Advertising and Promotions Managers

Marketing & Communications

Level 6603 of 1200 points

Job description

Advertising and Promotions Managers

Job purpose

To plan, direct and coordinate the organisation's advertising and promotional policies, programmes and collateral materials and to manage the campaigns, budgets and teams that deliver them, so that products and services attract the intended buyers cost-effectively.

Skills

Sales and marketing principles — marketing strategy and tactics, product demonstration, sales technique and sales control — with communications and media knowledge covering production and dissemination through written, oral and visual media, customer needs assessment, the administration and management principles needed to plan and resource a campaign function, accounting for budgets and response analysis, and a command of written English. A bachelor's degree is the norm, with a smaller group holding a master's, together with several years of related experience.
Confers with department heads and staff on contracts, media selection and the product to be advertised, works with customers, company officials, sales departments and advertising agencies, and coordinates with the media to disseminate advertising. Contacts organisations to explain services and facilities, assembles and secures the cooperation of coalitions of organisations and public figures, represents the company at trade association meetings, and supports field staff and customers with presentations and product demonstrations.
Monitors and analyses sales promotion results to establish the cost-effectiveness of campaigns, tracks budgets, expenses and response rates against objectives and industry norms, analyses marketing and sales trends to forecast future conditions, and researches consumer opinion and buying habits to identify target audiences. Inspects layouts, copy, scripts, audio and video for adherence to specification. Problems are open-ended and judgemental, with market evidence rather than precedent to work from.
Plans and executes advertising policies and strategies, develops comprehensive marketing strategies from knowledge of products, markets and regulation, prepares budgets and cost estimates as part of campaign plan development, and schedules the campaign team and the departments contributing to it — sales, graphic arts, media, finance and research. Determines tasks, priorities and goals to a large degree, within campaign deadlines and media booking dates.
Desk-based work using computer systems, with attendance at conferences, community events and promotional events. No manual handling or dexterity demands.

Responsibilities

Directs, motivates and monitors the mobilisation of a campaign team, and may manage a sales team by setting goals, providing incentives and evaluating performance. Trains and directs the workers developing and producing advertisements, and coordinates the activities of sales, graphic arts, media, finance and research without line authority over them.
Prepares budgets and submits estimates for programme costs as part of campaign plan development, tracks programme budgets and expenses against objectives, prepares and negotiates advertising and sales contracts, and may transact business as agent for advertising accounts. Commits campaign and media expenditure within budgets approved above, and answers for its cost-effectiveness.
Ordinary care of a workstation and the systems used. Responsible for the promotional collateral produced — posters, contests, coupons and giveaways — and for the portfolios of campaigns, strategies and marketing material held.
Owns the campaign record and its analysis: response rates, promotion results, budget and expense tracking, consumer research and market forecasts, together with the methods devised for collecting data such as surveys, opinion polls and questionnaires. Also accountable for the accuracy of published copy, scripts and promotional material, where an error is public and commercially damaging.

Effort required

Sustained creative and analytical concentration — devising campaigns, weighing media options and interpreting response data — under marked time pressure and with frequent decisions. Detail must be exact when checking copy and layouts, and attention switches constantly between planning, approvals, budgets and dealings outside the organisation.
Persuasion is the central demand: securing the cooperation of agencies, media, coalitions and public figures, and defending campaign choices to senior management and clients. Handles conflict over creative and commercial decisions, evaluates staff performance, and works in a competitive field where results are visible and attributed.
Predominantly seated office work with continuous screen, telephone and meeting time. No lifting or exertion.

Working conditions

Indoor, environmentally controlled office with no physical hazard, with time away at conferences, community events and promotional events. The demand is psychosocial rather than physical: continuous contact inside and outside the organisation, some conflict, and competitive pressure on results.
Most incumbents work a regular established schedule, though a working week beyond forty hours is usual and a minority work an irregular pattern. Workload peaks sharply around campaign launches, media deadlines and product introductions, with a high interruption load from staff, agencies and clients throughout. Holds considerable freedom to determine tasks, priorities and goals within budgets and objectives set above.

Skills

40% · 283 points▾

KnowledgeLevel 5 of 8
90 of 144 points
Specialised and theoretical knowledge within a field of work and an awareness of the limits of that knowledge. The job requires a comprehensive range of cognitive and practical knowledge to develop creative solutions to abstract problems.
Interpersonal and communication skillsLevel 4 of 5
77 of 96 points
Advanced communication and interpersonal skills. The job holder is required to manage complex interactions, mediate interpersonal conflicts and support group collaboration.
Problem-solving skillsLevel 3 of 5
58 of 96 points
Variable problems. The job involves dealing with different kinds of problems that require careful thinking, research into different options or adjusting existing ways of doing things. Guidance and resources may be limited.
Planning and organisational skillsLevel 4 of 5
58 of 72 points
Advanced organisational skills required. The job requires planning and managing complex, often overlapping tasks or schedules. The job requires a degree of autonomy and joint planning, and managing interdependencies across teams or departments.
Physical skillsLevel 0 of 5
0 of 72 points
Not applicable. The job does not require any particular physical skills (although there is likely to be some physical activity).

Responsibility

35% · 231 points▾

PeopleLevel 4 of 5
115 of 144 points
High level of responsibility for people. The job involves significant responsibility for the well-being and development of others. This includes making decisions that affect others' jobs, tasks or welfare, such as managing teams, providing care, teaching or ensuring psychological safety. It can also include hiring, evaluating, motivating, coaching and leading workers.
Goods and equipmentLevel 0 of 5
0 of 84 points
Not applicable. The job does not involve any responsibility for goods or equipment.
InformationLevel 3 of 5
58 of 96 points
Moderate responsibility for information. The job involves managing information to ensure it is accurate, of high quality and secure. The job holder may make decisions about the handling of sensitive data.
Financial resourcesLevel 3 of 5
58 of 96 points
Moderate responsibility for financial resources. The job requires handling significant financial resources, including managing budgets, overseeing expenditures, being accountable for spending and participating in financial decision-making.

Effort

15% · 65 points▾

Mental effortLevel 3 of 5
36 of 60 points
High level of mental effort. The job involves frequent concentration on complex tasks that require considerable mental effort, such as interpreting complex data.
Psychosocial and emotional effortLevel 2 of 5
29 of 72 points
Occasional psychosocial and emotional effort. The job requires occasional involvement in emotionally demanding situations, such as handling minor conflicts or dealing with upset individuals.
Physical effortLevel 0 of 5
0 of 48 points
Not applicable. The job does not require any physical effort.

Working Conditions

10% · 24 points▾

Environment (physical, psychological or emotional)Level 1 of 5
17 of 84 points
Minimal exposure to hazards or stress. The job involves little or no exposure to physical hazards (e.g. chemicals, moving equipment, noise) and minimal emotional or psychological risks (e.g. occasional routine tasks with no emotional burden). There is minor exposure to dust, dirt, fumes, noise, waste, poor lighting, etc.
Organisational environmentLevel 1 of 5
7 of 36 points
Minimal organisational demands. The job requires standard working hours with no night shifts or irregular schedules. There is little or no need for travel or digital connectivity beyond typical working hours.