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Marketing and research director skills for your resume and career

Updated January 8, 2025

4 min read

Quoted experts

Erin Steffes Ph.D.,

Erin Steffes Ph.D.

Below we've compiled a list of the most critical marketing and research director skills. We ranked the top skills for marketing and research directors based on the percentage of resumes they appeared on. For example, 14.6% of marketing and research director resumes contained market research as a skill. Continue reading to find out what skills a marketing and research director needs to be successful in the workplace.

15 marketing and research director skills for your resume and career

1. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how marketing and research directors use market research:

Provide weekly market research based on rating updates and trends analyzing network information to identify opportunities for increased sales.
Established primary market research and analysis function and managed all online member surveys.

2. Linkedin

Here's how marketing and research directors use linkedin:

Managed social media initiatives including Facebook and LinkedIn.
Developed social ads, initiated LinkedIn procurement group.

3. Research Data

Here's how marketing and research directors use research data:

Managed selection of and transition between research databases and software systems resulting in department-wide access to data.

4. Research Findings

Here's how marketing and research directors use research findings:

Research findings helped identify and target campaigns which led to increased donor participation.
Recognized for delivering high quality quantitative and qualitative research findings.

5. Research Projects

Here's how marketing and research directors use research projects:

Coordinated marketing research projects including recruiting, supervision of interviewers, data entry, and statistical analysis.
Research projects include segmentation, market structure, ATU, message testing, concept and forecasting.

6. Primary Research

Primary research is a type of study wherein the researcher, marketing research analyst, and other related professionals conduct and execute the analysis. This means that it involves a direct source of information through an interview process, survey forms, questionnaires, focus group discussion, observation, and other research methods.

Here's how marketing and research directors use primary research:

Earned VIP Award for Innovation Excellence -- Streamlined, boosted value in primary research and secondary data investments / workflows.
Supported Product and Marketing Communications Groups with primary research.

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7. Sales Support

Sales support refers to a variety of functions that help sales reps focus on selling and closing deals. Sales support performs a variety of tasks that result in faster sales cycles, lower costs, and higher revenue. Sales support tasks include interviewing and tracking sales leads, matching offers to sales packages, monitoring sales and sales team performance, collecting sales data, providing training and customer service, and managing customers.

Here's how marketing and research directors use sales support:

Provided both high-level corporate decision support and tactical field sales support through research on competitors, industry trends and technology.
Review pertinent information with sales staff and generate new sales support materials based on relevant information received from My Network.

8. Research Studies

Here's how marketing and research directors use research studies:

Designed and executed a wide variety of quantitative marketing research studies to provide insight into consumer attitudes and preferences.
Conducted secondary research studies, competitive analysis, product comparison and analysis, as well as product development.

9. MRI

Magnetic Resonance Imaging (MRI) is a non-invasive and painless procedure that uses strong magnetic fields, radio waves, and computers to create detailed and cross images of the body's inner parts. MRI scanner can detect anomalies inside the brain and spinal cord, find tumors or cysts, detect heart, liver, and other abdominal organ problems, and many more. MRIs are very useful in studying soft tissues and the nervous system. Aside from diagnosing diseases, doctors also use MRI to check how well you have recovered from a particular treatment.

Here's how marketing and research directors use mri:

Managed and balanced annual syndicated research budget, including MRI, Nielsen, SRDS vendors.

10. Integrated Marketing

Here's how marketing and research directors use integrated marketing:

Developed Integrated Marketing Plans for all ISC owned facilities.
Developed an integrated marketing program including data based analysis, personalized direct mail and emails linked to a private social network.

11. R

R is a free software environment and a language used by programmers for statistical computing. The R programming language is famously used for data analysis by data scientists.

Here's how marketing and research directors use r:

Key customers included: Walmart, Target, Best Buy, Amazon, GameStop, and Toys R Us.
Launch was supported by a direct response TV campaign which resulted in the successful sell into Walgreens and Toys R Us.

12. Product Development

Product development is the complete procedure of creating a product from concept until release of the final product. Product development has many stages after which a product is released into the market. Identifying the need, creating the opportunity, conceptualizing a product, and providing a solution, all are different stages of product development.

Here's how marketing and research directors use product development:

Developed and implemented a corporate-wide new product development framework for generating, screening and implementing new product ideas.
Directed the company's transition from a small new product development consulting firm to a full-service marketing research provider.

