What Does A Head of Marketing Do?

WHAT DOES A HEAD OF MARKETING DO?

Published: Aug 8, 2025 - The Head of Marketing partners with the CEO and cross-functional leaders to develop a compelling vision and strategic content framework that aligns with business goals, consumer insights, and cultural trends. This role involves leading the Marketing and Creative Services teams to deliver omnichannel campaigns, brand initiatives, and integrated experiences that drive customer acquisition, engagement, and retention. The position also ensures consistent brand messaging across all touchpoints while executing innovative marketing, influencer, PR, and content strategies that elevate brand awareness and performance.

A Review of Professional Skills and Functions for Head of Marketing

1. Head of Marketing Roles and Details

Team Management: Manage a marketing team composed of great professionals.
Brand Improvement: Improve the image and recognizability of both the company and its products.
Social Strategy: Drive social media strategy planning, messaging, and execution.
PR Coordination: Work with PR agencies to ensure consistent messaging across all media.
Influencer Outreach: Engage influencers to support the company’s games, directly and through agencies.
Partnership Building: Build new partnerships in the gaming industry with existing and new contacts.
Community Oversight: Manage and be hands-on with the community team.
Legal Compliance: Ensure that all marketing activities comply with legal regulations.

2. Head of Marketing Key Accountabilities

Brand Planning: Contribute to the overall brand plan and promotional action plan.
Sales Enablement: Lead the development of sales tools and training practices to drive sales results.
Tactical Execution: Provide leadership in the development and execution of tactical plans and customer initiatives.
Employee Coaching: Coach and develop employees.
Team Management: Manage direct reports by defining responsibilities, priorities, and work plans.
Strategic Alignment: Work with senior leadership and cross-functional teams to align strategies.
Target Achievement: Achieve market share and budget targets.
Marketing Leadership: Lead the day-to-day activities of the Marketing team to support future growth targets.

3. Head of Marketing General Responsibilities

Digital Strategy: Oversee a digital performance marketing strategy to drive acquisition, engagement, and conversion.
Team Motivation: Inspire and energize the existing marketing team.
Team Roadmap: Formulate a team roadmap to support future growth aspirations.
Team Building: Build a high-performing marketing team by adding 10+ team members in the next 12 months.
Budget Oversight: Be accountable for marketing budget and performance across all paid digital channels.
Customer Journey: Lead and refine the customer journey experience.
Cross-Team Collaboration: Collaborate with Customer Service, Design, and Production teams to provide a joined-up customer-centric approach.
Data Analysis: Report on KPIs and identify future growth opportunities using data analytics.
Trend Strategy: Stay on top of new digital trends, plan, and execute strategies.
Partnership Management: Work closely with current partners and establish new partnerships.

4. Head of Marketing Role Purpose

Performance Optimization: Be in charge of optimizing performance.
Performance Analysis: Budget and analyze performance.
Strategic Leadership: Serve a strategic role within the management team.
Marketing Management: Provide overall management of marketing strategy and lead a team of superheroes.
Market Research: Utilize market research as the base for strategy execution.
Partner Relations: Identify and maintain relationships with key external partners to support strategy.
Customer Experience: Drive a successful customer experience from start to end.
Trend Monitoring: Maintain strong proactive knowledge of target customers, retail, and marketing trends.
Vendor Management: Manage vendors associated with media marketing to meet cost and deadlines.

5. Head of Marketing Essential Functions

Team Development: Build and develop a marketing team.
Brand Building: Contribute to building the brand.
Marketing Planning: Develop and implement a comprehensive marketing plan.
Campaign Execution: Work on a broad range of marketing activities, e.g., online ads, social media, PR, co-branding, affiliate marketing, and other areas.
Budget Management: Manage and optimize the marketing budget as agreed with management.
Traffic Generation: Plan, develop, and execute marketing campaigns that drive traffic and online conversion.
Agency Management: Manage external agencies.
Performance Metrics: Determine the appropriate metrics for measuring and monitoring marketing effectiveness.

6. Head of Marketing Additional Details

Leadership Contribution: Be a key and contributing member of the Leadership team.
Strategy Management: Develop and manage the Marketing strategy, calendar, and key priorities.
Team Leadership: Structure, lead, and nurture a rapidly growing Marketing and Digital team to deliver winning outcomes.
Cross-Functional Partnership: Build strong partnerships with the Product Development, Sales, and Operations teams to maximize every customer opportunity.
Brand Stewardship: Serve as the custodian of the brand and supporting frameworks and guidelines.
Channel Innovation: Drive innovation and creativity across every channel and campaign.
Performance Review: Review and analyze marketing effectiveness, using insights to drive continuous change and improvement.
Competitor Tracking: Track competitors’ activities.

7. Head of Marketing Roles

B2B Marketing: Passionately drive B2B marketing and partner with senior leadership to build this division from the ground up.
Customer Insights: Champion customers by providing on-the-ground insights to inform development and bring products to market in inspiring ways.
Process Improvement: Amplify the marketing function at all levels and help refine the marketing 'playbook' of processes daily.
Data-Driven Strategy: Use analytics to inform overall marketing strategy and guide day-to-day tactical decisions.
Content Development: Develop materials covering positioning, messaging, and competitive differentiation that deliver measurable value.
Lead Generation: Build an inbound lead generation program and contribute meaningfully to revenue growth.
Team Collaboration: Collaborate closely with cross-functional teams (sales, design, and product) to ensure a world-class brand presence.
Goal Setting: Set current and long-term goals for internal teams.
Budget Management: Create and review the Marketing department’s budget.

