The Head of Marketing Role Explained

Businesses frequently look for a flexible expert who can handle all parts of marketing, both in terms of ideation and execution, in the always changing field of marketing. Herein lies the responsibility of the head of marketing. Unlike other marketing department positions that are hands-on, the head of marketing primarily involves thinking, strategizing, and making things happen.

What is the Head of Marketing? The head of marketing is a specific position that can be assumed by marketing VPs, marketing directors, marketing managers, or even a chief marketing officer, depending on the organization’s structure. While some companies explicitly advertise to hire a head of marketing, it is also beneficial to study job descriptions for other related roles.

Other marketing leadership positions, such as the chief marketing officer (CMO), focus more on brand continuity, budgeting, and top-level strategy. In contrast, when you hire a head of marketing they are responsible for overseeing execution and driving results. While a marketing brand manager ensures that all printed and digital materials align with the company’s brand, you will need to hire a head of marketing who ensures that these materials are distributed effectively to the right audience at the right time.

 

Responsibilities of the Head of Marketing

Every stage of putting marketing ideas into action is covered by the extensive range of duties that fall within the purview of the marketing director. Some key responsibilities include:

Developing marketing strategies: Hire a Head of Marketing who is responsible for crafting effective marketing strategies aligned with business goals.

While the head of marketing plays a vital role in achieving marketing objectives, there is a potential downside. The marketing department’s capacity to expand or restructure can occasionally be hampered by the diverse range of responsibilities. Hire a Head of marketing who will not become too focused on immediate concerns, overlooking long-term strategy or organizational goals.

 

Top 25 Skills to Look for When Hiring a Head of Marketing

In addition to the core responsibilities mentioned earlier, the head of marketing may have various other tasks. Although delegation is often required, your marketing leader should have a working expertise in these areas:

• Building strategies across marketing teams: Hire a Head of Marketing who Collaborates with and hires marketing teams responsible for digital marketing, advertising, communications, and creativity to create cohesive strategies.
• Understanding business objectives: Hire a Head of Marketing who Aligns marketing efforts with the overall business objectives and ensures marketing activities contribute to the company’s growth.
• Creating and managing budgets: Hire a Head of Marketing who Develops budgets for monthly, quarterly, and annual marketing activities and oversees their proper utilization.
• Setting concrete team goals: Hire a Head of Marketing who Establishes achievable goals for marketing teams and monitors progress towards their attainment.
• Ensuring brand consistency: Hire a Head of Marketing who preserves brand integrity by making sure that all marketing pieces have the same messaging and visual identity.
• Analyzing consumer and marketing trends: Hire a Head of Marketing who stays informed about market trends, consumer preferences, and emerging marketing strategies to adapt and stay competitive.
• Identifying growth opportunities: Hire a Head of Marketing who proactively seeks opportunities for business expansion and market penetration based on market insights and consumer behavior.
• Monitoring competition to optimize strategy: Hire a Head of Marketing who keeps a close eye on competitors’ marketing activities and adjusts strategies to gain a competitive edge.
• Creating reorganization and hiring plans: Hire a Head of Marketing who develops plans to optimize the marketing department’s structure and identify staffing needs for efficient operations.
• Web analytics: Hire a Head of Marketing who has a solid foundation in web analytics tools like Google Analytics and Google Search Console.
• CRM software experience: Hire a Head of Marketing who is familiar with customer relationship management (CRM) software to effectively manage customer data and optimize marketing efforts.
• Content marketing strategies: Hire a Head of Marketing who has experience in developing and implementing content marketing strategies to engage and attract target audiences.
• Software proficiency: Hire a Head of Marketing who is competent in using software such as Microsoft Suite or similar tools for data analysis, reporting, and project management.
• Copywriting skills: Hire a Head of Marketing who has advanced copywriting skills to craft compelling marketing messages and content.
• Communication skills: Hire a Head of Marketing with well-developed communication skills to effectively collaborate with team members, stakeholders, and external partners.
• Analytical approach: Hire a Head of Marketing who has an analytical mindset for problem-solving and decision-making.
• Detail-oriented thinking: Hire a Head of Marketing who has a strong attention to detail to ensure accuracy and quality in marketing materials and campaigns.
• Leadership skills: When considering the role of a Head of Marketing, Hiring a Head of Marketing who excels in leadership, especially in strategy development, goal establishment, and team motivation, is essential.
• Time management: Hire a Head of Marketing who has excellent time management skills to meet deadlines and handle multiple projects simultaneously.
• Gaining an understanding of the market for the company: Hire a Head of Marketing who conducts research and analysis to gain a deep understanding of the target market and consumer behavior.
• Executing marketing plans: Hire a Head of Marketing who Oversees the implementation of marketing initiatives and coordinating various marketing teams.
• Measuring the effectiveness of marketing projects: Hire a Head of Marketing who monitors key performance indicators (KPIs) to evaluate the success of marketing campaigns and initiatives.
• Monitoring established KPIs: Hire a Head of Marketing who Tracks the performance of marketing efforts against predefined metrics and makes adjustments as needed.
• Optimizing future plans: Hire a Head of Marketing who is genius at analyzing data and insights to refine marketing strategies and improve future campaigns.
• Entrepreneurial Mindset: Hire a Head of Marketing who has an entrepreneurial mindset a long-term planning-focused mentality that will help you overcome any difficulties you may have when beginning a business, finding solutions rather than problems is what it implies.

