• 12th Jun '20
  • 10-in-1 Suite for Sales and Marketing teams
  • 16 minutes read
  • Autor: 10-in-1 Suite for Sales and Marketing teams

Marketing Career Path and Marketing Titles


Marketing Career Path and Marketing Titles

Have you been searching for available marketing entry-level jobs lately? Vacancies in this field have been extremely popular among job-seekers due to many reasons. First of all, there are plenty of jobs that require different skill sets, which makes it easy to find an opportunity that suits you. Also, marketing jobs are considered to be well paid. And, finally, these jobs offer good career perspectives with the opportunity for growth.

Before starting a career in this niche, it is important to brush up on the basics and understand the whole structure of a standard marketing team inside and out and the key roles out there. In this article, we will look behind the scenes of a common structure of a marketing department, the roles it includes, salaries, and other peculiarities you need to know about.

Marketing Department: Top 6 Common Structures

Every marketing department is a complex mechanism that consists of plenty of elements, each of which contributes to keeping the whole system going. A standard team includes many marketing operations and roles, which, together, stimulate the promotion of services, products, and the company as a whole.

Although there is a range of shared characteristics, the structure of each specific department will vary depending on the businesses’ needs and objectives. 

Typically, there is always a leader of the team - a high-level executive. The head of marketing is exactly who organizes the whole department, arranges roles, establishes strategies, and coordinates the operations of the team.

Today, marketing departments can come in a variety of shapes and kinds. The appropriate team organization is typically defined based on the specific areas, markets, or niches the business operates in, as well as based on the brand’s goals and products. Currently, we can distinguish 6 different forms of structure within a marketing team:

Functional

The functional type of organization is one of the most widespread and common ways to structure a marketing team. It implies the organization of the team based on the designated functions of each subdepartment.

Typically, it consists of a marketing manager (vice-president) - the head of a department who coordinates all its activities, and functional heads who report to the marketing manager.

As a rule, all marketing operations in this structure are arranged into 5 basic functions:

  • Sales manager

  • Marketing administrative manager

  • Advertising and sales promotional manager

  • New product manager

  • Marketing research manager

The number of roles can vary depending on the size of the company. Under every marketing specialist, there is the necessary number of officers and subordinates. However, all of them are placed under the charge of the executive manager in the marketing team hierarchy.

Geographical

Another common type of structure is the geographical one. It is widely applied in companies that operate on the national or international market. This structure implies organizing the marketing department and all its activities based on geographical areas.

As a rule, this system consists of a National Manager and Area Managers appointed to specific geographical areas (states, zones, cities, etc.) where the company runs its business. Respectively, the Area Managers are responsible for all marketing operations in a specific territory, whereas the National Manager supervises the activities of all Area Managers.

In this scenario, the number of Area Managers depends on the size of the market the business covers, types of operations, and the company’s management philosophy.

Product-Based

In the case a company has a range of products or services that are quite different from each other, it can be rather hard for the marketing department to handle the promotion of each particular product. Every product or service may require a different tactic for advertisement, distribution, and sales. That’s when the product-based structure comes in handy.

This type of organization implies that there is a chief marketing officer job (vice president). The specialist in this position is responsible for appointing dedicated Product Managers for every particular product/service and supervising their activities. The Product Manager, in his turn, is responsible for performing all marketing operations related to the assigned product.

Customer-Based

One more common way to structure the marketing team is based on different groups of customers. This type of organization makes the most sense when the business is dealing with plenty of different customer groups (e.g. rural/urban clients, domestic/foreign clients, industrial clients, government buyers, etc.) and each of these groups requires a different approach from the marketing team.

In this system, the marketing head assigns managers for each group of buyers and supervises their performance. Also, it is important to note that this form of organization generally implies that all decisions regarding the price, product, distribution, and promotion are taken considering the needs of each specific segment of buyers.

Matrix

This is a hybrid structure. As a rule, this form of organization considers two bases - for example, a function and customer-based or geographical and product-based, etc. Often, companies opt for this form of structure to achieve economy in operation and make the most of their limited resources.

