Usually, marketing officers work under a marketing manager or director but also manage a marketing assistant or co-ordinator. Marketing officers are found in a wide variety of organisations. Apart from private sector companies, they can be employed by universities, charities, arts organisations, private schools and public sector bodies.
Typically a marketing officer will:
- Prepare and project manage the publication and distribution of publicity materials
- In conjunction with others, devise marketing campaigns
- Devise and organise a calendar of marketing events, such as dinners, promotions, workshops, open days or fundraising activity
- Undertake market research and establish the best way to reach target groups
- Represent the organisation at events
- Write, edit and proofread marketing material for use in different channels
- Oversee and update the website(s)
- Develop and communicate through the organisation’s CRM (Customer Relationship Management) system
- Coordinate with outside agencies, for example designers, to produce marketing material such as stationery and web pages
- Line manage a marketing assistant or coordinator
- Analyse the impact of marketing campaigns and prepare measurement reports
- Write press releases and communicate with the media
- Write and produce a regular newsletter
- Maintain and develop the organisation’s database
- Aim to maximise number of customers, visitors or students
- Writing skills: Among the chief skills a marketing officer needs to have is the ability to write copy. The medium will be varied – the web, email, brochures, newsletters, press releases – but all require arresting copy for them to successfully convey marketing messages.
- Management and delegation skills: Often as a marketing officer you will have to manage others in the marketing team and delegate work to them.
- Networking and communication skills: Not all marketing takes place remotely. You will have to represent your organisation at events and be comfortable talking to potential customers, opinion formers and suppliers.
A first degree is usually a prerequisite. The best subjects are marketing, business, journalism or English. Sometimes, employers can be swayed by extensive experience in marketing rather than academic qualifications. Having a career qualification from the Chartered Institute of Marketing, or the intention to study for one, will count in your favour.
Marketing officer is not an entry-level role and some experience in a marketing or communications department will be expected. Experience in the sector you aim to work in – education, finance or the theatre, for example, can be a great help. The very least that will be expected is experience in a customer-focused role.
£20,000-£40,000 per annum.The top salaries for marketing officer roles tend to be in the private sector, especially financial services.
Standard office hours of 9:00am-5.30pm apply but flexible working is often expected. Occasional evening and weekend working will be necessary. Time off in lieu may be offered for unsocial hours.
Your next steps may include:
- Senior marketing officer
- Group marketing manager
- Marketing director
- Head of marketing
A marketing officer’s perspective
"I love the variety of the role of being a marketing officer. One day I am copy-editing, the next designing, talking to clients and engaging in day to day negotiations. It can be challenging collating so much information from so many different people; everyone is a critic. So you have to balance the requests, and come out with a clear image and message. But when it works, the feeling of seeing your work out in the public is amazing."
- Mirren Mcleod, Marketing Consultant (previously marketing officer), Leonard Cheshire Disability