Marketing Manager
Description
The marketing manager is the strong link between management and design. He/she agrees with the management team on a global strategy and proposes communication axes that will be developed by the creative team. He/she thinks about the best policy (advertising, promotional and commercial) to adopt by studying several data such as the state of the market, the identity of the product or the brand, etc. He is in charge of defining a communication strategy that is both adapted to the product and compliant with the advertiser's requirements, and then drawing up a document that will include the essential points. This kind of specifications will serve as a working basis for the creative team.
Nature
The marketing manager is responsible for developing and proposing to his management the broad outlines of the company's commercial strategy. To do this, he or she gathers information on the market, on the needs and expectations of customers and on the competition. In order to sell, it is necessary to determine whether the products or services offered correspond to the customer's expectations, and if so, to adapt them, and to implement actions within the framework of the marketing strategy: advertising and communication, sales promotion, distribution. His/her role is twofold: On the one hand, he/she develops a strategy for all of the products produced by his/her company, by drawing up marketing plans (market analysis, determination of targets, choice of advertising channels), by constantly adapting his/her plans in relation to market developments, and by designing and implementing promotional actions intended to develop the product and optimize sales. On the other hand, he/she must manage his/her marketing teams (recruitment, training, motivation, etc.), supervising the development, launch and communication processes of products and coordinating marketing studies. Depending on the company and its size, the marketing manager may also be in charge of external communication.
Mission
Carrying out marketing analyses based on market trends and information collected in the field
Defining the marketing plan (catalogs, market studies, sales pitches, etc.)
Developing the product strategy and brand image
Evaluating market opportunities and setting up an action plan
Skills
Fluency in English and one other language required
Excellent understanding of the competitive environment
Negotiation skills
Good listening skills
Communication skills
Access
Communication studies Business schools / commercial training Specialized university masters