Digital Marketing Skills Roles

1. Digital Marketing Job Description And Role Definitions Helping you recruit and develop the right digital skills in your organisation plus benchmark your own skills and salary Authors: Susanne Colwyn and Dave Chaffey (Editor) Part of the Managing Digital Marketing Teams Toolkit Template

2. 2 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Introduction to our digital recruitment guide Why use this template? Supporting the digital marketing recruitment process This guide provides a range of practical templates and advice from some leading recruitment agencies to support managers in the recruitment of digital marketing specialists to resource digital marketing activities within their team structure. The Job Descriptions in this template are intended to help identify the right type of role and the right type of person to improve the contribution of digital marketing in an organisation. Through defining clear competencies for an organisation its intended to save time when developing job descriptions to advertise for new recruits or recruiting into existing digital marketing roles. The role descriptions may also be useful for updating existing employee job roles. In some companies, HR training plans are created against job skills, linked closely to performance objectives and the focus is to re-train current marketing staff through CPD (continuing professional development), courses, exhibitions or external courses. Where companies are clearly under-resourced in digital marketing or current staff do not have the motivation to upskill, then the company will need to recruit externally and employ those who can literally ‘hit the ground running’. The specifications of requirements for digital jobs plus tips and advice in this guide will also help marketing professionals to identify their own personal career and training goals, in line with the worldwide growth1 in need for digital marketing skills. On a personal level, it may also help prepare for interviews since it defines the capabilities sought by businesses. Job roles covered in this template? We partnered with UK Jobs Advertising site OnlyMarketingJobs.com to evaluate the top 10 most common types of current digital marketing jobs. This is based on over 2,000 roles which have been advertised in the past 3 months by a range of recruitment agencies and direct from employers, and have derived ten relevant templates which list key roles which are in demand in the UK. We hope these will also be relevant in other countries where our Expert members are based and we believe they can be applied throughout Europe and in the US, Canada, Australia and New Zealand where the majority of our members are based. The roles are focussed on key digital marketing skills include CRM, Analytics, Search, PPC, Social Media, Social Media Platforms Development and the management of digital platforms and tools across the Agency and Client-side., The digital marketing role job descriptions We have identified the top ten most important roles, and a template is provided in this guide for each role. þþ Analytics Manager on page 8 þþ CRM Manager (incorporating Email marketing) on page 14 þþ Content Manager / Content Marketing Manager on page 11 þþ Digital Director or Head of Digital Marketing on page 21 þþ Digital Integrated Copywriter on page 24 þþ Digital Marketing Manager or Web Manager on page 27 1 Smart Insights infographic showing growth in different digital roles

3. 3 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Ecommerce Manager on page 30r þþ PPC Search Manager on page 33 þþ Search Manager and/or SEO Manager on page 36 þþ Social Media Manager (Community Manager) on page 39 þþ Web Developer / Web Designer on page 42 Different levels of seniority in different company sizes Depending on the size of the company, a “Head of” or “Manager” role such as Digital Marketing Manager or Ecommerce Manager may be a single person in the team (often a more junior role in smaller companies) or may have other staff in digital roles reporting into them (typically a more senior role in a larger company). We have written the job specifications such that the roles can be amended for these different sizes of company and scope of work. Sections of criteria covered within the job descriptions The templates provide the following sections: Variation of job titles, junior roles to support this role, location, industry, client/agency-side, summary scope, main duties, person specifications (soft and hard skills) and current average salary. When companies are looking to recruit staff within these roles, we believe this is a useful framework to apply in both writing the job specification and to help with scoring key desirable and essential skills during the interview stage. It may also be useful to check if anyone currently in the organisation has these skills, where they work and to check if there is room to up-skill and if the structure is right for the new role being advertised and pitched at the right salary. Do pay for what you get and you retain good staff, if you start off right! From a candidate’s perspective, or someone seeking a new role, it will help them highlight key skills on their CV which employers are looking for or even show skills which they are looking to develop. Salary benchmarks Naturally you will want to benchmark your salary against similar roles in your region! Salary checkers are the best bet for this - we give recommendations for these at the end of this template. Indicative salary ranges for each role are also included. Related checklists and templates: þþ Smart Insights Guide to structuring a digital team – gives examples of roles within team structures of different types and sizes. þþ Smart Insights Guide to making an investment in digital marketing – explains an approach to make the case for more investment in digital marketing resources Tell-us-what you think! Dave Chaffey and team have developed these checklists based on working with many types of companies and in training. But improvements are always possible, so please email: support@smartinsights.com with your ideas on improving this guide or new guides to help your work. Thanks!

4. 4 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Tips for recruiting to digital marketing roles We asked leading recruitment advertising agencies five questions, designed to help companies with the digital marketing recruitment process and to provide some practical tips on what to look for when recruiting digital staff’. The agencies interviewed, were Michael Page, Networking Marketing and OnlyMarketing- jobs.com, who have worked closely with us on this guide . Recommendations from Dan Boneham of Michael Page Hints and Tips from Dan Boneham, Senior Marketing Consultant at Michael Page. Q1. What would you say are the top 5 tips you would give a company to help them sift through the job applications? I have a “Yes”, “No” and a “Maybe” pile. If you have enough yes’s for a strong shortlist then fantastic, if not then revisit some “maybes”. Work in intervals to ensure you maintain 100% concentration when sifting through candidate’s application forms. How a candidate writes their application is important, a lack of attention to detail regarding grammar and structure is a good indication to their attitude to work. If a candidate has worked in numerous contracts do not necessarily read too much into this; the current climate has made it hard to find long term opportunities. I also recommend having a list of essential and desirable skills to tick off when assessing a candidate’s eligibility for a position Q2. How can a company ensure that a candidate can deliver and not just ‘ talk the talk’? We normally recommend introducing a practical task based on what the candidate would be expected to do in the role. In any interview a candidate may have the ability to sell themselves much more than another but introducing the practical task element gives candidates who are not as strong in an interview to show their true strengths. Q3. Are there any tips you can give companies to improve their job specifications, to help to recruit the right candidate? I believe that taking the time to discuss the role with the Line Manager in as much detail as possible ensures that the Advert you release to potential candidates is as accurate as possible. 10 minutes of a Line Manager’s time at the beginning of the process can save your company much more time and money recruiting the right candidate. Q4. From your recent experience, what have been the digital skills gaps which companies are looking to fill? Digital is something that in the last 18 months – 2 years has seen a tremendous increase in demand, most notably in Social Media. Businesses have highlighted the importance of using online platforms such as Twitter, Linkedin and in some instances Facebook to market their business effectively. Social media is a skill that businesses are increasingly looking to take advantage of. As I am

5. 5 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! a marketing specific recruiter this is obviously not an overview of the whole market but in marketing social media is a skill which can be the difference between being successful and unsuccessful in an application. Q5. What advice would you give Interviewers to ensure they are asking the right questions, to ensure the candidates can deliver against the job specification? Interview questions are all about asking open questions to get as much information from the candidate as possible. Closed questions will more commonly than not get a Yes or No answer. As an interviewer, I will always go through each point on a job description and ask the candidate to relate their previous experience to that particular section of the job specification. Ask candidates to go into as much detail as possible and probe as far down into the mechanics of a role as you feel is necessary to discover the candidates true contribution to the previous jobs. Recommendations from Mark Lennox of OnlyMarketingjobs.com Hints and Tips from Mark Lennox, Co-Founder OnlyMarketingJobs.com. Q1. What would you say are the top 5 tips you would give a company to help them sift through the job applications? I’d actually take it back a step and make sure you have some simple and fair filter questions based on location, work visa and essential skills. These are equally helpful to the candidate to ensure they don’t apply for the wrong positions. Review the candidate’s summary. As long as it’s not a generic one (which are pointless) you should see and overview of the candidate’s experience without having to search through the whole CV. Q2. How can a company ensure that a candidate can deliver and not just ‘ talk the talk’? There’s only a certain amount of time an unsuitable or inexperienced candidate can mask their experience. The main areas delve deeper are: þþ Facts and figures þþ Their online profile on Linkedin, Facebook, twitter. Start by ‘Googling’ them. You’re looking for a professional, descriptive, well written profile with recommendations (especially within LinkedIn). þþ Taking references þþ Ask questions based on live scenarios Q3. Are there any tips you can give companies to improve their job specifications, to help to recruit the right candidate? Firstly it’s important to understand the difference between a job specification and a job advert. A job advert is displayed on job boards such as Onlymarketigjobs.com and is used to attract candidates. A job specification is used to provide a full description of the role once the candidate has applied. A job spec is also used to provide acting recruitment consultants a solid brief. Get it round the wrong way and you’ll struggle to recruit. For job adverts I recommend: þþ 1. use a generic job title.

