Digital Marketing Skills Roles

Digital Marketing
Job Description And Role Definitions
Helping you recruit and develop the right digital skills in your organisation plus
benchmark your own skills and salary
Authors: Susanne Colwyn and Dave Chaffey (Editor)
Part of the Managing Digital Marketing Teams Toolkit
Template

2 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum.
Recruiting for digital marketing guide incorporating sample job descriptions
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Introduction to our digital recruitment guide
Why use this template?
Supporting the digital marketing recruitment process
This guide provides a range of practical templates and advice from some leading recruitment
agencies to support managers in the recruitment of digital marketing specialists to resource
digital marketing activities within their team structure.
The Job Descriptions in this template are intended to help identify the right type of role and
the right type of person to improve the contribution of digital marketing in an organisation.
Through defining clear competencies for an organisation its intended to save time when
developing job descriptions to advertise for new recruits or recruiting into existing digital
marketing roles.
The role descriptions may also be useful for updating existing employee job roles. In some
companies, HR training plans are created against job skills, linked closely to performance
objectives and the focus is to re-train current marketing staff through CPD (continuing
professional development), courses, exhibitions or external courses. Where companies are
clearly under-resourced in digital marketing or current staff do not have the motivation to
upskill, then the company will need to recruit externally and employ those who can literally
‘hit the ground running’.
The specifications of requirements for digital jobs plus tips and advice in this guide will also
help marketing professionals to identify their own personal career and training goals, in line
with the worldwide growth1
in need for digital marketing skills. On a personal level, it may
also help prepare for interviews since it defines the capabilities sought by businesses.
Job roles covered in this template?
We partnered with UK Jobs Advertising site OnlyMarketingJobs.com to evaluate the top
10 most common types of current digital marketing jobs. This is based on over 2,000 roles
which have been advertised in the past 3 months by a range of recruitment agencies and
direct from employers, and have derived ten relevant templates which list key roles which
are in demand in the UK. We hope these will also be relevant in other countries where our
Expert members are based and we believe they can be applied throughout Europe and in
the US, Canada, Australia and New Zealand where the majority of our members are based.
The roles are focussed on key digital marketing skills include CRM, Analytics, Search, PPC,
Social Media, Social Media Platforms Development and the management of digital platforms
and tools across the Agency and Client-side.,
The digital marketing role job descriptions
We have identified the top ten most important roles, and a template is provided in this guide
for each role.
þþ Analytics Manager on page 8
þþ CRM Manager (incorporating Email marketing) on page 14
þþ Content Manager / Content Marketing Manager on page 11
þþ Digital Director or Head of Digital Marketing on page 21
þþ Digital Integrated Copywriter on page 24
þþ Digital Marketing Manager or Web Manager on page 27
1 Smart Insights infographic showing growth in different digital roles

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þþ Ecommerce Manager on page 30r
þþ PPC Search Manager on page 33
þþ Search Manager and/or SEO Manager on page 36
þþ Social Media Manager (Community Manager) on page 39
þþ Web Developer / Web Designer on page 42
Different levels of seniority in different company sizes
Depending on the size of the company, a “Head of” or “Manager” role such as Digital
Marketing Manager or Ecommerce Manager may be a single person in the team (often a
more junior role in smaller companies) or may have other staff in digital roles reporting into
them (typically a more senior role in a larger company). We have written the job specifica-
tions such that the roles can be amended for these different sizes of company and scope of
work.
Sections of criteria covered within the job descriptions
The templates provide the following sections: Variation of job titles, junior roles to support this
role, location, industry, client/agency-side, summary scope, main duties, person specifica-
tions (soft and hard skills) and current average salary.
When companies are looking to recruit staff within these roles, we believe this is a useful
framework to apply in both writing the job specification and to help with scoring key desirable
and essential skills during the interview stage. It may also be useful to check if anyone
currently in the organisation has these skills, where they work and to check if there is room to
up-skill and if the structure is right for the new role being advertised and pitched at the right
salary. Do pay for what you get and you retain good staff, if you start off right!
From a candidate’s perspective, or someone seeking a new role, it will help them highlight
key skills on their CV which employers are looking for or even show skills which they are
looking to develop.
Salary benchmarks
Naturally you will want to benchmark your salary against similar roles in your region! Salary
checkers are the best bet for this - we give recommendations for these at the end of this
template. Indicative salary ranges for each role are also included.
Related checklists and templates:
þþ Smart Insights Guide to structuring a digital team – gives examples of roles within team
structures of different types and sizes.
þþ Smart Insights Guide to making an investment in digital marketing – explains an approach
to make the case for more investment in digital marketing resources
Tell-us-what you think!
Dave Chaffey and team have developed these checklists based on working with many
types of companies and in training. But improvements are always possible, so please email:
support@smartinsights.com with your ideas on improving this guide or new guides to help
your work. Thanks!

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Tips for recruiting to digital marketing roles
We asked leading recruitment advertising agencies five questions, designed to help
companies with the digital marketing recruitment process and to provide some practical tips
on what to look for when recruiting digital staff’.
The agencies interviewed, were Michael Page, Networking Marketing and OnlyMarketing-
jobs.com, who have worked closely with us on this guide .
Recommendations from Dan Boneham of Michael Page
Hints and Tips from Dan Boneham, Senior Marketing Consultant at Michael Page.
Q1. What would you say are the top 5 tips you would give a company to help them sift
through the job applications?
I have a “Yes”, “No” and a “Maybe” pile. If you have enough yes’s for a strong shortlist then
fantastic, if not then revisit some “maybes”. Work in intervals to ensure you maintain 100%
concentration when sifting through candidate’s application forms.
How a candidate writes their application is important, a lack of attention to detail regarding
grammar and structure is a good indication to their attitude to work. If a candidate has
worked in numerous contracts do not necessarily read too much into this; the current climate
has made it hard to find long term opportunities.
I also recommend having a list of essential and desirable skills to tick off when assessing a
candidate’s eligibility for a position
Q2. How can a company ensure that a candidate can deliver and not just ‘ talk the talk’?
We normally recommend introducing a practical task based on what the candidate would
be expected to do in the role. In any interview a candidate may have the ability to sell
themselves much more than another but introducing the practical task element gives
candidates who are not as strong in an interview to show their true strengths.
Q3. Are there any tips you can give companies to improve their job specifications, to help to
recruit the right candidate?
I believe that taking the time to discuss the role with the Line Manager in as much detail
as possible ensures that the Advert you release to potential candidates is as accurate as
possible. 10 minutes of a Line Manager’s time at the beginning of the process can save your
company much more time and money recruiting the right candidate.
Q4. From your recent experience, what have been the digital skills gaps which companies
are looking to fill?
Digital is something that in the last 18 months – 2 years has seen a tremendous increase in
demand, most notably in Social Media. Businesses have highlighted the importance of using
online platforms such as Twitter, Linkedin and in some instances Facebook to market their
business effectively.
Social media is a skill that businesses are increasingly looking to take advantage of. As I am

