Career Development

What Does a Head Of Marketing Do?

Find out what a head of marketing does, how to get this job, and what it takes to succeed as a head of marketing.

The head of marketing is the highest-ranking member of a company’s marketing department. They are responsible for overseeing all aspects of their organization’s marketing efforts, including developing and implementing marketing strategies, managing the work of other marketers, and ensuring that everyone on their team is working toward the same goals.

Heads of marketing often have extensive experience in marketing or business management. They may also hold an MBA or other advanced degree in business administration. This gives them the knowledge they need to make informed decisions about how best to allocate resources and implement new initiatives within their organization.

Head Of Marketing Job Duties

A head of marketing typically has a wide range of responsibilities, which can include:

  • Developing a marketing plan that outlines the goals of the organization and establishes the strategies to achieve them
  • Updating and maintaining databases of customer information such as contact information, purchase history, and demographic data
  • Evaluating the effectiveness of marketing campaigns by collecting and analyzing data to measure return on investment (ROI) for each campaign
  • Establishing relationships with suppliers, distributors, and manufacturers to ensure product availability
  • Developing marketing materials such as brochures, flyers, ads, banners, and other promotional items for use in print media or online
  • Monitoring competitors’ products and services to identify changes in the market that may impact sales of your organization’s products or services
  • Overseeing all aspects of marketing including branding, advertising, public relations, social media, event planning, website development, and more
  • Creating an overall marketing strategy that meets the organization’s objectives while meeting regulatory requirements such as those established by the Federal Trade Commission or the Food and Drug Administration

Head Of Marketing Salary & Outlook

Head of marketing salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses and commissions.

  • Median Annual Salary: $122,000 ($58.65/hour)
  • Top 10% Annual Salary: $275,000 ($132.21/hour)

The employment of head of marketing is expected to grow faster than average over the next decade.

Demand for marketing services will depend on the growth of companies that provide these services. As firms continue to expand their product lines and geographic reach, they will need more marketing support.

Head Of Marketing Job Requirements

The following are some of the requirements that are often looked for in a head of marketing candidate:

Education: Employers typically require a minimum of a bachelor’s degree for head of marketing positions. Many employers prefer candidates who have a master’s degree in marketing, advertising or a related field. Relevant coursework includes marketing research, advertising, marketing strategy, statistics, economics, business law and business ethics.

Training & Experience: Most of a head of marketing’s training will take place on the job. They will learn the company’s products and services, the target audience and the marketing strategies that have been successful in the past. They will also learn the company’s policies and procedures.

A head of marketing may also receive training in a related field before becoming a head of marketing. For example, a marketing manager may work as a marketing associate or marketing analyst before becoming a marketing manager.

Certifications & Licenses: Certifications allow professionals to prove their qualifications to current and future employers. Head of marketing professionals can earn certifications to gain more theoretical knowledge of their responsibilities, test their professional skills and further advance their career.

Head Of Marketing Skills

Heads of marketing need the following skills in order to be successful:

Communication: Communication is another important skill for a head of marketing. You should be able to communicate with other members of your team, clients and other stakeholders. You should also be able to communicate effectively in written and verbal forms.

Creativity: Creativity is the ability to generate new ideas and solutions. As a head of marketing, you may be responsible for developing a marketing strategy for a new product or service. Creativity can help you come up with unique ideas that appeal to your audience. You can also use creativity to develop new ways to promote your company’s current products.

Strategic thinking: Strategic thinking is the ability to see the big picture and understand how your marketing efforts can help your company achieve its goals. As a head of marketing, you need to be able to see how your team’s efforts can work together to create a cohesive marketing strategy. This can include developing a long-term plan that outlines your goals and how you can achieve them.

Research: Researching is a crucial skill for a head of marketing. You need to be able to research the latest marketing trends, strategies and tactics to stay informed about the latest industry developments. You can also use research skills to identify new marketing opportunities and develop strategies to reach new audiences.

Relationship building: Relationship building is the ability to form and maintain positive relationships with others. This skill is important for marketing professionals because it allows them to collaborate with others to create effective marketing campaigns. For example, a head of marketing might work with a head of sales to create a campaign that incentivizes customers to buy a company’s products. Relationship building can also help a head of marketing build a strong team that can support them in their career.

