WHAT DOES A DIGITAL MARKETING SPECIALIST DO?

Published: Nov 22, 2024 - The Digital Marketing Specialist creates and utilizes social media calendars, engages with influencers, writes compelling posts, and analyzes website and social media analytics to drive quality traffic. The role includes managing digital ad placements, leading video strategy, and collaborating with vendors on budget, script design, and execution. Additionally, the specialist assists with content creation, manages website updates, conducts research, and supports A/B testing to optimize engagement and maximize reach.

A Review of Professional Skills and Functions for Digital Marketing Specialist

1. Digital Marketing Specialist Duties

  • Digital Marketing Strategy: Understand and learn digital marketing strategies from the resident AMR Digital Team.
  • Content Production: Support content production for program marketing activities including nurture campaigns, emails, landing pages, virtual events, webinars, etc.
  • Campaign Performance Tracking: Help manage social campaign metrics, reporting, and performance insight tracking.
  • Lead Generation: Assist with lead gen list documentation, clean-up, and importing from virtual events to Pardot DB and Salesforce CRM.
  • Vendor Management: Coordinate vendor relationships and project manage the outsourced work to ensure efficient and effective use of external resources.
  • Web Management: Assist in web management and content updates for AMR web properties via CMS.
  • Virtual Event Support: Provide virtual event support including recording speaker presentations and basic editing of webinar videos.
  • Team Collaboration: Work efficiently with the team on building campaign deliverables that meet intended goals.
  • A/B Testing: A/B test assets to benchmark and learn target persona behaviors.
  • Landing Page Development: Assist in building landing pages to support campaign initiatives.
  • Email Nurturing: Manage email nurture programs that build trust with our market.
  • Audience Research: Research audience preferences and discover current trends.
  • Leadership Engagement: Get to know our leadership group on a personal level in order to make posts relevant to them.
  • Social Media Trends: Stay up-to-date with changes in all social platforms ensuring maximum effectiveness.
  • Post Scheduling: Develop an optimal posting schedule, considering web traffic and customer engagement metrics.
  • Onboarding and Copywriting: New account onboarding and writing engaging copy.

2. Digital Marketing Specialist Details

  • Social Media Strategy: Plan, implement, and manage PayBright’s Social Media strategy to increase brand awareness and consumer usage of PayBright and also of our merchant partnerships.
  • Creative Collaboration: Work closely with the Marketing Team, including our Graphic Designers and Senior Content Manager to develop compelling creative and copy, bringing to life PayBright across social platforms.
  • Audience Growth: Build PayBright’s followers and brand advocates across PayBright’s social platforms.
  • Paid Social Media Strategy: Develop and implement paid social media strategies.
  • Campaign Execution: Coordinate and execute campaigns on appropriate platforms, tracking performance and optimizing approaches to drive improved results.
  • Website Management: Manage and execute updates to PayBright.com, including developing and managing landing pages from design to deployment to support key B2B and B2C marketing efforts.
  • Website Performance Monitoring: Continually monitor the performance of the website for all key metrics, recommending changes to strategy.
  • SEO Support: Work with our Senior Content Manager, assisting with SEO, including implementing on-page and off-page optimization, analyzing competitors, keyword research, technical SEO, and identifying link-building opportunities.
  • Search Ranking Insights: Provide strategic, actionable insights for improving organic and local search rankings.
  • Data Analytics: Perform data analytics, turning quantitative and qualitative findings into actionable insights.
  • Reporting and Dashboards: Develop regular reports and dashboards to track performance and leverage insights to optimize digital marketing campaigns.
  • Digital Performance Optimization: Drive digital performance across paid digital channels and work in conjunction with cross-functional teams to optimize the broader marketing plan.
  • Program Execution: Execute defined programs and “Always on” BAU digital program.
  • Personalization and Optimization: Personalization and optimization - offsite/landing (working with Platforms team to connect onsite experience).
  • Programmatic Media Buying: Execute programmatic media buying to improve the effectiveness of the digital budget and deliver ROI.

