WHAT DOES A DIGITAL DO?

Updated: Jun 26, 2025 - The Digital Professional demonstrates advanced proficiency in utilizing digital platforms, analytics tools, and automation software to boost brand visibility and operational efficiency. This role involves developing and implementing targeted digital strategies that align with business goals, focusing on SEO, content optimization, and user-centric design. This position also continuously monitors industry trends and emerging technologies to ensure scalable and innovative digital solutions across channels.

A Review of Professional Skills and Functions for Digital

1. IT Applications and Digital Architect Tasks

  • Application Architecture: Responsible for having an evolution map for the core applications architecture that includes detailed platform upgrades or adoption of new technologies to enable business features.
  • Business Process Analysis: Work with the IT Business Partner Team and Business Areas to understand Business Processes and define the Applications Architecture that covers business processes.
  • Enterprise Architecture Alignment: Align regional Applications Architecture with Global Enterprise Architecture to define new technologies, adopt global standards, ensure update of Applications Roadmaps (Domain Dossiers), and have an evolution roadmap of the Applications for the Business Unit/Region.
  • Technology Scouting: Identify New Technologies and Potential Suppliers capable of delivering innovative features that support Business Growth and Strategy.
  • Solution Architecture: Participate in the Solution Design of different initiatives, looking to ensure architecture definitions or adaptations.
  • PI Planning: Participate in PI (Product Increment) Planning to ensure prioritization of features to be deployed in the next sprints.
  • Backlog Management: Procure an updated Backlog to ensure a continuous delivery and development of user stories and features agreed on in PI Planning.
  • Agile Execution: Execute Agile rituals, looking to keep the good performance of the Digital Squad.
  • Agile Methodologies: Apply Agile methodologies and practices following Agile Coach and Agile practices.
  • System Integration: Ensure interaction with other technical teams (API, SAP, Salesforce) to maintain a healthy integration with other core apps.

2. Digital Advertising Specialist Details and Accountabilities

  • Campaign Management: Develop and implement paid search, display, social, and retargeting campaigns
  • Paid Search Development: Build and support new paid search campaigns, ad groups, and accounts in multiple geographic locations
  • Performance Optimization: Monitor and optimize to increase impression share, quality score, and additional key metrics that support daily and monthly budgets
  • Campaign Reporting: Communicate campaign results and support the development of strategies and tactics to achieve Digital Marketing goals
  • Advertising Innovation: Help to grow investment in other advertising initiatives and contribute to the digital innovation of the marketing unit as a whole
  • Customer Journey Analysis: Identify opportunities for improvement throughout the customer journey and work with team members to implement learnings through various touchpoints
  • A/B Testing: Create and implement campaign tests to achieve actionable results and improve campaign performance
  • Market Trends Awareness: Stay up-to-date with digital marketing trends and potential new channels and strategies in paid search, display, social marketing, attribution, and programmatic media buying
  • Campaign Strategy: Support the strategy and setup of all paid campaigns in defined markets
  • Cross-Channel Collaboration: Collaborate with marketing teammates to maintain a consistent brand voice and message across all paid programs
  • Digital Advertising Execution: Operate on both a strategic and tactical level, touching all aspects of digital advertising efforts, including keyword management, creation of campaign messaging, bidding strategies, creative testing, competitor analysis, and analytics
  • Project Coordination: Work independently on projects while communicating with vendors and co-workers

3. Digital Art Director Overview

  • Content and Commerce Design: Responsible for balancing content and commerce to create relevant, on-brand, and performance-driven design work to strengthen the growth of the e-commerce business
  • Cross-Functional Collaboration: Collaborate horizontally and vertically across the organization to deliver a best-in-class omnichannel and global experience
  • Brand Alignment: Align with brand directives to elevate the aesthetic and evolve the digital experience
  • Marketing Asset Design: Design effective, robust marketing emails and website assets for the website, as well as pureplay partners that acquire, convert, and retain clients
  • Social Media Asset Development: Develop engaging assets in partnership with the Social Media Manager, including still images, collages, video, GIFs, etc.
  • Storytelling Integration: Infuse storytelling throughout the shopping funnel to evoke emotion and connect to consumers
  • Creative Team Partnership: Partner with the Creative teams in the US and Bangkok to drive the direction and production schedule of digital assets
  • Design Optimization: Design, test, and iterate to optimize deliverables across devices
  • UI/UX Enhancement: Lead UI/UX enhancements to improve the experience and usability of site functionality
  • Visual Innovation: Drive innovation by incorporating movement, video, and animation to maximize visual impact
  • Style Guide Maintenance: Help maintain a detailed style guide for brand identity across the digital landscape

