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 Seattle-area senior campaign marketing manager. “The best marketing specialists really understand fundamental marketing concepts, so they can quickly bring their creative and technical expertise to any campaign.”
Inside the Marketing Specialist Role – What You Need to Know
WHAT DOES A MARKETING SPECIALIST 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 may also research target markets, analyze trends or track campaign performance data using tools such as Excel or Power BI, and they often use customer-relationship management (CRM) software to manage regular tasks and maximize leads, Targett says.
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.
ARE MARKETING SPECIALISTS IN DEMAND?
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 26% by 2032 and 7% nationally. Once on the job, marketing specialists in Washington earn a median salary of $94,300 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: 7%
Washington state: 26%
Median Salary
Nationally: $76,950
Washington state: $94,300
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.
HOW DO YOU BECOME A MARKETING SPECIALIST?
While marketing specialists can learn some industry skills on the job, Targett says you'll have a head start if 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 or product marketing.
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.”
KEEP LEARNING
Interested in advancing your career in marketing? Check out these offerings — or find the right marketing program for you.