6. 6 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ 2. make it exciting and interesting, sell the job and the company. þþ 3. keep it brief, no more than 200 words. þþ 4. don’t be too picky, you’d rather receive an application and then reject, than miss out all together. For Job specs I recommend: þþ 1. Make it informative and factual. þþ 2. Ensure you cover the most important components, about the company, about the role, about the skills and experience you will need, the package and benefits including training, career progression etc þþ 3. Don’t state the obvious, everyone wants a team player with excellent communication skills. Q4. From your recent experience, what have been the digital skills gaps which companies are looking to fill? I’d say: þþ Social Media Management þþ Community Management þþ SEO þþ PPC þþ Analytics Recommendations from Jonathan Hirst, Network Marketing Hints and Tips from Jonathan Hirst, Managing Director of Network Marketing. Q1. What would you say are the top 5 tips you would give a company to help them sift through the job applications? þþ Be clear about your ‘key’ requirements, usually we’ll have 5 key things that we’re looking for that should jump out of the CV. þþ Trust your instincts when speed reading the CVs on your long-list, they’ll probably be right. þþ Judge a book by its cover; if the CV has errors, is poorly formatted or, frankly, just doesn’t look right then the chances are the candidates will be a disappointment too. þþ Don’t waste time reading lengthy paragraphs of people’s ‘personal statements’. They won’t help you to determine if the person can actually do the job. þþ Use social media (LinkedIn primarily) to do a little extra research before you commit to interviews. Q2. How can a company ensure that a candidate can deliver and not just ‘ talk the talk’? This is entirely down to the interviewers ability unless you are recruiting for a role that can be tested (even then there can be anomalies here). We provide interview training that explains how to ask questions that enable you to probe further than the initial response you receive. These types of probing questions mean that you are pushing the candidate beyond their comfort zone and very often cracks in their responses will start to appear.

7. 7 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Q3. Are there any tips you can give companies to improve their job specifications, to help to recruit the right candidate? Try to avoid a ‘templated’ (dare I say it, HR) approach to specifications. Some of the worst specs that we see are ones where the recruiter seems to have begrudgingly filled in every box with banal statements, copied information and generalisations. Stick to a simple formula that encompasses truly what the role is and what you need people to be able to do. Q4. From your recent experience, what have been the digital skills gaps which companies are looking to fill? The biggest gap is in those people who would probably be classed as ‘middle-weight’. By that we mean Account Manager level both on account handling and digital creative/ developers. Overall however the demand for digital staff is very high and there are volume shortages rather than skill shortages. The roles We currently have 12 roles covered which cover all the main roles in a digital team. These are, in alphabetical order: þþ Analytics or Digital Insights Manager þþ Content / Content marketing manager þþ CRM Manager þþ Digital Account Manager/ Sales Director þþ Digital Director / Head of Digital þþ Digital Integrated Copywriter þþ Digital Marketing Manager þþ Ecommerce Manager þþ PPC Search Manager þþ Search Manager þþ Social Media or Community Manager þþ Web Developer Designer. The templates below provide a framework when recruiting to these ten roles and a checklist, to ensure that this role will fit into both the structure of the organisation and meet the key digital skills gaps.

8. 8 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Analytics or Digital Insights Manager Analytics roles are increasingly important in marketing teams since there is a need to demonstrate ROI and improve efficiency of digital channels. Often these roles combine marketing and digital marketing elements and may be shared with similar roles in a separate business analyst or finance team. Job description for Analytics or Digital Insights Manager 1. Role: Analytics Manager/ Insight Manager Variation of job titles with the same responsibilities: Head of Analytics, Analytics Executive Manager, Lead Analyst, Insight Analytics Manager, Senior Insight, Analyst and Senior Web Analyst. 2. Junior roles within the team Analytics Executive, Insight Analyst and Web Analyst. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Responsible for the accurate implementation of visitor, lead and sales tracking and analysis across multiple platforms. þþ Develop business reporting to improve actionable insight by creating relevant dashboards showing commercial performance and the effectiveness of marketing through KPIs. þþ Present key recommendations from reports, including actionable insights for key stakeholders, including customer profiling data to feed into marketing strategies. þþ Responsible for Web Analytics and optimisation solutions and systems. þþ Define, monitor and implement the Web Analytics strategy and associated data analysis. þþ Provide relevant analytics and systems training to teams where relevant. þþ Develop strong relationships and engage with teams to obtain data for the business and understand the importance of analytics. þþ Identify up-to-date relevant tools to support data management and analysis of campaigns. þþ Recommend and implement data modelling techniques for forecasting and insight for the business, including A/B or multivariate testing. þþ Understand and implement segmentation such as Lifetime Value, Behavioural analysis and Model behaviour. þþ Some roles are heavily focussed on the understanding of brand creation and creating customer insight plans to support it. þþ Some roles ask for concept testing; link tests, adtracking and brand positioning (focused towards Marketing Data Analyst jobs).

9. 9 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ In larger organisations, roles involve working with related departments named as CRM and Marketing teams. 8. Person Spec: Skills and Experience Management/Softer Skills þþ Pro-active and results orientated. þþ Engage and influence stakeholders. þþ Strong analytical skills. þþ Strong communication skills and ability to translate data into commercial actionable plans. þþ Astute commercial acumen. þþ Entrepreneurial flair (some roles) and cultural fit! þþ Comfortable with being ‘vocal’ and ‘challenging opinions!’ þþ “Hit the ground running” – key buzzword these days! þþ Excellent project management skills and attention to detail. þþ Ability to multi-task. þþ Experience and comfortable with presenting to senior management teams. þþ Strong Leader and ability to nurture the team and grow a team! Technical/Specific experience þþ Previous experience of customer driven organisations! (all companies!) þþ Experience of analysing complex data and large data volumes. þþ Knowledge and application of best practice customer insight principles. þþ Understanding of product and service design. þþ Some roles ask for background in research. þþ SAS, SPSS or CRM Database experience (some roles). þþ Background in research (some roles). þþ Some roles ask for sector specific experience. þþ Track record of identifying growth opportunities for the business from data analysis. þþ Take ownership of the insight plan at a brand level (some roles). þþ Experience of analytical tools. þþ Knowledge of Advanced Excel and VBA programming. þþ Experience of building statistical models (logistic, regression, clustering etc) for more junior / analytical roles. 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving. 10. Professional Qualifications and Associations þþ At least 5 years experience in a data analytical role.

