Sales / Promotion

A sales promotion executive is involved in devising, developing and implementing ideas for promotional marketing campaigns. They ensure the smooth running of a campaign and coordinate the diverse activities that contribute to it.

Sales promotion aims to increase sales or usage of products and services by providing additional incentives and uses a range of strategies to reach the consumer such as direct mail, press advertising, websites, text messaging and other new media.

Sales promotion account executives are key players in the organisation of promotional marketing campaigns. It is their responsibility to: ensure that the work proceeds according to plan; keep everybody involved in the campaign informed and up to date; provide central administrative support to the team. Account executive is the normal entry-level position for new graduates. Tasks typically include: reporting to the account manager; briefing other agency staff, such as creative teams and production departments; liaising with clients, other agency staff and external suppliers of goods and services.

They are also involved in: researching ideas, clients and markets; attending meetings and sharing ideas at brainstorming sessions, reporting back details of discussions; monitoring the progress of work and producing status reports; writing and proof-reading copy; compiling budgets; costing supplies and projects; preparing and checking invoices and bills; maintaining information on projects and clients; assisting in the preparation of presentations to clients; and carrying out a variety of administrative tasks.

Range of typical starting salaries: £18,000 to £23,000. Starting salaries for graduate trainees may be slightly lower outside London, but will usually increase within a year. Range of typical salaries at account manager level, which most graduates attain in two to three years: £23,000 - £35,000 .

Salaries for account directors are around £40,000 - £57,000. It is possible that a graduate could reach this level within ten years. Some posts attract a car allowance.

Sales promotion work is open to all graduates, but a degree in the following subjects may increase your chances: marketing; business/management; economics; psychology; English. Similarly, although this area of work is available to all Diplomates, an HND/foundation degree in the following subjects may improve your employment chances: marketing; business studies.

Many agencies run graduate training schemes but are willing to recruit Diplomates with the right background and personal qualities. Although HND/foundation degree entry may be at a lower level than for graduates (e.g. junior sales promotion executive level) subsequent opportunities for career development are the same.

Entry without a degree/HND/foundation degree is sometimes possible, but it may be at a junior level. A pre-entry postgraduate qualification, particularly in marketing or business-related subjects, may prove helpful.

Many employers stress that enthusiasm, commitment and business awareness are more important than specific degrees and experience. But due to competition in the field, practice in promotional work, sales or customer service may be useful.

Candidates will need to show evidence of the following: good communication, both oral and written; good organisational ability; self-confidence; a willingness to take on routine administrative tasks; the ability to relate well to other people; a streetwise outlook.

The Marketing Communications Consultants Association operates a scheme to recruit graduates on behalf of member agencies (see their website for more details).