Elements of marketing exist in most businesses and across all sectors. Employees help clients to connect with their audiences, promoting brands, products and sending messages using a range of techniques. The Marketing industry covers fields such as:

Management, Analytics, Product Design, Social Media Management, Advertising and many more.

What Qualifications are needed for the Marketing Industry?

Institute Membership: CIM- The Chartered Institute of Marketing

The CIM supports, presents and develops marketers, teams, leaders and the profession. Whether you’re starting out or you’ve worked in the industry for over twenty years, the Chartered Institute of Marketing helps support and inspire you at every stage of your Marketing career. This membership is created to help you progress your marketing capabilities. Achieving Chartered Marketer Status recognises your experience, knowledge and commitment to your career and the Marketing profession. It is the highest certificate you can be awarded.

Other Qualifications:

Level 2: GCSE (5 C-A*)

Level 3-4: A-Level, BTEC, Diploma, Foundation Degree

Level 5-6: University Degree, High Level Apprenticeship, HND

Level 7: Master’s Degree

Marketing Executive

Marketing Executives contribute and develop integrated marketing campaigns to promote a product, service or idea. It’s a varied role that includes:

  • planning
  • advertising
  • public relations
  • event organisation
  • product development
  • distribution
  • sponsorship
  • research.

Many organisations have marketing departments, meaning that you can work in both the private and public sector in areas ranging from finance, retail and media to voluntary and charitable organisations. The exact nature of your role will vary depending on the size of the organisation and sector and whether the focus is on selling a product or service, or on raising awareness of an issue that affects the public.

Marketing executives may also be known as marketing officers or coordinators.

A day in the life of a Marketing Executive

The day-to-day responsibilities of a Marketing Executive are to:

  • Create awareness of and develop the brand your marketing
  • Communicate with target audiences and build and develop customer relationships
  • Help with marketing plans. Advertising, direct marketing and campaigns
  • Support the marketing manager in delivering agreed activities
  • Work closely with in-house or external creative agencies to design marketing materials such as brochures and adverts
  • Write and proofread marketing copy for both online and print campaigns
  • Produce creative content
  • Organise and attend events such as conferences, seminars, receptions and exhibitions
  • Liaise with designers and printers and organise photo shoots
  • Maintain and update customer databases
  • Conduct market research
  • Develop relationships with key stakeholders.


Marketing assistants start on salaries of around £18,000 to £22,000. As a marketing executive, you can expect to earn in the region of £20,000 to £30,000. Senior marketing executives (with around five years’ experience) can earn between £30,000 and £45,000, with marketing managers earning up to £60,000. Marketing directors can earn from £60,000 to more than £80,000.

Salaries depend on a range of factors including your location and the sector you work and the area of marketing you’re in.

Career Prospects

There’s a career structure within marketing and you can expect to progress from marketing executive to senior marketing executive once you’ve gained relevant experience and skills.

Taking relevant professional qualifications can help your career prospects and is becoming essential for senior marketing roles. After three to ten years you can expect a promotion to marketing manager, with a move to marketing director after 10 to 15 years. Gaining chartered status with the CIM can help provide evidence of your skills and experience.

To increase your experience, you could move between in-house departments or work in a marketing agency or consultancy for several different clients. You might also want to move companies or sectors to progress your career more quickly.

You can choose to remain in a general marketing role or specialise in a specific area of marketing, such as:

  • event management
  • direct marketing
  • online marketing
  • marketing communications
  • public relations.

There are also opportunities to become a freelance marketing consultant.

Some marketing executives choose to move into other related roles such as sales, advertising or public relations.