What does a vp of marketing do?

What does a vp of marketing do?

What does a vp of marketing do?



A Vice President (VP) of Marketing is a crucial role within an organization responsible for overseeing and managing the marketing efforts. This article aims to provide an in-depth understanding of what a VP of Marketing does and the key responsibilities associated with this position.

Strategic Planning and Goal Setting

Strategic planning: A VP of Marketing is responsible for developing and implementing the overall marketing strategy of the company. This involves analyzing market trends, identifying target audiences, and determining the most effective marketing channels to reach them. They work closely with other departments to align marketing goals with the organization’s overall objectives.

Goal setting: The VP of Marketing sets specific goals and key performance indicators (KPIs) to measure the success of marketing campaigns. These goals may include increasing brand awareness, driving website traffic, generating leads, or improving customer retention. They regularly monitor and analyze data to assess the effectiveness of marketing initiatives and make data-driven decisions.

Team Management and Leadership

Team management: A VP of Marketing oversees a team of marketing professionals, including managers, coordinators, and specialists. They are responsible for hiring, training, and mentoring team members, ensuring that they have the necessary skills and resources to execute marketing strategies successfully. They also establish workflows, assign tasks, and monitor progress to ensure projects are delivered on time and within budget.

Leadership: A VP of Marketing provides strategic guidance and leadership to the marketing team. They inspire and motivate team members, fostering a collaborative and innovative work environment. They also promote professional development and encourage creativity to drive marketing excellence within the organization.

Brand Management and Communication

Brand management: A VP of Marketing plays a vital role in managing and enhancing the company’s brand. They develop brand guidelines, ensuring consistent messaging and visual identity across all marketing channels. They also monitor brand perception and conduct market research to identify areas for improvement and maintain a competitive edge.

Communication: Effective communication is essential for a VP of Marketing. They collaborate with various stakeholders, including executives, sales teams, and external partners, to align marketing efforts with overall business objectives. They also communicate marketing strategies, campaign updates, and performance reports to ensure transparency and foster cross-functional collaboration.

Market Research and Competitive Analysis

Market research: A VP of Marketing conducts market research to gain insights into customer behavior, preferences, and industry trends. This involves analyzing customer data, conducting surveys, and studying market reports to identify opportunities and challenges. They use this information to develop targeted marketing campaigns and refine strategies to meet customer needs effectively.

Competitive analysis: A VP of Marketing keeps a close eye on the competition. They monitor competitors’ marketing activities, product launches, and pricing strategies to identify areas where the company can differentiate itself. This analysis helps them develop unique value propositions and position the company’s products or services effectively in the market.


In conclusion, a VP of Marketing plays a critical role in driving the success of an organization’s marketing efforts. They are responsible for strategic planning, goal setting, team management, brand management, communication, market research, and competitive analysis. By effectively executing these responsibilities, a VP of Marketing contributes to the overall growth and profitability of the company.


– American Marketing Association: www.ama.org
– Forbes: www.forbes.com
– Harvard Business Review: hbr.org
– MarketingProfs: www.marketingprofs.com