13. Sales Presentations

Here's how marketing and research directors use sales presentations:

Create all sales presentations including new business presentations.
Assisted in key sales opportunities, developed sales presentations, and provided client support.

14. Business Model

A business model describes the core of a company's profit-making plan. The model states how an organization creates, delivers, and captures value in economic, social, or cultural contexts. It helps define what products or services a company will sell.

Here's how marketing and research directors use business model:

Assessed media category, successfully mapping opportunities for growing share and revenue through segmented business models and creating outside partnerships.
Devised business models and execution steps for both enterprise and developer segments.

15. Consumer Insights

Here's how marketing and research directors use consumer insights:

Influenced marketing strategies for e-commerce products including online subscriptions by providing key consumer insights from quantitative online surveys.
Created brand position, communication, marketing and promotional campaigns grounded in consumer insights and research.

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What skills help Marketing And Research Directors find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on marketing and research director resumes?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

Entry-level marketing positions span a wide range of responsibilities, and as such, there are many different skill sets depending on the job itself. For example, many recent grads will pursue a position in digital marketing wherein proficiencies in search engine optimization, online advertising, web design, and data analytics are key skill sets. On the other hand, many recent grads pursue a career in sales wherein proficiencies in business development, networking, personal selling, and data analytics are valued. Someone hiring for a general marketing coordinator position would likely look for a candidate with a solid understanding of marketing theory and excellent critical and creative thinking skills.

What soft skills should all marketing and research directors possess?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

Students often underestimate the importance of soft skills. To succeed in a marketing career, you need to be able to communicate effectively both verbally and in writing, work well in a team environment, use critical and creative thinking, and get along with others. On an individual level, successful marketers are typically good time managers, decisive, adaptable to change, good listeners, and open to feedback. Emotional intelligence plays a significant role in one's career progression and success.

What hard/technical skills are most important for marketing and research directors?

Erin Steffes Ph.D.

Department Chair and Professor, Towson University

As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.

What marketing and research director skills would you recommend for someone trying to advance their career?

Stephanie Dellande

Professor, Menlo College

Taking a gap year is a deliberate act, not flying by the seat of one's pants, i.e., just figuring things out as you go along. It entails establishing a plan prior to that year. Determining how the time will be spent is key to realizing a successful outcome. It is highly recommended to have a strategy on the specifics of what will be done during the year; otherwise, risk being unproductive. Reasons for taking a gap year are varied. Perhaps to reflect (on the past, present, future), ponder potential goals, and/or recalibrate. It is also a viable way to manage burnout. The gap year offers an opportunity to travel (experience other cultures), volunteer (for a cause of interest), learn new skills by experimenting with different types of jobs, etc. However, a gap year is not without its pitfalls. For example, it may be difficult going back to regular life, reinforcing the importance of having a plan at the outset.

What technical skills for a marketing and research director stand out to employers?

Ira Harris Ph.D.

Professor, General Faculty, Director, M.S. in Commerce Program, University of Virginia

Graduates must not be complacent and assume their skill base will endure over a long period; they must continue to engage and learn in order to understand changes in the landscape and add value. Beyond listing specific computer software or hardware skills, we know from working so closely with employers to place our students that they are looking for students who possess excellent communication skills - including technical communication. Along the lines of communicating, employers seek graduates with the ability to analyze and succinctly synthesize sometimes ambiguous information. Finally, showcasing flexibility and an interest in learning will be important to employers.

Do you want to know more?

List of marketing and research director skills to add to your resume

The most important skills for a marketing and research director resume and required skills for a marketing and research director to have include:

Market Research
Linkedin
Research Data
Research Findings
Research Projects
Primary Research
Sales Support
Research Studies
MRI
Integrated Marketing
R
Product Development
Sales Presentations
Business Model

Consumer Insights
Sales Tools
Product Line
Copywriting
Content Marketing
Competitive Intelligence
Market Trends
Press Releases
Business Development
Quantitative Research
GIS
Competitive Analysis
Data Collection
Vendor Relationships

Research Efforts
RFP
PowerPoint
Research Function
ROI
Research Budget
Sales Materials
Research Plans
Trade Shows
Market Analysis
Facebook
Direct Reports
Client Relationships

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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