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Key Responsibilities and Required Skills for Digital Marketing Coordinator

💰 $45,000 - $65,000

MarketingDigital MarketingCommunications

🎯 Role Definition

The Digital Marketing Coordinator supports the marketing team by coordinating and executing digital campaigns across paid search, social media, email, SEO and website channels. Working closely with content creators, designers, product, and external agencies, this role ensures campaigns are delivered on time, on budget, and optimized for performance. The coordinator tracks KPIs, performs regular analysis, implements testing and tagging best practices, and maintains campaign documentation to enable scalable marketing programs.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Assistant / Marketing Intern
  • Social Media Specialist / Community Coordinator
  • Content Coordinator / Copywriter

Advancement To:

  • Digital Marketing Manager
  • Paid Media / Performance Marketing Manager
  • Marketing Automation / CRM Manager

Lateral Moves:

  • Content Marketing Specialist
  • SEO Specialist
  • Email Marketing Manager

Core Responsibilities

Primary Functions

  • Plan, build and execute multi-channel digital marketing campaigns (search, display, social, video, native) that align to monthly/quarterly lead generation and revenue goals, including defining objectives, targeting, budgets, timelines and KPIs.
  • Manage paid search and paid social accounts (Google Ads, Microsoft Ads, Facebook/Meta Ads, LinkedIn Ads), including campaign setup, keyword and audience selection, bid strategy, ad copy creation, budget pacing and ongoing optimization to maximize ROI.
  • Conduct keyword research, on-page SEO audits, technical SEO coordination with web development, and content optimization to improve organic rankings, traffic and search visibility.
  • Create, schedule and publish social media content across platforms (LinkedIn, Facebook, Instagram, X/Twitter, TikTok), maintain the content calendar, and run community engagement and paid amplification strategies.
  • Develop and execute email marketing campaigns and lifecycle workflows using marketing automation platforms (HubSpot, Marketo, Mailchimp), including list segmentation, personalization, A/B testing and performance analysis to improve open and conversion rates.
  • Coordinate content creation with writers, designers and video producers to produce landing pages, long-form content, blog posts, lead magnets, ad creatives and social assets that support funnel objectives.
  • Build and optimize high-converting landing pages and lead capture forms in CMS/CRO tools (WordPress, Unbounce, Webflow), implement tracking pixels and analytics events, and run multivariate/A-B tests to improve conversion rates.
  • Monitor campaign performance daily/weekly and produce clear performance reports with actionable insights for stakeholders, highlighting trends, anomalies and optimization recommendations.
  • Implement and maintain tracking standards including Google Analytics, GA4 migration, Facebook pixel, UTM tagging strategy, and Google Tag Manager to ensure accurate measurement across channels.
  • Perform audience segmentation and targeting analysis for paid and organic campaigns to improve relevancy, reduce CPA and increase LTV.
  • Manage relationships with external agencies, freelance contractors and platform reps to coordinate campaign delivery, negotiate media buys and troubleshoot performance issues.
  • Maintain campaign budgets, forecast spend, reconcile invoices, and ensure campaigns remain within financial targets while maximizing impact.
  • Execute conversion rate optimization (CRO) initiatives using heatmaps, user recordings, funnel analysis and on-page experiments to reduce friction and increase lead quality.
  • Produce detailed competitor and market analysis to inform campaign strategies, creative testing, and keyword opportunities.
  • Create and maintain campaign playbooks, SOPs and documentation to ensure repeatable processes, knowledge sharing and scalability of marketing operations.
  • Set up lead routing, CRM integrations and tagging conventions with sales teams to ensure leads are tracked, scored and followed up on in a timely manner.
  • Troubleshoot tracking and attribution discrepancies, performing root-cause analysis and implementing fixes to preserve data integrity and reporting accuracy.
  • Lead small-scale influencer outreach and partnership programs, drafting briefs, negotiating terms and measuring performance against referral and engagement metrics.
  • Support product launches and promotional campaigns by coordinating cross-functional timelines, asset delivery, and measurement plans to ensure integrated go-to-market execution.
  • Run ongoing creative and copy testing programs for ads and email to identify high-performing messaging, layouts and CTAs.
  • Monitor and ensure compliance with privacy, advertising policies and data protection regulations (GDPR, CCPA) across all campaigns and tracking implementations.
  • Provide weekly performance summaries and monthly executive-level dashboards that synthesize outcomes, learnings and proposed next steps.
  • Train and mentor junior marketing staff and interns on platform basics, best practices, campaign setup and reporting workflows.
  • Continuously research new channels, ad formats, automation features and industry trends to propose pilot programs that could scale with proven ROI.

