Marketing Job Descriptions: What Do Marketers Do?



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34 min


03 August, 2021

Marketing job descriptions vary massively from company to company.

A Marketing Manager at one place could be doing the same work as a Marketing Executive at another.

Of course, you’ve heard the word ‘marketing’ and will probably even know someone who works in this field.

But what does marketing actually mean? And more to the point, what do marketers actually do?

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In my personal experience, people have a whole host of ideas about what they think this expansive job category entails.

Very often, marketing is confused with sales. But we’ll be covering that in another blog post, so keep an eye out!

I used to work in a marketing department and whenever I quizzed my Dad on what he thought that meant the response was always ‘well, you just sell stuff.’

Now although this really frustrated me at the time, my Dad isn’t alone in his way of thinking.

One of the biggest problems with defining a marketing job description is that there’s so much to talk about. It’s almost impossible to drill it down to a few bullet points, as marketing branches out into all sorts of different areas. And thanks to technology, these areas are continuing to increase.

But we’re gonna try and keep it simple. We’re going to identify what marketing actually is (hopefully in less than 10,000 words) and explore the different job roles under this mammoth umbrella.

person playing with a rubix cube

What is Marketing?

Marketing is the process of promoting a company’s products or services to customers.

Now you might be thinking:

Oh so it’s basically advertising then?

Whilst that is part of it, marketing covers a whole range of responsibilities with the aim being to showcase a company in a positive light. In any marketing role, it is your job to instill a sense of trust in customers and clients, and encourage them to invest in your offering over someone else.

So this isn’t achieved by just advertising, but also through social media campaigns, printed leaflets, content writing, exhibitions and events, websites, graphic design, and much, much more.

It’s essentially referring to any means in which you talk to your target audience.

Buying any product or service is a psychological process and customers need to engage in your offering. Everyone is influenced by marketing in some form or another. Whether it’s an involuntary reaction or a subconscious response, we all wear the brands we wear, and eat at certain restaurants for a reason.

Think about it.

Why do you eat at Nandos?

After all, there are other places to get chicken!

Is it because the food comes super quick?

Or because you can choose exactly how you want your food?

Or because it always feels warm and welcoming?

Any of these are credit to Nandos marketing. They’ve made you choose to eat at their restaurant and spend your money here.

A marketing department is responsible for developing innovative and creative ways to reach out to customers, and ultimately finding ways to make them invest. It’s a job which requires a broad range of skills and a genuine interest in thinking outside the box.

Digital Marketing vs Traditional Marketing

Marketing covers both digital and traditional means, with pretty much every company employing a hybrid of the two. It’s impossible to have a job in marketing which totally excludes one or the other as companies must exist in both spaces to remain competitive.

Both forms of marketing have their place and speak to customers in different ways.

As you can imagine, digital marketing is huge. If you just think about how much happens online these days, anyone working in this role will be very busy.

Whether it’s designing a website, writing content, planning social media ideas, developing an email campaign, or engaging in SEO, digital marketers have their hands full!

As technology continues to advance there is so much more you can do with your marketing online. Instead of just having the good old fashioned email, there are tons of ways you can reach out to a customer or client. It’s the job of a digital marketer to get to grips with these advancements and stay ahead of the game.

When it comes to traditional marketing, you should cast your mind back 20 years. Back then, your main form of communication was from the TV, radio, newspapers, magazines, or through attending events.

These are the sort of things traditional marketing refers to. However, as mentioned above, these types of media cannot exist on their own and must be supported by digital communication.

By covering both bases you can make sure you are still connecting with your audience on a personal level whilst taking advantage of what the digital world has to offer.

A bunch of marketers standing around for a meeting

Marketing Job Descriptions

To make it easier, we’ve rounded different job titles up into the categories that they tend to fall into. However, there are numerous job titles that exist under one category so two people doing the same job can have two different job titles.

It’s dependent on the company you work in which is why people can get confused. There is also a lot of crossover between different roles so only because you work in social media for example doesn’t mean you won’t engage in graphic design.

A marketing job description is usually very varied and you’ll find yourself being pulled in a lot of directions. That’s why these jobs require such a varied skill set as you need to be able to adapt and manage different tasks as and when they crop up.

