In this presentation, you will learn about the vast range of job possibilities in marketing, the kinds of organizations that employ marketers, and annual compensation for many marketing-related jobs.

1. CAREERS IN MARKETING
by Joel R. Evans and Barry Berman, Hofstra University (updated December 2013)
SELECTED JOB TITLES IN MARKETING
Account executive: Liaison between an ad agency and its clients. This person is employed by the agency to study clients’ promotion
goals and create promotion programs (including messages, layout, media, and timing).
Advertising copywriter: Creator of headlines and content for ads.
Advertising layout designer: Producer of illustrations or one who uses other artists’ materials to form ads.
Advertising manager: Director of a firm’s ad program. He or she determines media, copy, budget size, ad frequency, and the choice
of an ad agency.
Advertising production manager: Person who arranges to have an ad filmed (for TV), recorded (for radio), or printed (for
newspaper, magazine, etc.).
Advertising research director: Person who researches markets, evaluates alternative ads, assesses media, and tests reactions.
Agent (broker): Wholesaler who works for a commission or fee.
Catalog manager: Person who determines target market, products, copy, displays, and pricing for sales catalogs.
Commercial artist: Creator of ads for TV, print media, and product packaging. This artist selects photos and drawings, and
determines the layout and type of print used in newspaper and magazine ads. Sample scenes of TV commercials are sketched for
clients.
Consumer affairs specialist (customer relations specialist): Firm’s contact with consumers. The person handles consumer
complaints and attempts to have the firm’s policies reflect customer needs. Community programs, such as lectures on product safety,
are devised.
Credit manager: Supervisor of the firm’s credit process, including eligibility for credit, terms, late payments, consumer complaints,
and control.
Customer service representative: Person responsible for order status inquiries, expediting deliveries, field sales support, and
returns and claims processing.
Direct-to-home (or office) salesperson: Someone who sells goods and services to consumers by personal contact at the
consumer’s home or office.
Display worker: Person who designs and sets up retail store displays.
Exporter: Individual who arranges for foreign sales and distribution, mostly for domestic firms having a small presence
internationally.
Fashion designer: Designer of such apparel as beachwear, hats, dresses, scarves, and shoes.
Franchisee: Person who leases or buys a business with many outlets and a popular name. A franchisee often has one outlet and
engages in cooperative planning and ads. The franchisor sets operating rules for all.
Franchisor: Someone who develops a company name and reputation and then leases or sells parts of a firm to independent
businesspeople. The franchisor oversees the firm, sets policy, and often trains franchisees.
Freight forwarder: Wholesaler who consolidates small shipments from many companies.
Industrial designer: Person who enhances the appearance and function of machine-made products.
Industrial traffic manager: Arranger of transportation to and from firms and customers for raw materials, fabricated parts, finished
goods, and equipment.
International (global) marketer: Person who works abroad or in the international department of a domestic firm and is involved with
some aspect of marketing. Positions are available in all areas of marketing.
Inventory manager: Person who controls the level and allocation of merchandise throughout the year. This manager evaluates and
balances inventory amounts against the costs of holding merchandise.
Life insurance agent (broker): Person who advises clients on the policy types available relative to their needs. Policies offer

