What They Do:

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, advertising sales agents, and financial staff members.

Why It's Important:

Advertising, Promotions, and Marketing Managers are important in the insurance industry because they are the face of the insurance company that consumers see. Marketing professionals use creative marketing materials to draw customers in to purchasing insurance products and services without creative materials customers may look elsewhere for products.

Typical Duties:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media

  • Plan promotional campaigns such as contests, coupons, or giveaways

  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards

  • Negotiate advertising contracts

  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement

  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses

  • Develop pricing strategies for products or services marketed to the target customers

  • Meet with clients to provide marketing or related advice

  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Important Skills:

Analytical skills

Communication skills

Creativity

Decision Making skills

Interpersonal skills

Organizational skills

Salary Range

The median annual wage: $125,510

The lowest 10% ~ $61,930

The highest 10% ~ $208,000

Professional Designations:

Professional Certified Marketer

Google Analytics Individual Qualification

Google Ads Certification

Facebook Blueprint

Twitter Flight School

HubSpot Inbound Certification

HubSpot Content Marketing Certification

HubSpot Email Marketing Certification

Hootsuite Social Marketing Certification

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Career Facts

Salary range: Marketing Analysts command salaries in the $60,000 ballpark, and Marketing Managers can earn upwards of $100,000

Education and Professional Requirements:

  • Entry-level: Bachelor’s degree

  • Advancement: multiple years of related work experience or professional certifications

 

Possible career path: Marketing Analyst > Marketing Representative > Marketing Manager > Vice President of Marketing

Additional Resources

References:

  • OII Marketing Representative Profile

  • IIC Marketing Representative Profile

  • National Alliance Marketing Representative Profile

  • US Bureau of Labor Statistics Occupational Outlook Handbook

Videos:

  • Meet a Marketing Representative

Webinars:

  • Marketing Excess and Surplus Lines: The Safety Valve of the Insurance Industry