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Marketing
Plan and execute a marketing strategy for the organisation and for new and existing products or services
Oversee the implementation of the marketing strategy
Develop a brand strategy
Set and administer an annual marketing budget
Create and manage a calendar of events such as webinars, conferences and thought leadership contributions
Guide the day-to-day activities of the marketing team and marketing manager
Continually review changes to the market, consumer trends and the activities of competitors, adjusting the marketing plan if necessary
Provide tools and materials to enable the sales team to function effectively
Manage and refine the organisation’s social media presence
Manage and measure marketing campaign costs
Report on the effectiveness of marketing campaigns using pre-determined KPIs
Utilise data for marketing campaigns, interrogating the organisation’s databases and external data
Identify new business opportunities
Conduct market research studies
Negotiate with media agencies and secure agreements on the production of promotional materials
Key skills
Strong project management and people management: You will oversee the marketing department and guide its day-to-day operations, so you’ll be recruiting, supervising and mentoring members of the marketing team.
Leadership and influencing: The role of a marketing director is a creative one, so it’s crucial that you present yourself as a good communicator. You will often report directly to the chief executive and portray your vision and ideas to the executive team. You will also be leading and directing the work of others. Being a marketing director also involves constant networking and representing your organisation to outsiders.
Data analysis: The role calls for continual analysis of market trends and the positioning of competitors. This analysis provides the foundation for marketing strategies. Much of this analysis is done by drilling down into data around customer behaviour and experiences, so you need to be up to speed on these techniques.