Marketing Director: job description, competencies, functions, responsibility

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

The success of a company depends to a large extent on the salability of products and an effective marketing strategy. Therefore, the marketing director is far from the last place in the leadership of the organization. What is marketing? In simple terms, this is an attempt to understand what the client wants in order to give it to him.

In most cases, an employee who applies for this position requires certain personal qualities, among which the most important are the ability to reasonably explain their own point of view, speak competently and know business ethics, as well as analytical and strategic thinking.

Since this job is directly related to management, the candidate must have excellent stress resistance, be able to manage a large number of employees and be purposeful.

Marketing concept

This process is about anticipating the needs of potential customers and meeting the demand of potential customers by providing them withgoods of interest. Marketing activities include a variety of research, pricing, packaging, planning, advertising, sales and service. What is marketing in simple words? This is a series of activities aimed at understanding customers and meeting their needs.

In the company, specialists in this field perform many functions, and all this with one goal - to make the product as useful and necessary as possible for the target audience. This takes into account absolutely everything: the financial situation of the buyer, and his gender, and even the scope of his activities. In fact, this is a huge amount of statistical and analytical activity, thanks to which marketing strategies are then built and the effectiveness of their implementation is calculated.

Requirements for the candidate

Competencies of a marketing director include a number of characteristics that a person must possess in order to get a position. He must have a specialized education in marketing, entrepreneurship, management or sociology. Some companies may hire an employee who does not have a diploma, but at the same time he must have worked in a leadership position in the relevant field for more than five years. He should have experience in setting marketing functions, tasks and monitoring their implementation.

Moreover, only those cases where a significant result was actually obtained are taken into account. Required from the Head of Marketingpractical experience in conducting marketing research of all types, forecasting sales and pricing, in organizing advertising activities. In addition, he must be able to manage personnel, minimize the company's costs for promoting products, and quite often, companies need knowledge of foreign languages.

Regulations

Appoint or dismiss a specialist from this position can only be the CEO of the company, to whom he is directly subordinated. This employee is the leader. In his submission are the departments of marketing, advertising, public relations, design bureaus, etc., depending on the scale and scope of the company where he is employed. This position can be obtained by a certified specialist with five years of experience in senior positions in the same field as the employer company. In the process of performing his work, he must be guided by the regulations, acts, company charter and instructions.

What a CMO needs to know

It is assumed that when applying for a job, the employee has familiarized himself with all the regulatory and legal acts that affect his field of activity. Including sales of goods, provision of services, assessment of the economic and financial condition of the market, its capacity and structure.

He knows all the methods used to determine the solvency of demand for goods produced by the company where he is employed. He knows how to develop long-term and current plansproduction and sale on the market. He must know financial, economic, tax and labor legislation, progressive methods of marketing and trade, be able to determine the needs of the company's industry and the prospects for its development.

Other knowledge

The job description of the marketing director assumes that he knows the methods of market analysis, is able to forecast the demand for the product, understands the advertising business and knows how to conclude commercial contracts, bring information about goods and services to potential buyers. His knowledge includes the method of analyzing the motivation and attitudes of consumers towards products manufactured by the company where he is employed. The employee must constantly be aware of what changes are taking place in the organization of the sale of goods and services. In addition, he is required to have knowledge in the field of economics, psychology and labor organization.

Functions

The tasks of the marketing director include the implementation of the development of the company's marketing policy. He does this based on the results of the analysis of consumer opportunity, demand for products and other important characteristics. In addition, he is engaged in the preparation of current and long-term plans, involves departments subordinate to him in the process. The plan takes into account the scale of production, the sale of goods, the search for new markets for the sale of manufactured products.

The director coordinates the activities of all departments regarding the collection and analysiseconomic and commercial data, and also supplies information to all departments of the company. He should also organize the collection and analysis of data regarding the opinion of potential customers of the company regarding the manufactured product. Based on this information, he prepares proposals aimed at increasing the competitiveness of the company and improving the quality of products or services provided.

Responsibilities

The functions of the marketing director include organizing the development of a strategy for advertising campaigns with the involvement of the media. He is involved in the participation of the company in exhibitions, fairs and other events related to the industry of the organization in order to inform potential customers and find new markets for product sales.

Engaged in the formation of corporate identity, promotional products and its implementation. Together with other departments of the company, it is engaged in the analysis and development of measures that will help determine which technical, economic and other characteristics of the manufactured products should be changed. This is done to increase the competitiveness of goods and stimulate their sale.

Other functions

The CMO's job description assumes that he is in charge of protecting the company's documents and information that belong to confidential information, including employee data and other documents related to trade secrets. It is this employee who is promotingqualifications of employees and influences their career progression based on their personal merit and skill level.

He controls that all subordinate employees comply with the rules and charter of the company, including the instructions for labor protection at work. Based on the work of the company's employees, it is engaged in holding them accountable or encouraging them for a job well done. He is obliged to create all the conditions so that it is painless to introduce and use advanced marketing technologies. He is also involved in their improvement and optimization. The employee coordinates the planning and reporting of the work of the marketing department.

Other duties

The job description of the marketing director assumes that he distributes tasks between subordinates and controls their timely and high-quality implementation. He must constantly monitor the best practices in his field of activity and be able to summarize and implement them as a tool in the company where he is employed. His responsibilities include advising other employees of the company on issues related to the marketing policy of the organization.

In addition, the head of marketing is required to maintain all documentation, including making reports in a timely manner and submitting them to management and other officials who can review them in accordance with their authority. This position implies that, if necessary, an employee can be attracted overtimeperform their duties, but not going beyond the scope provided for by labor legislation. If necessary, this employee replaces his manager, assuming his duties and powers. But only if the appropriate order has been received.

Rights

As the marketing director's job description suggests, the rights of this employee include making decisions aimed at the proper implementation of marketing work and ensuring the activities of his subordinate units within the competence. He can be held liable for material damage to the company where he is employed, if it arose through the fault of his actions and decisions made by him.

Such an employee has the right to offer management to encourage or hold employees of the company accountable and, within the limits of his authority, independently make such decisions. He also has the right to draw up and correct instructions on labor protection for work. An employee may suggest that management provide additional material or technical support, if necessary, to improve the efficiency of the marketing department. He also has the right to take part in the consideration of marketing issues by collegiate bodies.

Responsibility

The employee holding this position is responsible for the proper performance of his duties and the timely completion of the tasks assigned to him. He can be held accountable for exceeding his powers or using them for personal purposes, for providing management with false information abouthis work activity or the work of subordinates, or if he did not take measures to prevent violation of the rules and standards adopted by the company.

The CMO's responsibility also includes ensuring that the marketing plan is properly executed. He must monitor the implementation of labor discipline by his subordinates, as well as provide his employees with safe working conditions and compliance with labor safety rules. He can also be held liable for disclosure of confidential information, violation of trade secrets and improper preservation of important documents.

The work of the chief is evaluated by his immediate supervisor and a special attestation commission on the basis of documents reflecting the results of his activities.