Marketing executive: roles, responsibilities and skills

By Indeed Editorial Team

Updated 30 September 2022

Published 30 November 2021

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.

Sensitising consumers of the availability and usefulness of a product or service requires more than taking the product to the market. It entails knowing the requirements and preferences of the consumers and the best approach to introduce the product or service to the market. Knowing the roles of a marketing executive can help you decide if it's the right career path for you. In this article, we consider what a marketing executive is, their roles and responsibilities, skills required for success and the average salary.

What is a marketing executive?

The marketing executive oversees the marketing procedure of an organisation, including determining consumers' requirements and developing strategies to penetrate the market. They ensure the success of a marketing campaign by working with the marketing department, promotion departments, and sales teams in planning the campaign design, procedure, method, and medium used to maximise conversion.

In several organisations, market executives promote their core existence as part of the organisation's strategic team. They may also work as independent contractors. The size of their wages depends on the organisation's size and their responsibilities.

Related: Marketing executive: role, duties and skills

Roles of a marketing executive

Their roles may include assembling the marketing teams, preparing the marketing plans to meet the required objective, working with graphic designers to produce compelling visuals, testing the campaigns across multiple mediums and estimating the conversion ratio among others. The market executive is a critical player in the success of an organisation, since their role involves ensuring the adoption of the organisation's core existence (the product/service).

The role of a market executive is similar to that of the general manager. The general manager's responsibility is to see to the growth of an organisation by implementing growth-driving principles and taking decisions to further the organisation's progress. Similarly, a market executive's role is to ensure the development of an organisation by formulating strategic steps to ensure the successful adoption of the organisation's product or service.

Responsibilities of a marketing executive

The responsibilities of a market executive include:

  • creating brand awareness and taking the necessary procedures to develop the brand.

  • communicating and building relationships with customers

  • assisting and overseeing the marketing team in planning and executing marketing campaigns

  • sourcing advertising opportunities

  • working with graphic designers to design relevant banners and videos for ad campaigns

  • helping in writing and proofreading marketing copies

  • assisting in producing creative content for marketing campaigns

  • managing social media channels to build an audience

  • organising and attending events to improve the organisation's reputation

  • sourcing and securing sponsorship for relevant projects

  • distributing marketing materials to a targeted audience

  • keeping customer database updated and secured

  • researching the market to determine customers' preferences and requirements

Related: How to write a marketing executive CV

How to become a marketing executive

If you aspire to become a market executive, there are a few steps to consider. Let's explore:

1. Complete an undergraduate degree program

An undergraduate degree is an essential requirement for every aspiring market executive. Courses to consider include accounting, business administration and management, marketing and finance and information systems. Others include statistics, mathematics and computer science.

Related: How to become a marketing director

2. Train as an intern

Training as an intern while in the university is another way to gain work experience while learning. Students can have real-life experience of sales, marketing, public relation, advertising and management during the internship. In addition, the knowledge gained can be helpful after graduation in boosting CV and grasping the job requirement.

Related: 7 interview questions for marketing roles

3. Begin in an entry-level position

Beginning your career in an entry-level position enables you to gain the necessary training to become a market executive. Entry-level positions include marketing assistant, sales representatives and purchasing agent. Typically, a market executive requires at least six years of experience in an entry position before qualifying for an executive position.

Related: Marketing graduate schemes: how to get one and jobs to consider

4. Complete advanced training

If you want a promotion to an executive position, it is necessary to complete advanced training as it aids in being promoted to market executive. The market executive position entails overseeing other marketing professionals, such as research analysts and marketing specialists, hence the need for advanced training. A master's degree is an example of such training. Gaining a master's degree in relevant areas, such as business administration, prepares you for an advanced managerial position. Typically, job postings state advanced training with several years of experience as a requirement for a market executive position.

Related: Types of degrees and how they can influence your career

5. Get professionally certified

Professional certification helps aspiring market executives in building and advancing their careers. It increases job opportunities, aids promotion, increase salary and working benefits. Certifications such as the Level 4 Certificate in Professional Marketing (CIM) are suitable for career advancement.

Related: How to become a management consultant

Marketing executive skills

A market executive requires research, analytical, communication, team-building and other skills. They are essential to becoming effective in the position and may be part of a job requirement. Here's an explanation of the skills:

  • Analytical skills: To be effective in this role, a market executive requires good analytical skills to plan marketing campaigns and execute them. They are to analyse relevant data from the planning stage to the execution stage.

  • Critical thinking: Planning, designing, and strategising to stay ahead of competitors requires critical thinking skills. For example, market executives study available data, analyse it and make decisions from those data. The ability to make decisions requires critical thinking.

  • Communication skills: The role of a market executive involves passing relevant information to the appropriate teams, stakeholders, and clients. Good communication skill is necessary to relay the relevant information.

  • Good sales skills: The role of a market executive is to plan campaigns that sell effectively. You can only develop this skill from years of marketing experience through working in a similar role.

  • Technical skills: A market executive requires the necessary technical skill to plan an effective marketing campaign. These include customer relationship management software (CRM) and database management software (DBM). They also need computer science skills, such as graphic design and web development, to edit graphics and work on landing pages.

  • Customer-oriented: The ability to understand the customer's needs is essential to being successful in this role. The market executive requires knowledge of how the customers view the business, build trust and loyalty with customers, and provide suitable services and products to satisfy customers' requirements.

  • Project management: The role of a marketing manager involves managing marketing campaigns and the team behind the design and execution of the campaign, which is why it's necessary to have project management skills. Being able to use project management software is also essential.

  • Budgeting skills: The ability to allocate budgets to hiring new help, campaign costs, adverts, and every other aspect of a campaign is a necessary skill. Good budgeting saves cost, encourage accountability and performance analysis.

  • Creativity: Creativity is the ability to come up with new ideas. The market executive develops new ideas once an idea stops being productive or has become saturated, leading to increased competition. Creativity is also necessary to design and edit marketing campaigns, including the blueprint, process and graphics.

  • Talent acquisition and development skills: It is the responsibility of the market executive to acquire new talents to form an effective team. They know the skills to look for in new talent and possess the ability to develop new talents to be better at their role.

  • Leadership skills: This position requires leadership. Market executives are responsible for overseeing other members of the marketing team to achieve the organisation's vision. Actualising these requires the ability to have good listening skills, empathy, flexibility, and delegation skills. Being a good leader involves taking the initiative, calling others to action, and finding solutions to problems.

  • Interpersonal and networking skills: Market executives attend organisational meetings to build relationships with potential clients and stakeholders. They also form relationships with their customers and subordinates.

Related: 8 Essential Marketing Manager Skills

Marketing executive salary

A market executive's salary differs according to their positions, locations, and sectors. The average salary for a market executive is £28,603 per year. A junior market executive may receive £23,115 per year while a senior marketing manager earns £50,075 per year.

Related: How much do marketing executives make? (Plus duties)

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries may vary depending on hiring organisation and a candidate's experience, academic background and location. Please note that none of the companies, institutions or organisations mentioned in this article are affiliated with Indeed.

Explore more articles