Combined

The last type of organization in a team is combined. Just like the matrix, it is also a hybrid structure. However, it allows mixing more than two different bases for attaining the best results.

Key Marketing Titles You Need to Know

As was mentioned earlier, regardless of the size of the company and the chosen type of structure within a department, the marketing team still constitutes of many different roles. It takes a variety of specialists with different skills and experience to get the work done. Thus, there are many different titles in each department, which can be rather confusing, especially for someone who is new to the marketing landscape.

Now, to help you grasp an idea of what’s in there, let’s get down to different core marketing job titles with a brief description of each:

Chief marketing officer job description - A chief marketing officer or CMO is a senior-level marketing leader, who reports directly to the company’s CEO or COO. The person in this position is basically responsible for all marketing operations within a company.

Director of marketing job description - People in the director of marketing jobs stand under the chief marketing officer. A director of marketing is also ultimately responsible for all marketing efforts of a company. The responsibilities of a director of marketing include creating and managing a marketing plan and identifying the key business objectives and strategies.

Marketing manager job description - People in marketing manager jobs are responsible for managing the company’s marketing budget, supervising and analyzing the performance of marketing operations, and ensuring that all marketing efforts are in line with the brand’s goals and identity.

Marketing coordinator job description - The key goal of this specialist is to shape and execute marketing plans and strategies that meet the company’s short and long-term goals. As a rule, a marketing coordinator is the right hand of a marketing manager. Some of the key responsibilities include drafting reports, creating and coordinating content, tracking results, establish relationships with other teams within a company, and support marketing strategies.

Marketing specialist job description - A marketing specialist helps to create, perform, and track the company’s marketing activities. This position often requires researching the market, keeping up with trends and analyzing them, and (in some cases) help coordinate special events (e.g. conferences, trade shows, etc.).

Marketing analyst job description - A marketing analyst performs a crucial role. They study and analyze the current market conditions and opportunities for sales. As a rule, the key responsibilities of such jobs include monitoring and analyzing sales trends, forecasting future trends, collecting competitor and buyer data, analyzing obtained information, preparing reports, etc.

Marketing assistant job description - Marketing assistants support the work of executives and marketing managers on specific projects, which are often focused on developing effective sales strategies, building marketing campaigns, and boosting the company’s profit. People in marketing assistant jobs often have to collaborate closely with other specialists from sales, production, distribution, advertising, etc.

Apart from these essential roles, there is also a wide range of additional titles in different branches of marketing. Let’s look at them as well:

Social Media Marketing

It definitely won’t be an exaggeration to say that marketing is an ever-changing field. The world changes and so do the consumers’ expectations, which is why the whole industry evolves from year to year to meet the needs of prospects.

Over the past decade, the sphere of marketing has seen lots of changes. One of the biggest changes was the explosion of online platforms like Instagram and Facebook, which are now widely used for marketing purposes. That, how the new social media marketing jobs appeared. In a nutshell, the role of the social media marketing team is to come up with effective marketing strategies for social media, create quality content, ensure that the brand’s activity in social media helps the company reach its short and long-term objectives, analyze engagement, etc.

The common job titles in social media marketing include:

  • Director of social media

  • Director of social media marketing

  • Digital media director

  • Community manager

  • Digital communications professional

  • Social media manager

  • Social media marketing manager

  • Social media editor

  • Social media strategist

  • Engagement coordinator

  • Engagement manager

  • Multimedia communications specialist

Brand Marketing

Another large branch in marketing is occupied by branding. In the nutshell, branding is pretty much the identity of a business. Simply put, everything that associates with a specific company, including its corporate colors, logo, motto, products, and other qualities - all of this is a part of branding.

Respectively, the goal of all brand marketing jobs is to create the right image for the business. This is done not just to convert prospects into customers, but to actually make customers identify themselves with the company and, thus, raise brand awareness and spread the company’s message.

