When it’s time to launch a marketing campaign, marketing specialists spring into action.
As junior members of marketing teams, these specialists execute tactics in a variety of communication channels to bring integrated marketing plans to life.
“Marketing specialists are all about communication,” said Stewart Meyer, head of marketing for Amazon Kids. “Anytime there’s a place where consumers are spending time — in person or online — then there’s a way to connect with them and engage with them as a brand and as a business.”
WHAT MARKETING SPECIALISTs DO
Some marketing specialists are experts in specific channels, such as social media, email marketing, events or public relations. Meyer said others focus on market segments, such as business-to-business marketing, product development or sales lead generation.
Marketing specialists often use marketing-automation software, such as Constant Contact or Salesforce Marketing Cloud, to manage regular tasks and maximize leads, Meyer said. They may also be tasked to research target markets, analyze trends, or track campaign performance data using tools such as Excel or Power BI. Skills like these can be learned on the job, he said.
Marketing specialists may also work with other departments within companies or agencies. For example, Meyer said they might work with a graphic designer to produce print materials or web pages, or team up with a business analyst to understand campaign budgets and ROI (return on investment).
MARKETINGS JOBS ARE ON THE RISE
Good news for aspiring marketers in the state of Washington: the O*NET career website projects that jobs for marketing specialists will increase 28% here by 2028, and 18% nationally. Once on the job, marketing specialists in Washington earn a median salary of over $83,000 per year.
Meyer said successful marketing is a key factor in the economic growth of the Puget Sound area’s unique business ecosystem, including tech enterprises, startups, health care and higher education.
projected job growth
Washington state: 28%
Washington state: $83,880
Source: O*NET OnLine
“This region is growing, so that means more customers, and more new businesses,” Meyer said. “And anytime you need to understand what customers are doing and how to connect with them, you’re hopefully investing in marketing.”
He said companies are hiring marketers to harness the potential of new technologies and data platforms. In the Seattle area, marketing efforts are in constant motion at flagship businesses, including Amazon, Microsoft, Starbucks and Zillow. There’s also demand for marketers from Bay Area businesses with satellite offices here, such as Facebook and Google, he said.
WHAT MARKETING SPECIALISTS NEED TO KNOW
Marketing specialists must be strong communicators who can understand consumer insights, Meyer said. Any undergraduate degree can be helpful to get started in marketing. He said experience in fields like business, psychology and behavioral science or working in retail can also be a plus.
“So much of marketing is connecting with people, and thinking about consumers and what drives their purchase decisions,” Meyer said.
HOW TO GET STARTED IN MARKETING
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