The Director for Marketing and Innovation Department plans, directs, or coordinates marketing policies and programs, such as determining the demand for products and services offered by a firm and its competitors, and identify potential customers. S/he develops pricing strategies with the goal of maximizing the firm's profits or share of the market while ensuring the firm's customers are satisfied. S/he oversees product development or monitor trends that indicate the need for new products and services. S/he coordinates the innovation processes of the company in the areas of product development, process improvement and application of technology for innovation.