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a marketing specific recruiter this is obviously not an overview of the whole market but in
marketing social media is a skill which can be the difference between being successful and
unsuccessful in an application.
Q5. What advice would you give Interviewers to ensure they are asking the right questions,
to ensure the candidates can deliver against the job specification?
Interview questions are all about asking open questions to get as much information from
the candidate as possible. Closed questions will more commonly than not get a Yes or No
answer.
As an interviewer, I will always go through each point on a job description and ask the
candidate to relate their previous experience to that particular section of the job specification.
Ask candidates to go into as much detail as possible and probe as far down into the
mechanics of a role as you feel is necessary to discover the candidates true contribution to
the previous jobs.
Recommendations from Mark Lennox of OnlyMarketingjobs.com
Hints and Tips from Mark Lennox, Co-Founder OnlyMarketingJobs.com.
I’d actually take it back a step and make sure you have some simple and fair filter questions
based on location, work visa and essential skills. These are equally helpful to the candidate
to ensure they don’t apply for the wrong positions.
Review the candidate’s summary. As long as it’s not a generic one (which are pointless) you
should see and overview of the candidate’s experience without having to search through the
whole CV.
There’s only a certain amount of time an unsuitable or inexperienced candidate can mask
their experience. The main areas delve deeper are:
þþ Facts and figures
þþ Their online profile on Linkedin, Facebook, twitter. Start by ‘Googling’ them. You’re looking
for a professional, descriptive, well written profile with recommendations (especially within
LinkedIn).
þþ Taking references
þþ Ask questions based on live scenarios
Firstly it’s important to understand the difference between a job specification and a job
advert. A job advert is displayed on job boards such as Onlymarketigjobs.com and is used to
attract candidates. A job specification is used to provide a full description of the role once the
candidate has applied. A job spec is also used to provide acting recruitment consultants a
solid brief. Get it round the wrong way and you’ll struggle to recruit.
For job adverts I recommend:
þþ 1. use a generic job title.

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þþ 2. make it exciting and interesting, sell the job and the company.
þþ 3. keep it brief, no more than 200 words.
þþ 4. don’t be too picky, you’d rather receive an application and then reject, than miss out all
together.
For Job specs I recommend:
þþ 1. Make it informative and factual.
þþ 2. Ensure you cover the most important components, about the company, about the role,
about the skills and experience you will need, the package and benefits including training,
career progression etc
þþ 3. Don’t state the obvious, everyone wants a team player with excellent communication
skills.
I’d say:
þþ Social Media Management
þþ Community Management
þþ SEO
þþ PPC
þþ Analytics
Recommendations from Jonathan Hirst, Network Marketing
Hints and Tips from Jonathan Hirst, Managing Director of Network Marketing.
þþ Be clear about your ‘key’ requirements, usually we’ll have 5 key things that we’re looking
for that should jump out of the CV.
þþ Trust your instincts when speed reading the CVs on your long-list, they’ll probably be
right.
þþ Judge a book by its cover; if the CV has errors, is poorly formatted or, frankly, just doesn’t
look right then the chances are the candidates will be a disappointment too.
þþ Don’t waste time reading lengthy paragraphs of people’s ‘personal statements’. They
won’t help you to determine if the person can actually do the job.
þþ Use social media (LinkedIn primarily) to do a little extra research before you commit to
interviews.
This is entirely down to the interviewers ability unless you are recruiting for a role that can be
tested (even then there can be anomalies here). We provide interview training that explains
how to ask questions that enable you to probe further than the initial response you receive.
These types of probing questions mean that you are pushing the candidate beyond their
comfort zone and very often cracks in their responses will start to appear.

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Try to avoid a ‘templated’ (dare I say it, HR) approach to specifications. Some of the worst
specs that we see are ones where the recruiter seems to have begrudgingly filled in every
box with banal statements, copied information and generalisations. Stick to a simple formula
that encompasses truly what the role is and what you need people to be able to do.
The biggest gap is in those people who would probably be classed as ‘middle-weight’.
By that we mean Account Manager level both on account handling and digital creative/
developers. Overall however the demand for digital staff is very high and there are volume
shortages rather than skill shortages.
The roles
We currently have 12 roles covered which cover all the main roles in a digital team. These
are, in alphabetical order:
þþ Analytics or Digital Insights Manager
þþ Content / Content marketing manager
þþ CRM Manager
þþ Digital Account Manager/ Sales Director
þþ Digital Director / Head of Digital
þþ Digital Integrated Copywriter
þþ Digital Marketing Manager
þþ Ecommerce Manager
þþ PPC Search Manager
þþ Search Manager
þþ Social Media or Community Manager
þþ Web Developer Designer.
The templates below provide a framework when recruiting to these ten roles and a checklist,
to ensure that this role will fit into both the structure of the organisation and meet the key
digital skills gaps.

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Analytics or Digital Insights Manager
Analytics roles are increasingly important in marketing teams since there is a need to
demonstrate ROI and improve efficiency of digital channels. Often these roles combine
marketing and digital marketing elements and may be shared with similar roles in a separate
business analyst or finance team.
Job description for Analytics or Digital Insights Manager
1. Role: Analytics Manager/ Insight Manager
Variation of job titles with the same responsibilities: Head of Analytics, Analytics Executive
Manager, Lead Analyst, Insight Analytics Manager, Senior Insight, Analyst and Senior Web
Analyst.
2. Junior roles within the team
Analytics Executive, Insight Analyst and Web Analyst.
3. Location
4. Industry sector
5. Client/Agency side
6. Summary/Scope of role
7. Main Duties /Areas of responsibility
þþ Responsible for the accurate implementation of visitor, lead and sales tracking and
analysis across multiple platforms.
þþ Develop business reporting to improve actionable insight by creating relevant dashboards
showing commercial performance and the effectiveness of marketing through KPIs.
þþ Present key recommendations from reports, including actionable insights for key
stakeholders, including customer profiling data to feed into marketing strategies.
þþ Responsible for Web Analytics and optimisation solutions and systems.
þþ Define, monitor and implement the Web Analytics strategy and associated data analysis.
þþ Provide relevant analytics and systems training to teams where relevant.
þþ Develop strong relationships and engage with teams to obtain data for the business and
understand the importance of analytics.
þþ Identify up-to-date relevant tools to support data management and analysis of campaigns.
þþ Recommend and implement data modelling techniques for forecasting and insight for the
business, including A/B or multivariate testing.
þþ Understand and implement segmentation such as Lifetime Value, Behavioural analysis
and Model behaviour.
þþ Some roles are heavily focussed on the understanding of brand creation and creating
customer insight plans to support it.
þþ Some roles ask for concept testing; link tests, adtracking and brand positioning (focused
towards Marketing Data Analyst jobs).

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þþ In larger organisations, roles involve working with related departments named as CRM
and Marketing teams.
8. Person Spec: Skills and Experience
Management/Softer Skills
þþ Pro-active and results orientated.
þþ Engage and influence stakeholders.
þþ Strong analytical skills.
þþ Strong communication skills and ability to translate data into commercial actionable plans.
þþ Astute commercial acumen.
þþ Entrepreneurial flair (some roles) and cultural fit!
þþ Comfortable with being ‘vocal’ and ‘challenging opinions!’
þþ “Hit the ground running” – key buzzword these days!
þþ Excellent project management skills and attention to detail.
þþ Ability to multi-task.
þþ Experience and comfortable with presenting to senior management teams.
þþ Strong Leader and ability to nurture the team and grow a team!
Technical/Specific experience
þþ Previous experience of customer driven organisations! (all companies!)
þþ Experience of analysing complex data and large data volumes.
þþ Knowledge and application of best practice customer insight principles.
þþ Understanding of product and service design.
þþ Some roles ask for background in research.
þþ SAS, SPSS or CRM Database experience (some roles).
þþ Background in research (some roles).
þþ Some roles ask for sector specific experience.
þþ Track record of identifying growth opportunities for the business from data analysis.
þþ Take ownership of the insight plan at a brand level (some roles).
þþ Experience of analytical tools.
þþ Knowledge of Advanced Excel and VBA programming.
þþ Experience of building statistical models (logistic, regression, clustering etc) for more
junior / analytical roles.
9. Core Competencies
These tend to be required for public sector roles and private companies can interview
candidates based on competencies. Some may include Leadership, Communication,
Creativity, Project Management, Financial and Problem Solving.
10. Professional Qualifications and Associations
þþ At least 5 years experience in a data analytical role.

