Key Responsibilities and Required Skills for Digital Marketer

🎯 Role Definition

A Digital Marketer is responsible for planning, executing, measuring and optimizing multi-channel online marketing campaigns that drive customer acquisition, engagement and retention. This role combines data-driven performance marketing (PPC, paid social), organic acquisition (SEO, content marketing), and marketing automation (email, lead nurturing) with cross-functional collaboration across product, design and sales to meet KPIs such as traffic, conversions, MQLs and ROI.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Coordinator or Marketing Assistant with hands-on campaign experience
Social Media Specialist or Content Creator with demonstrable growth metrics
PPC/SEM Specialist or SEO Specialist transitioning into full-funnel responsibilities

Advancement To:

Senior Digital Marketer / Senior Growth Marketer
Digital Marketing Manager or Performance Marketing Manager
Head of Growth / Director of Marketing

Lateral Moves:

Product Marketing Manager
Content Strategy or Content Marketing Lead
Customer Lifecycle / Retention Marketing Manager

Core Responsibilities

Primary Functions

Own the end-to-end digital marketing strategy across paid, organic and owned channels, creating integrated plans that align with company growth targets, quarterly OKRs and customer acquisition cost (CAC) objectives.
Plan, build and optimize paid acquisition campaigns across Google Ads (Search, Display, Video), Microsoft Ads and major social platforms (Facebook/Meta, Instagram, LinkedIn, X/Twitter, TikTok) to maximize leads, sales and return on ad spend (ROAS).
Conduct comprehensive keyword research, competitive analysis and content gap assessments to inform SEO strategy, improve organic rankings and capture high-intent search traffic.
Implement on-page, off-page and technical SEO improvements (site structure, schema, crawlability, Core Web Vitals) in partnership with engineering and product teams to increase organic visibility and reduce dependence on paid channels.
Develop and execute content marketing programs (blog posts, long-form guides, videos, landing pages) optimized for search intent, conversion and topical authority to drive sustainable organic growth.
Build and manage email marketing and marketing automation programs (segmentation, drip campaigns, re-engagement, cart abandonment) using HubSpot, Marketo, Klaviyo, Mailchimp or equivalent to nurture leads and increase LTV.
Set up, maintain and audit analytics and tracking infrastructure (Google Analytics 4, Google Tag Manager, server-side tagging) to ensure accurate attribution, funnel measurement and performance reporting.
Define, implement and iterate on conversion rate optimization (CRO) strategies — design experiments, run A/B tests using tools like Optimizely or VWO, analyze results and deploy landing page or funnel improvements to raise conversion rates.
Create and maintain detailed campaign tracking dashboards and weekly/monthly performance reports that synthesize acquisition cost, conversion metrics, channel ROAS, cohort retention and LTV to inform leadership decisions.
Own ad budget planning, pacing and allocation across channels, optimize bids and placements, and implement automated bidding strategies to achieve efficient scale while meeting CPA targets.
Manage relationships with external agencies, freelancers and platform reps to scale paid media, creative production and specialized SEO or analytics work, ensuring deliverables meet quality and timeline expectations.
Collaborate with design, product and content teams to produce high-converting creative assets, landing pages and user journeys, providing clear creative briefs and performance feedback to improve CTR and conversion.
Define audience strategies and build targeting segments (remarketing lists, lookalikes, custom audiences) that increase efficiency of spend and drive qualified traffic into the funnel.
Lead lead-scoring, MQL definition and handoff processes with sales to ensure efficient conversion from marketing-sourced leads to revenue, and to iterate on lead qualification criteria.
Execute lifecycle and retention campaigns (onboarding sequences, upsell/cross-sell, win-back) that improve activation, reduce churn and lift repeat purchase rates.
Perform ROI-driven optimizations with a test-and-learn mentality: prioritize experiments, measure incremental impact, and scale winning tactics while documenting learnings.
Ensure data privacy, compliance and consent management (GDPR, CCPA) are reflected in tracking, targeting and email practices across campaigns.
Conduct market and audience research, craft buyer personas and map customer journeys to better align messaging, creative and channel selection with user needs at each funnel stage.
Maintain up-to-date knowledge of platform changes, algorithm updates and new ad products; evaluate and pilot emerging channels (e.g., programmatic, CTV, influencer partnerships) when appropriate.
Prepare stakeholder-facing executive summaries and budget proposals that translate technical metrics into business outcomes and investment recommendations.
Mentor junior marketing team members and cross-train peers on tools and processes to raise team-wide capabilities and ensure continuity of operations.

