Digital Marketer Level 3  

Role Profile

The primary role of a digital marketer is to define, design, build and implement digital campaigns across a variety of online and social media platforms to drive customer acquisition, customer engagement and customer retention. A digital marketer will typically be working as part of a team, in which they will have responsibility for some of the straightforward elements of the overall marketing plan or campaign. The marketer will work to marketing briefs and instructions. They will normally report to a digital marketing manager, a marketing manager or an IT Manager.

Typical Job Roles

Digital Marketing Assistant, Digital Marketing Executive, Digital Marketing Co-ordinator, Campaign Executive, Social Media Executive, Content Co-ordinator, Email Marketing Assistant, SEO Executive, Analytics Executive, Digital Marketing Technologist.

Technical Competencies

  • Written communication: applies a good level of written communication skills for a range of audiences and digital platforms and with regard to the sensitivity of communication
  • Research: analyses and contributes information on the digital environment to inform short and long term digital communications strategies and campaigns
  • Technologies: recommends and applies effective, secure and appropriate solutions using a wide variety of digital technologies and tools over a range of platforms and user interfaces to achieve marketing objectives
  • Data: reviews, monitors and analyses online activity and provides recommendations and insights to others
  • Customer service: responds efficiently to enquiries using online and social media platforms.
  • Problem solving: applies structured techniques to problem solving, and analyses problems and resolves issues across a variety of digital platforms
  • Analysis: understands and creates basic analytical dashboards using appropriate digital tools
  • Implementation: builds and implements digital campaigns across a variety of digital media platforms
  • Applies at least two of the following specialist areas: search marketing, search engine optimisation, e mail marketing, web analytics and metrics, mobile apps and Pay-Per-Click
  • Uses digital tools effectively
  • Digital analytics: measures and evaluates the success of digital marketing activities
  • Interprets and follows:
    • latest developments in digital media technologies and trends
    • marketing briefs and plans
    • company defined ‘customer standards’ or industry good practice for marketin
    • company, team or client approaches to continuous integration
  • Can operate effectively in their own business’s, their customers’ and the industry’s environments

Technical Knowledge and Understanding

  • Understands the principles of coding
  • Understands and can apply basic marketing principles
  • Understands and can apply the customer lifecycle
  • Understands the role of customer relationship marketing
  • Understands how teams work effectively to deliver digital marketing campaigns and can deliver accordingly
  • Understands the main components of Digital and Social Media Strategies
  • Understands the principles of all of the following specialist areas: search marketing, search engine optimisation, e mail marketing, web analytics and metrics, mobile apps and Pay-Per-Click and understands how these can work together
  • Understands the similarities and differences, including positives and negatives, of all the major digital and social media platforms
  • Understands and responds to the business environment and business issues related to digital marketing and customer needs
  • Understands and follows digital etiquette
  • Understands how digital platforms integrate in to the working environment
  • Understands and follows the required security levels necessary to protect data across digital and social media platforms

Underpinning Skills, Attitudes and Behaviours

  • Logical and creative thinking skills
  • Analytical and problem solving skills
  • Ability to work independently and to take responsibility
  • Can use own initiative
  • A thorough and organised approach
  • Ability to work with a range of internal and external people
  • Ability to communicate effectively in a variety of situations
  • Maintain productive, professional and secure working environment

Marketing Manager Level 6

Occupational Profile

Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences. Occupations in marketing span most industries and sectors and the roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns

A Marketing Manager is responsible for the marketing activities and strategy of their organisation. From overseeing the marketing budget, planning and implementing campaigns to tracking their success and reporting back to senior management. They have a strategic focus, ensuring that marketing activities align to brand guidelines and shape business needs and objectives and deliver a return on investment. A Marketing Manager will develop, position and promote the products or services of the company, selecting appropriate channels and using appropriate messaging. Being a Marketing Manager requires in-depth experience of marketing as well as great communication skills, high levels of creativity and the confidence to manage a team of marketers. Typical responsibilities include:

  • Developing and implementing the operational marketing strategy, key marketing campaigns and stakeholder engagement plans to deliver against key business objectives
  • Delivering data and evidence driven decision making through commissioning reliable research to inform marketing strategies
  • Tracking and reporting on marketing/sales data to inform senior management decision making
  • Establishing marketing goals based on campaign analysis, product/service performance and market forecasts
  • Managing the marketing budget to develop cost-effective marketing plans
  • Approves and oversees the creative development of a range of marketing materials/channels
  • Manages relationships with key stakeholders to support marketing delivery and corporate reputation, this may include briefing and managing external agencies or specialist marketing teams (e.g. digital) internally

A Marketing Manager normally reports to a director, and depending on the size/structure of the marketing team/organisation may have responsibility for a team of Marketing Executives/Marketing Assistants.