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þ Degree in Maths, Economics, Statistics, Physics or Business (some roles).
þþ Some roles ask for Masters in Stats or advanced SAS techniques including macros.
11. Salary ranges
UK: £48K Average, £39K - £73K (LinkedIn)
US equivalent - Market Research analysts $42K - $64K

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Content Manager / Content Marketing Manager
1. Role:
The variation on job titles spans both Content Marketing management (more focused on
content promotion and distribution) and Content Management (more focused on content
quality include content management platforms and process. The roles are Digital Content
Manager, Web Content Manager, Programme Communications Manager, Content and Com-
munications Manager, Senior Communications Manager, Senior Content Manager – Data
and Analytics, Online Content Manager, Online Marketing Manager and Marketer/Copywriter.
Job description for the Content Manager
The more junior roles include Junior/Senior + Job titles above,
3. Location
4. Industry sector
þþ Leading and overseeing the research, development and production of quality content for
on-line and off-line publicity channels (particularly for Content Marketing) channels.
þþ Managing con campaigns, across online and social media channels and marketing
automation.
þþ Increasing awareness of the brand, product and services both internally and externally
through outreach and social media amplification.
þþ Manage aspects of the website content and for some roles, asks specifically for
knowledge of SEO experience, e.g. keyword research, on-page optimisation, technical
SEO and link-building best practices.
þþ Ensure Content Marketing is integrated with the PR Strategy.
þþ Ability to write (more junior roles) a variety of content across channels, including blog
posts, emails, and social media in a variety of formats for newsletters, case studies,
marketing publicity etc. Some roles state the person is solely responsible for the digital
content strategy.
þþ Create internal content, including presentations emails, brochures and internal sales
collateral.
þþ Own and manage the branding guidelines and check for compliance.
þþ Some roles ask for PPC campaign management.
þþ Some roles ask for survey and poll experience
þþ Responsible for development the PR Strategy, both on and off-line.
þþ Some roles ask for the management of teams along with external suppliers and key

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stakeholders.
It varies across roles to the skills/experience which are set as desirable and essential.
þþ Excellent writing and editorial skills.
þþ A ‘creative thinker’
þþ Passionate and ‘an eye on cutting edge’ platforms.
þþ Line management experience.
þþ Budget experience.
þþ Team skills.
þþ Excellent project management skills.
þþ Ability to liaise with senior management and influence key decision-makers.
þþ Line management experience.
þþ Ambitious and confident.
þþ Results focused.
þþ Eye for detail and meticulous
þþ Curate and promote digital content
þþ Technical/Specific Experience
þþ Digital channel experience and some specify the channel (ie. Facebook, Twitter LinkedIn,
Discussion groups)
þþ Knowledge of data analytics and processes
þþ Video production experience.
þþ Ability to interact with engaging content across social media, and can represent the
company with the right messages.
þþ Some roles are seeking experience in specific CMS, e.g. Wordpress, Drupal, CQ5,
Joomla and understanding of HTML.
þþ Experience in writing for different audiences.
þþ Some dual roles ie. Digital Manager/Content Manager are looking for experience in
managing and delivering search marketing and analytics reporting.
þþ Some sectors are looking for sector experience ie. In Retail or managing content for a
global audience
þþ Some roles asking for Adobe Indesign, Illustrator or Photoshop, and CSS skills
þþ Analytical skills including Google Analytics
þþ Experience of working with Graphic Designers on Infographics and Interactive graphics.
þþ Experience of social media listening tools including Radian6
þþ Understanding of user engagement and social media
þþ Understanding of B2B tech landscape

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þþ Degree or relevant qualification with the CIPR. Some ask for a Journalism Graduate
þþ Experience of working with editorial or content.
þþ Previous marketing experience.
11. Salary ranges
UK LinkedIn: £45K average. £35K - £87K (high-end ad copywriters?)
US: $39K - $61K

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CRM Manager (incorporating Email marketing)
Customer Relationship Management can be managed differently according to the business
case and goals of the organisation; whether is focussed towards systems or customer com-
munications strategy and this is reflected in the scope of job description.
Consequently, the roles can include any combination or single focus towards: CRM systems
to integrate systems to support conversion or acquisition campaigns, email marketing
planning and execution, improving the customer service, improving the customer experience,
contact strategies and customer journey mapping.
It can be difficult to define generic skills for this role, as it’s important to consider the above
and also the existing skills within the organisation, and whether the deployment of systems is
in-house or external. This can often lead to either the Systems or Marketing team driving and
managing this role, which again can reflect the job description.
Job description for CRM Manager
1. Role: CRM Manager
Variation of job title with similar responsibilities are named as: Digital and CRM Manager,
Head of Digital CRM, Social CRM Manager, CRM Project Manager, CRM Marketing Officer,
CRM Team Manager and CRM Campaign Manager. On the Agency side, the roles include
Account Manager and Account Director with a CRM Specialism and / email marketing.
Email and CRM Executive, CRM Analyst, CRM Planner, CRM (Database) Executive,
Customer Experience (Analyst, Executive), Senior CRM Adviser/Executive and Senior
Planner(CRM).
3. Location
4. Industry sector
þþ Responsible for customer data quality including accuracy, relevance, completeness and
security of data across the organisation.
þþ Develop and manage multichannel communication programs, and identify added value
communication strategies.
þþ Plan and manage contact strategies to support lead nurturing, conversion, retention,
cross-sell, up-sell or to reduce churn rates.
þþ Liaise closely with other departments and engage stakeholders to ensure the CRM
Strategy and tools are fully embedded across all integrated campaigns, and ensure ROI
is demonstrated.
þþ Identify social media trends to keep the business focussed and at the forefront of digital

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trends.
þþ Take ownership for the Social, CRM and Contact Strategies.
þþ Evaluate, monitor and produce reports including KPIs for CRM (and email marketing)
strategies.
þþ Plan data selection, segmentation and prepare campaign lists. Ensure the systems can
support data selection required.
þþ Improve ROI and customer lifetime value across all campaigns.
þþ Drive customer insight through the business and manage consumer research
programmes.
þþ Embed CRM across the brand to improve loyalty or assess opportunities to increase
sales.
þþ Responsible for all technical aspects of the CRM and email system, to ensure
optimisation, delivery and service.
þþ Some roles include email marketing and / online marketing and the planning, creation and
testing of campaigns..
þþ Contribute to systems and processes documentation, design and customisation,
configuration of CRM Systems.
þþ Communicate system changes to users and provide training.
þþ Management of external agencies, including CRM suppliers and Social Media.
þþ Pro-active and results orientated.
þþ Analytical mind.
þþ Manage a team; lead and motivate.
þþ Passion for digital techniques and technologies.
þþ Comfortable with stakeholder engagement, working across departments to manage
expectations and prioritise work.
þþ Passionate about customer centric communications.
þþ Confident and good at all aspects of communication.
þþ Organised, practical and influential.
þþ A professional and competent consumer focused marketing expert.
þþ Ability work to tight deadline dates, and support staff at all levels and from other teams.
This varies across roles to those specified as desirable and essential.
þþ Specific roles ask for experience of CRM systems and tools i.e. Unica, Teradata, Microsoft
Dynamics, Siebel, Sage, SAS and CVM.
þþ Specific roles request data selection experience in Chordiant, TCRM, ARM, Fast Stats,
SQL and SPSS.
þþ Experience of CRM platforms and marketing automation.
þþ Experience of social media monitoring tools and social media to include SEO, PPC and