Secondary Functions

  • Support ad-hoc data requests, exploratory analysis and custom reporting for sales, product and executive stakeholders to answer business questions and inform strategy.
  • Collaborate with web development and IT teams to prioritize website updates, schema changes and page speed improvements to support SEO and user experience goals.
  • Contribute to the organization’s digital marketing playbook and long-term roadmap by documenting lessons learned from experiments and scaling successful tactics.
  • Participate in sprint planning and agile ceremonies when working on cross-functional marketing technology or website projects to ensure timely delivery.
  • Assist in vendor evaluations and tool selection by preparing requirements, running demos and conducting cost-benefit analyses for martech purchases.
  • Maintain a content asset library and campaign archive to enable reuse of high-performing creatives and streamline campaign launches.
  • Coordinate with legal and compliance teams to review marketing copy, promotional terms and data collection notices prior to campaign launches.
  • Support event and webinar promotion by coordinating registration pages, email invites, social promotion and post-event follow-up nurture sequences.

Required Skills & Competencies

Hard Skills (Technical)

  • Search Engine Optimization (SEO): keyword research, on-page optimization, technical SEO basics and content optimization strategies.
  • Paid Advertising Platforms: hands-on experience with Google Ads, Microsoft Ads, Facebook/Meta Ads Manager, and LinkedIn Ads.
  • Web Analytics: proficiency with Google Analytics (GA4), conversion tracking, attribution modeling and dashboarding.
  • Marketing Automation & Email Platforms: experience building workflows, segmentation and A/B tests in HubSpot, Marketo, Mailchimp or equivalent.
  • Content Management Systems (CMS): experience publishing and editing in WordPress, Webflow, Shopify or similar platforms.
  • Conversion Rate Optimization (CRO): landing page optimization, A/B testing frameworks and experimentation tools (Optimizely, VWO, Unbounce).
  • Tag Management & Tracking: Google Tag Manager, pixel implementations, UTM taxonomy and event tracking.
  • Paid & Organic Reporting: building reports and dashboards in Google Data Studio/Looker Studio, Tableau or Excel/Sheets with pivot tables and formulas.
  • Basic HTML/CSS and familiarity with site structure to troubleshoot landing pages and forms.
  • Social Media Management Tools: scheduling and listening tools (Hootsuite, Sprout Social, Buffer) and experience with platform analytics.
  • CRM & Lead Management: working knowledge of Salesforce, HubSpot CRM or similar to manage lead flows and attribution.
  • Creative Suite Basics: ability to create or edit simple assets in Adobe Photoshop, Illustrator, Canva or Figma.

Soft Skills

  • Strong written and verbal communication: craft clear briefs, reports and cross-functional updates for technical and non-technical stakeholders.
  • Analytical mindset: translate data into actionable insights, identify trends and quantify campaign impact.
  • Project and time management: manage multiple campaigns and deadlines while maintaining high attention to detail.
  • Creative problem solving: iterate quickly on campaigns, troubleshooting issues and proposing alternative approaches.
  • Collaboration and stakeholder management: work effectively with product, sales, design and external vendors.
  • Adaptability and continuous learning: stay current with platform changes, privacy updates and digital marketing best practices.
  • Prioritization and resourcefulness: balance short-term performance needs with long-term growth initiatives.
  • Accountability for results: own campaigns end-to-end and be comfortable presenting outcomes and recommendations.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Business, Digital Media, Advertising or related field; OR equivalent practical experience in digital marketing.

Preferred Education:

  • Bachelor's degree plus certifications such as Google Ads, Google Analytics (GA4), HubSpot Inbound, Facebook Blueprint, or a certificate in digital marketing.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Digital Media / Advertising
  • Information Systems / Data Analytics

Experience Requirements

Typical Experience Range: 1–3 years of hands-on experience in digital marketing, agency or in-house.

Preferred: 2–4 years of experience executing paid search/social campaigns, email automation, and SEO; proven experience with analytics and CRO in B2B or B2C contexts. Prior experience working with CRM integrations, CMS management and marketing automation tools is highly desirable.

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