Marketing

Summary

The Market Research job family is comprising roles focused on designing, conducting, and analysing research to support marketing and business decision-making. The range of roles includes, but is not limited to, market research analysts, consumer insights managers, survey researchers, and competitive intelligence specialists. These positions are found in market research agencies, corporate marketing departments, consulting firms, and public sector organisations. The overarching objective is to provide reliable, actionable insights about markets, consumers, competitors, and industry trends that enable the organisation to make informed strategic and tactical decisions.

Typical Activities

• Designing and conducting primary research studies, including surveys, focus groups, interviews, and observational studies, to gather data on consumer attitudes, preferences, and behaviours.
• Analysing quantitative and qualitative data from internal and external sources, using statistical tools and research methodologies, to identify trends, patterns, and actionable insights.
• Preparing and presenting research reports, dashboards, and recommendations to marketing leadership and cross-functional stakeholders to inform campaign planning, product development, and pricing decisions.
• Monitoring competitive activity, market developments, and emerging consumer trends to maintain a current and comprehensive understanding of the competitive landscape.
• Managing relationships with external research agencies and data providers, including briefing, quality oversight, and evaluation of third-party research deliverables.

Synonyms or related job titles

Market Research Analyst, Consumer Insights Manager, Survey Researcher, Competitive Intelligence Specialist, Market Analyst, Research Executive, Insights Analyst, Marketing Research Manager.

Summary

The Product Management job family is comprising roles responsible for guiding products and services through their entire lifecycle, from conception and development to market launch and ongoing improvement. The range of roles includes, but is not limited to, product managers, product owners, product analysts, and product directors. These positions are found in technology, consumer goods, financial services, healthcare, and other sectors where product strategy is central to business performance. The overarching objective is to define product vision and strategy, prioritise development efforts, and ensure that products meet customer needs and deliver commercial value for the organisation.

Typical Activities

• Defining product vision, strategy, and roadmaps based on market research, customer feedback, competitive analysis, and alignment with the organisation's commercial objectives.
• Gathering and prioritising product requirements by engaging with customers, sales teams, and internal stakeholders, and translating these requirements into clear specifications for development teams.
• Managing the product development lifecycle, coordinating with engineering, design, and quality teams to ensure products are delivered on time, within budget, and to the required standard.
• Analysing product performance data, including sales figures, usage metrics, and customer satisfaction scores, to identify opportunities for improvement, extension, or retirement.
• Collaborating with marketing and sales teams to develop go-to-market strategies, product positioning, pricing recommendations, and launch plans.

Synonyms or related job titles

Product Manager, Product Owner, Product Analyst, Product Director, Product Strategist, Product Development Manager, Product Marketing Manager, Product Coordinator.

Summary

The Pricing job family is comprising roles focused on developing, analysing, and managing pricing strategies for products and services. The range of roles includes, but is not limited to, pricing analysts, pricing managers, revenue management specialists, and commercial pricing strategists. These positions are found in retail, manufacturing, technology, financial services, airlines, hospitality, and other sectors where pricing has a significant impact on profitability and competitiveness. The overarching objective is to set and optimise prices that maximise revenue and margin while remaining competitive in the marketplace and aligned with the organisation's commercial and brand strategy.

Typical Activities

• Developing and maintaining pricing models, including cost-plus, value-based, competitive, and dynamic pricing approaches, tailored to the organisation's products, markets, and channels.
• Conducting pricing analysis and market benchmarking to assess competitiveness, identify margin improvement opportunities, and support commercial negotiations.
• Collaborating with sales, marketing, finance, and product teams to align pricing strategy with broader commercial objectives, promotional plans, and product positioning.
• Monitoring market dynamics, competitor pricing activity, and customer price sensitivity to recommend timely adjustments that protect or improve the organisation's market position.
• Preparing pricing recommendations, impact assessments, and performance reports for senior leadership, supported by clear data analysis and commercial rationale.

Synonyms or related job titles

Pricing Analyst, Pricing Manager, Revenue Management Specialist, Commercial Pricing Strategist, Pricing Coordinator, Revenue Optimisation Analyst, Pricing Specialist, Rate Analyst.

Summary

The Product and Marketing Communications job family is comprising roles responsible for planning, developing, and executing communications programmes that support the marketing and sales of products and services. The range of roles includes, but is not limited to, marketing communications managers, content strategists, copywriters, public relations specialists, and product communications leads. These positions are found in corporate marketing departments, communications agencies, technology companies, and consumer goods organisations. The overarching objective is to create clear, compelling, and consistent messaging that builds product awareness, educates target audiences, supports the sales cycle, and reinforces the organisation's brand positioning.

