A marketer is a specialist who provides effective maximum work activity company, a person who increases its impact through the marketing mix. The position of a marketer is indeed a very important and responsible one.

Of course, one person is not able to ensure the complete high-quality implementation of all tasks. Large companies mostly have their own marketing department, and small ones have one specialist who manages the key aspects of the company.

Marketing - very promising profession. A talented specialist may in the future hold the position of a director, including a commercial director, as well as a top manager of a company.

What should a marketer know?

First of all, you need to know a good theoretical base, since you should understand all the principles of marketing in order to correctly conduct various studies, develop the concepts of an advertising company or draw up a clear marketing plan. Also required higher education in this specialty, knowledge of psychology, sociology and legislative framework.

What qualities should a marketer have?

In addition to special education, one should have such important personal qualities as communication skills, creativity, logic, analytical thinking, emotional stability, diplomacy and the ability to find mutual language with many people.

A marketer should be well versed in office programs such as: Word, Excel, Access. To effectively compose marketing strategy, it will not be superfluous to know mathematics and make mathematical models.

The responsibilities of marketers largely depend on the direction of the company's development.

The marketer must:

• develop product promotion plans
• determine marketing budgets
• analyze target areas of the market or audience
• predict fluctuations in supply and demand
• organize various events, research, advertising companies, stock
• form an assortment
• to coordinate the work process advertising agency or just a specific specialist (copywriter, designer).
• pricing is also often included in the list of responsibilities.

The main tasks of professional marketing

Information and analytical activities.

• Market segment analytics.
• The study of influencing methods on consumer behavior.
• Formation of consumer demand and identification of their requirements for the features of services and goods
• Analysis of the environment of competitors, taking into account changes in the customs, price or tax state policy, profit from sales, in terms of turnover, speed of implementation.

Commodity-productive activity:

• Development and search for different ideas for the creation of a certain type of goods.
• Development of recommendations and concepts in production organization goods.
• Formation of the assortment of goods.

Sales activities:

• Development of a sales strategy.
• Holding commodity policy.
• Organization of the sales system.

Economic and management activities:

• Risk and investment management.
• Development of strategic and operational plans activities in the international or national market.
• Conducting financial and economic investigation.
• Control and management marketing activities organizations.

APPROVED:

[Job title]

_______________________________

_______________________________

[Name of company]

_______________________________

_______________________/[FULL NAME.]/

"______" _______________ 20___

JOB DESCRIPTION

Marketer

1. General provisions

1.1. This job description defines and regulates the powers, functional and job duties, rights and responsibilities of a marketer [Name of organization in the genitive case] (hereinafter referred to as the Company).

1.2. The marketer is appointed to the position and dismissed from the position in the established current labor law order by order of the head of the Company, on the proposal of the commercial director of the Company.

1.3. The marketer belongs to the category of specialists and reports directly to the head of the marketing department of the Company.

1.4. The Marketer is responsible for:

• timely and high-quality performance of tasks for their intended purpose;
• performing and labor discipline;
• safety of information (documents) containing information constituting a trade secret of the Company, other confidential information, including personal data of the Company's employees;
• security safe conditions labor, maintenance of order, compliance with fire safety rules in the premises of the department.

1.5. Persons with a higher professional (economic or engineering-economic) education and at least 1 year of work experience in the specialty in the field of marketing can be appointed to the position of a marketer.

1.6. In practice, the marketer should be guided by:

• legislation, regulatory legal acts, as well as local acts and organizational and administrative documents of the organization (enterprise), regulating the work of marketing, the activities of the sales service and the department;
• internal work schedule;
• rules of labor protection and safety, ensuring industrial sanitation and fire protection;
• instructions, orders, decisions and instructions of the immediate supervisor;
• this job description.

