Key Responsibilities and Required Skills for Video Marketing Specialist

🎯 Role Definition

As the Video Marketing Specialist, you will lead the end‑to‑end creation of video assets for marketing and communications—from concept through distribution. You will craft engaging video stories, optimise for platforms and SEO, collaborate with cross‑functional teams (marketing, product, design, analytics), manage multiple shoot/edit workflows, analyse performance and iterate to continuously improve video impact and ROI.

📈 Career Progression

Typical Career Path

Entry Point From:

Video Editor or Producer
Content Marketing Specialist with video focus
Digital Media Coordinator

Advancement To:

Senior Video Marketing Specialist or Video Content Lead
Video Marketing Manager
Director of Video & Content Strategy

Lateral Moves:

Video Production Manager
Creative Marketing Specialist (Video Channel)
Digital Content Manager

Core Responsibilities

Primary Functions

Conceptualise, script, shoot and edit engaging video content for multiple platforms including YouTube, Instagram, Facebook, TikTok, websites and digital ads, in line with the brand’s marketing strategy.
Collaborate with marketing, product and design teams to translate campaign objectives into compelling video briefs, storyboards, and production workflows that meet target audiences and business goals.
Manage all video production phases: pre‑production planning (crew, location, equipment), production execution, post‑production editing, colour grading, motion graphics and audio mixing to deliver polished final videos.
Optimise video assets for search and discovery (YouTube SEO: titles, tags, thumbnails, descriptions) and monitor performance metrics to drive reach, engagement and conversion.
Publish and distribute video content across paid, earned and owned channels; ensure delivery meets technical specifications and platform best‑practices.
Analyse video campaign performance through key metrics (views, watch time, click‑through, conversion, engagement) and use insights to refine future video strategy and production.
Maintain and manage an up‑to‑date video asset library, including raw footage, edited masters, thumbnails, motion graphics, master project files and metadata for easy reuse and optimisation.
Stay current with video production trends, new techniques, emerging platforms and audience preferences; apply innovations to elevate brand video presence.
Coordinate with external vendors, freelancers, motion‑graphics artists or printing/signage teams (where applicable) to scale video production and ensure quality while staying on budget and deadlines.
Manage multiple video projects concurrently: balance priorities, adjust schedules, meet deadlines, and ensure deliverables align with campaign timing and budget constraints.
Produce short‑form content for social channels (reels, shorts, stories), craft compelling hooks and thumbnails to maximise view rate and engagement from first seconds.
Convert complex product or service features into digestible video story formats, interviews, tutorials or case‑studies that resonate with target audiences.
Work onsite and in studio: handle lighting setup, audio capture, camera operations, talent direction, location logistics and ensure high production value in diverse environments.
Support video distribution via email, website, social, webinars or events—create introductory clips, highlight reels, feature videos and adapt content to channel specs.
Perform video editing, colour correction, sound mixing, motion graphics integration and final mastering to ensure professional‑grade visual output.
Integrate video content into broader campaigns: collaborate with campaign leads to align video formats to funnel stage (awareness, consideration, decision) and track impact.
Optimize video file formats, compression, metadata tagging, caption/subtitle generation and accessibility standards to maximise reach and comply with regulatory requirements.
Present video performance and strategic insights to stakeholders and leadership: translate metrics into actionable recommendations and next‑campaign optimisations.
Participate in brand visual integrity: ensure all video content adheres to brand guidelines, tone, style guide, colour palette and design systems across channels.
Mentor and train junior video creators or interns on editing tools, storytelling best‑practices, platform optimisation and production workflows to build team capability.
Evaluate upcoming technologies (360 video, live streaming, interactive formats, AR/VR) and propose pilot initiatives to future‑proof video marketing efforts.

Secondary Functions

Support ad‑hoc marketing or content teams with video content requests, design mock‑ups or quick‑turn editing needs.
Contribute to the marketing team’s content strategy by providing video insights, competitor content analysis and visual storytelling recommendations.
Collaborate across departments (sales, product, events) to translate user experience feedback or content performance data into video format enhancements.
Participate in process improvement initiatives: streamline video production workflows, improve asset tagging, version control, review cycles and production efficiency.

Required Skills & Competencies

Hard Skills (Technical)

Proficient in video production and editing software (Adobe Premiere Pro, After Effects, Final Cut Pro, DaVinci Resolve) and video asset management.
Strong graphic and motion‑graphics skills: ability to create engaging thumbnails, lower‑thirds, titles, animations and transitions.
Knowledge of YouTube, Instagram, Facebook, TikTok and other digital video platforms including platform‑specific formats, specifications and best‑practices.
SEO knowledge for video content: keyword research, tags, titles, descriptions, thumbnails to maximise discoverability and ranking.
Skilled in audio editing and mixing, colour‑grading, lighting setup and camera operation for high‑quality video production.
Competent in analysing video performance metrics: views, watch time, retention rate, conversion rate and using analytics tools to optimise content.
Experience managing production workflows: briefing, scheduling crews/talent, vendor coordination, project‑management and budget tracking.
Familiarity with marketing dashboards, analytics tools (e.g., Google Analytics, YouTube Studio, social insights) and reporting video campaign ROI.
Ability to develop storyboards, write scripts and translate marketing objectives into visual story formats.
Comfortable working in dynamic settings with tight deadlines, multiple projects, and shifting priorities while maintaining output quality.

Soft Skills

Excellent storytelling ability: able to craft narratives that resonate with audiences, align with brand voice and drive engagement.
Strong collaborative mindset: works seamlessly with marketing, product, design, sales and external vendors to deliver video content that supports business goals.
Creative and innovative thinker: constantly seeking fresh concepts, formats and visual approaches to stand out in crowded video channels.
Detail‑oriented and quality driven: ensures visual consistency, seamless edits and adherence to brand standards.
Time‑management and multitasking: manages multiple video projects, deadlines and production phases simultaneously.
Adaptability and resilience: thrives in fast‑moving environments, pivoting quickly when priorities or channels change.
Data‑driven mindset: uses video analytics to inform creative decisions, optimise formats and measure success.
Excellent communication and presentation skills: able to pitch ideas, present results and influence stakeholders.
Proactive self‑starter: takes initiative, drives production without constant oversight and sees projects through to completion.
Audience‑centric thinking: keeps target viewer experience at the core of video strategy and execution.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Video Production, Film, Communications, Digital Media or related field.

Preferred Education:

Bachelor’s degree with advanced certification or Master’s in Digital Marketing, Content Strategy or Media Production.

Relevant Fields of Study:

Film & Video Production
Digital Media & Marketing
Communications & Visual Storytelling
Motion Graphics & Graphic Design

Experience Requirements

Typical Experience Range:

3 to 5 years of professional experience in video production and marketing with demonstrable portfolio of videos and measurable campaign impact.

Preferred:

Experience producing video content for social media, digital ads or marketing campaigns; familiarity with optimisation for platforms such as YouTube, Instagram, TikTok; proven ability to drive video engagement, lead generation or conversions through video strategy.

Key Responsibilities and Required Skills for Video Marketing Specialist