Running head: EPORTFOLIO SIGNATURE ASSIGNMENT

ePortfolio Signature Assignment: Director of Marketing

Destiny Shaw
Salt Lake Community College
BUS-1010-005 Su16
July 24, 2016
Lon Schiffbauer

EPORTFOLIO SIGNATURE ASSIGNMENT

ePortfolio Signature Assignment: Director of Marketing

A Director of Marketing controls many aspects of a companys public image, and steers
the direction and focus of a company. To qualify for this position a person must have strong
communication skills, as well as an ability to pay close attention to detail. This position requires
the ability to understand and direct the mission of a company, and ensure that all material
produced to promote the company are aligned with this mission. Higher education is a typical
requirement, but is not always necessary, as there are positions at entry level that do not require a
degree, and can allow one to learn and advance on the job. Although the work load is heavy,
many in this position truly enjoy what they do, and feel rewarded in their career.
Job Description
There are many functions of a Director of Marketing, and the title is not always all
encompassing, and can vary greatly from organization to organization. However; in my research
there have been several steadfast duties that seem to be a fixed part of the position, no matter
where this person works. Just like any other position there are the day-to-day functions, and
then there are larger responsibilities that a person in this position must oversee.
Within the company that I currently work for, Kenworth Sales Company, the marketing
department is a team of one. Below is the most recent version of the Companys job description
for the Director of Marketing. (Note that the official title has since changed, as this position is
now titled; Corporate Marketing Director.)
The primary function of the Marketing / Customer Service Manager is to create,
coordinate and/or implement all Company marketing programs; monitor and report on all
customer satisfaction levels; and make recommendations to upper management relative to all of

EPORTFOLIO SIGNATURE ASSIGNMENT

the above. Job Description. (n.d.). In Kenworth Sales Company Job Descriptions (pp. 1-3).
(Reprinted from Marketing / Customer Service Manager.)
Another description for a Marketing Manager was found online. Many of the central
functions of the position are identical, but the level of involvement will change based on the
organization, and the size of the department.
Plan, direct, or coordinate marketing policies and programs, such as determining the
demand for products and services offered by a firm and its competitors, and identify potential
customers. Develop pricing strategies with the goal of maximizing the firm's profits or share of
the market while ensuring the firm's customers are satisfied. Oversee product development or
monitor trends that indicate the need for new products and services. National Center for O*NET
Development. Data Collection: 11-2021.00.O*NET OnLine. Retrieved July 25, 2016, from
http://www.onetonline.org/link/updates/11-2021.00
Many of the day-to- day tasks of this position tend to be managerial in nature, overseeing
the many marketing outlets of the company. Ensuring that the brand and image of the company
are being represented correctly across the many different platforms available to promote to
customers and the public. While the large projects can include writing specific marketing
policies to protect the image of the company, designing and implementing new marketing
campaigns to retain existing customers, or attract or obtain new markets, resulting in higher
market shares for the company that he or she represents. The position may also include planning
and organizing large events, or focused sales campaigns. A Marketing Director will also analyze
data, and promote new programs designed to target specific demographics.
Required skills for this position include heavy analytic skills, strong organization skills,
and exceptional written, visual, and verbal communication skills. This person must also be

EPORTFOLIO SIGNATURE ASSIGNMENT

familiar with, and able to operate standard office and computer equipment, and be proficient in
design, word processor, and other standard computer software. A Director of Marketing must feel
comfortable and confident in dealing with upper level and corporate management, and be able to
lead and direct meetings. Although one may be a strong sales person, or have experience in
buying or merchandising product, a marketing professional must also be able to understand and
predict market patterns, consumer behaviors, sales, visual arts and general marketing strategies.
Marketing Careers - Career Path Information | Monster.com. (n.d.). Retrieved July 25, 2016,
from http://www.monster.com/marketing-careers

Education and Career Path

Although there have been some who were able to achieve a position in Marketing without
attaining a higher education, it is a fairly standard requirement that someone in this position have
an undergraduate degree. A Bachelors degree is the field requirement for nearly all entry level
positions, and higher positions may require further educational and/ or related experience. A
typical career path for a marketing professional will often include, a four-year or better college
degree, often in conjunction with an internship to gain valuable on the job training. It is likely
that the step after college and an applicable internship would be to start out in an entry level
marketing position, that would allow someone to advance strategically from there. Entry level
positions often entail a lot of data capture and data analyzation, while other entry level positions
may just be that of an administrative assistant to higher level Marketing Managers.
Salary and Job Outlook
The outlook for someone seeking a position in Marketing is good. As the world continues
to move toward a world economy and as businesses continue to strategize to control their