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Display(some roles).
þþ Experience of using Web Analytics packages.
þþ Some roles ask for knowledge of email service providers.
þþ Analytical skills, with the ability to interpret and manipulate data and drive actionable data/
insight into campaigns, working with large databases for data segmentation and data
mining.
þþ Experience of database management.
þþ Experience of gathering data requirements from users.
þþ Track record of delivery of campaigns in particular communication and complex
campaigns.
þþ Experience of working in a Direct Marketing. Multi-channel or Analytical environment.
þþ Track record of delivering multi-audience CRM strategies in a B2C and / B2B
environment. Some ask for specific sectors.
The more CRM Analytical roles highlight the additional skills:
þþ Experience in configuring systems,
þþ Ability to produce workflow diagrams and process requirements.
þþ Training, mentoring and workshop delivery.
þþ Experience of implementing fully cycle CRM installations.
The more junior roles highlight the following:
þþ Proficient in Microsoft Office, in particular Excel and Access.
þþ Experience in email campaign management and systems.
þþ Analytical and creative skills.
þþ Analyst roles ask for sales tools such as Eloqua, SFDF, Salesforce, SAS, SQL and
predictive modelling.
þþ Maintain and manage lists for contact strategy.
þþ Manage brand, style and content for comms strategy.
þþ Some roles ask for sector experience.
Creativity, Project Management, Financial and Problem Solving,
þþ Degree educated
þþ Some roles require at least 4 -5 years experience in CRM or for the analytical roles, more
specific around systems expertise.
þþ Junior roles ask for a Degree and 2 years email campaign management experience. 
þþ All roles are asking for degrees for specific systems or software experience rather than
professional qualifications.

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11. Current Salary Range
UK: £39K Average LinkedIn. £26K - £69K
US: $42K - $70K

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Digital Account Manager or Sales Director
(Agency role)
The Digital Account Manager or Sales Director roles are agency roles.
It basically is the traditional Account management Agency role with digital marketing account-
abilities.
The seniority of these roles are reflected by the salaries and job descriptions, which can
determine different specifications i.e. some ask for very specific digital marketing skills rather
than management/leadership responsibilities. The common theme is the over-arching re-
sponsibility for managing and delivering digital marketing campaigns.
Dependant on the sector, some roles are focussed towards one specific digital channel such
as video, or ad serving where others are more multi-channel focussed i.e. SEO, PPC, email
marketing, mobile, etc.
Job description for Digital Account Manager/Sales Director
1. Role:
The variation on the job titles include: Digital Account Director, Digital Agency Account
Manager, Sales Director for Social Media Platforms, Sales Director (Plus specialism i.e.
sector or digital area), Account Director (Plus specialism i.e. integrated, research, channel
marketing) and Digital Sales Account Manager.
The more junior roles are advertised as: Junior Digital Account Executive, Senior Digital
Account Executive and Sales Executive (Rich Media).
3. Location
4. Industry sector
þþ Responsible for developing client relationships and closing the ‘sale’.
þþ Write briefs with detailed functionality specifications (i.e. wireframing).
þþ Brief and manage creative teams, and understand all processes and platforms.
þþ Responsible for forecasting and profitability, reporting on ROI and maximising financial
revenue.
þþ Explore new partnerships clients.
þþ Ability to work with and manage multi-disciplinary teams i.e. brand, research, technical,

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etc.
þþ Ensure customers are fully briefed and kept up-to-date with all digital marketing
opportunities to reflect their business.
þþ Responsible for the quality of service and delivery of all integrated campaigns across all
channels including SEO, PPC, Facebook, LinkedIn,Twitter, etc.
þþ Responsible for on-line PR strategies and content where required.
þþ Goal orientated.
þþ Fun, dynamic person!
þþ Comfortable with troubleshooting!
þþ Work independently and self motivated.
þþ Ability to motivate a team.
þþ Excellent customer service skills.
þþ Problem solving and project management skills.
þþ Strong analytical skills.
þþ Passion for technology.
þþ Passion for client satisfaction.
þþ Passion for revenue and efficiency.
þþ Excellent communication skills and open to ideas and feedback.
þþ Ability to manage complex projects.
þþ Ability to write complex integrated digital campaign briefs.
þþ Innovative and creative mind.
þþ Experience of working on global brand.
þþ Delegate, coach and Inspirer.
þþ Naturally charismatic!
þþ Understand the client’s technology, products, services and market.
þþ Sales person with associated sales skills - passion to win business.
þþ Proven experience of revenue generation.
þþ Digital Expert and stay abreast of digital and market trends.
þþ Understand analytics and software packages.
þþ Understanding of social media engagement strategies and successful attributes.
þþ Knowledge of social media platforms (Facebook, LinkedIn, Youtube, Twitter etc) and
deployment strategies.
þþ Experience of content creation.
þþ Understanding of interactive strategy.
þþ Experience in particular sectors (for some roles).
þþ Understanding of brand strategy and deployment.
þþ Experience of working on global brands.
þþ Some roles ask for understanding of CRM, mobile and website design and build.

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þþ Some roles ask for understanding of CMS systems and email marketing.
þþ Some sales roles ask for specifics around the product / service (working with large
brands, FMCG etc).
þþ Some ask for experience in digital tools /platforms i.e. Video, .Ad serving tools.
þþ BSc/BA or equivalent experience required.
þþ Digital or online advertising industry experience preferred.
þþ Varies from 3-4, to 7-10 years experience in Digital Marketing Agency or similar
environment.
UK: £29K LinkedIn average. £25K - £35K
US: $45K - $83K

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Digital Director or Head of Digital Marketing
1. Role:
The variation on the job titles include Group Digital Director, Digital Account Director, Direct
Account Director/Digital Account Director, Director – Digital Marketing, Digital (specialism –
Advertising) Account Director, Strategy Director and Business Director.
Job description for Digital Director
2. Alternative role names we found in our review include
Head of Digital Marketing, Head of Digital, Head of Digital Transformation, Senior Digital
Strategist.
3. Location
4. Industry sector
þþ Define a vision of how digital marketing will contribute to brand development
þþ Responsible for brand engagement and improving the customer experience.
þþ Contribute to growing online communities and social media platforms (specific roles).
þþ Manage the creation and implementation of the digital marketing strategy, including social
media, content marketing, organic search and paid search.
þþ Responsible for associated digital marketing systems, processes and technologies.
þþ Set KPIs and ensure all activities are evaluated, co-ordinating across appropriate internal
departments including the Customer Insight and Analytics Team ensuring growth,
engagement and loyalty.
þþ Understanding marketing channel attribution and tracking methodology.
þþ Responsible for the digital marketing budget and reporting to senior management.
þþ Responsible for the content marketing strategy and/or social media strategy.
þþ Champion customer satisfaction and engagement through enhancing the multichannel
customer experience (some roles).
þþ Oversee the SEO Strategy, and ensure best practice is adopted, reviewed and monitored.
þþ Responsible for leading and driving interdepartmental teams through the brand’s digital
strategy planning and development, and leading the team across digital marketing and
the entire customer journey, ensure all touchpoints are aligned.
þþ Mobile strategy development and design of the mobile marketing roadmap.
þþ Oversee the development of training plans (some roles).
þþ Develop relationships with digital agencies/vendors and involved in vendor selection.
þþ Assess new digital marketing tools and techniques, and regularly review for best fit for the
business.
þþ Ability to contribute to the Editorial and Management Team on strategic initiatives (some
roles).

