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Key Responsibilities and Required Skills for Marketer

💰 $ - $

MarketingDigital MarketingContent MarketingGrowth

🎯 Role Definition

A Marketer is responsible for developing, executing, and measuring integrated marketing campaigns that build brand awareness, generate high-quality leads, nurture prospects through the funnel, and support sales objectives. This role combines strategic planning (market analysis, audience segmentation, and channel strategy) with hands-on execution (content creation, paid media management, email automation, and analytics) and requires cross-functional collaboration with product, sales, design, and analytics teams.

Key focus areas: digital marketing, content strategy, SEO/SEM, social media, email marketing, paid advertising (PPC), marketing automation, CRM management, and performance analytics.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator or Marketing Assistant focused on campaign operations and admin.
  • Content Creator, Copywriter, or Social Media Specialist with hands-on content and community experience.
  • Sales Development Representative or Customer Success Associate transitioning to demand generation.

Advancement To:

  • Senior Marketer / Senior Digital Marketing Specialist — lead larger channels and strategy.
  • Marketing Manager or Growth Manager — manage teams and cross-channel programs.
  • Head of Marketing / Director of Marketing — own strategy, budget, and team leadership.
  • VP Marketing or Chief Marketing Officer (CMO) — executive leadership and go-to-market vision.

Lateral Moves:

  • Product Marketing Manager — focusing on positioning, product launches, and sales enablement.
  • Growth/Product Manager — applying marketing experimentation to product-led growth.
  • Brand Manager or Communications Manager — focusing on brand strategy and PR.

Core Responsibilities

Primary Functions

  • Develop and own integrated marketing campaigns (awareness, acquisition, activation, retention) end-to-end across paid, organic, email, social, and content channels, optimizing for KPIs such as MQLs, CAC, LTV, and ROAS.
  • Create and execute a data-driven digital marketing strategy that leverages SEO, content marketing, paid search (Google Ads), paid social (Meta, LinkedIn, X), and display to meet monthly and quarterly lead and revenue targets.
  • Plan, write, and manage high-quality content (blog posts, whitepapers, case studies, landing pages, video briefs) aligned to buyer personas and the buyer’s journey to drive organic traffic and lead conversion.
  • Own on-page and off-page SEO tactics including keyword research, technical SEO audits, content optimization, backlink strategies, and performance tracking to increase organic search visibility and reduce reliance on paid channels.
  • Manage paid media budgets across channels (search, social, programmatic), set bidding strategies, perform audience targeting and segmenting, and continuously optimize campaigns to maximize ROI and conversion rates.
  • Design and execute A/B and multivariate tests for landing pages, email campaigns, ad creatives, and CTAs to iteratively improve conversion rates and user experience for acquisition funnels.
  • Build and maintain marketing automation workflows (lead nurturing, scoring, re-engagement) in platforms like HubSpot, Marketo, or Pardot, ensuring timely, personalized communications that accelerate pipeline progression.
  • Configure and maintain CRM integrations (Salesforce, HubSpot CRM) and lead routing rules to ensure accurate lead capture, attribution, handoff to Sales, and closed-loop reporting.
  • Monitor and analyze marketing performance metrics using analytics tools (Google Analytics / GA4, Looker Studio / Data Studio, Tableau) to produce weekly and monthly performance reports with actionable recommendations.
  • Conduct market and competitive research to identify whitespace opportunities, buyer needs, pricing sensitivity, product positioning, and messaging that inform campaign strategies and product marketing.
  • Develop audience segmentation and targeting strategies using first- and third-party data to improve personalization, ad targeting, and message resonance across channels.
  • Collaborate closely with product, sales, design, and content teams to launch product features, promotions, and campaigns — including go-to-market planning, sales enablement materials, and post-launch performance reviews.
  • Manage creative production including briefs, asset prioritization, agency/vendor oversight, and quality checks to ensure on-brand messaging, accessibility, and conversion-focused design.
  • Execute email marketing programs including list hygiene, segmentation, subject-line testing, deliverability monitoring, and engagement optimization to drive activation and retention.
  • Lead lifecycle marketing programs (onboarding, engagement, retention, winback) using behavioral triggers, personalization, and cross-channel coordination to drive user value and reduce churn.
  • Implement tag management and event tracking via Google Tag Manager to ensure accurate tracking of funnels, micro-conversions, and custom events for analytics and attribution.
  • Develop and maintain marketing budgets, forecasts, and ROI models; justify spend based on performance and strategic priorities while optimizing channel mix for cost-effective growth.
  • Coordinate and execute virtual and in-person events (webinars, trade shows, user conferences), including logistics, promotion, speaker coordination, attendee acquisition, and lead follow-up.
  • Oversee influencer and partnership programs, negotiate contracts, measure campaign impact, and scale effective relationships to amplify reach and credibility.
  • Ensure brand consistency across all touchpoints by maintaining brand guidelines, writing style guides, and training internal teams on approved messaging and visual standards.
  • Manage compliance and privacy requirements for marketing operations including consent management (GDPR, CCPA), email CAN-SPAM best practices, and secure data handling practices.
  • Prepare executive-level reporting and presentations that translate marketing performance into business outcomes, including pipeline contribution, customer acquisition cost analysis, and LTV forecasting.
  • Mentor and coach junior marketers, provide clear feedback, and lead cross-functional workshops to upskill teams in analytics, channel best practices, and creative execution.
  • Develop crisis communication plans and rapid-response content workflows to ensure timely, consistent external communications during sensitive situations.