The most common titles in brand marketing are:

  • Director of brand marketing

  • Director of brand strategy

  • Brand marketing manager

  • Brand manager

  • Brand activation manager

  • Brand strategist

Content Marketing

Content marketing is one of the core branches. It covers all sorts of content delivered by a specific company, including videos, newsletters, landing pages, blog posts, etc.

The key responsibility of all content marketing specialists is to create media content about the brand, its products, and services, and gear it towards the company’s target audience. Content marketers also ensure that every piece of content helps to attain certain business objectives and that it stays in line with the overall brand image.

Here are the most popular titles in this branch:

  • Content director

  • Content marketing manager

  • Content manager

  • Content strategist

  • Content specialist

  • Content marketing producer

  • Content writer

Digital Marketing

In simple words, digital marketing incorporates all marketing efforts made online. In the 21st century, it is one of the most important parts of the overall marketing department. Since most people spend lots of time on various digital channels (these include search engines, blogs, social media, websites, etc.), companies now have to focus their marketing efforts online as well.

In this branch, one of the highest positions is a Digital Marketing Manager. If you’d ask us for a quick digital marketing manager job description, it would be as follows - this is a high-level manager, responsible for crafting effective marketing strategies, assigning the roles, and supervising the work of the whole team. Respectively, every other digital marketing specialist is a subordinate under the Digital Marketing Manager. 

What about the roles existing within a digital marketing team? In fact, there are quite a few titles here. Starting from the entry level digital marketing jobs all the way to more responsible positions in digital marketing analytics, here are some of the most common titles you need to know:

  • Director of digital marketing

  • Director of SEO operations

  • Director of web marketing

  • Digital marketing manager

  • Digital strategist

  • Digital marketing analyst

  • SEO manager

  • SEO specialist

  • Web marketing manager

  • Web marketing specialist

  • Internet marketing specialist

  • Internet marketing specialist

  • Paid search manager

  • Pay-per-click manager

  • SEM manager

  • SEM specialist

Email Marketing

There is no need to say much about email marketing jobs as they are pretty straightforward. This part of marketing focuses on everything related to email, including email marketing campaigns, newsletters, and even overall messaging. The key goal of email marketing specialists is to establish an ongoing relationship between their company with its prospects and existing customers.

Some of the most common titles in email marketing are:

  • Director of email marketing

  • Demand generation manager

  • Ecommerce marketing director

  • Ecommerce marketing manager

  • Ecommerce content specialist

  • Ecommerce marketing analyst

  • Campaign manager

  • Email marketing strategist

  • Email marketer

  • Email developer

  • Email operations manager

Marketing Communications

In the nutshell, the marketing communications (or macrom) team is like a megaphone for the company message. Their responsibilities include boosting the brand’s visibility on the market, setting the voice of the brand, foster public relations, etc.

The core job titles in this branch of marketing include:

  • Director of communications

  • Corporate communications manager

  • Corporate communications marketing assistant

  • Public relations manager

  • Analyst relations manager

  • Analyst relations specialist

  • Marketing communications manager

  • Marketing communications specialist

  • Media relations coordinator

  • Publicity assistant

  • Public relations intern

Product Marketing

The product marketing team should be an expert in the market where their business operates and also be an expert in the company’s product. Basically, the core responsibilities of product marketing manager jobs are to help the prospects understand the value of the brand’s products, generate demand, and ensure sales. Simply put, it is a product marketing specialist, who creates the go-to-market strategy.

The most common titles here are:

  • Director of product marketing

  • Digital product marketing manager

  • Senior product marketing manager

  • Product marketing manager

  • Junior product marketing associate

  • Portfolio marketing manager

  • Solutions marketing manager

Partner Marketing

Simply put, the branch of partner marketing focuses on growing mutually-beneficial partner relations between different brands with a goal to access new groups of customers and offer a more complete customer experience. Respectively, the key responsibility of partner marketers is to seek out opportunities for partnership.

