Know-How Exchange : Career/Training

Dear Stephanie,

Lordy! What a great question.

First of all, I'm in a Brit living in the US, so the salary issue is one
I cannot advise you on. Pounds to US Dollars and US to Australian makes my head spin I'm afraid.

But let's see what we can do with some of the rest.

Here's my humble two cents' worth:

From the tasks you've outlined I'd say you're doing WAY more than just the work of a Coordinator.

When you are managing things like graphics and websites and
e-mail marketing it makes you (in my book at least, but then, I've only been doing this for 25 years, so what do I know?) it makes you an in-house Marketing Manager.

You report to the big cheese?

You're a Manager.

You manage stuff?

You're a Manager.

Seems pretty bloody cut and dried to me.

Now, I'm sure you boss is a nice enough soul, but to my ear the title of "Communications Coordinator" reads as a euphemism for "lackey". But from what you tell us of what you do—and again, this is just to my ear—you sound like bloody Superwoman!

It's too bad you're in Australia and too bad I'm not hiring because I'd snap you up in a trice! I say this because over the years I've had "coordinators" working for me and several of them have been bone idle lay abouts who wouldn't know hard work if it kicked them up the backside!

In my experience, a coordinator (or an assistant—it's pretty much the same thing) usually reports to a Manager, or to a Director of some sort. I know because I was in one of these lowly roles for several years back in the late 1980s.

Perhaps a better job title for you would be "Corporate Communications Manager"

The best advice I can give you on how you can get from where you are now to where you want to be is to begin thinking of yourself and to begin referring to yourself as a Marketing Manager.
(And note, brothers and sisters, how the author cunningly uses Capital Letters for the term Marketing Manager. Pay attention on this point because there will be a test at the end of the class.)

Where was I? Oh yes ...

Project positive mental images of you in your new role onto the
big screen in the theatre of your mind that THAT'S the movie you wind up playing in. Similarly, when you project the role of victim or lowly worker onto that screen, that's also what you become.

Yes dearie, I know: it all sounds like utter bollocks, but bear with me. There are only two ways we gain authority: we are either appointed with it, or we take it.

By beginning to think of and to refer to yourself as a Marketing Manager, you assume that role, and you project that role out into the world. That's the person people begin to see, because you gave them that person. With me?

Here's an example:

Six months ago a certain contributor to this forum would not have referred to himself as a marketing guru (he WAS as guru, but he just wasn't very good at beatin' his own drum, with me?).

But that all changed when his wife, and then several other people told him he ought to be teaching what he knows.

In just five months this same geezer's clocked up nearly 50,000 points on this forum and he's clawed his way into the Top 25 Experts listing. How has this bloke done this? By working his butt off and by making his contribution significant enough to be noticed.

That last point is an important one, so note it and note it well.

Had he waited around to be "appointed" with this accolade, he'd have been old, gray, and six feet under when opportunity came
a-knocking.

So he decided to take what was his and he appointed himself as
an expert—and that's what he is now.

His position on the forum's Top 25 Experts Listing tells people that he knows what he's talking about. This small step is significant because it creates what's known as social proof. Social proof is vitally important because it signals to people that you know your stuff.

So it adds to your authority.

And low. Yea verrily doth the snow ball grow-eth! With me?

Smart lass. You'll go far. Now, this is what YOU must begin doing. You must begin laying the foundation to BECOME your own expert, to become the respected Voice of Authority, and to become the Go To Woman!

From what you've said of your current role, and with three years under your belt and given all that you do, I see no reason to stop you from applying for Assistant Marketing Manager roles or Marketing Manager roles now.

Read that again.

What have you got to lose? Nothing ventured dear, nothing gained.
And if nothing else, it fattens your Rolodex and gives you great interview experience—all of which you can use to your advantage.

You want to move into digital strategy and online marketing as a career path? There's nothing stopping you doing your own work on your own time. And yes, you are right that this will help you when you decide to leave your current role and look for a new job.

But again, to my ear, it sounds like you've already made that mental shift. And ultimately, there's nothing to prevent you from setting out on your own.

If you'd like a few additional resources, feel free to e-mail me and we can chat off forum: no cost. Just friendly advice and opinion.

I hope this helps. And if I don't hear from you, I hope this at least helps to jump start your thinking. Good luck to you.

Kind regards,

Gary Bloomer
Wilmington, DE, USA
Follow me on Twitter @GaryBloomer

Stephanie

Hello again! I agree with Gary and Marcus. Funny, like Marcus, I'm also in Richmond today and narrowly avoided the heavy rain we just had!

OK, first: Do "marketing coordinators" typically become marketing managers? Infrequently in my experience - only if they have the talent and make an effort to pursue some additional formal or informal education. Which you're doing. So you're on track for a Marketing Manager role in the future, if not immediately.

