WHAT DOES A MARKETING EXECUTIVE DO?

Published: Jul 1, 2025 - The Marketing Executive designs, writes, and executes targeted direct email campaigns aligned with customer acquisition goals, while managing third-party advertising efforts and ensuring content accuracy and compliance. This role involves analyzing campaign performance to report revenue impact, suggesting data-driven improvements, and collaborating with IT and database teams to optimize data segmentation and analysis. The executive also oversees brand consistency across channels, manages creative design elements, and enhances digital and corporate content to boost engagement and sales.

A Review of Professional Skills and Functions for Marketing Executive

1. Marketing Executive Details and Accountabilities

  • Campaign Management: Create and implement measurable marketing communications campaigns to deliver increased awareness of products and services
  • Content Development: Create engaging and targeted content developed from an initial campaign brief, including email copy, social media, web content/copy (in collaboration with the Digital Team), and imagery
  • Webinar Hosting: Take responsibility for building and facilitating webinars
  • Event Planning: Coordinate attendance at industry events, including conferences and seminars, and promote the events, including the scheduling of email activity, social media posts
  • Material Distribution: Arrange for the effective distribution of marketing materials internally and externally to maximise the impact of campaigns
  • Channel Marketing: Execute marketing strategies in print advertising, social media, e-mail marketing, and other digital channels
  • Sales Coordination: Coordinate sales activities such as events, promotions, and customer retention programs
  • CRM Management: Keep the company database of customer contacts up to date
  • Market Research: Perform market research to assess new and existing products
  • Marketing Support: Report to and assist the Marketing Manager
  • Agency Coordination: Liaise with marketing agencies

2. Marketing Executive Overview

  • Onboarding Package: Create an onboarding package for newly signed partners.
  • Fund Management: Manage the marketing development fund for resellers.
  • Partner Support: Support existing partners' activities and business (social media, events, and best-practices documents).
  • Platform Management: Create and manage the Marketing platform that enables partners to create dual-branded marketing and sales assets.
  • Partner Communication: Responsible for marketing communications with partners to keep programs aligned with goals.
  • Material Creation: Create supporting marketing materials that attract new partners in the designated area (webpage, brochure, and social media).
  • Initiative Development: Develop marketing initiatives for the partners' network.
  • Program Reporting: Manage the reporting for marketing programs.
  • Campaign Execution: Run event-based marketing campaigns to drive awareness and lead generation in the designated area.

3. Marketing Executive Job Description

  • Marketing Operations: Undertake marketing duties for marketing activities and campaigns, such as lead management, supplier management, subscriptions, and invoicing
  • Event Coordination: Work with the marketing and product specialists to oversee the planning and operational delivery of all events, exhibitions, and workshops
  • Tender Support: Support the product specialists with tender submissions.
  • Opportunity Management: Market scanning and submission coordination, ensuring all opportunities are identified and acted on time
  • Data Analysis: Produce business data analysis, using software applications
  • Product Data Maintenance: Work closely with the product specialists to maintain accurate part numbers, pricing, and descriptions in various electronic systems.
  • Digital Content Support: Support the creation and distribution of digital marketing content, including additions to the UK website and social media
  • Brand Management: Manage the design and brand image for all collateral and marketing assets, ensuring brochures, videos, and images are up-to-date, organised, and in line with brand identity
  • CRM Maintenance: Responsible for ensuring the customer database is maintained and accurate
  • Visit Coordination: Support the coordination of VIP visits to the UK headquarters or customer reference sites
  • Training Development: Work with product managers, clinical specialists, and customers to develop training and implementation materials
  • Activity Reporting: Monitor and report the results of marketing activities

4. Marketing Executive Functions

  • Campaign Management: Oversee and develop marketing campaigns.
  • Audience Research: Conducting research and analysing data to identify and define audiences.
  • Website Maintenance: Maintaining websites and looking at data analytics.
  • Social Media Management: Managing campaigns on social media.
  • Strategy Development: Develop and present marketing ideas and strategies.
  • Content Creation: Produce creative content, including videos and blog posts.
  • Budget Management: Oversee and manage the marketing budget.

