The Role of a Marketing Director

A Marketing Director’s duties

Market insights and actionable strategies provided by a marketing director can be instrumental in driving a firm forward.

The role of a marketing director, or CMO (chief marketing officer), is rapidly evolving and diverse. For ambitious firms looking to grow, having an experienced marketing director takes on a new level of significance. By balancing marketing know-how with an ability to quickly understand a company and its environment, a marketing director can position the firm to grow swiftly.

Many firms outsource different aspects of marketing to specialists; and this makes sense in many circumstances. However, it must be guided by a marketing strategy, embraced at board level. The tools supplied by outsourcing firms are exactly that, tools. Their effectiveness is maximised by an overarching strategy which is actioned by a marketing director.

Having a fully effective internal marketing department, headed by a marketing director is a significant expense for a firm, particularly if it is at an early stage of its development. In recognition of this, it is important to highlight that there are alternatives, such as the ‘Marketing Director on Demand’ service.

Marketing Director on Demand

The ‘Marketing Director on Demand’ service from MSP Reach for example, provides companies with the benefit of an experienced CMO, without the same initial investment. This service negates the need for a full-time director but retains the required expertise on a semi-regular or ad hoc basis.

With this option, the benefits of a marketing director are more readily available to a range of companies. To bolster a company’s understanding of the importance of this role in practice, the key roles of a marketing director will be explored here.

Championing the brand

All businesses have a brand. This is even true for businesses with no marketing team, who may not openly discuss how their brand is perceived. It is not a difference between businesses with brands and without brands – but a difference between businesses who actively manage their brands, and those that do not.

Faced with this decision, it is logical for businesses to be active and strategic in how they manage their brand. This requires planning to ensure the desired identity is properly reflected by the marketing and external communications.

The term ‘brand champion’ is used in the marketing world, referring to an individual who will push the brand forward. This person will have a clear vision of the brand and will have the contacts and ability to implement the vision cross-departmentally, as well as selling the vision to junior and senior members of staff.

A marketing director is in pole position to be an excellent brand champion, ensuring the brand is not neglected and that the company reaps the full reward of having a clear and distinctive brand.

Advising the board

There are many ingredients for a board to become truly effective. One element is diversity of thought. The practical marketing insights that a CMO can bring to the table are often ideas the board have not considered. This input can be the difference between seizing a business opportunity and allowing one to pass by.

For a marketing director to come in at this level and make a difference, requires someone with extensive know-how. An effective CMO will have a working knowledge of how boards operate and understands the priorities of the business. For an ambitious business, bringing in an individual who has experience at the top level of marketing will serve as a guide through a competitive market.

Directing the marketing team

Tools to execute marketing strategies are evolving. In the past two decades alone, the growth of social media channels has significantly impacted the marketing environment. It is foreseeable that Artificial Intelligence (AI) will have a similar effect. Spotting these changes in the market and developing a strategy to navigate the new landscape is the responsibility of the CMO. They in turn, will direct the marketing department to prepare the business ahead of time.

A marketing director will also bring a sense of purpose, urgency, and clarity to a marketing team. The team will execute, and contribute ideas to the marketing strategy, but must be guided by a director with an understanding of the business context under which the firm operates. Having someone who has excelled in their respective area of work may also serve as a motivator and role model for the younger marketing team.

Contact us

For a no obligation discussion on how MSP Reach’s Marketing Director on Demand service can benefit your firm, contact us today.