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Key Responsibilities and Required Skills for E‑Marketing Specialist

💰 $55,000 - $85,000

MarketingDigital MarketingEcommerce

🎯 Role Definition

The E‑Marketing Specialist is a versatile digital marketing professional responsible for planning, executing and optimising online marketing initiatives to drive brand awareness, lead generation and revenue growth. This role spans paid and organic channels including SEO/SEM, email, social, content and e‑commerce. Working in close collaboration with product, content, sales and analytics teams, you will ensure marketing campaigns are data‑driven, customer‑centric and deliver measurable business impact. You are creative yet analytical, comfortable with digital tools and metrics, and eager to iterate and scale successful campaigns.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator – Digital & Online
  • Digital Content Specialist
  • Email & Automation Marketing Executive

Advancement To:

  • Senior E‑Marketing Specialist
  • Digital Marketing Manager
  • Growth Marketing Manager

Lateral Moves:

  • Performance Marketing Specialist
  • E‑Commerce Marketing Specialist
  • Content & Growth Marketing Lead

Core Responsibilities

Primary Functions

  1. Design, launch and optimise multichannel e‑marketing campaigns—including SEO/SEM, display, social media, email automation and affiliate marketing—to hit acquisition, engagement and conversion targets.
  2. Conduct detailed keyword research, on‑page and off‑page SEO optimisation, link‑building efforts and competitor benchmarking to improve organic performance and search visibility.
  3. Manage paid advertising campaigns across Google Ads, Meta (Facebook/Instagram), LinkedIn and other relevant platforms; monitor bids, ad creative performance, conversion rates and ROI.
  4. Create, schedule and optimise email marketing initiatives: segment audiences, design nurture flows, conduct A/B tests, monitor open/click/convert metrics and refine strategies accordingly.
  5. Oversee and maintain the website and landing pages: update content, optimise for mobile and SEO, set up tracking (UTMs, pixels), enhance UX and ensure high conversion paths.
  6. Develop rich digital content assets (blogs, videos, infographics, social posts) aligned with brand voice, customer segments and funnel stages; collaborate with designers and writers.
  7. Analyse digital marketing data (traffic, engagement, conversions, CAC, LTV) and build dashboards to report campaign performance, highlight insights and drive continuous improvement.
  8. Conduct competitor, market and trend research to identify emerging channels, technologies and tactics; propose pilot programs and innovation to stay ahead of digital marketing curve.
  9. Collaborate cross‑functionally with product, sales, content and analytics teams to align digital marketing strategy with product launches, customer journeys and sales objectives.
  10. Manage the digital marketing budget: forecast spend, analyse channel efficiency, reallocate resources to high‑performing tactics and optimize cost per acquisition.
  11. Implement and maintain marketing automation workflows and lead‑scoring / lead‑nurture processes to move prospects through the funnel and support sales conversion.
  12. Monitor and optimise social media presence: build content calendar, engage communities, track sentiment metrics and drive social‑driven traffic and conversions.
  13. Run A/B and multivariate tests on email campaigns, landing pages, ad creative and customer journeys to maximise conversion and engagement.
  14. Ensure data integrity, update and maintain CRM and marketing database (contacts, leads, segments), cleanse data, deduplicate and ensure accurate segmentation.
  15. Liaise with external agencies, vendors, ad networks, influencer partners or affiliates to manage campaign set‑up, creative briefing, performance tracking and vendor contracts.
  16. Provide regular campaign performance reports and insights to stakeholders, summarising key metrics, learnings, next steps and strategic recommendations.
  17. Monitor compliance with data privacy, email marketing regulations (e.g., CAN‑SPAM, GDPR) and brand guidelines to minimise risk and uphold the brand’s integrity.
  18. Identify and recommend improvements to digital marketing processes, tools and workflows—automate where possible to increase efficiency and scale.
  19. Stay current with digital marketing trends, algorithm updates, marketing technology tools and platform developments; share learnings and best‑practices across marketing teams.
  20. Support sales enablement efforts by providing digital collateral, campaign insights, lead‑generation support and performance tracking to the sales team.

Secondary Functions

  • Support ad‑hoc data requests, exploratory experiments or pilot digital campaigns with new channels or technologies.
  • Contribute to the e‑marketing roadmap: identify tool upgrades, process improvements or workflow enhancements to support future growth.
  • Collaborate with other business units to translate digital marketing insights into operational or system requirements.
  • Participate in agile planning sessions, sprint stand‑ups or campaign launches as required to maintain cross‑team alignment.

Required Skills & Competencies

Hard Skills (Technical)

  • Expert knowledge of digital marketing channels: SEO, SEM/PPC, social media advertising, content marketing and email automation.
  • Proficiency with analytics and reporting tools: Google Analytics (GA4), Google Tag Manager, CRM dashboards, attribution tools and performance dashboards.
  • Experience managing paid media campaigns on platforms such as Google Ads, Meta Ads, LinkedIn Ads; ability to optimize bids, creative, targeting and ROI.
  • Competence with marketing automation platforms (e.g., HubSpot, Marketo) and CRM systems (e.g., Salesforce); workflow building, segmentation, lead scoring.
  • Strong email marketing skills: list management, template design, automated workflows, segmentation, delivery metrics, A/B testing.
  • Solid understanding of web technologies: CMS tools, HTML/CSS basics for landing pages, website optimisation and UX.
  • Ability to manage and optimise content across channels: copywriting, visual asset management, content calendar development, multimedia production.
  • Competence with budget tracking, ROI analysis, channel efficiency, cost‑per‑acquisition metrics and marketing spend forecasting.
  • Familiarity with social media management tools, paid and organic social strategies, community management and social analytics.
  • Ability to perform data integrity tasks: maintain accurate marketing databases, segmentations, cleansed lead lists, contact hygiene and process audits.

Soft Skills

  • Strategic mindset: able to align e‑marketing tactics with business objectives, brand positioning and customer experience.
  • Analytical and data‑driven: strong ability to interpret metrics, generate insights, recommend optimisations and demonstrate value.
  • Excellent communication and interpersonal skills: able to articulate digital results, collaborate with cross‑functional teams and influence stakeholders.
  • Creative thinker: capable of developing engaging digital content, campaign ideas and novel growth strategies.
  • Strong organisational and project‑management skills: able to manage multiple campaigns simultaneously, meet deadlines and prioritise effectively.
  • Collaborative team player: works seamlessly with content, design, product, sales and external agencies to deliver campaigns.
  • Adaptable and curious: comfortable working in a fast‑changing digital environment, eager to learn new platforms and tactics.
  • Meticulous attention to detail: ensuring campaign execution, tracking, data integrity and brand consistency are maintained.
  • Customer‑centric approach: understands target audience, tailors messaging and optimises digital touchpoints to maximise engagement and conversion.
  • Problem‑solving and initiative‑taking: sees opportunities for improvement, proposes solutions and acts to implement optimisations.

Education & Experience

Educational Background

Minimum Education:
Bachelor’s degree in Marketing, Communications, Digital Media, Business Administration or a related field.
Preferred Education:
Certifications or advanced coursework in Digital Marketing, Analytics, SEO/SEM, Marketing Automation or e‑commerce strategy.
Relevant Fields of Study:

  • Marketing
  • Digital Marketing / Communications
  • Business Administration
  • Data Analytics or Information Systems

Experience Requirements

Typical Experience Range:
2‑4 years of hands‑on experience in e‑marketing, digital marketing, content marketing or campaign execution.
Preferred:
3‑5 years with demonstrated success managing multichannel digital campaigns, content creation, paid and organic traffic, analytics and marketing automation.

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