Digital Marketing job descriptions and roles -Web Developer/Designer
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 Web Developer / Designer
We have included these two roles together, but from a technical point of view they are quite different. A web developer is a more technical “back-end” role involving systems design, integration of systems through APIs (application programming interfaces) and, of course, coding using different languages like Python, PHP and Microsoft’s .Net or Azure platform accessing different databases. A web designer involves creativity in designing the visual design and layout of “front-end” user experiences of websites and apps. They may also have technical proficiency in XHTML and CSS (Cascading Style Sheets). Alternatively they will often focus on using Adobe Design applications like Photoshop, InDesign or Illustrator and these designs are then implemented by others.
If an organization is fortunate, the skills may be combined. The Web Developer is typically responsible for maintaining the mobile and desktop websites and intranet, supporting end-users though training and documentation, writing code to develop online forms or plug-ins and being the ‘technical guru’ to fix any bugs or manage upgrades. The Web Designer is typically focussed on branding, designing landing pages, landing pages, designing email templates, marketing headers, banners and associated advertising pages and, perhaps, updating content.
With the shift to social media marketing, it is clear from the job descriptions and adverts that these roles are expected to deliver more than this! These roles will also be involved in designing apps, content management, integrating systems and technologies across CRM systems, Twitter, Facebook, LinkedIn, using analytics for tracking, and customer insight to understand the customer journey… the list could go on. Some roles have now moved from the back-office to being more ‘front-of-house’, liaising with agencies, the research team, social media and other departments.
1. Role:
The variation in job titles includes: Web Developer (plus discipline i.e. .Net, PHP, HTML, JAVA), Creative Web Developer/Designer, Designer (plus specialism), Print and Web Designer, Digital Creative Strategist, Digital Designer (plus specialism ie Flash) and Digital Graphic Designer.
2. Junior roles within the team
The more junior roles include Junior and Job titles above, Junior Front End Developer, Ecommerce Web Developer, Junior User Experience Developer, Junior Mid-Weight Developer and Lead Creative Designer/Developer and Middleweight Designer/Developer.
3. Location
4. Industry sector
5. Client/agency side
6. Summary/scope of role
7. Main duties/areas of responsibility
- Responsible for design and maintenance of the website, intranet and e-commerce platforms.
- Design email templates in line with best practice.
- Liaise closely with the Social Media team to ensure platforms are fully optimized.
- Gather user requirements layout to design relevant pages across different platforms.
- Provide technical solutions and provide innovative new ideas to solutions.
- Developing cross-browser and cross-platform compatible solutions.
- Communicate project progress to key stakeholders.
- Ensure design is in line with the user experience, usability and best practice.
- Key in developing systems, interfaces and integrating new technologies.
- Develop new user-facing features.
- Produce QRcodes and associated landing pages.
- Liaise with Agencies for new technologies
- Produce designs for social media pages i.e. Facebook, LinkedIn.
- To work with APIs to integrate systems and data.
- Responsible for bug fixing and problem solving, to ensure optimum customer experience.
- Manage upgrades and patches.
- Build reusable code and libraries for future use.
- Manage user acceptance testing and browser compatibility optimization.
- Ensure content is in line with brand guidelines (for some Design roles).
- Create and maintain online assets in line with brand.
- Monitor and support performance.
- Optimize application for maximum speed and scalability.
- Some roles ask for copywriting experience in the more design-focussed roles.
8. Person Spec: Skills and Experience
Management/Softer Skills
- Work to tight deadline dates.
- Dynamic and positive attitude.
- Passionate about web development and tools/ systems.
- Communication skills.
- Project management skills.
- Excellent design skills and creative skills. (Web Designer).
Technical/Specific experience
- Work to tight deadline dates.
- Dynamic and positive attitude.
- Passionate about web development and tools/ systems.
- Communication skills.
- Project management skills.
- Excellent design skills and creative skills. (Web Designer).
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 year experience for junior roles.
- Three to four years’ experience in a similar role, for a more senior role.
- Specific technical skills.
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.