1.7. The marketer must know:

• legislation, regulations on the organization of marketing and advertising activities;
• the organizational structure of the Company, the system for marketing products, the procedure for its functioning, the organization of the work of the department;
• current and prospective needs of the department in resources, methods of their planning and forecasting;
• tasks of the department to meet the needs of the Company in marketing support, its ability to solve these problems;
• methods of analysis of marketing activities;
• the procedure for organizational and informational interaction of the department with other divisions of the Company;
• the procedure for developing marketing plans;
• organization of operational accounting of the results of marketing activities;
• criteria for evaluating the effectiveness of the department;
• advanced domestic and overseas experience in the field of marketing;
• the composition and structure of the documentation of the department;
• means of computer technology, communication and communications;
• labor protection rules and regulations.

1.8. During the period of temporary absence of a marketer, his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and is responsible for the proper performance of the duties assigned to him.

2. Job responsibilities

The marketer is obliged to carry out the following labor functions:

2.1. Ensure timely and high-quality performance of the daily tasks assigned to him in strict accordance with the approved procedure (regulations) and work technology.

2.2. Regularly analyze the consumer properties of the Company's products, forecast consumer demand and market conditions.

2.3. Take part in drawing up long-term and current plans for the production and sale of products, identifying new sales markets and new consumers of the Company's products.

2.4. Ensure coordination of activities structural divisions collection and analysis department marketing information, creation of a databank for marketing the Company's products.

2.5. Organize the study of consumers' opinions about the Company's products and monitor the timely elimination of deficiencies indicated in complaints and claims received from consumers.

2.6. Submit proposals on the formation of the corporate identity of the Company and corporate design of products for consideration by the management.

2.7. To study, generalize and apply in the daily activities of the department the advanced domestic and foreign experience in the field of marketing.

2.8. Timely and fully work out and submit reporting and other documentation to officials with appropriate powers.

If necessary, the marketer can be involved in the implementation of their official duties overtime, by decision of the head of the Company, in the manner prescribed by labor legislation.

3. Rights

The marketer has the right:

3.1. Make decisions in order to properly organize marketing, ensure the daily activities of the department, on all issues related to its competence.

3.2. Prepare and submit to the immediate supervisor their proposals for improving marketing, the activities of the department (its additional personnel, logistics).

3.3. Participate in the work of collegiate management bodies when considering issues related to marketing and the activities of the department.

4. Responsibility and performance evaluation

4.1. The marketer bears administrative, disciplinary and financial (and in some cases, provided for by the legislation of the Russian Federation - and criminal) responsibility for:

4.1.1. Violation of the provisions of the law, regulations, as well as local acts and organizational and administrative documents on marketing issues.

4.1.2. Failure to comply with the instructions of the immediate supervisor regarding the organization of marketing, the activities of the department and the fulfillment of its tasks.

4.1.3. Failure to comply with the requirements for ensuring the safety of information and documents containing confidential information.

4.1.4. Unlawful use of the granted official powers, as well as their use for personal purposes.

4.2. Evaluation of the work of a marketer is carried out:

4.2.1. Direct supervisor - regularly, in the process of daily exercise by the employee of his powers.

4.2.2. Certification Commission enterprises - periodically, but at least once every two years, based on the documented results of work for the evaluation period.

4.3. The main criterion for evaluating the work of a marketer is the quality, completeness and timeliness of his performance of the tasks provided for by this instruction.

5. Working conditions

5.1. The mode of operation of a marketer is determined in accordance with the internal labor regulations established at the enterprise.

5.2. In connection with the production need, the marketer can travel to business trips(including local values).

Familiarized with the instruction ___________ / ____________ / "____" _______ 20__

Job description marketer- a document that details the functions that fall within the competence of this category of employees of enterprises and organizations. The instructions also prescribe the rights, responsibilities and working conditions of the marketer.

Marketing manager job description sample

FILES

Why do you need a job description for a marketer?

This document serves, so to speak, as a guide to action for the employee. It clearly defines the boundaries within which a marketer can work, and also points out in detail those violations and mistakes that are best avoided.

Approximately to the same extent, the instruction is also necessary for the employer - it allows the management of the organization to coordinate the activities of employees, as well as optimize production processes.

Who is developing the document

Usually, the function of creating a document is assigned to the head of the structural unit, the head of the personnel department or the lawyer of the enterprise. In some cases, this duty passes to the secretary, or the director of the organization writes the instruction.

