Architecture: it’s not just glue gun burns and x-refs anymore. In an industry known for playing canary in the employment coalmine, architecture is once again experiencing a hiring boom. Additionally, thanks to changes in technology, both in design software and in the more general way people communicate online, several fields have either newly appeared or considerably expanded in architecturally-related work. In this series, we’ll be spotlighting specific new careers within architecture, including a basic description, the ideal background you should have for this position, any particular software/tools you should master, and the most likely regions where you can find this type of work based on Archinect's job board.

Blame starchitecture, the rise of social media, or maybe just the evergreen reality of the 24-hour news cycle: architecture is no longer free from the taint (or glow, depending on your perspective) of publicity. Marketing Coordinators, whether junior, mid-level, or senior, are now in demand at a variety of small to large-size firmsFirms that would have ordinarily pooh-poohed the notion of ever promoting themselves openly now are turning toward a professional class of marketers who specialize in promoting architecture. Long contained within the hazily defined realm of “business development,” the role of architectural marketing coordinator has become distinct as more communication occurs regularly in public forums, not just in the press, but in informal online spaces. Marketing Coordinators, whether junior, mid-level, or senior, are now in demand at a variety of small to large-size firms. Primarily, they’re responsible for getting out the word about the firm to various publications, lecture series and other media in the form of press packages. They’re also usually responsible for maintaining the company website and social media presence (if the firm should deign to tweet). Some firms hire outside PR firms for this task, although frequently the role of marketer is seen as being a direct extension of the firm’s culture. The marketing coordinator is therefore often retained on the premises, even if only in a part-time capacity.

IDEAL BACKGROUND: Although a degree in communications certainly wouldn’t hurt, a blend of real-world marketing experience, journalism/PR work, and (ideally) a basic love of design is an excellent foundation for a marketing coordinator.

TYPICAL TASKS: Essentially, the marketing coordinator acts as a bridge between the non-architectural world of angle-obsessed editorial boards and the architects themselves. Being fluent in both the parlance of the outside world and the tight-knit design community is essential. Being fluent in both the parlance of the outside world and the tight-knit design community is essentialAccording to our anonymous survey of working professionals, marketing coordinators must be able to balance what architects think is their strongest work with what the market will actually bear, a fraught political task that can result in hurt feelings if not executed diplomatically. Technical knowledge of architectural terms is strongly encouraged, although not mandatory. The more a marketing coordinator understands about individual design elements and how they work together, the better. However, an understanding of what clients are seeking is perhaps more important, hence the background in business. Having a marketing coordinator who is able to drum up new projects based on a gorgeously presented (and meticulously targeted) portfolio of work is far preferable to one who nails egress descriptions but can’t relate effectively with the outside world. Depending on their level of seniority, they will be expected to manage photo shoots and potentially attend events as representatives of the firm.

SOFTWARE KNOWLEDGE NEEDED: The Adobe Creative Suite (InDesign, Photoshop, Illustrator, etc.), MS Office, and an up-to-date knowledge of/facility with current website content management systems and social media programs (Twitter, Facebook, Instagram, whatever).

REGION: International, On Call 24/7 for Global Press Coverage

TYPICAL HIRING FIRM PROFILE: 10+ to 250+ and beyond.

OF NOTE: Some marketing coordinators may actually work only with other marketing coordinators as part of an architecturally-focused marketing agency. Design Agency Co., an architectural marketing company with offices in San Francisco and Los Angeles, helps architectural firms develop, articulate, and launch press campaigns. In this case, the company is composed of marketing coordinators who specialize in crafting architectural press releases, company descriptions, fact sheets, and conceiving of and launching more nuanced campaigns.

For up-to-the-minute job listings, please visit Archinect's job board, and keep an eye out for future installments of the "EMPLOY(ED)" series. We'll be exploring all aspects of employment, from managerial concerns to portfolio tips to the day-to-day studio culture of some of the world's largest firms.