WHAT DOES A DIGITAL SPECIALIST DO?
Published: Nov 19, 2024 - The Digital Specialist develops and implements marketing strategies to enhance traffic and achieve specific KPIs, while ensuring alignment with promotional activities and event updates across websites and inventories. This position analyzes competitor strategies and digital presence to refine marketing efforts and adapts to industry trends to optimize digital strategies, including social media engagements and platform utilization. This role manages marketing budgets for Denmark and Norway, collaborates with Performance and Brand Marketing teams on media planning, and fosters partnerships to strengthen brand presence across retail platforms.
A Review of Professional Skills and Functions for Digital Specialist
1. Digital Specialist Duties
- Content Management Systems (CMS): Utilize several content management systems (Drupal, Gather Content, Convio Luminate, Salesforce, and WordPress) to build and maintain assigned web properties (internal or external).
- HTML Customization: Customize and enhance content with HTML.
- Web Expertise: Applies web expertise to support client needs and objectives via published online content.
- Project Management: Serves as a contact for assigned projects.
- Web Graphic Design: Designs and produces web graphics for websites, emails, social media, and other digital communications, produces content using Adobe Creative Suite.
- Web Usability and Architecture: Applies knowledge of and experience with principles of web usability, architecture, search, and interfaces, and other functions related to digital marketing.
- Communication: Communicates regularly with supervisors, clients, and associates (team leaders/members) to ensure all project aspects are clearly, mutually understood and agreed upon.
- Status Updates: Provides status updates so that deliverables will be on-time and potential issues are identified and addressed.
- Quality Control: Ensures style guidelines are followed and the project adheres to specifications and standards.
- Troubleshooting: Troubleshoots on various web-related needs or issues.
- Web Analytics: Utilizes web analytics tools (e.g., Google Analytics) to help make marketing decisions around web content and creativity.
2. Digital Specialist Details
- Customer Service: Take charge of customer service for any upcoming inquiries about technical matters.
- Ticket Distribution: Arrangement of the ticket distribution for a particular team that is in need.
- Issue Management: Handling the existing and/or possible issues that might arise in the future.
- Account Management: Responsible for the user's account for any issues that are in need of management help.
- Problem Solving: Observe and analyze the client's needs and concerns, and propose any effective solution for resolving the problem.
- Customer Communication: Inform customers about any new updates and/or arrangements for the application installation and the quality standard.
- Documentation Management: Responsible for all of the documentation that is relevant to technical matters.
- Process Improvement: Propose any ideas for further improvement in the workflow procedure.
- Ad-Hoc Support: Assist in any ad-hoc task at any time when in need of support.
- SEO/SEM: Contributes to search engine optimization (SEO) of web content and search engine marketing (SEM) initiatives where applicable.
- Project Management: Manages other ad hoc digital-related projects as requested by colleagues or assigned by supervisor.
3. Digital Specialist Responsibilities
- Brand Voice: Maintain a strong online company voice through digital touchpoints.
- Agency Management: Managing digital agency relationships, day-to-day production as well as campaign budgets and schedules.
- Cross-Regional Collaboration: Working closely with HQ and the regional countries.
- Asset Coordination: Coordination for the adaptations of global assets to align with global digital guidelines.
- Website Management: Maintaining and administration of regional websites.
- HTML Implementation: Implementing HTML pages and new features on the website.
- Campaign Planning: Planning and execution of regional digital marketing campaigns.
- Analytics and Reporting: Owning and maintaining site analytics, metrics, and campaign reporting.
- Reporting: Preparing and submitting reports on digital marketing activities.
- Trend Monitoring: Monitoring digital marketing trends and competition.
- Social Media Management: Constructing, improving, and ensuring maintenance of Social Media channels.
4. Digital Specialist Job Summary
- Marketing Strategy: Develop and implement marketing plans and initiatives to attract traffic and achieve KPIs.
- Website Management: Ensure websites and inventories are updated and in line with the Marketing plan for promotions, events, etc.
- Reporting and Analytics: Assist the Marketing and Digital Manager with various reports and analytics on site traffic, budgets, and performance.
- Partner Relations: Maintain relationships with various retail partners to maintain a strong brand presence throughout their websites.
- Social Media Management: Attend to the brand's social accounts to maximize consumer interaction and exposure.
- Budget Management: Oversee the marketing budget for Denmark and Norway, including sharing responsibility for media budget planning & KPIs with the Performance and Brand Marketing teams.
- Competitive Analysis: Analyze our competitors in order to identify what they are doing and leverage any business niche.
- Digital Strategy Comparison: Compare and analyze our company’s digital strategy and offerings with those of our competing businesses and customers to better customize their needs.
- Industry Trends: Stay up to date on industry trends, adjusting and optimizing the strategy and staying current with emerging opportunities in the digital marketing world, as well as on social media technology developments and amplification strategies.
- Platform Recommendation: Recommend platforms and tools as necessary for inclusion in the company’s strategy.
- Social Media Best Practices: Keep current on social media best practices, identify new opportunities, and run training on recommended techniques.
5. Digital Specialist Accountabilities
- Global Marketing Strategy: Support the delivery of the company's global content and digital marketing strategies.
- Event Management: Execute virtual events program encompassing the company's hosted external webinars, internal webinars, and supporting the events manager with the delivery of third-party sponsored virtual events.
- Email Campaigns: Execute email program using Stoneshot and share engagement metrics with business stakeholders after each campaign.
- Social Media and Web Management: Manage day-to-day social media activity and website publishing within the compliance framework.
- Account-Based Marketing: Establish an account-based marketing campaign to improve prospect targeting and nurture potential leads.
- Data Management: Review US contact data within Salesforce to ensure it is fit for external communications, identify any gaps, and work with the support teams to ensure it is regularly updated.
- Content Distribution: Look for opportunities to increase the distribution of investment content via third-party platforms such as Savvy Investor as well as to the existing contact base in Salesforce by increasing marketing preference sign-up.
- Technology Integration: Contribute to identifying and onboarding new technology solutions with the Head of Digital, taking responsibility for adoption.
- Marketing Analysis: Contribute to the Marketing MI pack and provide meaningful observations on where activity could be improved, replicated, or time/budget redeployed to add the most value.
- Digital Procedures: Ownership of US digital procedures and US activity within digital team procedures.
- Intranet Management: Ad hoc maintenance of intranet including homepage updates.
- Marketing Support: Ongoing support for marketing efforts.