Marketing Communications Specialist Job Description
At their core, marketing communications specialists are responsible for increasing brand awareness for a company’s current and potential clients. Marketing communications specialists work in almost every industry, typically in traditional office settings. This is an entry-level position that requires at least a bachelor’s degree. Candidates who are creative and good at grabbing someone’s attention are good fits for this role. Marketing communications specialists typically work standard office hours, but may work overtime as needed when deadlines are close. They report directly to a marketing team manager or marketing director.
Marketing Communications Specialist Duties and Responsibilities
No two marketing communications specialists are exactly alike, as specific duties vary from employer to employer. However, after analyzing online job postings, we identified several core responsibilities common to the job:
Create Marketing Materials
Marketing communications specialists create all the marketing materials that are distributed to customers, including newsletters, emails, and brochures. They may also work with design teams to create other materials such as videos and white papers.
Distribute Marketing Materials
Once marketing materials are creating for specific marketing campaigns, marketing communications specialists are responsible for distributing them through the appropriate channels. They research both online and offline channels to learn how to best distribute marketing materials for maximum exposure.
Track Marketing Campaign Performance
After marketing campaigns are successfully underway, marketing communications specialists track their performance. They track metrics such as customer engagement and conversion rates to identify ways they can improve during future marketing campaigns.
Report on Marketing Campaign Performance
Marketing communications specialists are responsible for reporting on campaign performance. They analyze data and create presentations on that analysis to deliver to upper management.
Plan Interviews and Press Conferences
Marketing communications specialists may also be responsible for setting up interviews and press conferences as part of a marketing campaign. This involves contacting media outlets or industry experts.
Marketing Communications Specialist Skills and Qualifications
Marketing communications specialists are creative and skilled communicators. They enjoy finding the best way to present information to customers in a clear manner. Employers typically look for candidates who have at least two years of experience in a marketing position. Successful candidates also possess these skills and qualifications:
- Marketing knowledge – successful marketing communications specialists possess knowledge of marketing trends and strategies. They can also apply that knowledge to practical skills
- Creativity – marketing communications specialists are highly creative. They know how to take seemingly uninteresting concepts and translate them into campaigns that drive customer engagement and conversion
- Writing skills – marketing communications specialists are skilled writers, and they can present marketing ideas in a clear manner that even the least knowledgeable customers can understand. They often use their writing skills to translate complicated technical jargon into customer-facing materials
- Presentation skills – since marketing communications specialists report campaign performance to upper management, they need to be skilled presenters
- Communication skills – marketing communications specialists are excellent communicators. They work with a variety of teams within a company to create comprehensive marketing strategies and campaigns and also often communicate with clients
Tools of the Trade
Marketing communications specialists often work with the following tools in their daily job routine:
- Marketing software (Campaign Monitor, Google Analytics, Hubspot)
- Email marketing software (Mailchimp, Campaigner, Campaign Monitor)
- Microsoft Office Suite (Word, PowerPoint, Outlook)
- Data analytics tools (Excel, Tableau)
Marketing Communications Specialist Education and Training
Marketing communications specialists should have at least a bachelor’s degree in marketing, communications, or a related field. More advanced degrees typically offer better opportunities for growth and pay.
Marketing communications specialists typically receive training once they are hired. This training provides an opportunity to learn more about the company’s current marketing campaigns and the strategies that are being built by the marketing team.
Marketing Communications Specialist Salary and Outlook
According to the Bureau of Labor Statistics (BLS), marketing communications specialists – as listed under the market research analyst and marketing specialists category – make a median annual wage of around $63,000. Marketing communications specialists in the lowest 10 percent make a median annual wage of around $34,000 or less, while those in the highest 10 percent make a median annual wage of around $120,000 or more. Employees in this role often receive a comprehensive benefits package from their employer, including paid time off and health benefits. They usually also receive performance-based bonuses and incentives.
The BLS expects job growth of 23 percent over the course of the next 10 years. This growth is much faster than average and can be explained by an increasing need for creative and engaging marketing campaigns in all industries.
Everybody Writes: Your Go-To Guide for Creating Ridiculously Good Content – this book is based around a simple concept: everyone is a writer in a content-driven world. It serves as a guide to “attracting and retaining customers” through your written marketing content
Content That Converts: How to Build a Profitable and Predictable B2B Content Marketing Strategy – this book teaches you everything about creating creative content that converts customers to purchasing your product or service. It covers topics like how to hone conversion potential, how to develop a recurring content system, and how to effectively distribute content