, and promotion efforts for the company and its products. He also participates in company-wide meetings, representing his area’s interests in matters that affect the entire company. He also often has structural authority over his people, hiring and firing employees as needed.
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