Typical Activities

• Developing and executing integrated marketing communications strategies, including advertising, public relations, content marketing, email campaigns, and thought leadership programmes.
• Creating compelling content such as product messaging, press releases, case studies, white papers, blog posts, and social media copy that supports product positioning and sales enablement.
• Collaborating with product management, sales, and creative teams to ensure communications are aligned with product launch plans, value propositions, and customer needs.
• Managing social media content calendars, editorial plans, and content distribution schedules to maintain a consistent cadence of communications across all channels.
• Measuring the effectiveness of marketing communications using engagement metrics, media coverage analysis, and lead generation data, and recommending adjustments to improve performance.

Synonyms or related job titles

Marketing Communications Manager, Content Strategist, Copywriter, Public Relations Specialist, Product Communications Lead, MarCom Manager, Communications Coordinator, Content Marketing Manager.

Summary

The Brand Marketing job family is comprising roles focused on building, managing, and strengthening the identity and perception of an organisation's brands. The range of roles includes, but is not limited to, brand managers, brand strategists, brand marketing directors, and brand analysts. These positions are found across consumer goods, retail, technology, hospitality, and other sectors, as well as in branding agencies and consultancies. The overarching objective is to develop and execute brand strategies that differentiate the organisation in the marketplace, build consumer loyalty, and drive long-term brand equity and commercial value.

Typical Activities

• Developing and executing comprehensive brand strategies that define brand positioning, messaging, visual identity, and tone of voice across all customer touchpoints.
• Planning and managing brand marketing campaigns, including advertising, sponsorships, events, and partnerships, to build awareness and drive preference among target audiences.
• Conducting brand health research, including tracking studies, sentiment analysis, and competitive benchmarking, to measure brand performance and inform strategic decisions.
• Ensuring consistency of brand expression across all channels and markets by establishing and enforcing brand guidelines, and collaborating with internal teams and external partners.
• Analysing market trends, consumer insights, and competitor activity to identify opportunities for brand growth, extension, or repositioning.

Synonyms or related job titles

Brand Manager, Brand Strategist, Brand Marketing Director, Brand Analyst, Brand Communications Manager, Brand Equity Manager, Brand Marketing Specialist, Brand Coordinator.

Summary

The Trade Marketing job family is comprising roles focused on developing and executing marketing strategies directed at trade partners, distributors, and retailers to increase product demand at the point of sale. The range of roles includes, but is not limited to, trade marketing managers, shopper marketing specialists, key account marketing coordinators, and category development managers. These positions are found primarily in consumer goods, food and beverage, and manufacturing organisations that sell through wholesale, retail, or distribution channels. The overarching objective is to strengthen the organisation's presence and performance in trade channels by aligning marketing activity with the needs and objectives of retail and distribution partners.

Typical Activities

• Developing and implementing trade marketing strategies and plans that support product listing, placement, and promotion across retail and distribution channels.
• Designing and producing point-of-sale materials, trade promotions, and in-store merchandising programmes that drive product visibility and shopper conversion.
• Coordinating with key account managers, sales teams, and retail partners to align trade marketing activity with account plans, seasonal calendars, and category objectives.
• Analysing sales data, market share information, and shopper insights to evaluate trade marketing effectiveness and identify opportunities for growth within specific channels or accounts.
• Managing trade marketing budgets and tracking expenditure against planned activity, ensuring that investment is allocated efficiently and delivers measurable returns.

Synonyms or related job titles

Trade Marketing Manager, Shopper Marketing Specialist, Key Account Marketing Coordinator, Category Development Manager, Trade Marketing Analyst, Channel Marketing Manager, Retail Marketing Specialist, Trade Marketing Executive.

Summary

The E-Commerce Marketing job family is comprising roles dedicated to planning, executing, and optimising marketing initiatives that drive online sales and traffic through digital storefronts and marketplaces. The range of roles includes, but is not limited to, e-commerce marketing managers, online merchandisers, conversion rate optimisation specialists, and digital trading managers. These positions are found in retail organisations, direct-to-consumer brands, marketplace operators, and technology companies. The overarching objective is to maximise online revenue and customer lifetime value by attracting, engaging, and converting digital shoppers through targeted marketing, personalisation, and data-driven optimisation of the online customer journey.

