What do they do?

Marketing Representatives provide the creative fuel for insurance carriers by developing and executing effective marketing programs and strategies. Their function is both consultative and adaptive, listening to consumers’ changing needs and the carrier’s changing capabilities, and at the same time identifying new, exciting, and appropriate products, outlets, and messaging vehicles.

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Why is it important?

Marketing Representatives provide a unique link between an insurance carrier’s sales force and the consumer. They create promotional materials and opportunities for the company, its products, and its services – in response both to product development and innovation and to consumer feedback. Branding is critical: a company wants its image and its products to be accurately and compellingly represented in order to maximize profits or market share. The Marketing function often aligns with or houses the company’s philanthropic efforts.

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Typical Duties

• Conduct market research and analyze sales and marketing data to understand consumer responsiveness to products.

• Monitor market trends and competitors’ activities.

• Identify opportunities and vehicles for relevant visibility.

• Identify the opportunity and/or need for product development.

• Develop and execute marketing strategies to provide relevant visibility for the company and its products and services and meet consumer needs.

• Use forecasting or strategic planning to ensure the sale and profitability of products, lines or services.

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Required Skills ​​

• Active listening

• Strategic Thinking

• Complex Problem Solving Skills

• Communication

• Creative Orientation

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Career Facts​​

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

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• Education and Professional Requirements:

  • Entry-level: Bachelor’s degree

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

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

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Additional Resources

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• References​​

  • OII Marketing Representative Profile

  • InVest Marketing Careers Profile

  • US Bureau of Labor Statistics Occupational Outlook Handbook

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• Videos

  • Meet a Marketing Representative

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• Designations/Certifications/Exams​

  • The National Alliance: University Associate Program, Certified Insurance Counselor (CIC), Certified Insurance Service Representative (CISR).​​

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