Digital Marketing job descriptions and roles-Digital Director/Head of Digital

Job Description for Digital Director

1. Role:

The variation on the job titles include Group Digital Director, VP Digital Marketing, Digital Account Director, Direct Account Director/Digital Account Director, Director – Digital Marketing, Digital (specialism – advertising) Account Director, Strategy Director, Campaign Director and Business Director.

2. Junior roles within the team

The more junior roles include Junior/Senior and job titles above, Head of Digital Marketing, Head of Digital, Head of Digital Transformation, Digital Marketing Executive, Senior Digital Strategist, Digital Project Manager, Digital Marketing Co-ordinator, Online Marketing Executive Digital (specialism e.g. content) Manager.

3. Location

4. Industry sector

5. Client/agency side

6. Summary/scope of role

7. Main duties/areas of responsibility

• Define a vision of how digital marketing will contribute to brand development.
• Responsible for digital brand engagement and improving the digital customer experience through research and insight.
• Define strategic initiatives and a roadmap to support digital transformation to improve the digital contribution of online channels to improve customer acquisition, conversion and retention.
• Manage the creation and implementation of the integrated digital communications strategy, including social media, content marketing, organic search and paid search.
• Responsible for associated digital marketing systems, processes and technologies.
• 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.
• Understanding marketing channel attribution and tracking methodology.
• Provide overall strategic advice on 360 digital solutions.
• Responsible for the digital marketing budget and reporting to senior management.
• Responsible for the content marketing strategy and/or social media strategy.
• Champion customer satisfaction and engagement through enhancing the multichannel customer experience (some roles). Champion customer satisfaction and engagement (some roles).
• Oversee the organic and paid search marketing strategy, and ensure best practice is adopted, reviewed and monitored.
• Contribute to growing online communities and social media platforms (specific roles).
• Responsible for leading and driving interdepartmental teams through the branded digital strategy planning and development, and leading the team across digital marketing and the entire customer journey, ensure all touchpoints are aligned.
• Identify and set relevant processes and KPIs with key business stakeholders, applying these to the digital team, supporting them in delivery and monitoring progress.
• Mobile strategy development and design of the mobile marketing roadmap.
• Oversee the development of training plans (some roles).
• Develop relationships with digital agencies/vendors and involved in vendor selection.
• Assess new digital marketing technologies, tools and techniques, and regularly review for best fit for the business.
• Ability to contribute to the Editorial and Management Team on strategic initiatives (some roles).

8. Person Spec: Skills and Experience

Management/Softer Skills

• Persuasive communication skills and for agency roles – articulate, confident and client-facing skills.
• Excellent project management and presentation skills.
• Ability to multi-task under pressure.
• Passionate and energetic.
• Open minded and ‘thinks creatively out of the box’, forward thinking.
• Self-motivated with ‘can do attitude’.
• Analytical – can translate data into actionable insight, is a critical thinker and problem solver. Ability to translate strategies and turn complex ideas into practical marketing campaigns across multiple projects.
• Resourceful and can identify requirements, without direction.
• Flexible and adaptable.
• Team player.
• Particular style of leadership, for example metrics driven.
• Strategic acumen with the ability to influence and motivate without formal authority.
• Ambitious and ability to drive the business forward.
• Build and develop relationships.
• Negotiation skills.
• Ability to lead a team and motivate.
• 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.
• Understanding of current tech solutions to support performance goals.
• Passion to stay abreast of new developments and technologies and not frightened of change.

Technical/Specific experience

• In-depth and up-to-date knowledge of latest digital and social media techniques, marketing technology, data management and digital landscape.
• Digital marketing and social media experience (social media marketing, content marketing, SEO, SEM, affiliate marketing, digital experience design, social paid advertising, web development).
• Experience of persona-based segmentation (some roles).
• Hands on experience of translating digital marketing objectives into strategies, with appropriate tactics.
• Experience of managing websites, intranet, e-commerce sites.
• Experience in B2B tactics.
• Agency experience or agency role.
• 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 candidates based on competencies. Some may include leadership, communication, creativity, project management, financial and problem solving.

10. Professional qualifications and associations

• University degree with specialism in Marketing, Economics or Business. Some ask for an MBA.
• Varied, five, seven or ten years’ experience in agency/corporate environment – in digital marketing. Some roles ask for specific experience i.e. media agency/owner.
• Some roles seeking previous experience as Marketing Director, Head of Marketing, Digital Director, or Associate Director.
• Some roles are asking for a minimum of five years’ management experience.