home Travels Marketing director job description. Marketing director: how to find a specialist who will bring millions to the company What processes does the marketing director manage

Marketing director job description. Marketing director: how to find a specialist who will bring millions to the company What processes does the marketing director manage

One of the key business processes is the sale of goods and services. In addition to sales, it includes marketing, PR, shipping, warranty and service maintenance etc. The marketing director is the head responsible for the strategy for promoting goods / services on the market. Quite often, he also coordinates sales - then he is called the director of marketing and sales or director of sales.

The tasks of the marketing director include market analysis and distribution channels, implementation of marketing strategies, launching new products on the market, PR, advertising, online promotion, brand building. Also, the circle of responsibility includes communication and coordination of joint work with other departments - production, warehouse, lawyers and other departments.

The profession of marketing director is in high demand in the market and this is due to the emergence of a large number of promotion channels, their complication and globalization.

Samvel Avetisyan is the creator of the Russian brands Tinkoff, Technoshock, Daria and many others, a pioneer of Russian marketing. “There is no concept of truth in marketing, the truth is what the consumer believes.”

Places of work

The position of marketing director is present in any big company- only there exists a separate unit of the corresponding department. In small companies, the CEO, head of sales or marketer deals with such issues.

Responsibilities of the Marketing Director

As a rule, the main job responsibilities of the marketing director are as follows:

Development and implementation of a marketing strategy.
Advertising, PR, Internet promotion: development of campaigns and promotions, implementation and evaluation of effectiveness.
Brand management. Sometimes launching new brands on the market.
Budgeting: cost planning for the month, quarter, year.
Marketing research, competitor analysis.
Interaction advertising agencies, bloggers, partners.
Employee management (marketers, copywriters, designers, etc.).

Sometimes the marketing director's functions include:

Launch and development of mobile applications.
SMM and promotion of groups in social networks.
Monitoring compliance with merchandising standards.

Marketing director requirements

V various companies different specifics of companies, but the basic requirements for a marketing director are approximately the same:

Higher economic education (sometimes require marketing).
Experience in similar work - often specifics are required: B2C, B2B or, for example, real estate.
Experience in solving complex marketing tasks.
Knowledge of the advertising market, availability of acquaintances and connections.
Management skills and the ability to get along with a team.
Excellent presentation, negotiation and argumentation skills.
PC knowledge.

Additionally, you may need:

Experience in creating and launching new brands on the market.
SMM knowledge. Successful experience managing such projects.
Good knowledge of English.

Howard Schultz is the CEO of Starbucks. Managed the company in the 1990s and 2000s and made it one of the world market leaders. A vivid example of how a successful marketer becomes a well-known and popular personality, quoted by major media.

How to become a marketing director

This question rests on a list of successful marketing projects and work experience. To become a marketing director, you need to go to work in marketing and make a career there. The beginning of the path is not important - it can be the Internet sphere (for example, an advertising manager or SEO specialist), PR, BTL, publishing business, etc. For the future leadership work it is important to gain a variety of experience and expand your marketing horizons - to take on various projects, learn to use various tools, combine them, and analyze effectiveness.

However, there is a big difference between a cool marketer and a marketing director. The director has people in his subordination, in the area of responsibility a huge number of tasks. Therefore, being a marketer, at some point you will have to “raise the bar for yourself” and take the liberty of being responsible for the results of the work of other specialists. Technically, it's easy (to redo your resume and find a job), but psychologically difficult (you need to stop working yourself and transfer tasks to others).

Marketing director salary

The salary of a marketing director ranges from 60 to 500 thousand rubles per month. At the same time, there are often bonuses and bonuses for the successful completion of tasks, so a small salary does not mean a low income.

Marketing directors

One of the key business processes is the sale of goods and services. In addition to sales, it includes marketing, PR, delivery, warranty and service, etc. The marketing director is the head responsible for the strategy for promoting products / services on the market. Quite often, he also coordinates sales - then he is called the director of marketing and sales or director of sales.

The profession of marketing director is in high demand in the market and this is due to the emergence of a large number of promotion channels, their complication and globalization.

In the Internet sphere, something new is born every year, services appear, technologies are introduced artificial intelligence(the system itself decides which advertisement to show you now), analytics allows you to “deeper” study the client. In order for a business to be effective, it is important to study and implement these processes.