But, regardless of who does it, it is important that the document fits into the framework of the current labor and civil law.

Basic rules for creating instructions

There is no officially developed, approved at the legislative level, sample job description, so companies have the right to independently create a document form, focusing on their needs.

The standard, generally accepted version includes at least four sections:

• "General Provisions",
• "Main responsibilities",
• "Rights",
• "A responsibility",

which may, if necessary, be supplemented by other paragraphs.

The document is printed in one copy and must be signed by the head of the department (who is obliged to monitor the execution job duties marketer), the employee himself (who thus indicates that he agrees with the functions imputed to him), as well as the head of the enterprise.

The main provisions of the job description of a marketer

To begin with, at the top of the page, on the right side, you should leave a few lines for the instruction to be endorsed by the head of the company: here you need to enter his position, company name, last name, first name, patronymic, and also leave two lines for signature (with decoding) and date. A little lower in the middle is the name of the document.

General provisions

Next comes the main part of the instruction and its first section. "General Provisions". It fits into which group of employees the marketer belongs to, the required qualifications, the level of education, the necessary work experience and length of service, as well as the procedure for appointing and dismissing an employee and replacing him during his absence from the workplace. Next, the immediate supervisor of the marketer is indicated (without specifying specific names).

Then, in the same section, a list of laws, rules, internal documents and regulations that the marketer should be familiar with, as well as the methods and principles of work that he should follow.

Job Responsibilities of a Marketer

Second section "Responsibilities" describes the functions of a marketer, namely the duties that he must perform, ranging from developing a strategy for promoting goods and services and ending with the accounting and analysis of the activities carried out. This part of the document should be treated with particular care, since it can make the document an evidence base in the event of litigation, both on the part of the employee and the employer.

Rights vested in the marketer

"Rights"- This is a section that gives the marketer specific powers designed to increase the efficiency of his work. In particular, it indicates the possibility of making independent decisions and taking various initiatives, permission to communicate with other structural divisions and the management of the company, as well as the right not to perform their work duties in the event of a danger to life or health.

Responsibility of a marketer for faults

In chapter "A responsibility" all errors, violations and faults are prescribed, for which disciplinary punishment is possible. When developing this paragraph, one must strictly rely on the norms of the legislation of the Russian Federation, since neglect of them is fraught with sanctions against the organization itself.

At the end, the document must be certified by an employee whose competence includes monitoring the performance of the job duties of a marketer, as well as the marketer personally. At the very last turn, the instruction is submitted for approval to the director of the enterprise.

JOB INSTRUCTIONS FOR MARKETING

APPROVE

CEO
Surname I.O. ________________
"________"_____________ ____ G.

1. General Provisions

1.2. A marketer is appointed to a position and dismissed from it by order of the general director.
1.3. The marketing manager reports directly to the CEO.
1.4. A person who meets the following requirements is appointed to the position of a marketer: professional education in the specialty "Marketing" or higher professional education and additional training in the specialty, work experience in the relevant field for at least a year.
1.5. During the absence of a marketer, his rights and obligations are transferred to another official, which is announced in the order for the organization.
1.6. The marketer must know:
— basics of marketing, its principles, tasks and methods marketing research;
- the main technological and design features, characteristics and consumer properties of the goods sold;
— methods for studying market conditions and developing forecasts for the demand for goods sold;
- methods for studying the motivation of consumers' attitudes towards goods;
— Fundamentals of management and budgeting.
1.7. The marketer is guided in his activities by:
- legislative acts of the Russian Federation;
— Charter of the organization, internal labor regulations, other regulations companies;
- orders and directives of the management;
- this job description.