8. Head of Marketing Tasks

Marketing Planning: Develop and implement a cohesive marketing plan to increase brand awareness.
Go-to-Market Strategy: Strategize and implement go-to-market activities, working with local teams to localize marketing for specific markets.
PR Relations: Build relationships with media and stakeholders through creative PR strategies.
Campaign Optimization: Monitor all marketing campaigns and improve them on demand.
Performance Marketing: Drive online and performance marketing for the region.
Data Analytics: Deliver data-driven solutions, tracking and measuring data to reach targeted customers.
Brand Oversight: Oversee design and branding to ensure a consistent aesthetic for the brand.
Offline Marketing: Manage the organization of offline marketing initiatives, including events and partnerships.
Reporting Metrics: Prepare regular reports and presentations on marketing metrics for the Executive Board.
Market Analysis: Conduct market analysis to identify challenges and opportunities for growth.
Event Planning: Provide guidance and ideas to organize effective marketing events.
Hiring Forecasting: Forecast hiring needs for the Marketing department.
Strategic Planning: Participate in quarterly and annual planning of the company’s objectives.

9. Head of Marketing Details and Accountabilities

Strategy Ownership: Full marketing strategy ownership.
Campaign Leadership: Lead campaign management and implementation to ensure targets and KPIs are achieved for all stages of the sales pipeline.
KPI Management: Manage and maintain marketing data/KPI dashboard and overall campaign analysis.
CRM Oversight: Oversee Salesforce/Pardot management to expand all areas of the pipeline.
Behavior Analysis: Analyze customer and lead behavior to inform future marketing campaigns.
Market Strategy: Be fully conversant with all key routes to market and their marketing potential, and incorporate them within the marketing strategy.
Partnership Development: Develop collaborative relationships with target representative bodies to optimize marketing potential and contra agreements.
Trend Monitoring: Monitor industry trends and adjust marketing strategy accordingly.
Website Management: Take full responsibility for the marketing website, including content, engagement pathways, and user analysis for change management.
Event Direction: Direct all brand events (ISA's ISC Conference, webinars).
Brand Integrity: Ensure all marketing activity represents the highest levels of brand quality and integrity.
ROI Reporting: Deliver monthly reports to management demonstrating the return on investment (ROI).

10. Head of Marketing Overview

Team Management: Manage Facebook and YouTube marketing teams to achieve the required results.
Creative Collaboration: Work closely with other departments to develop creative advertising campaigns.
Ad Campaigns: Run effective Facebook and YouTube advertising campaigns.
A/B Testing: A/B test landing pages, funnels, and advertising content.
Brand Strategy: Lead the brand strategy process, including defining the brand and prioritizing areas of focus (content-wise and channel-wise).
Content Execution: Run the daily drumbeat, content production, and execution of marketing activities.
Function Development: Develop the marketing function as a core strength through organizational setup and hiring.
Strategic Leadership: Participate as part of the management team and take an active role in guiding the future of this fast-growing brand.

11. Head of Marketing Job Description

Growth Roadmap: Build a growth roadmap and manage marketing efforts across multiple channels (paid, owned, earned) to achieve business goals.
Email Marketing: Build out and optimize the email marketing program and nurture relationships with customers throughout their lifecycle.
Growth Analytics: Develop all growth-related analytics by setting performance benchmarks.
Dashboard Reporting: Create dashboards and report on experiments.
Landing Page Strategy: Lead landing page strategy, development, and optimization.
Site Collaboration: Collaborate with developers and design teams to enhance site experience in alignment with company objectives.
Content Strategy: Apply analytical rigor to content by creating educational materials that become a major driver of organic traffic.
Channel Testing: Identify and test new channels to incorporate into growth plans.
Data-Driven Insights: Make recommendations based on customer research, behavioral data, and emerging technology.

12. Head of Marketing Functions

Brand Positioning: Develop a Global Selling brand positioning and value proposition in the market.
Communication Strategy: Own Seller Communication strategy, including messaging and channels.
Marketing Calendar: Plan and execute 12-month marketing calendars to drive Global Selling awareness and consideration in the enterprise community.
Online Engagement: Build and grow online channels to communicate and engage prospects and Sellers.
Offline Marketing: Plan and execute offline marketing activities to drive awareness, demand generation, and support Seller Success.
Partnership Management: Develop and manage key strategic partnerships, including but not limited to government and associations, to jointly promote Global Selling.
Team Building: Hire and build a customer-centric, innovative, and high-standard marketing team.
Success Metrics: Develop the right metrics to measure success and drive appropriate inputs.
Budget Oversight: Manage agencies and marketing budget to improve ROI.

13. Head of Marketing Accountabilities

Marketing Strategy: Craft strategies for all Marketing teams, including digital, brand, and creative.
Online Optimization: Create and execute a strong marketing strategy while optimizing online presence.
Performance Analysis: Develop, execute, and optimize the marketing strategy, analyze and report on performance to ensure target metrics and high ROI are achieved.
Budget Management: Prepare and manage monthly, quarterly, and annual budgets for the Marketing department.
Goal Tracking: Set, monitor, and report on team goals.
Market Research: Use market and competitive research to segment and define target markets and implement market-penetrating strategies.
Brand Ambassadorship: Attend relevant industry events and act as a brand ambassador.
Sales Collaboration: Work closely with the sales team to achieve sales goals and optimize lead generation while building a pipeline through integrated marketing campaigns.
Stakeholder Approval: Ensure sign-off from stakeholders (radio, TV, PR, digital).

14. Head of Marketing Job Summary

Digital Strategy: Build and manage the digital marketing strategy and plans to optimize business goals.
Customer Communication: Manage communication with customers across multiple channels, taking the lead on email marketing, landing pages, product banners, and education materials.
Social Media: Manage and execute presence on all social media platforms.
PPC Management: Manage, monitor, and optimize PPC campaigns on different platforms through an outsourced agency.
Brand Partnerships: Build relationships and partnerships with different brands and agencies to strengthen brand presence.
Offline Campaigns: Supervise offline campaigns and activities.
Team Collaboration: Work collaboratively with designers, product teams, and developers.
Performance Reporting: Provide reporting and analysis on core results to all stakeholders.

