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 various communication channels to bring integrated marketing plans to life.
“Modern marketing is constantly developing,” says Lucy Targett, a senior campaign marketing manager at Hiya. “The best marketing specialists really understand fundamental marketing concepts, so they can quickly bring their creative and technical expertise to any campaign.”
WHAT MARKETING SPECIALISTS DO
Some marketing specialists focus their efforts on specific channels, such as social media, email marketing, events or public relations. In contrast, others may focus on market segments, such as business-to-business marketing, product marketing or demand generation.
Marketing specialists often use customer-relationship management (CRM) software to manage regular tasks and maximize leads, according to Targett, who teaches about a variety of marketing channels as an instructor for UWPCE’s Marketing Foundations course.
Marketing specialists may also research target markets, analyze trends or track campaign performance data using tools such as Excel or Power BI.
Sometimes, marketing specialists may work with colleagues from other departments within companies or agencies. For example, they may team up with a graphic designer or data visualization pro to produce print materials or web pages, or work with a business analyst to understand campaign budgets and metrics for success.
MARKETINGS JOBS ARE ON THE RISE
Good news for aspiring marketers in the state of Washington: O*NET OnLine projects that the number of jobs for marketing specialists will increase by 43% by 2030 and 13% nationally. Once on the job, marketing specialists in Washington earn a median salary of $96,960 per year.
According to Stewart Meyer, an experienced Seattle-area marketing executive and affiliate instructor for UW’s Communication Leadership program, successful marketing has been a key factor in the economic growth of the Puget Sound area’s unique business ecosystem, which includes tech enterprises, startups, health care and higher education.
projected job growth
Nationally: 13%
Washington state: 43%
Median Salary
Nationally: $74,680
Washington state: $96,960
Source: O*NET OnLine
“Anytime you need to understand what customers are doing and how to connect with them, you’re hopefully investing in marketing,” Meyer says.
In the Seattle area, marketing efforts are in constant motion at flagship businesses, including Amazon, Expedia, Microsoft and Starbucks. According to Lightcast labor statistics, there’s also demand for marketers from software publishing firms, as well as the science and tech industries.
WHAT MARKETING SPECIALISTS NEED TO KNOW
While marketing specialists can learn some industry skills on the job, Targett says a course like Marketing Foundations can help you gain basic knowledge about how to develop creative materials or write a marketing plan before taking on your first marketing gig.
“Starting with a foundational understanding of marketing helps you prepare to further your marketing knowledge,” Targett says. “It can also deepen your understanding of sales and product development and help you become a more aware consumer.”
Any college-level experience can be helpful if you’re ready to advance your career in marketing or learn more about a particular aspect of the industry, such as digital marketing, product marketing or search engine optimization (SEO).
Meyer says education or professional experience in fields like business, psychology, behavioral science and retail can be a plus. That’s because marketing specialists must be strong communicators who can understand consumer insights, Meyer explains.
“Marketing specialists are all about communication,” Meyer says. “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.”
HOW TO GET STARTED IN MARKETING
Interested in starting or advancing your career in marketing? Check out these offerings — or find the right marketing program for you.