The core job titles in partner marketing are:

  • Director of influencer marketing and partnerships

  • Partnership marketing director

  • Affiliate marketing manager

  • Corporate partnership marketing manager

  • Channel marketing director

  • Partnership marketing manager

  • Partner marketing advisor

Marketing Research

Finally, last but not least important branch of marketing is marketing research. As you can easily get from the name, the key mission of such jobs is to research the market. Basically, the marketing research team supplies other marketers with significant information about the relevant market, buyers, target audience, etc. They plan and implement research campaigns to collect and analyze the vital data that will help the company achieve its short and long-term goals.

The most common marketing analyst jobs include:

  • Director of market research

  • Market research analyst

  • Insights analyst

  • Market research interviewer

  • Product research analyst

  • Marketing data analyst

  • Qualitative research assistant

Salaries in Marketing

If you are only thinking of starting a career in this field and searching for online marketing jobs, you are probably wondering now “What is my earning potential if I land a job?” Of course, the income of marketing specialists can be quite different depending on the job title, experience, skills, and other factors. However, to give you an idea of what to expect, here are some takeaways on the median annual salary for different marketing careers:


Marketing assistant salary

$42,950

Marketing associate salary

$49,077

Digital marketing analyst salary

$51,887

Digital marketing specialist salary

$52,778

Marketing coordinator salary

$55,902

Digital marketing salary

$56,409

Marketing executive salary

$58,111

Marketing consultant salary

$59,701

Marketing specialist salary

$63,120

Digital marketing manager salary

$102,259

Social media marketing salary

$102,383

Marketing managers salary

$105,131

Product marketing manager salary

$122,780

Marketing director salary

$144,344

Chief marketing officer salary

$174,192

Looks quite good, right? In general, marketing jobs pay pretty well. That’s true. Of course, having not much experience it will be impossible to opt for a director of marketing salary straight off. However, one more thing we all love about working in marketing is that there is plenty of space for career growth.

Marketing Career Path and Opportunities for Professional Growth

So, you are looking to start a career in marketing, what are your opportunities? As you now know, there are plenty of roles in marketing, including entry, mid, and senior-level positions. With that being said, it is fair to assume that this field offers lots of space for professional growth. That’s true. However, climbing the career ladder may not be as simple as you’d wish.

If you are still up for the challenge, here is a simple step-by-step career path you can use as a plan:

Step 1

If you are a recent graduate or someone who has not yet got any experience in marketing, the best way to break into this industry is by opting for entry-level jobs, which include:

  • Marketing Assistant

  • Social media coordinator

  • Account Coordinator

  • Project coordinator

  • Event marketing coordinator

  • Event marketing specialist

  • Marketing coordinator

  • Marketing Specialist

Required experience: ≥2 years

Median salary: $35,000-45,000

Step 2

The most obvious step in your career ladder after an entry-level job is to move into a marketing management position. Some other roles you can aim for are:

  • Brand manager

  • Advertising manager

  • Social media manager

  • Public relations manager

  • Sales manager

  • Promotions manager

  • Product marketing manager

  • Community manager

Required experience: 3-4 years

Median salary: $50,000-60,000

Step 3

Having already a solid marketing manager resume that enlists many years of experience in this role, one can try to jump higher straight into the director of marketing position. The other job titles you can opt for include:

  • Director of Media

  • Director of Marketing Research

  • Director of Marketing Analytics

  • Director of Advertising sales

  • Director of Public Relations

Required experience: 6-7 years

Median salary: $75,000-100,000

Step 4

The next stage in a marketer’s career path after the role of the director of marketing is the position of vice president of marketing. The other titles available at this stage include:

  • VP of Digital Marketing

  • VP of Brand Development

Required experience: 12-14 years

Median salary: $100,000-200,000

Step 5

Finally, the last and the highest stage on the career ladder in marketing is the position of chief marketing officer.

Required experience: 20≤ years

Median salary: $110,000-300,000


As you can see, there is enough space for growth. Thus, if you are certain that you want to work in marketing, give it a shot and start climbing that ladder. Good luck!




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