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Senior marketing executive 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 senior marketing executive skills. We ranked the top skills for senior marketing executives based on the percentage of resumes they appeared on. For example, 14.5% of senior marketing executive resumes contained digital marketing as a skill. Continue reading to find out what skills a senior marketing executive needs to be successful in the workplace.

15 senior marketing executive skills for your resume and career

1. Digital Marketing

Here's how senior marketing executives use digital marketing:

Delivered communication programs to increase brand awareness through digital marketing.
Developed a digital marketing strategy and strengthened the organization's position as a thought leader.

2. Marketing Campaigns

Here's how senior marketing executives use marketing campaigns:

Created marketing campaigns focused on business goals, produced content and selected channels of communication to effectively engage target audiences.
Provided continuous market research support during launch of corporate marketing campaigns by validating data and market forecast trends.

3. Email Marketing

Here's how senior marketing executives use email marketing:

Manage marketing/advertising department for $30m/yr company Manage marketing staff to achieve measurable results Web Development/Management Email Marketing Sales/Lead Funnel Management
Initiated and implemented automated drip/trigger email marketing campaigns in order to generate new business based on prospect interest areas.

4. ROI

Here's how senior marketing executives use roi:

Support a high-visibility Executive Team: Delivered campaign analysis and optimization needs focusing on ROI.
Performed ongoing assessment of ROI of strategic clinical marketing activities, including direct marketing and advertising effectiveness.

5. Lead Generation

Here's how senior marketing executives use lead generation:

Facilitated process standardization to distinguish credit assignment of lead generation & conversion between sales & marketing teams.
Cultivated and maintained strategic interface with sales organization; designed novel metrics-based lead generation programs.

6. Search Engine

Here's how senior marketing executives use search engine:

Managed Canada, Brazil, USA, South America search engine marketing channel.
Coordinated interactive marketing and content services, including search engine optimization, affiliate programs, and syndicated content integration.

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7. Telemarketing

Here's how senior marketing executives use telemarketing:

Established successful-in-house telemarketing projects to increase exposure of key products, generate product interest and secure sales.
Program manager for inbound and outbound telemarketing acquisition, specifically for the Business Card Segment.

8. Clinical Guidelines

Here's how senior marketing executives use clinical guidelines:

Managed new products, clinical guidelines, and specifications of over 10,000 laboratory tests.

9. CRM

CRM stands for Customer relationship management and it is a complete process through which a business or organization monitors and administers its interactions with the customers. A process in which large amounts of data are collected through marketing via a company's website, polls, surveys, and other social media applications. The basic goal of CRM is to target the right audience for their product, and then fulfill their needs, to increase the sales and revenue of the company.

Here's how senior marketing executives use crm:

Designed and implemented brand's CRM program to build customer loyalty and successfully increased customer retention and sales per membership significantly.
Introduced and ran Google search and a cutting-edge (in 2008) CRM approach on social media through Twitter.

10. Product Line

Product line is a collection of similar or related products that may be under a single brand manufactured by the same company. It may include different varieties of a specific product of a brand which comes in different categories. In other cases, the product line may differ in some characteristics despite being from the same manufacturer.

Here's how senior marketing executives use product line:

Expanded business in new international markets leading to brand development & ultimately increasing sales revenue by redesigning product line.
Developed brand positioning key company product lines.

11. 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 senior marketing executives use product development:

Directed activities for national advertising, partner marketing, brand management, product development, and public relations.
Handled 15 product teams for their product development on web and television.

12. Sales Strategies

Here's how senior marketing executives use sales strategies:

Constructed and launched marketing and sales strategies that extended our customer base across multiple demographics.
Developed and implemented pre-planned successful sales strategies that provided positive and measurable results in patients outcomes and product sales.

13. SEO

Here's how senior marketing executives use seo:

Launched an expanded company website, design, functionality, graphics, content, and SEO.
Managed new product and content releases to promote brand awareness through SEO and UI optimization.

14. 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 senior marketing executives use market research:

Implemented Market Research as a core functional responsibility of marketing.
Directed all market research, account management, contract negotiations, event planning and financial forecasting.

15. KPIs

Here's how senior marketing executives use kpis:

Advised White House and National Economic Council on growth through collaboration, IT, and KPIs.
Project oversight included qualitative and quantitative data collection that ultimately substantiated the value of the new foaming platform against customer KPIs.

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What skills help Senior 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 senior marketing executive 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 senior marketing executives 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 senior marketing executives?

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 senior marketing executive 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 type of skills will young senior marketing executives need?

Dr. Donald Siegel

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

What technical skills for a senior marketing executive 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 senior marketing executive skills to add to your resume

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

Digital Marketing
Marketing Campaigns
Email Marketing
ROI
Lead Generation
Search Engine
Telemarketing
Clinical Guidelines
CRM
Product Line
Product Development
Sales Strategies
SEO
Market Research
KPIs
Internal Medicine

Market Trends
Trade Shows
Email Campaigns
B2B Marketing
R
Business Development
Brand Marketing
Content Marketing
POS
Press Releases
SEM
B2C
Creative Agencies
Strategic Partnerships
Facebook
Twitter

RFP
C-Level
Market Analysis
Brand Positioning
Revenue Growth
Channel Marketing
Integrated Marketing Campaigns
Strategic Sourcing
Labcorp
PPC
ERP
Sales Targets
Laboratory Services
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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