Below are the most common job categories within marketing with a brief overview of what each role entails.

Pay Per Click (PPC) Marketing

This involves sponsored content in search engines and on websites. People working in this role need to make sure a business is visible and appears near or at the top of search results by paying to be placed there.

However, advertisers cannot simply pay more money to be seen above their competitors, but instead Google decides their relevance and validity through a process known as ‘Ad Auction.’ That’s why anyone working in PPC marketing needs to be capable of writing engaging copy and researching keywords that will increase the chances of their ad being seen and clicked.

This form of marketing is defined as paid, since you are paying to be seen by your audience. Every time someone clicks on your website or advert, you are charged a fee hence the term ‘pay per click’.

When working PPC, your main duties will involve:

  • Undertaking required analysis and A/b testing to identify relevant and strong keyword searches in order to optimise the success of a campaign
  • Creating targeted campaigns including writing engaging copy and testing landing pages
  • Providing updated reports on key performance metrics and provide market related insights
  • Analyse, monitor and report on ROI for all PPC campaigns to identify areas for improvement
  • Analyse, monitor and report on competitors PPC campaigns including which keywords are being targeted
  • Manage and monitor spend to ensure it is in line with the assigned budget

Job titles in this category include: PPC Account Executive, PPC Account Manager, PPC Analyst, PPC Executive, PPC Manager

Google logo on black background

Search Engine Optimisation

Instead of paying to be at the top of search results, SEO appeals to a search engine’s algorithm.

Let’s take Google as an example.

Google wants to deliver you (the user) the best possible results which will answer your search query. So, for your website to stand any chance of appearing at the top of the search results it needs to serve user demand.

Of course, there are absolutely loads of factors which Google considers before choosing to show your specific website near or at the top of their results. One of the most important things is that it is user friendly and easy to use. Unless you have the patience of a saint, no one is going to stay on a website which takes ages to load.

People are looking for a solution to a problem whether that be searching for:

They want the answer, and they want it now.

For SEO to work, it is part of a long term strategy and businesses shouldn’t expect to see results straight away.

If a strategy is planned and delivered correctly, SEO is one of the most effective ways of marketing. However it can be difficult for businesses to stay ahead of Google’s ever changing algorithm so it’s important to keep up with these changes and adapt your strategy.

When working in SEO, your main duties will involve:

  • Develop strategies that increase a company’s search engine results rankings
  • Research keywords to use throughout content to optimise reach
  • Monitor performance metrics to understand how the SEO strategy is performing and identify areas for improvement
  • Effectively liaise with other marketing departments to align business goals
  • Audit client websites to identify any technical issues that negatively impact SEO performance
  • Write engaging and high-quality website content including blog posts, ebooks, page descriptions, newsletters, and more
  • Update content and website links to maximise optimisation and search engine rankings

Job titles in this category include: Content Writer, Content Strategist, Content Marketing Officer, Content Specialist, Content Manager

Social Media Marketing

As you can probably guess, anyone working in the role is heavily involved in social media. But it’s not just a case of drafting a few tweets or uploading a few pictures to Instagram, it’s a strategic process which needs to support the objectives of the business.

Anyone who thinks working in social media is easy, couldn’t be more wrong!

If executed correctly, social media can add a personal touch to a business and connect with audiences on a deeper level. It’s about understanding how each platform works, who uses each platform, and how they engage with it. You can then use this knowledge to drive your social media strategy forward.

Maintaining a consistent presence on social media is a full time job, and requires thoughtful planning and creation.

More and more companies are realising the potential of social media platforms in attracting new customers to promote their products and services.

When working in social media, your main duties will involve:

  • Capable of managing social media channels including Facebook, LinkedIn, Twitter, and other relevant platforms
  • Keep up with emerging social media trends and utilise these to the advantage of the business
  • Create dynamic written, graphic, and video content to maximise reach
  • Optimise content following Search Engine Optimisation (SEO) practices
  • Create engaging content that encourages audience interaction and audience participation
  • Be capable working independently and as part of a team to develop social media campaigns
  • Provide reports to outline the success of existing social media campaigns

Jobs titles in this category include: Social Media Specialist, Social Media Executive, Social Media Assistant, Social Media Manager, Content Creator

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Content Marketing

Now this one is my favourite.

