Volunteer Promotions & Marketing Manager



Reporting to the Station Manager the Promotion and Marketing Executives may be involved in a wide range of activities in order to market the services and products of a radio station, or group of stations, to existing and potential listeners and clients. The aim is to increase brand awareness and loyalty, grow audiences, and attract advertisers.

In Commercial Radio such roles are key to supporting the work of sales teams as they seek to maximise advertising and other revenue for the station or group. Marketing Executives may work in a small team for a single station, or as part of a larger regional or national department serving a number of stations or radio brands.

The job profile which follows mainly describes the role of a Marketing Manager in Commercial Radio. However, aspects of this role are relevant to BBC Marketing and Communications Managers with responsibilities for Radio; some Radio Producers or Broadcast Journalists responsible for events and promotions on individual stations; and Community Radio staff or volunteers with responsibility for marketing.

Marketing Managers, or individuals in similar roles, are based in radio stations throughout the UK.

Because Marketing is a very broad term. Marketing managers’ specific responsibilities vary considerably depending on each station’s requirements. Individual stations and groups take different approaches to the organisation of marketing and market research, sponsorship and promotions, events, publicity and PR. Some of this work may be contracted out, and on smaller stations these responsibilities may be shared among other roles.


What does the job do?

Marketing Managers may be expected to fulfil a range of both analytical and creative marketing functions: commissioning research and interpreting data about radio markets and audiences; maintaining contact databases for the station; designing and implementing innovative promotional campaigns and events that engage audiences and meet client needs; developing the station’s relationships with audiences and clients; and ensuring consistent communication in all marketing output.

Marketing Managers are expected to work closely with colleagues involved in sales, sponsorship, promotions, events, publicity and programming. They should be able to offer insight about audiences and key commercial partners so that station output and other activities meet audience and client expectations, contribute to building the brand, and maximise revenue.

Although some of their work is office-based, they must also spend time out of the office meeting with key station contacts, gathering information, and assisting with events. The job may involve long hours, juggling many projects, knowing how to prioritise, and meeting exacting deadlines.

Marketing Managers are responsible for managing budgets, and for ensuring the efficient use of resources. They are also expected to ensure that their work complies with media law, regulation and industry codes.

Essential knowledge and skills


  • Ability to think creatively and generate original ideas

  • Excellent writing skills which they can adapt for different audiences and platforms

  • Knowledge of marketing and communications, and how to build and manage brands

  • Knowledge of the Radio market, different station and programme styles, and audience demographics

  • Familiarity with the increasing range of communications platforms, and how they can be used in marketing campaigns

  • The confidence and tenacity to pursue information, overcome obstacles, and pitch ideas to senior colleagues

  • Research skills, and the ability to interpret data and make the information accessible for non-specialist colleagues

  • Attention to detail

  • Ability to work independently but also as part of a team

  • Self-motivation and adaptability

  • Ability to work effectively under pressure, react quickly, and meet tight deadlines

  • Determination, diplomacy, and excellent interpersonal skills

  • A thorough knowledge of the law, ethics and industry regulations as they affect radio marketing

  • Knowledge of when it is necessary, and how to acquire the relevant clearances and licenses, including copyright and music clearances

  • Knowledge of the requirements of the relevant Health and Safety legislation and procedures

  • A high level of IT skills – particularly good word-processing and data handling skills