What decisions does the marketing director make? Marketing director: duties and requirements

The success of a company depends to a large extent on the marketability of its products and an effective marketing strategy. Therefore, the marketing director is far from the last place in management team organizations. What is marketing? In simple words, this is an attempt to understand what the client wants in order to give it to him.

In most cases, an employee who applies for this position requires certain personal qualities, among which the most important are the ability to reasonably explain their own point of view, to speak competently and to know business ethics and analytical and strategic thinking.

Since such work is directly related to management, the candidate must have excellent stress resistance, be able to manage a large number of employees and be purposeful.

Concept of marketing

This process is about predicting the needs of potential customers and meeting the demand of potential buyers by providing them with goods of interest. Marketing activities includes a variety of studies pricing policy, packaging, planning, advertising, sales and service. What is marketing in simple words? This is a series of activities aimed at studying customers and meeting their needs.

In the company, specialists in this field perform many functions, and all this with one goal - to make the product as useful and necessary as possible for target audience. Everything is taken into account: financial position the buyer, and his gender, and even the scope of his activities. Actually this great amount statistical and analytical activities, thanks to which marketing strategies are then built and the effectiveness of their implementation is calculated.

Requirements for a candidate

The marketing director competencies include a number of characteristics that a person must possess in order to get a position. He must have a specialized education in marketing, entrepreneurship, management or sociology. Some companies may hire an employee who does not have a diploma, but at the same time he must have worked in a leadership position in the relevant field for more than five years. He must have experience in staging marketing functions, tasks and control of their implementation.

Moreover, only those cases where a significant result was actually obtained are taken into account. The head of the marketing department is required to have practical experience in conducting marketing research of all types, sales forecasting and pricing, in the organization of advertising activities. In addition, he must be able to manage personnel, minimize the company's costs for product promotion, and quite often companies need knowledge foreign languages.

Regulations

Only the general director of the company, to whom he is directly subordinate, can appoint or dismiss a specialist from this position. This employee is the manager. In his submission are the departments of marketing, advertising, public relations, design bureaus, etc., depending on the scale and scope of the company where he is employed. This position can be obtained by a certified specialist with five years of experience in senior positions in the same field as the employer company. In the process of performing his work, he must be guided by the regulations, acts, company charter and instructions.

What a Marketing Director Should Know

It is assumed that when applying for a job, the employee has become familiar with all the regulatory and legal acts that affect his field of activity. Including sales of goods, provision of services, evaluation of economic and financial condition market, its capacity and structure.

He knows all the methods used to determine the solvency of demand for goods produced by the company where he is employed. He is aware of how to develop long-term and current plans for the release of products and their implementation on the market. He must know financial, economic, tax and labor legislation, progressive methods of marketing and trade, be able to determine the needs of the company's industry and the prospects for its development.

Other knowledge

Job description marketing director assumes that he knows the methods of market analysis, knows how to forecast the demand for the product, understands advertising business and knows how to conclude commercial contracts, bring information about goods and services to potential buyers. His knowledge includes the method of analyzing the motivation and attitudes of consumers towards products manufactured by the company where he is employed. The employee must constantly be aware of what changes are taking place in the organization of the sale of goods and services. In addition, he is required to have knowledge in the field of economics, psychology and labor organization.

Functions

The Marketing Director is responsible for developing marketing policy companies. He does this based on the results of the analysis of consumer opportunity, demand for products and other important characteristics. In addition, he is involved in compiling current and long-term plans, involves the departments subordinate to him in the process. The plan takes into account the scale of production, the sale of goods, the search for new markets for the sale of manufactured products.

The director coordinates the activities of all departments regarding the collection and analysis of economic and commercial data, and also supplies information to all departments of the company. He should also organize the collection and analysis of data relating to the opinion potential clients firms regarding the manufactured product. Based on this information, he prepares proposals aimed at increasing the competitiveness of the company and improving the quality of products or services provided.

Responsibilities

The functions of the marketing director include organizing the development of the strategy advertising campaigns fundraising mass media. He deals with the participation of the company in exhibitions, fairs and other events related to the industry of the organization in order to inform potential customers and find new markets for the sale of products.

Engaged in the formation corporate identity, promotional products and their implementation. Together with other departments of the company, it is engaged in the analysis and development of measures that will help determine which technical, economic and other characteristics of products should be changed. This is done to increase the competitiveness of goods and stimulate their sale.

Other features

The job description of the marketing director assumes that he is engaged in the protection of documents and information of the company that belong to confidential information, including employee data and other documents related to trade secrets. It is this employee who conducts professional development of employees and influences their career advancement based on their personal merits and skill level.