I’m biased of course, but who cares!

The difference with this type of marketing is that you’re not proactively selling a product or service. Instead you’re educating people about your offering and talking about topics which interest them.

It’s not a hard sell as by educating people, you’re instilling a sense of trust and credibility. People will read your content and think ‘these guys know what they’re talking about’. In turn, this encourages them to invest in your offering as they’ll feel confident you’re the best person for the job.

In this role you need to be capable of producing high quality content that position your company as an industry leader. You need to understand that the modern day consumer is savvy and will be immediately disengaged if all of your marketing efforts rely on pushing sales.

Content marketing is often done in tandem with SEO and can take a while to see results. However, as an evergreen form of marketing, your content will never go out of date. Even years after your blog has gone live it will still generate leads!

Working in this role myself, I can tell you first hand how much there is to it! It’s not just about creating a whole load of content, but also understanding how to optimise your content.

When working in content writing, your main duties will involve:

  • Producing well-researched content which includes keywords
  • Working closely with a range of clients from different industries to understand their business goals and develop new content ideas
  • Auditing existing content to reflect changes in the business
  • Developing content for a range of platforms, including websites, email marketing, ebooks, and blogs
  • Monitoring and analyse the performance of campaigns and offer suggestions for improvement
  • Using search engine optimization (SEO) strategies in writing to maximise online visibility
  • Planning and executing a social media strategy to increase traffic to the website

Job titles in this category include: SEO Specialist, SEO Executive, Online Marketing Executive, Digital Marketing Executive

Video Marketing

Video is everywhere these days.

As a form of marketing it’s really effective as video draws people in to find out more. It’s a powerful method of communication and is easily accessible to large audiences.

In contrast to static imagery, businesses can communicate their offering so much better in a video and tell their story to customers. They have the opportunity to connect with their audience and delve deeper into the benefits of choosing their product or service.

There are endless opportunities to be creative when it comes to video marketing. Whether you choose to share snippets on social media platforms, create a vlog, or conduct webinars, you can reach out to your audience in various ways.

And thanks to technology, companies can take advantage of software to create eye-catching and inspiring video campaigns relatively quickly. Anyone working in this role needs to be comfortable with camera equipment including microphones, tripods, lights, and anything else you might need for a photoshoot.

You also need to be creative and capable of developing imaginative storyboard ideas that communicate your offering.

When working in video marketing, your main duties will involve:

  • Thorough understanding of how to use a camera to capture effective imagery and video footage
  • Create video storyboards to plan and communicate video ideas
  • Be comfortable setting up cameras, audio recorders, lighting, microphones, and props
  • Good understanding of video editing software and know how to insert captions, graphics, or other on-screen text into a video
  • Be creative and develop video ideas which appeal to a target audience
  • Plan different shoot by working with the creative team and clients
  • Ensure that all equipment for a shoot is present and in good working order

Jobs titles in this category include: Videographer, Video Content Specialist, Video Editor, Multimedia Specialist, Digital Video Producer

mail icon on iphone screen

Email Marketing

Email marketing seems like an old fashioned way of reaching out to customers, but email is definitely not dead!

By creating well written copy and catching subject lines you can encourage audiences to not only open your email, but to also engage with it. Email also provides the perfect space to push promotions and offers in an easily digestible format.

You also have the opportunity to personalise emails by including information such as first names. This allows you to directly speak to the individual and connect with them on a deeper level. As customers will feel more valued, they are more likely to interact and click on your content.

You can personalise your email campaign even further by segmenting your lists. This enables you to send emails to different groups of people based on factors such as job titles and email engagement. By being more strategic, you can tailor content to appeal to different audience types.

As a form of communication, emails are very interactive and can feature a mix of written content, images, and video. To be successful in this role you need to have excellent communication, creativity, design skills, and be capable of interpreting data. It’s not enough just to create a great campaign without knowing if it’s actually been a success.

You’ll need to create great marketing reports and analyse different sets of data to draw conclusions for future campaigns.

