Marketing

Marketing roles focus on building and managing digital content, advertising, social media promotions, and other external communications. They are responsible for adapting marketing messages, creating targeted content and designing campaigns with the goal of demand generation, brand positioning and engaging and educating potential customers.

Specialization	Job Description
Advertising	Creates marketing communications that persuades an audience to buy a product or service. Sets goals and a timeline for carrying out an advertising campaign, supervises creative staff (e.g., Graphic Designers and Content Writers), collects data on customer reach, and evaluates the success of different marketing methods.
Communications/Public Relations	Responsible for internal and external communications for a company, ensuring its message is consistent and engaging. Creates and promotes the corporate identity and mission to customers, the public, and employees through the creation and distribution of news releases and other documents.
Creative Marketing	Responsible for the design and production of marketing materials meant for the internet, social media, TV and other audio/visual mediums. Establishes and implements the design and format processes and standards in producing high quality and consistent results. Develops and manages budgets for marketing campaigns. Reviews advertising materials.
Demand Generation	Develops and executes short- and long-term multi-channel campaigns to drive leads and the sales pipeline. Generally accomplished via events, email, targeted social advertising, and cooperative marketing with partners.
Digital Marketing	Plans and executes all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns. Designs, builds and maintains the organization's social media presence. Measures and reports performance of all digital marketing campaigns, and assess against goals.
Events	Responsible for the organization's events strategy. May include participation in trade shows, attendance at local events, or planning and hosting the company's events. Works with marketing leadership to determine key events, handle attendance from start-to-finish (registration, attendance, etc.), and prove return on investment (ROI).
Marketing Operations	Responsible for the optimization and governance of marketing processes at a company. Defines and tracks goals and bdugets. Develops reports on marketing insights and maintains communications across the marketing function.
Product Marketing	Promotes products and their features to an organization’s target audience. Duties include studying the company’s products, locating key features that will attract customers and creating marketing campaigns for products. May collaborate in the development of new products. Composes, develops, evaluates, and conducts training on marketing activities, strategies, and policies.
Production	Writes, develops, edits, and publishes content and copy for a variety of digital platforms, including websites, blogs, videos, email marketing campaigns, advertising campaigns, social media posts, infographics, whitepapers, etc. Duties include creating designs for new projects, preparing reports, and estimating cost.
Social Media/Community Management	Oversees a company’s interactions with the public in order to enhance company social media presences. Acts as the liaison between an organization and its audience. Includes interacting with customers, promoting brand-focused interactive and engaging content, and expanding opportunities for revenue. Plans digital campaigns to build community online.

List of job areas and specializations in Total Compensation

List of job areas and specializations in Total Compensation