IF you have imagination, are not averse to research and prepared to put in a few long hours at the office, then maybe you will want to look at a career in marketing.

Monique Todd allows ID Your Career into the world of the marketing executive this week.

Todd, 33, leads the wealth management marketing team at the Scotiabank Group. That team has responsibility for the planning and delivery of marketing activities for Scotia Insurance, Scotia DBG Investments and Scotia Private Client Group. She also works with the marketing team for Scotiabank to organise and execute Group marketing initiatives.

The married mother of two has a degree in Business Administration, with a major in marketing and a minor in fine arts from Wilfrid Laurier University in Canada. Prior to working with Scotiabank, she was employed at Pan Caribbean Financial Services.

Who is a marketing executive?

A marketing executive can either be specialised and focus on one discipline of marketing (public relations, promotions, market research, advertising, communication, brand development) or be responsible for the full range of marketing activities associated with the brand and company. Overall though, a marketing executive is the custodian for the brand and ensures that all activities, whether internal or external, are in line with the brand’s values and core proposition.

What is the value of the work that you do?

The specific value of marketing to the bottom line has always been difficult to quantify. But overall it adds value by ensuring the brand is top of mind and that the brand perception is positive, which influences a person who is trying to decide what company to do business with. Marketing through promotions also facilitates the collection of sales leads and thus supports building the customer base. Research allows the company to make informed decisions as it relates to product development, the customer experience and where the company is in relation to its competitors. External communication ensures that the company is providing relevant information to the public and that the language is consistent across all channels.

What prompted your entry into the field?

I entered marketing because it balances both my love for art and creativity with my love for the quantitative areas, such as mathematics/accounts and business administration. Marketing allows you to be creative but within a certain context as you always have to determine the target group, the objectives and the budget for the project before you can move forward to developing the marketing strategy.

What are the challenges you face as a marketing executive?

I think my greatest challenge is based on the general perception that marketing is either sales or it only entails advertising. Very few outside of the field understand and appreciate the full gamut of activities that marketing covers – research, promotions, product development and launch, advertising, public relations, external communication and of course brand development.

What are the academic requirements for getting into the field?

A marketing professional does not necessarily need to have a first degree, as there are currently diplomas and certificate courses that specialise in marketing which are also acceptable. A first degree (in any area) would be preferred for more senior marketing positions, along with a minimum number of years of experience.

What other skills/competencies are required?

Surprisingly enough, project management skills. A comprehensive marketing strategy has various components, all of which need to be executed within the same time period. So being able to manage various activities at the same time and ensuring nothing falls off your radar is important.

Second to this is strong people skills. In marketing, you cannot get the job done on your own and you rely on numerous suppliers and team members to execute the job in the time frame needed and at a high standard. So ensuring that you have good relationships, even in times of high stress, is important.

As someone with marketing skills, what are some of the career options open to you?

Customer Experience, Product Development, Sales Management and Event Management would be other career options.

How much can a marketing professional earn on an annual basis?

A marketing professional can earn anywhere between $1.5m million to $7 million on an annual basis. A lot is dependent on the size of the company that you are employed to and the number of brands/companies that you are responsible for.

Why would you advise young people to get into marketing?

Marketing can be a very rewarding job because of the great sense of accomplishment you get when you see a marketing plan taken from conceptualisation to execution. Every day is different and exposes you to different people, places and strategies. For a young person, I would think this is important as it would allow them wide exposure so that they can determine if they are currently working in the position that they feel they are best suited for. A word of caution, though, marketing is not a glamorous job as perceived by many because it requires you to work long hours as is needed, depending on the activities that need to be completed.