Head of Marketing Job Description

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What is a Head of Marketing?

A Head of Marketing is a senior-level executive responsible for overseeing and managing all aspects of marketing within an organization. They are responsible for developing and implementing marketing strategies to promote products or services, attract customers, and increase market share.

The industry in which a Head of Marketing works can vary depending on the company they are employed by. They can work in industries such as, but not limited to:- Consumer goods: companies producing tangible goods for individual consumers, such as clothing, electronics, or food products.- Technology: companies involved in the development and sale of technology-related products or services, such as software, hardware, or telecommunications.- Healthcare: organizations in the healthcare industry, including hospitals, pharmaceutical companies, or medical equipment manufacturers.- Finance and banking: financial institutions like banks, credit card companies, or insurance companies.- Retail: companies involved in the sale of goods or services directly to consumers, typically through physical or online stores.- Hospitality and tourism: businesses in the travel, tourism, and hospitality sector, such as hotels, airlines, or tour operators.

Ultimately, the Head of Marketing position is found in most industries where marketing plays a critical role in driving business growth and customer engagement.

What does Head of Marketing do?

A Head of Marketing is responsible for overseeing marketing activities within an organization. On a day-to-day basis, their tasks may include:

  1. Developing and implementing marketing strategies: The Head of Marketing is responsible for creating plans and strategies to promote the organization's products or services. This involves conducting market research, analyzing consumer behavior, and identifying target audiences.

  2. Managing marketing campaigns: They oversee the execution of marketing campaigns across various channels such as digital, print, television, radio, and social media. This includes creating marketing materials, coordinating with advertising agencies, and monitoring campaign performance.

  3. Brand management: The Head of Marketing ensures the organization's brand is consistently represented across all marketing channels. They may collaborate with design teams to develop brand guidelines, oversee brand messaging, and maintain a strong brand image.

  4. Team supervision: They provide guidance and leadership to the marketing team, ensuring they have clear goals, resources, and guidance to execute marketing plans effectively. The Head of Marketing may also assign tasks, review performance, and provide feedback to team members.

  5. Analyzing data and measuring performance: They analyze marketing metrics, conduct market research, and monitor key performance indicators to evaluate the effectiveness of marketing strategies and campaigns. This involves tracking website traffic, social media engagement, lead generation, conversion rates, and return on investment (ROI).

  6. Collaborating with cross-functional teams: They work closely with other departments, such as sales, product development, and customer service, to align marketing efforts with overall business objectives. This collaboration may involve coordinating product launches, sales promotions, and customer acquisition or retention strategies.

  7. Staying updated with industry trends: The Head of Marketing keeps abreast of industry trends, competitor activities, and emerging marketing technologies. This helps them identify new opportunities, enhance marketing tactics, and maintain a competitive edge.

Overall, a Head of Marketing is responsible for driving marketing efforts, building brand awareness, and ensuring marketing activities contribute to the organization's growth and success.

What skills are needed to be a Head of Marketing?

To be a successful Head of Marketing, the following skills are required:

Strategic Planning: The ability to develop and execute marketing strategies aligned with business goals, ensuring long-term success.

Leadership: Strong management skills to lead and inspire a marketing team, and to collaborate effectively with other departments.

Brand Management: Proficiency in maintaining and enhancing brand reputation, ensuring consistency across all marketing channels.

Consumer Behavior Analysis: The capability to analyze market trends, understand target audience behavior, and develop marketing initiatives accordingly.

Digital Marketing Expertise: Familiarity with various digital marketing channels, including social media, SEO, content marketing, and email marketing.

Analytical Thinking: Proficiency in interpreting data, measuring campaign performance, and making data-driven decisions to optimize marketing efforts.

Project Management: Strong organizational skills to manage multiple marketing campaigns simultaneously, ensuring timeliness and success.

Creativity: The ability to think outside the box, develop creative marketing campaigns, and differentiate the company from competitors.

Communication Skills: Excellent written and verbal communication skills to effectively convey marketing messages to both internal and external stakeholders.

Budget Management: A strong understanding of financial management, with the ability to develop and manage marketing budgets efficiently.

Adaptability: The flexibility to quickly adapt to industry changes, consumer demands, and emerging marketing technologies.

Collaboration: The ability to work cross-functionally and collaborate with other departments, such as sales, product development, and customer service.

Head of Marketing

Head of Marketing duties and responsibilities

Duties of a Head of Marketing:

  1. Strategic planning: The head of marketing is responsible for developing and implementing a comprehensive marketing strategy aligned with the company's goals and objectives.

  2. Campaign management: They oversee the creation, execution, and evaluation of marketing campaigns, ensuring they effectively target the intended audience and drive desired outcomes.

  3. Budget management: This role involves managing the marketing budget, allocating resources efficiently, and optimizing spending to maximize return on investment.

  4. Team leadership: The head of marketing leads a team of marketing professionals, providing guidance, setting goals, and fostering a collaborative environment to achieve departmental objectives.

  5. Brand management: They are responsible for ensuring consistent brand messaging and positioning across all marketing channels, maintaining brand integrity, and enhancing brand awareness.

  6. Market research and analysis: Conducting market research and analyzing consumer trends and competitor activity to identify market opportunities, refine marketing strategies, and generate insights for decision-making.

  7. Performance tracking and reporting: Monitoring and analyzing key marketing metrics to evaluate campaign effectiveness, measure ROI, and provide regular reports to stakeholders on the success of marketing initiatives.