4. Digital Artist Responsibilities

  • Project Management: Ensure that projects meet project timelines
  • Curriculum Compliance: Ensure that content meets curriculum requirements, technical requirements, and DEI guidelines
  • Child-Appropriate Content: Ensure that the content created is appropriate for children
  • Character and Background Design: Design characters, objects, and backgrounds, etc., in a wide variety of contexts, such as storyboards, storybooks, and digital activities
  • 2D Asset Creation: Create and prepare a variety of 2D assets such as characters, backgrounds, and FX to be animated for digital activities
  • Idea Generation: Assist in the brainstorming process to generate ideas for activities
  • Asset Evaluation: Determine the reusability of existing art from the asset library and decide what new assets need to be created to develop new activities
  • Design Review Participation: Participate in design and artwork reviews and implement feedback
  • Equity and Inclusion Integration: Ensure practices related to access, diversity, and equity are integrated at every step in the content development process

5. Digital Consultant Duties

  • Technical Sales Support: Gives technical support to sales during meetings with prospects and clients
  • Technical Knowledge Improvement: Observes points of improvement regarding technical knowledge for Sales and AdOps
  • AdOps Knowledge Analysis: Assists in analysing the necessary knowledge level for AdOps projects and advises account managers on the needs of clients
  • Client Escalation Handling: Be the point of reference for Sales in the event of client escalations
  • Training Delivery: Delivers training to colleagues and recruits on request
  • AdOps Quality Monitoring: Monitors the quality of AdOps projects, observes and reports regarding positive points and points of improvement
  • Client Process Evaluation: Periodically evaluates the progress of AdOps processes with clients and discusses the outcome with them
  • Sales Opportunity Identification: Actively seeks sales/upselling opportunities and knows clients to persuade clients based on argumentation
  • Technical Client Advising: Advises clients on the technical possibilities of new and existing products/services and is the point of contact for clients

6. Senior Digital Consultant Functions

  • Customer Service: Provides service to customers in North America and South America
  • Consulting Service: Proposes an effective consulting service to customers with the appropriate solution
  • Strategic IT Advising: Provides strategic advice on using technology to achieve goals and add value
  • IT Initiative Management: Manages IT initiatives and collaborates with technical staff and third-party vendors
  • IT System Design: Designs IT systems and networks, ensuring the right architecture and functionality
  • System Improvement: Promotes updating existing systems and suggests improvements
  • Project Execution: Works both independently and as part of a team to complete assigned projects successfully, on time, and within budget
  • Risk Monitoring: Monitors risks and proactively escalates and communicates with team members and stakeholders
  • Technical Consultation: Provides technical consultation, training, and support to IT staff as designated by management

7. Digital Communications Specialist Functions

  • Content Development: Develop and maintain text content for the SamTrans, Caltrain, TA, and JPA websites, print materials, social media, and other communications
  • Content Workflow Management: Manage content creation workflow from concept to publication
  • Web Development Support: Act as backup to the Web Developer with basic knowledge of backend and publishing
  • Social Media Support: Act as backup to the Social Media and Communications teams
  • Website Content Maintenance: Work with website contractors to update and maintain website content
  • Copywriting Collaboration: Liaise with internal and external staff and partners to create compelling advertising, informational, and instructional copy
  • Multichannel Copywriting: Develop written copy for web, print, video, social, and other content
  • User Training and Support: Assist in training users and providing technical support to staff related to website publishing and maintenance
  • Copywriting Leadership: Lead the copywriting team to create and deliver compelling copy for a range of campaigns, projects, and processes under deadline
  • Stakeholder Collaboration: Work with internal and external stakeholders to bring content from concept to reality
  • Content Gathering: Attend events, meetings to develop content for the web and social
  • Workplace Safety: Perform all job duties and responsibilities safely to protect one’s, fellow employees, and the public from injury or harm
  • Safety Promotion: Promote safety awareness and follow safety procedures to reduce or eliminate accidents

