A company’s external marketing and promotions are overseen and coordinated by an advertising and promotions manager. He or she manages other promotional activities and oversees the production of an organization’s advertising campaigns, often in collaboration with other organizations. In terms of promotional and community events, someone in this position could be the company’s public face. He or she can create and run contests and other public activities while adhering to the various national and local laws that govern them. Those who work in this field frequently have specialized knowledge in a specific industry sector.
Managerial responsibilities may make up a large part of his or her job description. He or she can get direction for the overall marketing promotions strategy by meeting with the company’s management. The manager may also be knowledgeable about the numerous laws that govern ethical business practices, such as truth in advertising and rules governing disclosure and reporting requirements for promotional contests.
Other management responsibilities could include determining the marketing budget and collecting and analyzing return-on-investment (ROI) data. Analyzing website visitor analytics in the days or weeks following a major social media campaign is an example. Most advertising and promotions managers give community presentations and may also speak at entertainment venues. Appearances at trade shows enable a person in this profession to strengthen and expand strategic relationships with current and potential customers, as well as forge relationships within a specific industry sector. An advertising and promotions manager’s job may require a significant amount of travel.
A person working in this field is expected to be extremely knowledgeable about the industry in which they work. Sometimes, through the efforts of an advertising and promotions manager, companies form alliances. Two companies may collaborate on advertising campaigns or join forces to promote a common cause among a larger group of companies.
Industry niche knowledge may be required for some of the tasks that fall under the purview of an advertising and promotions manager, depending on the industry sector. If he or she worked in the pharmaceutical or alcoholic beverage industries, for example, this would be an example. The marketing of these products is governed by strict laws in many parts of the world. A person in this profession may be required to have very specific industry sector knowledge in a particular field in some cases.