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You need to know the DNA and ethos of the brand or company really well,” he says. “Sometimes a marketing manager is employed to change the position of a brand or business, and that brings about its own challenges. They’ll also work hand-in-hand with PR and sometimes will look after both the marketing and PR functions, as I have done in some of my previous roles. They’re a central point in the business, so while they may not set the strategy, it’s up to the marketing manager to bring the strategy to life and to keep everyone in the business aware of what’s going on. Even in the smallest company the marketing role works very much in collaboration with the rest of the business and needs to communicate with everyone from the CEO to the security guards.