International marketing consultant: assignments, skills, training, salary and career development

An essential profession for the global development strategy

The International Marketing Consultant is a strategy expert who helps companies conquer or strengthen their position in foreign markets. By considering cultural, economic and commercial differences, they create appropriate strategies to maximise companies' international success. This profession requires a strong ability to adapt, an understanding of global business practices and a cultural sensitivity.

What does an International Marketing Consultant do?

The role of the International Marketing Consultant involves a wide range of key tasks, which vary depending on the project, the sector of activity and the target market.

Market Research and Analysis :

• Market research: carrying out detailed market studies to assess the company's potential for development abroad, including analyses of demand, consumer preferences, market size and competitive intensity.
• Segmentation: identify the most promising market segments based on geographical, cultural, economic and demographic criteria.
• Competitive research: analysing the position and strategies of local and international competitors to anticipate challenges.

Marketing strategy development :

• Strategic planning: developing tailor-made marketing strategies for each market, taking into account cultural and commercial specificities.
• Brand positioning: adapting and sometimes reinventing the brand image to align it with local expectations and cultural sensitivities .
• Media plan and distribution channels: determining the most effective channels for reaching the local target, whether digital, physical or event-based.

Launching and managing campaigns :

• Adapting campaigns: translating, adapting and customising advertising campaigns so that they are culturally and linguistically relevant.
• Monitoring and optimising: tracking the progress of ongoing campaigns, measuring their performance and adjusting messages when necessary to maximise impact.
• Collaboration with local teams: working closely with partners or teams on site to optimise the execution of marketing strategies.

Advice and support:

• Strategic advice: acting as advisor to management teams to guide them in their international marketing choices.
• Training local teams: training local sales and marketing teams in the company's values, products and global strategy.
• Monitoring global trends: actively monitoring international marketing trends and legislative developments in each market.

What skills do you need to be a good International Consultant?

The job of International Marketing Consultant requires a combination of technical, analytical and interpersonal skills.

Here are the skills you need to succeed in this profession:

Technical skills :

• Strategic marketing: mastering strategic marketing techniques and methodologies (segmentation, targeting, positioning, etc.) to adapt to foreign markets.
• Data analysis: advanced skills in analysing data and interpreting market research to identify opportunities and risks.
• Project management: the ability to coordinate and manage several projects simultaneously, on time and on budget.
• Knowledge of international regulations: understanding of regulations and legal requirements in different countries to ensure compliance .

Interpersonal and cultural skills :

• Cultural adaptability: ability to understand and respect cultural differences in order to develop appropriate marketing strategies.
• Language skills: fluency in English is essential, and knowledge of other foreign languages is often an asset (Spanish, Chinese, German, etc.).
• Communication skills: the ability to present ideas clearly and convincingly to both internal teams and international partners.
• Negotiation and diplomacy: ability to negotiate and use diplomacy in an international context to facilitate collaboration and partnerships.
• Creativity and innovation: the ability to propose original marketing solutions suited to the specific characteristics of each market.

How can I become an International Consultant?

Education and training

The career path to become an International Marketing Consultant may include :

• Bachelor's degree (Bac+3): Bachelor's degree in International Business, Marketing, Business Management or Applied Foreign Languages (LEA).
• Master's degree (Bac+5): Master's degree specialising in International Marketing, Strategy or International Business. Courses such as a Master's degree in Marketing or an MBA with a specialisation in international marketing are very popular.
• Professional certifications: certifications in digital marketing (Google, HubSpot) or project management (PMP, Prince2) can enhance skills and credibility in this field.
• International experience: a study period, internship or professional assignment abroad is highly recommended to gain a better understanding of intercultural issues and specificities.

Continuous training

To keep up-to-date, international marketing consultants must regularly attend training courses or conferences on subjects such as digital marketing, international trade and global cultural trends.

EM Normandie offers an MSc International Marketing and Business Development course suited to this profession.

How much does an International Marketing Consultant earn?

Salaries for International Marketing Consultants vary according to experience, company and geographical location.

• Beginner (0-3 years' experience): the gross annual salary is generally between €35,000 and €45,000.
• Experienced (3-5 years' experience): the salary is between €45,000 and €60,000 gross per year.
• Senior (more than 5 years' experience): in large international companies or consultancies, salary can reach €60,000 to €80,000, or even more depending on specialisation and performance.

Bonuses and benefits

Performance bonuses, benefits in kind (such as company-owned accommodation when working abroad) and end-of-assignment bonuses are common, especially for consultants working in private practice.

What career prospects are there in this profession?

International Marketing Consultants have a number of career prospects, both in managerial positions and as experts in specialist fields.

• International Marketing Manager: oversees all the company's marketing activities on an international scale. This position involves more managerial responsibilities.
• International Development Director: in charge of the company's global expansion strategy and the coordination of international teams.
• International Digital Marketing Project Manager: specialising in digital strategies for international markets, with a focus on online campaigns and digital platform management.
• Senior Consultant or Practice Manager: manages more complex projects and supervises teams, with greater responsibility for customer relations and business development.
• Marketing Director: a more strategic position with a long-term vision to guide all marketing actions, both nationally and internationally.

Other opportunities

International marketing consultants can also specialise in areas such as strategy consulting or international public relations. Some consultants choose to set up their own consultancy, offering their services as freelance consultants to a variety of clients.

What is the working environment like for an international marketing consultant?

International marketing consultants often work for consultancies, companies with a strong international presence, or on a freelance basis. They may be required to travel abroad on a regular basis to meet clients and assess markets in immersion. The job requires a high degree of adaptability to cope with time differences and cultural differences.

In a nutshell

The job of International Marketing Consultant is a strategically important one for companies seeking to establish or strengthen their position in global markets.

By combining expertise in market analysis, a keen sense of cultural adaptation and project management skills, this professional plays a key role in the success of international campaigns. Their versatile, multicultural profile, combined with a capacity for innovation, offers them a wide range of career prospects, both in management positions and in global strategic consultancy specialisms.