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Radio Marketing Executive

Personality type:

The lowdown

  • Marketing the services and products of a radio station, or group of stations, to existing and potential listeners and clients
  • Increasing brand awareness and loyalty, growing the audience and attracting advertisers

Is this role right for me?

To do this role, you will need to:

  • be able to think creatively and generate original ideas
  • have excellent writing skills which you can adapt for different audiences and platforms
  • have strong knowledge of marketing and communications, and how to build and manage brands
  • have a strong understanding of the potential of digital communication channels for advertising and marketing campaigns
  • have the confidence and tenacity to pursue information, overcome obstacles and pitch ideas to senior colleagues
  • be able to work calmly effectively under pressure, react quickly, and meet tight deadlines
  • pay close attention to detail
  • have excellent communication skills, complemented by diplomacy
  • be able to analyse and interpret data, and interpret the information for non–specialist colleagues
  • have knowledge of the law, ethics and industry regulations around radio marketing
  • understand when it is necessary, and how to acquire, the relevant clearances and licences, including copyright and music clearances
  • understand the requirements of the relevant health and safety legislation and procedures
  • have strong IT skills, including word processing and data handling
  • have knowledge of the radio market, different station and programme styles, and audience demographics

What does a Radio Marketing Executive do?

Radio Marketing Executives undertake a wide range of activities 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 the audience and attract advertisers.

This involves a range of analytical and creative marketing activities. The Radio Marketing Executive commissions research and interprets data about radio markets and audiences. They maintain contact databases. They design and implement promotional campaigns and events that engage audiences and meet client needs. They ensure consistent communication in all marketing activity.

Radio Marketing Executives work closely with colleagues in sales, sponsorship, promotions, events, publicity and programming. They offer insight about audiences and commercial partners so that the station’s output meets audience and client expectations, contributes to building the brand, and maximises revenue.

In commercial radio this role is vital in supporting the work of the sales team as it seeks to maximise advertising and other revenue for the station or group. Radio 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.

Radio Marketing Executives manage budgets and ensure the efficient use of resources.

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.

This has been a description of the Radio Marketing Executive’s role in Commercial Radio. However, aspects of the role are relevant to BBC Marketing and Communications Managers with responsibilities for radio, as well as Radio Producers or Broadcast Journalists who are responsible for events and promotions on individual stations, and community radio staff or volunteers with marketing responsibility.

Will I need a qualification?

You may not need a degree to be a Radio Marketing Executive. However, marketing is increasingly competitive and many of those working for marketing teams in radio are graduates. A degree in marketing or communications or business management could help. You should look out for a degree that has good contacts with relevant industry sectors and encourages students to undertake work placements to gain experience.

However, you could also start out in radio or a related media area and work your way up from an entry-level role, without a degree.

To get onto one of the few industry trainee schemes that are out there, you’ll probably need a degree or equivalent and you should be prepared for a rigorous selection process. That said, some schemes are targeted at non-graduates.

You could also take a qualification or short course offered by one of a range of professional associations and awarding bodies in the marketing field. Some of these are aimed specifically at those just starting out in the profession.

What’s the best route in?

There is no set route for you to take to become a Radio Marketing Executive. However, employers would usually expect you to have both marketing qualifications and experience.

You could move into radio from marketing or communications roles in related environments, and with relevant degrees or other professional qualifications acquired through your work.

You could also join a radio marketing teams in a more junior role and progress by acquiring knowledge and experience on the job.

Whatever your qualifications, employers will expect you to have an interest in, and hands-on experience of, radio broadcasting, particularly skills gained through community radio, student or hospital radio.

Where might the role take me?

From the role of Radio Marketing Executive, you could move to a larger station or progress from a local team to a regional or national marketing department, advancing to Marketing Manager and ultimately a Marketing Director role.

With your transferable marketing skills, you could move to a comparable role in a completely different market.

Interested? Find out more...


  • Radio Academy - industry-wide charity dedicated to promoting excellence in UK audio broadcasting and production
  • Radio Centre - industry association for UK commercial radio with a website including information and on work placements and how to get job in radio
  • BBC Academy - College of Production - information and advice on the skills required to make engaging radio, including interviews with producers in music, speech, factual and comedy about what it takes to work in radio
  • Community Media Association - the UK representative body for the community media sector, committed to promoting access to the media for people and communities
  • Student Radio Association - representative body which supports and acts on behalf of the UK student radio community 
  • Hospital Broadcasting Association - the national charity that supports and promotes hospital broadcasting in the UK 
  • BECTU - the UK media and entertainment trade union with information on pay and conditions, training, and access to individual advice on personal and contract issues
  • National Union of Journalism - the trade union for journalists in the UK and Ireland - with information on pay and conditions, training and legal advice
  • Radio Today - radio industry news site
  • Radio Now - radio station directory, listen live to many UK radio stations
  • Advertising Standards Authority - independent regulator for advertisements, sales promotion and direct marketing in the UK; details of radio advertising standards code
  • Institute of Sales & Marketing Management - UK professional body for salespeople, awarding body for qualifications in selling and sales management, list of training providers and other resources
  • Chartered Institute of Marketing - the leading international body for professional marketers, details of qualifications and training and further resources
  • The Marketing Society - network for senior marketers, with some articles and other information available to non-members



  • Creating Powerful Radio, Valerie Geller ISBN-10: 0240519280
  • Essential Radio Skills, Peter Stewart ISBN-10: 0713679131
  • The Broadcast Voice, Jenni Mills ISBN-10: 0240519396
  • Presenting on TV & Radio, Janet Trewin ISBN-10: 024051906X
  • Marketing: Concepts & Strategies, Sally Dibbs, Lyndon Simkin, William M. Pride & O.C. Ferrell ISBN–13: 978–0618532032
  • Making Waves: Radio On The Verge, Mark Ramsey ISBN–10: 1440102570
  • An Advertiser's Guide to Better Radio Advertising, Andrew Ingram & Mark Barber ISBN–10: 0470012927


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