When working in email marketing, your main duties will involve:

  • Identify target audiences and grow email list
  • Ensure the design of emails are user friendly and are optimised for both desktop and mobile
  • Write content for email campaigns ensuring they are grammatically correct
  • Create reports to analyse campaign performance and suggest improvements
  • Ensure all emails are in line with brand guidelines and follow best practices
  • Understand customer profiles and data segments to evaluate the performance of customer segment groups
  • Work with the Digital team to deliver and improve the user experience

Job titles in this category include: Email Marketing Assistant, Email Marketing Executive, Email Marketing Associate, Digital Marketing Executive, Marketing Campaign Specialist

Graphic Design

Graphic design is the visual side of your business.

It’s how everything looks from your website, to your social media graphics, to your printed marketing collateral.

But, graphic design is a lot more than just making things look pretty. Obviously you need to have a creative flair and a good eye for colour, shape, and form, but you also need to understand concepts and how to bring these together in a cohesive way. Design is a communication tool, and the importance of this should never be underestimated.

The way something looks can really affect how people engage with it. As humans, we are visual beings and make snap decisions based on what we see. Even if a business provided a really good service, but their website was an absolute eyesore, the chances are you would click straight off it.

Your visual elements need to engage people and communicate your brand story.

For any graphic designer, either working in-house or for a creative agency, no two days are the same. You might be working on a variety of different projects and will need to be capable of adapting your skills for each. You’re tasked with bringing a brand to life, and making it engaging.

Regardless of the product, you need to make the connection with customers and find imaginative and innovative ways to make it exciting.

When working in a design agency, your main duties will involve:

  • Creating different concepts for brand building and acquisition campaigns and then bring them to life through engaging design.
  • Design marketing collateral in a variety of formats, both for digital and print use. This includes social adverts, brochures, web pages, emails, video, packaging, and more.
  • Work with a range of clients to get an insight into their business and understand their brand identity guidelines. Create graphics to support their business goals.
  • Have the ability to understand and interpret client briefs.
  • Keep up to date with design techniques and feel comfortable using a wide range of software including Adobe suite.
  • As a creative you will think outside of the box and develop fresh, new, and exciting creative ideas.

Job titles in this category include: Graphic Designer, Junior Graphic Designer, Visual Arts Designer, Digital Designer, Creative Lead

5 people sitting at a table

The Traditional Marketing Department

And of course, we can’t forget about the traditional Marketing Department… Most businesses tend to follow this structure and usually have a combination of people working in the following roles.

​​Chief Marketing Officer (CMO)

As a CMO, it is your responsibility to oversee and plan the entire marketing strategy for an organisation.

This is a mammoth role, as it is your job to ensure every marketing campaign is on track and supports the objective set by the business. To do this, you must research and understand the market in full, as well as your key competitors and how they are performing.

Ultimately, it is your responsibility to grow the customer base and increase sales and profits. You decide on the overall strategy and how you plan to achieve targets. You also have a lot of influence over different departments, and determine important business decisions such as mergers and acquisitions.

When working as a CMO, your main duties will involve:

  • Developing and setting marketing objectives for the business
  • Plan and deliver the marketing strategy
  • Identify new opportunities in the market to optimise growth
  • Take responsibility for all customer touch points including the website and social media
  • Collate reliable data from different departments to regarding sales and customer experience
  • Responsible for the full marketing team and set their KPI’s
  • Attend board meeting and contribute your ideas and suggestions for improving the business
  • Regularly work with other departments, key stakeholders, and the executive team to drive the business forward

Marketing Directors

Marketing directors are responsible for a company’s communications and marketing strategy. They undertake a huge range of tasks including producing a marketing report, setting the marketing budget, conducting market research, and planning a calendar of events.

Alongside this they are also responsible for guiding the marketing team and managing the Marketing Manager. If a manager has a question about anything related to the performance of their team, then this will be directed to you. As marketing director, you are an organisation’s top marketing authority.

Due to the nature of your role, you must have strong leadership and influencing skills. You will often report directly to the chief executive, and you need to be capable of presenting your thoughts and ideas clearly.

You will also be directing and leading others so fantastic communication skills are essential. You must attend networking events to promote your company and build relationships with relevant organisations.