Secondary Functions

Support ad-hoc reporting requests and provide exploratory analysis to answer product and commercial questions using GA4, Looker Studio or internal BI tools.
Audit and improve tagging and event governance to align marketing events with product analytics and sales CRM data.
Collaborate with legal and privacy teams to maintain compliant consent banners, data retention policies and vendor data processing agreements.
Document process workflows, campaign templates and playbooks to standardize execution, accelerate onboarding and capture institutional knowledge.
Participate in sprint planning and agile ceremonies when working closely with product and engineering to prioritize marketing-related technical work.

Required Skills & Competencies

Hard Skills (Technical)

SEO strategy and execution (on-page optimization, technical SEO audits, structured data, site speed and crawlability)
Paid search and display advertising: Google Ads, Microsoft Ads, platform-level optimization and bidding strategies
Paid social advertising across Meta, LinkedIn, TikTok and programmatic channels including audience targeting and creative testing
Analytics and measurement: Google Analytics 4 configuration, event tracking, funnel analysis and attribution modeling
Tag management and tracking: Google Tag Manager, server-side tagging and pixel implementation
Marketing automation and email platforms: HubSpot, Marketo, Klaviyo, Braze, Mailchimp — segmentation, workflows and deliverability best practices
Conversion Rate Optimization (CRO): A/B testing, multivariate testing, experiment design and statistical significance interpretation (tools: Optimizely, VWO, Google Optimize)
Data and reporting tools: Looker Studio / Data Studio, basic SQL for ad hoc queries, Excel or Google Sheets advanced functions and pivot tables
CMS and landing page platforms: WordPress, Shopify, Webflow, Unbounce or Instapage setup and optimization
Creative production & brief writing: translate audience insights into compelling ad copy, CTAs and landing page messaging
Tagging, UTM strategy and campaign tracking for multi-touch attribution
Basic HTML/CSS familiarity for quick landing page and email edits
CRM integration and lead flow configuration (Salesforce, HubSpot CRM)
Familiarity with privacy and compliance frameworks (GDPR, CCPA) and cookieless tracking strategies

Soft Skills

Strong analytical mindset with the ability to translate data into actionable recommendations and clear business impact
Excellent written and verbal communication to articulate strategy, campaign performance and creative direction to stakeholders and executives
Project and campaign management skills to coordinate multi-channel launches and cross-functional contributors under tight deadlines
Creative problem solving and a test-and-learn orientation to continuously iterate on messaging and channel mix
Stakeholder management and influence to align product, sales and leadership around marketing priorities
Attention to detail and discipline in documentation, tagging, and QA processes
Time management and prioritization in fast-paced environments with competing demands
Leadership and mentoring capability to grow junior team members and foster collaborative working culture
Adaptability to rapid platform changes and emerging trends in digital advertising
Customer-centric thinking with a focus on user experience and conversion optimization

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Business, Communications, Digital Media, Economics or related field, or equivalent practical experience and a proven portfolio of campaigns.

Preferred Education:

Master’s in Marketing, MBA with digital concentration, or advanced certification (Google Ads, Google Analytics Individual Qualification, HubSpot Certification, Facebook Blueprint).

Relevant Fields of Study:

Marketing, Digital Marketing or Integrated Marketing Communications
Business Administration, Economics or Analytics
Communications, Journalism or Media Production

Experience Requirements

Typical Experience Range:

2–5 years for mid-level Digital Marketer roles with a combination of paid and organic channel ownership.
5+ years for Senior Digital Marketer / Manager roles with budget responsibility and cross-functional leadership.

Preferred:

Demonstrable track record of managing six-figure ad budgets, improving ROAS and scaling acquisition channels.
Experience implementing GA4 and server-side tagging, CRO programs and marketing automation flows.
Prior experience in SaaS, e-commerce, agency or enterprise B2B environments is a plus.