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Marketing executive skills for your resume and career

Q: What is B2B marketing?

B2B (Business-to-Business) marketing is the marketing of products or services from one business to another. B2B marketing is often used by companies that make products that other companies can use to help them produce their own goods or services.

Q: What is B2C marketing?

B2C marketing is used by companies that sell directly to customers rather than other businesses or manufacturers. Unlike B2B marketing strategies, B2C sales focus on providing their product to the consumer as an end user.

Q: What is brand marketing?

Brand marketing is the practice of promoting a brand as a whole, rather than promoting a specific product or service from the brand. Typically, the scope of brand marketing is much broader, so the thinking that goes into it differs from other types of marketing.

Q: What is direct response marketing?

In marketing, direct response refers to a type of marketing strategy where the goal is to have the audience have a specific response that calls for immediate action. This immediate action should lead to generating new leads. Direct response marketing is sometimes referred to as a call to action.

Q: What is experiential marketing?

Experiential marketing is a marketing method to create immersive and resonating advertising and marketing experiences for target audiences concerning a specific brand, product, or service. Experiential marketing seeks to engage target audiences in a more robust manner that goes beyond traditional advertising.

Q: What is field marketing?

Field marketing is a type of marketing in which the focus of the marketing campaign is to distribute promotional materials directly to people in the "field". This is a method of direct marketing. This can include methods such as setting up a booth at a fair or market, handing out pens with the company name on them, or distributing flyers to local businesses.

Q: What is promotional marketing?

Promotional marketing is marketing communication that shares knowledge about a brand, product, or service through many different marketing channels as a way to increase brand awareness.

Q: What is relationship marketing?

Relationship marketing is a type of marketing in which the focus of the marketing campaign is on building and keeping solid relationships with customers, rather than sales transactions. Relationship marketing strives to strengthen customer satisfaction and retention rates.

Q: What is vertical marketing?

Vertical marketing encompasses a group of companies and customers that are all interconnected around a specific niche. Vertical market providers are focused on specific goods and services that meet the needs of a niche customer group.

Updated January 8, 2025

6 min read

Quoted experts

Lauren Easom M.Ed, GCDF,

Dr. Alexander Rose

Below we've compiled a list of the most critical marketing executive skills. We ranked the top skills for marketing executives based on the percentage of resumes they appeared on. For example, 10.5% of marketing executive resumes contained digital marketing as a skill. Continue reading to find out what skills a marketing executive needs to be successful in the workplace.

15 marketing executive skills for your resume and career

1. Digital Marketing

Here's how marketing executives use digital marketing:

Managed digital marketing campaigns for artists.
Created and coordinated digital marketing.

2. Marketing Campaigns

Here's how marketing executives use marketing campaigns:

Implemented marketing campaigns for product launches and developing media/advertising strategies including indoor outdoor activities to build brand identity.
Contributed to & developed integrated marketing campaigns for promoting one of California's leading mental health treatment providers.

3. 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 executives use product development:

Conducted market and product viability research for individual product development teams for launch and communication.
Developed bi-weekly product development update program designed to support investor outreach initiatives.

4. Sales Strategies

Here's how marketing executives use sales strategies:

Formulated and implemented sales strategies to achieve timely targets.
Created, planned, and carried out business sales strategies and marketing objectives as a member of the executive team.

5. SEO

Here's how marketing executives use seo:

Conducted keyword research analysis using Google AdWords and recommended Search Engine Optimization (SEO) techniques for website.
Experienced marketing executive focused on lead generation, web development SEO, social media, and event management.

6. Email Campaigns

Email campaigns fall under the marketing efforts that involve contacting multiple recipients at a time. Email campaigns are the best way to reach subscribers and potential clients and give them relevant offers along with valuable content. It is also an effective way to strengthen the relationship with customers.

Here's how marketing executives use email campaigns:

Communicated with clients via email and telephone in order to discuss, agree and arrange future email campaigns.
Generated more than 120 new sales quality leads per month by implementing lead capturing email campaigns.

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7. PowerPoint

Here's how marketing executives use powerpoint:

Create all PowerPoint presentations for prospective investors and current investors.
Generated statistical and graphical data using Microsoft Excel and PowerPoint.

8. 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 executives use market research:

General administrative tasks including market research, creating presentations, internal reporting and travel.
Conducted market research using primary and secondary data sources to identify and qualify leads.

9. Sales Presentations

Here's how marketing executives use sales presentations:

Traveled extensively domestically and internationally to meet and conduct sales presentations with clients.
Developed prospects, conducted cold calls, scheduled meetings, delivered consultative sales presentations, negotiated contracts, and closed deals.

10. B Testing

Here's how marketing executives use b testing:

Supervised go-to-market of several SEM product launches across international properties by aligning teams through the never-been-done before A/B testing methodology.
Developed promotional landing pages including a/b testing and customized content to drive conversion to meet campaign goals

11. Business Development

Business development is the ideas or initiatives that work to make business work better. Selling, advertising, product development, supply chain management, and vendor management are only a few of the divisions involved with it. There is still a lot of networking, negotiating, forming alliances, and trying to save money. The goals set for business development guide and coordinate with all of these various operations and sectors.