5. Marketing Executive Accountabilities

  • Digital Support: Support the French Marketing Manager with all digital acquisition and engagement channels
  • Partner Management: Manage a direct relationship with trade marketing partners in 3rd party retailers to ensure all agreed-upon activities are executed
  • Social Media Management: Day-to-day management of Pure.Fr social channels - Instagram, Facebook, TikTok
  • In-store Marketing: Implement in-store marketing collateral, manage communication, and the briefing process between the market and the group
  • Influencer Management: Manage influencers and the creative content creation process
  • Content Coordination: Daily coordination of content generation across all marketing channels.
  • Ad-hoc Marketing: Take responsibility for ad-hoc marketing activities

6. Marketing Executive Job Summary

  • Paid Media Management: Understand, own, and manage all Paid Media activities in conjunction with the digital marketing agency and apply them in the business
  • PPC Marketing: Use the latest PPC techniques to effectively market the company's products to potential customers
  • Content Production: Produce content for the website and other digital platforms to help improve the overall digital presence
  • Campaign Management: Build and manage the UK nurture campaigns
  • ABM Execution: Create, manage, and execute account-based marketing programs in partnership with sales executives and the demand generation team
  • Growth Strategy: Develop and implement a growth strategy designed to build massive brand awareness throughout the EU (outreach, industry awards, thought-leadership interviews, etc.)
  • Internal Communication: Manage the internal communications for the European division (newsletter and events)

7. Marketing Executive Responsibilities

  • Brand Development: Mainly develop, execute, and evaluate brand-related activities as a part of a 360° omnichannel communication mix to grow PM CZ-SK volume and share of innovative portfolio across various platforms
  • Campaign Execution: Lead the execution of communication campaigns and commercial activities in line with internal "Marketing Code", local legislation, and company policies.
  • Agency Briefing: Brief and guide creative agencies on marketing campaigns to achieve excellence in execution and thus support the premium look and feel of products.
  • Cross-functional Cooperation: Closely cooperate with other departments to ensure smooth commercialization of marketing activities, such as new platform introductions, line extensions, limited editions, promotions, and special consumer activations.
  • Regional Alignment: Be in contact with regional and global colleagues from Marketing or Commercial to ensure proper alignment and support for market activities.

8. Marketing Executive Details

  • Campaign Execution: Execute new campaign/product launches with key partners and distributors
  • Brand Compliance: Be the guardian of the brand within APAC in ensuring that all partners and distributors adhere to brand guidelines
  • Trade Marketing Support: Support the planning and execution of trade marketing strategies to maximise brand visibility, especially during festive periods and new product launches for key cities
  • Asset Management: Manage requests for assets from key partners, independent resellers, and distributors
  • In-store Activation: Accountable for in-store animations, displays, and catalogues
  • Customer Outreach: Customer outreach through malls/partners' digital communications, including marketing collateral, DM - EDM, and social media
  • Best Practice Identification: Identify best practices and benchmarks to help shape guidelines and trade marketing strategy for the brand
  • Sales Alignment: Work closely with the Partner Management Team and external partners to align on sales objectives, new POS opening, etc., in line with the company's strategies to determine that suitable marketing activities are in place for local market support
  • Team Coordination: Perform activities with guidance from the Central team in Paris and report directly to the Marketing and Communications Manager, APAC

9. Marketing Executive Duties

  • Video Production: Creating and editing video content - event coverage, interviews, webinars, etc
  • Content Writing: Writing original articles, editorials, and press releases
  • Social Media Management: Managing the day-to-day running of social channels, working with the Head of Marketing to create exciting posts that stay on trend with the wider games industry
  • Community Management: Leading on all community communications platforms like Discord
  • Content Planning: Contributing to the social media calendars, ensuring they are always up-to-date, planning for larger content drops, and filling quieter periods with exciting projects
  • Graphic Design: Graphic design and light video editing using Adobe suite of tools such as Photoshop, Premiere Pro, etc
  • Content Research: Carrying out industry research to generate content ideas
  • Event Coverage: Attending and covering industry events