He controls that all subordinate employees comply with the rules and the charter of the company, including the instructions for labor protection for work. Based on the work of the company's employees, it is engaged in holding them accountable or encouraging them for a job well done. He is obliged to create all the conditions so that it is painless to introduce and use advanced marketing technologies. He is also involved in their improvement and optimization. The employee coordinates the planning and reporting of the work of the marketing department.

Other responsibilities

The job description of the marketing director assumes that he distributes tasks between subordinates and controls their timely and high-quality implementation. He must constantly monitor the best practices in his field of activity and be able to summarize and implement them as a tool in the company where he is employed. His responsibilities include advising other employees of the company on issues related to the marketing policy of the organization.

In addition, the head of marketing is required to maintain all documentation, including making reports in a timely manner and submitting them to management and others. officials who can view them subject to their authority. This position implies that, if necessary, an employee may be called upon to perform their duties overtime, but without going beyond the limits stipulated labor law. If necessary, this employee replaces his manager, assuming his duties and powers. But only if the appropriate order has been received.

Rights

As the job description of the marketing director suggests, the rights of this employee include making decisions aimed at the proper implementation of marketing work and ensuring the activities of his subordinate units within the competence. He can be prosecuted for material damage the company where he is employed, if it arose through the fault of his actions and decisions made by him.

Such an employee has the right to propose to the management to encourage or hold employees of the company accountable and, within his authority, independently make such decisions. He also has the right to draw up and correct instructions on labor protection for work. An employee may suggest that management provide additional material or technical support, if necessary to improve the efficiency of the marketing department. He also has the right to take part in the consideration of marketing issues by collegiate bodies.

Responsibility

The employee holding this position is responsible for the proper performance of his duties and the timely completion of the tasks assigned to him. He can be held accountable for exceeding his powers or using them for personal purposes, for providing management with false information about his labor activity or the work of subordinates, or if he did not take measures to prevent violation of the rules and standards adopted by the company.

The marketing director's responsibility also includes ensuring that the marketing plan is properly executed. He must monitor the implementation of labor discipline by his subordinates, as well as provide his employees with safe working conditions and compliance with labor safety rules. He can also be held liable for disclosure of confidential information, violation of trade secrets and improper preservation of important documents.

The work of the chief is evaluated by his immediate supervisor and a special attestation commission on the basis of documents reflecting the results of his activities.

Marketing directors

One of key processes business is the sale of goods and services. In addition to sales, it includes marketing, PR, shipping, warranty and service maintenance etc. The marketing director is the head responsible for the strategy for promoting goods / services on the market. Quite often, he also coordinates sales - then he is called the director of marketing and sales or director of sales.

The tasks of the marketing director include market and distribution channel analysis, implementation marketing strategies, bringing new products to the market, PR, advertising, Internet promotion, brand building. Also, the circle of responsibility includes communication and coordination of joint work with other departments - production, warehouse, lawyers and other departments.

The marketing director profession is in high demand in the market and this is due to the emergence of a large number promotion channels, their complication and globalization.

In the Internet sphere, something new is born every year, services appear, technologies are introduced artificial intelligence(the system itself decides which advertisement to show you now), analytics allows you to “deeper” study the client. In order for a business to be effective, it is important to study and implement these processes.

Samvel Avetisyan - creator Russian brands Tinkoff, Technoshock, Daria and many others, a pioneer of Russian marketing. “There is no concept of truth in marketing, the truth is what the consumer believes.”

Places of work

The position of marketing director is present in any big company- only there exists a separate unit of the corresponding department. In small companies, the CEO, head of sales or marketer deals with such issues.

Responsibilities of the Marketing Director

As a rule, the main job responsibilities of the marketing director are as follows:

Development and implementation of a marketing strategy.
Advertising, PR, Internet promotion: campaign development and promotions, conducting and evaluating the effectiveness.
Brand management. Sometimes launching new brands on the market.
Budgeting: cost planning for the month, quarter, year.
Marketing research, competitor analysis.
Interaction advertising agencies, bloggers, partners.
Employee management (marketers, copywriters, designers, etc.).

Sometimes the marketing director's functions include:

Launch and development of mobile applications.
SMM and promotion of groups in social networks.
Monitoring compliance with merchandising standards.

Marketing director requirements

Different companies have different specifics of companies, but the basic requirements for a marketing director are approximately the same:

Higher economic education (sometimes require marketing).
Experience in similar work - often specifics are required: B2C, B2B or, for example, real estate.
Experience in solving complex marketing problems.
Knowledge advertising market, the presence of acquaintances and connections.
Management skills and the ability to get along with a team.
Excellent presentation, negotiation and argumentation skills.
PC knowledge.

Additionally, you may need:

Experience in creating and launching new brands on the market.
SMM knowledge.
Successful experience in managing similar projects.
Good knowledge of English.