2. Job responsibilities of a marketer

The Marketer performs the following job responsibilities:
2.1. Performs work on the study of the main factors affecting the dynamics of consumer demand for goods, the ratio of supply and demand for similar types of goods.
2.2. Based on the results of marketing research, he develops a general marketing strategy for the company.
2.3. Develops a marketing budget and manages allocated funds.
2.4. Conducts categorization and identifies priority groups potential consumers to develop measures that contribute to the expansion of the market for the sale of goods.
2.5. Assesses the prospects for the development of the market, the company's prospects for the development and conquest of a particular market segment; develops a go-to-market strategy.
2.6. Determines the required range of goods, pricing policy for goods.
2.7. Develops proposals for the individualization of goods in order to transfer information to manufacturers or independently impart individualizing characteristics to goods (packaging, etc.).
2.8. Defines distribution channels - their types, characteristics, policy of creation and use; develops concepts for creating dealer and distribution networks.
2.9. Organizes the collection of information from consumers about satisfaction with goods, claims and complaints about goods; determines the forms and methods for eliminating deficiencies in claims and complaints received from consumers.
2.10. Keeps in touch with the market through advertising, information service to inform consumers and promote products; organizes the development of a promotional strategy.
2.11. Develops incentive measures (both active - through a system of discounts, incentives, etc., and passive - through the quality and design of goods, image policy) sales.
2.12. Prepares proposals for the formation of the corporate identity of the enterprise and corporate design of promotional products.
2.13. Analyzes the effectiveness of the marketing activities; monitors the marketing campaigns of competitors, analyzes them, makes adjustments to their own marketing activities.

3. Rights of the marketer

The marketer has the right:
3.1. Represent the interests of the company in relations with government bodies, local governments, third-party organizations on marketing sales of goods.
3.2. Request from the structural divisions of the enterprise information and documents necessary for the performance of his duties.
3.3. Interact with the heads of all structural divisions on marketing issues.
3.4. Sign and endorse documents within their competence.
3.5. Submit proposals for the management to improve the work related to the responsibilities provided for in this instruction.
3.6. Demand from management commercial enterprise ensuring organizational and technical conditions and execution of established documents necessary for the performance of official duties.

4. Responsibility of the marketer

4.1. For non-performance and / or untimely, negligent performance of their duties.
4.2. For non-compliance with current instructions, orders and orders for conservation trade secret and confidential information.
4.3. For violation of the internal labor regulations, labor discipline, safety and fire safety rules.

JOB INSTRUCTIONS FOR MARKETING

__________________________

(name of company)
APPROVE

_________________________________________________

(director, other official,

authorized to approve the job description)

_________ _______________________________________

(signature) (I.O. Surname)

(the date)
JOB INSTRUCTIONS FOR MARKETING

____________ № ________

1. GENERAL PROVISIONS

1.1. The marketer belongs to the category of specialists.

1.2. A person who has a higher professional (economic or engineering-economic) education and at least 3 years of experience as a category II marketer is appointed to the position of a category I marketer.

1.3. A person who has a higher professional (economic or engineering and economic) education and at least 3 years of experience as a marketer is appointed to the position of a category II marketer.

1.4. A person with a higher professional (economic or engineering) education is appointed to the position of a marketer.

1.5. A marketer is hired and dismissed from work by order of the director of the enterprise on the proposal of _______________________________________________________________________________________________

1.6. The marketer reports directly to ______________________________________________________________ ___________________________________________________________________________________________________________

1.7. In its activities, the marketer is guided by:

1.7.1. regulatory legal acts and other teaching materials regulating economic activity business entities of the republic;

1.7.2. methodological, normative and other guidance materials on marketing issues;

1.7.3. the charter of the enterprise;

1.7.4. labor regulations;

1.7.5. orders and instructions of their immediate supervisor;

1.7.6. this job description.

1.8. The marketer must know:

1.8.1. the essence of research activities based on the collection and continuous processing of information about all aspects of the market situation, taking into account the scientific approach;

1.8.2. organization of research work, methods of analysis, system for collecting and processing information, its volume and structure, methods for its effective search and collection;

1.8.3. methods of transmission, processing and storage of information;

1.8.4. prospects for the technical and economic development of a branch of the economy, organizations (firms, associations, companies, businesses);

1.8.5. production capacities, production technology in the organization;

1.8.6. advanced domestic and foreign experience in organizing and improving market and predictive research;

1.8.7. economics, organization of production, labor and management;

1.8.8. fundamentals of labor legislation;

1.8.9. rules and regulations of labor protection and fire safety.

