Being Creative and Strategic: What It’s Like Being a Marketing Coordinator


When I think of really “creative” individuals, I often picture chaotic women with accents and hair that isn’t quite curly or straight. They stare at blank canvases, entranced by their own minds, and then suddenly throw colors at the white gessoed squares.

This, of course, is not what all creative individuals look like. Creativity can be found in people of all shapes and sizes. And this is a good thing. If there was only one type of creative human, we would be out of luck when it came to marketing.

It takes both creativity and intense organizational skills to successfully execute marketing campaigns. You have to be familiar with both order and imagination.

Marketing coordinator with NEOGOV/HR Cloud Noelani Lupton attended Loyola Marymount University and majored in Business Administration with an emphasis in Marketing. She chose to study marketing because of the way it required a combination of organized and out of the box thinking.

“I am a very strategic thinker but am also very creative,” she explains.

We took a moment to speak with Noe about what a marketing coordinator does and what students/recent graduates who are interested in marketing should know about the field.

What is a typical day like?

As marketing coordinator, Noe is focused on the events that her company puts on and/or is a part of. Her daily duties are centered around the marketing initiatives that promote NEOGOV/HR Cloud’s involvement in these gatherings. She runs all sorts of campaigns including email marketing campaigns, calling campaigns, onsite promotion, and social media promotion via Twitter, Facebook, and LinkedIn. She’s also responsible for event planning, management, and logistics.

What are her favorite parts about her job?

Noe’s favorite part about her job is getting to see the results of her marketing efforts. Especially with the larger tradeshows that her company exhibits at, she loves seeing everything come together. Afterwards, she pulls reports and analyzes the data to see which marketing objectives worked best. This is the part of her job where she gets to use both her strategic thinking as well as her creativity. Looking at the turnout at the events, she can figure out which marketing strategies worked, which could be improved upon, and then gets to brainstorm about how to approach the next event.

She also loves that she gets to work with the design team. She has so much fun collaborating with them to create marketing campaigns. Recently she’s gotten to work with them on a new booth design for an upcoming international tradeshow. In addition to that, both teams work on branding and brand consistency. This means they work together to make sure the same message and feel is being shared through brochures and flyers, email marketing campaigns, event marketing flyers, banners, landing pages, and social media advertisements.

What are the most challenging parts of her job?

As the marketing coordinator, Noe has to be a self-starter. She’s given the resources she needs to do her job, but after that, it’s really up to her what she actually does with them. Being a very hands-on and proactive person, Noe doesn’t mind this work. But it can be challenging to self-manage and take control of idea generation and then execute on those ideas. There are so many moving parts when it comes to planning, marketing, and executing a successful event. It requires a lot of organization and attention to detail.

What are some things students studying in this field may not know about working as a marketing coordinator?

Marketing is a field that is constantly changing. In order to be successful, you need to stay on top of marketing trends. Noe recommends that students and recent graduates utilize case studies and blog posts to see what has worked for other companies. She advises subscribing to blogs such as HubSpot’s Marketing Blog. Then using that information, learn what other companies are doing and apply or adapt that to your own. Use it as inspiration and guide for your own marketing campaigns.

What are some essential skills for a marketing coordinator?

Although sales and marketing are different, Noe believes that marketing coordinators should have a working knowledge of the sales process, and with that knowledge, how marketing efforts contribute to individual sales. All leads are tracked through digital marketing and event marketing efforts. From there, using customer relationship management (CRM) software, Noe is able to see where these leads are in the sales cycle as well as which leads are eventually converted and become sales.

With online marketing growing every day, marketing coordinators have to know about SEO, SEM, and understand the importance of content marketing.

It’s also a good idea to become AdWords certified. It will set you above most other marketing graduates.

Homework time! Noe suggests that you become familiar with some online marketing tools and techniques such as Adwords and SEO/SEM. Start searching for classes online or ask your professors to help you hone those skills. Also, subscribe to different marketing blogs so that you’re up-to-date with the latest industry news and practices.


One Response to “Being Creative and Strategic: What It’s Like Being a Marketing Coordinator”

  1. Danny Rubin

    Good stuff, Kellen! As someone who works in marketing, I know it takes a tremendous attention to detail and the ability to handle a lot of little tasks to make the big project or event shine.


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