 

Before hiring a Head of Marketing watch
Why Hire A Part Time CMO

 

What Does it Cost to Hire a Head of Marketing

Heads of marketing receive different salaries depending on their position, sector, and amount of experience. The starting compensation for marketing directors in the United States is typically around $123,000 annually. Professionals with the highest salaries often make around $200,000, however, this sum might vary from about $115,000 to $140,000. It’s important to keep in mind that these figures just represent starting pay and that, depending on each employee’s performance, merit raises and additional incentives could significantly increase earning potential. For more breadth and clarity about these considerations, check out our free marketing strategy eBooks.

 

Head of Marketing vs. Chief Marketing Officer

The functions of the chief marketing officer (CMO) and head of marketing might diverge based on the organization’s structure. The CMO manages and directs every area of the marketing division in organizations with a strong C-suite. Their primary attention is directed towards high-level strategy, budget oversight, brand development, and comprehensive departmental management. The head of marketing, on the other hand, is more actively involved in the tactical elements of developing and implementing a marketing plan.

In organizations with both positions, the head of marketing usually reports to the CMO. The CMO and head of marketing positions, however, are integrated into one in some businesses. In such cases, the individual takes on a mix of marketing responsibilities and delegates certain tasks to other team members.

 

How to Become a Head of Marketing

To reach the position of head of marketing, one must have a combination of credentials, qualifications, and substantial experience. While certain skills can be acquired through advanced education, others develop through practical exposure or specialized certifications. It is time to consider hiring a Head of Marketing when a marketing consultant just won’t be enough.

Alongside skill acquisition, amassing pertinent experience is imperative. This typically encompasses prior engagements in marketing leadership or management roles, a track record replete with successful marketing initiatives, and academic achievements such as a bachelor’s or master’s degree in marketing, communications, or related disciplines. Additionally, practical involvement in project management, inclusive of budgetary aspects, and hands-on experience in the realm of digital marketing, offer substantial advantages.

 

Consider Becoming a Fractional CMO Instead

While the head of marketing position offers stability and the opportunity to work with a single company, there is an alternative role worth considering: the fractional chief marketing officer (fCMO). Greater work-hour independence, scheduling flexibility, and increased income potential are all offered by this position. As an fCMO, you can choose who you take as your clients, enjoy a dynamic career with diverse projects, and help multiple companies enhance their marketing potential.

Leveraging your diverse experience, you can serve as an fCMO in various industries. Clients benefit from having a CMO they can call upon as needed, providing them with the desired level of marketing leadership. High-value duties like strategy development, advisory services, team management, delegating, and hiring are the primary responsibilities of a fCMO. A part-time CMO whose expertise in these areas enables you to command higher rates and increase your earning potential.

Of course, having outstanding time management skills, effective communication skills, and the capacity to swiftly adapt to various businesses and industries are essential for a fCMO. To draw clients and forge a successful career as a fCMO, it is also crucial to forge a strong professional network and keep a good reputation.

