A director of marketing is responsible for overseeing the running of his or her department. He or she must ensure that clients' marketing projects are completed both profitably and satisfactorily for the company and the client. Marketing directors work with target market information for client products and services daily because a key task of this position is to strategize as well as implement marketing campaigns.
Marketing campaigns and client projects vary depending on the company, but they usually involve setting price points before promoting the product. A director of marketing analyzes information about which consumers are most likely to want or need a client's product, then prepares a workable campaign plan directed at this target audience or market segment. The target market for each client product may be close in age, income level or share other characteristics; in this way, a selling price can be established to meet this segment's needs. The director's campaign plan often includes creating awareness of the product as well as innovating a sales promotion strategy for getting the target market to take action and make a purchase.
Delegating work to staff is a regular responsibility for most directors of marketing. Managers typically report to them, especially those in the sales department. A director of marketing usually checks sales figures regularly to see how well products are selling. It's also usually the director's job to monitor sales in order to try to increase them by developing new marketing plans and promotions. In some companies, a director of sales and marketing is one job. In others, the position may focus strictly on product marketing and work separately from a sales director.
Marketing directors usually spend their workdays in an office environment. They either work within a company or corporation on the client side or in a marketing agency providing services for many different clients. While a director of marketing's job description is typically a 9 a.m. to 5 p.m., Monday through Friday position, many people with this title work longer hours in order to provide top-notch performance on client projects. Some directors of marketing travel regularly to meet with clients, while others may only have local client meetings.
Regular marketing department meetings are usually held by the director as well. The director of marketing typically decides on the topic for each meeting as well as sets goals for employees who report to him or her. A director of marketing usually evaluates his or her staff's job performance at regular intervals as well.