Howard Schultz is the CEO of Starbucks. Managed the company in the 1990s and 2000s and made it one of the world market leaders. A vivid example of how a successful marketer becomes a well-known and popular personality, quoted by major media.

How to become a marketing director

This question rests on a list of successful marketing projects and work experience. To become a marketing director, you need to go to work in marketing and make a career there. The beginning of the path is not important - it can be the Internet sphere (for example, an advertising manager or SEO specialist), PR, BTL, publishing business, etc.

Marketing Director Job Description

For future leadership work, it is important to gain a variety of experience and expand your marketing horizons - to take on various projects, learn to use various tools, combine them, and analyze effectiveness.

However, there is a big difference between a cool marketer and a marketing director. The director has people in his subordination, in the area of responsibility a huge number of tasks. Therefore, being a marketer, at some point you will have to “raise the bar for yourself” and take the liberty of being responsible for the results of the work of other specialists. Technically, it's easy (to redo your resume and find a job), but psychologically difficult (you need to stop working yourself and transfer tasks to others).

Marketing director salary

The salary of a marketing director ranges from 60 to 500 thousand rubles per month. At the same time, there are often bonuses and bonuses for the successful completion of tasks, so a small salary does not mean a low income.

Where to get training

Apart from higher education There are a number of short-term trainings on the market, typically lasting from a week to a year.

Interregional Academy of Construction and industrial complex and her Marketing Director courses.

APPROVE:

[Job title]

_______________________________

[Name of company]

_______________________________

_______________________/[FULL NAME.]/

"______" _______________ 20___

JOB DESCRIPTION

Deputy Marketing Director

1. General Provisions

1.1. This job description defines and regulates the powers, functional and job duties, rights and responsibilities of the Deputy Marketing Director [Name of the organization in the genitive case] (hereinafter referred to as the Company).

1.2. The Deputy Marketing Director is appointed to the position and dismissed in accordance with the procedure established by the current labor legislation by order of the head of the Company.

1.3. The Deputy Marketing Director reports directly to the Director of the Company.

1.4. The Deputy Marketing Director belongs to the category of managers, heads the marketing work of the Company and is subordinate to:

marketing department;
public relations department;
advertising department;
design bureau.

1.5. The Vice President of Marketing is responsible for:

proper organization marketing work in accordance with the approved programs (plans) of the Company;
performance and labor discipline of employees of production units;
safety of documents (information) containing information constituting a trade secret of the Company, other confidential information, including personal data of the Company's employees;
ensuring safe working conditions, maintaining order, compliance with fire safety rules by employees of subordinate services.

1.6. Persons with a higher professional (technical or economic) education and work experience in the specialty in managerial positions in the corresponding profile of the enterprise in the sector of the economy for at least 5 years are appointed to the position of Deputy Director for Marketing.

1.7. In practice, the Deputy Marketing Director should be guided by:

legislation, regulatory legal acts, as well as local acts and organizational and administrative documents of the Company;
internal work schedule;
rules of labor protection and safety, ensuring industrial sanitation and fire protection;
instructions, orders, decisions and instructions of the director of the organization;
this job description.

1.8. The Deputy Director of Marketing should know:

normative legal acts, regulations, instructions, other guidance and regulations regulating the organization of marketing and sale of goods, provision of services, teaching materials on the organization of marketing and assessment of the financial and economic condition and market capacity;
methods for determining the solvency of demand for manufactured products and the procedure for developing promising and current plans production and marketing of products;
fundamentals of financial, economic, tax and labor legislation;
progressive forms and methods of trade and marketing;
development prospects and needs of the industry, enterprises, institutions that are potential buyers(customers) of manufactured products and rendered services;
methods for studying market conditions and developing forecasts for the need for manufactured products;
organization of advertising;
procedure for consideration and preparation of advertising documentation and responses to claims;
conditions for concluding commercial transactions and methods for bringing goods (services) to consumers;
methods for studying the motivation of consumers' attitudes towards products;
advanced domestic and Foreign experience organization of sales of goods and services to the population;
fundamentals of psychology, economics and labor organization;
internal labor regulations;
labor protection rules and regulations.

1.9. During the absence of the Deputy Marketing Director, his duties are performed by [deputy position]. This person acquires the appropriate rights and is responsible for the proper performance of the duties assigned to him.

2. Job responsibilities

The Deputy Marketing Director is required to perform the following labor functions:

2.1. Carry out the development of the Company's marketing policy based on the analysis consumer properties manufactured products and forecasting consumer demand on the company's products, technical and other consumer qualities of competing products.

2.2. Ensure participation of departments and specialists marketing services in drawing up long-term and current plans for the production and sale of products, identifying new markets.

