Task 5: Job Roles (U24: P4, M2, D2)
P4 (U24): Explain the behaviours and attributes required for a specific job role
The Marketing Director's role
A marketing director develops the brand of companies, the brand's marketing strategies and develops long term strategies for the company's growth.
A marketing director is one of the top roles in any advertising firm; they report primarily to the client, and will have a large team working under them, from graphic designers to copywriters to office assistants.
A marketing director will oversee a project from its inception to completion, and will be therefore be involved in the planning stages of a campaign, the execution of it, and the final evaluation.
Personal Attributes
An ideal marketing director would be able to successfully motivate his/her employees to do specific tasks the right way and to therefore not hinder the progress of the company's marketability. The marketing director would also be able to successfully discipline employees who have not been doing their jobs and should therefore find a perfect balance of being strict but fair.
In terms of personality, a marketing director would need to be quite outgoing, because they are the face of the advertising firm. They would need to be extrovert, capable of delivering briefings to members of their team. It would be important for them to be able to motivate team members so that all deadlines can be met to the highest standards possible.
Professional Attributes
The ideal marketing director would be able to present clients with ideas in a polite manner as to not go against their wishes for the original brief. Said marketing director would be able to creative and innovative and drive their company in a new direction resulting in growth and impact on said company.
Marketing directors should lead by example. Depending on the advertising firm, this could range from dressing appropriately to punctuality. For example, in day-to-day office life, the marketing director should be one of the first people on site, and one of the last to leave. They should be prepared to work long hours in order to achieve objectives and meet deadlines.
In terms of dress, most media companies adopt a casual policy, but this must still be appropriate. On the other hand, when meeting clients or networking, it might be more appropriate to wear business attire, depending on the nature of the meetings.
They should be polite with members of their team and clients they meet, but firm when necessary.
M2 (U24): Explain how personal attributes affect career development opportunities within the media industry
When hiring a new marketing director, a company would most likely want to see previous experience of leading a team, preferably in a similar field, as well as proof that the candidate would have had impacted a company in a positive way.
The ideal candidate that companies are looking to hire can act as a mentor to their team as well as show good judgement when hiring new employees and can also successfully know what to look for in a person when hiring them to their team. With a team member displaying these personal attributes, a company would be more likely to promote said team member to become a marketing director rather than hire from outside. Team members would most likely be incentivised by the promotion because of the large £80,000-£110,000 salary as well as the added responsibility within the company.
In most media sectors, having a full CV is absolutely critical in landing a job. Nowadays, media professionals would be expected to have worked for a number of different firms or production companies, rather than working their up in only one company (this differs from job progression thirty or forty years ago, when most progression would have been 'in house'). Having variety in a CV is therefore hugely important in securing top job roles, especially if you wish to move from one company to the next.
The ad below was taken from The Guardian jobs website in November 2019, and gives an indication of the type of behaviours and attributes required of a marketing director
The marketing director's responsibilities would include:
Ensure that the marketing strategies used are successful and would result in the brand's development and innovation
Have marketing strategies that weren't used by his predecessors that would cater to the priorities of the company
Would ensure that the key statistics would reflect how well the brand has been doing due to the new marketing strategies
Make sure that the company's brand would have long term growth because of their marketing strategy
Ensure that stakeholders are satisfied with the direction they are bringing the marketing of the brand
The marketing director's skills/experience would include:
Previous experience leading a marketing team with proof of growth and impact in a sector similar to the one they are moving to
Experience in leading brands with campaigns in multiple countries
Strong influence over their team with a collaborative approach to tasks
Previous experience developing and making marketing standards
Should be creative and innovative
Be an excellent team leader
The salary for this role is very high £110,000, so the candidate for a role like this would need to be highly qualified and highly experienced in order to land the role. Therefore, a full CV would be vital, and they should be able to satisfy all of the requirements of the ad. It is likely that a marketing director would have to have been involved in the industry for quite a number of years.
The ad below was taken from Indeed, also in November 2019:
When hiring a new marketing director, a company would most likely want to see previous experience of leading a team, preferably in a similar field, as well as proof that the candidate would have had impacted a company in a positive way.
The ideal candidate that companies are looking to hire can act as a mentor to their team as well as show good judgement when hiring new employees and can also successfully know what to look for in a person when hiring them to their team. With a team member displaying these personal attributes, a company would be more likely to promote said team member to become a marketing director rather than hire from outside. Team members would most likely be incentivised by the promotion because of the large £80,000-£110,000 salary as well as the added responsibility within the company.
In most media sectors, having a full CV is absolutely critical in landing a job. Nowadays, media professionals would be expected to have worked for a number of different firms or production companies, rather than working their up in only one company (this differs from job progression thirty or forty years ago, when most progression would have been 'in house'). Having variety in a CV is therefore hugely important in securing top job roles, especially if you wish to move from one company to the next.