10. 10 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þ Degree in Maths, Economics, Statistics, Physics or Business (some roles). þþ Some roles ask for Masters in Stats or advanced SAS techniques including macros. 11. Salary ranges UK: £48K Average, £39K - £73K (LinkedIn) US equivalent - Market Research analysts $42K - $64K

11. 11 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Content Manager / Content Marketing Manager 1. Role: The variation on job titles spans both Content Marketing management (more focused on content promotion and distribution) and Content Management (more focused on content quality include content management platforms and process. The roles are Digital Content Manager, Web Content Manager, Programme Communications Manager, Content and Com- munications Manager, Senior Communications Manager, Senior Content Manager – Data and Analytics, Online Content Manager, Online Marketing Manager and Marketer/Copywriter. Job description for the Content Manager 2. Junior roles within the team The more junior roles include Junior/Senior + Job titles above, 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Leading and overseeing the research, development and production of quality content for on-line and off-line publicity channels (particularly for Content Marketing) channels. þþ Managing con campaigns, across online and social media channels and marketing automation. þþ Increasing awareness of the brand, product and services both internally and externally through outreach and social media amplification. þþ Manage aspects of the website content and for some roles, asks specifically for knowledge of SEO experience, e.g. keyword research, on-page optimisation, technical SEO and link-building best practices. þþ Ensure Content Marketing is integrated with the PR Strategy. þþ Ability to write (more junior roles) a variety of content across channels, including blog posts, emails, and social media in a variety of formats for newsletters, case studies, marketing publicity etc. Some roles state the person is solely responsible for the digital content strategy. þþ Create internal content, including presentations emails, brochures and internal sales collateral. þþ Own and manage the branding guidelines and check for compliance. þþ Some roles ask for PPC campaign management. þþ Some roles ask for survey and poll experience þþ Responsible for development the PR Strategy, both on and off-line. þþ Some roles ask for the management of teams along with external suppliers and key

12. 12 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! stakeholders. 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Excellent writing and editorial skills. þþ A ‘creative thinker’ þþ Passionate and ‘an eye on cutting edge’ platforms. þþ Line management experience. þþ Budget experience. þþ Team skills. þþ Excellent project management skills. þþ Ability to liaise with senior management and influence key decision-makers. þþ Line management experience. þþ Ambitious and confident. þþ Results focused. þþ Eye for detail and meticulous þþ Curate and promote digital content þþ Technical/Specific Experience þþ Digital channel experience and some specify the channel (ie. Facebook, Twitter LinkedIn, Discussion groups) þþ Knowledge of data analytics and processes þþ Video production experience. þþ Ability to interact with engaging content across social media, and can represent the company with the right messages. þþ Some roles are seeking experience in specific CMS, e.g. Wordpress, Drupal, CQ5, Joomla and understanding of HTML. þþ Experience in writing for different audiences. þþ Some dual roles ie. Digital Manager/Content Manager are looking for experience in managing and delivering search marketing and analytics reporting. þþ Some sectors are looking for sector experience ie. In Retail or managing content for a global audience þþ Some roles asking for Adobe Indesign, Illustrator or Photoshop, and CSS skills þþ Analytical skills including Google Analytics þþ Experience of working with Graphic Designers on Infographics and Interactive graphics. þþ Experience of social media listening tools including Radian6 þþ Understanding of user engagement and social media þþ Understanding of B2B tech landscape

13. 13 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving. 10. Professional Qualifications and Associations þþ Degree or relevant qualification with the CIPR. Some ask for a Journalism Graduate þþ Experience of working with editorial or content. þþ Previous marketing experience. 11. Salary ranges UK LinkedIn: £45K average. £35K - £87K (high-end ad copywriters?) US: $39K - $61K

14. 14 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! CRM Manager (incorporating Email marketing) Customer Relationship Management can be managed differently according to the business case and goals of the organisation; whether is focussed towards systems or customer communications strategy and this is reflected in the scope of job description. Consequently, the roles can include any combination or single focus towards: CRM systems to integrate systems to support conversion or acquisition campaigns, email marketing planning and execution, improving the customer service, improving the customer experience, contact strategies and customer journey mapping. It can be difficult to define generic skills for this role, as it’s important to consider the above and also the existing skills within the organisation, and whether the deployment of systems is in-house or external. This can often lead to either the Systems or Marketing team driving and managing this role, which again can reflect the job description. Job description for CRM Manager 1. Role: CRM Manager Variation of job title with similar responsibilities are named as: Digital and CRM Manager, Head of Digital CRM, Social CRM Manager, CRM Project Manager, CRM Marketing Officer, CRM Team Manager and CRM Campaign Manager. On the Agency side, the roles include Account Manager and Account Director with a CRM Specialism and / email marketing. 2. Junior roles within the team Email and CRM Executive, CRM Analyst, CRM Planner, CRM (Database) Executive, Customer Experience (Analyst, Executive), Senior CRM Adviser/Executive and Senior Planner(CRM). 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Responsible for customer data quality including accuracy, relevance, completeness and security of data across the organisation. þþ Develop and manage multichannel communication programs, and identify added value communication strategies. þþ Plan and manage contact strategies to support lead nurturing, conversion, retention, cross-sell, up-sell or to reduce churn rates. þþ Liaise closely with other departments and engage stakeholders to ensure the CRM Strategy and tools are fully embedded across all integrated campaigns, and ensure ROI is demonstrated. þþ Identify social media trends to keep the business focussed and at the forefront of digital

15. 15 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! trends. þþ Take ownership for the Social, CRM and Contact Strategies. þþ Evaluate, monitor and produce reports including KPIs for CRM (and email marketing) strategies. þþ Plan data selection, segmentation and prepare campaign lists. Ensure the systems can support data selection required. þþ Improve ROI and customer lifetime value across all campaigns. þþ Drive customer insight through the business and manage consumer research programmes. þþ Embed CRM across the brand to improve loyalty or assess opportunities to increase sales. þþ Responsible for all technical aspects of the CRM and email system, to ensure optimisation, delivery and service. þþ Some roles include email marketing and / online marketing and the planning, creation and testing of campaigns.. þþ Contribute to systems and processes documentation, design and customisation, configuration of CRM Systems. þþ Communicate system changes to users and provide training. þþ Management of external agencies, including CRM suppliers and Social Media. 8. Person Spec: Skills and Experience Management/Softer Skills þþ Pro-active and results orientated. þþ Analytical mind. þþ Manage a team; lead and motivate. þþ Passion for digital techniques and technologies. þþ Comfortable with stakeholder engagement, working across departments to manage expectations and prioritise work. þþ Passionate about customer centric communications. þþ Confident and good at all aspects of communication. þþ Organised, practical and influential. þþ A professional and competent consumer focused marketing expert. þþ Ability work to tight deadline dates, and support staff at all levels and from other teams. þþ Excellent project management skills. Technical/Specific experience This varies across roles to those specified as desirable and essential. þþ Specific roles ask for experience of CRM systems and tools i.e. Unica, Teradata, Microsoft Dynamics, Siebel, Sage, SAS and CVM. þþ Specific roles request data selection experience in Chordiant, TCRM, ARM, Fast Stats, SQL and SPSS. þþ Experience of CRM platforms and marketing automation. þþ Experience of social media monitoring tools and social media to include SEO, PPC and

16. 16 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Display(some roles). þþ Experience of using Web Analytics packages. þþ Some roles ask for knowledge of email service providers. þþ Analytical skills, with the ability to interpret and manipulate data and drive actionable data/ insight into campaigns, working with large databases for data segmentation and data mining. þþ Experience of database management. þþ Experience of gathering data requirements from users. þþ Track record of delivery of campaigns in particular communication and complex campaigns. þþ Experience of working in a Direct Marketing. Multi-channel or Analytical environment. þþ Track record of delivering multi-audience CRM strategies in a B2C and / B2B environment. Some ask for specific sectors. The more CRM Analytical roles highlight the additional skills: þþ Experience in configuring systems, þþ Ability to produce workflow diagrams and process requirements. þþ Training, mentoring and workshop delivery. þþ Experience of implementing fully cycle CRM installations. The more junior roles highlight the following: þþ Proficient in Microsoft Office, in particular Excel and Access. þþ Experience in email campaign management and systems. þþ Analytical and creative skills. þþ Analyst roles ask for sales tools such as Eloqua, SFDF, Salesforce, SAS, SQL and predictive modelling. þþ Maintain and manage lists for contact strategy. þþ Manage brand, style and content for comms strategy. þþ Some roles ask for sector experience. 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving, 10. Professional Qualifications and Associations þþ Degree educated þþ Some roles require at least 4 -5 years experience in CRM or for the analytical roles, more specific around systems expertise. þþ Junior roles ask for a Degree and 2 years email campaign management experience.  þþ All roles are asking for degrees for specific systems or software experience rather than professional qualifications.

