The marketing director's functions are. Marketing director: how to find a specialist who will bring the company millions. Requirements for a marketing director

Marketing Director is a very responsible profession, on which the profitability, success, image and development of the company depend. This is one of the highest paid jobs in the Russian market and the most difficult one. Analytical skills, creative thinking and a responsible approach to business can make a promising specialist out of an aspiring marketer.

Profession

The specialist who is responsible for the marketing policy of the company, conducts marketing research, develops sales programs, builds an advertising strategy, manages financial resources, is called the director of the marketing department.

The Marketing Director is involved from the production process to the arrival of the product on the shelves or its release to the market in general. This person knows absolutely everything about the product and makes it popular. He determines the needs of the target audience and predicts the demand for products, is engaged in the development and improvement of goods, and also manages financial issues, including pricing.

The responsibilities of a CMO include a wide variety of tasks and requirements. The profession itself can be divided into several narrowly focused categories, such as director of marketing and advertising or sales, etc. Depending on the needs of the enterprise, the main functions and tasks of the marketing department are built, which is headed by the marketing director.

Professional skills

The CMO's responsibilities are based on the following criteria:

• Knowledge of legislative and legal acts.
• Understanding of business processes.
• Understanding of market relations.
• Knowledge of the laws of the advertising market.
• Ability to determine the ability to pay.
• Possession of information about the product and its specifics.
• Marketing research skills.
• Competitive analysis skills.
• Marketing management skills.
• Experience in budget planning.
• Knowledge of foreign languages ​​at a conversational and business level.

Job responsibilities

Job responsibilities of the Marketing Director:

1. Analyze consumer demand for products.

2. Plan and implement the marketing policy of the company based on the analysis of the market and consumer demand.

3. Study the market, conduct marketing research in relation to your product.

4. Participate in the sale of products, expand sales channels, advertise and promote the product.

5. Improving the properties of products.

6. Control the assessment of consumers about the product, determine the attitude of consumers.

7. To improve the competitive quality of products.

8. To monitor the maintenance of the image and reputation of the company.

9. Form the corporate identity of the company.

10. Responsible for the commercial and economic side of the company.

12. Promote sales.

13. Competently manage the budget and be responsible for its targeted distribution.

15. Develop a development strategy.

Briefly summarizing the responsibilities of the CMO, it can be noted that his activities are divided into three main categories. It:

• Analysis of consumer preferences and forecasting of consumer demand.
• Preparation of proposals for product improvement and definition of marketing policy based on analysis.
• Development of a production program and sales of products, as well as launching an advertising campaign.

Personal qualities

In addition to his direct responsibilities, a marketing director must have the following qualities that will help to effectively carry out work tasks. The most important ones are:

• Stress tolerance.
• A responsibility.
• Determination.
• Have organizational skills.
• Rationalism, pragmatism, foresight.
• Sociability.
• Purposefulness.
• Ability to competently negotiate.
• Teamwork skills.
• Have managerial skills as a leader.
• Diligence.
• Strategic thinking.

Basic requirements for candidates

In some companies, the functions and responsibilities of the CMO may differ in part depending on the specifics and needs of the company itself. The most basic and necessary requirements suitable for this position can be interpreted as follows:

• Higher education in economics or marketing.
• Experience in this field.
• Experience in solving complex marketing problems.
• Management skills.
• High level of communication.
• Knowledge of the advertising market.
• Knowledge of foreign languages ​​at a high level.
• Presentation skills.
• Experience in bringing products to market.

Requirements and responsibilities of the CMO can be changed and supplemented depending on the direction or internal policy of the company.

Deputy Director

Duties of the Deputy Marketing Director:

• Carry out the development of marketing policies based on the collected data (analysis) about the product and consumer demand.
• Provide and control the interaction between departments aimed at the sale of goods.
• Identify new sales markets.
• Coordinate the activities of the departments for the collection and analysis of information and the creation of a database.
• Confirm objectives and goals.
• Study the opinions of consumers about the product.
• Identify the need for marketing activities.
• Organize promotions, performances at events.
• Prepare for events and appearances in front of the media.
• Prepare proposals for the formation of the company's brand.
• Plan budgeting.
• Carry out marketing activities on the Internet.
• Prepare reports on completed projects.

