What does a marketing coordinator do? (Duties and skills)
By Indeed Editorial Team
Published 11 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 coordinators are valuable marketing team members, responsible for carrying out essential marketing duties and fostering cross-departmental collaboration. Typical responsibilities of a marketing coordinator can include implementing marketing strategies, tracking sales metrics and coordinating efforts with other teams. If you're interested in becoming a marketing coordinator, it's necessary to understand the purpose of a marketing coordinator's role and what it's like to work as a marketing coordinator. In this article, we explore 'What does a marketing coordinator do?' and 'What skills do marketing coordinators have?'
What does a marketing coordinator do?
Marketing coordinators are generalists within the marketing department who work cross-departmentally to support the efforts of marketing specialists. Marketing coordinators may carry out general marketing responsibilities while training to become marketing specialists. As key members of an organisation's marketing team, marketing coordinators are responsible for developing and implementing strategies to increase sales, build brand recognition and boost the company's profitability. This requires supporting marketing team members in different tasks relating to event management, advertising, communications, market research and social media.
Marketing coordinators can take part in any activities within the marketing department depending on an organisation's needs and they may also work to align the activities and objectives of the marketing department with those of other departments within the organisation. For example, marketing coordinators may regularly contact members of staff within sales or executive teams to discuss marketing projects, sales data and wider strategy.
Marketing coordinator responsibilities
Below is a list of some of the most common duties for marketing coordinators:
Researching vendors and market trends
A key aspect of the role is researching other vendors and analysing market trends. This involves conducting research on competitors within your organisation's sector, finding out what products they sell, how profitable these products are and how an organisation markets them to their target demographic. This research can help to inform an organisation's marketing strategies and help marketing coordinators to make more effective decisions on what products and services might sell best. Alongside conducting research on market trends, marketing coordinators may also organise and present this data to colleagues and stakeholders.
Tracking marketing metrics and sales data
An important part of understanding the market that an organisation is operating in is tracking sales data and other key marketing metrics. Marketing coordinators are responsible for tracking how various marketing campaigns are performing which involves recording key metrics such as sales by region or product, conversion rates and individual salesperson performance. Monitoring these metrics helps marketing departments understand the impact their campaigns have on sales and other operations and informs the design and creation of more effective future marketing campaigns.
Implementing marketing campaigns
Marketing campaigns work alongside other marketing professionals to design and implement marketing campaigns. Marketing campaigns might include offline campaigns in print media such as magazines and newspapers, plus digital campaigns such as paid search advertising and social media marketing. Marketing coordinators work within a marketing team to determine what kind of campaign to run, what the target audience of a campaign is, what budget a campaign has and the campaign timeline. They also use organisational skills and communication skills to collaborate with other departments and plan how each department contributes to the project.
Liaising with other departments
Marketing coordinators are often responsible for coordinating the marketing department's efforts with those of related teams including sales and product design. Marketing coordinators communicate with other departments to provide feedback on overall results, make requests for data and streamline operational activities in line with organisational objectives. For example, they might consult with sales staff to gain feedback on the impact of a recent marketing campaign on the sales of a particular product before liaising with executive staff to discuss how this information could inform organisation-wise strategies.
Creating original marketing content
Marketing coordinators also carry out creative duties when designing and implementing new marketing campaigns. Marketing coordinators with additional skills in digital design or content writing contribute to the creation of marketing campaigns by designing images and graphics and writing blog posts and articles. They might also be responsible for creating social media posts and writing newsletters or emails, plus directing the creation of online video content and even advertisements. Marketing coordinators have the opportunity to explore all aspects of marketing as part of this role.
Supporting sales staff
Marketing coordinators are responsible for supporting sales staff by providing sales data and marketing metrics that might increase the effectiveness of sales operations. For example, marketing teams might conduct research on which products and services appeal to which demographics. Sales professionals can use this data to inform their efforts and focus on those customers most likely to purchase products or services. Sales staff may also provide marketing coordinators with valuable feedback relating to problems with marketing campaigns or customer complaints and queries.
What is it like to be a marketing coordinator?
Marketing coordinators work core office hours of 9 am to 6 pm Monday to Friday with some occasional overtime on evenings and weekends during busy periods. They spend most of their time working in an office, which involves long hours working at a desk with a computer. A marketing coordinator's day consists of carrying out marketing tasks and research and attending meetings with other marketing staff members and staff from different departments. They may also occasionally travel to meetings with clients outside of the office, although further travel and overnight stays are rarely necessary for this industry.
Most marketing coordinators work for the marketing departments of organisations in both the public and private sectors. Marketing coordinators could work with councils, charities and not-for-profit organisations and private companies in retail, hospitality, engineering and construction. Marketing coordinators are general marketing professionals who may work their way up to more senior roles, including marketing manager and marketing director after spending some time as a marketing coordinator.
What essential skills do marketing coordinators have?
Marketing coordinators possess a range of soft and hard skills that enable them to carry out their responsibilities effectively. Good marketing professionals are capable of working well both independently and as part of a team and know how to make decisions that further an organisation's objectives. Below are some of the most important soft skills for marketing coordinators:
Marketing coordinator jobs require strong teamwork skills because they carry out most of their responsibilities in collaboration with the wider marketing team. It's essential that marketing coordinators consider the needs of the entire team before moving forward with projects and know how to work effectively with team members from a range of professional backgrounds. Good conflict resolution skills, interpersonal skills and time management skills are essential to promote effective teamwork.
It's essential for marketing coordinators to have strong written and verbal communication skills. This enables them to collaborate effectively with team members and communicate clearly with clients and stakeholders. Strong written skills are useful when communicating via email and writing marketing reports and presentations on market research and sales data. Other soft skills, including empathy and non-verbal communication skills, could also help to build stronger relationships with your colleagues and communicate more effectively.
It's essential that marketing coordinators are capable of creative thinking. Creativity is necessary when creating original content for marketing campaigns and applying lessons learned from market research to content creation. Marketing coordinators may write blogs and social media posts to attract new customers or design campaign imagery and concepts in advance of a new campaign launch.
Analytical skills are important because they enable marketing coordinators to identify patterns in marketing trends and sales data. It's essential for them know how to analyse data to gain meaningful insights into customer behaviour and campaign effectiveness. This helps them ascertain how successful a particular marketing campaign is and use this information to improve future campaigns.
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