Marketing Job Description: Marketer Duties, Skills and Education

Marketers have a significant influence on the success of a company’s promotional campaigns. The results they produce can increase the profitability of their company so they can hire more employees and streamline business operations. In this article, we describe what a marketer is; what they do; and the education, work experience and skills required to succeed in this role.

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What is a marketer?

A marketer is an individual who promotes products and services on behalf of a company. They typically focus their efforts on particular demographics that the company designates. Marketers engage with their target audience online or events inside or outside of the company’s location.

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What does a marketer do?

Marketers are responsible for the development and execution of a company’s marketing campaigns to boost its promotional efforts. Their goal is to recognize an audience’s need to purchase their company’s products and to grow the business’ profits by increasing sales. Marketers create a message that explains the benefits of the product customers purchase and how it impacts them. Marketers may market products and services to businesses instead of customers who shop at brick-and-mortar locations.

Here are some of the duties and responsibilities of a marketer within a job description. Marketers:

  • Creating marketing goals related to customer acquisition, lead generation and revenue
  • Conducting market research on competitors to augment marketing efforts
  • Specifying a company’s target audience based on market research
  • Producing and editing content like social media posts, videos, e-books, infographics, presentation decks and webinars
  • Cultivating relationships with potential customers—such as prospects and leads—to build the company’s clientele
  • Monitoring social media traffic to measure the public’s perception of the company’s brand
  • Testing the quality of emails, social media posts and the company’s landing page
  • Analyzing the results of campaigns and making changes to outlast competitors

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Required education to become a marketer

You need a minimum of a Bachelor’s Degree in Marketing or Business Administration to work as a marketer. An employer may want you to get a master’s degree to grow your communication, sales and public speaking skills before entering the workforce. Earning a master’s degree can increase your earning potential and your eligibility to serve in leadership roles for an organization. Working toward this degree can also help you network with professionals who work in marketing roles that align with your career interests.

Required work experience to become a marketer

The work experience you need depends on the type of role you’re applying for. For most, it is recommended to work in an Internship role and then, earn applicable certifications prior to being qualified for an entry-level role. An entry-level role in marketing gives you the experience to work with clients and contribute to the development of a company’s marketing strategy. You can add this experience to your resume when applying for open positions in the future.

Skills required to become a marketer

The skills you gain while working as a marketer may help you get interviews for high-level roles.

Some of the skills you need to succeed as a marketer include:

  • Communication skills
  • Analytical skills
  • Writing skills
  • Problem-solving skills
  • Research skills

Communication skills

Marketers need strong communication skills to communicate a company’s message to its target audience. They also need to be able to effectively communicate with coworkers, meet with customers and produce and publish content on digital platforms. Enhance your presentation skills and the quality of content you create to demonstrate how you scaled your company’s marketing efforts to future employers.

Analytical skills

Your analytical skills display how you can gather and interpret data in relation to your company’s marketing campaigns. These skills give you the capability to understand various reporting software that measures key performance indicators (KPIs) and the amount of revenue earned from each client.

Writing skills

Writing skills reveal how effectively you can communicate your company’s story to target audiences. Being able to write shows that you’re able to offer a unique message to leads about why they should follow your company’s call-to-action, which includes buying and selling products, subscribing to emails or taking a survey on your company’s website. Write different pieces of content like blogs and white papers to broaden your writing and storytelling skills.

Problem-solving skills

Problem-solving skills exhibit how marketers can perform well when working with clients and coworkers in your company’s marketing department. You may have to change your messaging in your content to target a separate audience or use a different platform to increase the reach of the campaign. Propose solutions to clients and customers to show your willingness to generate solutions and raise their interest in working with you.

Research skills

Your research skills are a tool that helps you pinpoint problems and solutions for your company’s marketing strategy. For example, you may perform market research on the impact of millennials buying products in the fashion industry. If you work for a fashion company’s marketing department, you can use this research to find out the best way to target millennials and keep them connected to your company’s brand. Listing how your research skills affect the performance of a marketing campaign bolsters your prospects for future marketing positions.

Tips to succeed as a marketer

Here are tips to help you become a successful marketer:

Engage in conversations

Speaking to your coworkers, clients and marketing professionals at industry conferences presents you opportunities to promote yourself and the company you work for. Take time during each day to speak with your colleagues to get more comfortable talking about yourself, your company and your work with clients. You’ll likely gain confidence in your ability to promote your personal brand and interview with employers.

Build a portfolio

A portfolio conveys the experience you’ve earned in marketing throughout your professional career. Design and give your digital and physical portfolio to employers—whether you’re applying or interviewing for a job—to show your skills and advance your career.

Stay updated on industry information

Reading marketing industry articles and novels provide you with the opportunity to obtain more knowledge to use in the workplace. Take notes to absorb more information, apply it to your job and earn results that you can add to your resume.