Job Title: International Marketing Director
Education: Bachelors in Hotel Management, Oxford Brookes University, Oxford, England, UK
Previous Experience: 1. English teacher in Taiwan for 4 years 2. Marketing associate/manager, Oxford University Press in Hong Kong 3. Marketing Manager, Thomson Publishing, Singapore
Job Tasks: My company publishes educational language teaching materials. These are marketed to schools and districts around the world. Many of these are for students who are studying English as a foreign language.
I am in the marketing department so it is up to us to help the sales department make the sales. We come up with marketing strategies such as speaking tours for authors and training sessions for the users of our publications to gain the most out of them. I travel a great deal with my job since I am overseeing overseas markets such as South America and Europe. There are local marketing teams but I make sure everyone uses the same strategy to market the books and work with the local teams to come up with the best way to work together efficiently.
Other reasons why I travel include: attending sales meetings, speaking to our local sales and marketing teams about what they are doing right/wrong, and doing presentations to potential new clients. I have been travelling for about ten days out of a month, roughly a third of the year. Even with technology, conference calls, email, etc., nothing compares with a face-to-face meeting.
There are eight people who currently report to me. We produce the catalogs that showcase our books. I need to work closely with the editorial department to ensure that books are produced by the deadline, as we have promised our clients. We also work closely with the sales department since the sales figures are directly correlated to how well the we, marketing department has done our job.
Best and Worst Parts of the Job: The best part of the job is that I am working in educational publishing. The travel part is great for meeting people and making friends around the world.
The worst part is also the travelling which takes me away from my family. Like with all businesses that require the selling of a product - it is sometimes challenging to have to meet the sales target, which increases every year despite current economic conditions.
1. For marketing, you need to know your brand. You need to know how to build the brand for long term relationships. It's not about a one-off thing. If you put out a shoddy product, maybe you can convince people to buy it once but they might not buy from you again. So, it's important to maintain relationships and not weaken the brand by chasing a quick buck.
2. Along with previous tip, it is also important to keep your eyes on the big picture, the overall marketing strategy - everything should be consistent. All of your marketing messages should be on target, on brand.
3. I am a straight talker, but people can also see that I work very hard. Working hard can only benefit you. And, realize that sometimes people make mistakes, you may also make some mistakes. Be humble, learn from them, don't get defensive about them.
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