Marketing Executive

Job Profile
Background The position of Marketing Executive for a photographic equipment manufacturer, or one of its many divisions, is a dynamic, challenging and highly rewarding career choice. It is the Marketing Executives job to use their business skills and their creativity to help promote the manufacturers brands, products and services to targeted groups of customers, commercial users and client businesses within the national and international marketplace. Marketing Executives spend much of their time working in offices but may also travel to meet with clients, market researchers, design consultants and journalists. They are also likely to attend trade fairs, conferences, exhibitions and product launches. The work is well paid with excellent career prospects for those who can combine marketing skills with a passion for and a specialist understanding of Photo Imaging and its rapidly expanding range of applications. What is the job? Given the value of the marketplace, the rapid advances in technology and the large number of competing products available, it is unsurprising that manufacturing is a hugely dynamic and highly lucrative sector. In this arena, Photographic Graduates, who have a head for business, can find gainful employment in the Sales and Marketing Departments of the photographic manufacturing companies. The key distinction between the work of the two departments is that the Marketing Team is responsible for the pricing, placement and promotion of each product within the marketplace, whereas the sales team is responsible for implementing these marketing strategies on the ground, turning product awareness into sales, and feeding back market intelligence to the Marketing Team. Global manufacturers with many brands and products will usually have distinct Marketing Departments for each of their operational divisions. These are usually grouped around market sectors with names like: Business Imaging, Consumer Imaging, Life Sciences, Prepress and Graphic Arts, Photofinishing or Healthcare. Each division may be responsible for the marketing of numerous different brands, products and services. As a result a single division within a manufacturing conglomerate may employ numerous Marketing Executives in an effort to maximise revenue streams from sales of their equipment, consumables and support services. Since most photographic manufacturers operate on a global level, Marketing Executives typically work within guidelines set by head office and are therefore able to draw on the market research and marketing experience of many different national and continental markets.

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Job Profile Photo Imaging Manufacturers

Depending on the level of seniority and particular role within the Marketing Team, typical duties and responsibilities related to this Job Profile can include: Organising the research and analysis of consumer demand and market trends within the local and global market Analysing the features and potential uses of specific products and services to determine a set of benefits that target a specific group of customers or clients Researching market trends, consumer attitudes and gaps in the market, as well as competitors marketing strategies Identifying target markets and how best to reach them Coming up with creative ideas for marketing campaigns that communicate benefits to the consumer or client Providing information to help plan campaigns and manage budgets Arranging for advertisements to be placed in newspapers, magazines, the trade press, TV or radio Making sure that campaigns meet their deadlines and run on budget Organising the production of posters, brochures and websites Briefing and overseeing the work of advertising and design staff Writing and distributing press releases and mailshots Maintaining a database of customers and clients Communicating with customers using various marketing strategies that persuade customers to buy company products (these include media advertising, direct mail, websites and corporate sponsorship of events) Providing product knowledge and training materials to the sales staff and assists representatives in dealer training Helping develop training seminars, programmes for dealer use and assisting Sales Representatives with training of retail staff Organising and attending product launches, exhibitions and sales meetings ensuring proper equipment is available and in working order Attending trade shows and conferences Assisting with event management including direct support for press, analysts and customers. Networking with clients, suppliers and the media Liaising with the sales team and updating the marketing strategy in line with new market intelligence Monitoring and reporting on the effectiveness of strategies and campaigns to managers.

Many new products may have a relatively short 'life-cycle'. Marketing Executives therefore need to have a very good understanding of the market for photo imaging products and help set prices and develop promotions that will maximise product sales from market entry to end-of-life promotions. The work is mainly office-based, but Marketing Executives may also travel to meet clients and attend conferences, exhibitions and product launches. Most Marketing Executives work regular hours: 9am to 5pm, Monday to Friday. That said, they may sometimes need to work after hours and on weekends at busy times, for instance during the run-up to a new product launch. They may also need to attend networking events in the evenings. Marketing Executives are usually well paid with good starting salaries (in line with those paid to marketing executives in related hi-tech industries) and excellent prospects for improvement with experience. Successful companies seek to retain good marketing staff and promotion prospects are very good.

