Sales promotion executives develop and run promotional marketing campaigns, to increase sales or use of a company’s products and services. They aim to attract consumers and businesses with strategies like:

• free gifts
• competitions
• money-off vouchers
• two-for-one offers
• tokens to collect
• employee incentive schemes.

Sales promotion executives target consumers in various ways, including:

• shops
• events and exhibitions
• direct mailings
• press advertising
• websites and other new media.

Their duties include:

• meeting clients and suppliers to find out about the product or service
• researching clients and markets
• coming up with ideas for marketing strategies and campaigns
• presenting ideas to the client
• briefing other agency staff
• writing promotional marketing material
• costing projects and making sure that everything stays on budget
• making sure that all the different parts of a campaign run smoothly
• checking and reporting on the campaign’s progress.

Hours and Environment

Sales promotion executives usually work long hours. Their normal working hours may be 9am to 6pm or 7pm, Monday to Friday, but at busy times they often work extra hours including evenings and weekends to meet deadlines.

Junior sales promotion executives are mainly office-based, although they may sometimes visit suppliers and printers and attend events. Senior executives regularly visit clients, so a driving licence is useful.

Skills and Interests

To be a sales promotion executive you should:

• have good spoken and written communication skills
• be creative
• be well-organised
• work well as part of a team
• be motivated, energetic and enthusiastic
• be able to work to deadlines and cope with pressure
• be confident, to be able to sell ideas
• be able to work with budgets and pay attention to detail
• have good business sense.

Entry

There are no set entry qualifications, but marketing and sales promotion is a competitive industry and most people have a degree or higher national certificate or diploma (HNC/HND).

You can enter with a degree or HND in any subject, but the following subjects may increase your chances:

• advertising
• marketing
• business or management
• psychology.

Please check with colleges or universities for exact entry requirements for HNDs and degrees.

If you have a degree you may be able to enter through a graduate training scheme. The Marketing Communications Consultants Association (MCCA) runs a graduate recruitment scheme for its member agencies – see website for details. Some agencies also recruit to graduate training schemes.

You may be able to enter as a junior sales promotion executive without a HNC/HND or degree.

You will have an advantage if you have previous practical experience of working in sales, marketing or customer service.

Training

You will usually start as a junior account executive. You will be trained on the job, possibly through a structured graduate training scheme.

You can also work towards qualifications from the Institute of Sales Promotion (ISP):

• Certificate in Promotional Sales – an introductory weekend course that many agencies use as part of their training for new staff
• Diploma in Promotional Sales – a four and a half month part-time course, which is the main qualification in the sales promotion industry.

The ISP also offers a range of short courses and seminars in various aspects of sales promotion. See the ISP’s website for more information about their qualifications and training.

Depending on the type of agency you work for, you may also have training in other related areas like direct marketing. The Institute of Direct Marketing (IDM) offers relevant short courses and qualifications – see their website for details.

The Diploma in Marketing Communications from the Communication Advertising and Marketing Education Foundation (CAM) is also a relevant qualification. You can study part-time, intensively or by distance learning.

Opportunities

Most sales promotion executives work for integrated marketing communications agencies, which offer clients a range of related services including sales promotion and direct marketing. Around 60% of agencies are based in London and the south east of England, but most other major cities in the UK also have large agencies.

Sales promotion executives can progress to senior account executive, account manager and account director. Account directors may progress to senior management, move agencies to work with larger accounts, or they may set up their own agency.

With experience, freelance work is possible. It can also be possible to work directly for clients - several large fast moving consumer goods (FMCG) companies have sales promotion managers.

Annual Income

Figures are intended as a guideline only.

Starting salaries range from £17,000 to £21,000 a year.
Account managers with two to three years' experience can earn £24,000  to £35,000 a year.
Account directors can earn £40,000 to £50,000 a year or more.

Further information

Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120 3–4 Bentinck Street
London
W1U 2EH
Tel: 020 7935 3434 1 Park Road
Teddington
Middlesex
TW11 0AR
Tel: 020 8614 0277
www.think-direct.com Arena House
66-68 Pentonville Road
Islington
London
N1 9HS
Tel: 020 7837 5340