Sales promotion executives develop ideas to add value to products and services in order to increase sales and usage. This could include incentives such as free gifts, competitions, money-off vouchers, two-for-one offers and token collection. They may also implement sales incentives for staff.
Customers are reached through retail outlet marketing, events and exhibitions, direct mailings, the press, or via the internet and other new media.
The sales promotion executive researches clients and markets in order to develop and organise sales campaigns. This involves liaising with clients, staff, and suppliers of goods and services, compiling budgets and coordinating all related activities.
Executives also spend time writing marketing and promotional briefs, giving presentations, briefing agencies and other departments, monitoring campaign progress and writing marketing strategies and progress reports.
Working hours vary, basic hours are often 9am to 5pm Monday to Friday. It is common for extra hours, including evening and weekend work, to be required.
Junior sales promotion executives are mainly office-based, although they may be required to visit suppliers and printers and to attend events. Senior executives will visit clients on a regular basis.
A driving licence is usually required.
To be a sales promotion executive you need:
The majority of sales promotion executives are employed by integrated marketing communications agencies, offering clients a range of related services including sales promotion and direct marketing, with a few specialising just in sales promotion.
Progression for successful sales promotion executives may be to senior executive, then to manager, then to director. A small number may progress further to group account director, or board-level posts and some directors may move to other agencies or set up their own agency. Several large fast moving consumer goods (FMCG) companies have sales promotion managers.
With experience, freelance work is possible.
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