Head Of Marketing Work Environment

The head of marketing works in an office environment and typically works a 40-hour week. However, they may have to work longer hours to meet deadlines or attend evening or weekend events. The head of marketing may travel to meet with clients or attend conferences. The job is fast-paced and can be stressful, as the head of marketing is responsible for the success of marketing campaigns. They must be able to think creatively, be organized, and have excellent communication and people skills.

Head Of Marketing Trends

Here are three trends influencing how marketing professionals work. Marketing professionals will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Rise of Digital Marketing

The rise of digital marketing is a trend that is quickly changing the way businesses market their products and services. As more and more people are using smartphones and tablets to browse the web, businesses need to have a strong online presence in order to reach them.

This means that businesses need to invest in digital marketing strategies, such as search engine optimization, social media marketing, and email marketing. By doing so, they can reach a wider audience and generate more leads.

More Focus on Customer Experience

As customers become more demanding, businesses are beginning to focus more on customer experience. This means that head of marketing professionals will need to be able to create a positive experience for customers at every touch point.

This includes everything from developing a strong brand identity to creating a positive customer service experience. In order to be successful, head of marketing professionals will need to be able to understand what makes customers tick and how to keep them happy.

A Greater Emphasis on Branding

Branding has always been important for businesses, but it is becoming even more important in today’s economy. Customers are increasingly looking for products and services that reflect their values and interests, which makes branding an essential tool for connecting with potential customers.

Heads of marketing need to be aware of this trend and understand how to use branding to connect with customers in a meaningful way. They also need to be able to develop a strong brand identity that reflects the values of the company.

How to Become a Head of Marketing

A head of marketing career can be incredibly rewarding. It’s a chance to use your creativity and strategic thinking skills to develop campaigns that will help grow your company.

To get started on this path, you need to have a strong understanding of the marketing funnel and how to optimize it for maximum results. You also need to be able to create compelling content that will attract and engage customers. And finally, you need to be able to measure the success of your campaigns so you can make adjustments when needed.

Advancement Prospects

There are many ways to advance in the field of marketing. One of the best is to get further education, which can lead to positions that are not otherwise open to those without an advanced degree. For example, someone with a master’s in business administration may be able to apply for a position as a marketing manager. Additionally, those with a PhD in marketing may be able to teach at the college level or do research.

Another way to advance in marketing is to gain experience and expertise in a particular area. For example, someone who starts out as a copywriter may eventually become a creative director, and someone who begins as a market research analyst may eventually become a research director. Those who are particularly good at sales may be promoted to sales manager or even vice president of sales.

Head Of Marketing Job Description Example

At [CompanyX], we’re looking for a Head of Marketing who will be responsible for developing and executing the marketing strategy for the company. The Head of Marketing will be responsible for all aspects of marketing, including market research, product development, branding, advertising, and public relations. The Head of Marketing will work closely with the CEO and other members of the executive team to develop and implement the marketing strategy. The goal of the Head of Marketing is to increase awareness of the company and its products/services, generate leads, and ultimately increase sales.

Duties & Responsibilities

  • Develop and implement marketing plans and strategies to achieve organizational objectives
  • Oversee the production of all marketing materials, including print, digital, and social media content
  • Manage external agencies and vendors to ensure timely delivery of high-quality work that meets or exceeds expectations
  • Monitor competitor activity and adjust marketing plans accordingly to maintain a competitive edge
  • Conduct market research and analysis to identify opportunities and trends
  • Evaluate customer feedback and recommend improvements to products, services, and marketing campaigns
  • Build and maintain relationships with key stakeholders, including clients, partners, and suppliers
  • Plan and oversee promotional activities and events, such as trade shows, conferences, and product launches
  • Manage the organization’s website and social media presence
  • Develop and manage budgets, track expenses, and measure ROI for marketing initiatives
  • Supervise and mentor marketing team members, providing guidance and coaching to help them develop their skills and careers
  • Stay up-to-date on latest industry trends and developments

Required Skills and Qualifications

  • Minimum 10 years in a marketing leadership role with increasing responsibility
  • Proven track record of developing and executing successful marketing campaigns
  • Experience leading and managing a team of marketing professionals
  • Excellent communication, writing, and presentation skills
  • Strong analytical skills and experience using data to inform marketing decisions
  • Bachelor’s degree in marketing, business, or related field

Preferred Skills and Qualifications

  • Master’s degree in marketing, business, or related field
  • Experience in B2B or technology marketing
  • Experience in international marketing
  • Experience working for a start-up or high-growth company


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