2.3. Coordinate the activities of all functional divisions for the collection and analysis of commercial and economic information, the creation of data banks for marketing the company's products, the supply of the enterprise and the sale of its products (services).

2.4. Organize the study of the opinion of consumers about the products (services) manufactured by the enterprise, its impact on the sale of products and the preparation of proposals to increase its competitiveness and quality.

2.5. Organize the development of a strategy for conducting advertising events in the media, participation in industry exhibitions, fairs, sales exhibitions to inform potential consumers and expand sales markets.

2.6. Prepare proposals for the formation of the corporate identity of the enterprise and corporate design of promotional products and ensure their implementation.

2.7. Participate, together with other departments of the enterprise, in the development of proposals and recommendations for changing the technical, economic and other characteristics of products in order to improve their consumer qualities and stimulate sales.

2.8. Ensure reliable protection of information (documents) containing information constituting a trade secret of the Company, other confidential information, including personal data of the Company's employees.

2.9. Supervise the training of subordinates, create conditions for them to improve their skills, professional growth, business career development and promotion in accordance with personal merit and skill level.

2.10. Monitor compliance by subordinates with the rules of labor protection and safety, industrial sanitation and fire protection.

2.11. Use in relation to subordinates the granted rights to encourage them (bring them to responsibility).

2.12. Create conditions for the introduction and proper functioning of advanced marketing technologies, their subsequent improvement and optimization.

2.13. Manage planning and reporting on marketing activities.

2.14. Manage the distribution of tasks, ensuring their timely, rhythmic and uniform communication to subordinate units, the forms of documents necessary to ensure activities, as well as internal organizational, regulatory and regulatory and methodological documents on marketing management.

2.15. Study, generalize and apply in practical activities advanced domestic and foreign experience in marketing management.

2.16. Consider proposals for ensuring ergonomic working conditions, rationalization of workplaces and submit them for decision to the head of the Company.

2.17. Advise the head of the Company, heads of departments on topical and pressing issues practical organization marketing.

2.18. Timely and fully work out and submit reporting and other documentation to officials with appropriate powers. If necessary, the Deputy Marketing Director may be involved in the implementation of his official duties overtime, by decision of the head of the Company, in the manner prescribed by labor legislation.

The Deputy Director for Marketing is obliged, on the basis of orders of the head of the Company, in the absence of the latter (vacation, illness, business trip), to perform the duties of the head of the Company, while acquiring appropriate powers and rights.

3. Rights

The Deputy Marketing Director has the right to:

3.1. Make decisions in order to properly organize marketing work, ensure the daily activities of the Company's marketing departments - on all issues within its competence.

3.2. Submit to the head of the Company their proposals for encouraging (bringing to account) subordinate employees in cases where their own powers are not enough for this.

3.3. Prepare and submit to the head of the Company their proposals for improving marketing work, its additional staffing, logistics.

3.4. Participate in the work of collegiate management bodies when considering issues related to marketing.

4. Responsibility and performance evaluation

4.1. The Deputy Marketing Director bears administrative, disciplinary and material (and in some cases, provided for by the legislation of the Russian Federation, also criminal) responsibility for:

4.1.1. Non-fulfillment or improper fulfillment of official instructions of the immediate supervisor.

4.1.2. Failure or improper performance of labor functions and the tasks assigned to him.

4.1.3. Unlawful use of the granted official powers, as well as their use for personal purposes.

4.1.4. Inaccurate information about the status of the work entrusted to him.

4.1.5. Failure to take measures to suppress the identified violations of safety regulations, fire and other rules that pose a threat to the activities of the enterprise and its employees.

4.1.6. Failure to enforce labor discipline.

4.2. The evaluation of the work of the Deputy Marketing Director is carried out:

4.2.1. Direct supervisor - regularly, in the course of the daily implementation by the employee of his labor functions.

4.2.2. Certification Commission enterprises - periodically, but at least once every two years, based on the documented results of work for the evaluation period.

4.3. The main criterion for evaluating the work of the Deputy Marketing Director is the quality, completeness and timeliness of his performance of the tasks provided for by this instruction.

5. Working conditions

5.1. The mode of work of the Deputy Marketing Director is determined in accordance with the internal labor regulations established by the Company.

5.2. In connection with production necessity the deputy marketing director is obliged to travel on business trips (including local ones).

5.3. In connection with the production need, the Deputy Marketing Director may be provided with company vehicles to perform his labor functions.

6. Right to sign

6.1. To ensure his activities, the Deputy Marketing Director is given the right to sign organizational and administrative documents on issues that are part of his functional duties.

Familiarized with the instruction ___________ / ____________ / "____" _______ 20__