Job Profile Photo Imaging Manufacturers

Typical Career Routes The photo imaging industry is highly technical and incorporates a number of different sectors with their own distinct patterns of demand. For this reason people who want to develop a career as a Marketing Executive within the photo imaging sector need to combine a specific understanding of the photo imaging sector with marketing qualifications and/or sales and marketing experience. Marketing Executives within the manufacturing sector of photo imaging often start as Marketing Assistants straight out of university or college and then develop their skills and experience on the job. Because of the specialised nature of the manufacturing sector, successful Marketing Executives can quickly work their way up the career ladder to become a Senior Marketing Executive, Marketing Manager, Marketing Director, National Sales Manager, or by taking over management of another product, product range or brand within the company. Marketing skills are highly transferable and experienced executives could also choose to switch industries, become a freelance marketing consultant, or set up their own consultancy. Marketing positions are often advertised with specialist marketing recruitment websites and specialist recruitment agencies, graduate recruitment websites, in the local and national press, and trade publications for the photo imaging sector. Essential Knowledge & Skills Manufacturers are always looking for intelligent personnel with expert technical knowledge of photo imaging equipment and its evolving uses who also possess a strong commercial mindset. Applicants should ideally have a background in photography or consumer electronics with experience in sales, marketing and/or specialist retail distribution channels. Employers typically look for the following core skills: Specialist knowledge of Photo Imaging products and services and a passion for technology Presentable appearance with excellent spoken and written communication skills Creative thinking and the ability to learn, assess and apply new concepts Good marketing acumen and the ability to assimilate and process technical, marketing and sales information The ability to gather data, analyse sales figures, consumer demand and market research Self-motivation, with drive and enthusiasm The ability to work under pressure and to deadlines Effective interpersonal, organisational and planning skills The ability to work well as part of a cross-functional team The confidence to 'sell' their ideas Good business sense, an awareness of budgets and attention to detail Excellent computer and IT skills Sensitivity to cross cultural dynamics Experience or knowledge in one or more of the following areas: photography, digital imaging, products management, product marketing, product training, equipment sales, digital printing or account management.

Foreign language skills can be useful for international marketing jobs and career progression.

Job Profile Photo Imaging Manufacturers

Training and qualifications Product marketing is a lucrative career and there is strong competition for advertised positions. Generally, the more qualified and skilled you are, the greater your chances of finding lucrative employment. Because of the specialist nature of the creative media industries, manufacturers often seek to employ photography graduates, particularly if their Degree or HND is complemented by sales and marketing experience. It is also likely to improve a graduate's chance of employment if he or she possesses an additional qualification in a business-related subject such as marketing, communications, advertising, and business management, or a work-based qualification in sales, such as NVQs in sales. Taking a professional qualification from the Chartered Institute of Marketing (CIM) could boost promotion prospects or increase the applicants chances of finding their first marketing job, particularly if the applicant does do not have a marketing-related degree or work experience: Introductory Certificate in Marketing an entry-level qualification open to anybody Professional Certificate in Marketing for anyone educated to A level/level 3 standard, or with a little marketing experience.

CIM qualifications are available full or part-time at many colleges, and by distance learning see the Chartered Institute of Marketing website for more information. That said, you do not need to be a graduate if you have a strong background in a related area such as sales management or public relations. Marketing Executives may also have joined a companys marketing department as an administrator or assistant (perhaps as a temp) and then worked their way up. Once in position, employers are likely to provide structured training in their products and markets through a structured graduate training scheme. As a Marketing Executive, it is possible to work towards advanced qualifications from the Chartered Institute of Marketing, the Communication, Advertising and Marketing (CAM) Education Foundation, or the Institute of Direct Marketing (IDM. These might include: CIM Professional Diploma in Marketing; CIM Professional Postgraduate Diploma in Marketing; CAM Diploma in Marketing Communications; and IDM Diplomas in Direct and Interactive Marketing or Digital Marketing. The CIM and IDM also offer a range of short courses and workshops for marketing staff at all levels. Where to go for more information Skillset is the Sector Skills Council for the Creative Media Industries. For information about training and professional qualifications, links to the Skillset network of training partners, and access to the comprehensive Skillset course database, visit www.skillset.org Skillset Careers is the UKs only specialist media careers advice service delivering individual career solutions when and how you need them. For detailed media careers information and advice, contact one of the free careers helplines. Call 08080 300 900 in England (also available to callers from Wales and Northern Ireland) or 0845 850 2502 in Scotland, or visit the website www.skillset.org/careers

Job Profile Photo Imaging Manufacturers

Skillsmart Retail is run by retailers for retailers under licence to the Department for Education and Skills and is part of the Skills for Business Network. It aims to be the authority for retail skills development and promotion, contributing to improved productivity. T: 0800 093 5001 or visit www.skillsmartretail.com The Chartered Institute of Marketing (CIM) is widely recognised as one of the leading professional body for marketing professionals. For more detailed information about CIM qualifications and professional development, visit www.cim.co.uk The Communication Advertising and Marketing Education Foundation (CAM) is registered charity that helps educate marketing professionals. For more information about the CAM Diploma in Marketing Communications, visit www.camfoundation.com The Institute of Direct Marketing is an internationally recognised body for the professional development of direct, data and digital marketing. For more information about training and qualifications in this area, visit www.theidm.com The Institute of Sales and Marketing Management (ISMM) is a professional body for sales and marketing professionals. It awards nationally-recognised qualifications in selling and sales management. For more information about the ISMM's programme of professional qualifications, visit www.ismm.co.uk

Last updated 2009

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