10. Marketing Executive Tasks

  • Marketing Support: Support the UK marketing team in delivering marketing initiatives
  • Stakeholder Coordination: Work with various internal teams and external stakeholders, including agencies
  • Online Marketing: Support in the delivery of online marketing, particularly new web content and email campaigns
  • Creative Implementation: Work with the design team/agencies, copywriting or copywriters, gaining compliance approvals and implementation via appropriate systems.
  • Issue Handling: Handle store/troubleshooting about marketing
  • Retail Collaboration: Work collaboratively with Retail Sales Managers and the Comms team to engage the front-line Travel Service Partners
  • Customer Research: Work to help better understand customer needs by helping with consumer research and feedback exercises

11. Marketing Executive Roles

  • Email Management: Daily management of the design, build, and send of effective customer-facing email communications as well as creating and proofreading content.
  • Performance Analysis: Analyse email performance, customer engagement levels, and conversion rates.
  • Lifecycle Campaigns: Manage trigger email campaigns throughout the customer lifecycle to maximise sales.
  • Compliance Assurance: Ensure all email campaigns comply with current email best practices in the industry
  • Stakeholder Collaboration: Work closely with the key stakeholders, in particular with the cataloguing team, to create campaigns to increase sales, drive acquisition, and retention.

12. Marketing Executive Additional Details

  • Strategy Contribution: Contribute to the delivery of the organisation's Sales and Marketing Strategy.
  • Campaign Generation: Generate a Marketing campaign from existing Market analysis.
  • Content Creation: Content creation for digital campaigns and traditional marketing.
  • Website and Social Management: Update and manage the Company websites and Social Media pages (YouTube, Twitter, Facebook, and LinkedIn)
  • Customer Follow-up: Follow up with customers after marketing campaigns
  • Campaign Management: Manage marketing campaigns and promotions from design, through manufacture/print, to distribution/completion (EDM, mailers, fliers, door drops, posters, displays, trade press, social media, etc.)
  • Performance Reporting: Report on campaign performance and all marketing activity with a focus on lead generation.
  • Media Coordination: Coordinate advertising, press releases, and editorial
  • CRM Coordination: Coordinate the Company’s Databases/Customer Management System
  • Collateral Management: Update and manage all the company's marketing collateral
  • Newsletter Publishing: Public customer newsletters (twice yearly)
  • Event Coordination: Plan and coordinate event management and corporate hospitality (on and off-site), including shows and exhibitions
  • Survey Management: Coordinate customer satisfaction surveys and manage feedback from the same
  • Training Participation: Participate in training and development programmes

13. Marketing Executive Essential Functions

  • Strategy Implementation: Develop and implement the Sales and Marketing strategies and get all required marketing collaterals and materials produced for the marketing campaign rollout.
  • Client Presentation: Arrange/prepare Presentation for the Client’s meeting.
  • Agreement Preparation: Work with other functional departments to prepare the legal agreements ready for execution.
  • Marketing Management: Manage overall marketing activities, including market research, marketing presentations, analysis of sales and marketing trends, and marketing campaigns.
  • Policy Compliance: Perform in compliance with the company’s policy and guidelines.
  • Product Launch Preparation: Prepare for new product launches and other product-related initiatives
  • Campaign Development: Develop communication campaigns and assets
  • Project Leadership: Lead assigned projects from brief to evaluation

14. Marketing Executive Role Purpose

  • Customer Analysis: In collaboration with account managers, execute customer analysis for individual or groups of customers using marketing tools.
  • Program Evaluation: Participate in evaluating and modifying promotion or advertising programs.
  • Material Production: Participate in producing informational material for the sales force and communications media to reach the maximum number of customers and prospects.
  • Marketing Support: Help plan, create, and produce marketing, advertising, and sales promotion materials for small-to-medium projects to implement marketing strategies and sales objectives.
  • Issue Resolution: Independently solve moderately complex issues with minimal supervision, while escalating more complex issues to appropriate staff.
  • Project Participation: Participate in other cross-functional portfolio-related projects driven by various stakeholders
  • Team Interaction: Regularly interact with key central teams (Global Brand Teams, Operations, EU Portfolio, etc.) to secure all needed product and communication support
  • Budget Management: Responsible for the project budgeting

