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Key Responsibilities and Required Skills for Marketing Communications Specialist

💰 $55,000 - $95,000

MarketingCommunicationsContentPublic RelationsDigital Marketing

🎯 Role Definition

The Marketing Communications Specialist is responsible for developing and executing integrated communications and content strategies that build brand awareness, generate demand, and support sales enablement. This role owns multi-channel campaign execution (email, social, PR, web, events), creates compelling copy and creative briefs, ensures consistent brand messaging across internal and external touchpoints, and measures impact with analytics and reporting. Ideal candidates combine strong writing and editorial judgment with hands-on digital marketing and PR experience.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator or Marketing Assistant
  • Content Writer, Copywriter, or Junior Content Strategist
  • Public Relations Assistant or Communications Coordinator

Advancement To:

  • Marketing Communications Manager / Communications Manager
  • Content Marketing Manager or Brand Manager
  • Head of Communications or Director of Marketing

Lateral Moves:

  • Content Strategist
  • Corporate Communications Specialist
  • PR / Media Relations Manager

Core Responsibilities

Primary Functions

  • Develop and execute integrated marketing communications plans that align with quarterly and annual business objectives, ensuring messaging consistency across paid, owned, and earned channels.
  • Create, edit, and publish high-quality written content—blog posts, white papers, case studies, press releases, product copy, executive thought leadership articles, and bylined content—to drive SEO, thought leadership, and lead generation.
  • Build and maintain an editorial calendar that coordinates product launches, campaigns, events, and seasonal promotions across content, email, social, web, and PR.
  • Manage email marketing programs from strategy and segmentation to creative development, deployment, A/B testing, and performance optimization using platforms such as HubSpot, Marketo, or Mailchimp.
  • Lead social media strategy and day-to-day channel management (LinkedIn, Twitter/X, Facebook, Instagram), including content creation, scheduling, community engagement, influencer relations, and performance reporting.
  • Serve as the primary contact for media relations: draft press materials, pitch journalists, coordinate interviews, manage media lists, and track media coverage and share-of-voice.
  • Translate product features and marketing strategy into clear, benefit-driven messaging and value propositions for target audiences (B2B, B2C, or B2B2C).
  • Partner with designers, videographers, and agency partners to produce multimedia assets—video, infographics, motion graphics, and podcasts—that amplify campaign reach and engagement.
  • Optimize website and landing page copy for search (SEO) and conversion (CRO), working closely with web developers and SEO specialists to improve organic visibility and lead flow.
  • Own content distribution and syndication plans, including paid social, programmatic placements, native advertising, and partner co-marketing programs.
  • Measure and analyze campaign performance using Google Analytics, marketing automation reports, and CRM data; create weekly/monthly dashboards and provide data-driven recommendations.
  • Align marketing communications with sales enablement needs: produce one-pagers, battle cards, pitch decks, and email templates that help sales convert leads into opportunities.
  • Maintain and enforce brand and editorial guidelines, including tone of voice, visual standards, and legal/compliance review processes across all communications.
  • Coordinate and execute virtual and in-person events (webinars, trade shows, customer conferences), including promotion, speaker coordination, collateral creation, and post-event follow-up.
  • Manage PR crises and rapid response communications, drafting holding statements and coordinated messaging across stakeholders when issues arise.
  • Develop customer-facing materials such as case studies and testimonials by interviewing customers, capturing results, and converting insights into persuasive marketing assets.
  • Conduct competitive and market research to inform messaging, positioning, and content opportunities that differentiate the brand in key verticals.
  • Implement and manage marketing automation workflows and lead-nurturing programs that support pipeline development and customer lifecycle marketing.
  • Ensure all content complies with regulatory requirements and internal approvals, liaising with legal, product, and compliance teams as needed.
  • Drive continuous improvement through content audits, performance analyses, and experimentation (A/B testing headlines, CTAs, send times, creative variants).

Secondary Functions

  • Support ad-hoc reporting requests and develop exploratory analyses to uncover content opportunities and channel uplift.
  • Assist in the selection and management of marketing vendors and creative agencies; evaluate proposals and manage scopes, timelines, and budgets.
  • Maintain the content management system (CMS) by uploading, tagging, and optimizing assets and ensuring metadata and schema are accurate for SEO.
  • Coordinate with HR and internal communications to amplify employer brand, onboarding communications, and executive internal messaging.
  • Facilitate cross-functional content reviews and approval workflows that include product, legal, sales, and customer success stakeholders.
  • Conduct audience segmentation and persona development exercises to refine targeting and personalization across campaigns.
  • Translate analytics and user research into actionable recommendations for content, UX, and campaign optimization.
  • Maintain the marketing asset library and templates; archive historical campaigns and document best practices for reuse.
  • Support sales and customer success with tailored communications for renewals, upsells, and customer advocacy programs.
  • Monitor industry trends, platform algorithm changes, and content performance benchmarks to keep the communications strategy current and competitive.

Required Skills & Competencies

Hard Skills (Technical)

  • Content strategy and creation: long-form and short-form content, editorial planning, storytelling.
  • Copywriting and editing for diverse audiences and channels with strong grammar, tone, and formatting skills.
  • SEO best practices: keyword research, on-page optimization, meta tags, and content structure to improve organic rankings.
  • Email marketing and marketing automation (HubSpot, Marketo, Pardot, Mailchimp): segmentation, nurture flows, deliverability, and reporting.
  • Social media management and paid social fundamentals (creator/content calendars, paid amplification, community management).
  • PR and media relations: press releases, media pitching, press kits, and journalist outreach.
  • Web CMS proficiency (WordPress, Drupal, Contentful) and basic HTML/CSS familiarity for content publishing and troubleshooting.
  • Analytics and reporting: Google Analytics, Google Search Console, Looker/Tableau/Power BI, UTM tracking, attribution models.
  • Graphic/video collaboration and asset production workflow knowledge (Adobe Creative Suite basics, brief writing for designers/video producers).
  • Marketing project management tools (Asana, Trello, Monday.com), budget tracking, and vendor management.

Soft Skills

  • Exceptional written and verbal communication; ability to simplify complex concepts into compelling messages.
  • Strong project and time management with the ability to prioritize multiple campaigns and meet tight deadlines.
  • Strategic thinking and commercial acumen: aligns communications to business goals and KPIs.
  • Collaboration and stakeholder management across product, sales, legal, and executive teams.
  • Attention to detail and commitment to brand consistency and error-free copy.
  • Creativity and curiosity: ideates new content formats and campaign approaches.
  • Analytical mindset and comfort with data-informed decision-making.
  • Adaptability and problem-solving in fast-paced or ambiguous environments.
  • Presentation and storytelling skills for internal and external audiences.
  • Ownership and accountability with a continuous improvement attitude.

Education & Experience

Educational Background

Minimum Education:

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

Preferred Education:

  • Bachelor’s degree plus certifications (HubSpot Content Marketing, Google Analytics, Content Marketing Institute); MBA or Master's in Communications a plus.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Journalism
  • Public Relations
  • English / Creative Writing
  • Digital Media / Media Studies

Experience Requirements

Typical Experience Range:

  • 2–5 years of progressive experience in marketing communications, content marketing, PR, or digital marketing roles.

Preferred:

  • 4–7+ years of experience with demonstrated success managing multi-channel campaigns, PR/media placements, and measurable content programs. Experience in B2B SaaS, technology, healthcare, or professional services is often preferred.
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