No matter where you look, it seems like there will always be a new digital marketing job title that someone has. And while it may seem confusing, that’s because marketing job titles can vary from company to company, depending on the exact responsibilities of each professional. As a sector where people may be skilled in multiple areas or asked to take on various responsibilities, depending on the size of the company, these job titles are flexible–aimed at encompassing all the duties.
To help you sort through different job titles and find the right career trajectory for you, we’ve created this article to outline the main job titles you’ll find in digital marketing teams, highlighting their main responsibilities and skills. As you read, however, remember one key thing: the exact duties of a digital marketing professional will vary depending on the company’s needs, their experiences, and their skills; this is merely a guide to help you better understand the differences between various positions.
We’ve sorted digital marketing roles into six categories: content marketing, social media marketing, SEO marketing, product marketing, paid marketing, and general roles.Let’s dive right in.
Content Marketing Roles
Some of the most common roles on the digital marketing team fall under the content marketing umbrella; content marketing refers to all sorts of content that teams produce. From written to visual content, including audio content, content marketers play a crucial role in the digital marketing strategy of any company:
Content managers are responsible for the overall content strategy of a digital marketing team, working closely with the entire team to plan, manage, and oversee the production of content that will help the brand’s goals and objectives be met. Depending on the size of the company, content managers might have a large team to manage, or work with freelancers.
Copywriters are tasked with writing the copy that you see on all types of campaigns: web pages, social media posts, blog posts, emails, landing pages, and more. They must be skilled writers, able to move fast and adjust their voice to meet the needs of each project.
To work in content marketing, candidates must have a firm grasp of the written language in which they want to work, be organized, have superb writing and editing skills, and a keen eye for detail.
Social Media Marketing Roles
In today’s fast moving world, social media is an incredibly effective way for businesses to get in touch with their audiences–and attract new users. This has led to the introduction of social media-focused roles for professionals who have a deep understanding of various channels, such as:
Social media managers, similar to content managers, are savvy social media experts who know how to get a post trending and how to plan out content so that business goals are met. In addition, many social media managers work with influencers for promotional content to reach new audiences.
Social media coordinators are tasked with the more day-to-day tasks of running social media accounts, tracking performance, responding to comments/messages, and scheduling posts. This is typically an entry-level position, designed to familiarize digital marketers with the intricacies of social media management.
Social media professionals should be active on social media in their own lives, always up-to-date with the latest trends. Experience in video editing or graphic design are pluses.
SEO Marketing Roles
With so much competition out there, search engine optimization has never been more important and that’s why SEO-specific roles have become commonplace on teams; these professionals focus on staying up to date with the latest SEO changes, providing suggestions for optimization strategies so that a company’s content better aligns with SEO guidelines:
SEO managers do exactly what it sounds like: manage the SEO strategy of the digital marketing team through optimization strategies. They also monitor keywords and search engine algorithms to best understand how to position their company’s content.
SEO specialists are typically freelance roles and specialize in working short-term with a company to understand their needs and suggest improvements. For smaller companies without the capacity for an in-house SEO expert, this is a fantastic way to still prioritize SEO.
A technical understanding of how search engine algorithms work, in addition to data analysis skills will help SEO professionals produce better results.
Product Marketing Roles
The aforementioned digital marketing roles focus on marketing already existing products or improving the company’s online presence; product marketing, on the other hand, centers on figuring out what product would best serve the company’s target audience and bringing it from just an idea to life:
Product marketing managers create the entire product road map from inception to release, detailing exactly how the product will affect the user and how it will be marketed.
User experience researchers focus on the user and how they will interact with the product, trying to deliver a product that meets their needs and wants.
Product marketers should have extensive knowledge of research, in addition to an understanding of the product funnel.
Paid Marketing Roles
Paid marketing refers specifically to the ad campaigns that marketing teams deploy on search engines and social media sites; an organization’s paid advertising strategy will depend on their budget and goals, but most companies are moving into paid marketing strategies:
Paid search specialists are responsible for managing the paid ad campaigns, analyzing results, and researching trends to strategically place ads.
Performance marketers are experts in outbound marketing strategies and manage the paid advertising budget, allocate resources, and make the overall decisions regarding paid marketing.
To be a paid marketer, you should have strong data analytics skills and outbound marketing strategies.
General Digital Marketing Roles
There are many other roles you might come across in digital marketing and it all depends on your specific company and skills:
Email marketers are experts in email communication, creating nurturing flows that first introduce the company to the user and then gradually begin to sell their products or services to them. To do so, many use marketing automation tools and should have a basic knowledge of data analysis to see what’s working–and what can be improved upon.
Marketing analysts are tasked with looking at the performance of various marketing campaigns to see what’s working, what audiences are being reached, and where the team can make improvements. These analysts must be able to analyze data and then present their findings to the team in an easy to understand manner.
Digital strategists look at the universal view of a company’s marketing strategy, focusing on improving the brand’s reputation online and seeing what can be done in each individual campaign to create a cohesive brand identity.
As the world of digital marketing continues to evolve, so do the roles within it. Whether you're aiming to manage content, optimize SEO strategies, or oversee paid ad campaigns, understanding these key job titles will help you navigate your career journey with confidence. Remember, the best role for you is one that not only matches your skills but also fuels your passion for innovation in marketing.
Further Resources
📰 What’s the Difference Between Paid and Organic Marketing
📰 10 Things Only a Digital Marketer Would Know
📰 All Roads Lead to Marketing: How Different Backgrounds Build Great Careers
📰 Content Marketing: What is it?
📰 What it's Really like to Work in Digital Marketing
About the Author:
Juliette Carreiro is a tech writer, with two years of experience writing in-depth articles for Ironhack. Covering everything from career advice and navigating the job ladder, to the future impact of AI in the global tech space, Juliette is the go-to for Ironhack’s community of aspiring tech professionals.
