Creativity in marketing: what does a creative marketer do?

By Indeed Editorial Team

Updated 26 October 2022

Published 29 April 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.

A creative marketer helps a company sell its products and services with the use of creative talent. Creative marketing is a way of making a product unique so that it appeals to potential customers and influences their purchase decisions. An understanding of the required skills and responsibilities of a creative marketer can help you to decide if the role is right for you. In this article, we explain what creative marketers do and the skills that are necessary to be one.

What does a creative marketer do?

A creative marketer promotes products or services with contextual and relatable advertisements, allowing consumers to put themselves into the situations they represent. Creative marketers understand the individuality of their target audience and can make consumers feel directly involved in the promotions. This makes it imperative for them to understand the preferences and behaviours of customers and use technology to position their ads strategically.

Related: Why creativity skills are important and how to develop them

Responsibilities of a creative marketer

A creative manager is responsible for the following tasks:


Branding involves giving a product an identity. A company's brand identity is its personality and voice. It helps make the company unique and instantly recognisable. A creative marketer can use simple everyday elements to captivate an audience with a memorable message. They use visuals and other creative elements to gain and hold the attention of customers.

Related: A guide to branding vs marketing (plus differences)


A promotion is a short-term campaign implemented to draw the awareness of potential customers to a brand or product. A promotion involves communicating a message about the value of a product or service to a brand's potential customers. Creative marketers can make the promotion engaging to quickly gain the attention of their audience and simultaneously deliver the message.

Related: What is business promotion? A comprehensive guide and types

Products and services

The presentation of products and services impacts how they draw people to the market. Product packaging attracts and informs its target audience to encourage sales. Creative marketers use visual elements to make a product stand out. These visual elements can range from the packaging of the product to the design of its webpage.

Customer experience

Creative marketers can develop strategies that help raise customer satisfaction, thereby increasing their loyalty to the brand. These strategies can improve the overall experience of customers when they interact with the company. They include measures such as upgrading the interior design of retail locations, perfecting the user interface of websites and applications and improving on customer service.

Related: How can customer experience mapping affect campaigns?

Visual merchandising

Visual merchandising involves using visuals to tell stories the audience wants to hear. Creative marketers use content, such as videos, quizzes and charts, to capture the audience's attention. Visual merchandising can be as simple as an interesting arrangement of items in a display window.

Related: Discover How To Become a Visual Merchandiser

How to be a successful creative marketer

To be successful in this role, you can ensure you do the following:

1. Work with your customers

Being customer-centric is much more than just creating ads for customers. It's important to understand the modern-day customer is typically informed and aware of other products or services. Some customers might also be creatives. As a creative marketer, it's important to be aware of the experiences and challenges of customers. This helps you understand how their minds work, which then allows you to focus your campaign specifically on them.

When customers realise a company understands their challenges from their point of view and wants to work together to solve these challenges through the product or service it offers, they usually stay loyal to the brand, which helps to increase the company's sales and reach.

2. Make everyone part of your team

To increase the reach of a brand, it's important to make sure everyone you work with upholds its vision, and this includes your customers. For instance, you cannot just pay for ads and expect your sales to increase. It's paramount that you allow people to interact with the ads, give their views or share the ads with other potential customers.

By educating a company's employees on the vision and mission of the company, a creative marketer can ensure they talk about the company's product or service subconsciously, even outside working hours. This is an effective way of making employees outside of the marketing department subconscious marketers. To improve brand presence, you can create campaigns and offer prizes for getting customers to talk about a brand on their social media and other communication mediums.

Related: 9 workplace collaboration benefits

3. Make creative use of your performance metrics

The ability to measure engagement on social media means you can be sure of which methods work and which ones are less effective. Access to this metric can help you motivate both yourself and other employees to think of better ways to improve sales and productivity. You can use different metrics, such as your revenue return, site visits and social media engagement, to track your marketing performance. You can then evaluate the results periodically and adjust your approach for better performance.

Related: What are metrics in business? (Plus examples and formula)

4. Develop a start-up mentality

The marketing space is vastly different from what it used to be. As a creative marketer, it's important to be proactive and constantly adjust your strategies to the demands of the market. It might not be necessary to wait for long to draw up your long-term marketing plans to help to improve a brand's performance.

To expand the image of a brand, it's important that you follow trends and technologies so you can tailor your strategies to the demands of consumers. To be successful as a creative marketer, it's of great importance that you're innovative and agile in your approach so you can meet the goals you set for the brand.

5. Pay attention to the entirety of the customer's experience

As a creative marketer, promoting products to consumers isn't your only responsibility. It's necessary to ensure all stages of a customer's interaction with the brand are positive. You can do this by making the product's packaging visually satisfying and ensuring its website is appealing and easy to use. It's vital that you interact with customers even after they complete their purchase by providing excellent after-sales relationships and support. This helps ensure customer satisfaction.

Related: 15 tips for improving your creativity in the workplace

Important skills that employers value in a creative marketer

  • Communication: Communication skills are important for creative marketers as marketing involves talking about products and brands and listening to the public. You also need communication skills to interact with your team and other members of the company.

  • Public speaking: It's important to possess public speaking skills as you may want to promote marketing ideas to large groups. This in itself is a form of marketing as you're trying to make a group of people see why they're investing in your idea.

  • Analytical thinking: This skill is important because marketing involves carrying out research that might form the basis of your marketing strategy. To succeed as a creative marketer, it's essential that you're able to make conclusions from survey results and market evaluations.

  • Creativity: Creative marketers are responsible for coming up with unique and creative concepts and ideas for reaching the target audience. They also use strong creative design skills to create product packaging.

  • Negotiation: Being able to negotiate is an advantageous skill for a creative marketer. This allows you to manage your resources and achieve the best results.

  • Proficient with technology: To succeed as a creative marketer, it's important that you're competent with certain tools and software that are essential to the field. You're also expected to have adequate digital and social media skills.

  • Adaptability: Creative marketing might require you to work with demanding deadlines. The ability to work under pressure while conforming to deadlines and solving problems is indispensable in a creative marketer.

  • Attention to detail: A creative marketer's work is the image of the brand, which gets seen by all who interact with it. The ability to notice even the smallest mistakes is essential in creative marketing as you can't afford to taint the company's image or give customers wrong information.

Related: Marketer skills: definition and examples

Where do creative marketers work?

A creative marketer can work for any organisation that offers products or services to customers. This means a creative marketer can work for virtually any organisation. They can work full-time with one company, independently as contractors or with more than one organisation simultaneously.

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