The ad below was taken from The Guardian jobs website in November 2019, and gives an indication of the type of behaviours and attributes required of a marketing director
Ensure that the marketing strategies used are successful and would result in the brand's development and innovation
Have marketing strategies that weren't used by his predecessors that would cater to the priorities of the company
Would ensure that the key statistics would reflect how well the brand has been doing due to the new marketing strategies
Make sure that the company's brand would have long term growth because of their marketing strategy
Ensure that stakeholders are satisfied with the direction they are bringing the marketing of the brand
The marketing director's skills/experience would include:
Previous experience leading a marketing team with proof of growth and impact in a sector similar to the one they are moving to
Experience in leading brands with campaigns in multiple countries
Strong influence over their team with a collaborative approach to tasks
Previous experience developing and making marketing standards
Should be creative and innovative
Be an excellent team leader
The salary for this role is very high £110,000, so the candidate for a role like this would need to be highly qualified and highly experienced in order to land the role. Therefore, a full CV would be vital, and they should be able to satisfy all of the requirements of the ad. It is likely that a marketing director would have to have been involved in the industry for quite a number of years.
The ad below was taken from Indeed, also in November 2019:
Responsibilities would include:
Hiring and developing a brand team
Prioritising certain jobs whilst ensuring that they still come out with a quality result
Ensure that Babylon is pioneering visual design innovation
Setting high standards of production values
Take responsibility of finances implemented
D2: Explain The Importance of Etiquette When Working on a Media Production
When working on a media production, people with higher up roles may act differently due to the stress of so many things happening at once with a compact schedule and a near deadline. This could cause them to act irrationally towards other people on set including subordinates or even superiors. This could result in staff who may have felt like they have been mis treated to quit and leave the set or even threaten to never work with the person again. Any of this could happen either during the pre production, production or post production stages of the media production.
Marketing directors would most likely report to their clients when doing their job as they have given them an outlined brief of what they would want the marketing directors to produce. Therefore, when presenting ideas that go against the client's brief but would, in the marketing director's opinion, increase the level of the marketing campaign, they should be careful as to not upset the client and cause him/her to consult another advertising company. The marketing director would most likely want to inform the client about the benefit(s) his/her new idea for the marketing campaign would bring to the table and explaining why there would be benefits, instead of plainly saying that they are going to do this idea without the need of the client's permission. If the client decides to consult another advertising company, not only does it result in a loss of business for the company that the advertising director work for, but it would also mean that another company would be associated with a successful advertising campaign instead of theirs.
A marketing director would most likely create a network for themselves by engaging with other people in the industry that may have similar roles at parties, on social media and by doing repeat business with them. Networks would allow marketing directors to have access to people and their companies that their competitors would have a harder time accessing because of the personal relationships that the marketing director can make with them them that their competitors cannot. Therefore, by having proper etiquette when meeting with other people in the advertising industry, the marketing director can ultimately prove to be an asset to him/herself and to the advertising company.
Marketing directors would tend to be in charge of a team consisting of graphic designers, copywriters design assistants and marketing assistants as well as other personnel. When trying to motivate their team, marketing directors would tend to present them with a reward of some sort for completing a task in order to incentivise them to do said task (the reward preferably being in equality to the task being done). On the flip side, when an employee hasn't done a task at hand, the marketing director would most likely use a sort of punishment to ensure that the employee would continue on with their task (the punishment fitting the crime) therefore there should be as much of a presence of the marketing director being firm but fair as possible.
To conclude, when leading their team, the marketing director would need a sense of humility in order to understand where their team is coming from and would need to be prepared to listen and to get rid of people who are underperforming.
When working on a media production, people with higher up roles may act differently due to the stress of so many things happening at once with a compact schedule and a near deadline. This could cause them to act irrationally towards other people on set including subordinates or even superiors. This could result in staff who may have felt like they have been mis treated to quit and leave the set or even threaten to never work with the person again. Any of this could happen either during the pre production, production or post production stages of the media production.
Marketing directors would most likely report to their clients when doing their job as they have given them an outlined brief of what they would want the marketing directors to produce. Therefore, when presenting ideas that go against the client's brief but would, in the marketing director's opinion, increase the level of the marketing campaign, they should be careful as to not upset the client and cause him/her to consult another advertising company. The marketing director would most likely want to inform the client about the benefit(s) his/her new idea for the marketing campaign would bring to the table and explaining why there would be benefits, instead of plainly saying that they are going to do this idea without the need of the client's permission. If the client decides to consult another advertising company, not only does it result in a loss of business for the company that the advertising director work for, but it would also mean that another company would be associated with a successful advertising campaign instead of theirs.
A marketing director would most likely create a network for themselves by engaging with other people in the industry that may have similar roles at parties, on social media and by doing repeat business with them. Networks would allow marketing directors to have access to people and their companies that their competitors would have a harder time accessing because of the personal relationships that the marketing director can make with them them that their competitors cannot. Therefore, by having proper etiquette when meeting with other people in the advertising industry, the marketing director can ultimately prove to be an asset to him/herself and to the advertising company.
Marketing directors would tend to be in charge of a team consisting of graphic designers, copywriters design assistants and marketing assistants as well as other personnel. When trying to motivate their team, marketing directors would tend to present them with a reward of some sort for completing a task in order to incentivise them to do said task (the reward preferably being in equality to the task being done). On the flip side, when an employee hasn't done a task at hand, the marketing director would most likely use a sort of punishment to ensure that the employee would continue on with their task (the punishment fitting the crime) therefore there should be as much of a presence of the marketing director being firm but fair as possible.
To conclude, when leading their team, the marketing director would need a sense of humility in order to understand where their team is coming from and would need to be prepared to listen and to get rid of people who are underperforming.
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