15. Head of Marketing Responsibilities

Marketing Strategy: Develop and execute a robust and comprehensive customer-centric marketing strategy.
Revenue Growth: Lead marketing efforts with a focus on growing revenue.
Market Positioning: Position the company as an expert in global cross-border payments.
Lead Generation: Build effective and measurable lead generation campaigns.
Customer Value: Leverage data to increase customer lifetime value.
Brand Awareness: Build heightened brand awareness through PR, events, thought leadership, customer programs, and communities.
Content Localization: Understand competitors’ positioning and leverage global content to create region-specific content addressing the needs of diverse markets.
Business Metrics: Own and be accountable for key business metrics, support in-depth business reviews with international teams, and present results to senior executives.
Dashboard Reporting: Create, manage, and publish dashboards reporting progress against goals and relevant marketing metrics.
Regional Collaboration: Work closely with regional teams to achieve annual targets.
Sales Alignment: Liaise closely with sales leadership on strategic projects, such as ABM and custom campaigns for enterprise accounts.
Team Leadership: Build and lead a team of high-performing marketing professionals.

16. Head of Marketing Details

Strategy Communication: Communicate the marketing strategy across the organization.
Asset Management: Develop and manage key marketing assets, including white papers, case studies, corporate communications, marketing website, social media accounts, and physical assets.
Event Representation: Organize and represent the company at conferences, industry trade shows, and major events.
Lead Generation: Work closely with sales and partnerships teams to generate inbound leads.
Market Research: Direct and support market research activities, including the latest trends in content marketing, digital products, competitors, and industry trends.
Brand Compliance: Maintain brand standards and ensure compliance across all marketing and communications channels.
Budget Management: Manage marketing budget and expenditures.
Growth Strategy: Identify growth opportunities and work with the team to ensure all activities drive the business.

17. Head of Marketing Duties

Growth Strategy: Deliver innovative and best-in-class strategies that translate into initiatives to drive growth across the portfolio.
Commercial Leadership: Deliver true commercial leadership that achieves ambitious targets.
Category Vision: Build a compelling category vision, developing opportunities and growth levers across the total category that translate into growth plans for the portfolio.
Consumer Insights: Be a consumer insight expert and develop an innovation pipeline for brands and portfolios to achieve brand and business ambitions (EPD/NPD).
Brand Planning: Develop and execute future-proof and flexible brand commercial plans that align with retailer strategies while setting brands apart from the norm.
360 Marketing: Develop, recommend, and execute 360 marketing plans, managing the effective deployment of the marketing budget and ensuring best-in-class marketing execution.
Brand Equity: Do things differently by building brand equity and value, and engaging consumers.
Executive Delivery: Deliver at a strategic executive level while also being involved in day-to-day operations.

18. Head of Marketing Responsibilities and Key Tasks

Performance Analysis: Identify business performance trends through rigorous analysis and strategic insight, developing actionable recommendations to capitalize on opportunities and mitigate risks.
Team Leadership: Build, manage, and coach a high-performing marketing team.
Brand Consistency: Ensure the brand message is strong and consistent across all channels and marketing efforts, including events, email campaigns, web pages, and promotional materials.
Campaign Execution: Drive the implementation of marketing campaigns that meet business objectives and generate leads.
Marketing Strategy: Offer expert advice to develop innovative advertising, public relations, social media, and event strategies.
Vendor Management: Manage agency providers, consultants, freelancers, and other suppliers, including contract negotiation and management.
Budget Oversight: Manage budgets and ensure strong ROI across investments.
Channel Marketing: Spearhead marketing efforts across all channels, including wholesale, eCommerce, and retail.

19. Head of Marketing Duties and Roles

Marketing Strategy: Develop, communicate, and execute the marketing strategy and plan.
Team Leadership: Lead, mentor, and grow a team of marketers responsible for demand generation, customer retention, product marketing, partner marketing, brand, and PR programs.
Demand Generation: Establish demand generation best practices, including account-based marketing.
Pipeline Delivery: Ensure delivery of pipeline and leads to support global revenue growth goals and drive key business metrics across the sales funnel.
Product Messaging: Create product positioning and value propositions that resonate in the insurance market and reflect the vision for the product.
Forecasting and Reporting: Forecast and present to senior management and help achieve greater marketing success.
Thought Leadership: Serve as an evangelist for products through thought leadership, blogging, social media, and speaking engagements.
Market Awareness: Keep the company up-to-date with market trends and competition to maintain a competitive edge.

20. Head of Marketing Roles and Responsibilities

Brand Storytelling: Be the chief storyteller to communicate unique brand propositions to the market and consumers.
Local Presence: Ensure all products maintain a strong local presence with consumers and partners.
Strategy Execution: Define and execute marketing strategy, including branding, PR, product and content marketing, and digital marketing.
Campaign Leadership: Lead the marketing team to execute campaigns with a data-driven approach to increase user acquisition, usage, and social engagement while maintaining a positive ROI.
Calendar Management: Manage the local marketing calendar and ensure proper planning and execution.
Cross-Department Alignment: Work closely with other department heads to align key brand messages within the product and across all platforms.
Regional Collaboration: Represent the marketing team and collaborate with the regional team to establish campaigns to grow in new markets and/or increase engagement within existing markets.
Agency Coordination: Liaise with local marketing, PR, and media agencies to plan, design, implement, and evaluate marketing campaigns and activities.
Brand Oversight: Manage all elements of online/offline branding, merchandise, and events, both trade and consumer.

