Being a Marketing Designer – What is it, and how do you do it well?

Being a Marketing Designer – What is it, and how do you do it well?


– Today I wanna talk to you
about what I do for a living. Hi, I’m Charli and I am
a marketing designer. Marketing design is not something
I ever heard talked about when I was learning design. It just wasn’t a thing that was really discussed as an option. I sort of just stumbled into it. But it’s turned out to be
the perfect job for me. So, I thought today I
would tell you a bit about what it means to be a marketing designer, and the skills that you
need to be a good one in case, I dunno, it might turn out to be the perfect job for you, too. Now I work as a marketing
designer in-house, and by that I mean I work
in-house, for a company. Rather than at an agency, dealing with a lot of different brands, I work with the same
brand at the same company. And they’re who hires me. I feel like being hired
as a marketing designer, it’s most common for that to happen, and to be your title at a tech company. Just seems to be the way things go. Design teams at tech companies tend to be split into product design
and marketing design. So, the product design
team work on the app, or the software, or whatever it is, and then marketing design handles all the other design-related stuff. So, you end up designing
the marketing website, like the public-facing front
of the company, I suppose, emails, documents, swag, like when you make branded
products and things, slide design, print materials,
social media graphics, basically anything that goes along with marketing the company. As a marketing designer
you also end up being a caretaker of the brand
of the company as well. It means taking care of the brand and making sure that it’s
represented in the right way and that everything that goes
out that’s design-related to the public is all on brand, and I feel like being on brand would be another whole video in itself. But basically I mean that
everything is unified and everything represents the brand values and the company values
and it all looks cohesive and like it came from the same place. Ideally, for being a marketing designer, you wanna have multi-disciplinary skills because that list I just mentioned included both digital and print design. Often designers can be really strong in print graphic design but those skills don’t translate directly to the web so they end up being a lot weaker in the web design skill area. And I think in this day and age that web design skills are more important than print design skills
for a marketing designer because so much of the marketing that tech companies do
these days is digital. Your goal as a marketing designer is to communicate the brand values with everything that you do and think about the impression
that your designs give to people looking at it. Your job is to make people
love and respect the brand through everything you put out. And you also need to think about walking the user through a journey that eventually leads to
them buying the product, because you’re designing marketing, right. That means you need to be
thinking about the user at every single touchpoint. So when you’re designing a new page for the marketing website, you need to be thinking about where the user is on their journey, what information they might
have seen from us before, how they got to that site, etc. And all of those answers
to those questions will feed into your design and
the decisions that you make. Before I started filming this video, I asked on Twitter if
anyone had any questions to do with marketing
design that I could answer, and Renata asked a really good one. She asked how you measure success. And as a marketing designer,
you tend to measure success through the website analytics, and the actions that users take, as well as obviously the overall goal of how many more people are
buying into the product. I found that overall being
a marketing designer means asking a lot of questions. Unlike working at an agency
or working freelance, you’re not often given an actual brief when it comes to being an
in-house marketing designer for the projects you work on. So a lot of what I do is
asking people questions when they come to me with something that they need to happen. Often, people will come
to you with a solution, say for example a colleague
will come up and say, we need a landing page that
says this specific thing because this is what’s gonna
help us get more users, and instead of just going ahead and making that exactly as they’ve asked, I like to ask a lot of questions to make sure I get to
the root of the problem and not just starting from the solution. So like, who is this page aimed at? Why are we making it? How are people gonna find it? Are we just making it because perhaps one of our other pages isn’t performing correctly
and we think this is the fix when actually time might be better spent improving those other
pages that we already have. Sometimes, often in fact, the solution that someone came to you with is actually the right
solution to solve the problem, but with design it’s always important to start from the problem. And as a marketing designer, you’re not often handed the problem, so you have to learn to
ask a lot of questions to discover it. Asking a lot of questions
also comes into play when you’re bring the
caretaker of the brand, like we talked about,
is also part of the job. So, say for example when
someone asks me for the logo. Instead of just sending
them the file blindly, I’ll always ask them
what they need it for, because A, I wanna make
sure that I’m across everywhere that’s going out branded, I wanna make sure that I can run my design eye over it and check it. But also maybe there’s a template
that needs to be designed and they’re putting
things together themselves when actually I just need
to design the template for them to use easily so they’re not having to
put the logo on things. Obviously it would be a lot easier to just design the solution
that someone comes to, and send the logo file off
when someone asks for it, but being a marketing designer also means caring a lot about the product or whatever it is that
you’re marketing for and asking those questions
and taking the time to do that because you care and because
you wanna do a good job. I absolutely love my job because I get to spend a lot
of time doing web design, which is my main design passion, but also get to do a
lot of other fun things, like event signage and cool graphics. There’s always a lot going on. There’s always an exciting
new project on the horizon and as an in-house designer, you can be the one to
suggest projects as well, if you’re at the right company, which is really cool. I’m very pleased to have
stumbled into this job because, like I said, I
didn’t really understand that it was a thing when
I was studying design at university, so it’s not
what I went out looking for. So, I dunno. I hope you enjoyed hearing about it and maybe it sounds like it might be the right thing for your too, who knows. If you’ve got any more questions about it, please leave them down
below in the comments because I can make many more videos on this topic and talk
for a long time on it. But I thought that, keep
it to the basics for now would be good. Thank you for watching. Please give the video a
thumbs up if you did enjoy it and subscribe if you’re new because I make new videos
about design every single week and I think you will like them. And even if you’ve been
subscribed for a while, I know that YouTube has been having a bit of a problem lately, so hit that little bell icon, and you’ll be notified every
time I make a new video and they won’t get missed
in your subscription feed. Okay, I think that’s all I have to say. Have a good day and I
will see you next time. Bye.


