Creative Marketing Specialist: a Profession Beyond Stereotypes and Billboard Advertising
3 oct, 2023
The world of marketing is constantly changing and evolving together with the demands on professionals. If just a few years ago, understanding the basics of advertising and having a good intuition was enough, now it takes more.
A modern creative marketer is no longer just the creator of advertising campaigns on large billboards and in subways. He is a deep analyst, strategist, and innovator who combines technical expertise with a creative approach.
At Universe, we've already realized that the role of a Creative Marketing Specialist goes beyond stereotypes and traditional advertising methods. How does this professional find innovative ways to engage audiences on platforms like Meta, Google, or TikTok? And what might interest you the most: how do we find such professionals?
Today, in this blog post, we'll reveal our secrets, and they will definitely surprise you.
What Is the Twist and the Purpose of a Creative Marketer?
A creative marketer is more than just someone who creates visually appealing advertising images. It's a profession that combines a creative approach to advertising with deep analytical thinking.
First and foremost, it's worth noting that a creative marketer uses creativity as a tool to achieve business goals. They are responsible for finding ideas and concepts that best fit a product or service. This specialist acts as a mediator between performance marketers responsible for advertising effectiveness and designers who create visual content.
Our recruiters, while searching for this specialist, have spent hundreds of minutes on calls and reviewed dozens of resumes. And they've realized the problem with this position — candidates mostly don't understand the responsibilities and tasks of a creative marketer, but job offers for them keep growing.
What Are the Tasks of a Creative Marketer? Key Responsibilities Include:
Crafting a Strategy for Making Creatives for Digital Advertising
They must follow trends to understand what's happening in the market, what's becoming trendy, and what's losing the audience's interest. This requires conducting A/B tests and creating hypotheses based on research results.
Constant Idea Testing
They actively test different ideas and concepts to find an individual formula for creative content that gives the best results. This formula may consist of various components (messages, formats, visuals), and each of these techniques is just a tool that the creative marketer uses to capture the user's attention and studies its behavior. To select the right tool, in-depth research is crucial.
Analyzing Vast Amounts of Data
They analyze various metrics from advertising accounts to determine the creatives’ potency and make decisions based on collected information. This way, they receive the results of their work every day and evaluate creatives from different perspectives: as a designer, as a marketer, and as a consumer.
Adapting to Different Platforms and Countries
Creative marketers consider the specifics of each platform (Facebook, Instagram, Google, etc.), localization for different countries, and adapt creatives accordingly. It's essential to understand the peculiarities of each country, its mentality, and behavioral patterns.
Organizing Brainstorming Sessions
They work actively with the team to find the best ideas for advertising campaigns, especially useful for A/B tests with variations. Such meetings help to find effective ideas for the product.
Writing Briefs for Designers and Content Creators
Creative marketers analyze creatives and know which techniques work best for the product and what goals to achieve. Therefore, they closely collaborate with designers, write briefs, give advice about the platform, mood, texts, and ensure compliance with advertising platform policies. They also support the implementation of advertising campaigns. In any case, the creative marketer is ultimately responsible for approving creatives and creating adverts.
Organizing the Creative Process
They distribute the workload and preparation of creatives evenly, taking into account designers' work-life balance and the number of creatives needed for marketers.
They also seek opportunities for process automation, simplification, new tools, and approaches to improve the efficiency of the creative process.
This profession is both a challenge and an opportunity. Having the ability to look at tasks from multiple viewpoints and being open to new ideas allows you to take an ordinary advertising campaign to the WOW level.