Summary
Advertising and Marketing Professionals (KeSCO 2431) supports outcomes in the Finance, Business & Professional Services sector by applying job-specific knowledge, standards, and tools to deliver quality services or outputs. Duties and complexity vary by employer, work setting, and seniority level, but the occupation generally requires reliability, competence, and continuous learning.
Minimum entry
Diploma or Bachelor’s degree
Future outlook
Future trends such as digital transformation, automation, climate resilience, and changing consumer needs are shaping most occupations. Workers who continuously upskill (digital literacy, quality standards, safety, customer service, and modern tools) are more resilient and competitive.
Sectors
Finance, Business & Professional ServicesProfessional ServicesPublic SectorPrivate SectorNGO/DevelopmentSpecialised Practice
Description
Advertising and Marketing Professionals (KeSCO 2431) supports outcomes in the Finance, Business & Professional Services sector by applying job-specific knowledge, standards, and tools to deliver quality services or outputs. Duties and complexity vary by employer, work setting, and seniority level, but the occupation generally requires reliability, competence, and continuous learning.
Employment prospects
Prospects depend on national and county demand, sector investment, policy priorities, and supply of trained workers. Job seekers improve prospects by gaining practical experience, building a portfolio or track record, earning relevant certifications, and being flexible on location and sub-sector.
Tasks
- Plan and prioritise daily work activities to meet targets and deadlines
- Follow workplace procedures, standards, and relevant regulations
- Carry out core job duties accurately and safely
- Use job tools/equipment/software correctly and maintain them appropriately
- Communicate progress, issues, and requirements with supervisors and colleagues
- Serve clients/customers professionally and resolve routine queries
- Document work completed, maintain records, and submit routine reports
- Identify errors, risks, or service gaps and propose improvements
- Work as part of a team and coordinate tasks across units
- Maintain confidentiality and ethical conduct where required
- Comply with occupational safety and health (OSH) guidelines
- Participate in training, mentoring, or continuous improvement activities
Skills
Communication (verbal and written) | Teamwork and collaboration | Problem-solving and critical thinking | Time management and prioritisation | Attention to detail and accuracy | Customer service orientation | Integrity and ethical conduct | Adaptability and continuous learning | Decision-making and judgement | Documentation and record-keeping | Digital literacy (basic) | Safety awareness and compliance mindset
Core skills
- Communication (verbal and written)
- Teamwork and collaboration
- Problem-solving and critical thinking
- Time management and prioritisation
- Attention to detail and accuracy
- Customer service orientation
- Integrity and ethical conduct
- Adaptability and continuous learning
- Decision-making and judgement
- Documentation and record-keeping
- Digital literacy (basic)
- Safety awareness and compliance mindset
Technical skills
- Use of hand and power tools safely
- Installation, maintenance, and repair procedures
- Reading drawings/specifications and measurements
- Troubleshooting and fault diagnosis
- Quality control and workmanship standards
- Equipment handling and preventive maintenance
- Workplace safety and PPE usage
- Basic electrical/mechanical principles (as relevant)
- Material handling and storage
- Site readiness and task planning
- Compliance with standards and inspections
Transferable skills
- Leadership and supervision (as one progresses)
- Negotiation and stakeholder management
- Conflict resolution
- Presentation and public speaking
- Creativity and innovation
- Emotional intelligence
- Planning and organisation
- Resilience and stress management
- Service mindset and empathy
- Networking and relationship building
- Analytical thinking
- Professionalism and work discipline
Certifications
- Trade test / competency certification (where applicable)
- Occupational Safety and Health (OSH) certification (strongly recommended)
- Equipment-specific operator certification (where applicable)
- First Aid certification (recommended in many workplaces)
Education
Specialised degree in the relevant discipline | Graduate internship/attachments where applicable | Professional registration/licensing where regulated | Experience-based progression into senior/specialist roles
Pathways
- Specialised degree in the relevant discipline
- Graduate internship/attachments where applicable
- Professional registration/licensing where regulated
- Experience-based progression into senior/specialist roles
Relevant courses
- Business Administration
- Accounting and Finance
- Economics
- Human Resource Management
- Procurement and Supply Chain
- Project Management fundamentals
- Marketing and Sales
- Public Administration / Governance
- Monitoring & Evaluation (M&E) fundamentals
- Customer Service / Service Excellence
Institutions
- Universities (accredited public and private universities offering relevant programmes)
- National Polytechnics and TVET institutions (diploma, certificate, artisan programmes)
- Technical Training Institutes and Vocational Centres
- Professional Colleges and Accredited Training Academies
- Sector Training Authorities and Recognised Centres of Excellence
- Employer-based Academies and Apprenticeship Programmes
- Online Learning Platforms (supplementary; verify recognition for regulated fields)
- Industry Associations and Professional Bodies (short courses/CPD)
Minimum requirements
- Minimum education: Diploma or Bachelor’s degree
- Basic literacy and numeracy (reading, writing, and basic calculations)
- Good conduct, reliability, and professional behaviour
- Ability to follow instructions, procedures, and workplace rules
- Basic digital literacy where the role uses computers/phones
- Physical/medical fitness where the role is physically demanding or safety-sensitive
- Regulatory registration/licensing where required (profession-dependent)
- Background checks/clearance for sensitive roles where applicable
Work context
Workplace policies | Team collaboration | Quality standards | Professional environment | Standards compliance | Reporting
Where they work
- Public sector institutions, private companies, NGOs and community-based organisations depending on the sector.
Work setting
Not specified.
Schedule
Full-time commonDaytime hours commonDeadlines possible
Employment type
Formal employment possible
Earnings
Entry level
KES 50,000 – 120,000
Mid level
KES 120,000 – 250,000
Entry-level typical range (illustrative): KES 50,000 – 120,000 | Mid-level typical range (illustrative): KES 120,000 – 250,000 | Senior/experienced typical range (illustrative): KES 250,000+ | Earnings vary by employer (public/private), location, allowances, commissions, overtime, risk factors, and scarcity of skills
How to become one
Complete a degree in the relevant discipline, undertake internships or graduate programmes and meet any professional registration or licensing requirements.
Career progression
- Entry/Intern → Junior Practitioner → Mid-level → Senior Specialist
- Senior Specialist → Team Lead/Principal → Manager/Head of Unit (where applicable)
- Some pathways include consultancy, research, training, or policy roles
Related occupations
- Other occupations within the same KeSCO major group
- Support roles in the same sector/industry
- Supervisory roles related to this occupation’s work area
- Specialist variants of the same occupation (where they exist)
Occupation titles
2431-11 — Advertising Specialist
Advertising Specialist is responsible for creates and executes advertising campaigns on behalf of their company or client; develops creative concepts, write copy, design graphics, etc; liaise between advertising and marketing teams and external clients within their area of professional practice.
2431-13 — Market research analyst
Market Research Analyst is responsible for research, compile, and analyze information on products and market conditions to identify potential new markets, sales opportunities, and the most effective methods of marketing specified products within their area of professional practice.
2431-12 — Marketing Specialist
Marketing Specialist is responsible for develops marketing materials for websites and other marketing platforms, and liaises with sales teams and other departments to implement various internal and external communications for the company within their area of professional practice.