57 thoughts on “Being a Marketing Designer – What is it, and how do you do it well?

  1. Charlie….have you ever worked for an agency as u mentioned in this video? If yes, would you also share your experience about being a marketing designer in an agency…If not, would you suggest any video fr the same?

  2. hey Charli! in a fez few weeks i have An internship at a comunication company. i'm going tot work at the design department. Amy tips OR advice? greetings from. Belgium!

  3. are you happy with where you are? like is there a dream company you would love to work for? another brilliant video!

  4. Hello Charli. I'm a marketing designer and Ididn't know. I had a slight wisdom, but i didn't know the term right.
    Your videos are ever many cool and easy to understand.

    Thanks so much for your time.

  5. This was such a great video! Lately I've been doing a lot of work social media marketing, but I feel much more passionate about graphic design. However, this seems like a really awesome intersection of digital marketing and design. Cool! I'd love to see more videos from you on this topic if you're interested in making them, making a "how to become a marketing designer" sort of video? Hope you're enjoying your new job btw 🙂

  6. This was so interesting! I feel like sometimes there's Design fields I'm not really aware of bc at Uni everything's a bit broader and not as specified yet. I honestly didn't know what a Marketing Designer was bc at Uni we only have sth called "Communication Design" which I guess is more or less related but not as specified. So thanks for explaining and always being super helpful 🙂
    Totally just send this to a friend with "hey, this would totally suit you!"^^

  7. Thank you thank you thank you for this video! It's exactly what I have been trying to put it into words the past few weeks!

  8. I LOVE this, seriously, I was thinking about studying marketing and then study graphic design so this was super interesting!

    Question: You have your own business, do you think is necessary to study administration or something like that?

  9. To become a marketing designer, what should be the very first thing which is absolutely necessary to be learnt ? Like logo design, illustrations, graphics, poster designs, flyers etc. Which one among these is absolutely necessary ?

  10. Maybe it's just me, but I cannot get your store to load properly (the css is not found). Thought that maybe you might wanna know! )

  11. This sounds so similar to what I've been studying and doing in PR and Communication internships, only you come in at the 'design' angle and I come in at the 'written/storytelling' angle! Sometimes I wish I'd done a design major or minor or something because I feel like it would be so useful and your job sounds awesome!

  12. Hey! maybe a video on how to become a speedier designer especially for in house design. that always seems to be my biggest critique.

  13. This is exactly what I was doing at my previous job, but it was called a "marketing geologist" because it was for a geological software company & my background was geology! But I went in only having a flair in design, no formal training, and it was a steep learning curve! But the work itself was exactly as you described and I really enjoyed it… pity these types of jobs don't seem to come up very often!

  14. Another great video! I've seen and heard about this type of field alot as I've been applying for in-house jobs to move from freelance. And thanks for sharing your thoughts about the value of web design in marketing, as I was taught mostly print in school and learned web on my own, but as marketing design integrates more and more with social media and web it seems like most companies look for UI /UX/ and html/css more and more to where it seems more lucrative than other fields because of design due to the big call for it I'm thinking it will eventually take over the field of design 20 years from now with print almost obsolete, but we'll see. And design and conceptual skills while more important don't seem to be made as much a priority to the applications you know. Maybe it's because most of the jobs I've worked for and been exposed to have been more generic print shops and design agencies, restaurants, etc.. But I'm pouring most of my focus into learning as many different applications and areas of design as I can, though it seems as design integrates more with technology it might be more prevalent to study web coding and the ins and outs of phone apps and animation.

  15. I am a self taught (web and app) designer. I have a passion for marketing, especially in social media. My question is how do you convince a company that they need you? How do you market yourself?

    Thank. Btw awesome content!!!

