What Does A Marketing Director Do?
The head of a company’s marketing department is the marketing director. In this role, marketing directors are responsible for strategizing and implementing the organization’s marketing campaigns. They see to it that the marketing projects are not only finished on time but bring in profit for the firm or the client. Marketing directors may either work in-house for a corporation or as a marketing director for a marketing agency handling various clients.
The role of marketing directors involves looking at trends in the industry. They also continually reevaluate the marketing tools that are available for them to ensure that they still remain competitive. Analyzing the target audience is an important job that marketing directors do before they proceed with product promotion. This means that they have to determine who the product is for and what their characteristics are.
Armed with this information, marketing directors are able to set the selling price for the product that the company is promoting. This price point is the middle ground that marketing directors believe will be patronized by clients while bringing in profits for the firm.
The work of marketing directors is challenging because they play a very huge role on the product’s performance in the market. Creating buzz about the product through advertising and other campaigns is just the first step. The more challenging part is coming up with a sales strategy that will actually convince the target audience to buy the product being marketed. If this fails, the company will suffer.
In order to determine if a particular promotional strategy is working, marketing directors have to regularly look at the sales figures. If these show customers are buying the product then it is a signal for them to continue with their current approach. If the sales are not improving, or worse, plummeting, then it tells the marketing director to go back to the drawing board and come up with new plans and promotions with the help of the other members of the marketing team.
Marketing directors have to be constantly on the lookout for the company’s image and reputation even as they continually assess its marketplace standing. This means constantly meeting the needs of its clientele even as the company puts forward the products and services to the public to ensure that these needs are being met. Marketing directors do not only have to know how the marketing department operates but also need to have knowledge about the other aspects of company operations.
For marketing directors to come up with a marketing strategy that works, they have to know what the latest trends are in the segment where they are planning to introduce their product. Analyzing trends requires research and marketing directors may do this themselves or they may designate a staff member to do it for them. Even if they assign the research to someone else, they still need to oversee the job and double check to ensure that they are being given the proper data. Accuracy is important since the promotional gimmicks and sales strategies that they will be initiating will be based on the figures and information found in the research.
Delegating responsibility is a task that marketing directors need to be comfortable doing. The scope of the job can be overwhelming for someone who does not know how or isn’t comfortable with delegating tasks. Marketing directors need to give responsibilities to other members of their team so they can concentrate on the more important job of crafting a promotional strategy that will really increase the company’s bottom line.
Marketing directors need to have excellent interpersonal and leadership skills. They have to meet the members of their staff and even the directors and managers of other departments regularly to get updates on or talk about projects and other important matters. They also need to know how to accept failure and evaluate how and why a particular approach did not succeed so that the same mistake won’t happen again in future projects. Marketing directors also need to be firm when it comes to setting deadlines and setting expectations to their marketing team.
Although marketing directors work full-time during regular hours, many of them extend their work hours so that they can deliver expected results. This is especially true for those who are working in marketing agencies and are trying to beat a deadline for a client project.