Digital Marketing job descriptions and roles-Digital Copywriter
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 organisation 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 Digital 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 online content (website pages, Facebook pages, press releases, etc.) and offline content (leaflets, adverts etc), proof-reading and branding guidelines. In 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, 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 Optimization (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, depending upon the organisation.
1. Role:
The variation of the job titles include: Digital Content Executive, Creative Copywriter, Digital and Marketing Content Manager, Content Writer and Social Media Content Manager. Many of the Digital Marketing roles, in particular E-commerce, 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
8. Person Spec: Skills and Experience
- Develop and manage their content creation and editorial plan.
- Plan and write engaging digital content to support the social media and online strategy, for each relevant audience and marketing channel (email, apps, website, landing pages, blogs, Facebook etc.) with the aim of driving acquisition and the conversion of web leads.
- Some roles include traditional PR content writing for press releases and newsletters.
- Update online content via the content management systems (CMS) and email marketing platforms.
- Report on digital marketing campaigns, to show conversion rates and analytics on key goal conversions.
- Produce training and best practice guides to manage content and relevant systems.
- 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.
- Optimize campaigns for SEO, using keyword tools and develop metrics to show ROI.
- Ensure the content portrays brand values and is engaging for website traffic.
- Recommend creative content for online communities in addition to creative.
- Use customer insight to monitor visitor engagement and change content in line with customer requirements.
- Liaise with external agencies and internal departments on digital marketing projects.
- Ensure website content and content for apps is relevant and up to date.
Management/Softer Skills
- Excellent project management skills.
- Creative with passion for content across all platforms i.e. website, video, photography and digital media.
- Proven track record in producing user-friendly copy.
- Pride and accuracy in attention to detail – excellent proofreader.
- Not frightened to debate content – be the customer’s voice!
- For an agency role – confidence in engaging with clients.
- Proactive to keep up to date with the company’s products, services and marketing campaigns.
- Keep up to date with all branding processes and guidelines (may be responsible for creating these in some roles).
- Willingness to share knowledge and expertise and guide other colleagues.
- Results focused.
- Excellent project management skills.
- Ability to multitask and stay calm.
- Some roles ask for creativity.
Technical/Specific experience
- Keep up to date with asset management and best practice.
- Understand regulatory requirements which impact content management for the website and external communications, i.e. in financial services understanding of FSA, or e-commerce legislation, data protection, etc.
- Experience of video and customer engagement content (some roles).
- Experience in using CMS system and uploading data.
- Experience in HTML coding (some roles).
- Some experience in design packages, i.e. Adobe Photoshop and Adobe InDesign.
- Ability to use analytics to help with content management.
- Strong understanding of conversion strategies across web and mobile interfaces.
- Familiarity with SEO best practices and a good understanding of web technologies and digital marketing.
- Good knowledge of email, PPC, Social Media and/or UX/UI (for some roles).
- Conversion rate optimisation
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
One to two years’ experience in creating and managing digital content.
List of Roles
- Analytics Manager
- Content Manager/Content Marketing Manager
- CRM Manager (Incorporating Email Marketing and Marketing Automation)
- Digital Account Manager/Sales Director (Agency Role)
- Digital Director/Head of Digital
- Digital Copywriter Digital
- Marketing Manager or Web Manager
- E-commerce Manager
- Marketing Director
- Marketing Executive
- Marketing Manager
- PPC (Google Ads) Search Manager (or Digital Acquisition Manager)
- Search Manager
- Social Media Manager including Community Manager
- 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.
