Career Development

What Does a Marketing Generalist Do?

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

Marketing generalists are responsible for a wide range of marketing activities. They may work with all aspects of the marketing process, from initial planning to execution and evaluation.

Marketing generalists often have a broad knowledge base that allows them to take on many different roles at once. For example, they might be tasked with developing a new product while also managing its launch and overseeing customer service issues related to it.

Marketing Generalist Job Duties

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

  • Creating and implementing marketing plans for specific products or services, using data to identify potential customers and designing promotions that will appeal to them
  • Identifying new opportunities in the marketplace for existing products or creating new products to meet changing consumer needs
  • Conducting research to identify potential customers and determine their needs and wants
  • Coordinating with sales staff to provide customer service, process orders, schedule deliveries, and resolve customer complaints
  • Developing new products or services to meet market demands
  • Analyzing data to determine how effective a marketing campaign was and making adjustments accordingly
  • Developing and managing relationships with suppliers to ensure that the company has access to high-quality products at competitive prices
  • Developing marketing materials such as brochures, pamphlets, web pages, and advertisements
  • Developing marketing plans that target specific audiences based on demographic information such as age, gender, and location

Marketing Generalist Salary & Outlook

Marketing generalists’ 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.

  • Median Annual Salary: $62,500 ($30.05/hour)
  • Top 10% Annual Salary: $100,000 ($48.08/hour)

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

Employment growth will be driven by the increasing complexity of marketing activities, which will require more generalists to handle various aspects of marketing. In addition, demand for marketing services is expected to increase as firms seek to differentiate their products and services from those offered by competitors.

Marketing Generalist Job Requirements

A marketing generalist typically needs to have the following qualifications:

Education: Most employers require marketing generalists to have a bachelor’s degree in marketing, advertising, communications or a related field. Some employers prefer candidates who have a master’s degree in marketing or business administration with a marketing concentration. Relevant coursework includes marketing research, statistics, economics, business law, business communication, business management and consumer behavior.

Training & Experience: Marketing generalists typically receive on-the-job training to learn the specific products and services of the company. They may also receive training in the company’s marketing strategies and methods. Marketing generalists can also receive training in specific software and computer programs the company uses.

Certifications & Licenses: Certifications are not usually a requirement to become a marketing generalist, but they can make you a more competitive candidate when applying for jobs.

Marketing Generalist Skills

Marketing generalists need the following skills in order to be successful:

Communication: Communication is the act of conveying information to others. As a marketing generalist, you may need to communicate with a variety of people, including colleagues, clients and members of the public. Strong communication skills can help you convey your ideas clearly and understand the messages others send you. You can use communication skills in many aspects of marketing, including creating marketing campaigns, interviewing clients and developing marketing materials.

Sales: Sales skills can help you become a more effective marketing generalist. You can use your sales skills to help you persuade clients to buy products and services. You can also use sales skills to help you develop effective sales pitches and negotiate contracts.

Social media marketing: Social media marketing involves creating and managing accounts on social media platforms such as Facebook, Twitter and Instagram. Generalists often have some experience with social media marketing, and this skill can help them develop other marketing skills. Generalists often use social media to promote their company’s products and services, engage with customers and build their brand’s reputation.

Public speaking: Public speaking is the act of communicating with an audience through verbal or nonverbal communication. Generalists often need to give presentations to colleagues or clients, so public speaking is an important skill for marketing professionals to have. Generalists can practice public speaking by joining a Toastmasters group, which is a group of people who practice public speaking together.

Research: Marketing generalists need to be able to conduct research to support their work. This might include researching the demographics of a company’s audience or researching the latest marketing trends to help you create effective campaigns. You might also need to research competitors to help you develop strategies that set your company apart from others.

Marketing Generalist Work Environment

Marketing generalists work in a variety of settings, including advertising agencies, public relations firms, marketing departments, and corporate communications departments. They may also work in the marketing or sales departments of large retailers, manufacturers, or service companies. Many marketing generalists work in small businesses or start their own marketing firms. Marketing generalists typically work a standard 40-hour week, although they may occasionally work overtime to meet deadlines or attend evening or weekend events. Some marketing generalists travel frequently to meet with clients or attend conferences.

