Day in the Life of a Senior Marketer


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Presentation at the Northampton Business School to demonstrate a 'day in the life' of a marketer. Not that any day is normal, and I tried to show that with an overview of tasks.
Presentation was on behalf of the CIM.

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Day in the Life of a Senior Marketer

  1. 1. ‘Day  in  the  Life’       Thom  Poole  FCIM  Chartered  Marketer  
  2. 2. Who  am  I?   •  Experienced  senior  interna9onal  marketer   •  Visi9ng  professor  of  marke9ng   •  Chartered  Fellow  of  the  CIM   •  Author  of  many  marke9ng  books  
  3. 3. Where  I’ve  been  
  4. 4. Day  in  the  Life   •  Few  ‘typical’  days   •  Mul9-­‐tasking  is  important   •  Wide  range  of  skills  needed   •  Crea9ve/Analy9cal  mix  
  5. 5. Modern  Marke9ng  Roles  
  6. 6. Increased  Specialisa9on   There is increased specialisation in marketing – you need to go through those hoops to grow, but map out what you need and how you can get the experience to progress. Decide what it is you want to do (it may not be apparent at first, and you are allowed to change your mind). BUT expand your experience – be in control of it!
  7. 7. Build  Wide  Experience   Try to build as wide an experience as possible, and plan what you need to progress. Network to understand what you need, work with your bosses and HR.
  8. 8. Typical  Tasks   What  can  you  expect  to  be  doing?   There are few typical days, but there are typical tasks
  9. 9. Analy9cs   You’ve probably heard of ‘big data’ – data is everything. You need to be numerate and be able to analyse the data, see trends and react accordingly Can you create the insights that drive your marketing?
  10. 10. Marke9ng   Marke9ng  is  all  about  EXPLOITATION   Learn  everything  you  can  about  your  marketplace,  customers,   technology,  compe9tors,  etc…   Then  exploit  that  KNOWLEDGE   Give  the  customers  what  they  want   what  they  think  they  want   what  you  can  persuade  them  they  want   This  is  my  defini,on  of  marke,ng,  and  I  made  it  purposely  sensa,onal.   Analy,cs  will  open  the  door  to  your  knowledge  
  11. 11. Budge9ng   You must understand the numbers, and be able to assess the success or otherwise of your campaigns and initiatives
  12. 12. Campaign  Management   You will generally do this as part of a team – often with external ‘experts’ such as agencies Even if you don’t work in Marketing Communications, you will need to plan ‘campaigns’ – for example in new product launches, field marketing etc.
  13. 13. Be  Organised   Process  in  Marke9ng   Because you are expected to multitask, you must be organised. Marketing often fails because of the lack of process – failures are repeated and successes invisible
  14. 14. Campaigns   Document what you are doing. What is your Call To Action?
 What is your Budget?
 Can you recreate a successful campaign, and avoid a wasteful campaign?
  15. 15. Websites   Managing and maintaining websites needs a mix of marketing and technical knowledge Analytics are vital in understanding this. Writing content for online collateral needs a different approach.
  16. 16. Content  &  Collateral   Can you write for your audience? Your audience will be internal, external, maybe even international. You need to be able to write (or manage writers) to create short advertising copy (and slogans), and white papers.
  17. 17. Strategy   Do you have the ability to create actionable, impactful strategies? Can you develop all-round strategies that cover the financial, resource, etc., that will get buy-in from around the business?
  18. 18. Get  No9ced   How  can  you  progress  in  a  marke9ng   career?   In terms of your career progression – internally or externally – you will need to get noticed.
  19. 19. Team  Player   Marketing is a team activity Even if you are alone in the ‘marketing department’, it is physically impossible to do it all yourself – you work with agencies, sales, finance, etc. EXAMPLE You need to be able to share
  20. 20. Get  Organised   If you can be organised, you can repeat your successes, and avoid failures Go into meetings knowing your figures, have a plan B & demonstrate your competence ADVICE: Go into meetings with a pen & paper, and armed with the information on all your activities, not just the ‘campaign’ you plan to talk about.
  21. 21. Have  a  porOolio   Normally  this  is  limited  to  graphic  designers  or  models,  but  I  would   recommend  you  keep  a  record  of  the  campaigns  (with  figures)  to  show   what  you’ve  done.   Keep  a  ‘diary’  with  dates,  figures  and  roles  (ideally  with  names  of  the   major  players  in  the  team.  Use  this  for  your  career  planning  and   interviews.   Demonstrate  the  following  aHributes  in  your  porIolio:   Crea,ve   Strategic   Func,onal  
  22. 22. Crea9ve   Be creative – this doesn't mean that you need to be a painter, writer or actor… It means be flexible and open in your approach and think differently. I am known for my ability to ‘Think Literally, Think Laterally, Think Looney’
  23. 23. Analy9cal   You must be good with numbers Can you budget? Can you calculate ROI? Or margin? Do you know the difference between margin and mark-up? Can you calculate them? MARGIN – Profit / Revenue MARK-UP - Sale price − Cost Cost x (1 + Markup) = Sale price or solved for Markup = (Sale price / Cost) − 1 or solved for Markup = (Sale price − Cost) / Cost EBITDA (Earnings before interest, taxes, depreciation, and amortization) -
  24. 24. Have  fun   Marketers are renowned for having fun – though not at the expense of the work!
  25. 25. Thank  you   Thom  Poole