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þþ Persuasive communication skills and for agency roles – articulate, confident and
client-facing skills.
þþ Excellent project management and presentation skills.
þþ Ability to multi-task under pressure.
þþ Passionate and energetic.
þþ Open minded and ‘thinks creatively out of the box’, forward thinking.
þþ Self motivated with ‘can do attitude’.
þþ Analytical – can translate data into actionable insight, critical thinker and problem solver.
Ability to translate strategies and turn complex ideas into practical marketing campaigns,
across multiple projects.
þþ Resourceful and can identify requirements, without direction.
þþ Flexible and adaptable.
þþ Team player.
þþ Particular style of leadership for example metrics-driven.
þþ Strategic acumen with the ability to influence and motivate, without formal authority.
þþ Ambitious and ability to drive the business forward.
þþ Excellent at building and developing relationships.
þþ Negotiation skills.
þþ Ability to lead a team and motivate.
þþ Some roles ask for candidates to share specific values of the company, which are listed.
For example, develop and grow people to be the best at what they do.
þþ Passion to stay abreast of new developments and technologies and not frightened of
change.
Technical/Specific Experience
þþ Indepth and up-to-date knowledge of latest digital and social media techniques, and digital
landscape.
þþ Digital marketing and social media experience (social media marketing, content
marketing, SEO, SEM, Affiliate marketing, Digital Design, Social Paid Advertising, Web
Development)
þþ Experience of persona-based segmentation (some roles).
þþ Hands on experience of translating digital marketing objectives into strategies, with
appropriate tactics.
þþ Experience of managing websites, intranet, ecommerce sites.
þþ Experience in B2B tactics.
þþ Agency experience or agency role.
þþ Some multinational brands are looking for international experience. (For multi-nationals).

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þþ University degree with specialism in Marketing, Economics or Business. Some ask for a
MBA.
þþ Varied, 5, 7 or 10 years experience in agency/corporate – in digital marketing, Some roles
ask for specific experience ie media agency/owner.
þþ Some roles seeking previous experience as Marketing Director, Head of Marketing, Digital
Director, or Associate Director.
þþ Some roles, are asking for a minimum of 5 years management experience.

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Digital Integrated Copywriter
With content marketing growing in importance, this role is changing. Social media channels
have also placed more strain on company copywriters.
This role is more than the traditional Copywriter who was responsibility for writing on-line
(websites, Facebook pages, Press-Releases, websites, etc) and off-line content (leaflets,
adverts etc), proof-reading and branding guidelines. It some cases, it has become more
strategic and includes responsibility for the content strategy across social media channels
as well (apps, website, Facebook, etc). Copywriters will be asked to consider the customer
journey and goal conversion and CTAs in their content. At the same time, it will require
knowledge of writing content which improves the website’s visibility for Search Engine
Optimisation (SEO), and the ability to use software to support this.
It’s clear from some of the advertised roles that the Copywriter is to lead on the content
strategy in line with using customer insight, writing content for emails and often being asked
to test content across different platforms, with emphasis on using different systems and tools!
These roles may exist in PR departments, Web, Digital or Social Media Teams according to
the organisation.
Job description for Digital Integrated Copywriter
1. Role:
The variation on the job titles include: Digital Content Executive, Digital and Marketing
Content Manager and Social Media content Manager.
Many of the Digital Marketing roles, in particular Ecommerce, Digital Marketing, Search and
SEO are asking for copywriting skills.
The more junior roles are advertised as: Copywriter (Plus Specialism), Digital Copywriter,
Corporate and Internal Communications Copywriter, Marketing Copywriter, Junior SEO
Copywriter, Copywriter/Blogger, Mid-weight Copywriter, Senior Digital Copywriter and Social
Media Content Executive.
3. Location
4. Industry sector

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þþ Liaise with external Agencies and internal departments on digital marketing projects.
þþ Plan and write digital content to support the social media and on-line strategy, for each
relevant audience and marketing channel (email, apps, website, Facebook, etc).
þþ Chair meetings to coordinate the content management strategy.
þþ Some roles include traditional PR content writing for Press-releases and newsletters.
þþ Update online content via the content management systems (CMS) and email marketing
platforms.
þþ Report on digital marketing campaigns, to show conversion rates and analytics on key
goal conversions.
þþ Produce training and best practice guides to manage content and relevant systems.
þþ Develop testing models to ensure content is appropriate for target audience and provides
a positive customer experience, in line with the CTAs or business goals.
þþ Optimise campaigns for SEO , using keyword tools and develop metrics to show ROI.
þþ Ensure the content portrays brand values, and is engaging for website traffic.
þþ Recommend creative content for online communities in addition to creative.
þþ Use customer insight to monitor visitor engagement and change content in line with
customer requirements.
þþ Ensure website content and content for apps is relevant and up to date.
þþ Creative with passion for content across all platforms i.e. website, video, photography and
digital media.
þþ Price and accuracy in attention to detail - excellent proof-reader.
þþ Not frightened to debate content and be customer’s voice!
þþ For an Agency role - confident in engaging with clients.
þþ Pro-active to keep up to date with the company’s products, services and marketing
campaigns.
þþ Keep up to date with all branding processes and guidelines (may be responsible for
creating these in some roles).
þþ Willingness to share knowledge and expertise, and guide other colleagues.
þþ Results focused.
þþ Multi-task and stay calm!
þþ Some roles ask for creativity!
þþ Keep up to date with asset management and best practice.
þþ Understand regulatory requirements which impact content management for the website
and external communications. i.e. in financial services understanding of FSA, or
Ecommerce legislation, Data Protection, etc.
þþ Experience of YouTube videos and customer engagement content (some roles)
þþ Experience in using CMS system and uploading data.

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þþ Experience in HTML coding (some roles).
þþ Some experience in design packages i.e. Adobe Photoshop, Adobe Fireworks
þþ Ability to use analytics to help with content management.
þþ Good knowledge of email, PPC, SEO, Social Media (for some roles).
þþ 1-2 years experience in managing digital content.
11. Salary ranges
UK: £45K average from LinkedIn. £35K - £87K (High-end ad copywriters?!)
US: $39K - $61K

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Digital Marketing Manager or Web Manager
The traditional Marketing Manager role has shifted to include digital skills in many
organisations who recognise the importance of these channels. In larger organisations,
digital marketing requires additional focus, so many companies are recruiting for this key role
with specific responsibility for managing digital marketing.
Job description for Digital Marketing Manager
1. Role:
The variation on the job titles include: Head of Digital Marketing, Digital Marketing Director.
Digital Sales Manager, Clear Agency roles include Account Director- Digital, Digital Planners
and Digital Account Directors.
The more junior roles are advertised as: (Senior) Digital Marketing Executive, Senior
Marketing Executive, E-Commerce Marketing Professional, (Junior) Digital Project Manager
and Digital Marketing Assistant.
However some of the titles can be misleading as some salaries and scope of responsibilities
reflect a management role.
3. Location
4. Industry sector
þþ Create digital marketing strategies and implement digital marketing plans or roadmaps to
support lead acquisition and brand awareness objectives across the business to include
digital PR, SEO, PPC, Social CRM, Affiliate and Email marketing.
þþ Ability to drive new leads via online channels and demonstration or evidence of ROI
þþ Ability to grow customer base via digital marketing channels.
þþ Manage desktop and mobile sites to improve customer experience, customer satisfaction
and business value generated.
þþ Maintain and update websites with local marketing teams or external agencies.
Includes optimisation of web pages, landing pages, conversion strategies and technical
requirements.
þþ Ability to interpret research to support content strategies and multichannel (or
omnichannel) user experience journeys.
þþ Manage and measure integrated campaigns to include online such as search, affiliate,