Places of work

The position of marketing director is present in any large company - only there is a separate unit for the corresponding department. In small companies, the CEO, head of sales or marketer deals with such issues.

Responsibilities of the Marketing Director

As a rule, the main job responsibilities of the marketing director are as follows:

Development and implementation of a marketing strategy.
Advertising, PR, Internet promotion: development of campaigns and promotions, implementation and evaluation of effectiveness.
Brand management. Sometimes launching new brands on the market.
Budgeting: cost planning for the month, quarter, year.
Marketing research, competitor analysis.
Interaction with advertising agencies, bloggers, partners.
Employee management (marketers, copywriters, designers, etc.).

Sometimes the marketing director's functions include:

Launch and development of mobile applications.
SMM and promotion of groups in social networks.
Monitoring compliance with merchandising standards.

Marketing director requirements

Different companies have different specifics of companies, but the basic requirements for a marketing director are approximately the same:

Higher economic education (sometimes require marketing).
Experience in similar work - often specifics are required: B2C, B2B or, for example, real estate.
Experience in solving complex marketing problems.
Knowledge of the advertising market, availability of acquaintances and connections.
Management skills and the ability to get along with a team.
Excellent presentation, negotiation and argumentation skills.
PC knowledge.

Additionally, you may need:

Experience in creating and launching new brands on the market.
SMM knowledge.
Successful experience in managing similar projects.
Good knowledge of English.

How to become a marketing director

Marketing Director Job Description

For future leadership work, it is important to gain a variety of experience and expand your marketing horizons - to take on various projects, learn to use various tools, combine them, and analyze effectiveness.

Marketing director salary

Where to get training

Apart from higher education There are a number of short-term trainings on the market, typically lasting from a week to a year.

Interregional Academy of Construction and industrial complex and her Marketing Director courses.

Suitable educational specialties: Marketing, Economics, Management.
Key items: Mathematics, Russian language, Economics.

Tuition fee (average in Russia): 200,000 rubles

Job description:

*The cost is indicated for 4 years of full-time bachelor's degree

(Chief Marketing Officer or CMO) is the head responsible for the marketing policy of the enterprise, heading its marketing service.

The marketing director analyzes the consumer properties of the products manufactured by his company, organizes work to study the opinions of buyers, predicts consumer demand for products and market conditions. In accordance with this, he prepares proposals to improve the quality and competitiveness of the product (or service), determines the marketing policy of the enterprise.

The marketing director participates in the development of production and marketing programs. In some companies - manages the work service centers for warranty service and product repair, puts forward its proposals for the planning and production of spare parts. His competence includes managing the dealer service and providing it with the necessary technical and advertising documentation.

The marketing director is involved in developing the advertising strategy of his company, deciding where to advertise, which exhibitions to participate in, etc.

He is also involved in the management financial resources firms: deals with pricing issues at all levels of production. In addition, he analyzes investments and their payback periods, calculates cash flows and assesses the operational, financial and other risks of the company.

Required professional skills and knowledge

knowledge legislative framework and normative legal acts;
knowledge of methods for studying consumer motivation;
be able to determine the solvency of demand;
have common understanding business processes;
possession of information about the company's products and the relevant profile market;
ability to conduct marketing research;
have experience in planning and budgeting marketing activities;
have experience in conducting effective marketing and promotional activities;
be able to conduct competitive analysis and pricing policy research;
knowledge of foreign languages (English) at a conversational or fluent level;
possession of modern software(1C, MS Office, Power Point);
Experience in setting up a marketing department is desirable.
studying the experience of domestic and foreign colleagues;
know the ways and methods of working with the media;
knowledge of the laws of the advertising market.

Personal qualities

responsibility, organization;
stress resistance;
decisiveness, foresight;
organizational qualities;
rationalism and pragmatism;
performance;
ability to organize teamwork;
purposefulness;
sociability;
ability to lead and work in a team;
have negotiating skills;
be able to apply theoretical knowledge on practice;
have strategic thinking.

Pros of the profession

high salary of the marketing director;
the prestige of the profession;
the ability to influence business processes in the company;
the opportunity to see the results of their work;
variety of activities.

