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Key Responsibilities and Required Skills for Marketing & Communications Coordinator

💰 $45,000 - $70,000

MarketingCommunicationsDigital MarketingPublic Relations

🎯 Role Definition

The Marketing & Communications Coordinator supports integrated marketing and communications initiatives across digital, earned and owned channels. This role manages content production, executes multichannel campaigns, maintains brand consistency, coordinates media and stakeholder outreach, and measures performance to optimize engagement and lead generation. Ideal candidates combine strong writing and project management skills with hands-on experience in social media, email marketing, CMS publishing, and basic analytics.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Assistant or Marketing Intern with hands-on campaign exposure
  • Communications Assistant or Public Relations Intern with media outreach experience
  • Social Media Coordinator or Content Creator with platform-focused skills

Advancement To:

  • Marketing Manager (Integrated Marketing)
  • Communications Manager or PR Manager
  • Brand Manager or Content Strategy Lead

Lateral Moves:

  • Content Strategist or Copywriter
  • Social Media Strategist or Community Manager
  • Digital Marketing Specialist (SEO/SEM focus)

Core Responsibilities

Primary Functions

  • Develop, write, and edit high-quality marketing and communications content — including blog posts, newsletters, press releases, case studies, social captions, ad copy, and website pages — ensuring alignment with brand voice, audience personas, and SEO best practices.
  • Plan, execute and optimize integrated campaign calendars across email, social media, paid channels, web, and events, coordinating timelines, assets, audiences, and performance goals to support lead generation and brand awareness.
  • Manage brand presence on owned channels by publishing and maintaining website content via CMS (WordPress/Drupal), ensuring up-to-date pages, SEO-optimized metadata, accessibility standards, and product/service descriptions.
  • Create and schedule social media content across multiple platforms (LinkedIn, Facebook, Instagram, X/Twitter, TikTok), including community engagement, social listening, trend research, and moderation to grow followers and engagement.
  • Build, segment, and deploy email marketing campaigns and automated nurture sequences using marketing automation or ESP platforms (e.g., HubSpot, Mailchimp, Marketo), track deliverability and engagement, and iterate using A/B testing.
  • Coordinate with design and multimedia teams to produce creative assets (infographics, videos, email templates, banners) and manage asset libraries, ensuring on-brand visual execution and timely delivery.
  • Monitor campaign performance with analytics tools (Google Analytics/GA4, native social analytics, platform reporting), generate weekly and monthly reporting dashboards, and translate data into actionable recommendations and optimizations.
  • Support public relations and media relations activities by drafting pitches, building media lists, coordinating interviews, preparing press kits, and tracking media coverage and sentiment.
  • Develop and maintain marketing collateral — sales one-pagers, presentation decks, brochures, and one-sheets — collaborating with sales and product teams to ensure messaging accuracy and competitive positioning.
  • Assist in event and webinar logistics including planning, promotion, registration management, speaker coordination, on-site support, and post-event follow-up with attendees and leads.
  • Manage relationships with external vendors and agencies (creative, PR, paid media), including scope coordination, timelines, brief development, and quality assurance to ensure programs deliver expected ROI and brand standards.
  • Implement and maintain brand guidelines across internal and external communications, conducting periodic audits to ensure consistent tone, logo use, typography, and messaging across channels.
  • Conduct audience research and competitive analysis, synthesizing insights into buyer personas, messaging frameworks, and content strategies that inform campaign and editorial priorities.
  • Perform keyword research and on-page SEO tactics to improve organic search visibility, collaborating with content and web teams to prioritize growth opportunities and backlink outreach.
  • Track and reconcile campaign budgets and vendor invoices, reporting on spend vs. budget for campaigns and events, and recommending reallocations to maximize performance.
  • Lead cross-functional project management for marketing initiatives, maintaining clear project plans, timelines, stakeholder status updates, and risk/issue logs to ensure on-time execution.
  • Create and maintain marketing playbooks and process documentation for campaign setups, editorial calendars, content approval workflows, and distribution checklists to scale repeatable activities.
  • Support internal communications by drafting company announcements, executive communications, employee newsletters, and intranet updates to drive alignment and engagement.
  • Respond to ad-hoc stakeholder requests for creative assets, performance reports, and messaging support, prioritizing workstreams in coordination with the marketing lead and product owners.
  • Drive influencer and partner outreach programs by identifying relevant collaborators, developing engagement proposals, monitoring performance, and ensuring contractual and brand compliance.
  • Measure and report on lead quality and funnel progression from marketing campaigns to sales handoff, collaborating with CRM and sales teams to refine lead scoring and attribution models.
  • Stay current on marketing trends, platform updates, privacy and data regulations (e.g., GDPR/CCPA), and industry best practices, proactively recommending new channels and tactics to drive growth.

