What does a marketing director do? 

A marketing director provides leadership to an organization’s marketing efforts, directing the teams they oversee. They not only strategize and design a company’s marketing plans, but they also strive to establish and promote the brand’s image. Marketing directors must also set and manage the marketing budget, determine the allocation of resources, and ensure that deadlines are met. They also use key metrics to measure the effectiveness of marketing efforts and adjust activities accordingly. A skilled marketing director can create and facilitate marketing strategies that boost sales, increase revenue, and foster a glowing brand image—enabling your organization to meet or surpass company goals.

Marketing director skills and qualifications

A successful marketing director possesses certain competencies that enable them to perform their duties. When seeking top-notch applicants, you may wish to look for the following skills and qualifications:

• Excellent verbal and written communication skills, enabling them to clearly explain marketing strategies to stakeholders and team members, engage with customers, and collaborate with other departments
• Accomplished leadership abilities and project management skills, including the ability to delegate duties, guide team members, motivate others, and make tough decisions
• Digital marketing skills, allowing them to maximize the use of social media and digital marketing campaigns, utilize SEO strategies, and measure an online initiative’s effectiveness 
• Keen brand management capabilities, enabling them to create and foster a stellar brand image that remains consistent across marketing initiatives, engage in effective brand storytelling, and enhance consumer loyalty
• Strategic thinking skills, including the ability to envision the big picture while developing and initiating complex marketing strategies that align with multiple business objectives
• A talent for thinking analytically, using data and metrics to assess marketing campaign effectiveness and drive future marketing efforts
• Proven agility, allowing them to quickly pivot and adapt marketing plans to meet changing consumer demands, increased competition, new technologies, and a rapidly evolving economy
• Creativity and the ability to think outside the box, developing novel marketing campaigns and brand messaging that enable your organization to stand out from the competition

Marketing director experience requirements

A top-notch marketing director candidate boasts five to ten years of marketing experience, including the ability to research trends, strategize and evaluate marketing campaigns, and establish a positive brand image. The ideal applicant will demonstrate a proven ability to manage and lead a marketing team, executing complex and effective marketing initiatives from start to finish while adhering to budget constraints and meeting deadlines.

Marketing director education and training requirements 

Typically, a marketing director job candidate will possess a bachelor’s degree in marketing, business administration, or a related field. Some organizations prefer individuals who boast a master’s degree. 

You may consider seeking a candidate with an industry certification, such as the Chartered Marketer (CM) or the Certified Marketing Management Professional (CMMP) designations. While the Chartered Marketer certification is a Canadian credential, the Certified Marketing Management Professional designation is an international credential recognized in Canada.  

Marketing director salary expectations

According to Indeed Salaries, the average salary for a marketing director in Canada is $107,054 per year. It is important to note that this salary can vary based on the individual’s experience, geographical location, and company. 

Job descriptions samples for similar positions

If a marketing director is not the professional your company requires, here are some related job descriptions that may more closely meet your needs:

• Chief marketing officer
• Marketing manager
• Marketing specialist
• Advertising manager

Marketing director job description FAQs

What are the personal traits of an ideal marketing director?

While individual personal traits may vary, some are hallmarks of a successful marketing director. They tend to be adventurous, willing to take risks and try new things to achieve goals. Ideal candidates will be highly artistic and creative, enabling them to develop original ideas. Marketing directors also possess a knack for persuasion, making them natural leaders and enabling them to devise compelling and convincing marketing campaigns. Self-motivation is another valuable trait that helps a marketing director motivate others, keep on top of all marketing activities, and function as a true champion for your brand. 

What’s the difference between a marketing director and a marketing manager? 

The marketing director looks after the big picture by overseeing all aspects of an organization’s marketing efforts, engaging in long-term strategizing and planning, communicating with key stakeholders, managing budgets and resources, and setting the course for all marketing and brand imaging initiatives. The marketing manager reports to the marketing director. The marketing manager oversees day-to-day marketing functions, supervises the marketing team, monitors the progress of specific campaigns, and executes the marketing strategies set forth by the marketing director. Be sure to tailor your job description to the most appropriate role.

Who does the marketing director report to?

The marketing director can report to different people depending on the size and type of organization. In larger companies, they may report to the chief marketing officer (CMO) or the VP of marketing strategies. In smaller organizations, they can report directly to the chief executive officer (CEO). Marketing directors are considered senior management.