Cons of the profession

high level of responsibility, stress;
in most cases irregular working hours;
the possibility of frequent business trips.

Place of work and career

Since the implementation of a competent marketing policy is the key to the successful long-term operation of any company, now the profession of marketing director is gaining more and more popularity. The salary of a marketing director usually ranges from 50,000 to 300,000 rubles in the capital, less in the regions.

But the level of income also depends on the place of work. The salary of an employee in the FMCG sector can reach up to 500,000 rubles, and a marketing director, for example, in the IT sector, will receive an average of 80,000 to 300,000 rubles.

Per last years career growth in this area has increased and is 3-4 years on average.

Depending on ambitions and competence, the marketing director can either continue development in the company or open his own business.

Education

The marketing director's education should be higher in marketing, economics, management, finance, sociology and psychology. Employers are encouraged to receive additional education such as marketing director courses or an MBA program focused on strategic marketing.

Knowledge of the legal framework and regulatory legal acts; knowledge of methods for studying consumer motivation; be able to determine the solvency of demand; have a general understanding of business processes; possession of information about the company's products and the relevant profile market; ability to conduct market research; have experience in planning and budgeting marketing activities; have experience in conducting effective marketing and promotional activities; be able to conduct competitive analysis and pricing policy research; knowledge of foreign languages (English) at a conversational or fluent level; knowledge of modern software (1C, MS Office, Power Point); Experience in setting up a marketing department is desirable. studying the experience of domestic and foreign colleagues; know the ways and methods of working with the media; knowledge of the laws of the advertising market.

September 24, 2012 One Comment

Many employees of enterprises, including those working in the field of marketing, do not always clearly understand what the duties of a marketing director are. At the same time, this is one of the leading positions in any modern company, and its importance will only increase in the future.

So, as director of marketing by order CEO the enterprise is usually appointed by a person who has completed a specialized (economic) education and who has worked in the field of marketing for at least three years.

Upon appointment, the said person:

1. Develops the marketing policy of the enterprise, based on the analysis of consumer qualities of goods, forecasting consumer demand, as well as data on the consumer qualities of competitors' products.

3. Organizes a study of consumer opinion about the proposed product. Makes proposals aimed at improving the quality and competitiveness of goods.

4. Coordinates the activities of the company's employees in the analysis and collection of commercial information, the creation of a bank of marketing information (market capacity, stock availability, supply requests, etc.).

5. Organizes control over the timely elimination of deficiencies, which are indicated in claims and complaints received from consumers, as well as over the motivation of customers' attitudes towards the company's products.

6. Carries out the organization of planning and reporting in the departments of marketing, as well as sales.

7. Prepares proposals for brand building and trademark companies.

9. Takes part in the certification of employees of the unit.

As you can see, the duties of the marketing director are quite capacious in scope and content. This indicates an increase in the value of this position in the top management of any enterprise.

Marketing Director is a very responsible profession, which affects the profitability, success, image and development of the company. This is one of the most high paying jobs on the Russian market and the most difficult. Analytical skills, creative thinking and a responsible approach to business can make a promising specialist out of a novice marketer.

Profession

The specialist who is responsible for the company's marketing policy, conducts marketing research, develops sales programs, builds an advertising strategy, manages financial resources, is called the marketing director.

The marketing director is involved from the production process to the arrival of the product on the shelves or its release to the market as a whole. This person knows absolutely everything about the product and makes it popular. He defines the needs target audience and forecasts the demand for products, develops and improves the product, and manages financial matters including pricing.

The responsibilities of a marketing director include a wide variety of tasks and requirements. The profession itself can be divided into several narrowly focused categories, such as director of marketing and advertising or sales, etc. Depending on the needs of the enterprise, the main functions and tasks of the marketing department are built, which is led by the marketing director.

Professional skills

The duties of the Marketing Director are based on the following criteria:

Knowledge of laws and regulations.
Understanding business processes.
Understanding market relations.
Knowledge of the laws of the advertising market.
Ability to determine solvency.
Possession of information about the product and its specifics.
Marketing research skills.
Conducting skills competitive analysis.
Marketing management skills.
Budget planning experience.
Proficiency in foreign languages at a conversational and business level.