EPORTFOLIO SIGNATURE ASSIGNMENT

respective market share, or demand a larger share of the market, marketing professionals will
continue to be an iatrical part of a business. The field is projected to grow by 9 percent, faster
than average, by the year 2024. Summary. (2015, December 17). Retrieved July 25, 2016, from
http://www.bls.gov/ooh/management/advertising-promotions-and-marketing-managers.htm
Salaries can greatly differ from state to state, and from rural to urban or metropolitan
areas. With the best opportunities in largely metropolitan areas in larger, more populous states.
On the high end of the wage scale a marketing professional could expect a six figure annual
income of $133,140-$197,390, while on the lower end $48,730-$97,810 is the norm. In Utah,
and particularly the Salt Lake metro area, a Director of Marketing can expect anywhere from
$97,810-$133,110, falling just in the median range of salaries. Salary will also greatly depend on
the industry in which a Marketing Manager works. 11-2021 Marketing Managers. (2016, March
30). Retrieved July 25, 2016, from http://www.bls.gov/oes/current/oes112021.htm
Corporate Marketing Director Bio
When choosing someone in the field to research, I am fortunate enough to work on the
corporate level of a business in the Transportation industry, and was able to sit down and
interview someone that I already have been working closely with for the past few months.
Martha Mills is the Corporate Marketing Director with Kenworth Sales Company. She
began with the company in 2005, after leaving ToyRUs as a Store Director. She also has an
extensive background in the food industry saying that she had wanted to be in the food industry
since I was sixteen and worked at McDonalds. She graduated from the University of Denver
with a Bachelors degree in Hotel Restaurant Management, or Tourism Management, as it is now
referred to today. After working in the restaurant industry for years, even opening restaurants
with her husband, she decided that she wanted to do something a little different, and moved to

EPORTFOLIO SIGNATURE ASSIGNMENT

ToysRUs, where she worked as a Store Director for six years. After some restructuring of her
positions at ToysRUs that would have required that she work over night shifts, she decided to
leave the company, and reached out to an old family friend for a reference on her resume. The
friend was Kyle Treadway, owner and Dealer Principle of Kenworth Sales Company. He ended
up doing her one better by offering her the position of Marketing / Customer Service Manager, at
the then small, but rapidly growing company. With little to no specific training in formal
Marketing, it was more her skill set of being able to talk to people, from the ladies in the office,
to the mechanics, and from customers to vendors, and a strong understanding of merchandising,
that led Mr. Treadway to recruit her for the new position. Martha began the task of developing a
brand for the company, and took charge of customer relation aspects by developing and
providing standardized training to each location. Over the years her title has grown with the
company to Marketing Director. Today she is charged with scrupulously managing the Kenworth
Sales Co. brand, both in the industry, as well as the community. Managing marketing campaigns
and promotions across seven states, twenty-one locations, and several different departments.
Although she is currently a department of one, she manages to oversee many different facets of
daily marketing operations, and would like to eventually be able to hire a Social Media marketer,
and other positions to further promote the Kenworth brand. Mills, M. (2016, July 13). Corporate
Marketing Director Boi [Personal interview].
Pros and Cons
As a Marketing Professional one must be comfortable with high profile work, and
an ability and desire to travel and promote. These can be considered either a pro or a con,
depending on the person. This position is often one that will require a great deal of travel, so it is
not a position for someone that would prefer to stay home. It will also require a great deal of

EPORTFOLIO SIGNATURE ASSIGNMENT

communication skills as well as a collaborative work, and is not for the person that prefers to
work on their own. For the right personality type, the opportunity to work with groups and be
able to speak with and generate new ideas in groups is a big pro, as this is what Martha Mills
said is one of her favorite parts of the position. Marketing can also be a career that can easily
spill over into your personal life, so if you are the type that likes to punch out and call it quits for
the day, this career path is not for you.
I personally wanted to explore this avenue, because it is a path that I had never thought of
much before, but now find myself performing and enjoying entry level marketing duties. I have
learned to put together sales plans, and campaigns for our Part Departments across the twentyone locations through collaborative work, and data analyzation. I very much enjoy the level of
communication that is required, as well as the ability to be creative as I put together monthly
flyers or sell sheet promotions. My path has now begun to encompass travel, so that I can learn
more about the many different platforms of marketing that is done, and how greatly diverse the
demographics are in the industry. Travel being something that I enjoy, and a must have part of
my desired career list. Many of the core skill sets align with my own, making this a great career
path for me.
Conclusion
The field of Marketing, and specifically the position of Marketing Director,
Maketing Manager, etc., can be an enjoyable and extremely rewarding career path. The outlook
for job growth is high, and salaries are some of the highest in the industry, but can vary greatly
depending on the position, and the state in which one is working. Browse Average Salary Ranges
for Marketing Jobs. (n.d.). Retrieved July 25, 2016, from http://www1.salary.com/Marketing-

EPORTFOLIO SIGNATURE ASSIGNMENT

Salaries.html. The position requires a lot of hard work and dedication. A passion for the position
is a must, as the demand could overwhelm those that do not find their heart in it.

EPORTFOLIO SIGNATURE ASSIGNMENT

References
11-2021 Marketing Managers. (2016, March 30). Retrieved July 25, 2016, from
http://www.bls.gov/oes/current/oes112021.htm
11-2021.00 - Marketing Managers. (n.d.). Retrieved July 25, 2016, from
http://www.onetonline.org/link/summary/11-2021.00
Browse Average Salary Ranges for Marketing Jobs. (n.d.). Retrieved July 25, 2016, from
http://www1.salary.com/Marketing-Salaries.html
Job Description. (n.d.). In Kenworth Sales Company Job Descriptions (pp. 1-3). (Reprinted from
Marketing / Customer Service Manager.)
Marketing Careers - Career Path Information | Monster.com. (n.d.). Retrieved July 25, 2016,
from http://www.monster.com/marketing-careers
Mills, M. (2016, July 13). Corporate Marketing Director Boi [Personal interview].
Summary. (2015, December 17). Retrieved July 25, 2016, from
http://www.bls.gov/ooh/management/advertising-promotions-and-marketingmanagers.htm