Digital Marketing

Digital Broadcast/Webcast/Podcast/Producer

Digital Broadcast Producers oversee the production of a programming segment, promotions, or an entire show. They may specialize in promotions, news, programming, or other segments. Most producers start their careers at small/local TV or radio stations and then move to larger stations in major markets as they advance. (AA, BA/BS, 2+ yrs. Exp.)

Digital Broadcast Engineer

Digital Broadcast Engineers work primarily in television and radio and are responsible for installing, maintaining, and operating all broadcast-related equipment. They work on network and storage infrastructure, Internet-protocol networking/multicasting, streaming media protocols, and transmission encoding/decoding systems. (BA/BS, 2 yrs. Exp.)

Digital Broadcast Traffic Specialist

Digital Broadcast Traffic Specialists coordinate the broadcasting station’s social media efforts, engage audiences, interact with communities, and increase brand funnel online metrics. Individuals in This position work with the web-producing team and the digital content manager to develop and implement social media strategies for the station’s social media pages. They have an in-depth knowledge of traffic/sales support in the broadcasting industry, such as television, radio, or cable. (BA/BS, 0-3 yr. Exp.)

Digital Broadcast/Media Specialist/Coordinator

Digital Broadcast Coordinators begin their careers in pre-production, setting up the production office, and organizing equipment, supplies, and staff. They may coordinate travel and accommodations, arrange work permits and visas for cast and crew, and distribute recording schedules, cast lists, and scripts. (BA/BS, Specialist 2+ yrs., Coordinator 1+ yr. Exp.)

Digital Marketing Director

A Digital Marketing Director leads the development and implementation of marketing and digital campaigns that promote the company and its products or services in alignment with the firm’s business strategies. They oversee all marketing campaigns and external agency/research partners and ensure a consistent and compelling brand presence across all digital channels. Digital Marketing Directors play a crucial role in enhancing key brand funnel metrics and driving success within the digital space, including website traffic, engaging customers, and growing online audiences. They work closely with other key company leaders to help steer the company, grow revenue, and manage risks. (BA/BS, MBA/MS, 8+ yrs. Exp.)

Digital Account Manager

A Digital Account Manager works closely with the Digital Marketing Director to plan, develop, and manage a company’s digital marketing strategies and tactics to improve their presence and achieve their goals. They also help build and manage relationships with existing agency/research partners to promote the company’s products or services. (BA/BS, 5+ yrs. Exp.)

Digital Marketing Strategist

A Digital Marketing Strategist develops solutions based on consumer insights and data analytics to meet business objectives. They identify trends and technologies that help the firm drive digital campaign success through cross-functional collaboration, campaign design, and seamless digital integration. They execute, monitor, and report on campaign-specific results, including online and in-store metrics, and implement initiatives to connect with current and potential consumers and increase brand presence. These individuals do not typically analyze data but support the Manager/Director, who interacts with the Analytics team to monitor and improve the KPIs. (BA/BS, 4+ yrs. Exp.)

Note: Strategist and Specialist roles relate to similar careers. Strategists focus more on insights to drive the firm forward and develop the marketing/media/creative strategy, while Specialists focus on day-to-day activities. Strategy roles require more experience and breadth of knowledge across the digital domain.

Digital Marketing Senior Analyst

The Digital Marketing Senior Analyst role entails utilizing data analysis and predictive analytics, optimizing ROI, and communicating findings through data visualization. Responsibilities include promoting a data-driven marketing strategy, tracking and analyzing digital data across various platforms, conducting analytics, and possibly supporting clients. They collaborate with media buyers to conduct competitive analysis, design and run online campaigns, and provide insights aligned with marketing objectives. (BA/BS, 3+ yrs. Exp.)

Digital Analytics and Insights Coordinator

A Digital Analytics and Insight Coordinator collects, cleans, gathers, and analyzes internal and external digital data to drive insights and provide recommendations to optimize digital activity. They may monitor website performance and competitor trends and prepare briefings. (BA/BS, 0-3 yrs. Exp.)

Digital Marketing Assistant

A Digital Marketing Assistant performs administrative and daily activities, conducts market research, updates databases, works with different teams, and writes content for the firm’s social media website. (Certification, BA/BS, 0-3 yrs. Exp.)