15. Marketing Executive General Responsibilities

  • Product Responsibility: Take responsibility for the area of innovative new smoke-free products.
  • Campaign Execution: Lead the execution of communication campaigns and commercial activities, and continuously analyze their contribution to business performance.
  • Product Launch: Lead or oversee all procedures necessary to bring new products to the local market.
  • Cross-team Alignment: Be in daily contact with regional and global colleagues from Marketing, Commercial, or Production to ensure proper alignment and support for market activities.
  • Brand Activity Execution: Develop, execute, and evaluate brand-related activities to grow volume and share of the market within approved budgets and in line with internal "Marketing Code", local legislation, and company policies.
  • Agency Briefing: Brief and guide creative agencies on specific projects to achieve excellence in execution.
  • Department Collaboration: Closely cooperate with other departments to ensure smooth commercialization of marketing activities, such as new platform introductions, line extensions, limited editions, and special consumer activations.

16. Marketing Executive Key Accountabilities

  • Market Research: Conduct market research and competitor analysis to support growth strategies
  • Tactic Management: Manage calendar/timeline of integrated multi-channel tactics, including conferences, client events, awards, social media, thought leadership, and editorial activities, including budgetary requirements and KPI reporting
  • Social Media Scheduling: Schedule, write, and track social media content on the most appropriate handles to support both strategic initiatives and ad hoc requests
  • Event Coordination: Help coordinate events, both in-person and virtual, overseeing invites, booking, invoices, collateral requirements, and attendee briefings
  • Content Writing: Source and write various forms of targeted content, including award entries, case studies, blogs, client presentations, and emails aligned to brand messaging, which support campaigns
  • Progress Reporting: Prepare monthly progress reports for leadership teams on both business-as-usual and strategic activities, sourcing analytics to demonstrate return on investment

17. Marketing Executive Roles and Details

  • Engagement Planning: Support the definition and own deployment of customer engagement and marketing plans to enable market awareness of PMIRL’s business venture and pipeline creation on target companies.
  • Campaign Performance: Measure and report performance of all marketing campaigns and assess against goals (ROI and KPIs).
  • Lead Generation: Implement and develop targeted lead generation programs to generate marketing-qualified leads through frequent customer contact and prospecting (i.e., data mining and net new lead generation through ZoomInfo, LinkedIn, etc.).
  • Performance Optimization: Monitor performance, evaluate effectiveness, quantify ROI, and optimize for future projects.
  • Material Management: Manage the planning, organization, and execution of marketing materials, brochures, and web content, in support of PMIRL services, including sourcing, evaluating, and managing external marketing vendors that will assist in fulfilling marketing goals.
  • Digital Marketing: Develop, implement, track, and optimize digital marketing campaigns, including web, SEO/SEM, email, social media, and advertising based on in-depth analysis of data, insights, and customer behavior.
  • Product Knowledge: Maintain a working knowledge of all company product lines, with more in-depth knowledge of the business segment that is being supported.
  • Event Execution: Responsible for the planning and execution of corporate trade shows and events that PMIRL will participate in.
  • Trade Show Evaluation: Monitor performance, evaluate effectiveness, quantify ROI, and optimize for future trade show participation.
  • ABM Campaigns: Collaborate with the sales team to develop account-based marketing campaigns.
  • Sales Collaboration: Work and maintain a cooperative relationship with the sales team to optimize the conversion to sales-qualified leads when outside of the scope, domain, or function.

