Winning Without Competition: How to Break Out of a Commodity ...

Appendix Six:
Marketing Manager Job Description
TITLE: MARKETING MANAGER
REPORTS TO: VICE CHAIRMAN
GEOGRAPHIC SCOPE: U.S. MARKET
Position Overview
The marketing department is the "voice of the customer" in an
organization. Absent a strong marketing function, the organization
becomes operationally and financially driven (at the expense of long-term
market position) or sales driven. Effective marketing is critical in any
market in which the buyer, the buying criteria or the competition is
changing.
Within Company XYZ, the Marketing Manager will serve or participate in
a number of crucial roles:
1) Participate in broad-based decision-making regarding where to compete
(target customers, markets, products, technologies, services) and how to
compete (the company's strategic positioning, differentiation and valueadded).
2) Develop strategies to promote the sales of current products in both
existing and new markets.
3) Develop project proposals and business plans for new products, and
participate on new product project teams, serving as the marketing
representative and the voice of the customer.
4) Select a specific positioning strategy for each of the company's products,
consistent with the company's overall strategic positioning.
5) Serve as the spokesperson of the customer within the company,
ensuring that customer needs and views are conveyed and taken into
account as part of all strategic decisions.
6) Identify the marketing resources required to achieve near-term sales
and profit objectives, as well as the long term vision.
7) Oversee and/or conduct marketing activities to enhance the efforts of
the sales force, helping to ensure that the sales forecast is achieved. This
includes the provision of sales support materials and select field support,
for example, visits to key accounts.
8) Conduct forecasting the production planning.
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