Job Responsibilities

Job Responsibilities marketing director:

1. Analyze consumer demand for products.

2. Plan and implement the company's marketing policy based on market analysis and consumer demand.

3. Study the market, conduct market research in relation to your product.

4. Participate in the sale of products, expand distribution channels, advertise and promote the product.

5. Improve product properties.

6. Control the assessment of consumers about the product, determine the attitude of consumers.

7. Improve the competitive quality of products.

8. Monitor the maintenance of the image and reputation of the company.

9. Form the corporate identity of the company.

10. Responsible for the commercial and economic side of the company.

12. Promote sales.

13. Competently manage the budget and be responsible for its targeted distribution.

15. Develop a development strategy.

In a nutshell, the CMO's responsibilities fall into three main categories. This:

Analysis of consumer preferences and forecasting of consumer demand.
Preparation of proposals for product improvement and determination of marketing policy based on the analysis.
Development of a production program and sales of products, as well as the launch of an advertising campaign.

Personal qualities

In addition to his direct duties, the marketing director must possess the following qualities that will help to effectively perform work tasks. Particularly important are:

Basic requirements for candidates

In some companies, the functions and responsibilities of the marketing director may partially differ depending on the specifics and needs of the enterprise itself. The most basic and necessary requirements, suitable for this position, can be interpreted as follows:

Higher economic or marketing education.
Experience in this area.
Experience in solving complex marketing problems.
Management skills.
High level of communication.
Knowledge of the advertising market.
Knowledge of foreign languages at a high level.
Presentation skills.
Experience in bringing products to market.

The requirements and responsibilities of the marketing director may change and be supplemented depending on the direction or internal policy of the company.

Deputy Director

Responsibilities of the Marketing Director:

Carry out the development of a marketing policy based on the collected data (analysis) about the product and consumer demand.
Provide and supervise the interaction between departments aimed at the sale of goods.
Identify new markets.
Coordinate the activities of departments for the collection and analysis of information and the creation of a database.
Establish tasks and goals.
To study the opinions of consumers about the product.
Identify the need for marketing activities.
organize promotions, speaking at events.
Prepare for events and media appearances.
Prepare proposals for the formation of the company's brand.
Plan budgeting.
Carry out online marketing activities.
Prepare reports on completed projects.

In the course of his activities, the Deputy Marketing Director should be guided by Labor Code Russian Federation, normative documents, orders and instructions of the authorities (general director), the policy of the company's management, the general management of the marketing and advertising department.

The deputy performs all the same duties of the marketing director at the time of his absence.

Marketing and Advertising

Advertising and marketing are inextricably linked. Advertising is part of the marketing communications mix. It plays an important role, as it connects the buyer and the seller, is a means of mass communication, thereby affecting the development and promotion of goods.

Main functions:

Informing consumers about the product.
Attracting buyers.
Influence on mass sales.
Increasing brand awareness.
Promotes turnover growth and stimulates sales.

Key Responsibilities of the Director of Marketing and Advertising:

Development of advertising and PR strategies.
Analysis of advertising competing companies.
Planning tasks for advertising and PR.
Interaction with the media.
Trademark formation (brand creation, corporate identity).
Ensuring the promotion of products on the market.
Allocation of the advertising budget.
Formation promotional activities.
Design of printing materials, selection of design, development of text and graphics.
Advertising activity control.

Collectively, all responsibilities are based on marketing management and advertising campaign. To do this, you must have the skills of planning, organization and coordination. A worthy candidate for the position of director of marketing and advertising should be distinguished by management experience, have an education in the field of management, economics and advertising PR.

Marketing and sales

Director of Marketing and Sales is a fairly prestigious and highly paid profession that requires vast experience and high level responsibility. The ability to quickly make competent decisions, organize teamwork, be pragmatic and creative is a good guarantee of a professional.

Responsibilities of the Director of Marketing and Sales:

Planning and pricing policy.
Marketing strategy development and sales organization.
Planning a strategy to bring the product to market.
Product promotion.
Promotion budget approval.
Control of the selection of managers and marketers.
Evaluation of the professional level of employees.
Dealer management.
Distribution channel expansion, negotiation, conclusion of contracts.
Client base control.
Sales performance control.

It became clear what constitutes the activity of a marketing director.