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email, social media, PPC and SEO. Report on results and set organisational KPIs and
implement within dashboards using Google Analytics or other analytics packages.
þþ Social media planning and management to include blogs, LinkedIn, Twitter and Facebook.
þþ Measure and interpret data to include customer profiling and behaviour across customer
journey mapping and web traffic data and PPC analytics.
þþ Email marketing experience, with the understanding to nurture relationships with new
prospects and existing customers, for retention and upsell/cross-sell opportunities and to
demonstrate ROI.
þþ Ability to interpret research to support content strategies and multi-channel user
experience journeys.
þþ CRM strategy and integration across digital platforms.
þþ Manage multichannel agencies including Branding, Digital, Display, SEO and PPC.
þþ Copywriting and brand experience for all channels including web, email marketing and
off-line.
þþ Creative experience demonstrated across marketing campaigns for new content.
þþ Excellent interpersonal skills, verbal and written communication.
þþ Attention to detail.
þþ Organisational skills and ability to multi-task.
þþ Project management skills and ability to deliver on time.
þþ Strong leadership in managing a team.
þþ Highly motivated, confident, resilient and positive attitude.
þþ Passion for digital and online media.
þþ Strategic and creative.
þþ Energetic team player!
þþ Analytical mind to analyse data and metrics and translate insight into actionable
strategies.
þþ Thought leader and passional bout digital marketing.
þþ Understanding of HTML and CSS (not essential for all depending on role seniority).
þþ Experience of using Content Management Systems (CMS).
þþ Understanding of Google Analytics or equivalent.
The more junior roles specify:
þþ Advanced Microsoft Word and Excel skills.
þþ Knowledge of web layout and browser compatibility issues.
þþ Understanding of SEO.
þþ Experience of online-video.

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þþ Experience of Wordpress.
þþ Understanding of PHP, CSS, Javascript and Adobe.
þþ Write copy for banner ads and rich media.
Some of the traditional Marketing Manager’s roles which are advertising are only addressing
digital skills in the job specification and not in the title and requesting:
þþ B2B or B2C ECRM.
þþ Search Strategy (Natural, PPC, SEO).
þþ Social Media Planning.
þþ On-line digital marketing experience and some focus on E-Commerce site experience.
þþ Ability to understand website requirements for both brand and social media integration.
þþ Degree or equivalent Marketing, Communication, Advertising or business qualification
þþ Professional qualification i.e. CIM or IDM
þþ Google Adwords Certification or the equivalent (for some, but not all).
þþ 3-5 years online digital marketing experience.
11. Salary ranges
UK: £28K LinkedIn average. £22K - £43K.
US: $56K - $95K

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Ecommerce Manager
The E-Commerce Manager is a similar role to a Digital Marketing Manager, but with key
responsibilities for the company’s E-commerce site where customers and prospects can buy
products or services online. Their main focus is to ensure the customer journey is constantly
optimised and evolves in line with customer expectations, and revenue is maximised for the
organisation across the site.
Job description for Ecommerce Manager
1. Role:
The variation on the job titles include: Ecommerce Marketing Professional, Commercial
Ecommerce Manager, Ecommerce Trading Manager, Digital and Ecommerce Manager,
Digital Marketing Manager – Ecommerce, Ecommerce Manager (Plus specialism ie
Fashion), Ecommerce Strategic Development Manager, Ecommerce User Experience
Manager and Ecommerce Account Manager.
The more junior roles Ecommerce Marketing Executive, Ecommerce Executive, Ecommerce
Assistant, Ecommerce Marketing Assistant, Ecommerce Web Technician and Ecommerce
Marketing Analyst.
3. Location
4. Industry sector
þþ Some roles ask for experience in CRM, SEO, PPC, Affiliate and Display.
þþ Manage Agencies, affiliate partners and supplier relationships.
þþ Ensure Social Media strategy supports marketing and business plans.
þþ Formulate and delivery the digital marketing strategy for customer acquisition.
þþ Responsible for leading and implementing the E-Commerce strategy.
þþ Responsible for measuring campaigns, to maximise conversion and retention rates
þþ Responsible for the online customer journey experience, and focussing on improving
website and social media integration.
þþ Ensure full testing and monitoring measures in place to optimise the journey, customer
satisfaction and site functionality. Recommend and implement enhancements.

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þþ Analyse SEM results, site abandonment and user journey to improve the customer
experience and maximise revenue.
þþ Produce MI reports, to show sales performance and key metrics for the online strategy.
þþ Monitor and evaluate the website content (and social media platforms where relevant) and
ensure the content represents the ‘corporate voice’ and brand values.
þþ Liaise closely with the marketing teams to define and understand the brand, and support
commercial campaigns.
þþ Manage a team and ensure tasks are prioritised and delivered on-time.
þþ Hub between the sales and brand marketing, to drive the ecommerce channel . Ensure
it’s customer focussed, engaging and drive sales, online engagement and brand
awareness.
þþ Some roles ask to take responsibility for the website imagery and content, including the,
website structure and vendor management.
þþ Responsible for the management of online customer service.
þþ Develop new product launches.
.
þþ Excellent communication skills.
þþ Passionate about results and can demonstrate methodology used to achieved success.
þþ Passionate about keeping abreast of the online retail market!
þþ Some roles ask for Ambitious and appetite to take on more responsibility!
þþ Methodical approach and problem solving skills.
þþ Ability to stay calm and work under pressure!
þþ Ownership of large budgets.
þþ Strong customer service experience and hands-on.
þþ Not scared to give presentations and engage /influence stakeholders!
þþ Experience of budgets and demonstrate sales growth.
þþ Team management leadership and motivation teams.
þþ Ability to challenge a brief and make new recommendations, to improve campaigns and
customer experience.
þþ Translate brand strategy into customer plans.
þþ Web Analytics experience.
þþ Some roles ask for technical awareness of mobile platforms.
þþ Some roles ask for technical awareness of video technology.
þþ Experience of the full project life cycle.
þþ Analytical and can translate insight into trends and clear action plans.
þþ Commercially astute.
þþ Some roles ask for experience of Coremetrics, Google Analytics and MVT.

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þþ Experience of working in an online marketing team with clear responsibilities i.e. website,
email etc.
Junior roles specify:
þþ Ability to create in-house newsletters or materials, using Photoshop or Publisher.
þþ Understand e-marketing and social media tools (Blogs, Facebook. Online advertising)
þþ Creative and innovative.
þþ Good IT and web skills.
þþ Some roles ask for industry experience.
þþ Passion to succeed.
þþ At least 3 years experience in working in multi-disciplinary role, B2C or B2B.
þþ 4+ years experience in a B2C Online Marketing Manager role in an E-commerce retail
environment
UK: £30K LinkedIn average. £26K - £45K.
US: $45K - $95K.

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PPC Search Manager
A Pay Per Click Search Manager can be more than it seems and more than purely having
responsibility for the PPC Google Adwords campaigns and generating leads through Google.
It is clear that Agency roles tend to focus purely on this and the management of PPC
campaigns for their clients.
Within some roles, it is also focussed on driving new leads for the business through
maximising a range of digital channels used within the business, to generate income. They
tend to be responsible for managing Google Adwords (PPC), improving the Search Engine
optimisation (visibility) of the company’s website, landing page optimisation and for some it
may include email marketing and mobile marketing campaigns.
The technicality of the roles vary across the job roles advertised, where some are looking for
technical managers with relevant skills to oversee other PPC staff or Developers and others
are more focused on campaign management, planning and reporting.
Job description for PPC Search Manager
1. Role:
The variation on the job titles include: PPC Search Manager, Paid Search Manager, Digital
Account Manager – PPC, SEO, Head of PPC and PPC International Manager.
The more junior roles PPC (Account) Executive, PPC Campaign Executive, Senior Account
Executive – PPC, Digital Marketing Executive – PPC, SEO, Email, PPC Analyst, PPC Senior
Executive and Search Planner/Executive.
3. Location
4. Industry sector
þþ Create search media schedules and build relationships with Search Engine Media
Owners, where relevant in particular in Agency roles.
þþ Liaise and build relationships with creative teams and key stakeholders.
þþ Responsible for managing and implementing successful paid and natural search
campaigns, demonstrating revenue goals, efficiency and volume.
þþ Responsible for the Adword budget allocation and planning.
þþ Understand and apply short and long tail keywords.
þþ Competitor research to support keyword research.