When working as a Marketing Director, your main duties will involve:

  • Oversee the implementation of the marketing strategy
  • Develop a strong brand strategy
  • Guide the day-to-day operations of the marketing team and the marketing manager
  • Create an administer an annual marketing budget
  • Work with various external agencies to produce marketing materials
  • Utilise data for marketing reports and present information to the executive team
  • Continually review any changes to the market and change the strategy when necessary

Business woman smiling

Marketing Managers

As marketing manager, you are the driving force behind different campaigns.

You will work with managers from other departments such as the sales team to bring your teams together and set key targets.

You will be directly responsible for looking after and managing the marketing team including marketing executives and marketing interns. It is your job to bring the team together to coordinate successful campaigns and promotions on a daily basis.

In larger companies, marketing managers are usually in charge of a single brand or area. For example, if a travel company sells holiday packages abroad and in the UK then there would be a separate marketing manager for each. Both of these managers would then report to the same marketing director.

Usually marketing managers start in the positions that they now supervise. A common career progression is for marketing managers to become marketing directors after they have proven their leadership and expertise.

When working as a Marketing Manager, your main duties will involve:

  • Directly manage the marketing department and organise their workload
  • Work with the executive team such as the marketing director to set the overall strategy for the business
  • Hire and manage employees in the marketing team
  • Manage the design and production of different marketing collateral such as brochures and leaflets
  • Deliver content and social media plans
  • Create new ways to promote products and services

Marketing Executives

A marketing executive is one of the first positions you will probably get after leaving University.

The role differs greatly from one company to another and is generally very broad, covering responsibilities such as content writing, social media planning, public relations, event organisation, market research, and advertising.

This is a great role, especially for people new to the field, as you have the opportunity to get stuck into all elements of marketing. You’re very rarely pigeon holed as a marketing executive, as it benefits both you and the company if you can turn your hand towards different projects.

Your main purpose is to raise awareness of the brand and develop strategies that maximise brand exposure. Whether that’s through print or online, it’s your responsibility to contribute ideas that get the product seen.

Generally, you will report to the marketing manager who will set your KPI’s, conduct 1-1’s, and monitor your workload and progress.

When working as a Marketing Executive, your main duties will involve:

  • Create awareness of the brand
  • Understand your target audience and develop messaging that appeals to them
  • Work closely with external agencies such as creative agencies to promote different campaigns and produce marketing collateral
  • Write, schedule, and publish content on various social media channels
  • Maintain and update files and customer information
  • Organise and attend exhibitions and events
  • Write press releases to generate interest in the brand

Marketing Interns

Similar to marketing executive, a marketing intern is an entry level position after you have finished your education.

In this role, you are responsible for assisting marketing communications under the supervision of a marketing manager. You will offer support to various departments and must be able to work in a fast paced environment, soaking up different pieces of information.

You will contribute ideas and help develop different marketing campaigns, identifying ways you can improve to maximise profits for the business. You will also support the broader marketing team in administrative tasks such as creating purchase orders and raising invoices where necessary.

To be successful as a marketing intern, you need to be enthusiastic and willing to learn as you will be exposed to all areas of marketing. You are at the beginning of your marketing career, so you need to show that you are taking the role seriously.

Organisation is also key as you will work with various teams across the business and you must be able to prioritise your workload.

When working as a Marketing Intern, your main duties will involve:

  • Perform market research on competitors
  • Support the marketing team in daily administrative tasks
  • Prepare presentations for different departments as and when required
  • Help distribute marketing materials
  • Help manage and update different systems so that all customer information is accurate
  • Help with the planning and hosting of events

man writing on a whiteboard

Product Marketing Job Descriptions

With product marketing, the job descriptions tend to be roughly the same for the most part. One of the key differences this time around is that these companies have something to sell. A product that exists in either a physical or digital space.

What that product is will differ from company to company. Some might operate in the beauty market (i.e. skin care), whereas others could sell smart platforms to other businesses.

Like with standard marketing descriptions, these roles can blend into one another or share similar responsibilities and/or duties.

And don’t forget, alongside working in house, product marketers can also go and work at any number of excellent product marketing companies.

Product Marketing Apprentice

A product marketing apprentice handles general activities, typically left by a marketing assistant or executive.

Some apprentices might report directly to the product marketing manager. Still, this varies from place to place.