Here's how marketing executives use business development:

Provided marketing analysis, financial report analysis, company and market/industry research, planning and organization of business development trips.
Researched business development & Community response opportunities * Profiling companies, portfolio management & maintaining database * Event management & planning

12. Google Analytics

Here's how marketing executives use google analytics:

Google Analytics integration and optimization.
Managed Google Ads, Google Analytics, Facebook Ads, Facebook Insights accounts for two web properties.

13. Media Sales

Here's how marketing executives use media sales:

Increased new media sales to $81,000 Multiple weekly sales awards for direct, agency, and new media sales
Contacted existing and potential clients for multimedia sales through extensive market analysis and research.

14. Target Audience

A target audience is the proposed readership or audience of an advertisement or publication message tailored specifically for the mentioned audience. In advertising and marketing, it is a specific group of customers within the pre-set target market, identified as the targets or recipients for a specific message.

Here's how marketing executives use target audience:

Communicate with target audiences and manage customer relationships.
Interfaced with client to evaluate needs, target audience, creative brief objectives and post-campaign analysis.

15. Trade Shows

Here's how marketing executives use trade shows:

Attend national and regional trade shows, representing national corporate incentive program and participated in customer meetings.
Plan and coordinate company participation in industry trade shows and user group events both domestically and internationally.

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What skills help Marketing Executives find jobs?

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

What skills stand out on marketing executive resumes?

Lauren Easom M.Ed, GCDF

Director, Georgia College

Two skills that employers are always looking for on a resume is an individual's ability to problem solve and work well in a team.

What type of skills will young marketing executives need?

Dr. Alexander Rose

Assistant Professor of Marketing, Idaho State University

The pandemic is accelerating the general trend of digitalization. By far our most in-demand graduates are those with social media and digital marketing knowledge. Remote work, e-commerce, and internet-enabled services will be growth areas during the recovery from the pandemic's recession.

What soft skills should all marketing executives possess?

Stephanie Mangus Ph.D.

Sales Faculty and Coach, Center for Professional Selling, Assistant Professor of Marketing, Baylor University

Strong written and verbal communication skills aid employees in serving both constituents inside and outside the organization. Assessing when action is needed, planning a response, and having a positive attitude go a long way in developing a professional reputation.

What hard/technical skills are most important for marketing executives?

Stephanie Mangus Ph.D.

Sales Faculty and Coach, Center for Professional Selling, Assistant Professor of Marketing, Baylor University

In any business role, employees that can analyze data and craft strategy are really important. In a coordinator role, those skills may not be as necessary but will certainly make them stand out and gain attention for additional roles and responsibilities.

What marketing executive skills would you recommend for someone trying to advance their career?

Thomas Campbell Ph.D.

Vice Chair, Associate Professor (Playwriting/Dramaturgy), University of Wisconsin - Green Bay

If a graduate needs to take a gap year, what skills would you recommend to enhance, and how should they go about doing it? - Again, I think this depends on your area of expertise; the industry is always evolving and growing, and you need to be evolving and growing with it. So if you're taking a gap year, try to stay involved or engaged in some way. Ideally, you'd be involved in the production and exercising your skills. Still, if that can't happen, you can stay engaged in other ways - help do props for your local community theatre or even volunteer as an usher. If nothing else, you should always be reading about what's happening in the field. Not just Broadway either - what plays and what work is being done in regional cities. Get your hands on and read the new plays coming out, watch the videos released (full productions, interviews, promotional and dramaturgical videos, too), and read the available reviews. Keep your head in the game, even if you're unable to work the way you want to be doing.

What technical skills for a marketing executive stand out to employers?

Dave Baer

Associate Professor, Lynn University

That all depends on the available position. For animation, they want someone with a strong understanding of how to bring an inanimate object to life and how to apply the twelve principles of animation. For VFX, an understanding of physics, how things work, and they would fall apart. And for games, one must know the game engine a company is using. They should have a set of well-rounded skills in the foundations of modeling, texturing, lighting, and effects. And they should be familiar with and be able to adapt to a company's style.

Do you want to know more?

List of marketing executive skills to add to your resume

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

Digital Marketing
Marketing Campaigns
Product Development
Sales Strategies
SEO
Email Campaigns
PowerPoint
Market Research
Sales Presentations
B Testing
Business Development
Google Analytics
Media Sales
Target Audience
Trade Shows
Press Releases
Facebook

Business Relationships
ROI
SEM
Twitter
Market Trends
Customer Relationships
Channel Marketing
Account Management
HTML
Promotional Materials
Content Marketing
Sales Targets
Client Relationships
PPC
Photoshop
Product Line
Instagram

Event Planning
Search Engine
Cold Calls
Product Knowledge
Real Estate
Google Adwords
Copywriting
Linkedin
VIP
B2B Marketing
Sales Process
Promotional Campaigns
UK
YouTube
Market Analysis

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.