1.9. During the absence of a marketer (vacation, illness, etc.), his duties are performed by a person appointed in the prescribed manner. This person acquires the appropriate rights and is responsible for the high-quality and timely performance of the duties assigned to him.

2. FUNCTIONS

The marketer is responsible for the following:

2.1. conducting marketing research of the production and marketing activities of the organization, its competitors;

2.2. comprehensive study of the situation on the market;

2.3. organization of accumulation and storage of information collected through marketing research.

3. JOB RESPONSIBILITIES

The marketer must:

3.1. conduct research in the field of organization and management of production, economic, commercial and marketing activities of an organization (firms, associations, companies, businesses), regardless of ownership, focused on meeting the needs of real and potential market consumers.

3.2. determine the subject of research and the development of work plans and programs for the implementation of individual stages research work(development of the market and its capacity, research and development (R&D) and production, export activities in various markets);

3.3. analyze the indicators of production and marketing activities of business entities to determine the effectiveness of their activities in each of the areas of production and marketing, identify the feasibility of changing or maintaining the strategy in these areas;

3.4. to carry out demand research as the definition of market segments through groups of segmentation criteria in order to ensure the market success of a business entity: geographical, national, gender and age, professional, economic, property and commitment to the product of the organization;

3.5. assess strengths and weaknesses activities of competitors on the following criteria: R&D capacity, ability to develop new types of products, level of technology, availability of patented inventions, cost structures, access to raw materials, ability and propensity to use credit and share capital, flexibility in the process of making strategic decisions, the breadth of the product range, the availability trademarks, sales services, etc., in order to determine options market share;

3.6. to study the general conjuncture of the industry from the point of view of its development prospects and in order to identify the gap between supply and demand, i.e. finding gaps in the use, implementation, product range in the activities of competitors;

3.7. analyze the marketing system for industry products in order to identify opportunities and effectiveness of marketing through alternative channels: own sales network, sales agents, through bidding, etc.;

3.8. predict economic situation(credit and financial position of the country or region, investment climate), which may affect the conditions of sale in this market;

3.9. analyze current and new technologies to determine the life cycle of the most important technological innovations in related industries in comparison with the cycle of existing technological developments in the industry and predict the possible impact of innovations on the sales market for the product of a business entity: research on the structure of personnel and their stimulation, management structure, current system planning, work style in order to determine the degree of compliance organizational structure the strategic objectives of the organization and the possibility of its restructuring in the right directions;

3.10. analyze the financial aspects of the activities of a business entity to determine the ability to finance existing and promising directions their activities;

3.11. to study the cost structure in comparison with the cost structure of competitors to determine the absolute and relative profitability (unprofitability) of operations in the sales market and the possibility of economic costs for production and sales as a guarantee of a new strategy for a business entity;

3.12. conduct comprehensive analysis foreign economic activity business entity, develop proposals and activities for the development of progressive forms foreign economic relations, scientific, technical and economic cooperation with foreign countries;

3.13. collect, process, analyze and systematize scientific, technical and economic information on research problems;

3.14. form a marketing information system(MIS) as part of an ongoing integrated process for tracking and storing data for future analysis;

3.15. specify and satisfy with the help of MIS the general needs of the marketing service for this or that information;

3.16. prepare information reviews of economic, scientific and technical publications on researched problems in the field of marketing.

The marketer has the right:

4.1. get acquainted with the draft decisions of the management related to its activities;

4.2. submit proposals for the management to improve the work related to the responsibilities provided for in this instruction;

4.3. inform the immediate supervisor about all the shortcomings that have arisen in the course of performing their duties, and make proposals for their elimination within their competence;

4.4. sign and endorse documents within their competence;

4.5. require the management of the enterprise to assist in the performance of their duties and rights.

5. RESPONSIBILITY

The Marketer is responsible for:

5.1. for non-fulfillment (improper fulfillment) of their official duties provided for by this job description - within the limits determined by the current labor legislation of the Republic of Belarus;

This article will cause a wave of anger from my fellow marketers, but it needs to be published.

