Sales Promotion Executive
What is the work like?
As a sales promotion executive, it would be your job to run promotional marketing campaigns so as to raise a company's profile and increase their sales.
To attract consumers to the product or service you are promoting, you might use strategies such as free gifts, competitions, token collect offers or money-off vouchers. You could reach people in various ways, including in-store displays, special events, direct mailings and advertising.
Your day-to-day tasks would typically include:
- meeting clients and suppliers to find out about their product or service
- researching clients and markets
- developing ideas for marketing strategies and campaigns
- presenting your ideas to the client
- briefing other staff in the marketing and promotions agency
- writing promotional marketing material
- costing projects and making sure that everything stays on budget
- making sure that each part of a campaign runs smoothly
- reporting on the campaign’s progress and judging its effectiveness.
In some jobs you may be known as an account or brand executive.
What qualifications and experience will employers look for?
You could become a sales promotion executive from a range of backgrounds, although you may have an advantage with previous experience of promotional work, sales, marketing or customer service. Employers will be interested in your skills, enthusiasm and business sense.
However, marketing and sales promotion is a competitive industry to join, and some employers may prefer you to have a degree or BTEC HND in a relevant subject such as advertising, marketing, business and management or psychology.
If you have a degree, you could join the industry through a graduate training scheme, such as the scheme that the Marketing Communications Consultants Association (MCCA) runs for its member agencies. See the MCCA’s website for details.
It is a good idea to try to find work experience in a marketing promotions agency before you look for your first job. Contact agencies directly to ask about work placements – see the MCCA website for a list of member agencies.
What further training and development can I do?
You would usually start as a junior sales promotion executive and develop your skills on the job, possibly through an agency’s structured graduate training scheme.
Your training may include the chance to gain one of the following qualifications from the Institute of Sales Promotion (ISP):
- ISP Certificate in Promotional Marketing – an introductory short course that many agencies use as part of their training for new staff
- ISP Diploma in Promotional Marketing – a part-time course of around 18 weeks, which is the main qualification in the sales promotion industry.
The ISP also offers a range of short courses and seminars in various aspects of sales promotion. See the ISP’s website for more details about their qualifications and training.
If you deal with direct marketing in your job, you could also take short courses and qualifications from the Institute of Direct Marketing (IDM) – see their website for information.
Where can I go for more information?
4 New Quebec StreetLondon
W1H 7RF
Tel: 020 7535 3550
Teddington
Middlesex
TW11 0AR
Tel: 020 8614 0277
www.think-direct.com
Islington
London
N1 9HS
Tel: 020 7837 5340
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What salary and other benefits can I expect?
- Starting salaries are usually between £18,000 and £21,000 a year.
- With experience, this can rise to £25,000 to £35,000 a year.
- Account directors can earn up to £50,000 a year or more.
Figures are intended as a guideline only.
What are the hours and working conditions?
At the start of your career you would be mainly office-based, although you could sometimes visit suppliers and attend events. With experience, you would spend more of your time on the road visiting clients.
What skills and knowledge will I need?
- good spoken and written communication skills
- creativity and problem-solving skills
- good organisational skills and attention to detail
- the ability to work well as part of a team
- drive, motivation and enthusiasm
- the ability to meet deadlines and work under pressure
- confidence and persuasiveness, for 'selling' your ideas
- budget awareness and good business sense.
What opportunities are there?
You could work for a sales promotion agency, or for a marketing communications agency that offers clients a range of services including sales promotion, direct marketing and advertising. Most agencies are based in London and other major cities.
With experience, you could work on larger accounts and be promoted to senior account executive, account manager and account director.
Jobs may be advertised in the local and national press, industry magazines, and by specialist recruitment agencies.
You may find the following useful for job vacancies and further reading (links open new window):
Brand Republic
Campaign
Marketing Week
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