17. 17 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! 11. Current Salary Range UK: £39K Average LinkedIn. £26K - £69K US: $42K - $70K

18. 18 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Digital Account Manager or Sales Director (Agency role) The Digital Account Manager or Sales Director roles are agency roles. It basically is the traditional Account management Agency role with digital marketing account- abilities. The seniority of these roles are reflected by the salaries and job descriptions, which can determine different specifications i.e. some ask for very specific digital marketing skills rather than management/leadership responsibilities. The common theme is the over-arching responsibility for managing and delivering digital marketing campaigns. Dependant on the sector, some roles are focussed towards one specific digital channel such as video, or ad serving where others are more multi-channel focussed i.e. SEO, PPC, email marketing, mobile, etc. Job description for Digital Account Manager/Sales Director 1. Role: The variation on the job titles include: Digital Account Director, Digital Agency Account Manager, Sales Director for Social Media Platforms, Sales Director (Plus specialism i.e. sector or digital area), Account Director (Plus specialism i.e. integrated, research, channel marketing) and Digital Sales Account Manager. 2. Junior roles within the team The more junior roles are advertised as: Junior Digital Account Executive, Senior Digital Account Executive and Sales Executive (Rich Media). 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility 8. Person Spec: Skills and Experience þþ Responsible for developing client relationships and closing the ‘sale’. þþ Write briefs with detailed functionality specifications (i.e. wireframing). þþ Brief and manage creative teams, and understand all processes and platforms. þþ Responsible for forecasting and profitability, reporting on ROI and maximising financial revenue. þþ Explore new partnerships clients. þþ Ability to work with and manage multi-disciplinary teams i.e. brand, research, technical,

19. 19 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! etc. þþ Ensure customers are fully briefed and kept up-to-date with all digital marketing opportunities to reflect their business. þþ Responsible for the quality of service and delivery of all integrated campaigns across all channels including SEO, PPC, Facebook, LinkedIn,Twitter, etc. þþ Responsible for on-line PR strategies and content where required. Management/Softer Skills þþ Goal orientated. þþ Fun, dynamic person! þþ Comfortable with troubleshooting! þþ Work independently and self motivated. þþ Ability to motivate a team. þþ Excellent customer service skills. þþ Problem solving and project management skills. þþ Strong analytical skills. þþ Passion for technology. þþ Passion for client satisfaction. þþ Passion for revenue and efficiency. þþ Excellent communication skills and open to ideas and feedback. þþ Ability to manage complex projects. þþ Ability to write complex integrated digital campaign briefs. þþ Innovative and creative mind. þþ Experience of working on global brand. þþ Delegate, coach and Inspirer. þþ Naturally charismatic! þþ Understand the client’s technology, products, services and market. þþ Sales person with associated sales skills - passion to win business. þþ Proven experience of revenue generation. Technical/Specific experience þþ Digital Expert and stay abreast of digital and market trends. þþ Understand analytics and software packages. þþ Understanding of social media engagement strategies and successful attributes. þþ Knowledge of social media platforms (Facebook, LinkedIn, Youtube, Twitter etc) and deployment strategies. þþ Experience of content creation. þþ Understanding of interactive strategy. þþ Experience in particular sectors (for some roles). þþ Understanding of brand strategy and deployment. þþ Experience of working on global brands. þþ Some roles ask for understanding of CRM, mobile and website design and build.

20. 20 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Some roles ask for understanding of CMS systems and email marketing. þþ Some sales roles ask for specifics around the product / service (working with large brands, FMCG etc). þþ Some ask for experience in digital tools /platforms i.e. Video, .Ad serving tools. 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving. 10. Professional Qualifications and Associations þþ BSc/BA or equivalent experience required. þþ Digital or online advertising industry experience preferred. þþ Varies from 3-4, to 7-10 years experience in Digital Marketing Agency or similar environment. 11. Current Salary Range UK: £29K LinkedIn average. £25K - £35K US: $45K - $83K

21. 21 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Digital Director or Head of Digital Marketing 1. Role: The variation on the job titles include Group Digital Director, Digital Account Director, Direct Account Director/Digital Account Director, Director – Digital Marketing, Digital (specialism – Advertising) Account Director, Strategy Director and Business Director. Job description for Digital Director 2. Alternative role names we found in our review include Head of Digital Marketing, Head of Digital, Head of Digital Transformation, Senior Digital Strategist. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Define a vision of how digital marketing will contribute to brand development þþ Responsible for brand engagement and improving the customer experience. þþ Contribute to growing online communities and social media platforms (specific roles). þþ Manage the creation and implementation of the digital marketing strategy, including social media, content marketing, organic search and paid search. þþ Responsible for associated digital marketing systems, processes and technologies. þþ Set KPIs and ensure all activities are evaluated, co-ordinating across appropriate internal departments including the Customer Insight and Analytics Team ensuring growth, engagement and loyalty. þþ Understanding marketing channel attribution and tracking methodology. þþ Responsible for the digital marketing budget and reporting to senior management. þþ Responsible for the content marketing strategy and/or social media strategy. þþ Champion customer satisfaction and engagement through enhancing the multichannel customer experience (some roles). þþ Oversee the SEO Strategy, and ensure best practice is adopted, reviewed and monitored. þþ Responsible for leading and driving interdepartmental teams through the brand’s digital strategy planning and development, and leading the team across digital marketing and the entire customer journey, ensure all touchpoints are aligned. þþ Mobile strategy development and design of the mobile marketing roadmap. þþ Oversee the development of training plans (some roles). þþ Develop relationships with digital agencies/vendors and involved in vendor selection. þþ Assess new digital marketing tools and techniques, and regularly review for best fit for the business. þþ Ability to contribute to the Editorial and Management Team on strategic initiatives (some roles).

