The role of the marketing manager

For the small business, there are several different organisational approaches to marketing. The
duty may lie with a single member of the team, or it could be a group responsibility. The great
thing about a small team is the ability to quickly instill a marketing led ethos which can become
the operational soul of your business.

Depending on budget availability and the skills of the team, you may chose to outsource certain
elements of the marketing process (such as market research) or decide to do these jobs in-house.
Key responsibilities of the marketing manager / director vary according to the business but can
include:

 Instilling a marketing led ethos throughout the business

 Researching and reporting on external opportunities
 Understanding current and potential customers
 Managing the customer journey (customer relationship management)
 Developing the marketing strategy and plan
 Management of the marketing mix
 Managing agencies
 Measuring success
 Managing budgets
 Ensuring timely delivery
 Writing copy
 Approving images
 Developing guidelines
 Making customer focused decisions

The marketing role can be diverse or focused but now we'll elaborate further on some key
aspects which should be at the heart of the job.

Market research
Marketing managers need to have a good knowledge of the customer. This means building up an
accurate picture using the resources that are available. It is important to take personal opinion out
of as many decisions as possible – you probably don't think in the same way as a typical
customer. Information can be gathered from questionnaires, focus groups, the internet,
interviews, buying habits and many more sources, but it's important that the information is
examined in a scientific way using proper statistical methods. Gut feel can only take your
business so far.

Career Goal

Obtain a respective position as a Marketing Personnel in various fields of Sales as well as

marketing.
Educational Background

 Achieved Master of Art Degree from the Indianapolis University, Indianapolis at Applied
Psychology in the year of 1995.
 Achieved Bachelor of Arts Degree from the Boston College, Boston at psychology as the
major in the year of 1992.
 Achieved Associate Marketing Degree from the Dallas University, Dallas at in the year
of 1990 with the due knowledge of Business management and various features of
advanced Sales and Marketing.

Professional Affiliation

 Obtain professional Affiliation from the American Marketing Consultant Association,

Florida in the year of 1995.

Computer Programming Skills

 Practiced Office Package: Microsoft Word, Microsoft Excel, Microsoft Access,

Microsoft PowerPoint, Microsoft Outlook Express
 Practiced Operating Systems: Windows9X, Windows2000, Windows ME, Windows XP,
Windows Vista, Linux, Unix, MS DOS
 Practiced Graphics Tools: Macromedia Flash, Macromedia Fireworks, Adobe Photoshop,
Adobe PageMaker, Adobe Illustrator, 3D Max, Bryce 3D

Professional Background

2000- Present date: Work as the Marketing Consultant for the Gainesville State Research
Association, Gainesville with the following responsibilities

 Carry out large scale quantitative researches based on consumer contentment capacities.
 Conducted researches based on quality accomplishments in every aspects of designing,
coordination and report production etc.
 Have specialization in health care and inter business services. 1997- 2000: Worked as the
Research Associate of Public Relation and Market Research Unit for the Dave and Nicole,
Toronto with the following responsibilities

 Provided proper management to research projects based on behavioral aspects comprised

with methodology, sample development, analysis along with interpretation and field
coordination etc.
 Supplied various research works based on consumer and employee relation studies, logo
examining, user studies and market analysis etc.

1995- 1997: Worked as the Research Assistant for the Osborn and Sons, Chicago with the
following responsibilities

 Worked out in project implementation, regulations and various analyses etc.

  Provided necessary actions for target group recruitment along with pre-screened
examples.

OBJECTIVE:

Looking for a competitive position in market research.

SKILLS:

 Proficiently good in computer skills like MS word, MS excel, MS access, Power Point,
Spreadsheets.
 Profound ability to manage, plan, organize and budgeting.
 In-depth knowledge of current market and strategies.
 Excellent presentation and interpersonal skills.
 Exceptionally good communication skills both verbally and written.

PROFESSIONAL EXPERIENCE:

Marketing Intern
Frankly Publishers, Amherst, NY
2006-present

 Responsible for the development of the package program for new cosmetic products.
 Worked with the advertiser to increase the sales of the cosmetic products.
 Updated the database by feeding the reports of the activities.
 Designed presentations and demonstrated the product on campaign promotions.
 Assisted the department to redesign the new package.

Sales Associate
A-One Store, Auburn, NY
2001-2006

 Responsible for the advice, support and assist the customers.

 Responsible for the management of the store strategies and operations.
 In time being sales increased to 40 percent.