3. Digital Marketing Specialist Responsibilities

  • Commercial Strategy Development: Supporting the development and operationalisation of Annual, Quarterly, and Lottery Draw specific Commercial Acquisition and Commercial Customer Marketing Strategies.
  • Digital Marketing Operations: Supporting end-to-end Lotteries Draw operations across all paid and owned digital marketing for acquisition and customer marketing activities.
  • Reporting Capability: Responsible for operationalizing reporting capability enabling the measurement of all paid and owned digital marketing activity.
  • Performance Optimisation: Responsible for leading and managing the operationalization of the performance optimization Strategy and Plan for all paid and owned digital marketing.
  • Partnership Management: Supporting the building and nurturing of trusted partnerships both internally and externally.
  • Project Milestones: Responsible for assigned, Commercial Digital Marketing function's contribution in delivering enterprise project milestones.
  • Proposition Launch Support: Supporting with the Commercial Digital Marketing requirements for the launching of new propositions.
  • Data Targeting: Understand and recommend data segments for targeting and personalization e.g. CRM, modeled, real-time needs and wants, and Market Place 3rd party data.
  • Opportunity Development: Identify and develop new opportunities through emerging platforms and using 1st/2nd and 3rd party data.
  • Customer Experience Delivery: Work collaboratively with Platform and wider Marketing Automation teams to deliver seamless customer experiences.
  • Data Activation: Work with marketing peers to activate data and messaging across paid marketing channels.
  • Campaign Planning: Develop a digital marketing campaign and strategic plan road-map based on technology advancement, competitive landscape, research on the digital market, and internal use cases.
  • Platform Growth: Ensure all Super Digital Marketing Platforms are growing based on the Marketing KPI.
  • Strategy Alignment: Align with company strategy or direction and translate into digital marketing programs.
  • Thought Leadership: Act as a thought leader and serve as a trusted digital marketing counselor.

4. Digital Marketing Specialist Job Summary

  • Campaign Management: Create and manage campaigns in Google Ads (Search and Display), Bing, Facebook, Instagram, as well as other platforms to minimize Cost Per Acquisition (CPA) and efficiently scale new customers.
  • Website Analytics: Track, report, and analyze website analytics.
  • SEO Strategy Support: Assist the company's SEO strategy in collaboration with agencies and other vendor partners.
  • Campaign Performance Measurement: Measure and report the performance of all digital marketing campaigns while assessing them against goals (ROI and KPIs).
  • A/B Testing: Execute and measure A/B tests and other Conversion Rate Optimization methods.
  • Landing Page Optimization: Collaborate with internal teams to create landing pages and optimize user experience.
  • Customer Experience Analysis: Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
  • Conversion Optimization: Instrument conversion points and optimize user funnels.
  • Team Management: Design and organize a digital marketing team that maximizes team performance and business value achievement.
  • Digital Marketing Planning: Anticipate future digital direction and plan and create digital marketing programs.
  • Cross-functional Collaboration: Drive synergy between senior management across the organization.
  • Program Alignment: Drive alignment of program execution within the whole digital marketing team.
  • Customer Acquisition Strategy: Design and implement customer acquisition strategies to grow our audience database.
  • CRM Management: Manage B2C CRM platforms, databases, and marketing automation workflows to maximize customer lifetime value (CLV).
  • Email Marketing: Plan and execute B2C email promo calendar and campaigns to drive awareness, conversion, and loyalty.
  • Customer Experience Improvement: Identify opportunities to improve the customer experience across the digital journey.
  • Consumer Behavior Analysis: Analyze consumer behavior and help identify key customer segments for the development of digital personas.

5. Digital Marketing Specialist Accountabilities

  • Website Management: Manage website updates and maintenance for all internal and external websites.
  • Content Management: Using an online content management system (WordPress), audits, develops, and edits website content.
  • Vendor Collaboration: Partners with digital marketing agencies and web vendors to maintain and update website functionality and create new websites/landing pages/microsites.
  • Traffic Strategy: Devices, implements, and measures strategies to drive online traffic.
  • Email Marketing Strategy: Develops and executes email marketing strategies to support sales and client retention.
  • Lead Generation Campaigns: Works with sales teams and marketing colleagues to create and execute email marketing strategy for lead generation campaigns, measures and analyzes results, and maintains reporting dashboard.
  • Email List Management: Manages marketing lists and distribution of email marketing campaigns.
  • Email Analytics: Analyzes delivery statistics for click-throughs, visits, and usage amounts for the monthly dashboard.
  • Social Media Management: Manage social media presence and corporate blog management.
  • Social Media Strategy: Collaborates with sales and marketing leadership to create a social media strategy to support sales objectives and overall marketing goals.
  • Social Media Content Creation: Manages and creates content for social media posts, including developing graphics and templates while executing an annual content calendar based on industry news, events, holidays, and observances and important industry dates/deadlines.
  • Social Media Best Practices: Updates, responds, and develops best practices for social media platforms - primarily Facebook, Twitter, LinkedIn, Google+, Instagram, YouTube, and others as appropriate.
  • Digital Trend Research: Researches and analyzes new digital and social media trends to monitor the online competitive landscape.
  • Sales Training: Leads sales and account management colleague training sessions to help build personal brands, increase engagement, and support the generation of sales leads.
  • Blog Content Management: Creates and maintains the blog calendar and publishes content on a regular basis.

