WHAT DOES A DIGITAL MEDIA SPECIALIST DO?

Updated: Mai 28, 2025 - The Digital Media Specialist analyzes consumer behaviors, market differentiation, and channel performance to uncover growth opportunities and generate actionable insights. The role involves collaborating with sales, data partners, and agencies to assist in omnichannel campaigns, digital content strategy, and media planning for category growth. Additionally, this position contributes to creating briefs for campaigns, managing KPIs, and providing reporting to optimize digital and shopper marketing efforts.

A Review of Professional Skills and Functions for Digital Media Specialist

1. Digital Media Specialist Duties

  • Content Management: Use a content management system to manage and maintain the CPI website content and performance, ensuring uptime and functionality.
  • Content Accuracy: Maintain up-to-date information and accurate content aligned with market and buyer needs.
  • Platform Management: Manage performance and content for other web-based platforms including the CPI sales enablement app and virtual tradeshow environments.
  • SEO Best Practices: Ensure that the website and other digital platforms follow best practices for SEO, aligning all pages and content to identified keywords and tracking performance against goals.
  • Social Media Planning: Create annual social media plans in partnership with marketing communications partners to drive awareness and increase engagement on key social platforms.
  • Corporate Identity: Manage corporate identity, and recommend social media strategies and tools that can support the communications team in achieving campaign metrics.
  • Social Media Guidelines: Create and deploy social media use guidelines and best practices for field associates.
  • Digital Analytics: Use available tools including Google Analytics to measure and report on key digital initiatives and platforms, recommend activities and technologies to improve performance of digital platforms and campaigns.
  • User Engagement: Consistently seek and deploy ways to increase user engagement and conversion in digital platforms, recommend new technologies and experiences to achieve business goals.
  • Lead Generation Management: Basic management of lead generation activities originating on the website or from other technology tools (sales app, Eloqua marketing automation, etc.).
  • Data Collaboration: Work closely with data analysts to ensure traceability and measurement of all digital marketing activities.
  • Traffic Analysis: Use content management systems to analyze website traffic and user engagement metrics.
  • Content Distribution: Manage website user lists and content distribution to online channels and social media platforms to increase web traffic.

2. Digital Media Specialist Details

  • Social Media Management: Directly manage AILA's day-to-day social media activities.
  • Content Creation: Work with the content editorial calendar and create social media posts to support that calendar.
  • Content Integration: Ensure integration of a social media content plan with the overall AILA PR/Communications plan, marketing goals, and the American Immigration Council/Immigration Justice Campaign.
  • Stakeholder Engagement: Directly engage AILA members, the American Immigration Council, coalition partners, and other stakeholders via social media platforms, fostering conversations and relationships.
  • Team Collaboration: Work with Communications and Outreach team members and outside vendors.
  • Leadership: Play a leadership role in working with AILA departments across the entire association on social media needs/projects.
  • Influencer Relations: Develop and maintain relationships with key influencers and keep updated/current lists of those influencers across multiple categories.
  • Digital Training: Offer digital media training presentations to AILA members.
  • Trend Monitoring: Help monitor and analyze immigration law/policy trends discussed on social media platforms, flag potentially problematic issues and trends to the Communications and GR Teams, and help identify existing resources for amplification.
  • Amplification Strategies: Implement social media amplification strategies to continue pushing material out after initial posting with a focus on internal, non-revenue-generated material (e.g., policy briefs, AILA sign-on letters, American Immigration Council resources).
  • Analytics and Reporting: Analyze and interpret results, actively listen to the social media community, and regularly report on analytics.

3. Digital Media Specialist Responsibilities

  • Consumer Analysis: Analyze shoppers, end-users, and consumers.
  • Market Differentiation: Understand and analyze market and channel differentiations, interpret data, and identify areas of opportunity and growth.
  • Campaign Performance: Work with sales and data partners to understand and analyze omnichannel campaign performance and generate actionable insights.
  • Feedback Monitoring: Assist in social and online consumer feedback and review monitoring, reporting, and responding.
  • Category Growth Vision: Contribute to creating a vision for category growth and translate it into aligned action plans.
  • Media and Marketing: Assist in media and marketing planning and execution, collaborating with sales and various agency partners.
  • Assortment Optimization: Understand assortment by channel, competitive landscape, and key promotions/campaigns to optimize and improve future plans.
  • Digital Content Strategy: Assist in general digital content strategy, process, and development (above and below-the-fold digital shelf content).
  • Brand Growth Opportunities: Identify brand growth opportunities and ideas based on data and research.
  • Data Collaboration: Collaborate with data partners for insights and strategy development.
  • Campaign Briefing: Assist in creating briefs for new/upcoming campaigns tied to key product launches and innovation pipelines aligned with overall content and digital activation strategy.
  • Activation and Performance: Engage product supply, sales force, global teams, agencies, and external partners; update sales tools and assets for digital and shopper marketing programs.
  • KPI Analysis: Learn to set the right KPIs, analyze them, and create ongoing dashboards and reporting.

4. Digital Media Specialist Job Summary

  • Project Specification Development: Analyze internal customer multimedia requests, formulate project concepts, and develop project specifications including scripts, scheduling, locations, and shooting plans.
  • Multimedia Editing: Edit footage, complete graphic design work, develop web content, and follow all digital media approval processes.
  • Content Production: Develop, edit, and produce finished, distributable photos, videos, web content, and manuals.
  • Requirement Analysis: Communicate with the Digital Media Supervisor to clearly define and understand work requirements, goals, and constraints related to time, policy, cost, or quality.
  • Team Mentoring: Mentor, assist, and train Digital Media Specialists in digital capture (video and still), script writing, program editing, set development, directing, backup and archiving, and technical support.
  • Archival Management: Maintain the company’s photo, video, and related printed archives.
  • Resource Protection: Protect digital media resources through strict adherence to company security and archival processes and policies.
  • Strategy Development: Contribute to the development of digital media strategy, tactics, plans, and processes using Continuous Improvement methods.
  • Technology Evaluation: Evaluate and report on the practical application of new technologies appropriate to the area of responsibility.
  • Equipment Recommendations: Make recommendations for computer equipment and software.
  • Hardware/Software Coordination: Coordinate the acquisition of hardware and software with the Digital Media Supervisor.

5. Digital Media Specialist Accountabilities

  • Client Needs Evaluation: Work with Account and Creative teams to evaluate client needs with respect to digital media placement.
  • Digital Media Planning: Prepare digital media plans, execute digital media buys, and handle reporting and analysis.
  • Market Research Analysis: Analyze market research and demographic data to determine the most effective digital media tactics for reaching target audiences.
  • Budget Management: Implement, plan, and maintain budget control throughout the entire process.
  • Ad Optimization: Analyze, manage, and optimize ads across digital platforms to ensure maximum effectiveness.
  • Trend Monitoring: Keep current on all digital media trends and technologies.
  • Campaign Performance Oversight: Oversee media campaign performance by monitoring pacing, key KPIs, and implementing optimizations.
  • Research and Information Gathering: Research and gather appropriate information pre-, during, and post-buy.
  • Tool Proficiency: Use tools and technologies such as DSPs, Facebook, Google Ads, DCM trafficking and reporting, attribution technologies, and Datorama.
  • Partner Communication: Prepare and distribute partner communications.
  • Process Implementation: Follow internal processes and ensure correct implementation across campaigns.
  • Reporting Expertise: Function as day-to-day expert on placement-level reporting and analysis in both internal and external communications.
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