Marketing specialists help organizations identify the best ways to promote their products and services. This could include assisting in the development, execution, and measurement of the effectiveness of marketing campaigns. Below is an overview of the marketing specialist job description, qualifications, essential skills, work experience, and advancement.
Job Overview: What Does a Marketing Specialist Do?
A marketing specialist leads the marketing and promotion efforts of a company’s products and services. He or she establishes channels or the best way to reach out to customers, increase product awareness, analyze the market condition to ascertain its potentiality, and also build customer loyalty.
Most of these professionals work in the private sector, so they work under pressure to deliver on set targets. While most of their time is spent in the office, they are in touch with customers regularly as well. The minimum qualification for most marketing specialist positions is a bachelor’s degree. The average wage for a marketing specialist is between $55,000 and $65,000 a year.
Marketing Specialist Job Duties
- Collect information on consumer opinions.
- Find out the performance of a company’s marketing campaigns and strategies by analyzing key performance metrics.
- Gather information about the competition, consumer demographics, pricing, distributions, and other relevant information that would help a company know its position on the market.
- Prepare performance reports illustrating findings to senior management.
- Work together with the creative team and staff from other departments to create effective promotional materials while adhering to brand guidelines.
- Develop innovative marketing strategies and campaigns based on solid data, and communicate the recommendations to management.
- Identify effective marketing and promotional channels, including the media channels to be used to deliver the product message to customers.
- Create and manage a digital media strategy.
- Work closely with the sales staff on executing lead generation programs and campaign execution.
Marketing Specialist Job Essential Skills
Creative thinking and problem solving skills. A marketing specialist should be able to analyze a market situation and a large pool of data when developing the best marketing strategies. He or she should also have a mindset geared towards solving business problems.
Communication skills. Good communication skills come in handy when interacting with internal teams and customers. They help put across important insights for senior management.
Interpersonal skills. The majority of the duties of marketing specialists involve working with customers and other staff. So, interpersonal skills will help build the necessary rapport with clients who can provide vital information helpful in designing strategies.
Ability to work under pressure. This field is not devoid of pressure, so people who want to work in it should be prepared to keep their cool even when pressured.
Motivation to succeed in a competitive landscape. There are many people interested in becoming marketing specialists, since this is such a lucrative profession. As a result, the field is quite competitive, and you have to be motivated to succeed in it.
Becoming a Marketing Specialist
The minimum requirement of the marketing specialist job description is a bachelor’s degree in business or a marketing management related course. Candidates with working knowledge of marketing research, communications, and sales are more likely to secure a marketing specialist job.
Though certification is voluntary, it is necessary if a market specialist wants to demonstrate professional competence. On top of this, digital marketing is essential, especially now when most businesses are conducted on the digital marketplace.
Qualifications and Training
Most employers prefer marketing professionals who have a degree in marketing, advertising, or business administration. But if one has a background in marketing research, communications, social sciences, or multimedia, as well as experience in marketing, they will stand a better chance.
Some senior level jobs require a master’s degree as a minimum qualification. A master’s qualification is also suitable if one wants to progress in this field. Master’s courses in finance, statistics, computer science, business, law, and economics are ideal for anyone with a marketing related bachelor’s degree. For instance, statistics would help one analyze data to mine useful insights, while computer science is useful for e-commerce or internet marketing.
Besides university degrees, there are professional exams which, though not compulsory, can elevate your professional competency. These certifications are mainly offered by professional associations such as the American Marketing Association (Professional Certified Marketer) and Marketing Research Association. Most of these associations will certify candidates with at least two years’ experience.
In addition to the above training and certification, one also needs above average knowledge of Microsoft Office, Search Engine Optimization, social media marketing, and other digital marketing strategies.
To be a marketing specialist, one needs different qualifications and some level of experience. Most employers prefer candidates with at least two years’ experience in marketing or sales. New graduates can take up internships, especially in a marketing or sales department, to improve their profiles.
This practical experience will build one’s foundation and provide them with an understanding of the intricacies of marketing in a commercial setting. One can also start out with other marketing related roles such as marketing assistant or research assistant to gain experience.
Most marketing specialists work on a full-time basis. More than 40% of them work for over 40 hours a week. So, it is normal for a marketing specialist to work on weekends or past normal working hours in order to meet deadlines.
Generally, marketing specialist work both in a team environment and individually. The team might include sales representatives, creative professionals, market analysts, and more. Since their work has a direct impact on the company’s revenue, their job might involve working with top company executives. In addition to this, they may also travel to meet with customers, partners, and other company representatives.
Job Outlook & Advancement Opportunities
The job market outlook for advertising, marketing, and promotion professionals is expected to grow at a minimum rate of 9% from 2014 to 2024. The growth is mainly driven by the need for informed marketing and creative marketing methods. Today, companies put more emphasis on research on consumers, competitors, operating landscape, and performance of marketing strategies. The rise is also attributed to the continued importance of marketing or promotional campaigns for organizations, as they seek to expand their market share.
The rising influence of the internet, specifically electronic media, will create new and better-paying opportunities for marketing specialist with digital marketing skills. The use of internet means that organizations can scale up their campaigns to the worldwide market, which requires more customized marketing strategies. So, marketing specialist with relevant skill and experience will continue to be in demand as companies look for ways of marketing their products or services to a unique set of consumers in different places.
The job prospects are good for anyone who intends to become a marketing specialist. Demand for marketing specialist has been on the rise over the last few years and it is expected to continue the same in the future. This might, however, attract the attention of more candidates which, in turn, might create competition.
In general, according to the marketing specialist job description, marketing specialists with relevant skills, qualifications, and job experience will remain desirable for potential employers.