<img src="https://secure.leadforensics.com/146720.png" style="display:none;"> The Role of the Marketing Director

The Role of the Marketing Director

In association with:

The Role of the Marketing Director

Marketing directors are responsible for their organisation’s marketing and communications strategies and activities, as well as overall branding and image. The marketing director is one of the most important roles in an organisation, often reporting directly to the chief executive, and they are usually board members. 

The Role of the Marketing Director course will cover what we define as the ‘Eight Skills of a Marketing Director’: 

  • Strategic thinking: a key responsibility is to set the strategic direction of marketing activities, so the marketing director must be experienced in thinking strategically 
  • Leadership: it is vital the to show leadership capabilities with a large team of marketing staff 
  • Communication: communicating ideas clearly, and remaining visible to the department and board 
  • Change management: the marketing director must be able to adapt to a world where change is frequent and unpredictable 
  • Calm under pressure: changes bring pressure and in a performance-driven sector, a marketing leader must keep their focus, especially in times of challenge 
  • Results driven: a focus on results is necessary, as the performance of a marketing director will be judged by the sales and/or results of the company 
  • Technical knowledge: understanding how technology is shaping the modern commercial environment 
  • Innovative: a successful company will develop a culture of innovation; nowhere is this more apparent than marketing, especially when getting products to market. 

Course Summary


2 Day

Delivery Method and Price:

Virtual Classroom:
Price on Enquiry

Face to Face Classroom:
Price on Enquiry


About the Programme

Marketing directors should be experienced in setting up successful marketing strategies, vital for engaging the right customers with products or services. Every sector is different, so a marketing director should devise a bespoke strategy for each business they work in. Our ‘Role of the Marketing Director’ course is designed to equip you with the tools and knowledge to carry out this critical and complex position. You will learn how to engage with the wider corporate aims of your organisation, ensuring that linked marketing strategies are aligned to them. 

The key aspect of the role is to understand the customer base and devise strategies to ensure products reach customers in the most efficient manner. Marketing directors analyse the market, as well oversee communications and work closely with sales teams. 

In periods of change and growth, an effective marketing director is critical, coordinating corporate marketing and communications and often having input into all aspects of an organisation’s strategy, including acquisitions and HR.

On completion of the course, participants will understand the responsibilities of a marketing director: 

  • Strategy setting: responsible for setting the marketing and brand strategy of the company, in both the short and long term 
  • Strategy implementation: leading implementation, including campaigns, events, digital marketing, and PR; manage social media presence and direct programmes to improve social media reputation and recognition 
  • Recruitment: to deliver these strategies, it is vital to successfully recruit a team to achieve the goals 
  • Communication: the marketing director has responsibility for ensuring marketing goals are communicated effectively across the team 
  • New product launches: this will be a key part of the marketing director’s performance and measurement of success 
  • Working with others: working closely with the product management team to define marketing materials and programmes, and with the sales team, so they can meet their objectives with appropriate tools, materials and presentations 
  • Market analysis: undertaking continuous analysis of the competitive environment and consumer trends 
  • Networking: representing their organisation effectively in the community at networking events and conferences 
  • Leadership: the marketing team will perform against the leadership standards set by the director 
  • Creativity: an element of creativity is vital in coming up with new marketing strategies 
  • Performance management: with success derived from the team’s performance, it may mean the marketing director has to take responsibility for any under-performance

Session 1

The Challenges Faced by a Marketing Director

Key themes include:

  • New product launches
  • Changing consumer habits
  • Technology
  • People management
  • Recruitment
  • Board management
  • Competition
  • Keeping personally motivated

Session 2

The Role of the Marketing Director: Different Projects

Key themes include:

  • New product launches
  • Social media campaigns
  • Website management
  • Competitor analysis
  • Brand analysis
  • Staffing projects
  • Print/offline campaigns
  • Recruitment
  • Developing Effective Systems and Teams – Meeting the Challenges
  • Value of Planning Before Execution
  • Taking Control of the Organisation’s Marketing and Communication Function

Session 3

Managing an Evolving Digital Technology Environment

Key themes include:

  • Crisis Management in Action
  • The World of Marketing in a Digital Age

Not Applicable

Matt Eld

Matt Eld


Matt is an expert in marketing strategy and business transformation. He is a senior leader with over 25 years’ experience of improving and growing businesses, gained from a variety of senior management roles. Matt has held MD and Director posts in a FTSE 250 organisation, Marketing and Communications agency and as a business owner. A CIM Marketer by background, Matt has amassed a wealth of commercial transformation and marketing communications experience. He is an accomplished communicator and is skilled at operating at all levels of the organisation, analyzing and quickly establishing business challenges and developing sustainable solutions. He has strong influencing and negotiation skills and can drive transformation change to success with authority and a clear vision. His broad range of experience covers multiple disciplines including marketing, communications and crisis management, commercial development, change management, organisational development, IT & technology deployment, project management and business improvement.

Matt is a director level project and transformation professional with demonstrated ability to create and translate strategy into measured operational performance improvement. He has extensive experience in marketing, customer acquisition, project management, organisational redesign and commercialization, which he has gained across direct and agency environments in Higher and Further Education, Media & Publishing and Local Government sectors. He is an accomplished leader and influencer from the boardroom to front line teams across multiple location.

Book Now
Download Course PDF

Is this course right for you?

  • Learn how to engage with the wider corporate aims of your organisation
  • Understand the customer base
  • Oversee communications and work closely with sales


Frequently Asked Questions

Our Reviews