What is a Marketing Producer?

marketing producer

The newsroom is filled with all kinds of producers – where do you fit? (Photo Courtesy: Moshe Shai/FLASH90)

The term Producer gets thrown around a great deal in the entertainment industry.

Steven Spielberg is a Producer, and so was I, but there is little to nothing similar in our jobs…except the amount we are paid (psst…that’s a joke).

There are line producers, coordinating producers, segment producers, executive producers…and marketing producers? How do you keep them all straight?

Let’s first take the word at its base meaning – to produce means to create or develop something. In the world of entertainment, especially in TV, Film and Radio, the term is used in relation to developing content, but it also assigns authority and responsibility.

For example, there is a hierarchy of producers in a typical TV newsroom:

Each role has different responsibilities in creating a final product that goes on the air. While the associate producer will do much of the grunt work, the executive producer will oversee the entire production, making all the tough decisions that day while also planning for the days ahead.

OK, But What is a Marketing Producer

There isn’t always a consistent nomenclature for jobs in television, for some odd reason individual stations refer to their jobs with different titles than the next even if the role is the same. It’s annoying. Why can’t we all agree on job titles and just stick to them?

Most stations refer to the team that creates promotional videos, brand content and image marketing as “Creative Services”.

Envision this for a second, there is a team of people in the newsroom – scanning the wires, talking to sources, interviewing newsmakers, researching storylines, building a show format – they are the news production team.

There is another group creating the topical promotions to advertise the upcoming shows. “Team Coverage of Tropical Storm Julie” and “NBC4 cares about our community” and “Congratulations to the CBS7 team for their seven local Oscar nominations” – that is the Creative Services team.

They are not in the newsroom, they usually have their own department, but they are also producing content to go on the air. Of course, with the emergence of social media, their role isn’t confined to broadcast, they are also promoting the station brand through other channels.

A Marketing Producer, is the same thing as Creative Services. Their job is to market the product, and the brand using all channels and means available.

Let’s break down some of the job responsibilities shall we? (this is from a real live job description)

  • Manage the stations brand on all platforms
  • Must be skilled in non-linear editing, topical newswriting, shooting, image marketing and social media.
  • Devise and execute creative and effective on-air topical promotions for the station news product.
  • Must have a proven track record of producing compelling promotional spots that connect emotionally with viewers and showcase the brand.
  • Requires top-notch writing skills and a desire to win every day.
  • Good understanding of how to sell news stories and station programming to target demographics.
  • Must have the ability to execute distinct marketing and branding strategies for the station. \
  • Must be very familiar with social media. Flexibility and ability to meet tight deadlines is key.

Is this making sense now? If you have a skill for promotion, a hankering for non-linear editing, and an ability to relate information on social media, this could be the path for you!

About Brian Clapp

Brian Clapp has worked in the broadcast media for over 14 years as a writer, editor, producer & news director. After beginning his career in Atlanta at CNN/Sports Illustrated, he switched coasts to Seattle to work at Fox Sports Northwest. In 2010, Brian began pursuing a new found passion on the digital media side, launching a successful website and then taking on the role of Director of Content for WorkinSports.com & WorkinEntertainment.com.

Recently Brian has become addicted to Google+ and LinkedIn so add him to your circles and make him a contact. No seriously, you should.


  1. The TV business is something I am not very familiar with mainly because there are so many people that work in that field. There are also many different kinds of TV producers. Each category has a producer it sounds like. I like that you mention this and it would be nice to be able to keep them all straight.