8. Marketing and Digital Communications Manager Accountabilities

  • Digital Campaign Execution: Create and execute digital communications campaigns using tools such as digital platforms, blogs, newsletters, etc.
  • Marketing Initiative Design: Design and execute creative marketing and promotional initiatives, including sponsorship campaigns, primarily towards member companies of the Association
  • Presentation Development: Develop internal and external presentations
  • Stakeholder Communication: Be an efficient contact person for internal and external stakeholders
  • Supplier Supervision: Supervise communication-related digital providers as well as other suppliers
  • Partnership Development: Develop partnerships with publishers and selected partners
  • Marketing Collateral Design: Design marketing collaterals, such as brochures, infographics, print and digital, multimedia, including social media content, surveys, etc.
  • Campaign Impact Assessment: Assess the impact of marketing and digital communications campaigns and propose improvements
  • Article Writing and Editing: Draft news articles and edit featured articles for publication on the website of the Association and other communication tools, including the quarterly Newsletter
  • Event Communication Management: Manage the marketing and communications dimensions of in-person and digital events (create design and layout for virtual and hybrid events, liaise with suppliers for digital event production, liaise with communications teams of speakers, etc)
  • Event Production Coordination: Coordinate the pre-production, production, and post-production of digital and hybrid events in cooperation with other team members and external suppliers

9. Digital Media Coordinator Job Summary

  • Digital Metrics Analysis: Understand core digital advertising metrics and how to interpret them
  • Ecommerce Brand Management: Lead the brand presence in ecommerce across Amazon and retailer dotcoms
  • Website Content Updates: Lead brand-specific website updates
  • Website Redesign Management: Project management of website redesign
  • Ratings and Reviews Audit: Lead audit on ratings and reviews on retailer dotcoms, and present findings/recommendations
  • Project Management Support: Assist the team with project management activities such as calendars, presentations, and follow-up
  • Website Metrics Audit: Audit website metrics and report findings/recommendations
  • Media Budget Tracking: Track media budgets and lead the accounting process, including billing with the finance team
  • Digital Media Knowledge: Maintain up-to-date knowledge of the digital media marketplace and its evolution

10. Digital Copywriter Details

  • Copywriting Ownership: Own the copy output across all marketing channels, generating new innovative ideas and bringing them to life in written format
  • Growth Content Creation: Create distinctive original written content that drives growth at all stages of the marketing funnel, with particular focus on sales-driving copy
  • Channel-Specific Writing: Write content tailored to different channels, often at short notice – Website, Emails, Blogs, Social Media ads, Packaging, Press, Podcasts
  • Brand Consistency: Be a champion of the brand, ensuring all content is on-brand, consistent, innovative, and engaging
  • Visual-Written Collaboration: Collaborate with the Content Manager to create synergy between visual and written work
  • Social Media Content Collaboration: Collaborate on the Social Media schedule to create organic social media postings and community content
  • Contributor Coordination: Coordinate with freelancers and agencies to manage content contributions

11. Digital Designer Roles

  • Digital Design: Design amazing and pixel-perfect work for web, apps, games, and other digital projects
  • Creative Concept Development: Push creative concepts to a new level in designs
  • UX Visualization: Bringing User Experience designs visually to life and beyond
  • Technology Affinity: Have an affinity with emerging technology
  • Collaborative Design: Work closely with other Digital Designers, Motion Designers, UXers, and Developers, and at the same time, advocate for the best creative solutions
  • Brief Creation: Create a crystal-clear brief to instruct motion designers and developers
  • Interactive Prototyping: Produce interactive prototypes
  • Design Strategy: Formulate a clear Design strategy backed up by solid reasoning for the main choices made
  • Independent and Team Work: Work independently on projects, but also comfortable joining a brainstorming session on an ad-hoc basis
  • Social Media Artwork Creation: Create Social Media artwork for social feeds, including Facebook ads

