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Marketing Communications Specialist Duties and Responsibilities
No two marketing communications specialists are exactly alike, as specific duties vary from employer to employer. However, after analyzing online job postings, we identified several core responsibilities common to the job:
Create Marketing Materials Marketing communications specialists create all the marketing materials that are distributed to customers, including newsletters, emails, and brochures. They may also work with design teams to create other materials such as videos and white papers.
Distribute Marketing Materials Once marketing materials are creating for specific marketing campaigns, marketing communications specialists are responsible for distributing them through the appropriate channels. They research both online and offline channels to learn how to best distribute marketing materials for maximum exposure.
Track Marketing Campaign Performance After marketing campaigns are successfully underway, marketing communications specialists track their performance. They track metrics such as customer engagement and conversion rates to identify ways they can improve during future marketing campaigns.
Report on Marketing Campaign Performance Marketing communications specialists are responsible for reporting on campaign performance. They analyze data and create presentations on that analysis to deliver to upper management.
Plan Interviews and Press Conferences Marketing communications specialists may also be responsible for setting up interviews and press conferences as part of a marketing campaign. This involves contacting media outlets or industry experts.
Marketing Communications Specialist Skills and QualificationsMarketing communications specialists are creative and skilled communicators. They enjoy finding the best way to present information to customers in a clear manner. Employers typically look for candidates who have at least two years of experience in a marketing position. Successful candidates also possess these skills and qualifications:
- Marketing knowledge - successful marketing communications specialists possess knowledge of marketing trends and strategies. They can also apply that knowledge to practical skills
- Creativity - marketing communications specialists are highly creative. They know how to take seemingly uninteresting concepts and translate them into campaigns that drive customer engagement and conversion
- Writing skills - marketing communications specialists are skilled writers, and they can present marketing ideas in a clear manner that even the least knowledgeable customers can understand. They often use their writing skills to translate complicated technical jargon into customer-facing materials
- Presentation skills - since marketing communications specialists report campaign performance to upper management, they need to be skilled presenters
- Communication skills - marketing communications specialists are excellent communicators. They work with a variety of teams within a company to create comprehensive marketing strategies and campaigns and also often communicate with clients
Marketing Communications Specialist Education and TrainingMarketing communications specialists should have at least a bachelor's degree in marketing, communications, or a related field. More advanced degrees typically offer better opportunities for growth and pay. Marketing communications specialists typically receive training once they are hired. This training provides an opportunity to learn more about the company's current marketing campaigns and the strategies that are being built by the marketing team.
Marketing Communications Specialist Salary and OutlookAccording to the Bureau of Labor Statistics (BLS), marketing communications specialists - as listed under the market research analyst and marketing specialists category - make a median annual wage of around $63,000. Marketing communications specialists in the lowest 10 percent make a median annual wage of around $34,000 or less, while those in the highest 10 percent make a median annual wage of around $120,000 or more. Employees in this role often receive a comprehensive benefits package from their employer, including paid time off and health benefits. They usually also receive performance-based bonuses and incentives. The BLS expects job growth of 23 percent over the course of the next 10 years. This growth is much faster than average and can be explained by an increasing need for creative and engaging marketing campaigns in all industries.
Read through these helpful resources to learn more about the responsibilities and life of a marketing communications specialist:
Social Media Marketing Podcast - this podcast has been around since 2012 and boasts a four-star rating on iTunes from 677 reviewers. A new episode is released once a week, and each episode covers a different marketing topic, ranging from personal branding to webinars
MarketingProfs - this website is dedicated to everything marketing. Here you can find a huge amount of marketing information ranging from blogs and podcasts to newsletters. You can also receive training and find marketing events
Everybody Writes: Your Go-To Guide for Creating Ridiculously Good Content - this book is based around a simple concept: everyone is a writer in a content-driven world. It serves as a guide to "attracting and retaining customers" through your written marketing content
Content That Converts: How to Build a Profitable and Predictable B2B Content Marketing Strategy - this book teaches you everything about creating creative content that converts customers to purchasing your product or service. It covers topics like how to hone conversion potential, how to develop a recurring content system, and how to effectively distribute content
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