Hispanic Marketing Specialists
SOC 27-3031-99
Hispanic Marketing Specialists use key demographic information to focus a firm's marketing efforts on Hispanic communities. They understand the nuances and differences among Hispanic sectors in order to develop targeted sales strategies. They must have a strong knowledge of general economies and market conditions, and be fluent in English and Spanish.
Wages and Benefits
| Hourly Wages | Range | Median |
|---|---|---|
| New Hires, No Experience | N/A | $19.23 |
| New Hires, with Experience | $24.03 - $60.09 | $42.03 |
| After Three Years with the Firm | N/A | N/A |
Average Weekly Hours:
Almost all Hispanic Marketing Specialists Work full time, 40 hours per week.
Shifts:
Almost all Hispanic Marketing Specialists work a regular day shift.
Duties:
Hispanic Marketing Specialists work in many industries that are trying to open their markets to the Hispanic population. Their general duties include developing a marketing plan, managing a budget, conducting research on the Hispanic populations in specific regions.
INDUSTRY OUTLOOK
According to the San Diego Ad Club's 2005 Demographic Profile and Hispanic Marketing Council, San Diego represents the 11th largest market of the Hispanic population in the U.S. and the 10th largest Hispanic market for retail spending. The Hispanic population accounted for 71.3% of all growth in San Diego County from 1990 to 2003. Currently one of every three persons in the region is Hispanic with projections to grow to 35-40% of the region's population. Estimates are that the local Hispanic population has an annual purchasing power of $12.6 billion dollars.
With the anticipated population growth in the region and throughout California, the occupation of Hispanic Marketing Specialists is anticipated to grow and be in demand.
EMPLOYER REQUIREMENTS
Education:
Most employers prefer applicants with a bachelor's degree in marketing and some accept applicants with less than a bachelor's degree.
Experience:
Employers require quite a range of experience from a minimum of 6 to 12 months up to 10 years in marketing or advertising sales.
Skills rated "Very Important":
Ability to communicate effectively in English and Spanish
Ability to understand and analyze demographic data
Ability to understand the different Hispanic cultures
Ability to meet deadlines and work under pressure
Ability to manage multiple tasks effectively
Ability to research labor market trends and demographic information
Ability to develop marketing plans
Possession of problem-solving skills
Possession of critical thinking skills
Possession of logical reasoning
Possession strong organizational skills
Possession of basic computer skills
Knowledge of print ad and layout techniques
Possession of a strong bilingual and bicultural knowledge for advertising sales, print layout, and marketing techniques
EMPLOYMENT TRENDS
Where the Jobs Are:
Print Media, Newspaper and Periodical Publishers
Spanish Radio and Television
Marketing and Advertising Firms
Financial Services
Retail Sales
OTHER INFORMATION
Career Ladder/Promotional Opportunities:
Promote from: Copy Writer, Market Researcher, and Junior Sales Person.
Promote to: Hispanic Marketing Director, Department Director, and Director of Media Relations.
Alternate Job Titles:
Hispanic Account Executive, Account Manager, and Hispanic Account Representative.
Data Collection Date:
Fall 2005
Profile Note: This is an emerging occupation. The information used to generate the profile was gathered from a variety of sources including: interviews with employers, educators and training providers, State of California Occupational Guides, and the Occupational Outlook Handbook.