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Marketing executive

Marketing executive

Sales, marketing and procurement

Level 4 - Higher Technical Occupation

Helping to shape, support and deliver marketing plans, working in conjunction with the Marketing Manager.

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Reference: OCC0596

Status: assignment_turned_inApproved occupation

Average (median) salary: £29,162 per year

SOC 2020 code: 3554 Marketing associate professionals

SOC 2020 sub unit groups:

  • 3554/01 Advertising and marketing executives
  • 3556/01 Brand managers

Technical Education Products

ST0596:

Marketing executive

(Level 4)

Approved for delivery

Employers involved in creating the standard:

A F Selection, British Airways, Bauer Media Group, Birmingham City University, British Engines, British Telecommunications PLC, Clarks Ltd, Portsmouth City Council, Mercedes Benz Financial Services UK Ltd, Plott Creative, Prospects Services, Seetec

Summary

Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences. Occupations in marketing span most industries and sectors and the roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns. A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy. A highly audience focused role which requires creativity, communication and project management skills - these individuals are responsible for planning and executing tactical and targeted marketing activity. Typical responsibilities include: Managing and maintaining key marketing channels, including digital, offline and social media Planning and delivering tactical integrated marketing campaigns Managing the production and distribution of marketing materials Liaising and networking with a range of stakeholders including customers, colleagues, suppliers (incl. agencies) and partner organisations Collecting and analysing research information to understand target audience behaviour and views across the market in general and the marketing mix Assisting in the achievement of brand positioning to agreed guidelines Organising and attending events such as conferences, seminars, receptions and exhibitions.

Employers involved in creating the standard:

A F Selection, British Airways, Bauer Media Group, Birmingham City University, British Engines, British Telecommunications PLC, Clarks Ltd, Portsmouth City Council, Mercedes Benz Financial Services UK Ltd, Plott Creative, Prospects Services, Seetec

Typical job titles include:

Communications Executive
Communications Specialist
Marketing and Communications Officer
Marketing Executive
Marketing Officer
Marketing Specialist

Keywords:

Brand Manager
Brands
Manager
Marketing
Marketing Executive
Procurement
Sales
Social Media

Knowledge, skills and behaviours (KSBs)

K1: The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7P's: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation
K2: The concepts of brand positioning and management and implementing process to support corporate reputation
K3: The principles of stakeholder management and customer relationship management (CRM), both internal and external, to facilitate effective cross-functional relationships internally, and channel and customer relationships externally
K4: The characteristics and plans of the business and sector they work within, including their vision and values
K5: How marketing contributes to achieving wider business objectives
K6: The target audience's decision making process and how that can influence marketing activities
K7: The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations
K8: The principles of effective market research and how this can influence marketing activity e.g. valid data collection sources and methodologies and usage, including digital sources, and when to use quantitative and qualitative methods
K9: Basic principles of product development and product/service portfolios
K10: The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution
K11: The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these

S1: Coordinate and maintain key marketing channels (both digital and offline)
S2: Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives
S3: Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate
S4: Produce a wide range of creative and effective communications, including ability to write and proofread clear and innovative copy, project briefs, and give confident presentations
S5: Able to engage and collaborate with a wide range of clients/stakeholders, across departments internally and with clients/suppliers externally to support marketing outcomes as required
S6: Use good project and time management to deliver projects/tasks/events as appropriate, effectively. Including the ability to divide time effectively between reporting, planning and delivery
S7: Coordinate several marketing campaigns/projects/events to agreed deadlines
S8: Effectively liaise with, and manage, internal and external stakeholders including suppliers to deliver required outcomes
S9: Monitor project budgets within their scope of work using appropriate systems and controls
S10: Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources
S11: Assimilate and analyse data and information from a range of sources to support marketing activities
S12: Evaluate data and research findings to derive insights to support improvements to future campaigns
S13: Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy
S14: Use appropriate technologies to deliver marketing outcomes e.g. digital/web analytics, social media, CRM

B1: A tenacious and driven approach to see projects through to completion
B2: Being a proven "self-starter" and have an adaptable approach to meet changing work priorities
B3: A creative and analytical mind, with a willingness to think of new ways of doing things
B4: They come up with ideas and solutions to support the delivery of their work
B5: A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result
B6: A high level of professionalism, reliability and dependability with a passion for the customer
B7: A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others
B8: Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity

Occupational Progression

This occupational progression map shows technical occupations that have transferable knowledge and skills.

In this map, the focused occupation is highlighted in yellow. The arrows indicate where transferable knowledge and skills exist between two occupations. This map shows some of the strongest progression links between the focused occupation and other occupations.

It is anticipated that individuals would be required to undertake further learning or training to progress to and from occupations. To find out more about an occupation featured in the progression map, including the learning options available, click the occupation.

Progression decisions have been reached by comparing the knowledge and skills statements between occupational standards, combined with individualised learner movement data.

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Level 4

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Level 6

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Level 6

Sales, marketing and procurement