 

What Are the Differences Between a CMO and a VP of Marketing?

Amidst today’s competitive business backdrop, competent marketing leadership is a cornerstone for realizing growth and achievement. In the development of the company’s marketing strategies and initiatives, two pivotal positions within the marketing division are instrumental: the Chief Marketing Officer (CMO) and the Vice President (VP) of Marketing. While both professions contribute to the overall marketing objectives, their duties and priority areas are different. The contrasts between a CMO and a VP of Marketing will next be discussed, along with their respective roles and how they contribute to the success of a marketing team.

 

Chief Marketing Officer (CMO)

At the helm of the marketing department stands the Chief Marketing Officer, or CMO. The chief marketing officer (CMO) of a company is in charge of coordinating all marketing initiatives and directing brand growth. Hire a Head of Marketing who leads, organizes, and manages the marketing team with a strategic emphasis to make sure that the organization’s marketing initiatives are in line with its overarching goals.

The responsibilities of a CMO are multifaceted. Crafting intricate marketing strategies, pinpointing target markets, and developing compelling brand messages fall within their purview. A CMO is also in charge of marketing communications, which includes managing social media plans, public relations initiatives, and advertising campaigns. While they’re not the ones executing daily tasks, their central role revolves around defining the brand’s personality and making sure it remains true across all platforms.

A CMO’s decision-making process is driven by data and key performance indicators (KPIs). In the process of determining marketing strategies, investments, and how resources are allocated, their bedrock lies in data analysis and exhaustive market research. It’s important to Hire a Head of Marketing who collaborates with the board of directors, advocating for marketing budgets and presenting strategic plans to secure the necessary resources for the organization’s marketing initiatives.

 

Vice President (VP) of Marketing

Another vital leader within the marketing department is the Vice President of Marketing. The VP of Marketing typically reports to the CMO, but in small business marketing organizations, they may directly report to the CEO or business owner. Visualize this position as the captain of a ship, skillfully navigating with a versatile skill set through the diverse waters of the marketing function.

The CMO’s marketing strategy is executed in part by the VP of Marketing, who collaborates closely with the CMO. They are in charge of converting the strategic vision into workable plans and seeing to it that they are successfully carried out. Generating unified marketing campaigns and initiatives necessitates partnerships with different sections within the marketing division, comprising design, sales, and analytics.

A VP of Marketing wears multiple hats, often serving as a project manager, data analyst, and human resources liaison. Managing marketing projects, monitoring their development, and enforcing deadlines are part of their duties. Supervising marketing projects, keeping a close eye on their progress, and ensuring the punctual completion of tasks are part of their mandate.

A vice president of marketing is also active in public relations initiatives, managing media relations and the reputation of the business. When you opt to hire a Head of Marketing, aim for a professional who is more than just involved in strategy development – they’re the driving force behind marketing plans, capitalizing on their comprehensive grasp of market dynamics and consumer behavior to propel your business forward. Moreover, their involvement in hiring skilled marketing department employees and their adept team management fosters a congenial and productive work environment.

 

Distinctions between CMOs and VPs of Marketing

While CMOs and VPs of Marketing share the common goal of driving marketing success, they adopt different approaches and focus on distinct aspects of the marketing function. Strategic leadership and the ability to make crucial decisions are at the core of the CMO’s main duties. Hire a Head of Marketing who is focused on establishing the overall marketing strategy, positioning the brand in the market, and evaluating the effectiveness of marketing efforts. CMOs give an organization’s marketing director a bird’s-eye view of the marketing landscape by examining market trends, consumer insights, and competition positioning.

On the other hand, VPs of Marketing are tactical leaders who focus on executing the strategies devised by the interim CMO. They collaborate closely with each team member to make sure that daily marketing operations are in line with the larger strategic objectives. Vice Presidents of Marketing are involved in the careful implementation of marketing programs, resource management, and marketing channel optimization to maximize outcomes. Their hands-on approach and deep involvement in the operational aspects of marketing make them invaluable in translating strategic objectives into tangible outcomes.

It is important to note that the duties of CMOs and VPs of Marketing can overlap and vary based on the organization’s structure and requirements. In some cases, both roles may participate in hiring and interview processes to build a strong marketing team. The division of duties depends on a number of variables, including the size of the company, the complexity of the marketing operations, and the resources that are available.

