Marketing Specialist

What the work involves

A marketing specialist builds the link between a business and its customers. They study the market, competitors and the target audience, define the product's positioning, and plan the marketing strategy and budget. Next come the choice of channels: social media, search, email, content. An important part of the job is measuring results: a marketer analyzes data and adjusts the actions.

A marketer's work is cyclical: actions are planned, carried out and measured, and the conclusions go back into the plan. Besides channels, they deal with pricing, how an offer is worded and communication with customers. In small companies a marketer often combines several roles, while in large ones they specialize in one direction.

Skills you need

• Analytical thinking and the ability to work with data.
• Market and audience research methods.
• Knowledge of advertising and analytics tools.
• Written communication: materials, proposals, reports.
• Creativity and an understanding of business logic.

How to start and learn

Start with marketing fundamentals: audience, positioning, the sales funnel and channels. Then pick a practical direction, such as social media, paid ads, SEO or content, and try it on a real or small project. Learn to read analytics reports, because without that you cannot judge how effective your actions are. A portfolio that describes campaigns is useful: what the goal was, what was done and what came of it.

Where they work

In Armenia, marketers are hired by startups, retail and manufacturing companies, banks, advertising and digital agencies, and IT companies. Freelance work is also possible, running the marketing of small businesses.