Brands are looking to hire a head of marketing who is willing to step up to the plate and take on the challenges that the role brings.
It’s hard to say that there is a more important area than the marketing department of a customer-facing business. With a looming recession, rising costs and high consumer expectations, brands are desperate to hire a marketing leader who is ready to step up and face the challenges this environment brings.
Let’s take a look at what a CEO should do in their first 30, 60 and 90 days on the job.
What Does a Chief Marketing Officer Really Do?
First, let’s explore the function a bit. According to Glassdoor, a person in a marketing management position makes $226,992 per year in the United States, with an average salary of $131,068 per year, and can pay $95,924 per year, which includes expenses. bonuses, services, tips and profit sharing. What does the role of chief marketing officer mean, and what duties does he oversee?
The marketing director’s responsibilities include overseeing all sales and service departments and communicating the brand’s values and message. Specific duties include developing business strategies and plans, allocating monthly, quarterly and annual budgets for marketing projects across departments and identifying customer needs.
In addition, the director of marketing is responsible for creating reports and presentations, knowing about competitors and managing various groups and strategies related to sales, such as digital marketing, advertising and marketing.
The marketing director must continue to stay up-to-date on new marketing research, strategies, technologies, sales and marketing-related issues. Businesses often prefer to hire applicants with a bachelor’s degree in business although the applicant’s work experience is often considered. The marketing director must be knowledgeable about digital marketing and analytics platforms such as Google Adwords and GA4, as well as customer data platforms (CDP) and customer relationship management (CRM) platforms and the programs and technologies that often make up the martech stack. .
The First 30 Days: Brand Marketing, Digital Weed
A deep understanding of how marketing works is an important first step for someone entering a new role as a marketing executive.
Anne Coyle, chief marketing officer at Softrax, a provider of investment management and compliance consulting, said that new marketing leaders need to “jump into digital” across their company’s metrics, campaigns, website, social media presence. transportation and manufacturing. “This may seem like a lot, but the marketing director will gather valuable information about the company, its offerings and the team,” said Coyle, who said that the good news is that this kind of knowledge is sticky and builds over time, so the marketing director should look at whether the cost of the project. “Also, good data drives good decision making.”
The brand’s original goals should be reviewed, along with metrics that define the effectiveness of the brand’s current and future marketing efforts. “During the first 30 days, the marketing manager collects and analyzes all the information about the target, company and department goals and performance. This is the time for the managers to get into the digital world, which means learning internet traffic, online time, SEO, conversion rates and ,” Coyle said.
Shri Ganeshram, CEO and founder of Awning.com, a real estate and Airbnb property management company, told CMSWire that his first 30 days as a chief marketing officer should be used to reacquaint the company’s marketing teams. “This may include holding meetings with team members, reviewing past marketing strategies and performance, and analyzing market trends and competitors.” Additionally, now is the time to start planning for their first 90 days on the job.
Megan McDonagh, CMO at Amperity, a CDP sponsor, emphasized that while engaging with internal teams is an important first step, business leaders should not forget about their customers. “I can’t stress enough the importance of spending time with customers to understand what made them buy the product and whether it meets their expectations.” In addition, McDonagh said that as a new hire, he is trying to transfer his current plans and jump to a quick response system. “Resist this and be open to new and challenging approaches.”
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Days 30-60: Evaluation of Marketing Teams
After the first 30 days, the business leader should be getting a good idea of what current products need to change, and what is going well. “This is also the time to ensure that digital data is managed across the organization,” Coyle said. “Does your marketing team know the most popular channels or features of the site? Does content marketing know which ad words deliver the highest rates?” Coyle said those in the position should have a plan to share this information regularly so that the information can benefit other teams.
Ganeshram agreed and said that the second 30 days should be used to implement their plan and make any necessary changes. “This may include changing marketing teams, strategies and budgets, as well as introducing new strategies and campaigns.” The marketing director must continue to monitor the activities of the marketing department, evaluate the success and failure of their goals and provide regular updates to other C-suite executives.
Israel Gaudette, CEO of Flawless SEO, a search engine optimization company, advised CMSWire that during this time, the chief marketing officer should also take care of important tasks such as hiring new employees and ensuring that their products are optimized. . “This gives you time to become a leader in the company, which will benefit you in the long run and for everyone else involved in the business.”
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Days 60-90: Reports on Business Development
Finally, Coyle said that within 60 to 90 days, the marketing manager should be able to prepare initial reports on how the updated digital marketing program is going both internally and externally. “A marketing director can coordinate his team to plan and implement other digital programs to create successful content and plan to improve all programs.” Coyle believes that now is the time to implement a creative council that can start generating ideas that will make the company stand out.
The last 30 days as a trading head is a period of detailed review and continuous improvement of the trading activity that occurred during the first 60 days. “During the last month of the first 90 days of work, the marketing director should think about revising and finalizing their strategy, as well as making sure that all marketing efforts are successful and achieving their goals,” said Ganeshram. “They should also continue to monitor the performance of the marketing department and make necessary changes to ensure the company’s sales are successful.”
Business leaders must always keep in mind the customer experience throughout the process. “By day 90, you should be making progress in meeting your organization’s goals — and understanding your customers,” McDonagh said. “From there, you can tailor your customer journey to ensure that every customer receives the experience you want.”
Conclusion: Setting Marketing Goals, Taking Action
To be successful in a new sales role, a sales leader must get to know the team members they are working with and evaluate their strengths.
Business objectives should be determined by the work plan. Next, they need to make sure that all team members are aware of the plan, and are on board to help make it a success. Finally, the iterative process of refining and improving the business plan continues as goals and objectives change and evolve.
