Marketing Manager Job Description. Marketing director: duties and requirements. Required professional skills and knowledge

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 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 marketing director profession 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 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 official duties marketing directors are:

Development and implementation 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.

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. projects, learn to use different tools, combine them, analyze efficiency.

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

The marketing director profession 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, artificial intelligence technologies are introduced (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, such issues are dealt with CEO, head of sales or marketer.

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.

Marketing Director is a very responsible profession, which affects the profitability, success, image and development of the company. This is one of the highest paid jobs on the Russian market and the most difficult. Analytic 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 marketing research, develops sales programs, builds an advertising strategy, manages financial resources is called the Director of Marketing.

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 issues, 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 responsibilities 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.
Competitive analysis skills.
Marketing management skills.
Budget planning experience.
Proficiency in foreign languages at a conversational and business level.

Job Responsibilities

Marketing Director Job Responsibilities:

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. It:

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 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:

Stress tolerance.
A responsibility.
Determination.
Have organizational skills.
Rationalism, pragmatism, foresight.
Sociability.
Purposefulness.
Ability to competently negotiate.
Teamwork skills.
Have managerial skills.
performance.
Strategic thinking.

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 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.
Maintain marketing activities in the Internet.
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 included marketing communications. 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 awareness trademark.
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 must 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 a high level of 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.
Grade professional level employees.
Dealer management.
Distribution channel expansion, negotiation, conclusion of contracts.
Control client base.
Sales performance control.

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

Igor Mann, PhD in Economics, Moscow

What are the options for selecting a marketing director
The most important questions as a candidate for the position of director of marketing
Job Responsibilities of the Marketing Director

Marketing director(English Chief Marketing Officer, CMO) is the head of the marketing service. Job responsibilities of the marketing director are in the marketing policy of the company.

Recruitment is one of the most important criteria influencing business growth. Therefore, we have made a selection of tools that will help you find people who can solve problems outside the box.

Also, in the article you will find a test to check the candidate's compliance with the principles of the company.

In his work, the marketing director analyzes the consumer properties of the company's products, organizes work aimed at studying the opinions and attitudes of customers, with a forecast of market conditions and consumer demand for products. Based on this information, he makes appropriate proposals and ideas aimed at improving the competitiveness and quality of the company's products, with the choice of the most appropriate marketing policy for the company.

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 takes part in the creation of the company's advertising strategy, with the selection of suitable places for advertising, a list of exhibitions and other events to attend, etc.

He also takes part in the management of the company's financial resources - including pricing issues at each level of the company's production. He is also engaged in the analysis of investments, their payback, with the calculation of cash flows, the assessment of financial, operational and other risks in the work of the company.

How to choose a marketing director

Once one of the conference participants asked me how to choose a good marketing director. The situation was at a coffee break, where it was not possible to communicate for a long time. Therefore, I limited myself to an aphoristic answer - "As a wife." Silent scene. Everyone thought about it and then agreed. In fact, this phrase is completely true. A male executive should choose a suitable marketing director in the same way that he would look for a future wife. The reverse situation is also true - a woman leader needs to select a specialist like looking for a husband.

If you are looking for a marketing director, you can assume that this position was not in your company, but now it was needed, or the former director did not cope with his tasks. It is difficult to say which of these options is easier - in any case, the search for a specialist is accompanied by certain problems, obligations and stumbling blocks that must be taken into account.

I was hired under the first scenario, and under the second. In the first case, the company developed and expanded its staff. In another case, the company began to work on the development of a new region, and a vacancy for a marketing director appeared. There was also a case when I was already the sixth marketing director in the company.

In each of these cases, different criteria for selecting a suitable specialist are assumed, and the job responsibilities of the marketing director and priorities also differ.

Before you interview a candidate for the position of marketing director, you should answer a number of basic questions: “What should a specialist do?”, “What tasks will he be responsible for?”, “What are the job responsibilities of a marketing director?”. The answers to these questions may vary depending on the field of activity, the specifics of the company, but you can determine the basic skills that a suitable marketing director should have in your company.

First. Ability to manage the company's marketing department. Namely, management skills, including personnel. You need to understand if the specialist is able to handle this. Usually this can be understood from the first minutes of communication.

Second. The need to work closely with target auditors, including clients, journalists and business partners. Therefore, he should win over as a person (first of all) and a specialist. If he could please you, then he can handle the rest.

Third. The marketing director candidate will be responsible for the firm's marketing budget. Therefore, at least at the interview, you need to ask about the size of the budgets that he had to work with before. If a specialist has previously worked with million-dollar budgets, he is unlikely to be interested in budgets of thousands of dollars. It is imperative to discuss marketing budget issues with the candidate (how the budget is planned, what is its size, what does it consist of).

Fourth. The specialist must know and be able to put into practice the marketing tools used in your segment.

It is very important for a candidate to have experience in the industry you need. But this requirement is not so important as to refuse a really valuable and promising specialist with a different experience. After all, a true professional in theory still presents his future tasks. Secondly, if a potential marketing director manages specialists who know their job well in the staff of your company, then there will be no serious problems due to a shallow knowledge of the specifics of a particular industry. Thirdly, such a choice is beneficial in that the employee is not blinkered, so he will be able to offer important new ideas for the work of the company.

Does a marketing director need a specialized marketing education? This requirement is desirable, but not mandatory. Practical experience is much more important than theory and crusts about education.

Fifth. The specialist may be required to be able to influence the implementation financial plan and further development companies. According to my data, marketing directors in 90% of companies are responsible solely for promotion, and at best for sales support. In only a few firms, the marketing director also determines the strategy, product and pricing policy, and product distribution policy.

