Marketing
The marketing department is all about understanding what customers want and making sure they know about the company’s products or services. This involves developing an understanding of your target market and creating appealing messages, using social media or advertisements, and making sure the right people see these messages. If customers have questions about the product or what the company stands for, the marketing team is there to answer them.
Building a strong brand is crucial, too. The marketing team works hard to make sure people feel good about the company and trust what it stands for. They track what people are saying and how they react to different campaigns to adjust strategies and improve their efforts.
Working in the marketing department can involve everything from writing and designing ads to analysing data about how well those ads are working. Many marketing jobs offer flexible hours and the chance to work from home, making it a great option if you love creativity and communication.
Why people love working in marketing
Content creation
In marketing, you get to come up with ideas for campaigns and create content like videos, blog posts, and graphics. It’s a great way to use your creativity every day.
Communication skills
Marketing lets you think about what people like and how to connect with them. You get to communicate with customers through different platforms and see how they respond to what you create.
Impactful
When a marketing campaign works well, you can directly see how it increases interest in the company’s products. This feedback can be very rewarding and shows the impact of your work.
Earning potential
Marketing professionals can earn good salaries, especially as they gain experience and take on bigger projects. Plus, many companies offer bonuses based on campaign success.
Work-life balance
Many marketing roles are flexible about when and where you work, which can make it easier to balance work with your personal life.
Variety of roles
Marketing covers a wide range of activities, from digital marketing to public relations, meaning there’s something for everyone whether you’re more analytical or prefer creative tasks.
Some of the key job roles within a marketing department/company
Larger organisations will often split marketing tasks/functions. In smaller organisations you may find that marketing professionals will undertake a number/all of the below roles.
Marketing director
A marketing director is responsible for shaping and leading a company’s overall marketing strategy, ensuring it aligns with business goals and drives growth. They oversee all marketing activities, manage budgets, and guide the marketing team to deliver impactful campaigns. Daily tasks include setting long-term objectives, working closely with senior leadership, analysing market trends, and ensuring brand consistency.
This role suits strategic thinkers with strong leadership skills, creativity, and a deep understanding of customer behaviour.
Scorecard
Salary Potential*
Flexible Hours
Flexible Location
Physicality
*based on a 40-hour working week
Marketing manager
A marketing manager develops and implements marketing strategies to enhance brand awareness, attract new customers, and drive sales. They oversee campaigns across different platforms, coordinate with designers and content creators, and measure marketing performance through analytics. Daily tasks include planning promotions, managing social media engagement, and refining strategies based on market research.
This role suits individuals who are highly organised, analytical, and skilled at multitasking in a fast-paced environment.
Scorecard
Salary Potential*
Flexible Hours
Flexible Location
Physicality
*based on a 40-hour working week
Marketing assistant
A marketing assistant supports the marketing team with day-to-day operations, helping with campaign coordination, research, and content creation. Responsibilities include assisting with social media management, compiling marketing reports, organising promotional events, and maintaining customer databases.
This entry-level role is ideal for someone eager to learn about marketing, with strong organisational skills, creativity, and a willingness to take on a variety of tasks.
Scorecard
Salary Potential*
Flexible Hours
Flexible Location
Physicality
*based on a 40-hour working week
Social media coordinator
A social media Ccoordinator manages a company’s online presence across platforms like Instagram, LinkedIn, and Facebook. They create and schedule engaging content, respond to comments and messages, and track engagement metrics to refine strategies. Daily tasks include writing social media posts, designing graphics, and collaborating with other teams to maintain brand consistency.
This role suits creative individuals who enjoy content creation, community engagement, and staying on top of social media trends.
Scorecard
Salary Potential*
Flexible Hours
Flexible Location
Physicality
*based on a 40-hour working week
Digital marketer
A digital marketer specialises in online advertising and promotions, using digital tools to reach target audiences. They create and manage email marketing campaigns, social media ads, pay-per-click (PPC) advertising, and search engine optimisation (SEO) strategies. Daily tasks include analysing campaign performance, optimising online content, and running digital advertising initiatives.
This role is ideal for data-driven individuals with a passion for online marketing, analytics, and emerging digital trends.
Scorecard
Salary Potential*
Flexible Hours
Flexible Location
Physicality
*based on a 40-hour working week
Graphic designer
A graphic designer creates visual assets for marketing campaigns, ensuring a brand’s messaging is visually appealing and consistent. Responsibilities include designing social media graphics, website visuals, brochures, and advertisements. Daily tasks involve collaborating with marketing teams, refining designs based on feedback, and ensuring all content aligns with brand guidelines.
This role suits creative individuals with strong design skills, attention to detail, and proficiency in design software such as Adobe Photoshop and Illustrator.
Scorecard
Salary Potential*
Flexible Hours
Flexible Location
Physicality
*based on a 40-hour working week
Promotions manager
A promotions manager plans and executes special events, sales, and promotions to increase brand awareness and customer engagement. They develop campaigns for product launches, discount events, contests, and loyalty programs, working closely with marketing and sales teams. Daily tasks include coordinating event logistics, negotiating deals with vendors, and analysing promotion effectiveness.
This role suits individuals who are creative, detail-oriented, and skilled in project management, with a passion for driving customer excitement.