22. 22 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Persuasive communication skills and for agency roles – articulate, confident and client-facing skills. þþ Excellent project management and presentation skills. þþ Ability to multi-task under pressure. þþ Passionate and energetic. þþ Open minded and ‘thinks creatively out of the box’, forward thinking. þþ Self motivated with ‘can do attitude’. þþ Analytical – can translate data into actionable insight, critical thinker and problem solver. Ability to translate strategies and turn complex ideas into practical marketing campaigns, across multiple projects. þþ Resourceful and can identify requirements, without direction. þþ Flexible and adaptable. þþ Team player. þþ Particular style of leadership for example metrics-driven. þþ Strategic acumen with the ability to influence and motivate, without formal authority. þþ Ambitious and ability to drive the business forward. þþ Excellent at building and developing relationships. þþ Negotiation skills. þþ Ability to lead a team and motivate. þþ Some roles ask for candidates to share specific values of the company, which are listed. For example, develop and grow people to be the best at what they do. þþ Passion to stay abreast of new developments and technologies and not frightened of change. Technical/Specific Experience þþ Indepth and up-to-date knowledge of latest digital and social media techniques, and digital landscape. þþ Digital marketing and social media experience (social media marketing, content marketing, SEO, SEM, Affiliate marketing, Digital Design, Social Paid Advertising, Web Development) þþ Experience of persona-based segmentation (some roles). þþ Hands on experience of translating digital marketing objectives into strategies, with appropriate tactics. þþ Experience of managing websites, intranet, ecommerce sites. þþ Experience in B2B tactics. þþ Agency experience or agency role. þþ Some multinational brands are looking for international experience. (For multi-nationals). 9. Core Competencies These tend to be required for public sector roles and private companies can interview

23. 23 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving. 10. Professional Qualifications and Associations þþ University degree with specialism in Marketing, Economics or Business. Some ask for a MBA. þþ Varied, 5, 7 or 10 years experience in agency/corporate – in digital marketing, Some roles ask for specific experience ie media agency/owner. þþ Some roles seeking previous experience as Marketing Director, Head of Marketing, Digital Director, or Associate Director. þþ Some roles, are asking for a minimum of 5 years management experience.

24. 24 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Digital Integrated Copywriter With content marketing growing in importance, this role is changing. Social media channels have also placed more strain on company copywriters. This role is more than the traditional Copywriter who was responsibility for writing on-line (websites, Facebook pages, Press-Releases, websites, etc) and off-line content (leaflets, adverts etc), proof-reading and branding guidelines. It some cases, it has become more strategic and includes responsibility for the content strategy across social media channels as well (apps, website, Facebook, etc). Copywriters will be asked to consider the customer journey and goal conversion and CTAs in their content. At the same time, it will require knowledge of writing content which improves the website’s visibility for Search Engine Optimisation (SEO), and the ability to use software to support this. It’s clear from some of the advertised roles that the Copywriter is to lead on the content strategy in line with using customer insight, writing content for emails and often being asked to test content across different platforms, with emphasis on using different systems and tools! These roles may exist in PR departments, Web, Digital or Social Media Teams according to the organisation. Job description for Digital Integrated Copywriter 1. Role: The variation on the job titles include: Digital Content Executive, Digital and Marketing Content Manager and Social Media content Manager. Many of the Digital Marketing roles, in particular Ecommerce, Digital Marketing, Search and SEO are asking for copywriting skills. 2. Junior roles within the team The more junior roles are advertised as: Copywriter (Plus Specialism), Digital Copywriter, Corporate and Internal Communications Copywriter, Marketing Copywriter, Junior SEO Copywriter, Copywriter/Blogger, Mid-weight Copywriter, Senior Digital Copywriter and Social Media Content Executive. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility

25. 25 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! 8. Person Spec: Skills and Experience þþ Liaise with external Agencies and internal departments on digital marketing projects. þþ Plan and write digital content to support the social media and on-line strategy, for each relevant audience and marketing channel (email, apps, website, Facebook, etc). þþ Chair meetings to coordinate the content management strategy. þþ Some roles include traditional PR content writing for Press-releases and newsletters. þþ Update online content via the content management systems (CMS) and email marketing platforms. þþ Report on digital marketing campaigns, to show conversion rates and analytics on key goal conversions. þþ Produce training and best practice guides to manage content and relevant systems. þþ Develop testing models to ensure content is appropriate for target audience and provides a positive customer experience, in line with the CTAs or business goals. þþ Optimise campaigns for SEO , using keyword tools and develop metrics to show ROI. þþ Ensure the content portrays brand values, and is engaging for website traffic. þþ Recommend creative content for online communities in addition to creative. þþ Use customer insight to monitor visitor engagement and change content in line with customer requirements. þþ Ensure website content and content for apps is relevant and up to date. Management/Softer Skills þþ Excellent project management skills. þþ Creative with passion for content across all platforms i.e. website, video, photography and digital media. þþ Price and accuracy in attention to detail - excellent proof-reader. þþ Not frightened to debate content and be customer’s voice! þþ For an Agency role - confident in engaging with clients. þþ Pro-active to keep up to date with the company’s products, services and marketing campaigns. þþ Keep up to date with all branding processes and guidelines (may be responsible for creating these in some roles). þþ Willingness to share knowledge and expertise, and guide other colleagues. þþ Results focused. þþ Excellent project management skills. þþ Multi-task and stay calm! þþ Some roles ask for creativity! Technical/Specific experience þþ Keep up to date with asset management and best practice. þþ Understand regulatory requirements which impact content management for the website and external communications. i.e. in financial services understanding of FSA, or Ecommerce legislation, Data Protection, etc. þþ Experience of YouTube videos and customer engagement content (some roles) þþ Experience in using CMS system and uploading data.

26. 26 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Experience in HTML coding (some roles). þþ Some experience in design packages i.e. Adobe Photoshop, Adobe Fireworks þþ Ability to use analytics to help with content management. þþ Good knowledge of email, PPC, SEO, Social Media (for some roles). 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving. 10. Professional Qualifications and Associations þþ 1-2 years experience in managing digital content. 11. Salary ranges UK: £45K average from LinkedIn. £35K - £87K (High-end ad copywriters?!) US: $39K - $61K

27. 27 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Digital Marketing Manager or Web Manager The traditional Marketing Manager role has shifted to include digital skills in many organisations who recognise the importance of these channels. In larger organisations, digital marketing requires additional focus, so many companies are recruiting for this key role with specific responsibility for managing digital marketing. Job description for Digital Marketing Manager 1. Role: The variation on the job titles include: Head of Digital Marketing, Digital Marketing Director. Digital Sales Manager, Clear Agency roles include Account Director- Digital, Digital Planners and Digital Account Directors. 2. Junior roles within the team The more junior roles are advertised as: (Senior) Digital Marketing Executive, Senior Marketing Executive, E-Commerce Marketing Professional, (Junior) Digital Project Manager and Digital Marketing Assistant. However some of the titles can be misleading as some salaries and scope of responsibilities reflect a management role. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Create digital marketing strategies and implement digital marketing plans or roadmaps to support lead acquisition and brand awareness objectives across the business to include digital PR, SEO, PPC, Social CRM, Affiliate and Email marketing. þþ Ability to drive new leads via online channels and demonstration or evidence of ROI þþ Ability to grow customer base via digital marketing channels. þþ Manage desktop and mobile sites to improve customer experience, customer satisfaction and business value generated. þþ Maintain and update websites with local marketing teams or external agencies. Includes optimisation of web pages, landing pages, conversion strategies and technical requirements. þþ Ability to interpret research to support content strategies and multichannel (or omnichannel) user experience journeys. þþ Manage and measure integrated campaigns to include online such as search, affiliate,

28. 28 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! email, social media, PPC and SEO. Report on results and set organisational KPIs and implement within dashboards using Google Analytics or other analytics packages. þþ Social media planning and management to include blogs, LinkedIn, Twitter and Facebook. þþ Measure and interpret data to include customer profiling and behaviour across customer journey mapping and web traffic data and PPC analytics. þþ Email marketing experience, with the understanding to nurture relationships with new prospects and existing customers, for retention and upsell/cross-sell opportunities and to demonstrate ROI. þþ Ability to interpret research to support content strategies and multi-channel user experience journeys. þþ CRM strategy and integration across digital platforms. þþ Manage multichannel agencies including Branding, Digital, Display, SEO and PPC. þþ Copywriting and brand experience for all channels including web, email marketing and off-line. þþ Creative experience demonstrated across marketing campaigns for new content. 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Excellent interpersonal skills, verbal and written communication. þþ Attention to detail. þþ Organisational skills and ability to multi-task. þþ Project management skills and ability to deliver on time. þþ Strong leadership in managing a team. þþ Highly motivated, confident, resilient and positive attitude. þþ Passion for digital and online media. þþ Strategic and creative. þþ Energetic team player! þþ Analytical mind to analyse data and metrics and translate insight into actionable strategies. þþ Thought leader and passional bout digital marketing. Technical/Specific experience þþ Understanding of HTML and CSS (not essential for all depending on role seniority). þþ Experience of using Content Management Systems (CMS). þþ Understanding of Google Analytics or equivalent. The more junior roles specify: þþ Advanced Microsoft Word and Excel skills. þþ Knowledge of web layout and browser compatibility issues. þþ Understanding of SEO. þþ Experience of online-video.