If you rely on the fact that the marketing director will only deal with sales support - it's quite normal. You can easily get the right specialist. But if you raise the bar, expecting from him also recommendations on influencing marketing, pricing, product policies, as well as strategies, you need to discuss this from the very beginning, while providing the specialist with the appropriate resources and authority in his work.

The marketing director must be able to solve various kinds of problems that arise. Since marketing in any case involves many problems, varying in complexity and scale.

CEO speaking

Julia Ivanchenko, General Director of the Agency for Marketing Communications "Drive", Moscow

The marketing division is a key department in the work of most companies operating in non-monopolized markets. In many ways, the pace of development of the company depends on the marketing policy. Therefore, the marketing director is considered one of the main managers - therefore, the corresponding requirements are put forward.

The ideal marketing director needs to have a number of the following skills and qualities.

Understanding the psychology of people.

Analytic mind.

Knowledge of finance - to compare results and costs to achieve them.

Committed to learning innovative methods.

Excellent time management skills, as often business does not allow for delay.

Management skills - to build a successful team inside or outside the company (when external contractors are involved for certain works), with the motivation of employees to achieve their goals, which sometimes turn out to be extremely ambitious.

Experience in various industries.

Understanding the relationship between different departments in the company.

Practitioner tells

Oksana Moroz,

In the field of marketing, our company has always had several product lines, each of which reported to the head of the business line.

We have now reorganized and merged these departments into a department headed by a marketing director. Accordingly, the skills required by the applicant for this position have also changed.

It is enough for the head of a business area to have a systematic approach and have practical experience in market analysis, the formation of an assortment matrix, pricing, product and financial planning, organizing training, negotiating with suppliers.

The requirements for a candidate for the position of marketing director are much broader. In addition to all of the above, it must have:

more developed managerial, communication and negotiation skills;

strategic planning skills;

experience in developing and implementing a marketing strategy in our or related markets;

flexibility, the ability to offer several options for solving professional problems;

fluency in English (since some of our partners are English speakers).

In addition, now we pay attention only to specialists who have successfully worked as a marketing director of a company for at least three years: our company values long-term cooperation.

Job Responsibilities of the Marketing Director

Development of the company's marketing policy based on the analysis of consumer properties of products, forecasting demand for goods or services, technical or other consumer qualities of competitors' products.
Ensure the participation of your department in the formation of current and long-term plans production and sales of products, as well as in identifying new consumers and markets.
Coordination of the work of all functional divisions for the analysis and collection of commercial and economic information, with the creation of a data bank for product marketing (information on production contracts, applications for supplies, market capacity, inventory availability, etc.).
Organization of the study of consumer opinion about the products of their company, with an analysis of how it affects the sale of products. He should also be involved in the preparation of ideas and proposals aimed at improving the quality and competitiveness of products.
Monitoring the timely elimination of identified deficiencies, which are indicated in the claims and complaints of consumers. He should also be engaged in the motivation of the proper consumer attitude to products.
Organization of the development of a strategy for advertising events in the media, also using illuminated, outdoor, postal, electronic transport advertising, with participation in fairs, industry exhibitions, sales exhibitions and other events in order to inform consumers and expand the market.
Preparation of proposals for the creation corporate identity brand and corporate design of advertising products.
Methodical management of the dealer service, providing for it all the necessary advertising and technical documentation.
Participation in the creation of proposals and recommendations, together with other departments, aimed at improving the economic, technical and other characteristics of products in order to stimulate sales and make them more attractive to the target audience.
Managing the work of service centers for repair and warranty service of products, with the preparation of proposals for technically sound planning and manufacturing of spare parts.
Manage the staff in your department.
Monitoring the correct storage, use and transportation of products.

The marketing director must also understand the term "profit" much broader than it is defined by. After all, problems with cash flow, profit on sales, return on investment, net present value, asset turnover and other similar parameters can cause a critical situation if you use these funds for any reason. Therefore, the marketing director must necessarily deeply understand the significance of the portfolios of markets and products, and the policies pursued.

Practitioner tells

Oksana Moroz HR Director, Trade Design, Moscow

Our marketing company has always had several product lines. Each of them worked under the direction of a specific head of the business area. After the reorganization, these departments were merged into a department under the leadership of the Marketing Director. Therefore, the skills that a candidate for this position needs have also changed.

The head of the business area has enough practical experience in market analysis, systems approach, experience in pricing, formation of an assortment matrix, financial and commodity planning, negotiations with suppliers, organization of training. However, there are already broader requirements for the marketing director. In addition to everything considered, he also needs:

strategic planning skills;

improved communication, negotiation and management skills;

flexibility, ability to offer different ways solving their professional problems;

experience in creating and implementing a marketing strategy in a given market or related ones;

Fluency English language(we often work with foreign partners).

Also, our company draws attention to specialists with successful experience as a marketing director in a company for at least 3 years - we always appreciate long-term cooperation.

What is the salary of a good marketing director

Some readers may be surprised by this answer, but in Russian companies, sales directors can be offered a salary significantly higher compared to a similar position in a representative office. foreign company or when working at a joint venture (if not an expat). But the market is really experiencing a similar situation - after all, management Russian companies is trying to poach experienced and qualified specialists from foreign companies.

The salaries of good marketing directors vary in a significant range - 3-12 thousand dollars. Responsibility, qualifications of a specialist, the scale of the organization and the volume of necessary tasks affect the salary.

Therefore, a specialist needs various skills - including the skills of an advertising manager, a brand manager, and the like.

On the demand for marketing directors (demand in the labor market)

Today, not only foreign, but also domestic companies are thinking about the need for a marketing director in their state. At the same time, they are in demand even in the most unexpected areas of activity, including sports and the gaming business.