Marketing Planner Job Description: Salary, Duties, & More (2023)

Table Of Contents

  • Marketing Planner Job Duties
  • Marketing Planner Job Requirements
  • Marketing Planner Skills
  • Marketing Planner Work Environment
  • Marketing Planner Trends
  • How to Become a Marketing Planner
  • Advancement Prospects
  • Job Description Example

Marketing planners are responsible for creating and executing marketing plans. They work with a variety of stakeholders to determine the best ways to reach target audiences, identify opportunities for growth, and develop strategies that will help their organization succeed.

Marketing planners may be involved in all stages of the marketing planning process, from developing initial ideas to implementing those ideas in practice. They commonly use a combination of research, analysis, creativity, and communication skills to accomplish this.

Marketing Planner Job Duties

A marketing planner typically has a wide range of responsibilities, which can include:

  • Monitor competition to identify new industry trends and opportunities for innovation
  • Develop marketing strategies for products or services based on customer preferences, business objectives, and available resources
  • Conduct market research to identify potential customers and assess their needs, interests, and preferences
  • Work with design teams to develop marketing materials such as brochures, ads, and presentations
  • Create an advertising budget that reflects the company’s priorities while remaining within the parameters set by upper management
  • Design and conduct market research surveys to gather information about consumers’ attitudes and interests
  • Develop an effective communications strategy for each campaign using several different channels, including social media, email, radio, television, and print ads
  • Create a detailed timeline of all marketing activities, including production schedules, deadlines for materials delivery, and event dates and locations
  • Provide feedback to managers regarding the effectiveness of new campaigns and recommend adjustments

Marketing Planner Salary & Outlook

Marketing planners’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses.

  • Median Annual Salary: $66,500 ($31.97/hour)
  • Top 10% Annual Salary: $115,000 ($55.29/hour)

The employment of marketing planners is expected to grow much faster than average over the next decade.

Demand for marketing planning services will increase as firms seek to improve their efficiency and effectiveness. Marketing planners will be needed to help companies understand how changes in the marketplace affect demand for their products or services.

Marketing Planner Job Requirements

A marketing planner typically needs to have the following qualifications:

Education: A bachelor’s degree is often a minimum requirement to become a marketing planner. Some marketing planners choose to earn a degree in marketing, advertising or another related field. Courses in statistics, research methods, economics, business and marketing strategy are helpful for marketing planners.

Training & Experience: Marketing planners typically receive on-the-job training to learn the specific processes and procedures of their company. Training may include shadowing a current marketing planner or another company employee to learn the daily tasks and responsibilities of the job. Training may last for a few days to a few months, depending on the company and the marketing planner’s experience.

Certifications & Licenses: Certifications are not usually a requirement to become a planner, but they can make you a more competitive candidate when applying for jobs.

Marketing Planner Skills

Marketing planners need the following skills in order to be successful:

Communication: A marketing planner needs to communicate with a variety of people, including other marketing team members, clients and suppliers. They need to be able to communicate clearly and concisely in a variety of formats, including email, phone calls and in-person meetings. They also need to be able to listen to and understand the needs of others.

Research: A marketing planner needs to be able to conduct research to create a marketing plan. This includes researching the company’s audience, competitors and the market in general. You also need to research the company’s goals and objectives to create a plan that aligns with them.

Strategic thinking: A marketing planner needs to be able to think strategically about how to implement their marketing plan. This involves considering the long-term goals of the marketing campaign and how each individual marketing tactic can help the company achieve those goals. For example, a marketing planner might decide to implement a social media strategy first to build a strong online presence for the company and then later implement a direct mail strategy to encourage customers to purchase products.

Project management: A marketing planner often oversees the creation of marketing campaigns, which means they need to manage the process from start to finish. This includes assigning tasks to other marketing team members, monitoring the progress of each task and ensuring the campaign meets its goals. Project management skills can help a marketing planner organize their work and keep their marketing campaigns on track.

Time management: Time management skills can help you meet deadlines and complete projects on time. As a marketing planner, you may be responsible for creating a marketing calendar that outlines deadlines for creating marketing materials, such as social media posts or advertisements. You may also be responsible for creating a budget for marketing campaigns and ensuring that the company has enough money to complete the campaign.

