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Tuesday, 4th August 2020

Marketing Manager


Reporting to the Marketing Director, the Marketing Manager is in charge of the strategic direction of all marketing activity, usually on specific products or services provided by their company.

He or she may have responsibility for more than one brand and must ensure products/services match the brand positioning. A Marketing Manager's aim is to achieve an agreed proportion of market share for their products and he or she must develop and implement the strategy through which this is to be done. This will usually involve most, if not all of the following:

• Developing and implementing the marketing (and pricing) strategy for each product under his or her control
• Identifying and analysing target markets
• Monitoring the competition, market trends and generally developing expert market knowledge in order to identify and act upon new opportunities as and when they arise
• Analysing previous marketing activity along with resulting sales
• Making use of market research to monitor consumer response, then if necessary adapt a marketing strategy or even the product itself
• Implementing agreed plans for product development
• Forecasting future sales and/or profits
• Setting budgets for the marketing activity designed to achieve them
• Ensuring prominence of product
• Analysing results of all marketing activities and compiling reports as necessary
• Presenting findings/recommendations to senior management and/or product teams
• Liaison with external bodies, e.g. advertising or PR agencies, press etc. to ensure their clear understanding of the marketing strategy
• Liaison with other internal departments (e.g. other marketing personnel, sales, production, data management...) to ensure that all communications regarding the brand, whether internal or external, are consistent and on brief, and to ensure that the marketing strategy is implemented effectively, on time and to budget
• Commissioning and negotiation with external suppliers where this does not fall under the responsibility of the Production Manager
• Keeping abreast of industry developments and technological advances which might affect and/or benefit product strategy

Depending on the size of the organisation, the Marketing Manager may also have responsibility for leading and developing a team.

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