Marketing Director is a very responsible profession, which determines the profitability, success, image and development of the company. This is one of the highest paid jobs in 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 marketing policy of the company, conducts market research, develops sales programs, builds an advertising strategy, manages financial resources, is called the director of the marketing department.
The marketing director is involved in the work from the production process until the goods arrive on the shelves or their release to the market as a whole. This person knows absolutely everything about the product and makes it popular. It determines the needs of the target audience and predicts the demand for products, is engaged in the development and improvement of goods, and also manages financial issues, including pricing.
The duties of the marketing director include a wide range of diverse tasks and requirements. The profession itself can be divided into several narrow categories, such as the director of marketing and advertising or sales, etc. Depending on the needs of the enterprise, the basic functions and tasks of the marketing department are built, which are managed by the marketing director.
Professional skills
The responsibilities of the marketing director are based on the following criteria:
- Knowledge of legislative and legal acts.
- Understanding business processes.
- Understanding of 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.
- Competitive analysis skills.
- Marketing Management Skills.
- Experience in budget planning.
- Foreign language skills at the conversational and business level.
Job responsibilities
Duties of the marketing director:
1. To analyze consumer demand for products.
2. Plan and implement the company's marketing policy based on market analysis and consumer demand.
3. To study the market, conduct market research in relation to their product.
4. Participate in the sale of products, expand distribution channels, advertise and promote the product.
5. Improve product properties.
6. Monitor the assessment of consumers about the product, determine the attitude of consumers.
7. Improve the competitive quality of products.
8. Monitor 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.
11. Organize the advertising activities of the company, plan an advertising strategy.
12. Promote sales.
13. Properly manage the budget and be responsible for its targeted distribution.
14. To direct the activities of the company to increase profits.
15. Develop a development strategy.
Briefly outlining the responsibilities of the marketing director, it can be noted that his activity consists of three main categories. It:
- Analysis of consumer preferences and forecasting consumer demand.
- Preparation of proposals for product improvement and determination of marketing policy based on analysis.
- Development of a production program and marketing of products, as well as the launch of an advertising campaign.
Personal qualities
In addition to his direct responsibilities, the marketing director must possess the following qualities that will help to efficiently perform work tasks. Of the most important, we can distinguish:
- Stress resistance.
- A responsibility.
- Determination.
- Have organizational skills.
- Rationalism, pragmatism, foresight.
- Sociability.
- Purposefulness.
- The ability to competently negotiate.
- Teamwork skills.
- Have managerial managerial skills.
- Diligence.
- Strategic thinking.
Basic requirements for candidates
In some companies, the roles and responsibilities of the marketing director may partially vary 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 field.
- Experience in solving complex marketing problems.
- Managerial skills.
- High level of communication.
- Knowledge of the advertising market.
- High level knowledge of foreign languages.
- Presentation skills.
- Experience in bringing products to market.
The requirements and responsibilities of the marketing director may change and supplement depending on the direction or internal policy of the company.
Deputy Director
Duties of the Deputy Marketing Director:
- To carry out the development of marketing policies based on the collected data (analysis) about the product and consumer demand.
- Provide and control the interaction between departments aimed at the sale of goods.
- Identify new markets.
- To coordinate the activities of the departments for the collection and analysis of information and the creation of a database.
- Approve tasks and goals.
- To study the opinions of consumers about the product.
- Identify the need for marketing activities.
- Organize promotions, performances at events.
- To prepare for events and performances in front of the media.
- To prepare proposals for the formation of the brand of the company.
- Plan budgeting.
- Carry out marketing activities on the Internet.
- Prepare reports on completed projects.
In the course of his activity, the deputy marketing director should be guided by the Labor Code of the Russian Federation, regulatory documents, orders and orders of superiors (General Director), company management policies, 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 a part of marketing communications. It plays a crucial role, as it connects the buyer and seller, is a means of mass communication, thereby affecting the development and promotion of goods.
Main functions:
- Informing consumers about the product.
- Attracting buyers.
- Impact on mass sales.
- Increase brand awareness.
- It promotes the growth of turnover 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.
- Branding (brand building, corporate identity).
- Ensuring the promotion of products on the market.
- Budget allocation for advertising.
- Formation of promotional activities.
- Design of printing materials, selection of design, development of text and graphics.
- Control of advertising activities.
In the aggregate, all responsibilities are based on the management of marketing and advertising campaigns. To do this, you should have the skills of planning, organization and coordination.A worthy candidate for the position of director of marketing and advertising should differ in management experience, have an education in the field of management, economics and advertising PR.
Marketing and sales
Director of Marketing and Sales is a rather prestigious and highly paid profession that requires vast experience and a high level of responsibility. The ability to quickly make competent decisions, organize teamwork, show pragmatism and creativity is a good guarantee of a professional.
Responsibilities of the Director of Marketing and Sales:
- Planning and pricing policy.
- Development of a marketing strategy and organization of sales.
- Planning a strategy to bring a product to market.
- Product Promotion.
- Approval of promotion budget.
- Control the selection of managers and marketers.
- Assessment of the professional level of employees.
- Manual dealers.
- Expansion of the distribution channel, negotiation, conclusion of contracts.
- Customer base control.
- Monitoring sales performance.
It became clear what constitutes the activities of the marketing director.