29. 29 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Experience of Wordpress. þþ Understanding of PHP, CSS, Javascript and Adobe. þþ Write copy for banner ads and rich media. Some of the traditional Marketing Manager’s roles which are advertising are only addressing digital skills in the job specification and not in the title and requesting: þþ B2B or B2C ECRM. þþ Search Strategy (Natural, PPC, SEO). þþ Social Media Planning. þþ On-line digital marketing experience and some focus on E-Commerce site experience. þþ Ability to understand website requirements for both brand and social media integration. 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving. 10. Professional Qualifications and Associations þþ Degree or equivalent Marketing, Communication, Advertising or business qualification þþ Professional qualification i.e. CIM or IDM þþ Google Adwords Certification or the equivalent (for some, but not all). þþ 3-5 years online digital marketing experience. 11. Salary ranges UK: £28K LinkedIn average. £22K - £43K. US: $56K - $95K

30. 30 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Ecommerce Manager The E-Commerce Manager is a similar role to a Digital Marketing Manager, but with key responsibilities for the company’s E-commerce site where customers and prospects can buy products or services online. Their main focus is to ensure the customer journey is constantly optimised and evolves in line with customer expectations, and revenue is maximised for the organisation across the site. Job description for Ecommerce Manager 1. Role: The variation on the job titles include: Ecommerce Marketing Professional, Commercial Ecommerce Manager, Ecommerce Trading Manager, Digital and Ecommerce Manager, Digital Marketing Manager – Ecommerce, Ecommerce Manager (Plus specialism ie Fashion), Ecommerce Strategic Development Manager, Ecommerce User Experience Manager and Ecommerce Account Manager. 2. Junior roles within the team The more junior roles Ecommerce Marketing Executive, Ecommerce Executive, Ecommerce Assistant, Ecommerce Marketing Assistant, Ecommerce Web Technician and Ecommerce Marketing Analyst. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Some roles ask for experience in CRM, SEO, PPC, Affiliate and Display. þþ Manage Agencies, affiliate partners and supplier relationships. þþ Ensure Social Media strategy supports marketing and business plans. þþ Formulate and delivery the digital marketing strategy for customer acquisition. þþ Responsible for leading and implementing the E-Commerce strategy. þþ Responsible for measuring campaigns, to maximise conversion and retention rates þþ Responsible for the online customer journey experience, and focussing on improving website and social media integration. þþ Ensure full testing and monitoring measures in place to optimise the journey, customer satisfaction and site functionality. Recommend and implement enhancements.

31. 31 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Analyse SEM results, site abandonment and user journey to improve the customer experience and maximise revenue. þþ Produce MI reports, to show sales performance and key metrics for the online strategy. þþ Monitor and evaluate the website content (and social media platforms where relevant) and ensure the content represents the ‘corporate voice’ and brand values. þþ Liaise closely with the marketing teams to define and understand the brand, and support commercial campaigns. þþ Manage a team and ensure tasks are prioritised and delivered on-time. þþ Hub between the sales and brand marketing, to drive the ecommerce channel . Ensure it’s customer focussed, engaging and drive sales, online engagement and brand awareness. þþ Some roles ask to take responsibility for the website imagery and content, including the, website structure and vendor management. þþ Responsible for the management of online customer service. þþ Develop new product launches. . 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Excellent communication skills. þþ Passionate about results and can demonstrate methodology used to achieved success. þþ Passionate about keeping abreast of the online retail market! þþ Some roles ask for Ambitious and appetite to take on more responsibility! þþ Methodical approach and problem solving skills. þþ Ability to stay calm and work under pressure! þþ Ownership of large budgets. þþ Strong customer service experience and hands-on. þþ Not scared to give presentations and engage /influence stakeholders! þþ Experience of budgets and demonstrate sales growth. þþ Team management leadership and motivation teams. Technical/Specific experience þþ Ability to challenge a brief and make new recommendations, to improve campaigns and customer experience. þþ Translate brand strategy into customer plans. þþ Web Analytics experience. þþ Some roles ask for technical awareness of mobile platforms. þþ Some roles ask for technical awareness of video technology. þþ Experience of the full project life cycle. þþ Analytical and can translate insight into trends and clear action plans. þþ Commercially astute. þþ Some roles ask for experience of Coremetrics, Google Analytics and MVT.

32. 32 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Experience of working in an online marketing team with clear responsibilities i.e. website, email etc. Junior roles specify: þþ Ability to create in-house newsletters or materials, using Photoshop or Publisher. þþ Understand e-marketing and social media tools (Blogs, Facebook. Online advertising) þþ Creative and innovative. þþ Good IT and web skills. þþ Some roles ask for industry experience. þþ Passion to succeed. 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving, 10. Professional Qualifications and Associations þþ At least 3 years experience in working in multi-disciplinary role, B2C or B2B. þþ 4+ years experience in a B2C Online Marketing Manager role in an E-commerce retail environment 11. Current Salary Range UK: £30K LinkedIn average. £26K - £45K. US: $45K - $95K.

33. 33 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! PPC Search Manager A Pay Per Click Search Manager can be more than it seems and more than purely having responsibility for the PPC Google Adwords campaigns and generating leads through Google. It is clear that Agency roles tend to focus purely on this and the management of PPC campaigns for their clients. Within some roles, it is also focussed on driving new leads for the business through maximising a range of digital channels used within the business, to generate income. They tend to be responsible for managing Google Adwords (PPC), improving the Search Engine optimisation (visibility) of the company’s website, landing page optimisation and for some it may include email marketing and mobile marketing campaigns. The technicality of the roles vary across the job roles advertised, where some are looking for technical managers with relevant skills to oversee other PPC staff or Developers and others are more focused on campaign management, planning and reporting. Job description for PPC Search Manager 1. Role: The variation on the job titles include: PPC Search Manager, Paid Search Manager, Digital Account Manager – PPC, SEO, Head of PPC and PPC International Manager. 2. Junior roles within the team The more junior roles PPC (Account) Executive, PPC Campaign Executive, Senior Account Executive – PPC, Digital Marketing Executive – PPC, SEO, Email, PPC Analyst, PPC Senior Executive and Search Planner/Executive. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Create search media schedules and build relationships with Search Engine Media Owners, where relevant in particular in Agency roles. þþ Liaise and build relationships with creative teams and key stakeholders. þþ Responsible for managing and implementing successful paid and natural search campaigns, demonstrating revenue goals, efficiency and volume. þþ Responsible for the Adword budget allocation and planning. þþ Understand and apply short and long tail keywords. þþ Competitor research to support keyword research.

