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Key Responsibilities and Required Skills for Creative Marketing Specialist

💰 $55,000 - $95,000

marketingcreativedigital-marketing

🎯 Role Definition

The Creative Marketing Specialist develops and executes integrated marketing campaigns that combine brand storytelling, digital performance, and creative production to drive awareness, demand, and measurable conversion. This role blends strategic planning, creative concepting, content creation, channel optimization (SEO, social, paid media, email), and analytics to deliver both brand equity and direct response outcomes.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator or Marketing Assistant
  • Social Media Coordinator or Content Writer
  • Junior Designer or Production Coordinator

Advancement To:

  • Senior Creative Marketing Specialist
  • Marketing Manager / Growth Marketing Manager
  • Brand Manager or Integrated Marketing Manager

Lateral Moves:

  • Content Strategist
  • Digital Advertising Specialist
  • Product Marketing Specialist

Core Responsibilities

Primary Functions

  • Plan, develop and execute integrated marketing campaigns (brand, product, and acquisition) end-to-end, including strategy, creative briefs, channel selection, budget allocation, execution timelines, and post-campaign analysis.
  • Write, edit, and optimize compelling copy and creative concepts for ads, landing pages, email flows, social posts, blogs, and long-form content that align with brand voice and conversion objectives.
  • Manage the content calendar and production schedule across owned channels, coordinating copywriters, designers, videographers, and external agencies to deliver high-quality assets on deadline.
  • Lead creative brief development and ideation sessions with cross-functional teams to translate marketing objectives into clear creative direction and measurable creative deliverables.
  • Execute day-to-day social media strategy: content creation, community engagement, calendar management, paid social campaigns, influencer coordination, and performance optimization.
  • Create, manage and optimize paid media campaigns across Google Ads, Facebook/Instagram, LinkedIn, YouTube and programmatic platforms — including audience targeting, bidding strategies, creative tests, and budget pacing.
  • Own on-page and technical SEO initiatives: keyword research, content optimization, metadata updates, internal linking, and collaboration with developers to improve organic visibility and traffic.
  • Design and run email and lifecycle marketing programs (acquisition, retention, re-engagement) using segmentation, personalization, automated flows, and A/B tests to improve open, click and conversion rates.
  • Use analytics tools (Google Analytics/GA4, Looker/BigQuery, Tableau) to translate data into actionable insights: report on CAC, LTV, conversion funnels, channel ROI, and campaign attribution.
  • Set up and analyze A/B and multivariate tests for landing pages, creative variants, and email subject lines to optimize conversion rates and reduce funnel friction.
  • Develop audience segmentation and targeting strategies using CRM systems (HubSpot, Salesforce) and CDPs to deliver personalized campaigns and measure impact across cohorts.
  • Collaborate with product, sales, and customer success to align marketing messaging with product launches, feature updates, and go-to-market plans.
  • Oversee production of visual and video assets, providing creative direction, script notes, shot lists, and feedback to internal designers or agency partners to ensure on-brand execution.
  • Manage vendor and agency relationships, negotiate scopes of work, and ensure deliverables meet quality standards, timelines, and KPIs.
  • Drive brand consistency by maintaining and evolving brand guidelines, tone of voice documents, and creative templates across campaigns and channels.
  • Implement and maintain tagging and tracking (UTMs, GTM) to ensure accurate performance measurement and clean data for reporting and attribution models.
  • Prepare weekly and monthly performance decks and executive summaries, highlighting trends, wins, learnings, and recommended optimizations to stakeholders.
  • Monitor competitive activity, industry trends, and cultural moments to inform content ideas, creative experiments, and tactical opportunities for growth.
  • Manage campaign budgets and forecasts, track actuals vs. plan, and reallocate spend to maximize ROI and meet acquisition/engagement targets.
  • Support product launches and events with 360-degree marketing support: landing pages, PR coordination, social teasers, paid amplification, and post-event follow-up.
  • Mentor junior marketers and freelancers on campaign processes, creative standards, and analytics best practices to uplift team performance and output quality.
  • Ensure compliance with privacy regulations (GDPR, CCPA) and platform policies for data usage, ad creative, and consumer communications.

Secondary Functions

  • Support ad-hoc data requests and exploratory marketing analysis to answer business questions and inform tactical decisions.
  • Contribute to the organization's marketing data strategy and roadmap, including measurement frameworks and tagging standards.
  • Collaborate with business units to translate product and sales requirements into marketing initiatives and creative assets.
  • Participate in sprint planning, agile standups, and cross-functional ceremonies to align creative delivery with quarterly objectives.
  • Assist in developing reusable creative templates, playbooks, and onboarding materials for new campaign types and channels.
  • Conduct occasional market research, customer interviews, and voice-of-customer synthesis to inform persona updates and messaging frameworks.

Required Skills & Competencies

Hard Skills (Technical)

  • Integrated campaign planning and execution across paid, owned, and earned channels (SEO, social, email, display, search).
  • Performance marketing tools: Google Ads, Meta Ads Manager, LinkedIn Ads, and DSP basics.
  • SEO/SEM: keyword research, on-page optimization, technical SEO basics, and content optimization.
  • Email and marketing automation platforms: HubSpot, Klaviyo, Mailchimp or comparable ESPs.
  • Analytics and measurement: Google Analytics / GA4, Google Tag Manager, Looker Studio / Tableau, and basic SQL or BigQuery familiarity.
  • A/B testing platforms and CRO tools: Optimizely, VWO, Google Optimize or similar.
  • CRM and segmentation: Salesforce, HubSpot CRM, or comparable customer data platforms.
  • Content creation & creative tool proficiency: Adobe Creative Cloud (Photoshop, Illustrator, Premiere) or Figma for collaboration with designers.
  • Basic HTML/CSS familiarity to edit landing pages and email templates.
  • Tagging, UTM management, and campaign tracking implementation.
  • Project management tools: Asana, Trello, Jira, or Monday.com for campaign workflows.
  • Familiarity with influencer marketing platforms and outreach workflows.

Soft Skills

  • Strong creative storytelling and copywriting ability with attention to brand voice and conversion-focused messaging.
  • Data-driven mindset: ability to translate analytics into concrete creative and media optimizations.
  • Cross-functional collaboration and stakeholder management to align creative, product, and sales priorities.
  • Time management, organization, and the ability to manage multiple campaigns and deadlines.
  • Adaptability and curiosity to experiment with new channels, formats, and technologies.
  • Critical thinking and problem-solving to diagnose performance issues and recommend fixes.
  • Clear verbal and written communication for presenting results and influencing decision-makers.
  • Attention to detail for quality control of creative assets and campaign setups.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Advertising, Journalism, Business, or related field.

Preferred Education:

  • Bachelor’s degree plus a professional certificate (e.g., Google Ads, HubSpot, Google Analytics) or a Master’s in Marketing/Communications.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Advertising
  • Graphic Design
  • Business Administration

Experience Requirements

Typical Experience Range:

  • 2 to 5 years of hands-on experience in marketing, with exposure to digital channels, creative production, and analytics.

Preferred:

  • 3 to 7 years of relevant experience with a portfolio of integrated campaigns, demonstrable performance improvements (CTR, conversion rate, CAC reduction), and experience managing paid media budgets and creative teams.

  • Demonstrated success in both brand and performance marketing, including examples of A/B tests, SEO wins, email automation flows, and creative assets that drove measurable outcomes.

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