Marketing Professionals: Duties by Level | AccountingWEB

Marketing Professionals: Duties by Level

 Not sure what level person you have or need? Following is a general guideline of duties by level:

Chief Marketing Officer 

• A key member of the firm’s management group, may become a partner

• Lead creation of firm’s vision & strategic plan 

• Ensure all marketing initiatives are in line with vision/plans 

• Secure all resources necessary to achieve vision/plans

• Account for and present results 

• Strong community presence 

• May consult with firm’s clients (yes, chargeable)

• Facilitate retreats and meetings 

• Orchestrate internal and external communication 

• Oversee all functions below

Marketing Director

• Assist with strategic planning 

• Create industry specific or service specific marketing plans 

• Provide/outsource team member training 

• Perform/outsource market research, summarize findings 

• Handle/outsource advertising and PR: plan, launch, evaluate campaigns

• Develop proposal strategy, pricing issues, etc. 

• Edit collateral materials, supervise/outsource design 

• Client satisfaction program: audit or interview clients, evaluate quality of all “points of contact” 

• Develop/outsource surveys, interpret findings 

• May consult with firm’s clients (billable services) 

• Oversee all functions below

Marketing Manager

• Write/edit copy (may even ghost write articles for technical persons) 

• Guide industry or service teams

• Prepare/monitor marketing budgets, foresee problems 

• Draft and edit proposals 

• Place articles and advertisements 

• Implement client surveys and resulting action plans 

• Oversee all functions below

Marketing Coordinator 

• Research and draft copy 

• Support industry or service teams

• Desktop publishing 

• Proposal preparation and tracking 

• Database creation, reporting 

• Event planning: facilities, materials coordination 

• Internal newsletters 

• Web maintenance 

Marketing Assistant 

• Distribute press-releases 

• Some desk-top publishing 

• Finishing touches to proposals (production and bindery) 

• Execute mailings 

• Database maintenance 

• Tabulate survey results 

• Event planning: RSVPs, name badges, other details 

Marketing is complex and different initiatives require different skill sets. No single person is an expert in every aspect of marketing. This should be expected and understood by partners, and not held against the marketer.

One person can certainly do (or oversee) many of these things but, if you have a fairly high-level person, be certain that he or she has authority to obtain additional resources (temporary or permanent) when needed. 

It is highly likely that every marketer will need to outsource some projects, at one time or another, to round out his or her talents; especially if your marketer is a lone soldier in your firm. Outsourcing is an efficient way to maximize your solo marketer.

If you have a diverse marketer who can do most everything listed above, count yourself lucky and appreciate your marketer even more!


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by Michelle Golden - Michelle is a change-agent in the accounting profession. She helps firms address the stuff that holds them back from progress in business development and operational improvements. She’s also on the forefront of social media marketing. 

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