Ecommerce Director

An Ecommerce Director works with internal and external stakeholders to develop and implement the firm’s strategic and tactical ecommerce goals and plans. The role entails understanding customer behavior, data analytics, and content development to oversee KPIs and evaluate customer and firm strategies. They are responsible for managing digital marketing channels across Pay-Per-Click (PPC), SEO, display, email marketing, social media, and other forms of digital marketing to drive growth. (BS, MBA/MS, 8+ yrs. Exp.)

Ecommerce Associate/Specialist

An Ecommerce Associate/Specialist is an expert in online sales strategies and various platforms for conducting digital sales or conversions on a website. They oversee website development and ecommerce activities, collect and develop content, and ensure that the ecommerce messages and goals align with the company’s goals. Examples are monitoring and analyzing customer path analysis, shopping cart abandonment, and customer lifetime value. (BA/BS, MS, 3+ yrs. Exp.)

Ecommerce Analyst

An Ecommerce Analyst is responsible for analyzing online retail sales data for a business. They create, implement, and automate ecommerce dashboards/reporting tools and determine, measure, and analyze the Key Performance Indicators (KPIs) across digital activities. (BA/BS, MS, 2+ yrs. Exp.)

MOBILE MARKETING

Note: Most companies, especially larger ones, focus on omnichannel marketing, and therefore, mobile marketing roles are integrated into omnichannel approaches. Mobile marketing jobs are becoming less common and exist more in smaller firms and agencies than in larger ones, as larger firms focus on omnichannel approaches.

Mobile Media Buyer

A Mobile Media Buyer works closely with designers and the user acquisition team to coordinate and execute mobile media campaigns. They evaluate various metrics to optimize mobile activities, help manage mobile marketing budgets, and monitor, measure, and report campaign performances. (BA/BS, 3+ yrs. Exp.)

Mobile Marketing Analyst

A Mobile Marketing Analyst collaborates with various teams to capture and analyze data from mobile marketing and applications to enhance mobile campaigns, optimize user experience, and drive growth, such as App downloads and usage or Push/SMS activities. They understand mobile user behavior and preferences, manage the mobile marketing calendar, facilitate cross-channel communications, and oversee project workflow, from creative briefs to campaign scheduling. (BA/BS, 2+ yrs. Exp.)

Website Project Manager

A Website Project Manager oversees and monitors website and mobile app development, including user experience, user interface, information architecture, content, and design. They define and develop project scope, solutions, budget plans, and timelines. (BA/BS, 5+ yrs. Exp.)

Web Content Manager

A Web Content Manager leads a team of content producers to curate and develop content for a website. They oversee the website content and keep track of website traffic statistics and search engine rankings. (AA, BA/BS, 3+ yrs. Exp.)

Web Content Specialist/Strategist

Web Content Specialists/Strategists are responsible for preparing copy and editing content for digital channels such as websites and social media. They take the requirements and implement them in the digital space. This position may also include corralling across departmental teams and reaching out to customers and target groups to identify and develop content that would resonate with specific audiences. Specialist and strategist are two different roles and career paths. See the note on Digital Marketing Strategist. (AA, BA/BS or Certification, Specialist: 1+ yrs. Exp., Strategist: 3+ yrs. Exp.)

Web Developer/Designer/Producer

A Web Designer develops websites, application modules, image templates, and page templates. They create web models and prototypes and design, build, and maintain websites using scripting languages and are proficient in various web development tools and programming languages. (AA, BA/BS, 2+ yrs. Exp.)

Online Community Manager

An Online Community Manager maintains online communities on social platforms, develops and implements social media and communication campaigns that align with community goals and brand strategies. They respond to user comments and customer queries and launch community initiatives such as building an online forum and preparing newsletters. (BA/BS, 1+ yrs. Exp.)

Webmaster/Web Developer Specialist Webmaster/Web Developer Specialists develop and test websites across browsers, operating systems, and devices. They monitor online traffic and conversions and ensure the functionality and efficiency of websites. (AA, BA/BS, 1+ yrs. Exp.)

Email Marketing Manager

Email Marketing Managers oversee the design, development, and maintenance of the firm’s email marketing strategy. They create email campaigns to promote the firm’s offerings. They use marketing automation tools to deliver targeted, personalized email campaigns across various customer segments. The role involves determining the target audience and devising and launching email campaigns to create buzz, generate leads for the business, or inform customers about new deals and offers. Individuals in this role are expected to be familiar with customer segmentation methods and data analysis and may oversee SMS marketing, which entails similar responsibilities. (BA/BS, 3+ yrs. Exp.)

