Digital Marketing Specialist job description

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

RESPONSIBILITIES
- 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.
- Run a social ad account independently, testing audiences and placements against a target result and explaining a swing in performance using the data.
- Structure the ad groups or ad sets of one campaign around its objective and explain why you split them that way.
- Run a live display buy to an agreed budget and target cost, pause placements that waste spend and rotate creative on a schedule.
- Build a segment from a stated rule, such as recency or a product owned, using the tools the team already has.
- Design a straightforward flow such as a welcome or abandoned basket series, set the entry and exit rules and stop contacts receiving it twice.

REQUIREMENTS
- Experience at the Marketing Executive level (level 1 of 5) or equivalent
- Holds Google Ads Search Certification, Google Analytics Certification and Meta Certified Digital Marketing Associate

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 and Account Structure — You can structure the ad groups or ad sets of one campaign around its objective and explain why you split them that way.
- 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 program for a lifecycle stage, changing segments, cadence and offers from the results and suppressing sends that would not help the recipient.
- Email Deliverability and List Health — You can act on bounce, complaint and unsubscribe rates in a post-send report and keep a dated consent record for each address you mail.

CRO & Creative
- Landing Page Design and Optimization — You can build a new landing page from a template and a brief, and read its conversion rate against previous pages.
- Conversion Testing and Experiment Program — You can design and launch a simple A/B test with one changed element and a stated success metric, scoring the idea for impact and effort with the team method.
- 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 copy set for a campaign across ads, landing page and lifecycle messages as one message, with each claim evidenced and required disclosures in place.

Measurement
- Marketing Attribution Modeling — 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 without being told where to look, checking for tracking faults before calling it a real shift.
- Conversion Tracking and Tagging — You can build campaign UTM tagging to the naming convention and set standard conversion events that fire only after the visitor's consent choice allows it.
- 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.
- Market and Customer Insight — You can run a short customer survey with guidance and summarize the findings in a one-page note that states the sample size.

Organic & Community
- Organic Social and Community Marketing — You can plan a month of organic posts for one platform from audience data and moderate its community within the published guidelines.

Delivery
- Project Management — You can organize a small piece of work into steps, put them in a sensible order, and finish it by the date you agreed, raising problems before they cause a delay.
- Planning & Estimation — You can estimate your own work with reasonable accuracy and keep 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 accountable for it, including the parts nobody enjoys.
- Quality Focus — You can define what good enough means for a project, put checks in place to show it has been met, and hold work back when it falls short.

Craft
- Problem Solving — You can break a large, ambiguous problem into pieces and weigh the options for each against the evidence.
- Domain Expertise — You can work confidently with the tools and methods 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.
- Writing & Documentation — You can write for a defined audience, whether a proposal, a policy, a report, 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 frequency that suits them.

Leadership
- Leadership — You can spot a problem and propose a way forward unprompted, and you take a small leading role such as running a working group.
- Mentoring — You can help someone new settle into 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)