EDUCATION:

University of New York, New York

Bachelor of Arts, Marketing and International Business

Profile

Dynamic, results driven and enthusiastic sales & marketing professional with proven ability to deliver innovative
marketing concepts and strategies. Conceptualizes and develops appropriate marketing solutions to benefit
customers, increase market share and overall sales. Possesses strong presentation, negotiation and closing skills plus
ability to make strategic decisions and react rapidly in conditions of high competition.

Key Strengths

 Thorough knowledge of marketing and sales; analysis of clients' needs; devising and implementing
customized solutions.
 Developing an extensive business network in the FMCG, IT and Furniture sectors.
 Delivering revenue and profit gains within highly competitive European retail markets.
 Preparation of export development strategy for European countries; make business cases based on unique
characteristics.

Employment History

Foodmasters Ltd. August 2008 - present

Senior Export Manager / Executive EMEA with full responsibility and decision-making authority for all contract
and subcontracts negotiations to increase profitability in export department. Also, in charge of managing
subcontracts and material planning for company which achieves $200 million in annual sales, employs 1,500 non-
union employees.

Responsible for managing new business development and strategic planning to maximize growth and profitability;
established growth plans for company and personally managed account calls, presentations and negotiations on an
international and national level. Developed and executed equity-investments integration plan that included
marketing, operations and sales plans.

Key Achievements

 Diversified market segments and customer base, introduced standard products and new product lines and
expanded sales.
 Instigated and lead project with Heineken International to launch Tiger energy drink to Horeca channel
with distribution in eight European countries.
 Built 65% numeric distribution in France within 6 months through identification of unique business
opportunities, execution of corporate presentations and strong contract negotiation.
 Delivered sustainable revenue and profit gains within highly competitive European retail markets.
 Pioneered product strategies and marketing plans that included super- and hypermarket formats and product
sets.
 Aided positioning of company as leading beverage and food producer in the world through creative design
and implementation of high-impact marketing, advertising and promotional strategies.

Tembold Group Ltd Feb 2006 -July 2008

Export Director (FMCG) responsible for building the abroad sales network, negotiation of long-term contracts with
retail chains, distributors and supervision of their implementation. Also cooperating with major retailers in 18
countries; launched branded products but also supplying private label products.

 Launched the successful introduction into the global market through development of both import and
export operations.
 Generated 13 EUR million import and export contract value annually
  Strategized and coordinated international distribution channels for product lines throughout Europe and
Asian market.

Neapolitana Group Ltd June 2004 – Jan 2006

Promoted to District Sales Director Eastern Europe to oversee corporate sales division with eight districts for one of
the European leading suppliers of semi-finished goods for furniture industry Responsibility for direct sales &
marketing and business development functions, including new product roll-outs. Key account management,
customer relationship development, contract negotiation and order fulfilment. Manage P&L and budget
responsibilities. Conduct cross-functional team training, coaching and mentoring . Lead district sales management

and marketing associates. Design, implement and adjust various sales plans and programs for products.

 Increased territory sales by 127 % or more annually

 Rapidly promoted from Sales Representative after earning recognition as a Top Sales producer.

Assentive Ltd Feb 2003 – June 2004

Sales & marketing representative for marketing & advertising agency. Establishing trade contacts, offers,
negotiation on cooperation conditions, development and advising on marketing strategies (brand positioning, visual
communications, market research)Construction of promotional and advertising campaigns based on new media and
technologies (mobile marketing, Internet and using them in the context of communication and IT solutions, (web
applications, CMS and CMR systems, B2B and B2C platforms), (among others cooperation in the development and
creation of the portal) Planning and implementation of ATL campaign, (among others a cooperation with Maxdata,
LOGITECH, lENOVO, DELL press commercials and ARIMR in the scope of promotion of the EU programs)

Professional Background

2001- Present date: Work as the Marketing Director for the Osborn Industries, Florida with the
following responsibilities

 Provide necessary actions for maximizing sales in almost fifty stores and accomplish
monthly sales plan constantly.
 Work as a liaison between Osborn account executives and take actions for better
communications for execute corporate plans.
 Project various appraises and analytical objects along with retail sales and provide
necessary communication with managers and consumers.
 Provide supervision and organization for particular promotional occasions.
 Supply various actions for recruitment, hire and taking interviews with necessary
guidance.

1995- 2001: Worked as the Marketing Director for the Counts Corporation, Boston with
following responsibilities

 Liable for 30 stores and $4 million account.

 Developed staff management and amplified business 45% in falling season and 68% in
Christmas season.