18. Marketing Executive Responsibilities and Key Tasks

  • Inquiry Management: Plan, organise and prioritise on behalf of the I&I Business Unit, answering and composing written responses to routine enquiries, to ensure that all enquiries to the department are appropriately handled and followed up promptly, e.g., standard response template for sponsorship requests.
  • Budget Tracking: Work with the team to raise purchase orders/EPAYs and work with the relevant Brand Manager to maintain accurate recording of Direct Marketing Expenditure (DME) budget during each financial year.
  • Event Planning: Plan and organise National Physician Educational Meetings in agreement with the relevant Brand Manager/Sales Manager.
  • Policy Compliance: Take ownership and responsibility for ensuring that the FCPA and T&E Policy is adhered to at all times.
  • Congress Coordination: Plan and organise International Congress Meetings as briefed by the relevant Brand Manager/Sales Manager.
  • FCPA Adherence: Take ownership and responsibility for ensuring that the FCPA Policy is adhered to.
  • Meeting Tracking: Develop and maintain a National and International Meetings spreadsheet (this should be kept up to date).
  • Document Filing: Ensure the maintenance of effective filing systems for general administrative and marketing department documents, and ensure that files are securely stored and can be easily accessed and retrieved.
  • Work Planning: Plan, organise and prioritise own work on a daily, weekly, and monthly basis to meet deadlines set by others within the team or department.
  • Team Communication: Maintain effective communication with other members of the team and with other internal departments/external agencies to support the effective coordination of the department’s activities and services.
  • Stock Coordination: Maintain stock control system and coordinate sample dispatch with the warehouse manager on instructions of the Marketing and sales departments.
  • Material Support: Assist Marketing and Brand managers in design, production, and dispatch of marketing materials - mailers, sales aids, advertising.
  • Code Alignment: Align to IPHA Code of Marketing Practice.
  • Query Handling: Deal with a range of routine enquiries appropriately by providing advice/guidance (within defined departmental guidelines) and refer non-routine issues to a manager, to ensure timely and effective resolution of customer queries.

19. Marketing Delivery Executive Duties and Roles

  • Tool Management: Own, optimise, and innovate Retention and Product Marketing tools.
  • Needs Analysis: Proactively identify business and customer needs, work with cross-functional teams to determine the business value, and oversee product delivery within the business context.
  • Competitive Research: Compile competitor and gap analyses and review best practices to stay relevant and ahead of the curve.
  • Product Development: Work with key internal stakeholders to develop compelling, effective Products to support the marketing strategy, increase operational efficiency, and engage with target audiences.
  • Product Understanding: Develop an advanced understanding of the Products and any dependencies from an operational and technical implementation perspective.
  • Project Delivery: Manage the delivery of projects end-to-end - establish business requirements and technical dependencies, organise sessions with product owners, end users, and other stakeholders to create and implement action plans and timelines.
  • Stakeholder Engagement: Build positive and productive partnerships with stakeholders to facilitate the communication and collaboration between Business and Technical teams.
  • Documentation: Compile clear, accurate, and up-to-date documentation of Product capabilities for the operational teams and stakeholders.
  • Roadmap Monitoring: Monitor the Product roadmap and ensure items contain clear requirements, accurate business value, and are up to date, to ensure proper prioritisation.
  • Product Testing: Test products and features, from both a functional and a non-functional point of view (security, performance, availability, scalability), and ensure any bugs are fixed on time.
  • Issue Escalation: Act as a point of escalation for technical issues related to Retention and Product Marketing tools and work towards their timely resolution with relevant stakeholders.

20. Marketing Executive Roles and Responsibilities

  • Research Activities: Carry out customer, market, and competitor research activities to support the development of strategic and tactical marketing plans, providing effective summaries and insight to help the business understand the implications of findings
  • Marketing Planning: Support the development and implementation of the overall Marketing plan, identifying trends, challenges, and opportunities for allocated products and services
  • Product Marketing: Work with the internal teams to develop marketing plans for specific products and services, deliver marketing expertise to meet the requirements of those plans, including product launches, sales promotions, and campaigns, ensuring a strong focus on digital marketing throughout
  • Customer Advocacy: Collaborate internally and work as the customer champion in cross-functional teams, ensuring the voice of the customer is considered throughout the marketing cycle
  • Campaign Coordination: Confidently work with third-party agencies to coordinate campaigns, including photoshoots, create high-impact imagery and video for use in various advertisements and promotions
  • Event Support: Coordinate and support events, and attend relevant business sector events
  • Customer Communication: Develop and deliver customer communications, including PR, advertising, and social media content

21. Marketing Executive Overview

  • Campaign Management: Work closely with the Senior Marketing Manager on the creation, implementation, and management of multi-channel marketing
  • Lead Generation: Work closely with the sales team on lead generation
  • Digital Updates: Continuously update the company website and social media
  • Content and Branding: Responsible for the marketing, branding, and content creation
  • Internal Communication: Responsible for creating and delivering an internal communications strategy