21. Head of Marketing Roles and Details

Brand Positioning: Define and implement a brand position and voice that engages both the team and target customers.
Go-to-Market: Gather market insights and create short- and long-term go-to-market strategies to reach target customers.
Marketing Planning: Lead the planning process, manage marketing investments, and revise marketing plans to adjust to changing market conditions.
Awareness Strategy: Develop and execute a strategy to increase awareness of offerings through hands-on involvement with website design and content, social media (LinkedIn, Twitter, etc.), events, and public relations.
Thought Leadership: Establish the company as a thought leader in air traffic management systems.
Lead Management: Implement lead management processes and procedures to maximize the effectiveness of inbound leads.
Team Training: Train and educate teams on data management systems, including proper utilization of CRM tools, GDPR processes, reporting dashboards, and other marketing scorecards.
Performance Metrics: Establish core marketing metrics and reporting mechanisms to evaluate and improve marketing performance.

22. Head of Marketing Key Accountabilities

Team Recruitment: Recruit, interview, hire, and train supervisory and management staff in the department.
Department Oversight: Oversee the daily workflow and drive the strategy of the Marketing department, currently managing a team of three, plus the Head of Marketing.
Sales Supervision: Provide oversight of the Sales Development team, including the Director of Sales Development, who reports directly to this position.
Performance Evaluation: Provide constructive and timely performance evaluations.
Employee Management: Handle employee feedback and performance management processes following company policy and culture.
Standalone Leadership: Operate in a standalone role with full responsibility for marketing activities and attracting new talent to the business.
Team Contribution: Contribute to a dynamic team committed to growing the company’s positive impact and expanding its profile with new clients and prospective employees.
Professional Development: Engage in training, ongoing coaching, and mentoring to support continued professional development.

23. Head of Marketing General Responsibilities

Marketing Leadership: Oversee the planning, development, and execution of the organization's marketing and advertising initiatives in the country.
Strategy Optimization: Review and fine-tune marketing and customer acquisition strategies.
Resource Coordination: Lead resource allocation and coordination between businesses to ensure synergy across countries of operation.
Sales Oversight: Track and control overall sales and budget targets in the local market with guidance from headquarters.
Market Insights: Collaborate with third-party vendors and data providers to develop market insights.
Growth Collaboration: Work with the senior leadership team to lead and coordinate all outward-facing marketing activities supporting ambitious growth and diversification plans.
Brand Development: Curate and develop the company brand, creating and implementing innovative marketing strategies aligned with company development objectives.
Stakeholder Engagement: Attend events and develop strong relationships with potential clients, external stakeholders, education and training providers, and third-sector organizations.

24. Head of Marketing Role Purpose

Growth Strategy: Work closely with the leadership team to help define the growth strategy of the brand and business.
Marketing Execution: Identify the most effective marketing strategies for each brand, product, and region, and collaborate with the team to execute them.
Campaign Management: Leverage both digital marketing campaigns and non-digital campaigns to generate leads and expansion opportunities.
Team Leadership: Lead and support the marketing function to deliver against company objectives.
Customer Experience: Review key processes to introduce a "best-in-class" customer journey experience.
Data Optimization: Use a data-driven methodology to improve effectiveness across all marketing channels.
Performance Analysis: Analyze performance across various marketing channels, sharing metrics and insights to enhance communication, strategies, and delivery of marketing campaigns and messaging.
Sales Management: Lead and manage a sales team, set appropriate targets, and commission structures.

25. Head of Marketing Essential Functions

Corporate Marketing: Develop the global corporate marketing plan in support of the company vision that reinforces and builds upon positioning in different markets and maximizes owned and paid channels.
Product Marketing: Lead product marketing, reporting, and ROI to ensure the right balance of marketing mix and global versus local approach.
Value Proposition: Develop core value propositions against product groupings and manage all collateral planning and associated activities (events, sponsorship, media).
Digital Strategy: Build a robust global digital footprint through the development of a digital-first strategy, including content and optimization for product-related content on social channels, web, etc.
Omnichannel Campaigns: Design omnichannel campaigns that drive preference for the client by setting clear objectives and managing, monitoring, and reporting on effectiveness and ROI.
Team Leadership: Lead a forward-thinking, proactive team focusing on maximizing the success of all stakeholder journeys.
Audience Targeting: Identify and target the right audiences to create strong brand preference.
Budget Management: Manage the marketing budget for which they are responsible.

26. Head of Marketing Additional Details

Marketing Ownership: Own the marketing plan for the company, working closely with the CEO, CTO, and Sales Directors.
Campaign Development: Develop and manage marketing campaigns that generate leads.
Customer Engagement: Work with third-party vendors and the company’s technical and pre-sales teams to develop engaging customer campaigns and sales collateral, to gain a deep understanding of the Cyber Security and Cloud market.
Partner Marketing: Collaborate with the company’s partners to generate joint marketing initiatives and manage marketing funds.
Content Creation: Create engaging content across all digital channels.
Vendor Management: Negotiate, develop, and manage various relationships with third parties to deliver on the strategy.
Event Management: Organize and run product launches and various industry events.
PR Coordination: Work with agencies to generate PR opportunities.