In the course of his activities, the Deputy Marketing Director must be guided by the Labor Code of the Russian Federation, regulations, orders and orders of the management (General Director), the policy of the company management, and the general management of the marketing and advertising department.

The deputy performs all the same duties of the marketing director at the time of his absence.

Marketing and advertising

Advertising and marketing are inextricably linked. Advertising is included in the marketing communications complex. It plays an important role, since it connects the buyer and the seller, is a means of mass communication, thereby influencing the development and promotion of goods.

Main functions:

• Informing consumers about the product.
• Attracting buyers.
• Impact on bulk sales.
• Increasing brand awareness.
• Promotes turnover growth and stimulates sales.

Key responsibilities of the Director of Marketing and Advertising:

• Development of advertising and PR strategies.
• Analysis of competing advertising companies.
• Scheduling advertising and PR tasks.
• Interaction with the media.
• Brand formation (brand creation, corporate identity).
• Ensuring the promotion of products on the sales market.
• Distribution of the budget for advertising activities.
• Formation of advertising activities.
• Design of printing materials, selection of design, development of text and graphics.
• Control of advertising activities.

Collectively, all responsibilities are based on marketing and advertising campaign management. To do this, you must have the skills of planning, organizing and coordinating. A worthy candidate for the position of Director of Marketing and Advertising must have a distinguished management experience, have an education in management, economics and advertising PR.

Marketing & Sales

Marketing and Sales Director is a rather prestigious and highly paid profession that requires a lot of experience and a high level of responsibility. The ability to quickly make competent decisions, organize teamwork, be pragmatic and creative is a good guarantee of a professional.

Responsibilities of the Director of Marketing and Sales:

• Planning and determination of pricing policy.
• Marketing strategy development and sales organization.
• Planning a strategy for bringing a product to market.
• Product promotion.
• Approval of the budget for the promotion.
• Control over the selection of managers and marketers.
• Assessment of the professional level of employees.
• Dealer management.
• Expansion of the distribution channel, negotiation, conclusion of contracts.
• Control of the client base.
• Control over the effectiveness of sales.

It became clear what the activity of a marketing director was.

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

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

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

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

Places of work

The position of marketing director is present in any large company - only there is a separate unit for the corresponding department. In small companies, these are the things that the CEO, sales manager, or marketing manager handles.

Responsibilities of the Marketing Director

Typically, the main job responsibilities of a CMO are:

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

Sometimes the functions of a marketing director include:

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

Requirements for a marketing director

Different companies have different company specifics, but the basic requirements for a CMO are approximately the same:

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

Additionally, you may need:

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

Howard Schultz is the CEO of Starbucks. He managed the company in the 1990s and 2000s and made it one of the leaders in the global market. A striking example of how a successful marketer becomes a famous and popular personality, quoted by major media.

How to Become a Marketing Director

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

However, there is a big difference between a cool marketer and a CMO. The director has people subordinate to him, and he has a huge number of tasks in his area of ​​responsibility. Therefore, as a marketer, at some point you will have to "raise the bar" and take the liberty of being responsible for the results of the work of other specialists. Technically, it's easy (redesigning a resume and finding a job), but psychologically difficult (you need to stop working yourself and hand over 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 low income.

September 24, 2012 One comment

Many employees of enterprises, including those working in the field of marketing, do not always clearly understand what the responsibilities of a marketing director are. At the same time, this is one of the leading positions in any modern company and its importance will only increase in the future.

So, as a marketing director, by order of the general director of an enterprise, a person is usually appointed who has completed a specialized (economic) education and who has worked in the field of marketing for at least three years.

Upon appointment, the person named:

1. Develops the marketing policy of the enterprise, based on the analysis of consumer qualities of goods, forecasting consumer demand, as well as data on the consumer qualities of competitors' products.

3. Organizes research of consumer opinion about the proposed product. Makes proposals aimed at improving the quality and competitiveness of the goods.

4. Coordinates the activities of the firm's employees on the analysis and collection of commercial information, the creation of a bank of marketing information (market capacity, stock availability, supply requests, etc.).

