what does a marketing executive do?

As a marketing executive, your primary duty is to develop marketing strategies and campaigns to sell products or services to consumers. Your profession is focused on driving sales, increasing revenue and building brand visibility for your company. Therefore, your work covers a range of duties, from public relations and organising events to market research and product development.

As a marketing executive, you usually work for one employer and organise their promotional events and marketing campaigns. Marketing executives in consultancy companies handle marketing campaigns for different organisations.

Depending on the business size, a marketing executive can be junior-level or senior-level. For instance, in small and medium-sized businesses, a marketing executive works closer to the senior management to advise on the best marketing strategies. However, a marketing executive takes on an entry-level role in large companies and works closely with junior marketing assistants and coordinators. Regardless of their position in a company, all marketing executives perform similar duties and can work in diverse industries. Common industries that employ marketing executives include finance, retail and media.

Would working as a marketing executive suit your passion for interacting with new people? Do you feel you can be successful in marketing? Then read on to find out what competencies and qualifications you need to thrive in a marketing executive role.

marketing executive roles

average salary of a marketing executive

According to Payscale, the average salary for a marketing executive at an entry-level position is ₹245,000 annually, while experienced professionals earn up to ₹398,000 a year. Your basic wages often depend on the company size and your educational qualifications. As you gain more expertise, your wages reflect the value you bring to the organisation. 

Besides the basic salary, marketing executives also enjoy bonuses for successful campaigns and multiple benefits. Some employers pay for overtime and add commissions for any new clients you bring to the company.

how to increase your salary as a marketing executive

As a marketing executive, your wages or salary mainly depend on your qualifications and experience. At entry level, you have minimal transferable skills, and it may take time for you to accomplish notable achievements. On the other hand, experienced marketing executives understand the market and how to ensure success. Therefore, their compensation package reflects what they have to offer.

Company size also affects your salary potential. For instance, start-ups have limited budgets and funds to spend, while large companies have unlimited resources. Large companies pay more due to the complexity and demanding nature of the work. Urban locations also have attractive salaries compared to smaller towns.

marketing executive roles
marketing executive roles

types of marketing executive

Marketing executives often wear many hats, from market research to digital marketing and public relations. Instead of juggling all these roles, you can specialise in specific areas, including:

  • market research analyst: as a marketing executive focused on market research, you assist your employer with targeted marketing. Your job is to research the market and use your knowledge of sales trends, consumer behaviour and competitors to develop marketing strategies.
  • digital marketing analyst: marketing executives focus on digital marketing through search engine optimisation and pay-per-click advertising. You also shape the social media outreach of your employer through adverts and campaigns to increase visibility.
  • international marketing executive: most marketing executives focus on one company and selling to local markets. International marketing executives often work for multinational companies to streamline marketing campaigns in various countries.

working as a marketing executive

As a marketing executive, you focus on creating strategies to distinguish your employer's products from other goods in the market. To achieve this, you break down your tasks to achieve your objectives. Read on to find out what a marketing executive role entails.


education and skills

It is essential to have the following entry qualifications and training when you start your marketing executive career:

  • bachelor's degree: employers expect a degree in marketing, advertising, business, economics or management for marketing executive roles. You may choose a Bachelor of Business Management (BBM), Bachelor of Business Administration (BBA), Bachelor of Commerce (BCom) or regular BA. For a BA, a humanities stream in your 10+2 is required. For other degrees, you can choose the commerce stream.
  • master's degree: a postgraduate certificate in marketing management or a related field is valuable if you're serious about career development. An MBA is a useful preparation to rise to more senior positions.
  • internship: once you have a degree, an internship is an excellent way to get hands-on experience. It also shows commitment to future employers.
  • certification: obtain professional certification to prove your education and show the extent of your knowledge. Certifications help to distinguish you from competitors in the job market.

skills and competencies

Some of the skills of marketing executives include:

  • communication skills: since marketing is a form of communication, you are an expert in communicating through various channels. Apart from talking to clients, your communication skills help you to develop social media posts, write adverts and compose scripts.
  • interpersonal skills: as a marketing executive, you head a team of marketing assistants. Interacting well with your team members is essential to ensure information sharing and appreciation of everyone's contribution to the team. You benefit from conflict resolution and listening skills to maintain a working relationship with your team members. 
  • people skills: your job is to ensure every potential customer you interact with is happy. Understanding customers' needs helps you develop the best approaches to use in your marketing campaigns.
  • creativity: developing interactive campaign advertisements and sales copy requires creativity. You find exciting ways to introduce a product to the market and make it relatable to the target audience.
  • analytical skills: before launching a campaign, it is crucial to analyse results from market research before introducing any products or services. You also analyse current marketing strategies and make decisions based on the results from various metrics. Your analytical skills help you draw accurate conclusions and determine the best course of action. These skills also help you identify consumer preferences and keep up with marketing trends.

FAQs about working as a marketing executive

FAQs about working as a marketing executive:

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