27. Head of Marketing Roles

Marketing Planning: Create and deliver a focused marketing plan prioritizing key hardware markets and areas of development.
Online Sales: Grow online sales of Smartbox software through the online store, app store, and VPP/Apple Business Manager platforms.
User Research: Identify genuine user needs through quantitative and qualitative research.
Lead Generation: Take ownership of lead generation in direct sales markets, developing an effective plan for exhibitions, social/ad investment, product trials, or new strategies to support sales teams.
Data-Driven Decisions: Use market data to inform decision-making.
Tech Adoption: Maintain up-to-date knowledge of the latest marketing technology and advances, and implement these.
Strategic Alignment: Collaborate closely with the Management team to ensure strategic alignment and incorporation of marketing activity across functions.
Partner Support: Build strong relationships with Global Partners and support them to develop the Smartbox brand in their territories.
Team Leadership: Lead a highly talented and motivated team.
Budget Management: Manage the annual marketing budget.
Brand Development: Work with the Customer Experience Director to develop the brand and monitor brand perception.
Copywriting Support: Provide copywriting support, ensuring the tone of voice and messaging across Smartbox remains true to values and behaviors.

28. Head of Marketing Tasks

Brand Growth: Make QuickBooks the number one FMS brand through Accountant partners and direct channels.
Team Leadership: Build and lead a team of high-performing marketers by attracting great talent and driving the team’s engagement, development, and collaboration.
Customer Insights: Develop deep customer insights and market understanding (segmentation and targeting) to uncover the attitudes and behaviors of prospects.
Go-to-Market: Turn customer insights into an actionable go-to-market strategy that includes customer-backed positioning and messaging delivered across the end-to-end experience (marketing and product).
Pricing Strategy: Strengthen pricing strategy and drive business model innovation.
Campaign Growth: Grow multi-channel awareness and acquisition campaigns, including TV, search, display, mobile, social, content, partners, DR, PR.
Cross-Functional Alignment: Build strong relationships across functions, levels, and stakeholders to become a leader and champion of target client initiatives across the company.
Product Partnership: Partner closely with product leaders, including product managers, designers, and developers.
Integration Experience: Deliver new, delightful cross-product integration experiences to grow conversion, active use, and customer satisfaction.
Executive Support: Support the Country Manager in various business meetings and present business plans and results to senior leaders regularly.
Performance Tracking: Be responsible for business performance tracking weekly.
Data Analysis: Actively analyze data to communicate performance stories to senior leaders and identify insights for improvement.

29. Head of Marketing Details and Accountabilities

Creative Integrity: Establish and maintain high creative integrity of all initiatives by ensuring each project adheres to the creative strategy and brand standards.
Idea Development: Drive team members to develop insightful, creative ideas.
Output Management: Manage the group to deliver high-quality outputs on time, adhering to Creative Briefs and ensuring consistency of strategic branding.
Copy Oversight: Oversee the copy process by regularly meeting with copywriters and Account Management to assess project development, review work, and ensure alignment with the Creative Brief.
Client Liaison: Act as a client liaison by presenting work stages to clients and responding effectively to their requests or inquiries on time.
Ad Development: Provide accurate written ad copy and/or visuals by conducting brand and product research, applying consistent style and messaging, understanding style guides, and ensuring regulatory compliance.
Team Mentorship: Mentor departmental employees by offering developmental opportunities, answering questions, and guiding resource utilization internally and externally.
Freelance Supervision: Supervise freelance staff by assigning projects based on skill sets, orienting new employees to agency procedures, providing resources and direction, and addressing questions.
Executive Excellence: Maintain consistently high executive excellence by assigning appropriate resources, managing timelines, and promoting strategic brand objectives.

30. Head of Marketing Overview

Brand Execution: Follow the global Brand Strategy plan and Brand Guidelines to execute the strategic vision for B2B and B2C marketing.
Local Strategy: Collaborate with leadership to research and create strategies driving local brand awareness, engagement, and conversion.
Channel Growth: Spearhead growth through marketing channels (paid, email, podcasts, social, etc.), robust referral programs, customer list development, lifecycle program design, content development and distribution for SEO, events, PR, partnerships, and other marketing efforts.
Traffic Optimization: Drive traffic to B2C channels focusing on conversion, cost of acquisition, bounce rate, transaction value, and similar metrics.
Social Media: Implement global Social Media positioning by partnering with the global team and executing the company’s Social Media strategy.
Creative Campaigns: Develop and execute highly creative campaigns and content to drive clicks and tell the brand story to the regional audience, emphasizing customer value.
Retention Programs: Develop and drive lifecycle retention programs, including transactional messaging, trigger programs, and large-scale campaigns.
Impact Analysis: Measure impact by rigorously analyzing data, reporting on the effectiveness of campaigns, growth initiatives, communications, social media, and content to foster and accelerate learning and innovation.
Team Management: Build and retain a talented team, manage effectively to implement strategy, achieve target goals, and create new opportunities for impact.
Sales Coordination: Coordinate sales and marketing efforts, working with global counterparts across multiple regions to maximize brand awareness.

31. Head of Marketing Job Description

Marketing Leadership: Develop and lead a data-oriented marketing organization and oversee the launch of the brand’s first DTC product.
Brand Stewardship: Serve as the brand’s in-house steward for ongoing brand strategy work, product branding, and e-commerce site development through the coordination of day-to-day logistics and vendors.
GTM Strategy: Lead GTM campaign strategy, planning, and execution by providing a strategic framework for launch marketing campaigns, marketing plans outlining tactics by channel, campaign ecosystems, flight timelines, creative, and media briefs.
Metric Tracking: Track, qualify, and organize a robust system for tracking and sustainably growing key metrics.
Omnichannel Planning: Strategize, ideate, and build an omnichannel marketing plan that drives trial and engagement, build and inspire a team to drive product trial, generate awareness, and develop an engaged subscriber and customer base.
Social Media: Lead social media strategy, content, and overall engagement and growth plans, oversee social media and content.
Partnership Development: Generate and close strategic partnerships and business development initiatives with inspiring brands and companies across industry verticals.
Influencer Strategy: Create and execute affiliate, content, and influencer strategies focused on developing, contributing to, and sustaining a movement centered on mental health support.
Customer Experience: Establish shareable and delightful experiences that enable sustainable customer base growth.
Team Building: Build a team of success-oriented marketers who care about mental health support and deeply believe in building the customer and company community.
Brand Identity: Support and evolve the brand identity, voice, and tone across all channels and customer touchpoints.