34. 34 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Understand and manage creative campaigns to improve ad performance and quality and CTRs. þþ Liaise with Designers or Developers to optimise landing pages for optimum quality scores and create branding of banners etc for key data capture. þþ Responsible for bid management, keyword research and specific country targeting. Optimise campaigns with text for ads, etc. þþ Ensure evaluation and tracking is in place to monitor campaigns. þþ Identify opportunities to grow leads and improve profitability of campaigns. þþ Understand display advertising on new networks, outside of Google/MSN. þþ Co-ordinate and plan digital campaigns for new customer acquisition, including other marketing channels such as SEO, Affiliate, Display, TV etc (for some roles and not all). þþ Management of mobile campaigns (for some roles). þþ For agency roles, to liaise with clients through planning and providing key reports, with recommendations to improve campaign performance. 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Passion for online marketing and thrives from result driven success. þþ Passion for PPC campaigns. þþ Budgeting and financial planning. þþ Keep up to date with PPC and search industry developments. þþ Strong communication skills and ability to communicate strategies for clients, in agency roles. þþ Project management skills þþ Strong presentation skills. þþ Ability to work independently and build strong relationships with stakeholders. þþ “Breathe” Yahoo , Google Adwords, Bing, PPC Campaigns!! þþ Analytical and critical attention to detail þþ Agency roles; experience in account management, client relationship building and presenting findings. Technical/Specific experience þþ Experience or understanding of Display or Content Network Management. þþ Proven track record of similar PPC role or PPC campaign management, and can demonstrate improving performance and ROI.. þþ Experience of natural search planning and implementation. þþ Sound SEO knowledge. þþ Google Analytics and advanced Adwords Editor knowledge. þþ Some roles ask for Dart/Atlas and keyword research tools. þþ Advanced Excel and some roles ask for Kenshoo, Marin and DS3 platforms for more junior roles.

35. 35 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving, 10. Professional Qualifications and Associations þþ Google Adwords Certified. þþ Degree educated or strong academic background. þþ Some roles ask for 2-3 years PPC experience. þþ Some roles which are more Junior Analysts role ask for ranking algorithms experience and experience of HTML, Javascript and PHP for link building strategies. 11. Current Salary Range UK: £33K LinkedIn Average. £27K - £43K. US: $47K - $85K.

36. 36 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Search Manager and/or SEO Manager The Search Manager is responsible for developing and implementing a search marketing strategy for the company, The role is focused on gaining quality visitors to desktop and mobile sites. Typically this role can include both Pay per click search marketing and SEO. Since we have a separate job description for PPC, this description focuses more on SEO. Success will be derived by improving performance and ROI, for lead acquisition and perhaps conversion. The focus of search could be search engine optimisation across the website, display advertising and paid search (Google AdWords, Yahoo, Bing, Facebook, LinkedIn etc). The search strategy may include linked strategies to drive traffic or raise brand awareness. The Search Manager will heavily rely on interpreting customer insight, and using key tools to understand how to optimise channels, such as using keyword tools and competitor research. Job description for Search Manager 1. Role: The variation on the job titles includes some overlap with PPC roles i.e. PPC Search Manager, Search and Social Manager and Paid Search Manager. Deputy Search Manager, Head of Search (SEO), SEO Manager, Head of SEO, SEO Account Manager, SEO Account Director and Web and Social Media Manager. 2. Junior roles within the team The more junior roles Search Planner, Search Executive roles, Senior SEO Executive, SEO Consultant, SEO Strategist. Social Media Developer and Social Media Analyst. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Plan, manage and implement the search programme with in-house teams and external Agencies for customer search and conversion strategies. þþ Identify and plan a keyword strategy for appropriate campaigns. þþ Plan and roll out digital marketing plans, with defined goals using customer insight and analytics data. þþ Agency roles ask for link client audits and the ability to liaise with clients, prepare pitches and presentations. þþ Co-ordinate research programmes for market benchmarking and competitive analysis. þþ Responsible for SEO budget and defining measurement of ROI, along with KPIs and

37. 37 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! relevant metrics. þþ Track and analyse performance campaign data from digital campaigns, and use insight to improve PPC quality scores and digital marketing targets. þþ Manage a SEO team. þþ Responsible for improving the website to maximise SEO. þþ Responsible for creating link building campaigns. þþ Work closely with internal departments responsible for content management, and other social media campaigns, to formulate an integrated marketing strategy. þþ Some roles require management and training of junior members. þþ Plan and Implement social media programs for engaging, nurturing, and growing fans and followers. þþ Leading the development and implementation of specific Facebook, Twitter, Pinterest and YouTube campaigns. (some roles specify this and others are more general around Social Media platforms). 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Attention to detail. þþ Present reports and findings to key stakeholders. þþ Comfortable with manipulating complex data sets. þþ Commitment to meeting deadline dates. þþ Strong client facing skills þþ Excellent communication skills. þþ Passion for innovation and change! þþ Passion and keep up to date with best in class in digital marketing. Technical/Specific experience þþ Technical SEO Experience governing site indexing via robots and crawlers, on-page and off-page optimisation SEO ranking factors. þþ Used third party tools (SEOmoz, MajesticSEO, Doubleclick Dart, Kenshoo, Google Analytics). þþ Experience of bid management software. þþ Manage an Adwords budget. þþ Experience of Adops or other form of 3rd party adserving system. þþ Experience of working with/in a digital/interactive agency and working on large budgets. þþ Setup and improve PPC accounts (For some roles) þþ Technical and analytical skills in forecasting, analytics and reporting and ability to translate into actionable campaigns. þþ Understand different media channels and planning/buying of social media. þþ Excellent copywriting skills (for some roles).

38. 38 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving, 10. Professional Qualifications and Associations þþ 3-5 years experience in Search Manager role (PPC, SEO experience for senior roles) þþ 2-3 years experience for more junior roles in search activity or working on digital display media. þþ Google Adwords or Google Analytics qualification desirable. 11. Current Salary Range UK: £34K LinkedIn Average. £26K - £43K. US: $49K - $91K.

39. 39 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Social Media Manager (Community Manager) The Social Media Manager is responsible for managing the Social Media Strategy within the organisation. The definition of ‘Social Media’ is dependant on the platforms being used within the organisation which is reflected in the job description. Some ask for the management of current tools /platforms (i.e. Facebook, Blogging, LinkedIn) where others are looking to expand into new channels (Pinterest, Foursquare etc). Others, who are more enlightened, see a broader scope of social media within brand and new product development and crisis communications part of the remit. Job description for Social Media Manager 1. Role: The variation on the job titles include PR and Social Media Manager, Social Media Consultant, Social Media Executive Manager, SEO and Social Media Specialist. Some overlap with Search roles.. 2. Junior roles within the team The more junior roles include Executive and Assistant roles. Online Marketing Executives. Digital Sales Executive – Social Media, SEO within the title. The Community Manager job title may represent a more hands-on role manager social media accounts or the companies own on-site community, but could be a more senior role also. 3. Location 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Responsible for improving the SEO ranking and for customer engagement strategies. þþ Responsibilities include copywriting, keyword strategy, link building, site architecture. þþ Management of Agencies. þþ Plan and implement customer research and using the findings to feed into the online strategy to support the business goals (Growth, retention, engagement). þþ Agency roles ask for the ability to understand client objectives and alignment of the social strategy. In addition to managing social media platforms for the client and build ongoing relationships. þþ Present findings to key stakeholders to drive the social media strategy and engage key users. þþ Identify new tools, including reporting tools to measure the strategy. þþ Responsible for the blogging strategy to develop and influence key bloggers and “thought leaders”. þþ Define effective social media platforms to support the PR Strategy.