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þþ Understand and manage creative campaigns to improve ad performance and quality and
CTRs.
þþ Liaise with Designers or Developers to optimise landing pages for optimum quality scores
and create branding of banners etc for key data capture.
þþ Responsible for bid management, keyword research and specific country targeting.
Optimise campaigns with text for ads, etc.
þþ Ensure evaluation and tracking is in place to monitor campaigns.
þþ Identify opportunities to grow leads and improve profitability of campaigns.
þþ Understand display advertising on new networks, outside of Google/MSN.
þþ Co-ordinate and plan digital campaigns for new customer acquisition, including other
marketing channels such as SEO, Affiliate, Display, TV etc (for some roles and not all).
þþ Management of mobile campaigns (for some roles).
þþ For agency roles, to liaise with clients through planning and providing key reports, with
recommendations to improve campaign performance.
þþ Passion for online marketing and thrives from result driven success.
þþ Passion for PPC campaigns.
þþ Budgeting and financial planning.
þþ Keep up to date with PPC and search industry developments.
þþ Strong communication skills and ability to communicate strategies for clients, in agency
roles.
þþ Project management skills
þþ Strong presentation skills.
þþ Ability to work independently and build strong relationships with stakeholders.
þþ “Breathe” Yahoo , Google Adwords, Bing, PPC Campaigns!!
þþ Analytical and critical attention to detail
þþ Agency roles; experience in account management, client relationship building and
presenting findings.
þþ Experience or understanding of Display or Content Network Management.
þþ Proven track record of similar PPC role or PPC campaign management, and can
demonstrate improving performance and ROI..
þþ Experience of natural search planning and implementation.
þþ Sound SEO knowledge.
þþ Google Analytics and advanced Adwords Editor knowledge.
þþ Some roles ask for Dart/Atlas and keyword research tools.
þþ Advanced Excel and some roles ask for Kenshoo, Marin and DS3 platforms for more
junior roles.

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þþ Google Adwords Certified.
þþ Degree educated or strong academic background.
þþ Some roles ask for 2-3 years PPC experience.
þþ Some roles which are more Junior Analysts role ask for ranking algorithms experience
and experience of HTML, Javascript and PHP for link building strategies.
UK: £33K LinkedIn Average. £27K - £43K.
US: $47K - $85K.

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Search Manager and/or SEO Manager
The Search Manager is responsible for developing and implementing a search marketing
strategy for the company, The role is focused on gaining quality visitors to desktop and
mobile sites. Typically this role can include both Pay per click search marketing and SEO.
Since we have a separate job description for PPC, this description focuses more on SEO.
Success will be derived by improving performance and ROI, for lead acquisition and perhaps
conversion.
The focus of search could be search engine optimisation across the website, display
advertising and paid search (Google AdWords, Yahoo, Bing, Facebook, LinkedIn etc). The
search strategy may include linked strategies to drive traffic or raise brand awareness.
The Search Manager will heavily rely on interpreting customer insight, and using key tools to
understand how to optimise channels, such as using keyword tools and competitor research.
Job description for Search Manager
1. Role:
The variation on the job titles includes some overlap with PPC roles i.e. PPC Search
Manager, Search and Social Manager and Paid Search Manager. Deputy Search Manager,
Head of Search (SEO), SEO Manager, Head of SEO, SEO Account Manager, SEO Account
Director and Web and Social Media Manager.
The more junior roles Search Planner, Search Executive roles, Senior SEO Executive, SEO
Consultant, SEO Strategist. Social Media Developer and Social Media Analyst.
3. Location
4. Industry sector
þþ Plan, manage and implement the search programme with in-house teams and external
Agencies for customer search and conversion strategies.
þþ Identify and plan a keyword strategy for appropriate campaigns.
þþ Plan and roll out digital marketing plans, with defined goals using customer insight and
analytics data.
þþ Agency roles ask for link client audits and the ability to liaise with clients, prepare pitches
and presentations.
þþ Co-ordinate research programmes for market benchmarking and competitive analysis.
þþ Responsible for SEO budget and defining measurement of ROI, along with KPIs and

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relevant metrics.
þþ Track and analyse performance campaign data from digital campaigns, and use insight to
improve PPC quality scores and digital marketing targets.
þþ Manage a SEO team.
þþ Responsible for improving the website to maximise SEO.
þþ Responsible for creating link building campaigns.
þþ Work closely with internal departments responsible for content management, and other
social media campaigns, to formulate an integrated marketing strategy.
þþ Some roles require management and training of junior members.
þþ Plan and Implement social media programs for engaging, nurturing, and growing fans and
followers.
þþ Leading the development and implementation of specific Facebook, Twitter, Pinterest and
YouTube campaigns. (some roles specify this and others are more general around Social
Media platforms).
þþ Attention to detail.
þþ Present reports and findings to key stakeholders.
þþ Comfortable with manipulating complex data sets.
þþ Commitment to meeting deadline dates.
þþ Strong client facing skills
þþ Excellent communication skills.
þþ Passion for innovation and change!
þþ Passion and keep up to date with best in class in digital marketing.
þþ Technical SEO Experience governing site indexing via robots and crawlers, on-page and
off-page optimisation SEO ranking factors.
þþ Used third party tools (SEOmoz, MajesticSEO, Doubleclick Dart, Kenshoo, Google
Analytics).
þþ Experience of bid management software.
þþ Manage an Adwords budget.
þþ Experience of Adops or other form of 3rd party adserving system.
þþ Experience of working with/in a digital/interactive agency and working on large budgets.
þþ Setup and improve PPC accounts (For some roles)
þþ Technical and analytical skills in forecasting, analytics and reporting and ability to translate
into actionable campaigns.
þþ Understand different media channels and planning/buying of social media.
þþ Excellent copywriting skills (for some roles).

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þþ 3-5 years experience in Search Manager role (PPC, SEO experience for senior roles)
þþ 2-3 years experience for more junior roles in search activity or working on digital display
media.
þþ Google Adwords or Google Analytics qualification desirable.
US: $49K - $91K.

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Social Media Manager (Community Manager)
The Social Media Manager is responsible for managing the Social Media Strategy within the
organisation. The definition of ‘Social Media’ is dependant on the platforms being used within
the organisation which is reflected in the job description. Some ask for the management
of current tools /platforms (i.e. Facebook, Blogging, LinkedIn) where others are looking to
expand into new channels (Pinterest, Foursquare etc). Others, who are more enlightened,
see a broader scope of social media within brand and new product development and crisis
communications part of the remit.
Job description for Social Media Manager
1. Role:
The variation on the job titles include PR and Social Media Manager, Social Media
Consultant, Social Media Executive Manager, SEO and Social Media Specialist. Some
overlap with Search roles..
The more junior roles include Executive and Assistant roles. Online Marketing Executives.
Digital Sales Executive – Social Media, SEO within the title. The Community Manager job
title may represent a more hands-on role manager social media accounts or the companies
own on-site community, but could be a more senior role also.
3. Location
4. Industry sector
þþ Responsible for improving the SEO ranking and for customer engagement strategies.
þþ Responsibilities include copywriting, keyword strategy, link building, site architecture.
þþ Management of Agencies.
þþ Plan and implement customer research and using the findings to feed into the online
strategy to support the business goals (Growth, retention, engagement).
þþ Agency roles ask for the ability to understand client objectives and alignment of the social
strategy. In addition to managing social media platforms for the client and build ongoing
relationships.
þþ Present findings to key stakeholders to drive the social media strategy and engage key
users.
þþ Identify new tools, including reporting tools to measure the strategy.
þþ Responsible for the blogging strategy to develop and influence key bloggers and “thought
leaders”.
þþ Define effective social media platforms to support the PR Strategy.