2. insurance and/or retirement income.
Manufacturers’ representative (agent): Salesperson representing several, often small, manufacturers that cannot afford a sales
force. The person often sells to wholesalers and retailers.
Marketing blogger: Individual who blogs professionally for a company or him-/herself.
Marketing data analytics specialist: Someone involved with the latest advances in marketing data analysis, such as “big data.” This
job requires superior computer software skills.
Meeting, convention, or event planner: Someone who manages company meetings, conventions, events, and other personal
(sometimes, online) audience functions.
Marketing manager (vice-president): Executive who plans, directs, and controls all of a firm’s marketing functions. He or she
overseas marketing decisions and personnel.
Marketing research project supervisor: Person who develops the research methodology, evaluates the accuracy of different
sample sizes, and analyzes data.
Media analyst: Person who evaluates the characteristics and costs of available media. He or she examines audience size and traits,
legal restrictions, types of messages used, and other factors. The effectiveness of company messages is also measured.
Media director (space or time buyer): Person who determines the day, time (for radio and TV), media, location, and size of ads.
The goal is to reach the largest desirable audience efficiently. This person negotiates contracts for ad space or air time.
Missionary salesperson: Support salesperson who provides information about new and existing products.
Mobile media marketing specialist: Individual who works to ensure that content, images, video, etc. work well in mobile formats.
Multichannel marketing manager: Person who coordinates a company’s distribution efforts across various platforms, such as
store-based and online.
Order-fulfillment manager: Supervisor responsible for shipping merchandise. He or she verifies orders, checks availability of goods,
oversees packing, and requests delivery.
Packaging specialist: Person responsible for package design, durability, safety, appeal, size, and cost. This specialist must be
familiar with all key laws.
Political consultant: Person who advises political candidates on media relations, opinion polling, fund raising, and overall campaign
strategy.
Pricing economist: Specialist who studies sources of supply, consumer demand, government restrictions, competition, and costs
and then offers short-run and long-run pricing recommendations.
Product manager (brand manager): Person who supervises the marketing of a product or brand category. In some firms, there are
product (brand) managers for existing items and new-product (brand) managers for new items. For a one-brand or one-product firm,
this manager is really the marketing manager.
Property and casualty insurance agent (broker): Person who evaluates client risks from such perils as fire, burglary, and
accidents; assesses coverage needs; and sells policies to indemnify losses.
Public relations director: Manages firm’s efforts to keep the public aware of its societal accomplishments and to minimize negative
reactions to its policies and activities. He or she constantly measures public attitudes and seeks to keep a favorable public opinion of
a firm.
Purchasing agent: Buyer for a manufacturer, wholesaler, or retailer. He or she purchases the items necessary for operating the firm
and usually buys in bulk, seeks reliable suppliers, and sets precise specifications.
Real-estate agent (broker): Liaison who brings together a buyer and a seller, lessor and lessee, or landlord and tenant. This
salesperson receives a commission.
Retail buyer: Person responsible for purchasing items for resale. The buyer normally concentrates on a product area and develops a
plan for proper styles, assortments, sizes, and quantities.
Retail department manager: Supervisor of one retail department, often at a branch store. This is often the first job a college
graduate gets after initial training.
Retail merchandise manager: Supervisor of several buyers. He or she sets the retailer’s direction in terms of styles, product lines,
image, pricing, and other factors and allocates budgets among buyers.
Retail salesperson: Salesperson for a firm that sells to final consumers.

3. Retail store manager: Supervisor of day-to-day operations of a store. All in-store personnel report to this manager.
Sales engineer: Support salesperson involved with technical goods or services.
Sales manager: Sales force supervisor who is responsible for recruitment, selection, training, motivation, evaluation, compensation,
and control.
Sales promotion director: Person involved with supplementary promotional activities, such as frequent-shopper programs,
coupons, contests, and free samples.
Salesperson :Company representative who interacts with consumers. He or she may require limited or extensive skills, deal with
final or organizational customers, work from an office or go out in the field, and be a career salesperson or progress in management.
Securities salesperson (commodities broker): Salesperson involved with buying and selling stocks, bonds, government securities,
mutual funds, and other financial transactions.
Social media marketer: Specialist who focuses on the firm’s social media activities and presence and monitoring third-party social
media sites.
Traffic manager: Supervisor of the purchase and use of alternative transportation methods. This manager routes shipments and
monitors performance.
Warehouser: Person responsible for storage and movement of goods within a firm’s warehouse facilities. He or she keeps inventory
records and makes sure older items are shipped before newer ones (rotating stock).
Wholesale salesperson: Salesperson representing a wholesaler to retailers and other firms.
SELECTED EMPLOYERS OF MARKETING PERSONNEL
Advertising agencies Manufacturers
Agents and brokers Marketing research firms
Common carriers Marketing specialists
Computer service bureaus Media
Consulting firms Multinational firms
Credit bureaus “New” Media
Delivery firms Nonprofit institutions
Direct marketing businesses Public relations firms
Educational institutions Raw material extractors
Entertainment firms Real-estate firms
Exporting companies Retailers
Financial institutions Self-employed
Franchisees Service firms
Franchisors Social media companies
Fund-raising organizations Sports teams
Government Telecommunications firms
Health-care firms Transportation firms
Industrial firms Web-site designers
International firms Wholesalers
ANNUAL COMPENSATION FOR PERSONNEL IN SELECTED MARKETING POSITIONS (INCLUDING BONUS)
Advertising Positions