Typical Activities

• Developing and executing digital marketing campaigns, including search engine optimisation, paid search, email marketing, and social commerce, to drive traffic and sales through e-commerce channels.
• Managing online merchandising and product presentation, including product listings, promotional banners, and category pages, to enhance discoverability and conversion.
• Analysing website traffic, user behaviour, and sales data to identify trends, diagnose conversion bottlenecks, and recommend improvements to the online customer experience.
• Coordinating promotional activity, including seasonal sales, flash promotions, and loyalty programmes, in collaboration with buying, pricing, and fulfilment teams.
• Testing and implementing website enhancements, including A/B testing of page layouts, checkout flows, and personalisation strategies, to improve conversion rates and average order value.

Synonyms or related job titles

E-Commerce Marketing Manager, Online Merchandiser, Digital Trading Manager, Conversion Rate Optimisation Specialist, E-Commerce Analyst, Online Marketing Specialist, Digital Commerce Manager, E-Commerce Coordinator.

Summary

The Business Development job family is comprising roles focused on identifying, pursuing, and securing new business opportunities to drive organisational growth. The range of roles includes, but is not limited to, business development managers, partnership managers, growth strategists, and client acquisition specialists. These positions are found across all industries, with particular prevalence in professional services, technology, financial services, and consulting firms. The overarching objective is to expand the organisation's market presence and revenue base by cultivating strategic partnerships, identifying new markets, and developing propositions that attract and retain customers and clients.

Typical Activities

• Identifying and evaluating new business opportunities, including potential partnerships, market segments, distribution channels, and client prospects, through research and networking.
• Building and maintaining relationships with prospective clients, partners, and key stakeholders to develop a robust pipeline of growth opportunities.
• Developing and presenting business proposals, pitch decks, and value propositions tailored to the needs of prospective clients and partners.
• Collaborating with marketing, product, and sales teams to align business development initiatives with the organisation's strategic priorities and go-to-market plans.
• Tracking and reporting on business development activity, conversion rates, and revenue contribution to inform forecasting and strategic planning.

Synonyms or related job titles

Business Development Manager, Partnership Manager, Growth Strategist, Client Acquisition Specialist, Business Development Executive, Strategic Partnerships Manager, New Business Manager, Business Development Analyst.

Please match in this collective family all specialized Marketing jobs that cannot be assigned to one of the above-mentioned families. Competencies from the parent family will be shown. A selection of parent family-specific Benchmark Job Matches is available and can be selected manually. The availability of benchmark job matches depends on the survey vendor chosen.

Summary

The Advertising job family is comprising roles focused on the planning, creation, and execution of advertising campaigns designed to promote products, services, or brands. The range of roles includes, but is not limited to, advertising managers, media planners, copywriters, art directors, and account executives. These positions are found in advertising agencies, in-house marketing departments, media companies, and digital platforms. The overarching objective is to develop persuasive and creative messaging that reaches target audiences through appropriate channels, builds brand recognition, and drives measurable business outcomes.

Typical Activities

• Planning and managing advertising campaigns from concept through to execution, including setting objectives, defining target audiences, and selecting appropriate media channels.
• Creating compelling advertising copy, visual concepts, and multimedia content that align with brand guidelines and campaign objectives.
• Conducting market research and analysing audience demographics, media consumption habits, and competitive advertising activity to inform campaign strategy.
• Negotiating media placements and managing advertising budgets to maximise reach, frequency, and return on investment across print, broadcast, digital, and out-of-home channels.
• Evaluating campaign performance using analytics tools and audience metrics, and recommending adjustments to improve effectiveness and efficiency.

Synonyms or related job titles

Advertising Manager, Media Planner, Copywriter, Art Director, Account Executive, Advertising Coordinator, Media Buyer, Creative Director.

1. Advertising Creative Digital

Summary

The Advertising Creative Digital job family is comprising roles dedicated to the development and execution of digital advertising campaigns across online platforms. The range of roles includes, but is not limited to, digital advertising managers, digital copywriters, paid media specialists, social media advertisers, and programmatic campaign managers. These positions are found in digital agencies, in-house marketing teams, technology companies, and e-commerce organisations. The overarching objective is to create and deliver targeted, data-driven digital advertising that engages audiences across search, social media, display, video, and other online channels, and generates measurable returns for the organisation.

