Marketing Director

Take a marketing job at a small company and you'll do it all: develop a marketing plan, create a budget, produce collateral materials, negotiate with media contacts, oversee corporate communications, develop and administer a marketing database, and prepare PowerPoint presentations that explain it all to a board of directors.

Take a marketing job with a large corporation and you'll handle one piece of the puzzle or, as would be more likely the case with a national concern, you'll do it all for one region or section of the country. In that case maybe you could look over the shoulders of some of your colleagues to see what strategies they have included in their PowerPoint presentations.

Let's break down what each of these marketing jobs entails, and begin by saying that each task involves a high level of communications. Developing a marketing plan requires a detailed analysis of what works best for the type of company you are promoting: direct mail, print advertising (newspapers, magazines, or trade journals), television or radio, Internet options, or staging special events and participating in trade shows. Getting everyone on board with the basic plan is likely to be the hardest part of any marketing job.

The budget flows from the plan, or the plan from the budget, depending on how you look at it. In the case of regional and national operations, it might take several plans and several budgets, each of them tailored to several different factors. Working with your media contacts at this stage of the game will let you know how much each possible option will cost.

Depending on the size and type of the company, internal communications could be as easy as circulating the promotional messages you are using for external purposes. It's important that everyone in the organization knows what the campaign or strategy is, and where they fit into it.

Finally, the marketing database you develop will track the results of your efforts and help you scrap unsuccessful tactics while honing the successful ones. Use this information at your monthly or quarterly business presentation to support your proposals, illustrate how you are meeting your objectives, and demonstrate how your performance in your marketing job is enhancing the values and culture of the company.

Last Updated: 05/21/2014