Digital Marketing job descriptions and roles-Content Manager or Content Marketing 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 the Content 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:

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, including content management platforms and process). Typical job titles are Digital Content Manager, Content Writer, Web Content Manager, Programme Communications Manager, Content and Communications Manager, Senior Communications Manager, Head of Content, Senior Content Manager – Data and Analytics, Senior Content Officer, Online Content Manager, Online Marketing Manager and Marketer/Copywriter.

2. Junior roles within the team

The more junior roles include Junior/Senior and job titles above.

3. Location
4. Industry sector
5. Client/agency side
6. Summary/scope of role
7. Main duties/areas of responsibility
  • Content marketing strategy. Define and implement an effective content marketing strategy including setting objectives, auditing effectiveness, evaluating ROI, defining content types for brand storytelling and lead generation as well as, depending on sector, defining Influencer Relationship Marketing (IRM)
  • Blog editorial management. Setting editorial direction, commissioning new articles, scheduling and editing articles and influencer outreach. This may be a separate role in larger organisations.
  • Coordinating content distribution. Working with others in the team to coordinate content sharing via email, blogs social media, infographics, interviews and external partner outreach as part of structured campaigns.
  • Search Engine Optimization (SEO). Defining a strategy for SEO and planning improvements across the website to boost awareness and visits. This may be a separate role in larger organizations.
  • Reviewing and improving performance. Using Google Analytics and other measurement tools to review content and SEO effectiveness and develop tactics to improve performance.
  • Other details to consider :
  • Leading and overseeing the research, development and production of quality content for inbound marketing and off-line publicity channels (particularly for Content Marketing).
  • Managing content campaigns across online and social media channels and marketing automation.
  • Increasing awareness of the brand, product and services both internally and externally through outreach and social media amplification.
  • Manage aspects of website content and, for some roles, ask specifically for SEO experiences, such as keyword research, on-page optimization, technical SEO and link-building best practices.
  • Ensure Content Marketing is integrated into the PR Strategy.
  • Ability to write (more junior roles) a variety of content across channels, including blog posts, repurposing hero content, crafting tailored and personalised email campaigns, 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.
  • Evaluation: auditing content effectiveness and reporting on content contribution to business and ROI using analytics.
  • Create internal content, including presentations, emails, brochures and internal sales collateral.
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

  • Excellent content writing and editorial skills.
  • Excellent organizational skills and attention to detail.
  • A ‘creative thinker.’
  • Passionate and ‘an eye on cutting edge’ platforms.
  • Line management experience.
  • Budget experience.
  • Team skills.
  • Excellent project management skills.
  • Ability to liaise with senior management and influence key decision-makers.
  • Line management experience.
  • Ambitious and confident.
  • Results-focused.
  • An eye for detail and a meticulous nature.
  • Curate and promote digital content.
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.
Natalia