Typical Activities

• Designing and launching online advertising campaigns across platforms such as search engines, social media networks, display networks, and video streaming services.
• Monitoring, analysing, and optimising digital campaign performance using analytics dashboards, A/B testing, and audience segmentation to maximise engagement and conversion rates.
• Developing creative digital assets, including banner advertisements, social media content, landing pages, and email marketing materials, in collaboration with designers and copywriters.
• Managing digital advertising budgets and bidding strategies, ensuring efficient allocation of spend across paid search, paid social, and programmatic display channels.
• Staying current with emerging digital advertising technologies, platform algorithm changes, and industry best practices to maintain competitive campaign performance.

Synonyms or related job titles

Digital Advertising Manager, Online Advertising Specialist, Paid Media Specialist, Digital Campaign Manager, Programmatic Advertising Manager, Social Media Advertiser, Digital Marketing Executive, SEM Specialist.

2. Advertising Creative Print

Summary

The Advertising Creative Print job family is comprising roles focused on the design, production, and delivery of advertising and promotional materials for print media. The range of roles includes, but is not limited to, print designers, layout artists, print production managers, and print advertising coordinators. These positions are found in advertising agencies, publishing houses, in-house creative departments, and print production studios. The overarching objective is to produce visually compelling and brand-consistent print advertisements, brochures, posters, and other collateral that capture audience attention, communicate key messages, and support broader marketing campaigns.

Typical Activities

• Designing and producing print advertising materials such as magazine and newspaper advertisements, brochures, flyers, posters, and direct mail pieces, ensuring alignment with brand guidelines.
• Collaborating with copywriters, photographers, and illustrators to develop creative concepts and final artwork for print campaigns.
• Managing the print production process from pre-press preparation through to final output, including liaising with external printers and ensuring quality standards are met.
• Reviewing and approving proofs, colour separations, and layouts to ensure accuracy, consistency, and adherence to technical specifications before publication.
• Monitoring the performance and reach of print campaigns by tracking response rates, coupon redemptions, and other measurable indicators to inform future creative decisions.

Synonyms or related job titles

Print Designer, Print Advertising Coordinator, Layout Artist, Print Production Manager, Graphic Designer (Print), Print Campaign Specialist, Creative Artworker, Print Media Planner.

3. Advertising Creative Radio

Summary

The Advertising Creative Radio job family is comprising roles focused on the creation and distribution of advertising content for radio and other audio channels, including podcasts and streaming audio platforms. The range of roles includes, but is not limited to, radio advertising producers, audio copywriters, voice-over directors, and audio campaign managers. These positions are found in radio stations, advertising agencies, podcast production companies, and in-house marketing teams. The overarching objective is to craft engaging audio advertisements and sponsorship content that effectively communicates brand messages, captures listener attention, and drives measurable audience response.

Typical Activities

• Creating and producing audio advertising content for radio broadcasts, podcasts, and streaming platforms, including scripting, voice-over direction, and sound design.
• Coordinating with media planners and buyers to schedule radio and audio advertising placements that reach target demographics at optimal times and frequencies.
• Collaborating with print and digital advertising teams to develop cohesive, multi-channel campaigns that reinforce brand messaging across all media formats.
• Monitoring and evaluating the performance of radio and audio campaigns using listener metrics, survey data, and attribution tools, and recommending creative or scheduling adjustments to improve results.

Synonyms or related job titles

Radio Advertising Producer, Audio Copywriter, Radio Campaign Manager, Audio Advertising Specialist, Voice-Over Director, Podcast Advertising Coordinator, Radio Media Planner, Audio Creative Producer.

4. Advertising Creative Television

Summary

The Advertising Creative Television job family is comprising roles focused on the creation and production of advertising content for television and online video platforms. The range of roles includes, but is not limited to, television advertising producers, commercial directors, video copywriters, and broadcast campaign managers. These positions are found in television networks, advertising agencies, production houses, and in-house creative departments. The overarching objective is to develop high-quality video advertisements and commercial content that engages viewers, communicates brand messages with impact, and drives measurable audience action across broadcast and digital video channels.

Typical Activities

• Creating and producing television commercials and online video advertisements, overseeing all stages from concept development and storyboarding through to filming, editing, and post-production.
• Collaborating with creative teams, including directors, cinematographers, and editors, to ensure that video content meets brand standards and campaign objectives.
• Coordinating with media planners and buyers to schedule television and video advertising placements that align with target audience viewing habits and campaign budgets.
• Monitoring and evaluating the performance of television and video campaigns using viewership ratings, online engagement metrics, and attribution data, and recommending adjustments to improve effectiveness.

