The task of marketing professionals is connecting the prospective users with the products and services.
They work to attract customers with the help of pricing, advertising, and distribution.
A marketing director is responsible for monitoring the company’s work to deliver the products and services to the market and customers.
In small or medium-sized companies, the terms “marketing director” and “marketing manager” are interchangeable, according to the American Marketing Association.
In large companies and corporations, on the other hand, a marketing director is responsible for multiple projects and brands while marketing managers deal with particular project/s or brand/s.
Article Table of Contents
What Does a Marketing Director Do?
The responsibilities of a marketing director vary depending on how big the company is.
In small or medium companies, a marketing director is closely involved in a marketing program and is aware of the details.
The professionals working in large companies, deal with building strategy and alignment of marketing plans with the goals of the company.
Duties of a Marketing Director
- Create and monitor the marketing strategies and campaigns with the product guidelines for advertising, pricing, merchandising and shipment to the stores.
- Aid in determining customers’ and target market desires and needs and manage marketing technologies, resources, and tools to fulfill these needs.
- Monitor and supervise marketing activities.
- Observe the industry and economic trends, strategies, and competitors’ work.
- Examine the application of market studies by subordinate marketing managers and staff and examine the results.
- Determine potential customers and markets for the company’s production.
- Take part in hiring, firing, training, or relocating of marketing and sales personnel.
- Attend association events and meetings such as concerts, sports events, etc., sponsored by the company.
- Get buyers’ feedback and advice about the features of the products or services.
A marketing director analyzes market, sales, economy, and other essential data.
To evaluate marketing and sales programs, marketing directors need to possess analytical skills.
With data analysis, they can interact with market trends and the economy.
Marketing directors collect the feedback on the products and services and their marketing from their subordinate teams, managers, and sales managers.
Communication implies accurately delivering the results of the sales and marketing strategies to the executives.
Based on the O*NET data, marketing directors are involved in face-to-face discussions on a daily basis.
Marketing directors should be able to help the members of marketing teams with instructions and guidelines for strategies and goals.
They should be able to delegate tasks.
Marketing directors are also responsible for answering requests of lower-level marketing staff and resolve conflicts in teams or with other departments.
Marketing directors should be proficient with computers to use software and spreadsheets that help analyze and organize marketing data and sales.
They also frequently use emails and social media as methods of marketing and communication.
As stated by O*NET, marketing directors use email every day.
With computer skills, marketing directors can manage and monitor online and digital campaigns (PPC, website traffic, etc).
How to Become a Marketing Director
Marketing directors should be knowledgeable and experienced in marketing, sales, and managing individuals and teams.
Education or work in a certain industry or company can help the candidates obtain the position of a marketing director.
Training and Skills
Marketing directors should earn at least a bachelor’s degree.
Usually, the majors focus on marketing and business administration.
Besides, marketing directors should study computer science, statistics, and communication.
Computer science is essential for marketing directors to understand e-commerce, SEO, SMM, and other types of digital marketing.
They may also take classes in business and consumer law which will help them deal with contracts, advertising, pricing, etc.
Technical background or majors can also help a marketing director to enter technical or scientific areas.
For instance, those who wish to work in pharmaceuticals may need to study biochemistry.
If a marketing director deals with machinery or equipment manufacturers, they need some engineering background.
A marketing director can start a career path as a sales or account representative, purchasing agent, marketing analyst.
Online sellers usually expect a marketing director to be proficient in e-commerce, pay-per-click marketing, or social media.
For marketing directors in digital commerce, some experience in web design or development can also be useful.
Typically, marketing directors have full-time employment, and sometimes, the workweek can be longer than 40 hours.
The office hours usually follow the normal daytime-weekday format.
However, marketing directors should often be available in the evenings and rarely on weekends.
Work in odd hours can be involved when there’s a deadline approaching, a marketing campaign starts, on in the seasonal periods.
The work of a marketing director can involve travel or overnight tasks away from the office or home.
For instance, they can attend trade shows that take place on the weekends or several weekdays.
If a marketing director is invited to a promotional event, such as sports events, they may be required to work in the evening or on weekends.
Career Outlook and Opportunities
According to O*NET, the employment rate of marketing managers (directors included) will grow by 9-13% by 2024.
It means that 64,200 more job openings will become available.
Based on that report, 21% of marketing managers and directors were employed by the top companies in the Professional, Scientific, and Technical Services industries.
17% were employed by the Management of Companies and Enterprises area, and 12% of marketing managers and directors were hired by the Manufacturing sector.
In large companies, marketing directors manage lower-level managers and teams who implement plans for promoting services and goods.
In smaller organizations, though, marketing directors are involved in the detailed process more and work as managers.
Regardless of the scope and details of work, marketing directors should have leadership, analytical, communication, and business skills.
Experience and training in marketing and sales are essential for the profession.
Besides, previous experience in the industry of the employer brings a good competitive advantage.
The best opportunities are expected to appear for marketing directors in technical, scientific, professional, and manufacturing areas.