12. Digital Executive Additional Details

  • Digital Marketing Execution: Support and execute day-to-day digital marketing initiatives, including email/SMS, paid social, paid search, site marketing, and promotional support
  • Digital Strategy Development: Develop and communicate specific digital marketing strategies/recommendations by channel in support of new customer acquisition, driving repeat purchase, and customer engagement
  • Audience Activation: Responsible for identifying and activating relevant audiences to drive brand awareness and ultimately, purchase intent
  • Marketing Calendar Management: Create and manage a monthly digital marketing calendar, inclusive of specific channels/activations
  • Media Budget Tracking: Track paid media budgets and spend pacing by channel to ensure efficient investment
  • KPI Analysis and Reporting: Analyze and present paid media KPIs on a weekly, monthly, and quarterly basis with tangible insights and impact on the overall business
  • Campaign Performance Optimization: Regularly test and measure the results of ongoing campaign performance to continuously improve performance and efficiencies
  • Media Agency Management: Manage media agency relationships to ensure all campaign setup tasks are completed accurately and timely manner to meet deadlines, objectives are being met, and the agency is continually providing reporting, recommendations, and support
  • Cross-Functional Collaboration: Partner with cross-functional marketing/sales teams to develop a focused brand message that aligns with paid media efforts to ensure a cohesive 360 communication strategy
  • Content Coordination: Communicate content needs to marketing counterparts and ensure that all assets are delivered against established requirements and timelines
  • Competitive Analysis: Regularly review and report on competitive best practices, launches, activations, and emerging trends online

13. Digital Manager Essential Functions

  • Website Optimization: Responsible for improving the usability, user experience, design, lead generation, and conversion optimization of websites within the company group
  • Digital Channel Management: Oversee and optimise digital response channels (PPC, SEO) and display
  • International Search Strategy: Apply knowledge of a range of international search engines to drive awareness and leads
  • Performance Management: In-depth management of performance, including monthly tracking of lead conversion rates and quarterly digital strategy performance to the senior leadership team
  • Social Media Strategy: Oversee the social media strategy for the company
  • CRM Optimization: CRM segmentation, development, and optimization for marketing and BD purposes
  • Technology Review: Review new technologies and keep the company at the forefront of developments in SEO, digital marketing, and lead generation techniques
  • Digital Budget Management: Responsibility for planning and budgetary control of digital marketing
  • Team Leadership: Line management of a digital marketing executive

14. Digital Producer Role Purpose

  • Digital Process Management: Champion digital process best practices and enforce agency workflow for internal reviews
  • Cross-Functional Liaison: Liaise with account services, technology, creative, editorial teams, and other internal or external resources to facilitate project planning and implementation
  • Account Partnership Development: Develop a collaborative partnership with account peers
  • Junior Staff Training: Provide guidance/training to junior producer staff
  • Brand Understanding: Develop an overall understanding of the brand’s objectives, style guide, and processes
  • Project Brief Development: Assist in the development of Project Briefs, specifically ensuring that project parameters are fully defined and critical assumptions are detailed
  • Workflow Management: Proactively drive the daily workflow for project deliverables and ensure that team members remain well-informed of timing expectations, risks, and evolving priorities
  • Project Financial Oversight: Develop estimates and monitor weekly project financial performance
  • Risk Assessment and Issue Resolution: Provide consistent risk assessment, utilize common sense judgment to resolve and/or escalate logistical/financial issues in a timely fashion
  • Deliverable Review Facilitation: Facilitate internal review of each deliverable, ensuring that feedback is documented by appropriate team resources
  • Project Documentation Management: Ensure project documents are complete, current, and stored appropriately
  • Technology Awareness: Maintain awareness of emerging technologies and applications in client engagements

15. Digital Specialist Key Responsibilities

  • Content Improvement: Continuously improve content across the websites to ensure customers take away key messages and can seamlessly complete their journeys
  • Website Enhancement: Work with the digital marketing team to improve website elements, layouts, and transitions on the websites
  • Digital Project Support: Work on projects such as tools and new product propositions
  • Product Management: Manage the Society’s savings and mortgage products online and deliver key digital campaigns
  • Campaign Launch Coordination: Proactively work with marketing and product teams to launch campaigns
  • Optimization Testing: Work closely with the optimisation specialist to create ongoing optimisation tests and implement them
  • Process Adherence: Work with the team to ensure all work is completed on time and in line with processes
  • Content Updating: Update content promptly to reduce risks to the company