 

Hierarchy within the Marketing Department

The hierarchical relationship between CMOs and VPs of Marketing depends on the organizational structure and size. Typically, the CMO holds the highest-ranking position within the marketing department. They oversee the activities of the VP of Marketing and provide strategic guidance. In larger organizations, the VP of Marketing reports directly to the CMO, working closely together to align marketing initiatives with the overall strategy.

In some cases, where the organization lacks a CMO, the VP of Marketing may report directly to the CEO or business owner. This direct reporting structure highlights the significance of the VP of Marketing’s role and their contribution to the organization’s marketing function. Regardless of the reporting structure, Hire a Head of Marketing who is responsible for providing the vision and strategic direction for the marketing team, ensuring its alignment with the broader business objectives.

CMOs, as high-level executives, often report directly to the CEO and have regular interactions with the Board of Directors. Their presence in board meetings helps them advocate for marketing initiatives, secure necessary budgets, and demonstrate the value of marketing in achieving the organization’s goals. This interaction with the board highlights the strategic importance of the CMO role in shaping the organization’s overall direction and ensuring its competitiveness in the market. Another option is to hire a marketing consultant.

 

Fractional CMO as an Alternative

For businesses seeking marketing leadership but not yet ready to invest in a full-time CMO, a Fractional CMO offers a cost-effective alternative. A Fractional CMO provides the expertise, strategy, and leadership necessary to drive marketing success at a fraction of the cost of a full-time CMO. One such example is PartCMO, a team of skilled marketing professionals specializing in Fractional CMO services.

Engaging a Fractional CMO brings several benefits to businesses. When you Hire a head of marketing it’s important to remember that these professionals will bring experience and insight you may not have previously had available, this is all because of the diverse organizations these professionals may have worked within. With an outsider’s perspective available you will be able to identify untapped opportunities for growth and implement successful and proven strategies to guide your marketing team to achieve tangible results.

Streamlining marketing efforts with strategic direction is a fractional CMO’s main responsibility; they can do this by clarifying objectives and optimizing resource allocation to ensure that everything has been streamlined to work as efficiently as possible. When you hire a head of marketing who can bring in a fresh perspective, introduce creative approaches whilst challenging existing assumptions. A marketing manager will also offer guidance on data analytics, market research, and emerging trends to make informed decisions and drive marketing success.

Engaging a fractional CMO; businesses can access leadership and expertise they may not have had access to previously that will be necessary to enhance their marketing efforts, all whilst not committing to a full-time role. Hire a head of marketing to allow your organization to have specialized knowledge and tap into a diverse skill set tailored to their specific needs.

 

How to Hire a Head of Marketing That Will Drive Business Growth Takeaway

 

Need to hire a Head of Marketing fast?  BOOK HERE to get started or
Schedule Your Free Marketing Strategy Consultation with a Fractional CMO today.

 

As we went over in this article developing a successful marketing leadership team requires an awareness of the distinctions between CMOs and VPs of Marketing. While CMOs focus on strategic direction and overall marketing strategy, VPs of Marketing are responsible for tactical execution and aligning efforts with the broader vision. Depending on the organization’s size, reporting arrangements, and strategic priorities will determine the hierarchy between these roles.

Companies seeking to enhance their marketing strategies can benefit from the cost-effective services of fractional CMOs. These experts, operating without a full-time commitment, supply knowledge, strategic insights, and leadership to attain marketing success. Streamlining marketing initiatives, making shrewd decisions, and securing long-term success are all well within their capabilities to support businesses. Hire a Head of Marketing who possesses a diverse skill set, relevant experience, and the ability to adapt to changing marketing landscapes, professionals can excel in this dynamic and challenging role.

In the end, developing a strong brand presence, fostering business growth, and adjusting to the volatile market environment all depend on excellent leadership within the marketing division. Whether through a CMO, a VP of Marketing, or a Fractional CMO, investing in marketing leadership is a key step toward achieving marketing excellence and staying ahead of the competition.

 

Need to hire a Head of Marketing yesterday?  BOOK HERE to get started or
Schedule Your Free Marketing Strategy Consultation with a Fractional CMO today.