The crucial role of an international marketing manager

Published on 14/11/2023

International marketing plays an increasingly decisive role in the competitiveness of companies on world markets. An International Marketing Manager develops strategies to attract and retain customers around the world. This article highlights the five main parts of the crucial role they play in the success of international companies.

Analysis of global markets

Before taking any marketing action, a marketing manager must carry out an in-depth analysis of foreign markets. This involves studying and interpreting relevant data on the various foreign markets in which the company wishes to set up or expand its activities. 

This analysis enables them to understand the subtleties of each market, identify opportunities and challenges and make informed decisions to adapt their strategies accordingly. 

Here are some of the key elements of global market analysis: monitoring consumer trends and behaviour, analysing competition, monitoring the economic and political climate, analysing distribution and communication channels, and studying regulatory and cultural constraints.

Implementation of international marketing strategies 

Marketing managers draw up specific marketing plans for each target market. Here are the main steps:

  • Definition of objectives: these vary depending on the market and the target. 
  • In-depth market research: to understand the needs, behaviour and expectations of local consumers. The aim is to pinpoint opportunities, identify the most promising market segments, assess the competition, and make decisions about positioning on each market.
  • Adaptation of the marketing mix: adjusting the 4Ps (product, price, place and promotion) to suit each market. 
  • Choice of distribution channels: adjusting purchasing habits, standards and distribution practices to reach international customers.

Global brand management 

The brand plays an essential role in building consumer reputation and trust. International Marketing Managers are responsible for global brand management, including: 

  • Definition of a global brand identity: a brand that is recognisable, timeless, understood and appreciated by everyone.
  • Cultural adaptation: adjusting marketing communication messages, images, colours and symbols so that they are relevant and acceptable to local consumers. 
  • Consistency in marketing and communication: brand identity must remain recognisable and messages consistent to build consumer confidence and create a solid brand image.
  • Brand protection: against unauthorised use, counterfeiting and damage to reputation. This may involve registering trademarks in each country, monitoring infringements and taking legal action.
  • Flexibility and adaptation: adjusting brand strategy in line with economic, political and cultural changes.

Partnership with international teams 

Partnership with international teams is an essential step in ensuring the success of international sales strategies. Here are some key aspects:

  • Clear, regular communication: effective communication channels for sharing important information in real time. 
  • Definition of common objectives: all international marketing teams must understand and adhere to the company's global objectives in order to create a coherent vision on an international scale.
  • Sharing best practice: each country has unique challenges and opportunities. Sharing practices and lessons learnt enables teams to draw inspiration from each other and optimise results.
  • Training and skills development: ensuring you remain competent in a constantly changing environment.
  • Feedback and constructive feedback: encouraging teams to give their opinion, share their ideas and concerns. This encourages development and strengthens the relationship between the teams.

Performance measurement and adjustments 

International marketing managers do more than just implement strategies. They also measure their effectiveness: they evaluate the performance of international marketing initiatives, identify strengths and weaknesses and make adjustments to optimise results. 

Monitoring and control allow problems to be identified quickly and the necessary measures to be taken. The tools are: customer feedback, social media, market research and sales performance.

An International Marketing Manager must also work with translation agencies to ensure that marketing content is adapted in a relevant and appropriate manner, enabling successful expansion into global markets.

International marketing manager job description

Training to become an international marketing manager and years of professional experience are decisive factors. International marketing managers study marketing, international trade or a related field. They also have foreign language skills, a knowledge of international trade and ongoing training.

The salary of an international marketing manager depends on the country, the company and the cost of living.

International marketing managers play a central role in the success of companies on global markets. Their ability to understand foreign markets, develop appropriate strategies, manage the brand on a global scale, coordinate teams and measure performance are all factors that determine the competitiveness and sustainability of companies on a global scale. By occupying a strategic position, they contribute to the growth and prosperity of companies in the context of globalisation.

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