Anatomy of a Marketing Executive

THE ANATOMY OF A MARKETING EXECUTIVE What does it take to head up a marketing department? Check out the demand for these individuals, the skills and experience necessary to make a great marketing exec and what they struggle with in today's advertising landscape. WHAT MAKES A TOP MARKETING EXEC? FLUENT IN ONLINE Scott Howard Marketing Executive : MARKETING PROTOCOL Hill Valley, California 81% of marketing execs say strong online marketing campaigns are necessary to remain competitive CREATIVE THINKER CONFIDENT UP TO SPEED ON MOBILE About 1 in 2 marketers plan to use mobile apps significantly more in the near future OUTGOING STRONG LEADER May have foreign language skills (an advantage in certain markets) OPEN TO CRITICISM THE MARKETING MARKET 168,410 MARKETING MANAGERS IN THE US (2011) | = approximately 2,000 MEDIAN SALARY: $112,800 (2012) TOP SPOTS FOR BEST PAY TOP 10%: $166,400+ BOTTOM 10%: $57,750 SAN FRANCISCO AVERAGE TENURE: 1.5 - 2 YEARS NEW YORK CITY FRAMINGHAM, MASS. PREPARING FOR THE POSITION College degree often required--master's degree in Business Administration is a plus RELATED COURSEWORK: M Statistics Finance D History Psychology IIII Economics Business/Business Law Sociology O Advertising Marketing (of course!) An internship while still in school looks great on resumes WHAT DO MARKETING EXECS NEED TO KNOW 12 10:23 3 PRODUCT POTENTIAL MARKETING MEDIA MEDIA BUDGET LINE MARKET HISTORY COSTS RESPONSE Overall, how they're doing: based on sales increases or decreases DUTIES Work with department heads/staff to discuss contracts, types of advertising media, products to be promoted, etc. Compile info for advertising campaigns Outline marketing strategy Negotiate advertising contracts Inspect advertisement layouts Initiate market research studies/interpret conclusions Develop pricing strategies based on both organization goals and customer satisfaction Meet with clients for marketing/technical advice Oversee hiring of department staff and monitor daily activities PERCEIVED MEASURABILITY OF ROI BY MARKETING TACTIC Marketing Types for Which US Marketers Believe They Can Effectively Measure ROI 47% % of respondents 41% 40% 34% 28% 26% 24% 18% BIGGEST CHALLENGES TO CURRENT MARKETING EXECS 68% of CMOS have trouble with the shifting Nearly 36% are less optimistic about the economy in Q2 2012 than in Q1 71% of CMOs feel Only 29% are more inadequately prepared for the substantial optimistic about it realm of social media growth of data HOWEVER, EXECS REMAIN ABOUT 19% MORE CONFIDENT IN THEIR OWN COMPANIES THAN THE OVERALL ECONOMY-- THAT'S THE MARKETING SPIRIT AT WORK! SOURCES http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/What_marketers_say_about_ working_online_McKinsey_Global Survey results 2892 http://money.usnews.com/careers/best-jobs/marketing-manager http://management fortune.cnn.com/2011/12/05/marketing-executives-digital-survival/ http://www.bls gov/oes/current/oes112021.htm#(1) http://www.bls gov/ooh/management/advertising-promotions-and-marketing-managers.htm/#tab-6 http://money.usnews.com/careers/best-jobs/marketing-manager http://www.princetonreview.com/careers.aspx?cid3D93 http://www.emarketer.com/Article.aspx?id=D1008737&R=1008737 http://cmosurvey.org/files/2012/08/The_CMO_Survey_Highlights_and_Insights_August-2012-Final.pdf PEPPERDINE UNIVERSITY Graziadio School of Business and Management http://mbaonline.pepperdine.edu Email Marketing Direct Mail Online Ads Print Ads Tradeshows Social Media SEO Public Relations