A director of marketing is responsible for overseeing
the running of his or her department. He or she must ensure that clients'
marketing projects are completed both profitably and satisfactorily for the
company and the client. Marketing directors work with target market information for client products and services daily because a
key task of this position is to strategize as well as implement marketing
campaigns.
Marketing campaigns and client projects
vary depending on the company, but they usually involve setting price points
before promoting the product. A director of marketing analyzes information
about which consumers are most likely to want or need a client's product, then
prepares a workable campaign plan directed at this target audience or market segment.
The target market for each client product may be close in age, income level or
share other characteristics; in this way, a selling price can be established to
meet this segment's needs. The director's campaign plan often includes creating
awareness of the product as well as innovating a sales promotion strategy for getting
the target market to take action and make a purchase.
Delegating work to staff is a regular
responsibility for most directors of marketing. Managers typically report to
them, especially those in the sales department. A director of marketing usually
checks sales figures regularly to see how well products are selling. It's also
usually the director's job to monitor sales in order to try to increase them by
developing new marketing plans and promotions. In some companies, a director of
sales and marketing is one job. In others, the position may focus strictly on product marketing and work separately
from a sales director.
Marketing directors usually spend their workdays in an
office environment. They either work within a company or corporation on the client side or in a marketing agency providing services
for many different clients. While a director of marketing's job description is
typically a 9 a.m. to 5 p.m., Monday through Friday position, many people with
this title work longer hours in order to provide top-notch performance on
client projects. Some directors of marketing travel regularly to meet with
clients, while others may only have local client meetings.
Regular marketing department meetings are usually held
by the director as well. The director of marketing typically decides on the
topic for each meeting as well as sets goals for employees who report to him or
her. A director of marketing usually evaluates his or her staff's job
performance at regular intervals as well.