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þþ Develop and plan social media content with key teams, write design briefs and brief
designers.
þþ Evaluate and improve internal processes to support strategic planning and implementa-
tion.
þþ Produce KPIS and insight to improve digital campaigns.
þþ Line management responsibilities.
þþ To be the company Expert and Consultant, to support the organisation in the field of
Social Media!
þþ Passion for Social Media and PR.
þþ Keep abreast of new tools and the digital landscape.
þþ Results driven.
þþ Excellent communication and project management skills.
þþ Strong technical skills.
þþ Work independently and as part of team.
þþ Support other team members with good technical support and guidance.
þþ Ability to influence and negotiate, to achieve goals.
þþ Good time management skills.
þþ Creative
þþ Analytical
þþ Strong commercial skills
þþ Experience in managing complex projects.
þþ Stakeholder management skills.
þþ Thrive when working under pressure!
þþ Experience of web analytics
þþ Numerate and good excel skills
þþ Excellent copywriting skills
þþ Previous experience in similar role.
þþ Experience in SEO, Web analytics, Digital consultancy or social data/insight company
þþ Solid practical skills in Microsoft Office.
þþ Understanding of SEO methodologies
þþ Some roles ask for knowledge in specific social media i.e. Facebook Insights, Twitter and
YouTube.
Junior roles ask for::
þþ Technical understanding of HTML, Facebook and other APIs and web applications.
þþ Experience in Social Media monitoring tools i.e. Brand watch or Tweetdeck.

!
þþ Experience in Advertising, Journalism or web editing (Some roles)
þþ Strong copywriting skills (some roles)
þþ Relevant marketing qualification is desirable (e.g. CIM, IDM)
þþ Degree
US: $39K - $74K.

!
Web Developer / Web Designer
We have included these two roles together, but from a technical point-of-view they are quite
different. A web developer is a more technical “back-end” role involving systems design,
integration of systems through APIs (application programming interfaces) and, of course
coding using different systems like C++, PHP and Microsoft’s .Net accessing different
databases. A web designer involves creativity in designing and implementing the “front-end”
user experiences of web sites and apps but also with technical proficiency in XHTML and
CSS (Cascading Style Sheets).
If an organisation is fortunate the skills may be combined. The Web Developer is typically
responsible for maintaining the mobile and desktop websites and intranet, supporting
end-users though training and documentation,writing code to develop online forms or
plug-ins and being the ‘technical guru’ to fix any bugs or manage upgrades. The Web
Designer is typically focussed on branding, designing landing pages, templates, landing
pages, designing email templates, marketing headers, banners and associated advertising
pages and perhaps updating content.
With the shift to social media marketing, it is clear from the job descriptions and adverts
that these roles are expected to deliver more than this! These roles will also be involved in
designing apps, content management, integrating systems and technologies across CRM
systems, Twitter, Facebook, LinkedIn, using analytics for tracking, and customer insight to
understand the customer journey... the list could go on. Some roles have now moved from
the back-office to being more ‘front-of-house’, liaising with Agencies, the Research Team,
Social Media and other departments.
Job description for Web Developer/Designer
1. Role:
The variation on the job titles include: Web Developer (Plus discipline i.e. PHP, HTML,
Java, .Net), Creative Web Developer/Designer, Designer (Plus specialism), Print and Web
Designer, Digital Creative Strategist, Digital Designer (plus specialism i.e. Flash) and Digital
Graphic Designer.
The more junior roles include Junior + Job titles above, Junior Front End Developer,
Ecommerce Web Developer, Junior User Experience Developer, Junior Mid-Weight
Developer and Lead Creative Designer/Developer and Middleweight Designer/Developer.
3. Location

!
4. Industry sector
þþ Responsible for the design and maintaining the desktop and mobile websites, intranet and
Ecommerce platforms.
þþ Design email templates in line with best practice.
þþ Liaise closely with the Social Media team to ensure platforms are fully optimised.
þþ Gather user requirements layout to design relevant pages across different platforms,
using customer .
þþ Communicate project progress to key stakeholders.
þþ Ensure design is in line with the user experience , usability and best practice.
þþ Key in developing systems, interfaces and integrating new technologies.
þþ Ensure all platforms are mobile optimised.
þþ Produce QR codes and associated landing pages.
þþ Liaise with Agencies for new technologies i.e. apps
þþ Produce designs for social media pages i.e. Facebook, LinkedIn.
þþ To work with APIs to integrate systems and data.
þþ Responsible for bug fixing and problem solving, to ensure optimum customer experience.
þþ Manage upgrades and patches.
þþ Manage user acceptance testing and browser compatibility optimisation.
þþ Ensure content is in line with brand guidelines (for some Design roles).
þþ Create and maintain online assets in line with brand.
þþ Monitor and support performance.
Some roles ask for copywriting experience in the more design-focussed roles.
þþ Work to tight deadline dates.
þþ Dynamic and positive attitude!
þþ Passionate about web development and tools/ systems.
þþ Communication skills.
þþ Project management skills.
þþ Excellent design skills and creative skills. (Web Designer).

!
þþ PHP, MySQL, Javascript, JQuery, Java, .Net, XML and API Integration (Typically for
developers vary across roles).
þþ HTML, CSS , Flash Photoshop and Dreamweaver. (Typically for designers, but varies
across roles).
þþ Knowledge of Linux, NGinx and Apache (varies across roles).
þþ Knowledge of Ecommerce web applications and open source platforms (varies across
roles).
þþ Experience of mobile application development frameworks and technology.
þþ Knowledge and application of W3C web standards.
þþ Understanding of browser compatibility issues.
þþ Experience of maintaining and testing online platforms and interfacing systems (some
roles).
þþ Background in particular sector (Retail, FMCG) some roles.
þþ Demonstrate experience of producing documentation and bug fixing methods.
þþ Understanding of usability techniques.
þþ Some Web Designer roles ask for an understanding of animation, illustration, presentation
and publishing applications (Dreamweaver, Photoshop, InDesign, etc).
þþ Understanding of SEO.
þþ Understanding of design principles for the design focussed roles (colour, layout, etc).
þþ Some roles ask for Wordpress and experience of open source systems.
þþ Understanding of website accessibility.
þþ Experience in web development.
þþ 1 year experience for junior roles.
þþ 3-4 years experience in similar role, for a more senior role.
þþ Specific technical skills.
US: $52K - $102K.

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Salary checkers and sources
We have given a range for salaries we have researched from LinkedIn (available to LinkedIn
Premium users).
Resources for checking current salaries
þþ TotalJobs salary checker
þþ Brand Republic Salary checker
þþ Glassdoor.co.uk (Plus amusing/dumb interview questions)
þþ Robert Walters (includes Global salaries)
United States Salary sources
þþ Adecco USA (varies by region)
þþ Occupational Employment Salaries (also regional)
þþ Payscale - example for Digital Marketing Manager - great analysis for all roles!
þþ Glassdoor.com
We update information from different salary surveys on our Salary Surveys page.
UK EMR Salary survey
Full report available from EMR Recruitment.

!
Michael Page UK regional salaries
Michael Page’s on-line interactive tool is a great tool for checking out salaries by county,
sector, and digital specialism. Here is an example of salaries for roles in Yorkshire and the
North East:
Payscale US salary analysis
A great tool for exploring related roles.

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