Who are you in Digital marketing? Jobs, roles, and objectives

I already mentioned that 20 years ago there was no digital marketing professional area at all. I was just a marketing specialist who was responsible for the corporate website creation, fulfillment, and promotion. 

Now I am curious about how many specializations and different roles are in the digital marketing area. I will try to identify different professional areas because the same position usually has many different titles. 

Digital marketing  positions, job descriptions, and titles

Copywriter

Job description and responsibilities

Content is king. That is why a person who writes content is very important. It is a content manager’s responsibility to produce a variety of media such as blog posts, videos, newsletters, and website pages. Writers should present information about the company’s product or service catching the targeted audience. So, content managers should know who they are writing content for. In general, they should create the right message and deliver it through appropriate channels to the right people.

Job titles

  • Copywriter
  • Content Marketing Manager
  • Content creator
  • Content editor
  • Content marketing producer
  • Content marketing executive

Unfortunately, a content writer is not able to know everything.  A content marketing manager could be an expert in a certain field he or she is writing about. But sometimes a copywriter needs a guideline to write a decent article. A content strategist should help in this situation.

Content strategist

Job description and responsibilities

Such a specialist is responsible for a content plan or editorial calendar creation, fulfillment, and control. This role requires deep knowledge of the project’s subject. A content strategist should make articles outlines if needed and supervise the job of copywriters. Marketing specialist in this position oversees content requirements and make a content strategy for a project, conduct content audits and gap analysis. Usually, a content strategist works very effective;y in a pair with an SEO specialist

Job titles

  • Content Strategist
  • Content Team Lead
  • Content marketing director
  • Content Marketing Officer

SEO Specialist

Job description and responsibilities

An SEO (Search Engine Optimization) specialist is responsible for internal and external website optimization for search engines. This professional conducts a keywords research for content, optimize pages for search engines, build internal and external links, etc. In general, the SEO marketing manager is responsible for organic traffic from search engines.

Job titles

  • SEO specialist
  • SEM specialist
  • SEO strategist
  • SEO Analyst
  • SEO marketing manager
  • SEO executive
  • Growth marketing specialist
  • Inbound marketing manager
  • Link Builder
  • Outreacher

Graphic Designer

Job description and responsibilities

Marketing designer deals with graphic content creation from simple pictures to advanced infographics and promotion materials. Moreover, sometimes any company needs to create o change its website, prototype UX and much more.

Job titles

  • Creative Designer
  • Graphic designer
  • Marketing designer
  • Motion Designer

PPC specialist

Job description and responsibilities

In general, a Pay-per-Click manager is responsible for creating and managing PPC campaigns in chosen PPC networks such as Google Ads, Bing Ads, etc.

Job Titles

  • PPC account executive
  • PPC account manager
  • PPC analyst
  • PPC executive
  • PPC manager
  • Digital marketing manager
  • Paid search manager
  • Paid Search Analyst

User Acquisition Specialist

Job description and responsibilities

User Acquisition Specialists have very similar responsibilities as a PPC specialist but they are much greater. User Acquisition specialist is responsible for planning, managing and executing performance-based user acquisition across various advertising channels such as PPC, Display media, Facebook, Linkedin, Twitter, etc. UA manager should be able to conduct A/B testing and LTV analysis.

Job Titles

  • User Acquisition Specialist
  • Paid Acquisition Specialist
  • Mobile Acquisition Specialist
  • Lead acquisition specialist
  • Media Buyer
  • Traffic Manager
  • Mobile traffic Manager

Social Media Marketer

Job description and responsibilities

Main responsibilities of SMM manager: support company pages on social networks such as LinkedIn, Facebook, Twitter, and communicate with current and prospective clients via social media channels.

Job Titles

  • Social Media Marketer
  • SMM Specialist
  • Digital media professional
  • Social-media marketing manager
  • Facebook Marketer
  • YouTube Marketing executive
  • Chief Listening Officer

Officer Chief Listening is a relatively new specialization in digital marketing. The main goal of the  CLO is to “listen” customers: monitor all communication about brand and products, read the reviews and identify the relations towards the brand or products. CLO is responsible for a strategy to improve and maintain a positive brand view.  

PR and Communication manager

Job description and responsibilities

I am not sure there is a reason to separate PR and communication into a different category. Usually, a single specialist works with internal and external social networks, forums, blogs, press-release distribution services, and websites. But for the last few years, many traditional marketing specializations went online, and now there are many separate positions for such kind of job with prefix “online”.

Job Titles

  • Online PR Manager
  • Crowd marketer
  • Community manager 
  • Specialist in multimedia communications
  • Digital communications specialist
  • Online reputation specialist
  • Account manager
  • Digital Brand Manager
  • CRM Specialist

Email marketer 

Job description and responsibilities

An email marketing manager should deliver promotion messages to targeted audiences via email campaigns. Such a professional is responsible for email database, creating, support, and fulfillment as well.