Apprentices are typically those still in education, or have opted to go straight into a sector of their choosing, bypassing higher education completely.

An apprentice is someone who starts off at the ground level of a company. The role is different to an intern position as apprentices are usually paid for their work.

Most apprentices evolve into assistants, and even executives, in time. They’re taught everything about the business – this includes everything there is to know about the product.

You need to be somewhat of a sponge to all information if you’re going to become a product marketing apprentice. After all, a job isn’t always guaranteed.

You’ll need to prove yourself if you’re to level up within a company. The goal of the apprentice is to develop, to become a prospect of sorts that works their way up the ladder.

When working as a Product Marketing Apprentice, your main duties will involve:

  • Perform analysis to uncover creative product marketing pathways
  • Gather product feedback from established customers
  • General testing of the product itself (depending on the product in question)
  • Assist other members of the product marketing department in ways they see fit

Product Marketing Assistant

Just above the product marketing apprentice is the product marketing assistant, someone who should have a better understanding of the company. Not to mention have more responsibilities.

For example, a product marketing assistant is often responsible for overseeing most, if not all communications to the public, be it through advertising or social media.

You’ll pick up a lot of creative-based tasks as an assistant, giving a voice to the product in a way.

Copywriting takes up a massive chunk of a product marketing assistant’s time. Their goal is to develop campaigns, fleshing them out with the help of a product marketing executive or manager.

They’ll also complete general admin tasks to assist other members of the team. This role might also include communicating with those outside of the company.

Again, this is similar to an apprentice, only the jobs they’re given tend to be a lot more complicated in contrast. There’s a lot more responsibility with this role.

When working as a Product Marketing Assistant, your main duties involve:

  • Create copy tied to the marketing campaigns associated with the product itself
  • Support the team on a day-to-day basis where applicable
  • Help plan and execute effective product marketing campaigns
  • Liaise with suppliers, factories and customers to source key info
  • Accurately input and maintain important data
  • Help out in organising events tied to the product

Product Marketing Executive

Even more responsibility is given to a product marketing executive, but you already knew that from the title, didn’t you?

Product marketing executives handle the bulk of the creative, distributing tasks to the assistants and apprentices in turn.

They are members of the team with a fair amount of creative autonomy.

Product marketing executives will run the social media and email marketing strategies by hand as told by someone from a managing position.

They need to be experts at spinning plates, as they’ll often need to juggle multiple tasks simultaneously. Impeccable organisation/communicationskills are a must for this type of role.

Without them, you’re just a stick in the mud, complete with a product that isn’t selling as well as it could.

When working as a Product Marketing Executive, your main duties involve:

  • Support the marketing manager in planning unique campaign strategies
  • Run email marketing/social media marketing channels
  • Work alongside other departments to deliver clear product marketing
  • Organise and plan exhibitions and events
  • Capitalise on market trends to maximise visibility
  • Create engaging content that helps sell the product to those not in-the-know

Product Marketing Manager

A product marketing manager oversees a lot of the strategies put in place. In fact, most of these strategies will be put in place by this person, with help from the product marketing executive.

As we’ve touched on above, a manager is someone who spearheads full campaigns. These people will work side by side with production and sales to help sell a specific product.

These managers are responsible for the branding, messaging and positioning of a product. In other words, these people are thinking big picture.

Those under them will flesh out some of the more intricate details.

An effective product marketing manager will need to be authoritative, as they are responsible for ensuring everything runs smoothly and that everyone knows what they’re doing.

When working as a Product Marketing Manager, your main duties involve:

  • Work extensively with other departments to create optimised marketing strategies
  • Create digital/non-digital strategies to help sell units
  • Manage overall proposition and distribution
  • Hire and look after employees within the product marketing team
  • Meet with higher ups to discuss the progress of the department

Product Marketing Director

Managers answer to the the product marketing director, someone who sits at the head of the table in terms of the product marketing department.

Directors will work with stakeholders and other key players involved in the business. Meaning they tend to be out of the office a lot, travelling the world in some cases.

Most product marketing directors have a bachelors degree – some even have master’s degrees – and have worked their way up from a managerial position to be where they’re at.