32. Head of Marketing Functions

Brand Guidelines: Responsible for the brand guidelines related to company positioning and consumer communication, ensuring guidelines evolve with the company and are strictly adhered to by all teams.
Creative Assets: Ideate, develop, and deploy all creative marketing assets, including company landing pages/website, purchase funnel and features, ad units, and all email/app/text messaging and notifications.
Sales Funnel Optimization: Partner with Business Intelligence to optimize the entire sales funnel from first visit to free trial to paying customer, including A/B testing low-friction consumer flows through the checkout process.
Content Calendar: Build a social and marketing content calendar across all owned and third-party channels, including identification and management of events and conferences.
Content Management: Manage all growth content, including video, editorial/copywriting, and art across formats (product pages, emails, blogs, white papers, case studies, social, newsletter, podcasts) on all owned and third-party platforms.
Paid Media: Define, budget, and optimize all paid media, SEM/PPC, and performance marketing campaigns.
Organic Campaigns: Build and deploy referral/group programs and organic campaigns that optimize the CAC/LTV equation across consumer segments.
Social Media: Manage the company’s social media efforts across all relevant platforms to significantly grow reach across existing and future target markets, identifying opportunities to strengthen communication between consumers and the company.
Marketing KPIs: Own all key marketing KPIs, including visitors, visitor engagement, conversion to free trial, and, in partnership with the Head of Product, conversion to paid and average order value for all products and services.
Team Scaling: Hire and scale a strong and agile marketing team to deliver on all key responsibilities, including sourcing and managing external agencies and freelancers (branding, website, video, graphic design, etc.).

33. Head of Marketing Accountabilities

Campaign Strategy: Create a strategic plan for the execution of all digital and non-digital marketing campaigns.
Social Media: Create and deliver a social media content distribution and promotion strategy.
Market Analysis: Identify marketing opportunities by understanding customer requirements, defining market competitors, gathering intelligence to quantify market share, and evaluating strengths and weaknesses to develop the offer to market further.
Forecast Planning: Create detailed plans based on identified market opportunities, forecasting hard targets, and how these will be achieved in the short-term and medium-term.
Plan Execution: Be responsible for the implementation of these plans and the achievement of targets.
Performance Tracking: Track, measure, and report performance of all regional marketing campaigns, assessing against established goals and metrics (ROI and other appropriate KPIs).
SEO Management: Manage and implement SEO best practices, including monitoring metadata and keywords.
Website Optimization: Manage the development of and improvements to all websites to create the best user experience.
Content Development: Oversee the development, copywriting, and design of marketing campaign material (digital and other marketing) within agreed budgets.
Event Participation: Participate in recruitment seminars.
Agent Network: Develop an agent network.

34. Head of Marketing Job Summary

Marketing Planning: Responsible for the annual marketing plan, including comprehensive strategy and tactics.
Brand Integration: Lead integration of the brand strategy across all customer types aligned to the global brand plan.
Brand Facilitation: Facilitate the brand planning process, including application of brand planning guidance, design, and facilitation of key workshops, and cross-functional collaboration.
Creative Strategy: Ensure alignment of creative strategy with campaign objectives, provide audience insights to aid in creative development, and act as steward of overall brand positioning.
Event Management: Manage the development, implementation, and coordination of an annual, strategic special events calendar, including conferences, trade shows, and events.
Market Research: Direct and support market research collection, analysis, and interpretation of market data for short- and long-term forecasts and reports.
Web Oversight: Oversee web design, content management, and online brand awareness.
Online Communication: Manage all online communication, maintain and update content and coverage through these outlets, and review and edit any content posted by staff or the public.
Brand Compliance: Maintain brand standards and ensure compliance across all marketing and communications channels.
Competitive Analysis: Identify competitors, evaluate their strategies and positioning, and devise counter-strategies.
Customer Insights: Understand and gain deep customer insights for all critical stakeholders.
Cross-Functional Collaboration: Develop strong cross-functional collaboration with key internal and external stakeholders to deliver against financial objectives for the portfolio.
Campaign Leadership: Lead the marketing team in strategy development, execution, and measurement of promotional campaigns, congresses, sales force national meetings, marketing execution, and promotional speakers’ bureau activities and direction.

35. Head of Marketing Responsibilities

Vision Development: Partner with the CEO and relevant business partners to create a compelling vision grounded in a deep understanding of business, consumers, and culture.
Brand Management: Maintain brand assets and ensure consistent brand image, content usage, and messaging across all communication mediums.
Team Leadership: Lead and manage the Marketing team in crafting strategies and guiding the creation of omnichannel content and experiences that drive brand health and increase acquisition, retention, and customer engagement.
Content Strategy: Define the opportunity space for specific brand marketing initiatives, articulate a strategic content framework and holistic content calendar, ensuring alignment of key marketing messages, including new advertising and promotions.
Campaign Briefing: Manage and lead brand-level content strategy and briefing processes for large campaign projects.
Messaging Execution: Translate communications strategies into actionable messaging for acquisition, loyalty/retention, and creative teams.
Program Execution: Build and execute timely marketing, influencer/PR programs, and email campaigns to increase brand awareness and create buzz.
Cross-Functional Collaboration: Collaborate cross-functionally with counterparts and business groups to create a content plan inclusive of brand, supplier, and customer segment messaging, leveraging media platform best practices for an innovative and integrated approach.
Creative Oversight: Lead and manage the Creative Services team to ensure consistent and effective brand messaging.
Marketing Strategy: Direct and/or develop comprehensive marketing strategies and recommendations for initiatives aligned with business objectives and the brand, including store events and creative projects.
Opportunity Analysis: Identify marketing opportunities based on dynamics in strategy, media, competitive, and consumer behavior, and recommend appropriate action in a fast and flexible manner.
Account Management: Manage selected accounts within the marketing budget.