Second: People get all hung up on titles when really it's their responsibilities and opportunities for growth that matter. Easy for me to say because I've had some very fancy titles - but titles do tend to give an advance signal to people when you first meet them and exchange cards.

In your case, you're in an micro-business. A VVSME. (very very small-medium enterprise). People are often reticent to award fancy titles in large organisations because the title is usually linked to the salary package.

However, in a small business like yours, it's often conventional to give people titles that make the organisation sound bigger than it really is, and sometimes it is done to make the employee feel flattered and to modify their behaviour. (Have you ever seen a Receptionist called Director of First Impressions?)

So, why not discuss the issue with the rest of your team and see what they think?

Or, if you want to take Marcus up on his offer of a coffee I'd be happy to join you to kick some more ideas around. Contact me via my profile, website, LinkedIn or search for me on Google. You'll find me.

And yes, on Saturday, Go the Sainters!

Cheers

Chris Blackman

Stephanie,
As a Marketing Manager that was once a Marketing Coordinator, the same company (and in Brisbane Australia) I believe I can give you some realistic advice.

As a Marketing Coordinator I was responsible for coordinating the graphic designers, a marketing officer, a advertising officer, a distribution officer, events officers and a magazine editor. My role was to coordinate these roles and ensure they were achieving their tasks (this was very hands on) and the only real distinction between a coordinator and a manager was the pay level and where the buck stopped within the department.

If you possess the skills to lead a team and this is what is your passion, You are a Manager. You manage the staff, the jobs the outcomes and the flack. (I actually like the word Team Leader better than Manager- Manager is so old school and sometimes the assumption is made you sit in a big leather chair and occasionally point your finger and hand out the punishment).

I do however believe society is sometimes more concerned about the title you are given rather than the respect and benefits you receive. ARE YOU HAPPY? Is the job title going to change that? Is a pay rise going to change how you feel and what you are called. Is a title change going to make you feel better if you receive the same money?

Are you just unhappy with where you are and need a change of atmosphere and this is just you way throwing some balls in the air?

I don't believe further education is going to help with your dilemma, you seem to be getting plenty of hands on training - which is invaluable.

Maybe after 3 years you have just grown out if the job you are in.

Regards

Glenn

Why not simply call yourself the Communications Director (or Marketing Director)? That makes it sound like you're telling others what to do, but not quite in charge of the whole department. Another way to think of titles - imagine that you're no longer in a small company - you're now in a large one with hundreds of people. What would your job description's title be?

Stephanie,

This is a bit of a story but I think from reading you commentary I know where you are coming from.

Many years ago I was in a similar position and for six years I was the coordinator. I dreamed of promotion and every year I would work hard six days a week, show lots of initiative.

My work improved the efficiency of the company and I was able to go out and sell more because we had the capacity to produce. During my time at the company I increased the turnover from £250K to £2.5m with 24 employees who were earning more than I was with bonuses.

Each year, when the job review came around, I would be thanked for my contribution but no promotion was ever forthcoming and only an inflation equalising pay increase.

When I came back to the company after a sales trip and produced and order worth another £750k a year I surely thought I would get some promotion or even a company car. Alas it was not to be even though we had just reach 86% market share for the niche industry the we operated in.

This situation could not go on as I spent more time with the company than my friends and family. I went in to see the MD and asked him what I was worth to the company. He immediately decided that I was going to ask for a pay rise and said I could ******* off. I said I will do better than that. I took some paper from his desk and penned my resignation effective immediately dropped it in front of him and left the office.

I spent the next few days sleeping and worrying about what I had done. At the end of the week I had a call from the Chairman of the company asking me to go back. I explained that I would return if he got rid of the lazy individual who described himself as the MD. The chairman said he could not and I told home he had answered the question.

They suddenly realised that I had been holding the company together.

Three years later I was working for a much bigger company as the Development Director. A project that I was working on was worth £10M a year to my company and part of the project was to get the products that my previous company supplied. They had one competitor who was not happy with me because I had taken so much of their business when I worked for the previous company. Both companies were asked to tender for the project.

It was a sad situation for me because I still felt loyalty to the old company. The problem was their quality system, which I introduced, was not maintained and work practices had deteriorated since I had left. I gave the supplier contract to my old competitor.

Never fear the unknown, you cannot be taken out into the morning sun, put up against a wall and shot for looking after yourself.

I would suggest that you look for an alternate position in another company. If you stay where you are stop feeling that you are not worth it, and tell the director what you want. Work out a scheme to get you there including training and an assistant to help you achieve what you want.

I do not know how old you are but I was 23 at the time and I have not looked back. I have now walked out of four well paid jobs and started my own company. Now we are cooking!

Best of luck with whichever path you take.

Regards

Nigel