Product marketing directors get the final say in the large scale decisions of the department. Similar to a director on a movie set in that they get to steer the vision of how the product is marketed overall.

They’re also paid the best out of every other player in the product marketing department. It’s a lucrative position, one that most product marketing managers aspire to achieve.

When working as a Product Marketing Director, your main duties involve:

  • Develop and oversee every aspect of the product marketing department
  • Work alongside stakeholders and key figures in other departments of the company
  • Lead product launches and associate marketing efforts
  • Increase awareness through brand awareness and leads

Photograph of a person working on a laptop

Brand Marketing Job Descriptions

So we’ve covered product marketing and the various jobs attached to it. But what about brand marketing?

Brand marketing is a lot different, as you can imagine. With brand marketing, the goal is to promote/boost the name recognition/reputation of the brand itself.

Branding tends to trump everything else about a business as customers develop core relationships with these names.

Marketing job descriptions of the branding kind will require a different approach, one that champions originality where possible.

You could be the best in your market from a product/service standpoint. But your branding needs to be of a certain level for some to really grasp what you’re about and what you can do for them.

Hence the need for brand marketing.

Raise the profile of the brand, and the rest should fall into place.

Brand Marketing Apprentice

Like with product marketing job descriptions (the apprentice kind), a brand marketing apprentice will sit at the low end of the company totem pole.

This role is an entry level position, meaning not a lot of experience will be required to get a foot in the door. Still, any sort of interest in the field, or the brand itself, will go a long way in terms of getting yourself noticed.

Since your department is brand-related, your tasks will involve everything from scouting competitors to general admin.

You might also be asked to scroll through social media to see how brands are communicated with.

Brand marketing job descriptions tied to apprentices aren’t that complicated. Almost all of them will have a social media component.

When working as a Brand Marketing Apprentice, your main duties involve:

  • Researching the brand itself while monitoring how people communicate with it
  • Assist other members of the team where possible through general tasks
  • Conduct surveys to gain insight on the brand/room for improvement
  • Help organise meetings between multiple members of the department as standard

Brand Marketing Assistant

The brand marketing assistant will ensure that the needs of the marketing executive are met. Furthermore, these employees will have their own list of responsibilities/objectives.

The hint is in the name, they ‘assist’ wherever possible. Reading any marketing job description with the ‘Brand Marketing Assistant’ label will tell you that this is a support-based role.

And support you will.

In this role, individuals will be given the opportunity to develop their own skills and understand the brand from a basic level.

Decent brand marketing assistants should be highly organised, and have an inherent need to learn.

When working as a Brand Marketing Assistant, your main duties involve:

  • Assisting with the marketing process and all of its internal functions
  • Build key relationships with members of the team as you progress career-wise
  • Support the brand itself through projects and deliverables where applicable
  • Help with brand strategies alongside a brand marketing executive

Brand Marketing Executive

Brand marketing strategies need people to help bring ideas to life. This is where the brand marketing executives enter the picture.

The brand marketing executive will work on a wide range of tasks – everything from standard copywriting to extensive advertising campaigns.

Anywhere a manager needs them, to be specific.

Some might also work on internal-based communications via newsletters and things like that. At the root of everything a brand marketing exec does is the brand – it underpins everything.

Those that are passionate about the brand often succeed where others don’t. The dedicated types will often move into brand management roles as they have a clear understanding of how a brand is seen and its characteristics.

When working as a Brand Marketing Executive, your main duties involve:

  • Assist the brand marketing manager in all aspects of brand marketing
  • Focus on promotions, marketing support and internal communications
  • Work on POS, online communications and branding campaigns
  • Organise events and product launches

Brand Marketing Manager

Developing key brand strategies and brand growth opportunities are vital for brand marketing managers. They need to think about the short term and the long term – shifting focus back and forth where necessary.

Most brand marketing managers show important leadership skills – often accompanied by a relevant degree.

All marketing job descriptions with a management element ask applicants to showcase examples of where they’ve shown critical thinking in the past. Usually, in a previous management role or scenario.

You should always think of something unique to you when answering this question. An answer that has a branding edge could put you ahead of other applicants.