Marketing Generalist Trends

Here are three trends influencing how marketing generalists work. Marketing generalists 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 marketing generalists need to be familiar with digital marketing techniques, such as search engine optimization, social media marketing, and email marketing. They also need to be able to create effective content for these platforms and understand how to measure its success.

More Focus on Customer Experience

As customers become more demanding, businesses are beginning to focus on providing a better customer experience. This means that marketing generalists will need to be well-versed in customer-centric strategies and tactics.

By understanding what makes customers tick, marketing generalists can create campaigns that resonate with them and drive sales. In addition, they will need to be able to track customer feedback and make changes to their campaigns based on this feedback.

Marketing Automation Will Become More Important

As marketing automation becomes more important, marketing generalists will need to learn how to use these tools effectively.

Marketing automation allows businesses to automate many of the tasks involved in marketing, such as sending emails, tracking leads, and measuring ROI. By learning how to use these tools, marketing generalists can save time and energy while ensuring that their campaigns are running efficiently.

How to Become a Marketing Generalist

A marketing generalist career path can be a great way to get your foot in the door of the marketing world. As a marketing generalist, you’ll have the opportunity to work on a variety of projects and learn about different aspects of marketing. This will give you the chance to develop skills in many areas, which will help you move up in your career.

As a marketing generalist, you may find yourself working on campaigns for products or services across different industries. You may also be responsible for creating content for social media or writing copy for advertisements. No matter what project you’re working on, it’s important to understand the target audience and how your campaign will meet their needs.

Related: How to Write a Marketing Generalist Resume

Advancement Prospects

Marketing generalists can advance their career by taking on additional responsibilities within their organization. They may also move into management roles, overseeing a team of marketing specialists. With experience, marketing generalists may also choose to start their own marketing consulting business.

Marketing Generalist Job Description Example

At [CompanyX], we’re looking for a marketing generalist to join our team and help us achieve our marketing goals. The ideal candidate will have experience with a variety of marketing channels, including digital, social media, email, and print. He or she will be a strategic thinker with the ability to develop and execute marketing plans that achieve business objectives. Additionally, the candidate will have strong project management skills and the ability to work with cross-functional teams. The marketing generalist will report to the marketing manager and will be responsible for supporting the execution of marketing initiatives.

Duties & Responsibilities

  • Understand the organization’s marketing goals and objectives, and develop strategies and plans to achieve them
  • Research and analyze market trends, demographics, pricing schedules, competitor products, and other relevant information to help form marketing strategies
  • Oversee and coordinate product development and monitor trends that indicate the need for new products and services
  • Develop marketing campaigns to promote products and services, working with advertising and promotion managers
  • Plan and direct promotional presentations, including press conferences and public relations events
  • Write copy for promotional materials, such as brochures and website content, and create or oversee production of marketing collateral
  • Manage social media accounts and post content on a regular basis to engage followers and build brand awareness
  • Monitor and report on effectiveness of marketing campaigns and adjust strategies as needed
  • Coordinate trade show logistics and participate in industry events to generate leads and build relationships
  • Negotiate contracts with vendors and suppliers to get the best terms possible
  • Prepare budgets and track expenses to stay within budget constraints
  • Hire, train, and supervise staff members working in the marketing department

Required Skills and Qualifications

  • Bachelor’s degree in marketing, communications, or related field
  • 3-5 years professional experience in marketing or a related field
  • Demonstrated success developing and executing marketing campaigns
  • Excellent writing, editing, and proofreading skills
  • Strong project management and organizational skills
  • Creative thinker with the ability to generate new ideas

Preferred Skills and Qualifications

  • Experience with graphic design, web design, and/or video production
  • Working knowledge of Adobe Creative Suite
  • Experience with content marketing, SEO, and social media marketing
  • Proficiency in Google Analytics and other reporting tools

Similar Jobs


What Does an Air Quality Engineer Do?

Back to Career Development

What Does a Network Cabling Technician Do?