Secondary Functions

  • Support ad-hoc data requests and exploratory analysis to answer business questions and validate marketing hypotheses.
  • Contribute to the organization's marketing strategy, roadmap, and channel prioritization based on performance and market shifts.
  • Collaborate with business units to translate marketing needs into product or engineering requirements (e.g., landing page features, CRM fields).
  • Participate in sprint planning, agile ceremonies, and cross-functional planning sessions to ensure marketing deliverables are prioritized and delivered on time.
  • Maintain vendor and agency relationships, including RFPs, contract renewals, performance reviews, and ensuring deliverables meet SLAs.
  • Provide sales teams with timely campaign insights, creative assets, and objection-handling materials to accelerate lead conversion.
  • Run post-mortem analyses on major campaigns and launches to document learnings and establish best practices for future initiatives.
  • Produce and maintain marketing playbooks and templates for campaign setups, reporting dashboards, and audience segments to improve operational efficiency.
  • Support internal communications and employer branding initiatives to attract top talent and reinforce company culture.
  • Assist in monitoring industry trends, emerging channels (e.g., TikTok, podcasts), and new advertising products to pilot high-potential growth experiments.

Required Skills & Competencies

Hard Skills (Technical)

  • SEO strategy and implementation (keyword research, technical SEO, on-page optimization, backlink building).
  • Paid media management: Google Ads (search, display), Microsoft Ads, Facebook/Meta Ads, LinkedIn Ads, programmatic display.
  • Marketing automation platforms: HubSpot, Marketo, Pardot — building and optimizing nurture flows, scoring, and triggers.
  • CRM proficiency: Salesforce, HubSpot CRM — lead routing, attribution, reporting and integration.
  • Web analytics & attribution: GA4, Google Analytics, conversion tracking, multi-touch attribution modeling.
  • Data visualization and reporting: Looker Studio (Data Studio), Tableau, or Power BI to create dashboards and executive reports.
  • A/B testing and experimentation tools: Optimizely, VWO, Google Optimize or equivalent, with experience designing tests and interpreting results.
  • Email marketing best practices and tools: deliverability, list segmentation, campaign automation, ESPs (Mailchimp, SendGrid, HubSpot Email).
  • Tag management and event tracking: Google Tag Manager and custom event instrumentation for accurate funnel measurement.
  • Content management systems (CMS): WordPress, Contentful, or similar for content publishing, SEO plugins, and landing page creation.
  • Copywriting and content creation skills for web, email, ads, and social that align with brand voice and conversion goals.
  • Basic HTML/CSS familiarity to troubleshoot landing pages and email templates.
  • Excel/Google Sheets advanced skills: pivot tables, VLOOKUP/XLOOKUP, formulas for performance analysis and budgeting.
  • Familiarity with design and creative tooling workflows: Figma, Adobe Creative Suite basics for collaborating with designers.

Soft Skills

  • Strategic thinking with the ability to translate high-level business goals into measurable marketing plans and tactics.
  • Strong analytical mindset: comfortable with metrics, A/B testing, and drawing actionable insights from data.
  • Excellent written and verbal communication to craft clear messaging, briefs, and executive summaries.
  • Project management and organizational skills to manage multiple campaigns, deadlines, and stakeholders concurrently.
  • Creativity and storytelling ability to develop compelling content and campaigns that resonate with target audiences.
  • Stakeholder management and cross-functional collaboration to align product, sales, design, and leadership.
  • Adaptability and comfort with ambiguity in fast-paced environments; ability to pivot quickly based on performance data.
  • Attention to detail and quality assurance mindset for campaign setup, tagging, and creative assets.
  • Empathy and customer-centric orientation to design campaigns that solve real user problems and drive engagement.
  • Leadership and mentorship: capability to coach junior teammates, provide constructive feedback, and foster a results-driven culture.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Communications, Business Administration, or a related field.

Preferred Education:

  • Bachelor’s plus certifications (Google Ads, Google Analytics/GA4, HubSpot, Facebook Blueprint); MBA or Master’s in Marketing/Communication is a plus.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Digital Media
  • Data Analytics
  • Journalism / Content Strategy

Experience Requirements

Typical Experience Range: 2–7 years, depending on seniority (e.g., 2–3 years for Marketing Specialist/Coordinator, 3–6 years for Marketer/Growth roles, 5+ years for Senior/Manager roles).

Preferred:

  • 3–5 years of hands-on experience running digital marketing campaigns across paid and organic channels.
  • Demonstrated track record of driving measurable growth (leads, revenue, ROAS) and improving conversion rates through testing and optimization.
  • Experience with cross-functional collaboration (product launches, sales enablement) and ownership of full-funnel marketing programs.
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