When working as a Brand Marketing Manager, your main duties involve:

  • Identify new opportunities for brand growth
  • Manage other members of the branding team and keep them on the right track
  • Stay current on the latest branding trends and strategies
  • Own the development and messaging of the brand narrative
  • Utilise budgets effectively to deliver on branding campaigns

Brand Marketing Director

Driving attention to the brand in an internal/external fashion is one of the major considerations of a brand marketing director.

These individuals are action orientated – coming at branding opportunities from a tactical position. They need to be on top of their respective game if the brand is to gain notoriety in desired demographics.

The role is highly collaborative too. It involves working with other important departments in the company to create effective strategies. Strategies that push the brand forwards in more ways than one.

Directors in brand marketing will need to be analytical and creative at the same time, for obvious reasons.

Brands have a lot riding on its image, making the brand marketing director role a very important one to say the least.

When working as a Brand Marketing Director, your main duties involve:

  • Coming up with effective brand strategies that take advantage of trends/data
  • Motivate others within the organisation to build the profile of the brand
  • Having relevant experience in SEM/SEO, social media, email and every other brand-boosting strategies
  • Communicate the goals/strategies of the brand to executives and external partners

Head of Brand Marketing

The head of brand marketing is a title that belongs to someone who is responsible for the creation and placement of advertising. Advertising that pushes the initiatives of the overall company, covering every department.

This marketing job role won’t be for everyone. It involves a different level of thinking – while leaving enough room to adapt on-the-fly. He/she needs to be comfortable with operating both offline and online.

Brand design, partnership opportunities, content, PR and advertising are all covered by the head of brand marketing. No small task when you consider the size of some brands.

Still, they all started somewhere. Most worked their way up from an entry level position. Others were poached by rival companies.

When working as a Head of Brand Marketing, your main duties involve:

  • Allocate budget for all relevant departments within the company
  • Ensure that strategies capitalise on achieving a high return on investment (ROI)
  • Is responsible for all forms of brand marketing, relaying information to others
  • Ensures consistency across the company
  • Has a keen eye for market analysis and strategy

VP of Brand

VP stands for Vice President for those that don’t know.

These individuals take responsibility for the overall success or failure of the marketing tied to the company they work for.

They lead where others follow, which is partly why the role pays so well. Like other marketing job descriptions, the VP of brand won’t be for everyone as it requires a unique thinker. One that gets results.

Most VPs are highly qualified, sporting a MA as a bare minimum. Those without a master’s degree often work in a company for years, flitting between roles before landing what some would call “a dream job.”

It’s one of the hardest corporate jobs there is as people look to you for guidance.

When working as a VP of Brand, your main duties involve:

  • Analyse existing branding/marketing strategies and build on them
  • Lead others in a bid to improve every aspect of the brand
  • Set yearly, monthly and yearly targets for everyone to follow
  • Closely monitor new trends in the branding space
  • Be an example of something to strive for
  • Report directly to those in charge

Marketing Job Descriptions: What Do Marketers Do?

After reading this blog, instead of asking ‘what marketers do?’ you might be thinking ‘what do marketers not do?!’

And check out this post if you’re in your first 30 days in a new marketing role.

As you can see from the job categories explored above, marketing is a very mixed bag. It takes someone with a broad range of skills from having an eye for design to being able to interpret data and numbers.

Marketing is measurable, and it’s not enough to just create a good campaign and leave it hanging. Monitoring performance is a big part of this to allow marketers to identify ways they can improve.

If you didn’t already have enough on your plate, the very nature of this role means you’ll be pulled in a number of directions. Whether you work in a small or large organisation, every department from will rely on your services. Marketing is what brings all entities of the business together.

But, there is a way to take some of this pressure off your shoulders.

Whether you’re a:

  • Standalone Marketer
  • Product manager
  • Startup founder
  • or working as part of the marketing department

Canny is here to offer a helping hand. From visual branding, to web presence, to content writing, we provide an end-to-end solution for our clients.

This means you can crack on with other things, knowing your project is in safe hands. Take a look at how we can help or reach out to a member of our friendly team.

Hi, I'm Amy, Content Strategist at Canny. In my day-to-day role, I'm responsible for creating content that gets you noticed and makes you stand out from the competition. Naturally, I love writing and creating engaging copy that brings your brand to life.

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