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A lot of business solutions in today's world rely in part on marketing. Marketing provides the business with a voice, a way to communicate with potential customers and investors that ensures that the message of the business is not miscommunicated. By working with the marketing department, a business is better able to ensure that its moves are not as surprising as they could be, and that the reasons for those moves are well understood, at least in theory. Obviously the possibility exists that the marketing can be used to merely manipulate customers and direct them elsewhere, but a good business learns that misdirection is not a tactic that should be used often. As such a good business relies on filling its marketing director jobs with the best possible candidates.
A good marketing director knows how to read the tea leaves and determine how public opinion shifts, and anticipates those shifts. He coordinates with the heads of different departments in order to ensure that the company message is unified between heads a different message from different heads would do little but confuse investors as to the company's motives for why it does things, and that can hurt its stock performance. Without investor interest, a company is handicapped from gaining capital, and can potentially flounder when it needs that capital to move forward on some projects. As such, only a poor company ignores the marketing of even its smallest department at its danger, and thus seeks to make sure that all of its departments are on the same page.
That issue of "different departments, different messages" is muted a bit for customers, as they rarely deal or are even interested in other departments a customer interested in buying tires is unlikely to be interested in the dealings of the company's research and development department, for example, especially if the company is researching a wide variety of subjects. This focus from customers can create a need to focus on the specific customers in order to make sure that they are aware of what the company is up to and to ensure that they know that their favorite products will still be available customers are interested only in certain products, and that loyalty helps the bottom line of the company.
The difference between investor and customer needs means that each department requires its own marketing director to ensure that the department is represented well to investors and any customers of that department, as well as to coordinate with the marketing department itself. Even the human resources department can use its own marketing person in order to ensure that there is no perception of bad hiring and employment practices. The company's marketing department must coordinate all of these marketers in order make sure that the company sends out a unified message, as well as to make sure that individual departments do well on their own.
When posting marketing director jobs, a company that allows for all of this will tend to do well. It may not be a bad idea to allow for specialists, such as a person with a science background working for the research and development department, but as long as the person has some skill in determining shifts in the public the company should do well. A company succeeds or fails based on its marketing bear that in mind and finding the perfect marketing director will be easy.