Marketing Planner Work Environment

Marketing planners work in a variety of settings, including advertising agencies, public relations firms, marketing research firms, and large corporations. They usually work in well-lit, comfortable offices and have access to computers and other office equipment. Marketing planners typically work a standard 40-hour week, although they may occasionally work overtime to meet deadlines. Some marketing planners travel to attend conferences or to meet with clients.

Marketing Planner Trends

Here are three trends influencing how marketing planners work. Marketing planners will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Need for More Technical Skills

As marketing becomes more complex, the need for technical skills becomes increasingly important. This is especially true for marketing planners, who are responsible for developing and executing marketing campaigns.

In order to be successful in this field, marketers will need to be able to understand and utilize technology to its fullest potential. This includes understanding how to use software tools such as CRM systems, social media platforms, and analytics tools.

The Rise of Digital Marketing

The rise of digital marketing is a trend that is quickly changing the way businesses market their products and services. As more and more people turn to the internet for information, businesses are realizing that they need to have a strong presence online in order to reach customers.

This trend is having a major impact on the role of the marketing planner. As more and more businesses move towards digital marketing, the planner will need to be well-versed in all aspects of online marketing, from SEO to social media.

More Collaboration Between Teams

As businesses become more complex, the need for collaboration between teams has increased. This is particularly true for marketing departments, which often rely on input from other departments to create effective campaigns.

As a marketing planner, you will need to be able to work with other teams to develop ideas and execute campaigns. You will also need to be able to communicate effectively with team members in order to get feedback and make changes when necessary.

How to Become a Marketing Planner

A marketing planner career can be a great way to start your marketing career. As a marketing planner, you’ll have the opportunity to work on a variety of projects and learn about different areas of marketing. You’ll also get to work with a range of people from across the business, which is an important part of any marketing career.

To become a marketing planner, it’s important to have a strong understanding of marketing theory and best practices. You should also be able to use Excel effectively and be comfortable with data analysis. It’s also helpful to have experience in project management so that you can manage the many tasks involved in creating a marketing plan.

Advancement Prospects

Advancement prospects for marketing planners are good. As they gain experience, marketing planners can move into management positions, such as marketing manager or director of marketing. They may also move into other related fields, such as market research or advertising. With further experience and education, marketing planners can also become marketing consultants.

Marketing Planner Job Description Example

As a marketer at [CompanyX], you will be responsible for the development and execution of marketing plans that support the growth objectives of the company. You will work with the marketing team and other stakeholders to develop annual marketing plans that include objectives, strategies, and tactics to achieve desired business results. You will also be responsible for monitoring and reporting on the performance of marketing campaigns and initiatives. The ideal candidate will have experience developing and executing marketing plans, as well as experience with market research, analysis, and reporting. He or she will be a strategic thinker with excellent project management and communication skills.

Duties & Responsibilities

  • Understand the organization’s marketing goals and objectives, and develop strategies to achieve them
  • Research and analyze market trends, demographics, pricing schedules, competitor products, and other relevant information to help form marketing plans
  • Work with marketing team members to develop detailed marketing plans, including product positioning, campaign strategies, target markets, and sales forecasts
  • Oversee implementation of marketing plans, track results, and adjust strategies as needed to achieve desired outcomes
  • Coordinate and monitor activities of outside agencies and consultants hired to implement marketing campaigns or programs
  • Develop and oversee budgets for marketing campaigns and projects, ensuring efficient use of resources
  • Prepare periodic reports of marketing activity and results, such as monthly or quarterly reports
  • Manage one or more aspects of the organization’s marketing program, such as public relations, social media, or advertising
  • Train and supervise junior marketing staff, if applicable
  • Stay up-to-date on latest marketing trends and tools, and share this knowledge with team members
  • Attend trade shows and conferences, and represent the organization at various events
  • Perform other duties as assigned

Required Skills and Qualifications

  • Bachelor’s degree in marketing, business, or related field
  • 3-5 years of experience in marketing planning, execution, and analysis
  • Experience with market research tools and methods
  • Strong analytical skills and experience generating insights from data
  • Excellent communication, presentation, and project management skills
  • Proven ability to work independently and as part of a team

Preferred Skills and Qualifications

  • MBA or other advanced degree
  • Experience with marketing automation software (HubSpot, Marketo, Pardot, etc.)
  • Experience with CRM software (Salesforce, Dynamics, etc.)
  • Experience with web analytics software (Google Analytics, Adobe Analytics, etc.)
  • Familiarity with graphic design and basic HTML
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