6. Digital Marketing Specialist Functions

  • Amazon Catalog Management: Manage and update the online Amazon product catalog, including setting up new products and promotional items and maintaining product and category pages.
  • Product Optimization: Continually optimize product listings, brand store, and enhanced brand content to drive traffic and sales.
  • Keyword Research: Research and inject relevant keywords into back-end and front-end listings.
  • Vendor Collaboration: Partner with our vendors to develop product listings compliant with their brand guidelines and Amazon standards.
  • Paid Marketing Best Practices: Apply best practices for Paid Marketing which include but are not limited to Amazon Sponsored Product Ads.
  • Marketing Strategy Development: Develop Amazon's marketing strategy in partnership with paid media, marketing, and sales leadership.
  • Paid Marketing Strategy Optimization: Create and optimize paid marketing strategies to boost traffic and conversion rates.
  • Bid Optimization: Continual optimization of bids at the keyword level.
  • Performance Monitoring and Reporting: Monitor, analyze, and report on marketing performance with a regular frequency to allocate spend to the best performers.
  • Campaign Management: Manage planning and activation of digital advertising campaigns, ensuring proper tracking is implemented.
  • Ad Management: Utilize ad management platforms to create and optimize search, shopping, social, and display campaigns across Amazon, Google, and other channels.
  • Influencer Collaboration: Collaborate with brand marketing to drive revenue with influencer campaigns.
  • User-Generated Content (UGC) Management: Monitor UGC submissions and tag for PDPs and other social galleries.
  • Social Media Advertising: Manage social advertising to drive awareness and conversion for B2C campaigns.
  • Web Traffic Analysis: Monitor, analyze, and provide insight into website traffic and digital marketing efforts to maximize ROI.
  • Audience Segmentation: Identify customer audiences to improve segmentation, personalization, and profitability.

7. Digital Marketing Specialist Job Description

  • Social Media Management: Creating and utilizing a social media calendar, including engaging with influencers and writing social media posts.
  • Google Advertising and Analytics: Attaining Google Advertising and Analytics Certifications.
  • Website and Social Analytics: Diving into the analytics of a client’s website and social channels and working with the team to bring clients quality traffic.
  • Content Creation: Writing engaging blog or website content for multiple clients.
  • Digital Advertising: Placing digital ads on social media or through an online ad network.
  • Team Collaboration: Brainstorming with teammates about new ideas for improving our team and expanding our services.
  • Content Optimization: Analyzes acquisition/engagement and optimizes content and messaging to maximize readership and shares.
  • Video Strategy: Lead video implementation strategy.
  • Video Promotion: Manages and researches best practices related to video integration and promotion.
  • Vendor Coordination: Coordinates with vendors on budget management, script design and execution.
  • Internal Training: Leads internal training on filming, using, and sharing videos.
  • Marketing Support: Provides other general marketing support.
  • Marketing Collateral Production: Assists colleagues in the production of marketing collateral and presentations.
  • Audience Research: Perform keyword, interest, demographic and other target audience research.
  • A/B Testing: Manage A/B testing, collaborating with digital leaders to surface actionable insights and recommendations while helping key stakeholders understand trends.
  • Website Management and Analytics: Website management and reporting and analytics.
  • Website Updates: Assist in updating B2C and B2B websites, including homepage banners, promotions, and product launches.

