Who's in marketing?

When you hire a marketing manager, what qualities will you be seeking?

Understanding press release preparation and media relations might be a start. Ability to create and manage a website, along with creative use of the internet, would be good. If the candidate could handle advertising copy and graphic composition, that's terrific. Strengths to plan and execute promotional corporate events would also be helpful.

The ins and outs
Frankly, for my money, I would be seeking a proclivity to identify and program to each of the important audiences of the enterprise. You would certainly want to start internally by reaching your own staff. I would be looking for “depth” in the selection of a marketing director. Rather than a “technician” marketer with a “manager's” function and outlook, I would seek a “motivator” with a “leader's” function and outlook. I would want a professional who focuses on both “internal” and “external” communication; one who would be excited to formulate a strategic culture — shaping for the entire enterprise.