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Key Responsibilities and Required Skills for a Marketing Generalist

💰 $55,000 - $85,000

MarketingDigital MarketingCommunicationsBrand Management

🎯 Role Definition

A Marketing Generalist is the versatile and agile backbone of a marketing department. This role is a true "jack-of-all-trades," responsible for planning, executing, and optimizing a wide variety of marketing activities across multiple channels. The Generalist touches nearly every aspect of the marketing mix, from digital campaigns and content creation to event coordination and market analysis. They are resourceful problem-solvers who can seamlessly switch between creative tasks and data-driven analysis, ensuring that the company's brand message is consistent and its marketing goals are met. This position is crucial for supporting brand growth, generating leads, and engaging with the target audience in a meaningful way.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator or Assistant
  • Social Media Specialist
  • Recent graduate with a degree in Marketing, Communications, or Business

Advancement To:

  • Marketing Manager
  • Digital Marketing Manager or Specialist
  • Brand Manager or Content Strategist

Lateral Moves:

  • Communications Specialist
  • Public Relations Specialist
  • Sales Enablement Specialist

Core Responsibilities

Primary Functions

  • Develop, implement, and track comprehensive marketing campaigns across various platforms, including digital, social media, and email, to drive brand awareness and lead generation.
  • Manage and maintain the organization's social media presence by creating, curating, and scheduling engaging content, monitoring channels for customer interaction, and analyzing performance metrics.
  • Execute end-to-end email marketing campaigns, from crafting compelling copy and designing layouts to segmenting lists and analyzing open rates, click-through rates, and conversions.
  • Create, edit, and proofread a wide range of marketing collateral and content, such as blog posts, website copy, whitepapers, case studies, and newsletters, ensuring brand consistency and tone of voice.
  • Conduct thorough market research and competitive analysis to identify industry trends, customer needs, and new opportunities for growth, and present findings to the marketing team.
  • Monitor, analyze, and report on the performance of marketing campaigns and channels using tools like Google Analytics, providing actionable insights to optimize future strategies and budget allocation.
  • Assist in the development and execution of Search Engine Optimization (SEO) strategies, including keyword research, on-page optimization, and link-building efforts to improve organic search rankings.
  • Support the management of Pay-Per-Click (PPC) and paid social advertising campaigns, from initial setup and ad creation to budget monitoring and performance optimization.
  • Coordinate the planning and logistics of marketing events, both virtual (webinars) and in-person (trade shows, conferences), including promotion, registration, and post-event follow-up.
  • Maintain and update the company website content using a Content Management System (CMS) like WordPress, ensuring information is current, accurate, and optimized for user experience.
  • Collaborate closely with the sales team to develop and refine sales enablement materials, including presentations, product sheets, and brochures that support the sales process.
  • Assist in managing the marketing budget by tracking expenditures, processing invoices, and ensuring all activities are delivered within the allocated financial plan.
  • Coordinate with external partners, such as creative agencies, freelance writers, printers, and other vendors, to ensure projects are delivered on time and to specification.
  • Act as a brand steward, ensuring all marketing materials and communications adhere to established brand guidelines to maintain a consistent and professional brand identity.
  • Design basic marketing assets, such as social media graphics, email headers, and simple infographics, using tools like Canva or the Adobe Creative Suite.
  • Support public relations activities by drafting press releases, maintaining media lists, and monitoring for brand mentions across various media outlets.
  • Perform A/B testing on marketing initiatives, including email subject lines, landing page layouts, and calls-to-action, to continuously improve campaign effectiveness.
  • Develop and manage a detailed marketing content calendar to ensure a consistent and strategic flow of content across all channels.
  • Engage with online communities and forums to build brand relationships, answer questions, and represent the company in a positive light.
  • Generate regular, detailed reports on marketing KPIs (Key Performance Indicators) for stakeholders, summarizing performance, progress toward goals, and return on investment.

Secondary Functions

  • Support the development and distribution of internal communications, such as company newsletters or marketing team updates, to ensure alignment across the organization.
  • Assist in managing and organizing the digital asset library, ensuring all marketing files are up-to-date and easily accessible to the team.
  • Provide administrative support to the marketing department as needed, including scheduling meetings, taking notes, and organizing project files.
  • Monitor customer feedback and online reviews, escalating issues and sharing positive testimonials with the broader team to inform product and service improvements.

Required Skills & Competencies

Hard Skills (Technical)

  • Email Marketing Platforms: Proficiency with tools like Mailchimp, HubSpot, or Constant Contact for campaign creation and automation.
  • Analytics Tools: Strong experience with Google Analytics for tracking website traffic and campaign performance.
  • Social Media Management Tools: Familiarity with platforms like Hootsuite, Sprout Social, or Buffer for scheduling and analytics.
  • SEO/SEM Tools: Working knowledge of tools such as SEMrush, Ahrefs, Moz, and hands-on experience with Google Ads.
  • Content Management Systems (CMS): Experience updating and managing content on platforms like WordPress.
  • CRM Software: Familiarity with Customer Relationship Management systems like Salesforce or HubSpot CRM.
  • Graphic Design Software: Basic to intermediate skills in Canva and/or Adobe Creative Suite (Photoshop, InDesign).
  • Microsoft Office Suite: Advanced proficiency in PowerPoint, Excel, and Word for reporting, analysis, and presentations.
  • Project Management Software: Experience using tools like Asana, Trello, or Monday.com to manage tasks and timelines.
  • Paid Advertising Platforms: Knowledge of managing campaigns on LinkedIn Ads, Facebook Ads Manager, and Google Ads.

Soft Skills

  • Communication: Exceptional written and verbal communication skills, with the ability to craft clear, compelling messages for different audiences.
  • Creativity: A knack for generating new ideas and creating engaging content that captures attention.
  • Adaptability: The ability to juggle multiple projects, pivot priorities quickly, and thrive in a fast-paced environment.
  • Project Management & Organization: Meticulous attention to detail and strong organizational skills to manage complex campaigns and deadlines effectively.
  • Analytical Mindset: The capacity to interpret data, identify trends, and make data-driven decisions to optimize marketing efforts.
  • Collaboration: A team-player attitude with the ability to work effectively with cross-functional teams, including sales, product, and design.
  • Proactive & Self-Starting: A strong sense of ownership and the initiative to tackle challenges and identify opportunities without constant supervision.
  • Time Management: Excellent ability to prioritize tasks and manage time efficiently to meet all deadlines.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree in a relevant field.

Preferred Education:

  • Bachelor's Degree in Marketing, Communications, or Business Administration. Certifications in Digital Marketing (e.g., Google Ads, HubSpot Inbound Marketing) are a plus.

Relevant Fields of Study:

  • Marketing
  • Communications or Journalism
  • Business Administration
  • Public Relations

Experience Requirements

Typical Experience Range: 2-5 years of hands-on experience in a marketing-related role, demonstrating a broad understanding of marketing principles and practices.

Preferred: Experience in a fast-paced environment (such as a startup or agency) and a proven track record of executing successful multi-channel marketing campaigns. Industry-specific experience (e.g., B2B SaaS, E-commerce, Healthcare) is highly valued.

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