40. 40 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Develop and plan social media content with key teams, write design briefs and brief designers. þþ Evaluate and improve internal processes to support strategic planning and implementation. þþ Produce KPIS and insight to improve digital campaigns. þþ Line management responsibilities. þþ To be the company Expert and Consultant, to support the organisation in the field of Social Media! 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Passion for Social Media and PR. þþ Keep abreast of new tools and the digital landscape. þþ Results driven. þþ Excellent communication and project management skills. þþ Strong technical skills. þþ Work independently and as part of team. þþ Support other team members with good technical support and guidance. þþ Ability to influence and negotiate, to achieve goals. þþ Good time management skills. þþ Creative þþ Analytical þþ Strong commercial skills þþ Experience in managing complex projects. þþ Stakeholder management skills. þþ Thrive when working under pressure! Technical/Specific experience þþ Experience of web analytics þþ Numerate and good excel skills þþ Excellent copywriting skills þþ Previous experience in similar role. þþ Experience in SEO, Web analytics, Digital consultancy or social data/insight company þþ Solid practical skills in Microsoft Office. þþ Understanding of SEO methodologies þþ Some roles ask for knowledge in specific social media i.e. Facebook Insights, Twitter and YouTube. Junior roles ask for:: þþ Technical understanding of HTML, Facebook and other APIs and web applications. þþ Experience in Social Media monitoring tools i.e. Brand watch or Tweetdeck.

41. 41 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! þþ Experience in Advertising, Journalism or web editing (Some roles) þþ Strong copywriting skills (some roles) 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving, 10. Professional Qualifications and Associations þþ Relevant marketing qualification is desirable (e.g. CIM, IDM) þþ Degree 11. Current Salary Range UK: £29K LinkedIn Average. £20K - £38K. US: $39K - $74K.

42. 42 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Web Developer / Web Designer We have included these two roles together, but from a technical point-of-view they are quite different. A web developer is a more technical “back-end” role involving systems design, integration of systems through APIs (application programming interfaces) and, of course coding using different systems like C++, PHP and Microsoft’s .Net accessing different databases. A web designer involves creativity in designing and implementing the “front-end” user experiences of web sites and apps but also with technical proficiency in XHTML and CSS (Cascading Style Sheets). If an organisation is fortunate the skills may be combined. The Web Developer is typically responsible for maintaining the mobile and desktop websites and intranet, supporting end-users though training and documentation,writing code to develop online forms or plug-ins and being the ‘technical guru’ to fix any bugs or manage upgrades. The Web Designer is typically focussed on branding, designing landing pages, templates, landing pages, designing email templates, marketing headers, banners and associated advertising pages and perhaps updating content. With the shift to social media marketing, it is clear from the job descriptions and adverts that these roles are expected to deliver more than this! These roles will also be involved in designing apps, content management, integrating systems and technologies across CRM systems, Twitter, Facebook, LinkedIn, using analytics for tracking, and customer insight to understand the customer journey... the list could go on. Some roles have now moved from the back-office to being more ‘front-of-house’, liaising with Agencies, the Research Team, Social Media and other departments. Job description for Web Developer/Designer 1. Role: The variation on the job titles include: Web Developer (Plus discipline i.e. PHP, HTML, Java, .Net), Creative Web Developer/Designer, Designer (Plus specialism), Print and Web Designer, Digital Creative Strategist, Digital Designer (plus specialism i.e. Flash) and Digital Graphic Designer. 2. Junior roles within the team The more junior roles include Junior + Job titles above, Junior Front End Developer, Ecommerce Web Developer, Junior User Experience Developer, Junior Mid-Weight Developer and Lead Creative Designer/Developer and Middleweight Designer/Developer. 3. Location

43. 43 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! 4. Industry sector 5. Client/Agency side 6. Summary/Scope of role 7. Main Duties /Areas of responsibility þþ Responsible for the design and maintaining the desktop and mobile websites, intranet and Ecommerce platforms. þþ Design email templates in line with best practice. þþ Liaise closely with the Social Media team to ensure platforms are fully optimised. þþ Gather user requirements layout to design relevant pages across different platforms, using customer . þþ Communicate project progress to key stakeholders. þþ Ensure design is in line with the user experience , usability and best practice. þþ Key in developing systems, interfaces and integrating new technologies. þþ Ensure all platforms are mobile optimised. þþ Produce QR codes and associated landing pages. þþ Liaise with Agencies for new technologies i.e. apps þþ Produce designs for social media pages i.e. Facebook, LinkedIn. þþ To work with APIs to integrate systems and data. þþ Responsible for bug fixing and problem solving, to ensure optimum customer experience. þþ Manage upgrades and patches. þþ Manage user acceptance testing and browser compatibility optimisation. þþ Ensure content is in line with brand guidelines (for some Design roles). þþ Create and maintain online assets in line with brand. þþ Monitor and support performance. Some roles ask for copywriting experience in the more design-focussed roles. 8. Person Spec: Skills and Experience It varies across roles to the skills/experience which are set as desirable and essential. Management/Softer Skills þþ Work to tight deadline dates. þþ Dynamic and positive attitude! þþ Passionate about web development and tools/ systems. þþ Communication skills. þþ Project management skills. þþ Excellent design skills and creative skills. (Web Designer).

44. 44 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Technical/Specific experience þþ PHP, MySQL, Javascript, JQuery, Java, .Net, XML and API Integration (Typically for developers vary across roles). þþ HTML, CSS , Flash Photoshop and Dreamweaver. (Typically for designers, but varies across roles). þþ Knowledge of Linux, NGinx and Apache (varies across roles). þþ Knowledge of Ecommerce web applications and open source platforms (varies across roles). þþ Experience of mobile application development frameworks and technology. þþ Knowledge and application of W3C web standards. þþ Understanding of browser compatibility issues. þþ Experience of maintaining and testing online platforms and interfacing systems (some roles). þþ Background in particular sector (Retail, FMCG) some roles. þþ Demonstrate experience of producing documentation and bug fixing methods. þþ Understanding of usability techniques. þþ Some Web Designer roles ask for an understanding of animation, illustration, presentation and publishing applications (Dreamweaver, Photoshop, InDesign, etc). þþ Understanding of SEO. þþ Understanding of design principles for the design focussed roles (colour, layout, etc). þþ Some roles ask for Wordpress and experience of open source systems. þþ Understanding of website accessibility. þþ Experience in web development. 9. Core Competencies These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include Leadership, Communication, Creativity, Project Management, Financial and Problem Solving. 10. Professional Qualifications and Associations þþ 1 year experience for junior roles. þþ 3-4 years experience in similar role, for a more senior role. þþ Specific technical skills. 11. Current Salary Range UK: £26K LinkedIn Average. £22K - £37K. US: $52K - $102K.

45. 45 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Salary checkers and sources We have given a range for salaries we have researched from LinkedIn (available to LinkedIn Premium users). Resources for checking current salaries þþ TotalJobs salary checker þþ Brand Republic Salary checker þþ Glassdoor.co.uk (Plus amusing/dumb interview questions) þþ Robert Walters (includes Global salaries) United States Salary sources þþ Adecco USA (varies by region) þþ Occupational Employment Salaries (also regional) þþ Payscale - example for Digital Marketing Manager - great analysis for all roles! þþ Glassdoor.com We update information from different salary surveys on our Salary Surveys page. UK EMR Salary survey Full report available from EMR Recruitment.

46. 46 © Smart Insights (Marketing Intelligence) Limited. Please ask questions or feedback via our Smart Insights Answers Forum. Recruiting for digital marketing guide incorporating sample job descriptions ! Michael Page UK regional salaries Michael Page’s on-line interactive tool is a great tool for checking out salaries by county, sector, and digital specialism. Here is an example of salaries for roles in Yorkshire and the North East: Payscale US salary analysis A great tool for exploring related roles.

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