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O P I N I O N
What’s in a job description? Marketers, what does your job really entail, and what should you be doing to move your company forward?
W hether you are in an exclusively marketing related job or have a different title but actively participate in marketing activities, it’s important to occasionally evaluate what you do. Technology and social media have rapidly changed marketing approaches as well as traditional advertising, and a marketer’s role has to change with the industry and the wider business climate.
Christina Zweig
Zweig Group’s 2016 Marketing Survey of A/E/P & Environmental Consulting Firms found that 86 percent of firms in the industry employ full-time dedicated marketing staff. Nearly 100 percent of firms with 250 or more people employed at least one full-time marketing person. Those in top leadership positions – presidents, vice presidents, and COOs – are most likely to take on the role of marketer, both when a firm has dedicated
marketing staff and when they do not.
The most common job duties for marketing people include the development of brochures and other collateral, planning social media campaigns, graphic/web design, public relations, presentation development, and proposal development. Marketing directors specifically spend most of
See CHRISTINA ZWEIG, page 4
THE ZWEIG LETTER February 20, 2017, ISSUE 1188
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