Digital Marketing job descriptions and roles-Analytics Manager!

What’s the aim of these 15 templates?

This are practical templates to support managers when recruiting 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 digital marketing’s contribution within an organisation.

By defining clear competencies required by an organisation, we intend to save you time when creating 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. These are linked closely to performance objectives, and the focus is to retrain current marketing staff through CPD (continuing professional development), courses, exhibitions or external courses. Where companies are 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’!

We have identified 15 of the most important roles based on an analysis of advertised roles across a range of recruitment agencies and direct from employers. The roles are focused on key digital marketing skills, including CRM, Analytics, Search, PPC, Social Media, Social Media Platform Development and the management of digital platforms and tools across agencies and client-side.

Candidate selection 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 aiming to recruit staff in 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 organization has these skills. If so, and if there is room to up-skill and the structure is right for the new role, pitching it internally to this candidate at the right salary can be a great move.

From a candidate’s perspective, or someone seeking a new role, the detailed criteria will help them highlight key skills on their CV which employers are looking for or even show skills which they are aiming to develop.

Job description for Analytics Manager

Analytics roles are important in marketing teams as they allow you to demonstrate ROI and improve the efficiency of digital channels. Often, these roles combine marketing and digital marketing elements and may be shared with similar roles, such as a separate business analyst or a finance team.

1. Role: Analytics Manager/Insight Manager

Variation of job titles with the same responsibilities: Head of Digital Analytics, Head of Business Intelligence, 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
  • Responsible for accurately implementing visitor, lead and sales tracking and analysis across multiple platforms.
  • Responsible for Web Analytics and optimization solutions and systems.
  • Identify up-to-date relevant tools to support data management and campaign analysis.
  • Define, monitor and implement the Web Analytics strategy and associated data analysis.
  • Provide relevant analytics and systems training to teams where relevant.
  • Present key findings of reports, including actionable insights for key stakeholders, including customer profiling data to feed into marketing strategies.
  • Develop strong relationships and engage with teams to obtain data for the business and understand the importance of analytics.
  • Recommend and implement data modelling techniques for forecasting and insight for the business, including A/B or multivariate testing.
  • Understand and implement segmentation such as lifetime value, behavioral analysis and model behavior.
  • Some roles are heavily focused on understanding brand creation and creating customer insight plans to support it.
  • Some roles ask for concept testing; link tests, ad tracking and brand positioning (focused towards Marketing Data Analyst jobs).
  • Some roles require the management of a team of analysts, ensuring there is adequate cross-training, product coverage and sharing of best practice
  • Some roles ask for budget expense and capital budgeting, tracking, reporting, month-end and quarterly expense reporting.
  • In larger organizations, roles involve working with key departments named as CRM and Marketing teams.
8. Person Spec: Skills and Experience

Management/Softer Skills

  • Proactive and results-oriented.
  • Engage and influence stakeholders.
  • Strong analytical skills.
  • Strong communication skills and ability to translate data into commercial actionable plans.
  • Astute commercial acumen.
  • Entrepreneurial flair (some roles) and cultural fit.
  • Excellent understanding of commercial strategies.
  • Comfortable with being ‘vocal’ and ‘challenging opinions’.
  • “Hit the ground running” – key buzzwords.
  • Excellent project management skills and attention to detail.
  • Ability to multi-task.
  • Confidence and experience in presenting to senior management teams.
  • Strong leader and ability to nurture and grow a team.

Technical/Specific experience

  • Previous experience of customer-driven organisations.
  • Experience of analysing complex data and large data volumes.
  • Knowledge and application of best practice customer insight principles.
  • Understanding of product and service design.
  • Some roles ask for background in research.
  • SAS, SPSS or CRM Database experience (some roles).
  • Background in research (some roles).
  • Some roles ask for sector-specific experience.
  • Track record of identifying growth opportunities for the business from data analysis.
  • Take ownership of the insight plan at a brand level (some roles).
  • Experience of analytical tools.
  • Knowledge of Advanced Excel, Access skills and VBA programming.
  • 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 prior experience interacting with the public sector as being desirable, leadership, communication, creativity, project management, financial and problem-solving.

10. Professional qualifications and associations

At least 5 years experience in a data analytical role.

Degree in computer science, statistics, data management, mathematics, economics, statistics, physics, or business (some roles).

Some roles ask for a Masters in stats or advanced SAS techniques, including macros.

List of Roles

  1. Analytics Manager
  2. Content Manager/Content Marketing Manager
  3. CRM Manager (Incorporating Email Marketing and Marketing Automation)
  4. Digital Account Manager/Sales Director (Agency Role)
  5. Digital Director/Head of Digital
  6. Digital Copywriter Digital
  7. Marketing Manager or Web Manager
  8. E-commerce Manager
  9. Marketing Director
  10. Marketing Executive
  11. Marketing Manager
  12. PPC (Google Ads) Search Manager (or Digital Acquisition Manager)
  13. Search Manager
  14. Social Media Manager including Community Manager
  15. Web Developer/Designer

How can Emarkable help:

  • Digital Marketing Team Structuring: Emarkable offers expertise in evaluating options for structuring digital marketing teams, including the establishment of a centre of excellence, and defining roles within larger organizations.
  • Employee Development Learning Path: Emarkable provides comprehensive training to help marketers assess their learning requirements, whether they are seasoned professionals or new to their roles. Our resources support annual development or performance reviews between managers and team members, fostering continuous growth throughout the year.
  • Recruitment Support: Emarkable offers assistance in the selection and recruitment process for assembling high-performing digital marketing teams.
  • Onboarding Assistance: Emarkable facilitates a seamless onboarding process for new recruits, ensuring they integrate smoothly into the team and understand their roles and responsibilities.
  • Ongoing Support: Through our Evolve programme, Emarkable collaborates with your company to develop a detailed activity plan aligned with your business strategy. We provide ongoing support to implement the plan, ensuring sustained growth and success.
Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.