Marketing directors · the role
What does a marketing director do?
The short answer · updated
A marketing director leads an organisation’s marketing: setting the strategy, deciding the target customers and positioning, owning the budget, and running the team and agencies that deliver campaigns. They answer for results such as leads, sales and brand. Most report to the chief executive, or to a chief marketing officer where there is one.
What a marketing director does
The Office for National Statistics groups marketing directors with sales and advertising directors. Its Standard Occupational Classification (unit group 1132) says they plan, organise and direct advertising campaigns and market research, and formulate and implement an organisation’s marketing, sales and social media policies. The tasks it lists are below.
In practice the job has three parts. Strategy: which customers, which message, which channels, and how the budget is split. Delivery: campaigns, content, events, digital and product launches, through an in-house team and agencies. And measurement: what the spend produced, reported in terms the finance director and the board accept.
The marketing director is the step above the marketing manager. The National Careers Service describes a marketing manager as creating marketing and social media strategies, launching products, approving campaign content, budgets and targets, and working with agencies, and lists marketing director as the next step with experience.
- developing the marketing strategy that delivers the organisation’s objectives;
- planning and monitoring research into customers and their reactions to products;
- defining target groups and planning media to reach them;
- shaping campaigns that carry the right product image, effectively and economically;
- analysing sales figures and monitoring campaigns and promotions;
- recruiting and training the marketing team;
- reporting on marketing, advertising and sales strategy.
Who a marketing director reports to
In a company without a chief marketing officer, the marketing director is the most senior marketer and usually reports to the chief executive or the managing director. In a larger company with a CMO, the marketing director reports to the CMO and may run one region, brand or business unit.
Some marketing directors report to a commercial director or a chief revenue officer, alongside sales. That works when marketing’s main job is generating pipeline for the sales team; it works less well when the brand needs long-term investment that does not show up in this quarter’s numbers.
A marketing director is not a company director unless appointed to the board. One who is has the seven general duties under the Companies Act 2006, set out in Companies House guidance.
Marketing director vs CMO vs head of marketing
A chief marketing officer (CMO) is the top marketing executive, part of the C-suite. A CMO owns positioning, the marketing budget and the case to the board for where growth comes from, and often has marketing directors reporting in.
A marketing director leads the marketing function. In a mid-sized company the marketing director is the top marketer and does most of what a CMO would; in a large group, the marketing director runs a brand, region or channel under the CMO.
A head of marketing usually sits a level below a director: managing the team and the plan, with less say over strategy and budget. Titles drift with company size, so a head of marketing at a large company may carry more than a marketing director at a small one. Read the remit, not the title. The CMO headhunter and fractional head of marketing pages cover the tiers either side.
The rules a marketing director answers for
Marketing is regulated, and the marketing director signs off the work. The CAP Code is the rule book for non-broadcast advertising, sales promotions and direct marketing, enforced by the Advertising Standards Authority; claims need evidence, and ads must be recognisable as ads.
Emails, texts, calls and cookies fall under the Privacy and Electronic Communications Regulations and data protection law. The ICO’s direct marketing guidance covers consent, business-to-business marketing and the use of bought-in data.
Environmental claims are a particular risk. The Competition and Markets Authority’s Green Claims Code explains how to make them without breaching consumer protection law.
Fractional, interim and part-time marketing directors vs permanent
A permanent marketing director is an employee who builds the function over years. That suits a business with a marketing team to lead and a budget that needs full-time ownership.
A fractional or part-time marketing director works a set number of days a week or month. That suits a business that needs a strategy, a plan and someone to manage agencies, but not five days of senior time. You can hire a fractional marketing director or hire a part-time marketing director. An interim marketing director works full-time for a fixed period, to cover a gap, run a launch or rebuild a team; you can hire an interim marketing director.
A fractional or interim marketing director often works through their own company, so the off-payroll working rules (IR35) may apply. Status turns on how the engagement runs in practice, and a medium or large client makes the determination. Our IR35 guide sets out the tests.
What a marketing director costs and earns
Pay moves with the size of the business, its sector, the size of the team and budget, and whether the role is the top marketing job or one of several. A permanent marketing director is paid a salary, often with a bonus; a fractional or interim one a day rate.
We do not publish a figure on this page. Our marketing director salary page sets out pay with its sources, and our head of marketing salary and CMO salary pages cover the tiers either side. For part-time costs, see fractional CMO cost.
How to hire a marketing director
Start with the gap. If the strategy is settled and delivery keeps slipping, you need someone to run the team and the plan. If positioning, the target customer or the budget split is still open, you need someone senior enough to settle it, which may be a CMO. The answer also tells you whether to hire permanent, fractional or interim.
Test the work. The CIPD sets out structured, fair selection, including skill-based assessment tasks. Ask candidates to critique your current marketing, build a plan for a budget you set, and explain a campaign that failed. CIM Chartered Marketer status shows professional standing and current learning, though it is not a requirement.
Our marketing director recruitment page sets out how we hire a marketing director. We recruit fractional, interim, part-time, temporary and permanent executives. Every brief gets a shortlist of 3–5, each with pay or day rate, availability and IR35 position set out, after the five-stage vetting we describe.
Questions people ask
What is the difference between a marketing director and a CMO?
A CMO is the top marketing executive, part of the C-suite, and owns positioning, budget and the growth case to the board. A marketing director leads the marketing function; in a mid-sized company that is the top job, in a large group it sits under the CMO.
Is a head of marketing more senior than a marketing director?
Usually not. A head of marketing typically sits a level below a director, running the team and the plan. But titles drift with company size, so compare the remit, the budget and the reporting line, not the title.
Is a marketing director on the board?
Not always. A marketing director is a company director only if appointed to the board. One who is owes the directors’ duties set out in Companies House guidance, like any other director.
What qualifications does a marketing director need?
None is required. The ONS notes that entry is usually by progression from roles such as marketing manager, and that most hold a degree; professional qualifications are available from bodies such as the Chartered Institute of Marketing. CIM Chartered Marketer status is a recognised mark of standing.
Does a small business need a marketing director?
Not always full-time. A small business needs a clear strategy and someone to own the budget and results. A fractional or part-time marketing director for a few days a month can set that up and manage agencies or a small team.
How much does it cost to hire a marketing director?
It depends on the engagement. A permanent marketing director is paid a salary; a fractional or interim one a day rate. Our marketing director salary page sets out sourced figures. We set out pay or day rate for every candidate on a shortlist.
How do I hire a marketing director?
Decide the gap, choose between permanent, fractional and interim, and test candidates with a practical exercise on your own marketing. Our marketing director recruitment page sets out the process; we send a shortlist of 3–5, each with pay or day rate, availability and IR35 position set out.
