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MARKETING AND BRAND STRATEGY JOB ROLES LECTURE

MARKETING AND BRAND STRATEGY JOB ROLES LECTURE:
  • There are many different job roles in Marketing and Brand Management, however specifications may differ depending on company size, or the company itself. i.e. an online retailer, compared to a high-street store.
  • Like most job roles, there will be different levels depending on experience and expertise.
Content Marketing: Key Job Roles and Specifications:
  • Content marketing requires a wide range of team members who specialise in the different areas of digital content strategy, development, execution and interrogation.
CONTENT MARKETING MANAGER:
  • Manages the 'content team'
  • Oversees marketing campaigns, working with strategists and planners
  • Works towards targets, leads and budgets
CONTENT COPYWRITER/DESIGNER:
  • Writes a range of appropriate copy, being passed on to a Designer to artwork
CONTENT MARKETING SPECIALIST:
  • Carries out research to support marketing strategists, as well as feed backing this back to the marketing team 
BRAND MANAGER:
  • Ensure that a brand remains recognisable, up to date and exciting customers. Brand managers plan ways to promote and change the public perception of brands
DIGITAL BRAND MANAGER:
  • Ensures the 'digital' aspects of marketing within the brand, i.e. website reflect the right brand image and sit inline with marketing strategies
PRODUCT MANAGER:
  • Ensures that the right products are being sold, fitting in with the brand identity, whilst being on-trend and right for th brand demographic/consumer. Also allows for product related content to be created
SOCIAL MEDIA MARKETING ANALYST:
  • Analyses social media performance across different platforms 
SOCIAL MEDIA MARKETING COORDINATOR/PLANNER
  • Works with the SMM manager to co-ordinate content across brand and influencer accounts
SOCIAL MEDIA MARKETING MANAGER:
  • Manages the social media marketing team 
  • Oversees all content, planning and strategies 
  • Works towards seasonal/on-going targets 
ECOMMERCE: KEY JOB ROLES AND SPECIFICATIONS:
  • eCommerce Marketing seeks to draw the attention of internet users to the brands and products offered by online stores through pay-per-click advertising (PCC), search engine marketing (SEM), search engine optimisation (SEO), display advertising, affiliate marketing, and email marketing
ECOMMERCE MANAGER:
  • Oversees the eCommerce team, setting targets and that the team is working toward achieving company goals and targets 
WEBSITE DEVELOPER:
  • Works with the eCommerce Manager, copywriter and designer to design, build and maintain an on brand and up to date website
WEBSITE/EMAIL DESIGNER/COPYWRITER:
  • Designs, or writes copy for, a rand of website/email/advertising content
ECOMMERCE ANALYST:
  • Analyses website performance, in relation to sales and engagement 
ECOMMERCE BRAND MANAGER:
  • Ensures the 'digital' aspects of marketing within the brand, i.e. website reflect the right brand image and sit inline with marketing strategies 
ECOMMERCE/PRODUCT MANAGER:
  • Ensures that the right products are being sold, fitting in with the brand identity, while being on-trend and right for the brand demographic/consumer
  • Also allows for content to be created with products sitting in-line with content and campaigns, for example
ECOMMERCE PLANNER/STRATEGIST:
  • Plans and forecasts relevant marketing strategies, in line with business needs and targets, whilst keeping on trend and true to brand
SEO MANAGER:
  • developing and implementing effective search engine optimisation (SEO) strategies
  • Coordinating content, design, social media, pay-per-click (PPC) marketing and other activities 
PR (PUBLIC RELATIONS) AND EVENT MANAGEMENT: KEY JOB ROLES AND SPECIFICATIONS:
  • Public relations roles cover both traditional and online marketing strategies to enhance their visibility and influence consumers, investors, employees, business affiliates, and the media, for example
PR MANAGER:
  • Manages the PR and events team,works towards company goals and oversees budget and planning 
PR ASSISTANT:
  • Works with the PR manager to co-ordinate press, media events, influencer bookings, etc.
EVENT DIRECTOR:
  • Oversees the running and execution of events 
EVENT PLANNER:
  • Works with the PR manager and event director to plan and strategise events in line with company plans, goals and targets
SOCIAL MEDIA OUTREACH EXECUTIVE:
  • Reaches out to bloggers and brand ambassadors, building the brands consumer base and collaborators 
  • Works alongside the PR and social media teams 
BLOG MANAGER:
  • Oversees online bogs, working with and co-ordinating copywriters, designers and content creators
MARKET RESEARCH: KEY JOB ROLES AND SPECIFICATIONS:
  • Market research is essential to the development of marketing strategies and business planning; these jobs require analytical and problem-solving skills
MARKET RESEARCH MANAGER:
  • Oversees the market research team, managing research budgets and directs on topics of research in line with business needs and plans
MARKET RESEARCH LEAD:
  • Works with the MR director to plan and co-ordinate market research projects 
  • Leads on carrying out market research 
MARKET RESEARCH ASSISTANT:
  • Assists with carrying out market research 
MARKET RESEARCH INTERVIEWER:
  • Market research interviewers spend their days interviewing potential customers about their views on a product or brand
  • Responsible for identifying target populations who would most likely buy a product, and collect relevant qualitative and quantitative research
RESEARCH ANALYST:
  • Analyses collected market research data, interpreting it in order to identify changes and forecast trends which can be implemented by a brand/company, for example
ADVERTISING, COMMUNICATION AND PROMOTIONS: KEY JOB ROLES AND SPECIFICATIONS:
  • Advertising and promotions are typically the most expensive element of a comprehensive marketing strategy, requiring the combined creative skills graphic designers, writers, art directors, and media specialists 
GRAPHIC DESIGNER:
  • Designs and creates a range of digital and print based artwork, communicating a specific message to a specific audience 
COPYWRITER:
  • Writes a range of digital and print based content for the brand, based on their needs and plans
ART DIRECTOR:
  • Art directors are responsible for the overall visual aspects and image, of an advertising or media campaign 
PHOTOGRAPHER/RETOUCHER:
  • Responsible for photographing and editing/retouching a rand of content, events, campaigns, for example 
FILMOGRAPHER/FILM EDITOR:
  • Responsible for filming and/or editing a range of video content, including events and campaigns, for example
CREATIVE DIRECTOR/MANAGER:
  • Responsible for overseeing, planning and directing all creative aspects of the brand/business
  • Creates concepts and brand guidelines for brands/businesses
  • Works closely with, and manages art directors, designers, writers, etc.

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