Marketing

 29 November 2012

Jobs in jewellery marketing involve promoting brands and products which may be sold online or in retail outlets.

Consumer behaviour and understanding the target audience for a brand, product or range is an important aspect of marketing. Photo: Holts Aca
Consumer behaviour and understanding the target audience for a brand, product or range is an important aspect of marketing. Photo: Holts Aca

What do marketing staff do?

If you work in jewellery marketing, you could work for a particular jewellery brand, or for a jewellery wholesale or manufacturing company. Alternatively, your work might be chiefly online (often this is referred to as 'eCommerce').

Marketing jobs exist at different levels, from marketing assistant to executive and managerial roles.

Your work might include:

  • planning and implementing marketing campaigns
  • thinking up ways to build brand awareness
  • measuring the effectiveness of campaigns
  • analysing and identifying potential markets for jewellery products
  • writing the text for varied promotional materials, including press releases, website text (often called ‘copy’), brochures, flyers and posters
  • working with designers and printers to produce new publicity materials
  • organising customer mailings and emails
  • organising customer, supplier or journalist events
  • choosing suitable publications (such as magazines and newspapers) and websites for placing advertisements to reach target audiences 

Keeping accurate measures of success, using consumer feedback, sales levels, financial records and working to budgets is another important aspect of the work.

What is the job like?

With experience, you might be managing a team of marketing staff.

Jobs in jewellery marketing are fast-paced and demanding, so you must be willing to work under pressure.

Jobs in marketing make extensive use of IT systems. Marketing staff regularly use spreadsheets, databases, PowerPoint, Word (or similar packages) and email. If you work in eCommerce you will probably use more specialised IT applications and web technologies. 

Understanding consumer behaviour, and the target audience for a brand, product or range, is an important aspect of marketing. The work involves understanding the reasons behind people’s purchases, since this influences how you plan an effective campaign.

You will also work closely with a wide range of other people and organisations. These might include:  

  • colleagues in stores or in different head office departments
  • jewellery suppliers
  • PR agencies
  • market research companies.

Jobs in jewellery marketing are fast-paced and demanding, so you must be willing to work under pressure, and occasionally for long hours.

How do I get into jewellery marketing?  

Jobs in jewellery marketing are highly sought-after, so personal qualities are as important as qualifications.

To work in jewellery marketing you need to be:

  • commercially-minded, creative and confident
  • an excellent communicator who listens to consumers and others
  • able to alter the style, tone and content of your communication to suit different audiences
  • a good team-player who is results-orientated
  • good at analytical problem-solving and planning
  • able to organise and communicate written and numerical information effectively.

Jewellery companies are looking for effective leaders to work in their marketing departments. Take every opportunity to develop your leadership qualities whilst at school, perhaps as a prefect or by accepting a position of responsibility.

There may be a school or community event you could help to organise. All these activities will help to improve your confidence and give you the experience employers are looking for. Involvement in sport or performing can also help to develop your team-working and leadership skills.

Useful school subjects for marketing include English, foreign languages, IT, business studies, maths and art.

What training and qualifications do I need?

A degree in marketing or business studies can be a good way into a marketing assistant role within a jewellery company.

Take every opportunity to develop your leadership qualities.

Previous retail experience in the jewellery industry is a big advantage. You could gain this via an internship, a full or part-time job, or through a university industrial placement.

It may also be possible to work your way up to a marketing job by working in a retail sales role without going to university, once you have gained the right skills and industry knowledge.

Relevant degree subjects include:

  • marketing
  • fashion
  • jewellery
  • business studies.

Some companies will train suitable graduates with a degree in any subject. It is common to start in a junior role as a marketing assistant or in an administrative job, even if you have a degree.

Courses you could consider include:

  • a Higher National Diploma (HND) in Business Studies – entry with one to two A levels or equivalent qualification, such as a BTEC National Diploma and GCSEs at C or above in English, maths and normally three other subjects.
  • a degree in Marketing or Business Studies – entry with two to three A levels or equivalent qualification, such as a BTEC National Diploma and GCSEs at C or above in English and maths. 
  • IT courses such as the European Computer Driving Licence (ECDL).

Foundation degrees in Business Studies and marketing-related areas are also available. Courses are listed on the UCAS website.

You can also check out the A level grades or UCAS tariff points you will need for a particular course on individual university websites.

If you don’t want to take A levels, you could go to college and study for BTEC qualifications in Business Studies. Marketing is one of the subjects included in this course. You will normally need four GCSEs at grades C or above for the BTEC Level 3 Extended/National Diploma, including English and maths. (Some schools may also offer this qualification.)

The BTEC level 3 courses can lead onto university and other advanced-level courses in marketing or business. You might be asked to obtain a merit or distinction. If you don’t achieve four GCSEs at grade C, there are various other BTEC courses offered at colleges, including the First Diploma, which can lead onto the Level 3 course if you do well.

Professional qualifications are offered by the Chartered Institute of Marketing (CIM).  These include various diplomas and certificates in marketing.  You may be able to obtain CIM qualifications as part of a business studies or marketing degree or postgraduate qualification, or you could study on a part-time basis once you are working.

Apprenticeships and advanced apprenticeships in marketing may be available through the Government apprenticeships website. An apprenticeship in any area of marketing would provide you with valuable experience for a position within a jewellery company later on, and you will also be able to gain recognised qualifications. Follow the links on the website in the section on types of apprenticeships to Business, Administration and Law to Marketing to find possible vacancies.

How much can I earn?

The minimum wage for an apprentice is £2.68 per hour, although you will often be paid a higher rate than this, particularly later in your training.

Marketing assistants might earn in the region of £15,000 to £18,000 per year, which could rise to around £22,000 for graduates.

A marketing coordinator could earn from £20,000 to £25,000 per year, and a marketing manager from around £26,000.

At the most senior levels for someone with extensive experience, salaries can rise to £42,000 and beyond.


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