36. Head of Marketing Details

Campaign Execution: Develop and execute campaigns and programs to drive high-quality leads to the buy-side and supply-side of the marketplace.
Lead Optimization: Generate MQLs and SALs, optimizing the conversion points in the marketing funnel.
Opportunity Targeting: Optimize lead volume and quality to reach high-value opportunities within the ideal customer profile.
ABM Strategy: Develop an ABM strategy and program to target and attract selected accounts and personas.
Workflow Management: Build and manage lead generation workflows to generate new leads across the buy-side and supply-side.
Lead Automation: Generate high volumes of clean, accurate leads using no-code automation tools and virtual assistants.
Team Collaboration: Collaborate with buy-side and supply-side team members on campaign tactics, including creating subject lines, email sequences, imagery, content, and workflows within Outreach.io and HubSpot.
Asset Development: Develop assets to drive successful demand generation projects, including refining messaging and targeting across case studies, blog posts, white papers, campaign elements, presentations, webinars, and podcasts.
Nurture Programs: Build nurture programs and automation for prospects, leads, and trials.

37. Head of Marketing Duties

Product Launches: Plan and execute product launches across the organization to increase leads.
Launch Campaigns: Develop and execute product launch campaigns covering messaging, collateral creation, customer communications, and internal training.
Customer Re-engagement: Generate sequences to re-engage existing customers, driving them to purchase more or list more supply.
Referral Marketing: Leverage referral marketing programs to drive new leads from existing customers and third parties.
Campaign Tracking: Track and communicate campaign performance weekly, monthly, and quarterly from the top of the funnel through closed deals.
Reporting and Metrics: Build and manage reporting, and set team-wide metrics to execute toward goals like CAC and LTV.
ROI Attribution: Create methods to attribute and track ROI from campaigns across various channels.
Data Insights: Make data-based recommendations to drive more conversions, revenue, and efficiency within each channel.

38. Head of Marketing Key Accountabilities

Global Strategy: Develop the global marketing strategy, working closely with international Account Management teams.
Strategy Implementation: Lead the implementation of the marketing strategy, including consumer and trade campaigns, events, digital marketing, social media, and PR across brands internationally, with a specific focus on driving brands and markets.
Product Consultation: Collaborate with the Brands team to provide insight and consultation, aiding product strategy development across the existing and new ranges.
Creative Development: Work alongside the Brands team and CCO in creating and developing creative propositions and communications to support activation.
Analytical Marketing: Take an analytical approach to marketing and business development activities, working closely with account management.
Performance Measurement: Measure and communicate marketing ROI to formulate future strategy based on campaign performance.
Social Strategy: Support the development and maintenance of a successful social media strategy for key international markets.
Budget Management: Ensure a highly creative and innovative approach to deploying the global marketing budget to maximize ROI and maintain tight budgetary control with agility.
Team Collaboration: Promote and oversee collaborative working relationships between the marketing team, account management team, and international teams to deliver an aligned marketing and commercial plan.
Retail Support: Support and drive retailer relationships and sell-ins alongside Brand and Account Management teams, building and presenting brand and marketing strategy updates.

39. Head of Marketing General Responsibilities

eCommerce Strategy: Consult, advise, and implement the eCommerce strategy, ensuring alignment with the wider business.
Market Analysis: Maintain continuous analysis of the competitive environment and consumer trends, feeding insight into Brand and Category teams.
Consumer Journey: Work closely with the eCommerce Manager to assess and evolve the marketing strategy to optimize the consumer journey.
Knowledge Sharing: Promote the sharing of knowledge and insight within the wider business and collaborate with Marketing Managers to align strategy and creative accordingly.
Digital Engagement: Oversee the development and ongoing management of brand presence and customer engagement across all social media and digital platforms to drive brand awareness, advocacy, and sales.
Consumer Research: Develop and implement consumer research.
Process Improvement: Develop new and improved systems and processes to ensure consistency, efficiency, and accuracy of work.
Team Management: Manage staff performance, training, and development within the marketing team.
Agency Management: Develop, maintain, and manage key agency relationships, including overall budgetary control, reviews, and optimization, working alongside the Head of Marketing to ensure economies of scale across brands and projects.
Creative Leadership: Support the Marketing and Production team by leading photoshoots, working alongside Brand, Category teams, and CCO to ensure creative direction is on-brand and marketing needs are delivered.

40. Head of Marketing Role Purpose

Local Strategy: Develop, lead, and implement local marketing plans, strategies, and programs based on global and regional marketing strategies to achieve both short-term and long-term organizational goals for products and services.
Product Launches: Plan, execute, and manage new product launches, including related processes, communication, promotion, campaigns, and multi-brand activities to boost brand awareness.
Media Planning: Define PR and advertising objectives, recommend media/channel choices, and allocate internal and external resources accordingly.
Pricing Strategy: Set product pricing aligned with global product USPs and collaborate with Finance to establish discount/rebate policies per authorization guidelines.
Price Management: Manage ASP development and list price adjustments in coordination with regional/global activities and budget cycles.
Local Initiatives: Conceive and implement local marketing initiatives (product-related and non-product-related) to increase shareholder value and drive revenue and growth objectives.
Sales Collaboration: Work closely with Sales and Country Management to qualify and quantify business opportunities.
Segment Strategy: Develop and implement customer segment-specific marketing and sales strategies based on financial and operational KPIs.
Sales Training: Ensure the sales force is expertly trained on product knowledge.
Plan Integration: Integrate the marketing plan with training, education, and sales activities.