4. Media coordinator $ 30,000–$ 40,000+
Media planner $ 35,000–$ 70,000+
Advertising coordinator $ 40,000–$ 80,000+
Media buyer $ 40,000–$ 85,000+
Advertising manager $ 65,000–$150,000+
Creative director $ 75,000–$150,000+
Senior account director $ 85,000–$190,000+
Marketing Research Positions
Junior analyst $ 40,000–$ 70,000+
Database marketing analyst $ 40,000–$ 80,000+
Senior analyst/project director $ 60,000–$110,000+
IT manager $ 65,000–$140,000+
Database marketing manager $ 70,000–$135,000+
Customer relationship data
manager
$ 75,000–$160,000+
Research director $100,000–$200,000+
Product Management Positions
Junior product marketing
analyst
$ 45,000–$ 75,000+
Associate product manager $ 50,000–$ 85,000+
Senior product marketing
analyst
$ 85,000–$125,000+
International product manager $ 90,000–$170,000+
Product manager $100,000–$150,000+
Senior product manager $110,000–$175,000+
Group product manager $125,000–$200,000+
Public Relations Positions
Account executive $ 40,000–$ 80,000+
Account supervisor $ 55,000–$ 90,000+
Media relations manager $ 60,000–$135,000+
Public relations manager $ 65,000–$120,000+
Retailing Positions
Assistant buyer $ 35,000–$ 60,000+
Store manager $ 40,000–$ 90,000+
Merchandise planner $ 45,000–$ 95,000+
Senior store manager $ 50,000–$120,000+
Buyer $ 55,000–$ 90,000+

5. Merchandise manager $ 55,000–$135,000+
Sales Positions
Junior sales analyst $ 30,000–$ 65,000+
Real-estate agent (broker) $ 35,000–$100,000+
Intermediate sales
representative
$ 50,000–$125,000+
Senior sales analyst $ 70,000–$140,000+
Senior sales representative $ 85,000–$200,000+
Sales manager $100,000–$200,000+
Miscellaneous Marketing Positions
Meeting/event assistant $ 35,000–$ 60,000+
Customer service supervisor $ 40,000–$ 70,000+
Junior social media analyst $ 40,000–$ 75,000+
Senior social media analyst $ 55,000–$100,000+
Social media marketing
manager
$ 60,000–$135,000+
Junior social media analyst $ 40,000–$ 75,000+
E-commerce marketing
manager
$ 65,000–$125,000+
Packaging manager $ 70,000–$125,000+
Meeting/event director $ 75,000-$175,000+
International marketing
manager
$ 80,000–$165,000+
Marketing communications
director
$100,000–$170,000+
Top Marketing Positions
Public relations director $ 85,000–$175,000+
Director of franchising $110,000–$200,000+
Product management director $110,000–$240,000+
District merchandise manager
(retailing)
$110,000–$300,000+
Senior channel development
executive
$125,000–$400,000+
Senior marketing executive $130,000–$425,000+
Senior customer service
executive
$135,000–$400,000+
Senior marketing research
executive
$150,000–$300,000+
Senior product management
director
$150,000–$400,000+
Trade show director $160,000–$300,000+