5. Organizes control over the timely elimination of deficiencies, which are indicated in claims and reclamations received from consumers, as well as over the motivation of customers' attitude to the company's products.

6. Carries out the organization of planning and reporting in the marketing and sales departments.

7. Prepares proposals for the formation of the brand and trade mark of the company.

9. Takes part in the certification of employees of the unit.

As you can see, the responsibilities of a CMO are quite extensive in scope and content. The above indicates an increase in the value of this position in the top management of any enterprise.

I APPROVE:

[Job title]

_______________________________

_______________________________

[Name of company]

_______________________________

_______________________/[FULL NAME.]/

"______" _______________ 20___

JOB DESCRIPTION

Deputy Director of Marketing

1. General Provisions

1.1. This job description defines and regulates the powers, functional and job responsibilities, rights and responsibilities of the Deputy Marketing Director [Organization name in the genitive case] (hereinafter - the Company).

1.2. The Deputy Director for Marketing is appointed 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 Deputy Marketing Director is responsible for:

• proper organization of marketing work in accordance with the approved programs (plans) of the Company;
• executive and labor discipline of employees of production units;
• safety of documents (information) containing information constituting a commercial secret of the Company, other confidential information, including personal data of employees of the Company;
• 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 relevant profile of the enterprise in the industry of the economy for at least 5 years are appointed to the position of Deputy Director for Marketing.

1.7. In practice, the deputy director of marketing should be guided by:

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

1.8. The Deputy Marketing Director should know:

• normative legal acts, regulations, instructions, other guidance materials and normative documents governing the organization of the sale and sale of goods, the provision of services, methodological materials for organizing marketing and assessing the financial and economic condition and market capacity;
• methods for determining the solvency of demand for manufactured products and the procedure for developing long-term and current plans for the production and sale 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 the products and services provided;
• methods for studying market conditions and developing forecasts of the demand for manufactured products;
• organization of advertising business;
• the procedure for consideration and preparation of advertising documentation and responses to claims;
• conditions for concluding commercial transactions and methods of bringing goods (services) to consumers;
• methods for studying the motivation of consumers' attitudes towards products;
• advanced domestic and foreign experience in organizing the sale of goods and services to the population;
• fundamentals of psychology, economics and labor organization;
• internal labor regulations;
• rules and regulations of labor protection.

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

2. Job responsibilities

The Deputy Marketing Director is obliged to perform the following job functions:

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

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

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

2.4. Organize the study of consumers' opinions about the products (services) manufactured by the enterprise, its influence 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 the corporate design of advertising products and ensure their implementation.

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

2.8. Ensure reliable protection of information (documents) containing information constituting a commercial 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 qualifications, professional growth, business career development and official promotion in accordance with personal merit and qualifications.

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

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

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

2.13. Lead the planning and reporting of marketing work.

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

2.15. To study, generalize and apply in practice the advanced domestic and foreign experience in marketing management.

2.16. Consider proposals for ensuring ergonomic working conditions, rationalizing workplaces and submitting them for decision making to the head of the Company.

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

2.18. Timely and in full to work out and submit reporting and other documentation to officials with the appropriate powers. If necessary, the Deputy Marketing Director may be involved in the performance 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 the orders of the head of the Company, in the absence of the latter (vacation, illness, business trip), to fulfill the duties of the head of the Company, while acquiring the 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 marketing departments of the Company, on all issues related to his competence.

3.2. Provide the head of the Company with their proposals for encouraging (holding accountable) 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 personnel, material and technical support.

3.4. Participate in the work of collegial 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 stipulated by the legislation of the Russian Federation - and criminal) responsibility for:

4.1.1. Failure to comply or improper fulfillment of the official instructions of the immediate supervisor.

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

4.1.3. Misuse 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 safety 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. Assessment of the work of the Deputy Director for Marketing is carried out:

4.2.1. Immediate supervisor - regularly, in the process of the employee's daily performance of his labor functions.

4.2.2. The attestation commission of the enterprise - periodically, but at least once every two years, based on the documented results of the work for the evaluation period.

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

5. Working conditions

5.1. The working hours of the Deputy Marketing Director are determined in accordance with the internal labor regulations established by the Company.

5.2. In connection with production needs, the Deputy Marketing Director is obliged to go on business trips (including those of local importance).