  16. I found this video! =)

    So I'm focusing more on UX Design and I see that some of your videos are about UX-related techniques and skills (i.e. your wireframing video). Is Marketing Design a broad umbrella that also entails UX Design?

  17. Hey! Not sure if you went over this in other videos ( I just subbed) I've been doing freelance for a company for about 6 months now and its great! I love it! but I want to make the transition from freelance to full time. I do the freelance part time and have a full time job to pay the bills. What do you think is the best way to go from freelance/part time to full time? Looking forward to watch your other videos!

  18. How often does a marketing designer and a product designer cross paths? How do you work together? I'm a UX/UI Designer on the product team but I don't work with our marketing team. They are in a whole other state! Your process sounds very similar to mine. Asking questions is my biggest focus when assigned a new feature. 🙂

  19. I'm starting a new job next month (first full time design role since moving to Edinburgh last Jan!). The job title is Graphic Designer, but in reality it sounds a lot closer to what you've described here. This helped me to get my head around the idea a bit more! Thanks!

  20. I think I'm a marketing designer but never knew the actual term. It's just something I grew into. Mind blown. Hahahah. Please speak more on this!

  21. Hi Charli. I am currently on a job hunt in Auckland and I was wondering what kind of company would be best for a fresh graduate to work and to learn in? Design agency or company with an in-house team?

  22. I came across your channel a bit ago when searching up portfolios and cannot stop watching. I love being creative and want to learn more about design. I started designing stickers for my planner and design is a super exciting field.

  23. Finally someone who asks the right questions to the other team members… Your company is lucky to have you on board. Thank you for this another great video. You're amazing, once more!

  24. Hi Charlie. What is a entry level position for a design marketer. Also what areas do you need to be strong in to fulfill your job? Also what other job titles closely relate to a design marketer? Thank you in advance

  25. Very interesting topic. Do marketing designer also need SEO skill and web programming beside HTML and CSS ? Thanks for your reply. I love your channel very useful.

  26. l liked the video am a graphic designer am not sure is l should go to school to a digital marketing designer

  27. Would you recommend a person in your field have a digital camera to take pictures for marketing purposes (such as for banners)? And is that a requirement? I see those type of marketing banners a lot on banking websites where it may have employees doing something in the picture with text on it

  28. Omg I been working as marketing designer for the last two years but now I know the name for it. I mean… I always said I am a graphic designer but I also do a lot of other things, website, promotion images, logos, content, social media, etc… 😂 just the girl for everything… And now with this video everything makes sense! Hahaha thank you

  29. First of all I want to thank you for this useful material… Which was quite brief…. Marketing attracts me a lot… I am very passionate about it

  30. This is an awesome video that every aspiring designer should see! You are the perfect person that I need in my company and if anyone who is looking to do this for a company please let me know. I need someone with this level of passion and background.

  31. would you say a marketing designer and graphic designer are basically similar jobs ?. also do you often create graphics/logos/imagery from scratch – say for app buttons or do you just use stock images from google ? I've literally just got a job in something similar, but I'm from a design/art background. thanks 🙂

  32. Thank you for Inspiring video! I`ve started working as marketing designer recently. And totaly agree with you about brief for clients, because usually people not sure what they want, so a lot stuff changing in process.

  33. Charlie, I'm from the corp world (just left it) I'm now 51 (a cough sound here) and all that you said is RIGHT on target woman! GREAT video and love the leadership in you. You have my vote all the way, and that one thumb down, up there is def a troll… I see you doing great things.

  34. Hey Charli, first of all, thanks for such a great video. It's great that I get to know more about marketing designers. I'm currently a product designer at an agency and asked to interview marketing designer candidates in the coming weeks. Could you give me an advice on what I should look for when hire marketing designer?

  35. Watching this in 2019, I have an upcoming interview for Marketing Designer in a week and like many, had no idea really what that is all about, although my skills all align exactly to what you're saying, so thanks for an absolutely awesome video, putting things in perspective. Wouldn't mind any tips for the interview from someone already smashing it in the industry.

  36. You nailed it! I have been searching on what I do as an inhouse designer. Most of them involved social media graphics, ads, pitch decks and marketing collaterals. I want to know more about this topic. Thank you!

  37. One of the 5 second things you pick up in philosophy/psychology is the impact humans have on colours. So it's interesting to know that they use/learn the same techniques as we do, but physically and not contemplatively.

  38. Finally a fellow "brand police"! Do you not feel like too much of a generalist yourself? I am a marketing designer who has been trying to transition into different field (UI/UX) and all the love calls I am getting are from marketing departments only. We do a little bit of this and that, and wear different hat as a marketer, editorial designer, UI/UX designer and a web developer. This can overwhelm you sometimes and the role is more likely to be a junior to mid-level position thus the wage tends to be lower.

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