Digital Marketing Specialist job description

Digital marketing — Digital Marketing Specialist
Owns a channel or workflow and reports on its performance.

REQUIRED SKILLS
Paid Media
- Paid Search Campaign Management — You can run a search account independently, adjusting bids and keywords against a target cost per result and explaining why a campaign is under or over performing.
- Paid Social Campaign Management — You can run a social ad account independently, testing audiences and placements against a target result and explaining a swing in performance using the data.
- Campaign Structure and Budget Allocation — You can structure the ad groups or ad sets of a single campaign sensibly for the objective it serves, and split its budget across them with a stated rationale.
- Programmatic and Display Advertising — You can run a live display buy to an agreed budget and target cost, pause placements that waste spend and rotate creative on a schedule. You raise pacing problems yourself rather than waiting to be asked.

Lifecycle Marketing
- Audience Segmentation and Targeting — You can build a segment from a stated rule, such as recency or a product owned, using the tools the team already has.
- Marketing Automation Workflow Design — You can design a straightforward flow such as a welcome or abandoned basket series, set the entry and exit rules and stop contacts receiving it twice. You test every branch before switching it on.
- Lifecycle Email Marketing — You can own the email programme for a lifecycle stage, setting the segments, cadence and offers and changing them from what the results show. You know when not to send as well as when to send.
- Email Deliverability and List Health — You can read a post-send report for bounce, complaint and unsubscribe rates and act on the figures that look wrong. You suppress inactive contacts to an agreed rule instead of mailing everyone on the list.

CRO & Creative
- Landing Page Design and Optimisation — You can build a new landing page from a template and a brief, and read its conversion rate against previous pages.
- Conversion Rate Testing — You can design and launch a simple A/B test with one changed element and a stated success metric, with support.
- Creative Testing and Iteration — You can run an ongoing creative testing cadence for a channel, pull out the pattern behind several winning ads, and brief a new creative round from it.
- Brand Messaging and Positioning — You can adapt approved messaging to a new channel or format without drifting from the guide, and flag when a brief conflicts with it.
- Ad Copywriting — You can write the whole set of copy for a campaign across ads, landing page and lifecycle messages so it reads as one message. You choose which lines are worth testing and can say why one of them works.
- Experiment Prioritisation and Roadmapping — You can write up a test idea with the change, the audience and the metric it should move, and add it to the team backlog. Someone else decides whether it runs and in what order.

Measurement
- Marketing Attribution Modelling — You can explain the difference between the common attribution models and say which one a given report is using.
- Web and Campaign Analytics — You can investigate a change in traffic or conversion using analytics tools without being told where to look, and separate a real shift from noise.
- Conversion Tracking and Tagging — You can build the UTM tagging for a campaign to the agreed naming convention and set up standard conversion events. You test in preview mode and fix tags that fire twice or not at all.
- Marketing Reporting and Insight — You can produce the regular report for a channel, explain in plain words what moved and why, and answer follow-up questions on the numbers. You query results that look wrong instead of publishing them.

Marketing Strategy
- Channel Mix Strategy — You can explain what each channel the team uses is generally good for.
- Marketing Budget Management — You can build a budget for a single campaign from a target result, and explain a variance against it after the campaign runs.
- Marketing Technology Stack Management — You can configure a tool to an agreed setup, keep its data flowing to the CRM and raise support tickets with enough detail to get a fix. You keep an accurate record of what is connected to what.
- Campaign Performance Forecasting — You can forecast volume and cost for one channel from its own history, then compare what happened against what you predicted. You explain a miss rather than quietly editing the model.

Delivery
- Project Management — You can break a small piece of work into tasks, sequence them, and run it to a date you agreed, escalating risks before they become slips.
- Planning & Estimation — You can estimate your own tasks with reasonable accuracy and deliver at a steady enough pace that other people can plan around you.
- Ownership & Accountability — You can pick up a problem that has no obvious owner and make yourself the accountable party for it, including the parts nobody enjoys.
- Quality Focus — You can define what good enough means for a project, put the checks in place to prove it, and hold back a release that misses the bar.

Craft
- Problem Solving — You can break a large, ambiguous problem into tractable pieces, weigh the options against evidence, and explain the tradeoff you chose.
- Domain Expertise — You can work confidently across the systems and tools your team uses daily, and you can explain how your work serves the team's goals.
- Continuous Learning — You can pick up an unfamiliar area fast enough to be useful in it, and you turn what you learned into something others can reuse.

Communication
- Communication — You can explain a complex topic to people with very different backgrounds, adjusting the detail to the audience without talking down to them.
- Collaboration — You can build working relationships beyond your own team and get things done through people who do not report to you.
- Technical Writing — You can write for a defined audience, whether a proposal, a runbook, or a decision record, and make the reasoning as clear as the conclusion.
- Stakeholder Management — You can identify who is affected by your work and keep them updated at a level of detail and a cadence that suits them.

Leadership
- Leadership — You can identify a problem and propose a way forward unprompted, and you take a small leading role such as running a working group.
- Mentoring — You can onboard someone onto your team's work, answer their questions patiently, and give feedback specific enough to act on.
- Strategic Thinking — You can connect your team's work to its goals and question a task that does not appear to serve them.

REQUIRED CERTIFICATIONS
- Google Ads Search Certification (required from Digital Marketing Specialist)
- Google Analytics Certification (required from Digital Marketing Specialist)
- Meta Certified Digital Marketing Associate (required from Digital Marketing Specialist)