Scorecard
Salary Potential*
Flexible Hours
Flexible Location
Physicality
*based on a 40-hour working week
Key skills and attributes needed
Creativity and innovation
Effective communication
Analytical competence
Adaptability
Team collaboration
Specialisms within marketing
Creative designer
Works on the conceptual development of marketing campaigns, including visuals, themes, and overall brand aesthetics. This role may involve brainstorming new ideas for campaigns, designing promotional materials, and collaborating closely with the marketing team to bring creative concepts to life.
Communications manager
Develops and delivers communications to both internal and external audiences. Their role is to ensure that all messaging is clear and consistent and aligned with brand values.
Public relations manager
Enhances the public image of a company by crafting press releases, handling media relations, organising events, and overseeing communications to shape positive public perception and maintain a consistent brand image.
Search engine optimization specialist
It’s like playing a game where you try to get your website to show up first when someone searches for something related to what your company does. The SEO specialist knows the tricks to make this happen.
Brand manager
This person is like the guardian of what the company stands for. They make sure everything the company does and says shows the company in the best light and sticks to its values, making people trust and recognise the brand.
Market research analyst
This role is about understanding what people like and don’t like. They gather information through surveys or studying data to figure out what customers want, which helps the company make products that people will love.
Crisis communication specialist
Handles communication strategies during a crisis to protect the company’s reputation.
Investor relations specialist
Manages communications between the company and its investors, including financial reports and shareholder meetings.
Community relations specialist
Focuses on building relationships and partnerships within the community to enhance the company’s image.
Entry path into a career in marketing
There are various entry paths into the field of marketing, catering to diverse educational backgrounds and career goals.
For those just starting out, entry-level roles such as Marketing Assistant or Coordinator often require a good standard of education, such as GCSEs or A-Levels, and provide opportunities for on-the-job learning or access to an apprenticeship programme.
Graduates typically enter marketing through degree programmes in Marketing, Business, or related fields, or via specialised graduate schemes offered by large companies.
For career changers, transitioning into marketing is also possible through reskilling programmes, internships, or leveraging transferable skills in areas like communication, creativity, or data analysis.
Apprenticeships are available at various levels, from Level 2 to Level 7, and are open to individuals of any age and at any stage in their career, offering flexible opportunities for professional growth and development.
Additionally, professional qualifications from the Chartered Institute of Marketing (CIM) or Digital Marketing certifications can enhance employability and provide a solid foundation in key marketing principles.
We’ve included a snapshot of relevant courses that might be suitable for you.
GCSEs
- English
- Maths
- Business Studies
- Information & Communication Technology
- Media Studies
- Art and Design
A-levels
- English
- Maths
- Business Studies
- Information & Communication Technology
- Media Studies
- Art and Design
- Economics
- Sociology
- Psychology
T-levels
- Digital Business Services
- Management and Administration
- Media, Broadcast and Production
- Marketing
Apprenticeship standards
- Digital Marketing Apprenticeship
- Marketing Executive Apprenticeship
- Public Relations Assistant Apprenticeship
- Junior Content Producer Apprenticeship
- Social Media and Digital Marketing Apprenticeship
- Creative and Digital Media Apprenticeship
- Customer Service Practitioner Apprenticeship
- Business Administrator Apprenticeship
Further education courses
Level 1, 2, 3, 4 courses in
- Certificate in Business Administration
- Diploma in Digital Media
- Diploma in Creative Media Production
- Diploma in Digital Marketing
- Diploma in Marketing
- Certificate in Business and Enterprise
- Diploma in Creative Media (Journalism and PR Pathway)
University courses
- HND in Business (Marketing Pathway)
- BA (Hons) in Marketing
- BA (Hons) in Business Management with Marketing
- BA (Hons) in Public Relations and Communications
- BA (Hons) in Business and Marketing
- BA (Hons) in Media Production
- BA (Hons) in Advertising and Marketing
- MSc in Marketing
- MSc in Digital Marketing
- MSc in International Marketing
Professional courses
Chartered Institute of Marketing (CIM) Courses:
- Level 3 Foundation Certificate in Marketing
- Level 4 Certificate in Professional Marketing
- Level 6 Diploma in Professional Marketing
- Level 7 Marketing Leadership Programme
Digital Marketing Institute (DMI) Courses:
- Professional Diploma in Digital Marketing
- Specialist Diploma in Social Media Marketing
- Expert Diploma in Digital Strategy and Planning
Chartered Institute of Public Relations (CIPR)
- Foundation Award
- Professional PR Certificate
- CIPR Professional PR Diploma
Institute of Data & Marketing (IDM)
- IDM Professional Diploma in Digital Marketing
- IDM Professional Certificate in Social Media
For more information about skills and training in Lincolnshire, please click here
Professional Associations
Chartered Institute of Marketing (CIM) – https://www.cim.co.uk/
Institute of Direct and Digital Marketing (IDM) – https://www.theidm.com/
Marketing Society – https://www.marketingsociety.com/
Market Research Society (MRS) – https://www.mrs.org.uk/
British Interactive Media Association (BIMA) – https://bima.co.uk/
Digital Marketing Institute (DMI) – https://digitalmarketinginstitute.com/
The Communication Advertising and Marketing (CAM) Education Foundation – https://camfoundation.co.uk/about-us/
Public Relations and Communications Association (PRCA) – https://www.prca.org.uk/
Chartered Institute of Public Relations (CIPR) – https://www.cipr.co.uk/