Secondary Functions

  • Maintain and update the marketing asset repository, ensuring files are labeled, archived, and accessible for cross-functional teams.
  • Support ad-hoc data requests and exploratory analysis for campaign performance, competitor benchmarks, and audience behavior to inform tactical decisions.
  • Assist in the development and execution of A/B tests for email subject lines, landing pages, and ad creatives, documenting results and recommendations.
  • Coordinate production schedules with photographers, videographers, and freelance contractors, ensuring legal releases and materials are in place.
  • Facilitate cross-functional alignment meetings with sales, product, legal, and customer success to ensure campaign readiness and compliant messaging.
  • Help manage paid media setups and basic optimization tasks for social and search campaigns in partnership with paid media specialists or agencies.
  • Provide basic SEO and technical support by flagging site issues, requesting developer tickets, and verifying post-launch results.
  • Contribute to the organization's communications calendar and support executive communications and crisis communications planning when needed.

Required Skills & Competencies

Hard Skills (Technical)

  • Content creation and copywriting for multiple formats (blogs, email, social, PR) with a strong portfolio of published work and SEO awareness.
  • Social media strategy and platform management, including scheduling tools (Hootsuite, Sprout Social, Buffer) and native analytics.
  • Email marketing and marketing automation proficiency (HubSpot, Mailchimp, Marketo, Pardot) including segmentation, deliverability, and A/B testing.
  • Web content management with hands-on experience in a CMS (WordPress, Drupal, Contentful) and familiarity with on-page SEO best practices.
  • Analytics and reporting skills: Google Analytics/GA4, social analytics, UTM tagging, basic dashboarding in Data Studio/Tableau/Looker Studio or Excel.
  • Basic graphic design and asset prep skills using Adobe Creative Suite (Photoshop, Illustrator) or Canva for quick-turn creative needs.
  • Familiarity with CRM systems (Salesforce, HubSpot CRM) and lead handoff processes, including basic knowledge of lead scoring and attribution.
  • Experience with PR tools and media monitoring platforms (Cision, Meltwater) for coverage tracking and reporting.
  • Project management and collaboration tools (Asana, Trello, Monday.com, Slack) to manage campaigns, approval workflows, and vendor tasks.
  • Basic HTML/CSS understanding for email templates and light website edits; ability to work with developers to implement fixes.

Soft Skills

  • Strong written and verbal communication skills with a recruiter-level ability to craft clear, persuasive messaging for diverse audiences.
  • Excellent organizational skills with attention to detail and the ability to manage multiple campaigns and deadlines simultaneously.
  • Creative problem-solving and ideation mindset to develop fresh concepts and iterate on campaign performance.
  • Collaborative team player who builds relationships across marketing, sales, product, and external partners.
  • Analytical mindset with the ability to interpret data and translate metrics into actionable marketing optimizations.
  • Adaptability and willingness to learn new tools and channels as the marketing landscape evolves.
  • Proactive ownership and initiative to drive projects from brief to execution with minimal supervision.
  • Time management and prioritization skills in a fast-paced environment with competing stakeholder needs.
  • Customer-centric approach to messaging that balances brand voice with audience needs and user experience.
  • High integrity and judgement when handling sensitive communications, media requests, and confidential information.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Public Relations, Journalism, Business, English, or a related field.

Preferred Education:

  • Bachelor's degree plus relevant certifications (Google Analytics/GA4, HubSpot Content/Email, Hootsuite Social Marketing) or a Master's degree in Marketing/Communications.

Relevant Fields of Study:

  • Marketing
  • Communications & Public Relations
  • Journalism
  • Business Administration
  • English, Creative Writing, or Media Studies

Experience Requirements

Typical Experience Range:

  • 2 to 5 years of progressive experience in marketing, communications, content creation, or public relations roles.

Preferred:

  • 3+ years of experience in integrated marketing roles or agency environments with proven campaign ownership.
  • Demonstrated experience managing digital channels (social, email, web), CMS publishing, and analytics-driven optimization.
  • Experience collaborating with sales, product, and external agencies; event and webinar coordination; and basic budget management.
  • Portfolio or work samples showing content strategy, campaign outcomes, and measurable impact on engagement or lead generation.
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