what is a marketing executive?

When you are a marketing executive, your primary duty is to develop marketing strategies and campaigns to push products or services to consumers. Your profession is focused on driving sales, increasing revenue and building brand visibility for your company. Hence, your work covers a range of duties, from public relations and organising events to market research and product development.

As a marketing executive, you usually work for one employer and organise their promotional events and marketing campaigns. Marketing executives in consultancy companies handle various marketing campaigns for different organisations.

Marketing executive can be a junior-level or senior-level position depending on the size of the business. For instance, in small and medium-sized businesses, a marketing executive works at a high rank and closer to the senior management to advise on the best marketing strategies. However, a marketing executive takes on an entry-level role in large companies and works closely with junior marketing assistants and coordinators.

Regardless of the position in a company, all marketing executives perform similar duties and can work in diverse industries. Common industries that employ marketing executives include finance, retail and media.

Would working as a marketing executive suit your passion for interacting with new people? Do you feel the urge to prove that you can be successful in marketing? Then read on to find out what competencies and qualifications you need to thrive in a marketing executive role.

marketing executive jobs

average salary of a marketing executive

According to the National Careers Service, the average salary for a marketing executive at an entry-level position is £20,000 annually, while experienced professionals earn up to £35,000 a year. The basic wages often depend on the company size and your educational qualifications. As you gain more expertise, your wages will reflect the value you bring to the organisation. 

Aside from basic salary, marketing executives also enjoy bonuses for successful campaigns and multiple benefits. Some employers pay for overtime and add commissions for new clients you bring to the company.

how to increase your salary as a marketing executive

The wages and salaries of marketing executives mainly depend on your qualifications and experience. At entry-level, you have minimal transferable skills, and it will take time for you to accomplish notable achievements. On the other hand, experienced marketing executives understand the market and how to ensure success. Therefore, their compensation package reflects what they bring to the table.

Company size also affects your salary potential. For instance, start-ups have limited budgets and funds to spend, while large companies have unlimited resources. Besides, large companies pay more due to the complexity and demanding nature of the work. Urban locations also have attractive salaries compared to smaller towns.


types of marketing executives

Marketing executives often wear many hats, from market research to digital marketing and public relations. Instead of juggling all these roles, you can specialise in specific areas, including:

  • market research analyst: as a marketing executive focused on market research, you will assist your employer in targeted marketing. Your job is to research the market using sales trends, consumer behaviour and competitors to develop marketing strategies.
  • digital marketing analyst: marketing executives focus on digital marketing through search engine optimisation and pay per click advertising. You also revamp the social media outreach of your employer through adverts and campaigns to increase visibility.
  • international marketing executive: most marketing executives focus on one company and selling to the local market. International marketing executives often work for multinational companies to streamline marketing campaigns in various countries.

working as a marketing executive

As a marketing executive, you focus on creating strategies that will distinguish your employer's products from other goods in the market. To achieve this, you should break down your tasks to achieve your objectives. Read on to find out what a marketing executive role entails.

Four colleagues having a meeting in a meeting room. Financial charts in the background.
Four colleagues having a meeting in a meeting room. Financial charts in the background.

education & skills

To kick-start your marketing executive career, it is important to have the following entry qualifications and training:

  • college and degree programmes: employers usually recruit higher national diploma (HND) or degree graduates in psychology, marketing, business management and advertising. You need 2 to 3 A levels for a degree, while for a higher national diploma and foundation degree, 1 or 2 A levels will get you into college. When you finish, you can join a graduate position in marketing.
  • apprenticeship: if you don't have a degree or HND, you can still become a marketing executive through apprenticeship. To qualify for a marketing assistant advanced apprenticeship, you need 5 GCSEs at Grades 9 to 4, while a higher or degree apprenticeship requires 4 or 5 GCSEs at Grades 9 to 4 with an A level.
  • certification: certification from the Chartered Institute of Marketing will boost your job prospects. Besides, joining the membership introduces you to industry contacts who can build your career.
  • work experience: at an entry-level position, you only need an internship, but it can help your application if you have prior work experience in retail, sales or public relations. Volunteering opportunities that require you to promote or be part of a campaign also show that you are proactive and enthusiastic about the job.

skills and competencies

Some of the skills you need as a marketing executive include:

  • communication skills: since marketing is a form of communication, you need to be an expert in communicating through various channels. Aside from talking to clients, you need communication skills to develop social media posts, write adverts and compose scripts.
  • interpersonal skills: as a marketing executive, your role will be the marketing head on a team of marketing assistants. It is essential to interact well with your team members to ensure information sharing and appreciation of everyone's contribution to the team.
  • people skills: it is your job to ensure every potential customer you interact with is happy. Hence, you should understand customers' needs and the best approaches to use in your marketing campaigns.
  • creativity: developing interactive campaign advertisements and sales copies requires creativity. You find exciting ways to introduce a product to the market and make it relatable to the target audience.
  • analytical skills: before launching a campaign, it is important to analyse results from market research. Your analytical skills will help you draw accurate conclusions and determine the best course of action.
Two males and a female standing up while having a conversation
Two males and a female standing up while having a conversation


FAQs about working as a marketing executive.

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