41. Head of Marketing Essential Functions

Brand Value: Build brand value by understanding value propositions and customer benefits.
Cross-Functional Alignment: Liaise with other functional and operational managers to ensure marketing activities align with overall business objectives and are integrated with other business areas.
Regulatory Collaboration: Collaborate with local, regional, and global Regulatory Affairs functions to align launch timelines, activities, and processes.
Segment Marketing: Leverage existing products through customer segment-specific marketing initiatives aligned with sales cycles.
Sales Communication: Communicate with the sales team during meetings to gather input, discuss, and explain marketing activities.
Team Development: Manage and develop the local marketing infrastructure and team by coaching and developing team members.
Training Integration: Integrate Training & Education activities into the general marketing plan, using them to further develop customers.
Training Optimization: Analyze and improve Training & Education effectiveness and efficiency.
KOL Management: Manage key customers and Key Opinion Leaders, including ITI, implement a KOL development plan, and utilize the speaker network (local, regional, and global) to maximize brand impact.
Speaker Development: Collaborate with Training & Education and Sales teams to groom new and young speakers and support the development of existing speakers and KOLs to regional or international levels.

42. Head of Marketing Additional Details

Strategic Planning: Actively participate in strategic business planning sessions to understand market trends, market penetration, share growth objectives, and annual financial targets.
Marketing Strategy: Develop comprehensive marketing strategies and plans to drive company revenue targets and budgeted profitability.
Acquisition Support: Drive acquisition strategy and actively support cultural and business integration efforts.
Campaign Performance: Develop marketing campaign and lead KPIs, regularly track and report performance to ensure appropriate ROI, and make proactive adjustments for maximum effectiveness.
Product Innovation: Drive new product development, innovative pricing, bundling strategies, and continuous product improvement through market research and creative thinking.
Competitor Monitoring: Monitor competitor activity, including product development, financial results, and marketing efforts, and escalate key findings to the business.
Digital Enablement: Lead development of digital tools and resources to drive leads, conversions, contact management, effective sales presentations, one-call closings, and opportunistic touch programs across the funnel.
Brand Stewardship: Steward the brand and its sub-brands, driving strategic positioning and development.
Marketing Roadmap: Craft a broad marketing roadmap aligned with platform strategic objectives to drive demand and increase win rates.
Product Management: Drive the development of a product management function delivering innovation, robust product lifecycles, disruptive pricing, and improved market share and margin.
Marketing Innovation: Maintain in-depth awareness of trends, strategies, and advancements in marketing technologies, identify and propose innovative, disruptive programs.

43. Head of Marketing Overview

Sales Enablement: Build effective sales tools to improve time to close and close rates, ensuring sales team success.
Acquisition Marketing: Serve as a strategic partner to the acquisition team for marketing initiatives related to acquisitions, creating synergies, and maximizing ROI.
Team Alignment: Drive the vision and behaviors of internal and external marketing teams to support business values and culture.
Talent Development: Identify, develop, and grow marketing talent within the organization by cataloging skills, addressing gaps, establishing accountabilities, and attracting new talent.
Team Coordination: Coordinate and monitor tactical and strategic responsibilities of internal marketing team members and external contractors to ensure efficiency and effectiveness.
Performance Management: Manage staff performance proactively by recognizing excellence, addressing deficiencies, and maximizing talent potential.
Process Improvement: Identify and implement continuous improvements to processes, systems, and tools to achieve marketing and product management excellence.
Benchmarking Analysis: Conduct annual marketing benchmark studies to ensure optimal budget allocation.
Lifecycle Analysis: Develop annual product lifecycle analyses.
ROI Reporting: Report ROI of marketing strategies and activities by channel, target market, and region, aligning with corporate reporting standards.
Competitive Intelligence: Employ competitive intelligence to evaluate products, customer journeys, and customer experience aspects to support strategic decisions and investments.

44. Head of Marketing and Events Tasks

Direct Marketing: Drive direct marketing, retention, and acquisition campaigns via direct mail and bespoke distribution campaigns.
Cross-Sell Strategy: Discover, develop, and evaluate new cross-sell and upsell ideas, translating research insights into usable and marketable strategies.
Stakeholder Engagement: Engage with stakeholders such as Channel Heads, BDMs in Agency Distribution, and Partnership Distribution.
Campaign Development: Develop and deliver direct marketing campaigns and channel marketing plans, and strategies within the timeline.
Strategic Roadmaps: Establish quarterly strategic roadmaps working with Distribution, Customer, and Product teams that highlight cross-sell/upsell and ad-hoc efforts and implement them across Marketing.
Campaign Launch: Design and launch new campaigns to increase conversion through cross-sell/upsell and acquisition campaigns.
Project Management: Develop project scope and objectives for all cross-sell initiatives to ensure the successful delivery of projects on time and budget.
Campaign Analytics: Work closely with the data analytics team to track results of direct marketing campaigns and report results to senior management.
Email Marketing: Collaborate with CX and Segment teams to develop contact rules on email marketing campaigns for all insurance products (with a focus on protection), ensuring consistency in communications, brand, and functionality.
Platform Execution: Work with email platforms (Dream and Epsilon) and CRM platforms to execute and monitor email campaign deployment.
Process Improvement: Work closely with digital and marketing teams to ensure effective follow-through on leads and continuously look for ways to enhance and improve the direct marketing process.
Event Leadership: Lead the events team to plan and deliver unique event experiences for distribution channels and employees, injecting fresh ideas to raise the bar for events.

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