CRM Manager

CRM Managers focus on customer loyalty and retention marketing strategies and handle sales and client relationships using Customer Relationship Management (CRM) systems. They develop goals that drive sales growth, improve customer retention, generate ideas for email marketing campaigns, and oversee new customer program development and execution. (BA/BS, 3 yrs. Exp.)

Email/SMS Marketing Specialist/Analyst

An Email/SMS Marketing Specialist/Analyst supports the Email Marketing Manager. They review and understand regulatory requirements, identify vendors, and keep up with the latest technological advancements and industry trends. They are responsible for designing, implementing, and improving email/SMS campaigns, developing calendars/timelines, and coordinating the delivery process with business partners and vendors. They also assist in developing email lists, analyzing email campaigns, preparing reports, and ensuring compliance with laws in target markets. The tasks listed here may be completed by one person or several individuals. (AA, BA/BS, 1+ yrs. Exp.)

Note: Jobs in this category may be related to other categories within Digital Marketing. Typically, managerial and specialist/ analyst roles regarding Search Engine Optimization (SEO), Search Engine Marketing (SEM) fall under different teams and require different skill sets. They are listed together here due to space limitations, but readers are encouraged to study the career paths further.

Paid Search Marketing Associate/Manager/Negotiator

The Paid Search Marketing Associate Manager/Negotiator develops and executes strategies that translate the overall digital strategy into daily tactical execution to drive traffic to a website or specific pages. They build a digital analytics ecosystem that generates actionable insights within the marketing/media plan. Their responsibilities also include enhancing a company’s search engine visibility through organic and paid web marketing channels, including SEO, SEM, and PPC. They collaborate with various teams for content creation and optimization, traffic monitoring and analysis, and optimizing campaign performance. They collaborate with strategy planning specialists, activation lead professionals, market researchers, vendors, and other cross-functional teams to develop and execute plans, collect and analyze data, prepare reports, and optimize actions. (BA/BS, 4+ yrs. Exp.)

Paid Media Specialist

A Paid Media Specialist handles the day-to-day activities related to paid digital marketing campaigns, including paid search, display, and social advertising in both B2B and B2C domains. They handle website optimization and create, modify, and expand the firm/brand’s digital presence with effective digital strategies. They possess marketing acumen to design user experience, seeking to increase conversions and sales lead generation. They also craft compelling landing pages for various purposes, such as product launches. (BA/BS, 3+ yrs. Exp.)

Search Engine Optimization (SEO)/Paid Search Analyst

SEO/Paid Search Analysts bring analytical rigor to decision-making by managing paid search campaigns, analyzing web traffic, and evaluating digital KPIs. They research and analyze keywords, ratings, and traffic reports to identify areas for improvement. They offer recommendations to optimize Web pages and increase website traffic through keyword and bid analysis, organic SEO platforms, paid search campaigns, link building, and content creation. These analysts identify trends and keywords, optimize PPC strategies, and provide actionable insights for optimizing marketing expenditure. They monitor PPC campaigns, design and execute A/B tests and experiments, search creative, and use statistical analysis to identify trends, make predictions, and guide business strategy and tactics. (BA/BS, 2+ yrs. Exp.)

Content Marketing Director/Manager

Content Marketing Directors/Managers plan, develop, and implement the firm’s content strategy to engage and grow viewers and subscribers. They manage and produce digital and traditional marketing content, e-books, whitepapers, newsletters, infographics, guides, social media, websites, and blogs. (AA, BA/BS, 8+ yrs. Exp.)

Digital Marketing Content Creator/Specialist/ Associate, which may be Inbound, Outbound, or Both

A Digital Content Creator/Specialist collaborates with communications and research specialists to produce and create engaging digital content across different campaigns. They manage and execute multi-channel campaigns that leverage various strategies to drive engagement and key funnel metrics. They use analytics to identify and develop engaging content for inbound or outbound marketing activities. (BA/BS, 2+ yrs. Exp.)

Content Strategy Specialist/Creator

A Content Strategy Specialist/Creator creates and maintains online content that appeals to customers. They design a firm’s content and related strategies based on overall business goals and guidance from web data analysts, in order to craft content that is compelling for users while they are also SEO-friendly—having the attributes to appear among the top pages returned by search engines. These creative professionals oversee content requirements and creation, conduct content audits and qualitative analysis, and create deliverables throughout the project lifecycle. They also monitor analytics to evaluate content regarding outreach and engagement and focus on designing and enhancing user experience to boost conversions and accomplish KPI goals. The individual may work with teams who specialize in specific areas, such as graphics/videos, to design visual content. The role can be in B2B or B2C. (BA/BS, 3+ yrs. Exp.)

