Marketing Manager or Marketing Magician?

Marketing Manager Jobs
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Unrealistic marketing jobs

I noticed a job advert for a marketing manager this week. A small business was looking for a marketing expert with skills in web design, leaflet & poster design, PPC, PR, CRM, copywriting, email, social media marketing…. and so the list went on.

Some of these are real specialisms. We can all dabble. I can write copy, but I wouldn’t call myself a copywriter. I can also whizz up a decent poster in Canva but that doesn’t make me an art director. We do ourselves and others a disservice by attempting to do everything.

Back in the olden days

When I worked for an advertising agency back in the day, we’d have weekly client meetings that included representatives from the client’s other agencies:

  • Advertising agency
  • Direct marketing agency
  • PR agency
  • Media buying agency
  • Web agency

Even within my advertising agency, we had copywriters, art directors, creative directors, brand directors, graphic designers, a print department and “the suits” (me being one of the suits).

Everyone had their expertise within the agency. And every agency had an overall specialism.

I appreciate these were big corporate clients. But when did everything marketing related get lumped together? Today, big marketing comms agencies have it all covered, but when did we expect our in-house marketers to be such jack of all trades?

Work with experts

I recently had training from some PPC experts (Web Marketer if you’re interested) with the view to setting up some Google Search Ads for a client. It was a brilliant course, but what it highlighted is these guys live and breathe PPC all day and every day. They are not only experts, but they also get results. Surely we need to be focusing on the best ROI for our clients?

I’ve recently re-branded my marketing business (more about that another day) and my biggest realisation was recognising when to call in the experts – whether it be a web designer or a PPC expert. And, by creating a mini network of people I rate, it actually expands the reach of clients I can work with – and culminates in more impactful results.

My clients appreciate the honesty and transparency. No white labelling from me.

I think businesses and recruiters should be realistic about what a marketing manager can do and ensure that they are not asking them to be jack of all trades. And, unless you are a big agency, be honest and realistic about what you can do as an individual. Celebrate your skills, your expertise and your specialism.

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