7 advertising roles: responsibilities and salary estimates

By Indeed Editorial Team

Published 4 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Marketing is a constantly shifting and evolving industry, especially since the Internet rose to such a prominent position in day to day life. The bulk of online monetisation comes from marketing, and a number of roles involve selling marketing space and creating materials to fill it. It can be difficult to establish which role is ideal for you. In this article, we provide more information about the advertising roles on offer and what you can expect to earn in the world of advertising.

What are advertising roles?

Advertising roles consist of various different tasks, from the creation and maintenance of space for other companies to place their materials to the design and manufacture of physical marketing materials such as posters and billboards. Any role revolving around the selling of a product or service falls into the advertising field. These roles are fundamentally different from those found in other fields, such as product design, which often involves developing unfinished products. Below are some of the most common roles you might find in the advertising industry and what tasks they require on a day to day basis:

1. Graphic designer

National average salary: £25,646 per year

Primary duties: A graphic designer is responsible for thinking up and creating the images used in a marketing campaign. For example, if an animated scene is necessary for the branding of a new product, it would be the responsibility of the graphic designer to receive a brief from the marketing manager and convert this into something the company could use in the marketing campaign. The key skills for this role include being able to communicate well to understand the briefs correctly and the ability to work within very tight time limits, as product launches often have strict deadlines.

This is a role you can enter without having specialist qualifications. The growth of the Internet has meant that artists are increasingly able to open blogs and host their own artwork as a portfolio of their skills. Although you can follow the traditional route of taking an art or design course in university and follow this through to applying for jobs in the industry, it's far less vital to have these qualifications in the modern market.

Related: 35 graphic design interview questions (with sample answers)

2. Video editor

National average salary: £24,707 per year

Primary duties: In the same way that a graphic designer is responsible for the creation of digital art that becomes posters and other marketing materials, a video editor is responsible for turning raw footage, whether stock footage or specific footage filmed by the organisation, into useful advertising videos. Video editors produce marketing materials for various popular digital platforms, analogue formats such as television or even for in-house use such as on a website or to demonstrate the performance of the business to investors.

As in the case of graphic designers, companies usually hire video editors on the strength of their portfolios rather than qualifications. With a number of popular online platforms offering video hosting services, prospective video editors can upload evidence of their work for potential employers as part of their CV. This means that, with a computer and the video software of your choice, you can learn enough about video editing to work towards a career as a video editor.

3. Data analyst

National average salary: £31,954 per year

Primary duties: The majority of advertising is currently completed in the digital landscape, with website banners and videos being a key way of getting your company's image out. It can be difficult to get an accurate idea of just how successful these methods are without the thorough use of data and analytics. A data analyst is responsible for assessing all of the data surrounding a company's marketing campaigns and looking for patterns that lead to an ideal response.

To get into this field, you may want to have a higher educational background in a related or relevant subject. This could include mathematics, economics or computing, so long as it has a close relation to modelling data and building conclusions from the information you extract. Although you may have an interest in data analysis without this background, it's incredibly difficult to build up a public portfolio on your use of data as a lot of marketing data has limited or confidential use.

4. Affiliate marketing manager

National average salary: £36,488 per year

Primary duties: If you're an avid user of various social media platforms, you may be aware of the increasing number of influencers looking to reach their viewers by advertising a selection of products. These range from games to in-home meal services tailored to the influencer's personal viewing audience. Sponsorships and affiliations such as this are typically the responsibility of an affiliate marketing manager.

To become an affiliate marketing manager, you typically require pre-existing qualifications. To find the right creators for an audience that's susceptible to your product, it's important to have a background in understanding customer wants and needs. Holding a degree in marketing or public relations can be very useful. As affiliate programmes are relatively new phenomena, there are relatively few established routes to becoming an affiliate marketing manager at present.

Related: Marketing vs PR: key differences and 10 career options

5. Content writer

National average salary: £25,005 per year

Primary duties: A content writer's role is to take in a brief offered by a client and create written content that suits the brief in question. Content writers can come in a few different forms, with internal content writers writing for a single company. This is in sharp contrast to external content writers, who work either on a freelance basis or as a part of a larger company. To be a content writer, you require a strong understanding of both the English language and various digital writing tools.

Being able to provide at least A-level grades in relevant subjects is strong evidence of your ability to write well, but you may also write a sample when working through the job application process. This stage has less meaning if you've previously worked as a freelance content writer, as your existing portfolio and successes could be strong enough examples of your ability to write marketing materials for new products.

6. Marketing coordinator

National average salary: £25,040 per year

Primary duties: Depending on the size of your company and the importance of the product you're marketing at the time, you may be dealing with dozens of different marketing outlets at once. From video production and written work to posters going up around the country, ensuring a coherent vision in all of the marketing material is key to making the product seem professional and holding the attention of potential buyers. This is where a marketing coordinator is important.

Marketing coordinators work closely with marketing managers to ensure that every step of the marketing process, along with every marketing outlet, is working towards the same product vision. Expect to require a degree in marketing and some experience in the industry to get this role, as a marketing coordinator helps to direct a marketing campaign and prevents it from splintering into several smaller campaigns that may fragment the company's efforts. Applicants tend to gain promotion into this role from within, as an understanding of the company is beneficial.

Related: 33 marketing manager interview questions and sample answers

7. Marketing manager

National average salary: £37,330 per year

Primary duties: A marketing manager is the highest role in any company's marketing department. With oversight over all of the company's marketing campaigns, a marketing manager is responsible for ensuring that there's a coherent and consistent message being sent out by the company at all times, demonstrating to customers and clients that the business has a clear image.

This is rarely a low-pressure job but can be especially rewarding for the right candidate. To become a marketing manager, a degree in marketing or a related field along with previous experience as a manager is a requirement. This is because the range of different tasks to keep track of at all times is extremely difficult for a management newcomer to handle. Thanks to this difficulty, companies tend to promote from within to ensure that their marketing manager is capable of running an entire marketing department and is familiar with the company's operations.

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries‌ ‌may‌ ‌‌vary‌‌ ‌depending‌ ‌on‌ ‌the‌ ‌hiring‌ ‌organisation‌ ‌and‌ ‌a‌ ‌candidate's‌ ‌experience,‌ ‌academic‌ background‌ ‌and‌ ‌location.‌

Explore more articles