5.3. In connection with production needs, the deputy director of marketing may be provided with official vehicles to perform his job functions.

6. Authority to sign

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

Acquainted with the instructions ___________ / ____________ / "____" _______ 20__

Who is a Marketing Director?

Marketing is an activity related to the promotion of a company's products or services on the market, the search for new markets and new consumers. Marketing is often confused with advertising, although advertising is actually just one of the tools marketers use. And a marketing director is an employee who directs the marketing activities of a particular enterprise.

Quite often, the CMO position is confused with the CMO position. However, this is not at all the same thing: the head of a department manages exclusively his department, and the director, as a rule, determines all the marketing work of the enterprise. Moreover, the marketing director can be the head of the head of the relevant department and some others (sales and logistics departments, dealer service, etc.).

What is his job description?

The position of the marketing director is not one of those for which a job description must certainly be available in the enterprise, but it is still desirable to draw up one. After all, the job description of the marketing director is the very document that defines almost all the main points regarding the work of this particular specialist:

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1. Determination of the position according to the staffing table approved at the enterprise.
2. Competence requirements (required education, amount of additional knowledge, required work experience). This section can either be highlighted separately or combined with the first in the "General Provisions".
3. Responsibilities assigned to the Marketing Director.
4. Rights vested in a marketing director
5. The responsibility he bears.

Usually, each of the above categories of information is recorded in a separate section of the job description - we will talk about them in detail below.

Responsibilities of the Marketing Director

The main reason why job descriptions are introduced at the enterprise is the need to clearly establish the responsibilities assigned to people in specific positions. The position of Marketing Director is no exception. The specific list of duties depends on the specifics of the firm's work, however, more often than others, the following are found in the job description of this specialist:

1. Development of an enterprise policy in the field of marketing, taking into account the consumer properties of the manufactured goods or services provided, as well as the market situation.
2. Coordination with the company's management of the budget for marketing activities.
3. Determining the need for and direction of marketing research, and guiding marketers conducting this research.
4. Coordination of the work of all departments subordinate to the director in the field of collecting commercial information and its analysis.
5. Working with consumers, studying their opinions about the work of the company (including analysis of incoming complaints and claims), as well as preparing proposals aimed at improving the quality and competitiveness of products, based on the data obtained.
6. Development of an advertising strategy for the enterprise.
7. Leading the development of trade marks and brands under which the company operates, its corporate identity and product design.
8. Planning of marketing and sales work, control over the maintenance of the necessary documentation by employees of the marketing service.
9. Conducting certification of units headed by a director (marketing department, dealer service, etc.).
10. Management of employees of subordinate units (in particular, the marketing department), control over the observance of discipline

If necessary, the list of responsibilities can be expanded. However, in any case, the main thing remains: a marketing director is a person who creates and maintains teams of marketers and specialists working with them, as well as manages their work and is responsible for their activities.

Marketing Director Rights

The content of the job description cannot be limited by duties alone. Indeed, in order to carry out his professional activities, the marketing director must be endowed with certain rights, which are also reflected in the instructions. For example, the instructions may say that this employee has the right to:

• get acquainted with any documents relating to the work of the marketing department and other departments, whose activities he manages;
• contact the management of the company with suggestions for improving the work;
• involve, if necessary, employees of all structural divisions to solve the tasks assigned to the marketing director (in this case, employees are involved within the limits of their official duties);
• demand the provision of information necessary for the work of the departments entrusted to him;
• make proposals regarding the reward or disciplinary punishment of employees who are directly managed by him;
• sign documents related to the competence of the marketing director;
• contact third-party organizations for information, enter into business correspondence and conduct negotiations on behalf of their company.

In addition, the marketing director also has general rights under labor law.

Marketing Director's Responsibility

This section states that the limits of responsibility to which a director can be involved are determined by the current legislation, as well as by the internal rules of the enterprise. In particular, for the untimely or improper performance of his duties, the marketing director may be:

• subject to the penalty provided for by labor legislation;
• temporarily suspended from work for the duration of the official investigation;
• fired.

In addition, the marketing director is liable under civil law (for disclosing commercial secrets, etc.), and in some cases may also be brought to administrative and criminal liability.