8. Digital Marketing Specialist Overview

  • Campaign Design: Design digital media campaigns according to business goals.
  • Social Media Writing: Write a never-ending stream of compelling, witty, social media posts.
  • Content Management: Coordinate and manage the creation of all digital content such as websites, blogs, press releases and podcasts, infographics, videos, etc.
  • Web Presence Management: Maintain and further establish our web presence.
  • Brand Development: Work to improve our brand presence (make us less lame on the inter-webs).
  • Brand Voice: Express our brand voice across sales collateral, onboarding welcome kits, customer care emails, online blogs, articles, FAQs, etc.
  • Digital Marketing Analytics: Deploy, use, and analyze KPIs related to PPC, SEO, Influencer Marketing.
  • Social Media Management: Grow, maintain, manage, and oversee all our social media channels (use awesome #hashbrowns).
  • Cross-functional Collaboration: Liaise with Marketing, Sales, and Product development teams.
  • Competitive Analysis: Regularly track and get insights into competitors' strategies.
  • ROI and KPI Monitoring: Develop and monitor ROI and KPIs.
  • Digital Advertising Strategy: Create, collaborate, and implement digital advertising strategies, ad design, and campaign optimization, and provide executive-level reporting on campaign progress and results.
  • Inbound Marketing Analysis: Understand, analyze and report inbound marketing results in terms of return on investment and success criteria (attraction, engagement, qualification, acceleration) for organic channels.
  • Landing Page Testing: Test and report on the performance of landing pages, and educational and demand content to enhance marketing programs.
  • Asset Design: Design and develop digital and print assets, including web pages, infographics, event materials, and sales materials.
  • Web Property Management: Manage corporate web properties to support Sovos’ business objectives, including brand awareness, demand generation, and sales acceleration.

9. Digital Marketing Specialist Details and Accountabilities

  • Email Marketing Management: Manage email marketing campaigns from design, segment, delivery and analyze.
  • Campaign Reporting: Provide reporting across online conversions, campaign performance, and market trends.
  • Social Media Strategy: Deliver social media strategy across Facebook, LinkedIn and Instagram platforms.
  • Performance Optimization: Identify trends and insights, and optimize spend and performance based on the insights.
  • Analytics Reporting: Provide monthly analytic reports with recommendations specific to driving and optimizing traffic, behavior, campaign response, keyword research/analysis, SEO, and SEM opportunities.
  • Landing Page Optimization: Collaborate with internal teams to create landing pages and optimize user experience.
  • Growth Opportunity Identification: Work with the broader marketing team to identify growth opportunities.
  • Keyword Research: Research, create, categorize and refine keyword lists to create a comprehensive pay-per-click campaign on Amazon.
  • Bidding Strategy: Implement successful bidding strategies and effective keyword management.
  • Campaign Optimization: Analyze and assess campaign performance, revise and optimize.
  • Brand Partner Communication: Communicate regularly with brand partners on status, timeline, budget, performance reporting, and competitive intelligence analysis.
  • Campaign Support: Support the department head on campaign research, new business pitches, and regularly occurring client meetings.
  • Programmatic Advertising Strategy: Leverage learnings to help guide and inform DSP/Programmatic advertising strategies.
  • Brand Awareness: Improving our organization's brand awareness and ultimately drive lead generation.
  • Social Media Presence: Maintaining a strong online company voice through social media.

10. Digital Marketing Specialist Tasks

  • Channel Identification: Identifying the channels (including influence websites such as e.g. G2Crowd, Capterra, etc.) and defining the most effective engagement level with each of them.
  • Campaign Management: Managing the campaign execution across channels to ensure a well-organized roll-out of the campaign calendar.
  • Budget and ROI Tracking: Keeping track of each campaign’s budget and ROI.
  • Website Management: Day-to-day update of the website.
  • Lead Management: Moving leads through the buyer's journey in order to become opportunities.
  • Content Collaboration: Work hand in hand with the content marketing manager to ensure brand consistency and an effective roll-out of our content plan across digital channels.
  • Landing Page Implementation: Implementing the website pages and landing pages in collaboration with the content marketing manager.
  • A/B Testing: Create A/B testing campaigns using dynamic elements across website pages, landing pages, and emails.
  • Inbound Marketing Programs: Create and implement inbound marketing digital programs using a wide variety of online tools and channels.
  • Lead Generation: Generate MQLs through lead-generation initiatives including email campaigns, nurturing programs (automated workflows and LPS), SEA campaigns (LinkedIn, Google Ads, etc.).
  • Creative Program Development: Bring fresh creative scalable nurturing programs to life based on the buying funnel and associated content mapping.
  • Influencer Relationship Management: Manage the relationship with the influencers, negotiate prices and measure ROI (Capterra, G2 Crowd, etc.).
  • Web Traffic Analysis: Analyze web traffic metrics (SemRush, Hubspot, Google Analytics) and suggest solutions to boost web presence and optimize the website.
  • SEO Improvement: Invest in SEO improvement (keyword research, SEO tool in Hubspot, technical SEO).
  • Ad Design Collaboration: Work cross-functionally with the design team to create the design for the online ads for all the SEA channels.
  • Contact Management: Manage the contacts lists in Hubspot to effectively launch newsletters, upselling campaigns, or operational communications.
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