16. Digital Specialist Accountabilities

  • Paid Media Management: Manage paid search and/or paid social accounts, including continuous optimisation, analysis, and strategy
  • Technology and Technique Learning: Strive to continuously learn and master the latest technologies and techniques
  • Behavior and Performance Analysis: Analyze customer behaviour and marketing performance using Excel and Google Analytics
  • Marketing Strategy Development: Devise strategies and tactics to increase the growth and value of clients’ online marketing investments
  • Project Management: Project management and client interaction
  • Industry Innovation Implementation: Identify and implement relevant industry changes and innovations
  • Attribution Modelling: Attribute modelling and other analysis-related projects

17. Digital Specialist Responsibilities and Key Tasks

  • User Acquisition Strategy: Formulate strategies to acquire new users and promote the usage of the application
  • Web Advertising Operations: Web advertising operations (including display advertising, feed advertising, etc.)
  • App User Analysis: App user analysis and planning, and execution of measures to improve LTV
  • User Activation: User activation using app marketing tools
  • KPI Management: Take responsibility for KPI management

18. Digital Specialist Duties and Roles

  • Digital Campaign Management: Plan, build, and deliver digital campaigns using content, email, and search marketing
  • Website Performance Analysis: Monitor and analyse website performance using different tools (such as Google Analytics and PowerBI)
  • Stakeholder Relationship Development: Identify and develop strong relationships with stakeholders, including clients, colleagues, and partner organisations (online and offline)
  • Market and Competitor Research: Undertake ongoing market, keyword, and competitor research to identify opportunities for business growth and industry trends
  • Data Acquisition Strategy: Implement new ways of obtaining quality data to increase and maximise the customer/prospect database
  • SEO and PPC Management: Day-to-day management of the company’s SEO (Search Engine Optimisation) and PPC (Pay-per-click) campaigns, creating the strategy that drives them
  • On-Page SEO: On-page SEO, including keyword research, tweaking copy, writing metadata, and building out strategic landing pages for all their new web builds and retainer clients
  • SEO Traffic Optimization: Drive SEO traffic through onsite and off-site optimisation, which supports the marketing strategy
  • Analytics and Reporting: Produce bespoke monthly reports for analytics and ROI, analyse data to understand key trends, and recommend improvements to active campaigns using the insights that have been gathered
  • Digital Intelligence Gathering: Gain maximum business intelligence from a variety of digital performance tools

19. Digital Strategist Accountabilities

  • Client Engagement: Be in high demand by clients and internal teams, with consistent requests to be on business calls
  • Innovative Project Delivery: Work with internal teams and clients to challenge the medical and regulatory status quo and deliver projects that are innovative, noteworthy, and successful for clients
  • Point of View Development: Develop a unique POV that can be published based on unique data insights
  • Industry Insight Contribution: Proactively bring thinking to the client based on industry occurrences
  • Industry Awareness: Stay abreast of new companies, vendors, and tools in the industry
  • Research Tool Expertise: Understand the strengths and weaknesses of research tools, and train others on research tools
  • Strategy Pipeline Building: Build a consistent pipeline of work, and grow a strategy business on a core account
  • Project Planning: Build small project plans with guidance, and high-quality pitch participation
  • Problem Diagnosis: Diagnose how to tackle the client's problem in terms of processes/tools to use and the general approach
  • Complex Project Management: Manage complex and sophisticated projects and deliverables
  • Alternative Problem Solving: Proactively suggest alternative approaches to solving problems

20. Senior Digital Strategist Job Summary

  • Strategic Thought Leadership: Provide strategic thought leadership in the development of client programs
  • Data Synthesis: Synthesize qualitative and quantitative data from all available sources to provide strategic implications, digital/design solutions, and creative inspiration
  • Consumer Digital Behavior Analysis: Understand consumer digital behavior to recommend a digital ecosystem (where a program lives) and amplification tactics (social promotion, influencer, digital PR, digital media)
  • Digital Execution Partnership: Work with digital producers to identify partners to build digital executions
  • Emerging Technology Utilization: Identify and employ the latest digital marketing, emerging technologies, promotions, and content marketing trends and formats
  • Digital Content Strategy: Provide strategic recommendations/best practices for digital content on social/content platforms
  • Client and Partner Interaction: Interact with clients and agency partners on multi-agency teams
  • Junior Staff Mentoring: Mentor the development of junior staff through education and ongoing informal and formal performance feedback
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