The Marketing Executive: What They Do and How To Get There

Have you ever wondered what it's like to move into a higher-level marketing role or are you being promoted and wondering what to expect? Here we explore what marketing executives do, what skills they have and how you can move into the C-suite.

What does a Marketing Executive do?

A marketing executive is in a leadership role in a company, usually responsible for developing yearly marketing plans and leading a marketing team to increase the business’ profitability. Events, public relations, product development, market research, marketing efforts and product development are some of the responsibilities of this type of role. Oftentimes, marketing executives have diverse tasks every day, from analytical research to creative development.

Marketing Executive Responsibilities and Qualifications

A marketing executive’s responsibilities can vary depending on the company structure, industry and the organization’s needs. However, there are general responsibilities for those in a marketing executive role. According to some recent job descriptions, those in a Vice President or C-suite role commonly are expected to complete these tasks:

• Take responsibility for the annual marketing plan, strategy and team.
• Identify and plan differentiated and impactful marketing strategies/materials.
• Drive revenue by increasing sales through marketing activities.
• Develop the structure of the business’s marketing department.
• Negotiate advertising contacts.
• Approve marketing campaign ideas.
• Maintain brand standards and ensure compliance across all marketing and communications channels.
• Direct and support market research collection, analysis, and interpretation of market data for short- and long-term market forecasts and reports.
• Participate in the quarterly and annual planning of the company’s objectives.

Generally, qualifications often include:

• Previous working experience as a marketing director or other senior-level roles.
• Master’s degree in Marketing, Communications or similar relevant fields.
• Outstanding communication, presentation and leadership skills.
• Sense of ownership and pride in your performance and its impact on a company’s success.

A Look at 4 Marketing Executive Jobs and Salaries

Vice President of Marketing

Average Salary: $280,000

It is the responsibility of a Vice President of Marketing to manage a company's overall marketing efforts. Vice presidents are responsible for overseeing marketing strategies and efforts to achieve business goals and strengthen a company's market position. VPs of marketing set strategic goals, develop a marketing plan, manage budgets, supervise a marketing team evaluate marketing campaigns, work with other departments and represent the organization. Most VPs of marketing have around 10 years of experience with a few years of managerial experience.

Hard and soft skills include:

• Analytical skills.
• Market research skills.
• Documentation skills.
• Presentation skills.
• SEO skills.
• Basic design skills.
• Communication skills.
• Time management skills.
• Organizational skills.
• Team building skills.

Check out M.S. Data Marketing Communications alum and adjunct instructor Josh Wilson’s campaign feature for the Whitefish Credit Union.

Chief Strategy Officer

Average salary: $150,000

Chief strategy officers (CSOs) formulate and manage strategy, which includes developing corporate vision and strategy, making sure strategic planning is implemented and leading strategic initiatives. They facilitate, coordinate and ensure the company’s strategy. The CSO often reports to the CEO and works with senior leadership to develop long-term and short-term initiatives to guide the organization through the business planning process. The CSO usually has 10+ years of experience and some leadership experience.

Hard and soft skills include:

• Business development.
• Strategic thinking.
• Strategy development.
• Collaborative skills.
• Strategic direction.
• Analytical thinking.
• Communication skills.

Chief Marketing Officer

Average Salary: $350,000

The chief marketing officer is responsible for overseeing an organization's marketing efforts. A CMO is expected to lead the company’s advertising activities, brand management, market research, product development and management, marketing communications, pricing and customer service. A CMO generally has 10+ years of experience with managerial experience. This role establishes goals and plans for the marketing department and ensures they are met. They keep senior leaders and stakeholders informed and usually report to the CEO.

Hard and soft skills include:

• Project management.
• Product development.
• Analytical skills.
• Crisis management.
• Social media management.
• People management.
• Leadership skills.
• Presentation skills.
• Communication skills.
• Negotiation skills.

Chief Experience Officer

Average salary: $830,000

A chief experience officer (CXO) is responsible for enhancing the overall customer experience. Generally reporting to the CEO, CMO or COO, CXOs oversee the customer experience strategy. The CXO fosters brand and customer loyalty and drives customer-centric approaches. Commonly, a CXO will research customers and map customer journeys, create policies and initiatives, collect data and feedback, build a customer-centric culture and align the employee and customer experience. Most CXOs have worked in marketing, sales or customer experience for 10+ years and have some leadership skills.

Hard and soft skills include:

• Technology skills.
• Collaborative skills.
• Problem-solving skills.
• Communication skills.
• Strategic thinking.
• Adaptability.
• Influence skills.
• Market research skills.

Check out M.S. Data Marketing Communications alum and adjunct instructor Dan Dipiazzo’s campaign feature for the Georgia Aquarium.

How to Become a Marketing Executive

Marketing executives usually have at least a bachelor’s degree in marketing or a related field. Oftentimes, a master’s degree in marketing or a related field will also be required, or open up more job opportunities. Most marketing executives have 10+ years of experience, with several years of leadership and manager experience. Focusing on gaining experience and improving your skills based on the role you want is a good start. Another way to stand out by furthering your education.

WVU’s Executive Cohort within the M.S. IMC Degree

Designed with mid-career, director-level marketing communications professionals in mind, the M.S. IMC Executive Cohort prepares you for the VP or C-suite role you want. You’ll become an expert in digital media, audience engagement and campaign-building by learning from practitioner instructors who are leaders in the industry.

This one-time cohort is offered in Fall 2024 only and includes in-course projects and independent study opportunities for you to focus on developing a marketing plan for your current organization.

I wanted to gain new competencies to advance from a mid-level management role, stand out in a competitive job market and still engage my creative streak — the WVU IMC program was a natural fit. Mary Young, M.S. IMC 2021, VP of Communications at American Frozen Food Institute

Our close-knit community of 2,500+ alumni hold elite positions all over the world, and they are passionate about supporting IMC students and alumni. Join this network and experience the true meaning of "Once a Mountaineer, always a Mountaineer!"

Explore the program, meet the faculty and submit your proposal to be considered. There are only 20 seats available and the deadline is May 1, 2024.

Explore the M.S. IMC: Executive Cohort

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