Typical job titles include: Marketing Manager, Marketing and Communications Manager, Corporate Communications Manager, Product/Proposition Manager, Insight/Innovations Manager

Requirements: Knowledge, Skills and Behaviours

Knowledge

The Marketing Manager requires an understanding of:

Marketing Concepts & Theories

  • The principles and theories of marketing that support the strategic marketing process, e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), marketing management processes, product development and how to apply and align these to the business plan and strategic objectives
  • Brand development and safeguarding, including the analysis and planning of how a brand is perceived in the market, value propositions and delivery of tangible elements such as product pricing, packaging etc
  • Consumer and organisational behaviour theories and concepts, including the customer (business 2 business/consumer) decision making process and how that influences marketing strategy
  • Advanced stakeholder management and the application of customer relationship management (CRM), both internal and external, to facilitate the delivery of marketing plans
  • Marketing Communication planning models and budgetary methodologies.

Business understanding and Commercial Awareness

  • Their organisation’s vision, mission, values, strategy, plans, stakeholders, customers and competitors to support the decision and planning process
  • The wider business perspective in which marketing operates nationally and internationally, including the influences of the internal and external market/sector, the opportunities, challenges and issues it faces, and how marketing can address these
  •  How to measure and deliver Return on Investment in relation to marketing activities and plans
  • The relevant industry/sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations.

Research & Insight

  • Effective market research and evaluation techniques and methods and how to use the results to inform marketing planning and activities
  • Reliable information sources and how to use these to deliver measurable improvements to marketing activities, including how metrics are used to measure these
  • New and emerging trends and themes in marketing.

Product and Service Development

  • The principles of product and service design and implementation and portfolio management
  • The features and benefits of different marketing communications, and routes to market, and how to leverage these to maximum effect, including the use of appropriate digital channels and systems.

Skills

The Marketing Manager is able to:

Marketing Strategy

  • Lead and implement a clear marketing plan and strategy, linked to business requirements to sustain a marketing advantage
  • Develop effective marketing campaigns and channels, assessing their features and benefits to best meet business requirements and customer needs
  • Develop detailed integrated marketing plans for all products/ services using offline and digital media tools  - works with marketing team/ specialist agencies to do this.

Advanced Interpersonal and Communication Skills

  • Influence, negotiate and persuade at senior level collaborating with a wide range of stakeholders internally and externally to gain support/backing for marketing delivery
  • Act as a consultant, providing professional marketing advice to stakeholders around the business or to external clients as relevant
  • Present complex information in an understandable and stimulating way whether through effective verbal presentation or creative written copy.

Service Delivery and improvement

  • Oversee, manage and approve key marketing activities/projects
  • Deliver measurable marketing outcomes against key performance indicators and identify and drive continuous improvement, challenging existing processes and procedures where needed.

Resource Management

  • Effectively plan and manage the marketing budget, to deliver on strategic objectives, and evaluate and justify return on marketing investment
  • Effectively engage, negotiate and manage third party suppliers and internal stakeholders.

Planning & Analysing

  • Effectively evaluate marketing activities using measurement data and analytics to identify relevant key performance indicators (KPI) and return on marketing investment (ROI) in order to meet business objectives
  • Assimilate and analyse complex data and information from a range of sources to evolve, lead and plan marketing activities.

Commercial Approach

  • Seek out opportunities to increase income generation and gain new business e.g. new products, markets and services as relevant
  • Construct a robust buness case in support of marketing activities/plans
  • Effectively manage and develop stakeholder relationships at senior level
  • Assess business risks and reputational impacts of marketing activities.