Qualifications required to be Head of Marketing

The qualifications required for a Head of Marketing role can vary depending on the organization and industry. However, here are some common qualifications that are typically sought after:

  1. Education: A Bachelor's degree in Marketing, Business Administration, or a related field is often required. Some organizations may prefer candidates with a Master's degree or additional certifications in marketing or management.

  2. Experience: Significant experience in marketing is crucial for this role. Candidates should have a proven track record of success in developing and executing marketing strategies, managing marketing campaigns, and achieving measurable results. Typically, employers look for candidates with at least 7-10 years of experience in marketing roles, including some managerial experience.

  3. Strategic mindset: A Head of Marketing needs to have a strong strategic mindset and the ability to think critically about market trends, competitive analysis, and positioning of the company. They should be able to develop innovative marketing strategies that align with business goals and drive growth.

  4. Leadership and team management: As a leader, the Head of Marketing should have excellent leadership and team management skills. They should be able to inspire and motivate a marketing team, foster collaboration, and build strong relationships with cross-functional teams.

  5. Creativity and innovation: Marketing requires creativity and the ability to think outside the box. A successful Head of Marketing should be able to come up with innovative ideas, creative solutions, and engaging campaigns that resonate with the target audience.

  6. Strong analytical skills: Data-driven decision-making is essential in marketing. The Head of Marketing should have strong analytical skills to track and analyze marketing performance metrics, make data-driven recommendations, and continuously improve marketing strategies.

  7. Communication and interpersonal skills: Effective communication skills are crucial for a Head of Marketing. They should be able to effectively communicate their vision, marketing strategies, and objectives to various stakeholders, both internally and externally.

  8. Industry knowledge: Having a deep understanding of the industry and the target market is valuable for a Head of Marketing. They should stay updated on industry trends, consumer behaviors, and competitors' activities to make informed marketing decisions.

These qualifications provide a general overview, but it's important to note that specific job requirements may vary. It's always advisable to carefully review the job description and requirements for each specific Head of Marketing position.

Head of Marketing Job Description Template


Job Brief

We are looking for a Head of Marketing who’ll lead all our marketing activities from social media and digital campaigns to advertising and creative projects.

Head of Marketing responsibilities include developing plans to help establish our brand, allocating resources to different projects and setting short-term and long-term department goals. If you’re a skilled Marketing strategist, able to inspire your team members, we’d like to meet you.

Ultimately, you will run our Marketing department in ways that promote higher profitability and competitiveness.


  • Craft strategies for all Marketing teams, including Digital, Advertising, Communications and Creative
  • Prepare and manage monthly, quarterly and annual budgets for the Marketing department
  • Set, monitor and report on team goals
  • Design branding, positioning and pricing strategies
  • Ensure our brand message is strong and consistent across all channels and marketing efforts (like events, email campaigns, web pages and promotional material)
  • Analyze consumer behavior and determine customer personas
  • Identify opportunities to reach new market segments and expand market share
  • Craft quarterly and annual hiring plans
  • Monitor competition (acquisitions, pricing changes and new products and features)
  • Coordinate sales and marketing efforts to boost brand awareness
  • Participate in the quarterly and annual planning of company objectives


  • Work experience as Head of Marketing or VP Marketing, preferably within our industry
  • Experience running successful marketing campaigns
  • Solid knowledge of web analytics and Google Adwords
  • Experience with CRM software
  • Leadership skills with the ability to set and prioritize goals
  • Analytical mind
  • BSc or MSc in Marketing or relevant field

What are some qualities of a good Head of Marketing?

A good Head of Marketing possesses a diverse range of qualities and skills that contribute to their effectiveness in the role. Firstly, they need to have strong leadership and management abilities, able to guide and motivate their team toward achieving marketing objectives. They should be strategic thinkers, capable of developing innovative and comprehensive marketing plans that align with overall business goals. Additionally, a Head of Marketing must have excellent communication skills, both verbal and written, as they will be responsible for effectively conveying the company's brand and messaging to various stakeholders. They should also be analytical and data-driven, utilizing market research and metrics to identify trends, evaluate campaign performance, and make informed decisions. Adaptability is another key quality, as marketing strategies must constantly evolve to meet changing consumer preferences and market dynamics. Lastly, a good Head of Marketing must be creative and forward-thinking, consistently coming up with new and original ideas to differentiate the brand in a competitive marketplace.

What are the salary expectations of Head of Marketing?

The salary expectations for a Head of Marketing can vary depending on factors such as the size and industry of the company, location, level of experience, and qualifications. On average, a Head of Marketing can expect to earn anywhere between $80,000 to $150,000 per year. However, it is important to note that these figures are just an estimate and salaries can be higher or lower depending on the specific circumstances and negotiations between the candidate and the employer.

Who does Head of Marketing report to?

The Head of Marketing typically reports to the Chief Marketing Officer (CMO) or directly to the Chief Executive Officer (CEO) in some organizations. They work closely with various teams and individuals within the company, including:- Marketing team: They oversee and collaborate with the marketing team members, providing guidance and setting goals.- Sales team: They coordinate with the sales team to align marketing efforts with sales objectives, generate leads, and support the sales process.- Product team: They work closely with the product team to understand product offerings, develop marketing strategies, and launch new products effectively.- Creative and design team: They collaborate with the creative and design team members to develop marketing materials, campaigns, and branding initiatives.- Analytics and research team: They work with the analytics and research team to measure marketing performance, conduct market research, and gather insights for strategic decision-making.- Executive team: They provide marketing updates, insights, and recommendations to the executive team to ensure marketing aligns with overall business objectives.- External stakeholders: They may also work with external partners such as advertising agencies, media outlets, and industry influencers to build partnerships and promote the company's products or services.

Last Updated 27 Sep, 2023

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