Some marketing directors don't manage anyone at all and instead work collaboratively with creative directors, art directors, communications directors, and public relations directors to shape an organization's brand message.
So, what does a marketing director do? Most marketing directors strategize and analyze, manage colleagues and clients, and guide the development of marketing campaigns. How that translates into a director's day-to-day duties can vary from company to company. In this article, we cover:.
The director of marketing role is one of the most essential positions in marketing, but also one of the hardest to describe. Drop 'what does a marketing director do? That's because marketing directors work in so many different industries. A director of marketing at a huge pharmaceutical company may spend their days in ways that look quite different from the typical day of a marketing communications director at a small nonprofit organization.
Let's look at a high-level description of the marketing director role first. Marketing directors are responsible for managing internal and external branding, marketing, and communications strategies for their organizations. At smaller companies, marketing director is often a hands-on position. The person in that role might handle just about every aspect of marketing and communications themselves, from market research to developing creative assets to tracking campaigns. At large companies, a marketing director might spend more time drafting marketing budgets, coordinating with the sales department, creating brand strategy, and signing off on the work of marketing specialists.
Marketing directors at the biggest firms the kind with vast marketing departments may be primarily responsible for identifying markets, segmenting those markets, and determining the potential of each market segment or audience. And then there are marketing directors who specialize in just one area of marketing.
They might be a digital marketing director or a director of social media or a branding director. Given that, it can be hard to pin down just what a marketing director does. A marketing director's responsibilities might include:. There's no such thing as a typical day when you're a director of marketing.
On a given day, the marketing director will inevitably check their email and probably attend one or more meetings. These meetings might involve a new campaign kickoff, a brand marketing brainstorming session, or a discussion of critical projects and deliverables. At points throughout the day, the marketing director may sign off on materials for existing initiatives. The director of marketing might also have a one-on-one with a marketing coordinator or the art director before sitting down to sift through data generated by a recent campaign to find useful trends.
If a campaign has just ended, the marketing director might spend the majority of one day creating a performance report for the board of directors. If a campaign is just beginning, they might lead an all-hands meeting to set project parameters and timelines. A marketing director's duties do indeed vary by industry. That's because companies in different sectors use different channels and techniques to reach their target audiences—and some industries may just treat this role differently as a matter of course.
In sales-focused industries—e. Analytics will be a big part of the job. In B2B industries, the director of marketing may spend more time working on or overseeing networking initiatives. On the other hand, some marketing directors are generalists. Marketing directors who work in advertising or marketing agencies are expected to be jacks of all trades.
They need to be able to brush up quickly on the needs of companies in any industry. To do that, they spend a lot of time interfacing with clients. Whether they have ownership of one account or many accounts depends on the size of the agency and the size of the typical accounts that agency handles.
Employers aren't specifically looking for marketers with certifications, but some marketing directors do choose to pursue professional credentials as a way to showcase their experience and skills. A director of marketing might earn the:. There are also numerous skills-based certifications for marketers, like the various Google Analytics and Google Ads certifications, and others that are offered by digital marketing companies like HubSpot.
These are extremely useful for marketers who are just starting out but probably won't add much value to the resume of a marketing professional at the management level. Some companies use the titles marketing manager and marketing director interchangeably.
A marketing director is responsible for providing direction, guidance and leadership to a marketing department. They typically manage marketing of a business, organization, particular product or group of products.
We are looking to hire a Marketing Director who will be in charge of leading our company's marketing efforts. As a successful hire, you will be responsible for providing guidance to our marketing department by evaluating and developing marketing strategies, planning and coordinating marketing efforts, communicating the marketing plans to those involved, and building awareness and positioning for our company's brands.
Many directors earn a degree in marketing, but other relevant fields include marketing research, information technology and advertising. Marketing directors need experience in many areas, including sales, marketing, computer programs and budgeting. Some directors will come from similar advertising roles like a purchasing agent or a marketing coordinator.
Marketing directors will often undertake their own on-the-job training, as tasks and responsibilities can vary from day to day. Although certifications are not usually a requirement for a marketing director, they can help you stand out when applying for roles.
Certifications you can earn include:. This certification is available through the American Marketing Association and shows your expertise as a marketer. The PCM certification allows you to choose from different tracks, including digital marketing, sales management, content marketing and marketing management. Each certification requires that you successfully pass a question exam.
To maintain the certification, you will need 10 continuing education credits every three years. The HubSpot inbound certification may be beneficial to digital marketing professionals. It requires you to complete several online lessons and successfully pass an assessment. The Google Analytics and AdWords certifications teach you digital marketing skills that will assist with placing Google search ads. You can earn a certification in each by completing the online assessment for each exam.
Each certification is good for one year, after which you must complete the exam again. The PMP certification can help you show strong project management skills. First, you must qualify to sit for the exam through a combination of education, experience and specific project management classes. Then, you must successfully pass a rigorous exam before applying for your certification. You will need to reapply for your certification every three years.
Marketing directors will use a wide variety of skills. Leadership and the ability to work in a team are important for managing a marketing department.
Project management skills are also beneficial, as marketing directors are often in charge of multiple projects at once. Marketing directors require the following skills:. Advertising: Advertising skills are crucial in the marketing director role. Aspiring marketing directors should look to refine their knowledge of the advertising industry in their education and entry-level positions.
Creativity: Marketing directors must be creative and routinely come up with new ideas that grab the attention of customers. Those campaigns may then need new ideas after launch to keep them relevant. A director may be in charge of allocating a budget, analyzing costs and comparing year-over-year sales trends.
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