22. Content Marketing Executive Responsibilities

  • Email Campaigns: Design, write, and implement direct email marketing campaigns in line with the customer acquisition plan (data segmentation and targeting)
  • Ad Management: Manage third-party campaigns through the ad agency and upload advertising assets to the website
  • Campaign Analysis: Analyse campaign performance, report back on revenue generation from e-campaigns, and suggest improvements
  • Content Proofing: Proofread emails/content for clarity, grammar, and spelling
  • Audience Targeting: Identify target audiences to grow the email list
  • Compliance Monitoring: Ensure emails follow industry policies and best practices and are GDPR compliant
  • Data Coordination: Work with the IT and Database Manager to ensure all appropriate data is captured within the core business system for data analysis and segmentation
  • Brand Management: Own the brand across channels to ensure it accurately reflects products and services and maintains a consistent look and feel, which is compliant with the brand guidelines
  • Content Development: Proactively work with heads of department and staff members to regularly review, create, and improve content to promote products and services, drive engagement, and increase online sales
  • Design Oversight: Manage all design elements, providing suggestions for improvement
  • Asset Design: Design and layout corporate literature and website assets

23. Marketing Executive Details

  • Strategy Development: Develop a marketing strategy jointly with the Senior Product Manager/Product Manager for the assigned product and explore different channels to reach target Health Care Providers and healthcare consumers
  • Data Analysis: Analyze data and reports to provide insights and strategic recommendations to the franchise
  • Sales Training: Provide training to the sales team and integrate the marketing project into their daily sales call activities
  • KOL Engagement: Assist Senior Product Manager/Product Manager to handle marketing activities and build rapport with Key Opinion Leaders
  • Project Leadership: Act as project leader of marketing programs of the respective department/products
  • Program Implementation: Work closely with the sales force to implement and track the progress of marketing programs
  • Program Evaluation: Evaluate and make recommendations on the implementation of similar programs in the future
  • Stakeholder Coordination: Work closely with all stakeholders, including Senior Product Manager/Product Manager, sales team, and vendors
  • Budget Monitoring: Continuously monitor the allocation of budget and resources to different promotional activities of respective products
  • Resource Prioritization: Prioritize promotional activities and the effective use of resources

24. Content Marketing Executive Accountabilities

  • Campaign Execution: Responsible for briefing and executing 360 marketing campaigns to position ITV as a modern, relevant destination for viewers today and tomorrow
  • Media Management: Manage campaigns from beginning to end across a broad media mix, including TV, social, and digital
  • Agency Collaboration: Develop strong relationships with ITV Creative (and external creative agencies), media, publicity, research, and online to build a collaborative and ambitious culture, producing bold creative campaigns which maximise cut through and buzz around the ITV brand and content
  • Creative Alignment: Work closely with Creative and Media teams to ensure the marketing output reflects and represents a modern and diverse Britain
  • Stakeholder Engagement: Build strong upstream relationships with genre commissioners, production, and commercial teams to deliver campaigns and represent marketing
  • Post-campaign Analysis: Oversee and deliver post-campaign analysis and sharing of best practices against campaigns
  • Market Monitoring: Monitor and analyse market, brand, and competitor performance/activity, and proactively recommend improvements to activity

25. EMEA Marketing Executive Details

  • Data Coordination: Collate information and supply relevant data to mailing house, regional marketers, and UK/ZA sales teams
  • Newsletter Management: Project manage monthly email newsletter (plus ad hoc direct mail)
  • Email Deployment: Plan, create, build, manage the translation and proofing process, and launch via the Dot Digital platform
  • Product Collaboration: Collaborate with the Product Management team to establish the most appropriate products, industries, or categories to feature in customer emails
  • Translation Management: Project manage translation of marketing assets for EMEA markets, liaising with translation agency and regional marketing colleagues, ensuring deadlines are met
  • Performance Review: Review email newsletter performance monthly and make recommendations
  • Project Support: Support Email Marketing Executive and global Email Campaign Manager on projects including collating product imagery and product data, and in the localisation of emails
  • Purchase Requisition: Raise Purchase Requisitions for Lingo24 and other suppliers
  • Stationery Management: Manage the ordering of business cards and compliment slips
  • Banner Briefing: Brief Demand Base banners into Digital and Graphic Designer using appropriate form, including sizes, images, theme, text, and deadline
  • Agency Liaison: Liaise with NMQ digital agency to obtain URLs for emails and request website changes
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