At a minimum, because it will be extremely useful to owners who, regardless of their niche and field of activity, will confidently say that finding a competent marketer is like finding a treasure.

So why the anger? Everything is simple! Most marketers who offer their services to the labor market are simply not suitable for these positions. As they say, no offense. Nothing personal, just business.

And we will start with philosophical (but quite practical) topics, and finish with dry specifics.

be able to sell

The first philosophical (practical) topic is sales. And the first thing we will discuss is why a marketer should be able to sell. How to find out? Let the marketer at the interview answer one question:

- Have you ever sold anything?

Naturally selling newspapers in childhood does not count. I mean serious sales - by phone, at a meeting.
I just feel that now slippers from marketers flew into me 🙂 Because:

- Why should I sell? The job of a marketer is to paint, find, make promotional materials, attract a client and that's it (as the people say, “master the budget”)!

And here it is not. In my opinion, a marketer who has never sold anything is an empty place.

How did you not sell anything?

Better then a salesperson who decided to engage in marketing. And now I will explain why.

Someone will hook, but it is not known who. And now I am talking about the b2c sector, in which everything is quite simple. In the b2b segment, things are still much more difficult.

In B2B, you can't do without sales either.

How difficult is it

He does not even know how the client will behave, which means that such a “lead marketer” cannot fully prepare promotional materials that will lead the client in accordance with the objection funnel, and this is his main task.

That is exactly what an Internet marketer should know and be able to do. entry level(that is, the basics of basics). And now I do not demand much from the future leading marketer. This is not even a tribute to fashion, but an ordinary routine.

He is an analyst

By the way. I almost forgot about one more duty, which is spelled out in all job descriptions in passing.

A marketer (and even more so an Internet marketer) is an analyst. That is, the duties of a marketer in a company are, first of all, an analysis of the effectiveness of advertising channels and their optimization.

Therefore, returning to the questions from the interview, one more mandatory task:

– What experience do you have in internet marketing or SMM?

If not at all, then you know what to do! Such a specialist will not suit you. And now I will tell you in more detail.

Do you think that there should not be such trained specialists (you can’t call them differently)? In theory, yes. But in practice, everything is different.

A simple example. One of our clients as part of a project marketing consulting we helped to select a marketer.

The main requirements are a possible lack of extensive experience, but an understanding of marketing, sales, online marketing and analytics.

I, too, was fully convinced that it was impossible to find a novice marketer with such a wide range of knowledge.

But how wrong I was! Seeing more than 10 applications from applicants with knowledge and experience in SMM, settings, work in and Google Analytics, and more. And all this, attention ... at the age of no more than 25 years and for no more than 30 thousand rubles a month.

common truths

Yes, I perfectly understand that if you are looking for the main responsibilities of a marketer, then 3 responsibilities in the key of “be able to sell, be friends with Internet marketing and the ability to analyze” are unlikely to suit you.

Therefore, here is a list of duties that any, even the most useless (God forbid, of course!) marketer must comply with:

1. Analysis target audience, company, product, markets, competitors;
2. Preparation and approval advertising budget based on the advertising policy of the company;
3. Organization of various promotional activities (promotions, sales, events, etc.);
4. Elaboration of pricing and assortment policy of the company as a whole;
5. Analysis of the effectiveness of advertising activities carried out;
6. Studying supply and demand for the company's products;
7. Forecasting sales volumes;
8. Optimization of marketing business processes;
9. Preparing reports for senior management.

Briefly about the main

I perfectly understand that it is difficult to find a marketer who will combine all these knowledge and skills:

1. Salesmanship;
2. Ability to understand both offline and Internet marketing;
3. Ability to analyze and systematize the information received.

And the rest that a marketer at an enterprise should know (the list above) is theoretically unrealistic. But as I wrote above in the example, practically it’s quite even.

Yes, you can take a marketer without sales experience and train him in this, then taking a marketer to a company without experience in the Internet is just suicide.

And yes, this approach is fully justified in all areas. So the next time you ask yourself the question “What should a marketer know?” read the last list of this article again and it will disappear from you.