Display Marketing/Advertising Director

A Display Marketing Director oversees campaigns that rely on display marketing and paid online social media platforms. They often have a background in copywriting, creative development, data analytics, and strategy. Their teams develop campaigns, test alternative display campaigns, and optimize them to improve performance. (BA/BS, 8+ yrs. Exp.)

Display and Programmatic Specialist

Display and Programmatic Specialists set up campaigns, optimize programmatic media campaigns, troubleshoot issues, evaluate performances, and provide recommendations. They are knowledgeable about the digital media industry and multiple programmatic platforms, which enables them to deliver actionable insights from data and incorporate them into the creative content. (BA/BS, 3+ yrs. Exp.)

Digital Designer

Digital Designers own the entire design process from ideation to launch. They may design creative visuals for websites, computer games, or special effects for movies in various industries. They are proficient in a broad scope of multimedia applications and work with writers and clients to produce compelling creatives. (BA/BS, MS/MA, 1+ yrs. Exp.)

Social Media Marketing Director

Social Media Marketing Directors establish and guide the firm’s social media presence. They develop the overall strategic and tactical plans in concert with the broader planning team, overseeing the optimization of digital campaigns for paid and organic user acquisition across various social media platforms. They develop and execute strategies for improved performance and customer acquisition and retention. Knowledge of all social platforms and understanding buying and reporting within platforms at this level is essential for quality assurance and employee training. (BA/BS, MS, 5+ yrs. Exp.)

Social Media Content Manager

Social Media Content Managers develop content that is engaging, inclusive, creative, and devoted to customers. They plan and prepare content that entices consumer interest in brands, products, and services. They work with art directors, sales teams, finance staff, and social media analysts to develop engaging content strategies for social media. (BA/BS, 3+ yrs. Exp.)

Social Media Analyst

A Social Media Analyst integrates social media and other digital data to develop insights into the firm’s presence on social media platforms. They have strong analytical skills and collect, clean, and analyze digital data for a timely response to issues and concerns that may affect a company’s social media image. (BA/BS, 2+ yrs. Exp.)

Social Media Coordinator

Social Media Coordinators operationalize a company’s strategy by maintaining a robust social media presence, increasing web traffic, and improving customer engagement metrics. They are often tech-savvy individuals who communicate with clients and promote the company’s brand through various social media channels. (BA/BS, 1+ yrs. Exp.)

Affiliate Marketing Manager/Director

An Affiliate Marketing Manager handles business relationships between the firm and its marketing affiliates –those who earn a commission by promoting a product or service made by another company or advertiser. These managers design and execute strategies and tactics to enhance partnerships with affiliate sites to drive traffic. They have strong negotiation skills and must optimize partnership relationships in order to achieve set goals. (BA/BS, MS, 6+ yrs. Exp.)

Affiliate Marketing Editor

Affiliate Marketing Editors develop and tailor content for various audiences and platforms. They use data-driven insights to understand how different consumers react to various content and how online users discover new products. These editors have a combination of editorial and analytical skills and are knowledgeable about social media platforms and best practices. (BA/BS, 3+ yrs. Exp.)

Affiliate Marketing Specialist/Analyst

An Affiliate Marketing Specialist/Analyst develops affiliate partnerships, implements programs, and optimizes activities to improve traffic and outcomes. They maintain affiliate databases, monitor firm expenditures, execute strategic marketing initiatives, and benchmark them against the industry. (BA/BS, 1-3 yrs. Exp.)

Influencer Partnership/Marketing Manager

Influencer Marketing Managers oversee the end-to-end operations of a brand’s influencer marketing campaigns. They build a team of influencer partners for the brand, manage communications, and coordinate with internal and external teams to maximize the impact of influencer campaigns. They work with content developers to produce deliverable content and influence target audiences. (BA/BS, 2+ yrs. Exp.)

Influencer Marketing Specialist/Associate/ Coordinator/Assistant

Influencer Marketing Specialists focus on influential people and opinion leaders who can impact large groups of potential buyers. These specialists execute influencer marketing projects across diverse channels. They also manage and create content for various social media outlets. (BA/BS, 0-2 yrs. Exp.)