Leadership

  • Inspire and motivate internally and externally to deliver marketing plans effectively, acting as a role-model for marketing best practice and taking responsibility for improving their own and the team’s and/or stakeholder performance, as relevant.

Systems and Processes

  • Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, inform search engine marketing, produce reports and deliver copy
  • Actively interrogate systems and information sources to make judgements on when to introduce new ways of working/identify new systems/processes to improve marketing activities or address those new requirements and /or marketing trends.

Behaviours

The Marketing Manager is able to demonstrate:

Agile and Flexible

  • An ability to anticipate and adapt to change
  • A highly motivated and driven approach acting with courage to drive through necessary changes and deliver difficult or long-term projects.

Creative and Commercial Thinker

  • A creative and innovative approach
  • An analytical mind, with an insight and ideas driven approach to meet business benefits and inspire action in others.

Resilience and continuous improvement

  • A willingness to learn from mistakes, as not all activities go to plan, and improve future delivery/campaigns as a result
  • They act as a role model for marketing activities and business changes within the team and organisation, taking others with them. 

Professionalism and Emotional Intelligence

  • A high level of professionalism, reliability and dependability with a passion for the customer, also encouraging those behaviours in others
  • A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others
  • Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity, they act as a role model for that behaviour.

Marketing Assistant Level 3

Occupation summary


This occupation is found in every sector and industry including manufacturing, retail, IT, automotive, service industries (financial services, health care, professional services, etc), and across large, medium and small commercial, public sector and not-for-profit organisations. Roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business.

The broad purpose of the occupation is to support customer focussed marketing activities that drive the demand for a product or service through awareness raising and/or perception building to generate results to the bottom line. As part of the Marketing team the Marketing Assistant will contribute to the implementation of the Marketing strategy and plans. They will be responsible for delivering day-to-day marketing activities across a multitude of platforms, channels and systems that are essential to the Marketing function and activities of the company.

It is typically the entry route for many Marketing professionals who progress their career into more senior marketing positions. In their daily work, an employee in this occupation interacts with a wide range of internal colleagues and external marketing suppliers. Depending on the size and structure of the organisation, this could include collaboration with colleagues from sales, operations, PR, IT, the customer insight team and finance as well as interaction externally with clients/customers and suppliers such as printers, digital agencies, PR and media agencies, event display companies, market research agencies, and media sales professionals.

The role is likely to be primarily office-based, although they may spend time away from the office attending exhibitions and events, meetings with external marketing suppliers, marketing research suppliers, visiting clients, trade shows, or supporting research activities. An employee in this occupation will be responsible for coordinating and delivering specific marketing activities which could include, but are not limited to, marketing content creation, background market and customer research, monitoring campaign analytic and collecting data, using relevant marketing software/systems, maintaining marketing administration activities such as managing the supply of marketing literature, tracking marketing expenditure, supporting the procurement of, and overseeing the delivery of work by external and internal marketing suppliers. The level of supervision is likely to vary for each employer, with the level of autonomy varying by size of organisation and marketing function. Typically they would be the first point of contact for day-to-day activities in the marketing function, and supervised by a member of staff with greater marketing skills, knowledge and experience.

Depending on the size of the organisation and its Marketing function, the Marketing Assistant may report into a Marketing Executive, a Marketing Manager, Marketing Director or (in small organisations) an Sales/Operational Manager or Managing Director.

Marketing Executive Level 4

Occupational Profile

Marketing is vitally important to all businesses providing the insight to develop and deliver new products and services to meet ever-changing customer needs. It is the process of researching, developing, promoting and distributing, products or services through effective channels to engage with a range of target audiences. Occupations in marketing span most industries and sectors and the roles can sit within a specific company/agency that provides marketing deliverables and advice to external clients, or within an internal marketing team, delivering marketing activities to drive that business. Marketing teams generally work with external agencies to deliver specialist elements of their marketing campaigns.

A Marketing Executive will help shape, support and deliver marketing plans, working in conjunction with the Marketing Manager who will define the overall marketing strategy. A highly audience focused role which requires creativity, communication and project management skills - these individuals are responsible for planning and executing tactical and targeted marketing activity. Typical responsibilities include:

  • Managing and maintaining key marketing channels, including digital, offline and social media
  • Planning and delivering tactical integrated marketing campaigns
  • Managing the production and distribution of marketing materials
  • Liaising and networking with a range of stakeholders including customers, colleagues, suppliers (incl. agencies) and partner organisations
  • Collecting and analysing research information to understand target audience behaviour and views across the market in general and the marketing mix
  • Assisting in the achievement of brand positioning to agreed guidelines
  • Organising and attending events such as conferences, seminars, receptions and exhibitions.

