Question

Topic: Career/Training

Move From Creative To Mgmt. - What Do I Emphasize?

Posted by Anonymous on 4/21/2008 at 5:18 PM ET 125 Points
I have been a Marketing Communications Manager for around 10 years but in that role (even in large companies), I have focused, primarily, on the design and creation of campaigns or I have been responsible for managing those who are creating the campaigns.

I do a mix of work. Generally I contract or take employment within a traditional corporation and then I add to that with clients for a small marketing firm where I am one of four primaries. With my outside clients I have been able to get involved more with high-level strategic planning, creation of marketing plans and mixes, process integration and other management issues. However, my online portfolio and resume focus largely on my accomplishments in the creative realm. What I would like to do is push my creative talents to a back page of my portfolio and bring more management skills to the forefront. But I am unsure how to organize my management skills since they haven't been the largest focus of my resume and portfolio, so far. For instance, I am accustomed to breaking down marketing into four functional areas - research, strategic planning, implementation and measures. But is this level of breakdown significant enough or will I appear to be lacking in knowledge if I use these classifications?

Is there a more standard classification system for identifying marketing skills. Can someone suggest a more developed method for breaking down my managerial skills?

Thanks!

Laurie
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RESPONSES

  • Posted by Levon on 4/21/2008 at 6:01 PM Member
    I think you nailed it -- push your creative stuff to te back - and re-word the way you describe your roles. I would focus more on words like "Direct" and "Strategic" and emphasize that you were Directing these campaigns like such as a Director does.

  • Posted on 4/21/2008 at 7:35 PM Author
    Thank you. I will incorporate these key phrases in my resume and portfolio. Do you feel, overall, that breaking marketing into four basic areas is sufficient? Specifically:

    research
    strategy
    implementation
    measures/analytics?

    Thanks, again, for the prompt response!

    Laurie
  • Posted by Levon on 4/22/2008 at 1:37 AM Accepted
    Hi Laurie.

    If you are comfortable breaking it down like you mentioned then that should be fine.

    Conceptualization, Strategy and Implementation are all big words that can fit anywhere in the 4 Ps. Pricing fits well with measures and analytics, Research fits well with Product Development, Pricing, Promotion and Distribution. Research is probably the single most important skill to have because it stretches across all domains of marketing. I would break it down with the 4-Ps - seems like a logical way to approach defining your experiences. Your experience may be weighted around Promotion and Product.

    -Levon
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