This is the fourth class in the Marketing Management series for positions that direct an agency’s marketing services program. Positions in this class serve as a single charge position; plan, develop and direct a comprehensive range of international and domestic marketing strategies in complex programs that are characterized by large central office staffs and geographic dispersion of representatives. These positions are responsible for directing comprehensive marketing strategies in order to promote Virginia’s products, services and locations locally, nationally and abroad, and attracting foreign and national trade that stimulates commerce and supports economic development in Virginia. This class is distinguished from the Marketing Assistant Director class by the latter’s responsibility for directing a major specialty within the agency’s marketing services program.

Complexity of Work: Performs work of unusual difficulty which requires organizing and directing Marketing Assistant Directors who manage specialty areas and a large staff of marketing professionals who serve as specialists in the marketing and promotional areas. Positions exercise extensive management and administrative direction to ensure the development, communication, and attainment of the goals and objectives of the marketing program throughout the agency including field offices. Positions are responsible for planning, developing and directing all areas of the agency marketing program including budgetary formulation, research, market information, promotions, market development, marketing goals and objectives and establishing integrated management systems for their attainment and evaluation. Develops marketing policies and interprets national and international marketing policies and regulations such as transportation, import, export and customs to management, other marketing support staff, prospective investors and corporate executives.

Supervision Given: Directs the work of Marketing Assistant Directors, Marketing Managers and/or Marketing Assistant Managers who manage a large staff of marketing professionals supervising other professionals, paraprofessionals and support staff in implementing various marketing functions.

Supervision Received: Receives administrative direction from the deputy agency head or other agency executive manager. Positions exercise a high degree of latitude in planning, developing and directing all phases of work within broad agency guidelines, programs and marketing goals and the mandates and regulations that govern the work.

Scope: Positions in this class plan, develop and implement the agency marketing service program and have a critical and direct bearing on the attainment of overall marketing objectives which are essential to the mission of the agency.

Impact of Actions: Decisions have a major and direct effect on the success of the agency’s marketing program and on the stimulation and expansion of economic development in Virginia.

Personal Contacts: Frequent internal contacts with the Governor’s and Secretary’s Offices, legislators, other state agency executives, and agency managers to explain and promote various marketing goals and objectives. Frequent external contacts with officials of local, national and international companies/financial institutions to address present and future industry needs; local and federal governmental officials and members of various commissions, advisory and regulation boards; and the media to respond to marketing program issues.

Knowledge: Comprehensive knowledge of marketing, economics, business and public administration principles and practices; of the laws, rules and regulations affecting economic development, international and domestic trade; and of the resources, programs and commodities of the state; and of management and budgetary practices and techniques.

Skills: None identified for this class.

Abilities: Demonstrated ability to direct comprehensive marketing programs and a large professional staff; to establish effective business relationships with business executives; to communicate effectively orally and in writing; to analyze industrial and economic trends and take appropriate actions; and to formulate department budget.

QUALIFICATIONS GUIDE*

License or Certification: None.

Education or Training: Graduation from an accredited college or university with a with major course work in marketing, economics, business, public administration or a related field.

Level and Type of Experience: Extensive experience developing and directing a marketing, business and industrial related program; and in international trade or a related area.

An equivalent combination of training and experience indicating possession of the preceding knowledge and abilities may substitute for this education and experience.

This class was established as a result of the Classification

Review/Specification Update Program and replaces the Agriculture Marketing Director, Industrial Development Deputy Director, and Tourism Deputy Director classes, effective July 1991.