With so many marketing jobs in the UK, it can be difficult to differentiate the job description of different marketing roles. Marketing executives are tasked with the development and oversight of marketing campaigns to promote services and products. A marketing executive’s role can include analytical, creative, administrative, commercial and digital responsibilities. The details of the role vary depending on the employer’s size and type, along with the industry. Marketing executives often work closely with fellow employees in areas such as market research, advertising, sales, production, distribution, and sales.

Key duties

Marketing executives are responsible for overseeing multiple aspects of a campaign throughout the lifespan of a service, product, or idea. It thus means that the marketing executives are likely to have a lot of responsibilities early on and will need to manage their duties and time themselves. The duties of a marketing executive include:

  • Promotional activities
  • Creation and presentation of strategies and ideas
  • Conducting research and analysing data to define and identify audiences
  • Developing and overseeing marketing campaigns
  • Maintaining websites and looking at data analytics
  • Writing and proofreading creative copy
  • Compiling and distributing statistical and financial information
  • Managing social media campaigns
  • Performance monitoring
  • Coordinating internal marketing and the culture of an organisation
  • Using a customer relationship management (CRM) system and updating databases
  • Organising product exhibitions and events

A marketing executive may or may not be a graduate or entry-level role depending on the type and size of the employer. Graduates are likely to join small- and medium-sized enterprises (SMEs) as marketing executives. In larger organisations, the marketing executives typically work closely with more junior marketing coordinators and marketing assistants. Most of the marketing-specific graduate schemes also hire graduates into an executive position.

Working life, salaries and promotion

Opportunities for getting promoted are impressive – typically into senior marketing positions, such as marketing manager, senior marketing executive, or marketing director. Executives may also move to specialised roles such as digital content manager, pay-per-click (PPC) manager, or SEO manager.

A marketing executive usually works a standard ‘9 to 5’ day, although they might be occasionally required to attend events or work out of hours. The starting salary for a marketing executive ranges between £17,000 and £21,000 while senior marketing executives earn salaries ranging between £31,343 and £41,957. Private sector employers are more likely to offer higher salaries compared to public sector organisations, with the utilities, FMCG, consumer electronics, IT/telecommunications, and gambling/gaming sectors drawing the highest salaries.

Training and qualifications needed

University graduates and school leavers alike have routes to get into marketing.

Marketing opportunities are typically open to graduates from any degree discipline. However, it can be beneficial or preferred by employers to have a degree or postgraduate qualification in a subject such as business, economics, marketing, sociology, or statistics. Some jobs, especially those in industrial marketing require a technical or scientific background. Professional qualifications offered by and membership to professional bodies such as the Institute of Direct and Digital Marketing (IDM) or The Chartered Institute of Marketing (CIM), may also be useful in securing a graduate job.

Relevant voluntary or paid work experience can also be of great benefit. The experience may be gained in any commercial area that requires contact with the general public or customers. Larger employers may even run holiday placements and courses that can give useful insight into the profession.

Employers also look for experience from extracurricular activities or part-time work that demonstrates communication skills and customer interaction. Examples include working in retail, telesales work, being a student ambassador during university open days, ‘street teaming’, or other kinds of promotions work.

Key skills required for a marketing executive

  • IT skills
  • Commercial awareness
  • Creativity & writing skills
  • Good planning and organisation skills
  • Strong attention to detail
  • Adaptability
  • Networking ability and communication skills
  • Good teamwork skills
  • Numerical skills