Job Titles 

  • Campaign manager
  • Email developer
  • Email marketer
  • CRM Specialist
  • Marketing automation specialist

Marketing automation specialist is responsible for software and services implementation to automate the different marketing processes within various marketing channels like email, chat, social media, landing pages, etc. An automation specialist takes part in lead generation activities, testing, data analysis, and reporting, etc. 

Many companies are looking for an experienced marketing automation specialist to work with their CRM, to manage tier email databases and send email campaigns. Several responsibilities could be very similar to the same ones for a Marketing analyst and a Growth Hacker. 

Marketing Analyst

Job description and responsibilities

Marketing analyst is responsible for monitoring, gathering, and analyzing information about the market: clients, competitors; identify movements and trends in the industry; conducting different kinds of researchers; monitor and report the campaigns and overall marketing performance.

 Job Titles

  • Marketing analyst
  • Marketing researcher
  • Data analyst
  • Data Scientist
  • Product research analyst
  • Web Analyst

Product marketing manager

Job description and responsibilities

Usually, product managers have several marketing responsibilities such as creating a product marketing strategy. This person works together with marketing manager, sales and support teams

Actually, the product marketing manager role is the same as the marketing manager (Head за Marketing, CMO) but deals with one product or a product line.

Here is the difference between the Product Manager and the Product Marketing Manager. Sometimes one person can be responsible for both roles.   

Job Titles

  • Product marketing manager
  • Solutions marketing manager
  • Product manager
  • Product Owner

Partnership manager

Job description and responsibilities

Such a specialist is looking for opportunities for cooperation with other companies or individuals. Partnership manager should establish, support and enhance initially beneficial relationships with other business entities and individuals

Job Titles

  • Partnership manager
  • Affiliate manager
  • Outreach manager
  • Account manager
  • Influencer Marketing manager

An influencer marketing manager is responsible for relationships with different kinds of influencers. Usually, influencers are popular Youtube or Instagram personalities who are able to distribute a brand’s message to their large audiences.

Mobile marketing

Job description and responsibilities

It makes sense to separate digital marketing positions that work on the mobile market. Mobile marketing is very similar to the regular one. Mobile marketing professionals advertise goods, services, and brands via mobile digital devices like cell phones, smartphones, and tablets. 

Job Titles

  • Mobile Marketing Manager
  • Mobile traffic acquisition specialist
  • ASO specialist
  • Mobile traffic analyst

Managerial positions

Job description and responsibilities

The head of the marketing department or marketing unit is responsible for the unit short and long-term marketing strategies, marketing objectives, and activities, management of employees in the marketing department or the unit.

Job Titles

  • Head of Marketing
  • Marketing Director
  • Marketing coordinator
  • Marketing manager
  • Chief Marketing Officer
  • Marketing Strategist
  • Marketing Project Manager
  • Marketing Team Lead

Here are the differences between CMO and Head of marketing positions.

Actual and prospective digital marketing positions

Growth Marketer

Job description and responsibilities

A growth marketer (or hacker) is a professional who is responsible for researching, finding and implementing different ways to increase company traffic and sales via digital channels. Such a specialist usually has good expertise in different digital marketing facets such as SEO, PPC, Email marketing, etc.

Job Titles

  • Growth marketing specialist
  • Growth hacker

Conversion Rate Optimization (CRO) Specialist

Job description and responsibilities

The main goals of such a specialist are implementing, monitoring and improving different effectiveness metrics such as conversion rate, ROI, behavioral metrics and many others. CRO manager should continuously monitor corporate website traffic and its characteristics, conduct A / B testing, observe user behavior and performance. 

Job Titles

  • CRO Manager
  • Conversion Rate Optimization Specialist

Video Marketing specialist

Job description and responsibilities

Now the video is one of the main promotion channels. Video marketing manager is responsible for video creation, edition, and promotion via appropriate channels such as YouTube, Instagram, etc.

There is one more field for digital marketing: life-streaming video marketing.

Chatbot specialist

Job description and responsibilities

Now chatbots become a significant part of digital marketing. Chatbots is a kind of artificial intelligence technology that uses instant messaging for real-time chatting with customers. A specialist who knows how to implement such a technology on a website could be highly demanded on the job market. Probably such specialization could be transformed into a much broader Digital Interaction Automation specialist position that will include voice search and much more. 

Conclusion

Now digital marketing is a huge area with the growing demand for experienced specialists in different fields. Anyone, who decided to work in digital marketing, can make a choice from dozens of interesting professions. 

A modern marketing specialist should be able to work in every facet of digital marketing.

Here is a popular Neil Patel video: “How Digital Marketing Will Change in 2019”. In this video Neil Patel provide several useful tips to succeed in modern digital marketing.

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