 

The Marketing Executive typically reports to a Marketing Manager.

Typical job titles include: Marketing Executive, Marketing Officer, Marketing and Communications Officer, Marketing Specialist, Communications Executive, Communications Specialist

Requirements: Knowledge, Skills and Behaviours

Knowledge

The Marketing Executive requires an understanding of:

Marketing Concepts & Theories

  • The fundamentals of marketing theory that support the marketing process e.g. the extended marketing mix (7P’S: Product, Price, Place, Promotion, Physical environment, Process, People), product development, and segmentation
  • The concepts of brand positioning and management and implementing process to support corporate reputation
  • The principles of stakeholder management and customer relationship management (CRM), both internal and external, to facilitate effective cross-functional relationships internally, and channel and customer relationships externally.

Business understanding and Commercial Awareness

  • The characteristics and plans of the business and sector they work within, including their vision and values
  • How marketing contributes to achieving wider business objectives
  • The target audience’s decision making process and how that can influence marketing activities
  • The sector specific legal, regulatory and compliance frameworks within which they must work, including current Data Protection regulations.

Market Research

  • The principles of effective market research and how this can influence marketing activity e.g. valid data collection sources and methodologies and usage, including digital sources, and when to use quantitative and qualitative methods.

Products and Channels

  • Basic principles of product development and product/service portfolios
  • The marketing landscape and how routes to market interplay most efficiently, e.g. franchise model, distribution
  • The features and benefits of different marketing communications channels and media, both digital and offline, and when and how to apply these.

Skills

The Marketing Executive is able to:

Marketing Campaigns

  • Coordinate and maintain key marketing channels (both digital and offline)
  • Plan and deliver tactical campaigns against SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives
  • Manage the production and distribution of marketing materials, e.g. digital, print and video content as appropriate.

Interpersonal and Communications Skills

  • Produce a wide range of creative and effective communications, including ability to write and proofread clear and innovative copy, project briefs, and give confident presentations
  • Able to engage and collaborate with a wide range of clients/stakeholders, across departments internally and with clients/suppliers externally to support marketing outcomes as required.

Service Delivery

  • Use good project and time management to deliver projects/tasks/events as appropriate, effectively. Including the ability to divide time effectively between reporting, planning and delivery
  • Coordinate several marketing campaigns/projects/events to agreed deadlines
  • Effectively liaise with, and manage, internal and external stakeholders including suppliers to deliver required outcomes.

Budget Management

  • Monitor project budgets within their scope of work using appropriate systems and controls.

Evaluation and Analysis

  • Evaluate the effectiveness of marketing campaigns by choosing the appropriate digital and offline data sources.
  • Assimilate and analyse data and information from a range of sources to support marketing activities
  • Evaluate data and research findings to derive insights to support improvements to future campaigns.

Systems and Processes

  • Effectively use appropriate business systems and software to deliver marketing outcomes efficiently, for example to analyse data, produce reports and deliver copy
  • Use appropriate technologies to deliver marketing outcomes e.g. digital/web analytics, social media, CRM.

Behaviours

The Marketing Executive is able to demonstrate:

Agile and flexible

  • A tenacious and driven approach to see projects through to completion
  • Being a proven ‘self-starter’ and have an adaptable approach to meet changing work priorities.

Creative Thinker

  • A creative and analytical mind, with a willingness to think of new ways of doing things
  • They come up with ideas and solutions to support the delivery of their work.

Resilience and continuous improvement

  • A willingness to learn from mistakes, as not all activities go to plan, and improve their own performance as a result.

Professionalism and Emotional Intelligence

  • A high level of professionalism, reliability and dependability with a passion for the customer
  • A collaborative approach is central to how they work, showing empathy and being mindful to the needs/views of others
  • Ethical behaviour in the way they approach marketing activities and their work, valuing equality & diversity.