Synonyms or related job titles

Television Advertising Producer, Commercial Director, Broadcast Campaign Manager, Video Advertising Specialist, TV Copywriter, Video Creative Producer, Broadcast Media Planner, Commercial Production Manager.

Summary

The Event and Venue Management job family comprising roles responsible for the planning, coordination, and delivery of events and the management of venue operations. The range of roles includes, but is not limited to, event managers, venue managers, conference coordinators, exhibition organisers, and corporate event planners. These positions are found in marketing departments, event agencies, hospitality organisations, conference centres, and trade show companies. The overarching objective is to deliver engaging, well-organised events and venue experiences that achieve marketing objectives, strengthen stakeholder relationships, and enhance the organisation's brand presence.

Typical Activities

• Planning and managing corporate events, conferences, trade shows, product launches, and promotional events from initial briefing through to on-site execution and post-event evaluation.
• Liaising with clients and internal stakeholders to understand event objectives, develop proposals, set budgets, and agree on timelines and deliverables.
• Coordinating with vendors, caterers, audio-visual providers, and other suppliers to secure services and ensure all logistical requirements are met to a high standard.
• Managing venue operations, including booking, facilities setup, capacity planning, health and safety compliance, and front-of-house services.
• Evaluating event outcomes by collecting attendee feedback, analysing participation data, and preparing post-event reports to measure return on investment and inform future planning.

Synonyms or related job titles

Event Manager, Venue Manager, Conference Coordinator, Exhibition Organiser, Corporate Event Planner, Event Producer, Venue Operations Manager, Events Marketing Coordinator.

Summary

The Localization and Translation job family is comprising roles responsible for translating written materials and adapting content for specific markets, languages, and cultures. The range of roles includes, but is not limited to, translators, localization managers, localization engineers, linguistic quality specialists, and cultural consultants. These positions are found in multinational corporations, localization agencies, technology companies, publishing houses, and any organisation operating across linguistic or cultural boundaries. The overarching objective is to ensure that marketing materials, product content, software interfaces, and corporate communications resonate with local audiences while maintaining the accuracy, tone, and intent of the original content.

Typical Activities

• Translating marketing materials, product documentation, websites, and multimedia content from source languages into target languages, preserving meaning, tone, and brand voice.
• Adapting content for local markets by considering cultural norms, regulatory requirements, visual conventions, and consumer expectations in each target region.
• Managing localization projects from briefing through delivery, including coordinating with translators, reviewers, and desktop publishing specialists to meet quality standards and deadlines.
• Conducting linguistic quality assurance reviews on translated materials to verify accuracy, consistency, and adherence to approved terminology and style guides.
• Collaborating with marketing, product, and engineering teams to integrate localization workflows into content creation and product development processes.

Synonyms or related job titles

Translator, Localization Manager, Localization Engineer, Linguistic Quality Specialist, Localization Coordinator, Translation Project Manager, Cultural Consultant, Localization Analyst.

Summary

The Promotions job family is comprising roles focused on the planning, execution, and evaluation of promotional campaigns and activities designed to stimulate short-term sales, increase product visibility, and engage target audiences. The range of roles includes, but is not limited to, promotions managers, trade promotions coordinators, field marketing representatives, and promotional campaign analysts. These positions are found in consumer goods, retail, hospitality, entertainment, and media organisations, as well as in promotional marketing agencies. The overarching objective is to deliver well-targeted promotional activity that generates consumer interest, drives trial and purchase, and supports the organisation's broader marketing and sales goals.

Typical Activities

• Planning and executing promotional campaigns, including in-store promotions, sampling programmes, competitions, loyalty initiatives, and coupon-based offers, in collaboration with sales and marketing teams.
• Developing promotional materials such as point-of-sale displays, flyers, digital assets, and merchandising kits, ensuring alignment with brand guidelines and campaign objectives.
• Coordinating promotional activity across multiple channels and retail partners, managing timelines, budgets, and logistics to ensure smooth and timely delivery.
• Monitoring and evaluating the performance of promotional campaigns using sales uplift data, redemption rates, and customer engagement metrics, and preparing post-campaign reports with recommendations for improvement.

Synonyms or related job titles

Promotions Manager, Trade Promotions Coordinator, Field Marketing Representative, Promotional Campaign Analyst, Promotions Specialist, Promotions Executive, Sales Promotion Manager, Incentive Programme Coordinator.