Digital marketing job description + salary, skills & tips (2022)

Digital marketers are responsible for driving awareness of a company’s products and services via digital channels such as online advertising and social media.

Working within the marketing team, they plan and execute digital campaigns, monitor their success and report results back to business leadership.

This comprehensive guide includes a full digital marketing job description and everything else you want to know about digital marketers including job prospects, qualifications and salaries.

Guide contents

  • Digital marketing job description
  • How much do digital marketers earn?
  • What does a digital marketer do?
  • Requirements, skills and qualifications
  • Who employs digital marketers?
  • Which junior jobs progress to digital marketer roles?

Digital marketer job description

How much do digital marketing professionals earn?

Generally speaking, digital marketing is a well-paid profession with an average salary of £37,500 and plenty career progression opportunities.

Digital marketer salaries in the UK

  • Low: £27,000
  • Average: £37,500
  • High: £52,500

Source: Totaljobs

Digital marketer salaries will vary hugely depending on;

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  • The industry of the employer – e.g. a role in a professional services or banking organisation will pay better than a charity
  • Size and type of campaigns – e.g. does the role oversee multi-channel, global digital campaigns with extensive budgets or small regional campaigns
  • Area of specialisation – e.g. Digital marketers can specialise in one or more digital channels such as display advertising, social media or email marketing
  • General salary factors – such as the level of candidate experience and location

For example, a digital marketing professional working for an accountancy firm in London with significant experience in content strategy and e-commerce ,will earn more than a generalist digital marketer working in the public sector.

What does a digital marketer do?

Breaking down the job description jargon, here are the typical tasks and responsibilities that digital marketers will carry out in an average work week;

  • Campaign management – Planning and executing digital marketing campaigns including:
    • Search Engine Optimisation (SEO): Improving company website’s position in search engine rankings to drive visitors
    • Pay Per Click (PPC): Planning and optimizing paid advertising placements across relevant websites
    • Email marketing: Driving traffic, leads and sales via targeted email campaigns to customers
    • Social media marketing: using social platforms like Twitter, Facebook, Instagram and Snapchat to create brand awareness and loyalty
    • Video marketing: Creating videos to attract and engage target audience on platforms like YouTube and TikTok
  • Budget management – Allocating funds across different digital marketing channels to ensure the best ROI.
  • Creating content – Planning content calendars across channels to ensure digital platforms are populated with engaging content that represents the organisation’s brand.
  • Copywriting – Writing engaging content including social media posts, blogs, online articles and ad copy.
  • Stakeholder management – Managing relationships with internal teams and external suppliers such as digital marketing agencies and affiliate networks.
  • Data analysis – Using analytics software to monitor performance of campaigns and making adjustments to improve performance.
  • Reporting – Creating regular reports and dashboards for senior staff measuring campaign performance and ROI.

What do digital marketing executives need?

Digital marketing job description + salary, skills & tips (1)

Digital marketers need a range of technical skills and experience to perform their roles effectively.

There will be some differences in requirements depending on the level of the job and the industry of the organisation, but here’s a basic overview of what’s needed.


Junior or entry level digital marketers will often progress from an assistant type role within a marketing department or agency, after gaining a basic understanding of digital marketing. School leavers and graduates could potentially land a digital marketing role with no experience, if they have undertaken some digital marketing qualifications or training.

Mid-level to senior digital marketers will need to have gained several years’ experience working in-house for a company or for a digital agency. Sometimes, generalist marketers can move into digital roles if they can demonstrate a good understanding of channels and campaigns.

Digital marketing skills

Aside from the industry specific skills mentioned above (like planning, budgeting etc), the following more generic or “soft” skills are also vital for digital marketers.

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  • Strategic thinking: Creating strategies and plans that are designed to achieve strategic business goals and objectives
  • Communication: Written and verbal communication with staff, stakeholders and external parties
  • Creativity: Devising innovative strategies, writing engaging content and producing video, audio and image content
  • Project management: Ensuring campaigns and content calendars are implemented on time and to budget
  • Multi-tasking: Being able to work across a number of different projects at once

Digital marketers will also benefit from the following industry-specific skills

  • Analytics and reporting: Ability to use tracking and reporting software, and make adjustments to campaigns to improve success
  • Marketing knowledge: Understanding of key concepts of marketing including audience segmentation, consumer behaviour and channels to best distribute and promote the product or service
  • Digital marketing channels: Specialist knowledge in core channels and marketing techniques including SEO, PPC, social media, email marketing and affiliate marketing

The following software is also important in a number of digital roles:

  • Web analytics: Used to track website visitor numbers and behaviour, e.g. Google Analytics
  • SEO keyword tools: For researching organic traffic figures and estimating competitor website traffic, e.g. Moz, SEMrush
  • PPC Platforms: Pay per click advertising platforms such as Facebook ads and Google Adwords
  • Content management systems (CMS): Platforms for organising and publishing web content such as blogs. E.g. WordPress
  • Email marketing tools: Software for creating and sending email campaigns to subscribers. e.g. Mailchimp
  • Social media platforms: Knowing how to grow followings on Facebook, Twitter, Snapchat etc.

Digital marketing qualifications

Digital marketing positions may require candidates to have completed some kind of formal qualification in business or marketing.

There are also a range of post-graduate qualifications available where candidates can specialise in digital marketing.

CAM Diploma in Digital Marketing

This course is designed for people working in marketing communications already, or who hold a degree in another field and want to retrain. It is made up of three units including two compulsory topics covering marketing and consumer behaviour and digital marketing essentials. Students can then choose their final module in areas such as digital marketing planning and web analytics.

CIM Level 4 – Certificate in Professional Marketing (Digital)

The Chartered Institute of Marketing runs this course to help marketers specialise in digital marketing. Students will need to pass two mandatory modules and one elective module to gain the qualification. Mandatory modules include applied marketing and planning campaigns, while elective modules cover digital marketing techniques. The CIM also has a Level 6 Diploma of Professional Digital Marketing.

IDM Professional Diploma in Digital Marketing

The IDM’s diploma course covers a diverse range of topics including integrated planning for omnichannel campaigns and measuring and optimising omnichannel marketing. It is designed for people working in marketing who are looking to improve their knowledge of digital marketing.

What is expected of digital marketers?

Typically, digital marketer will be expected to commit to the following;

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  • Full time hours – (35 – 40 hours per week) with occasional evening work required
  • Location – Normally based at employer office
  • Some travel to meet suppliers and stakeholders

Digital marketing benefits

Digital marketing professionals work across a range of industries, usually larger companies with established marketing functions, so generally receive good benefits including:

  • Performance-related bonuses
  • Pension
  • Healthcare
  • Corporate discounts
  • Team events and trips

See more job description examples

Who employs digital marketers?

Digital marketing job description + salary, skills & tips (2)

Almost all companies will have a digital marketing function nowadays, and many are increasingly seeking the expertise of digital marketing professionals.

More than ever, consumers are researching and purchasing products online so it’s essential that companies have a strong online presence, which means that digital marketers are in high demand across the private and public sector.

There are also a large number of digital marketing agencies across the UK, who provide outsourced digital marketing services to other businesses.

Typical digital marketer employers include companies within:

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  • Marketing and advertising agencies
  • Professional firms such as accountancy and law
  • Retail
  • Health
  • Training and Education
  • FMCG
  • Automotive
  • Gaming and gambling
  • Entertainment
  • Beauty
  • Telecoms
  • Travel and leisure

Which junior jobs progress to digital marketing executive roles?

The career pathway in creative industries is relatively linear, and most employees will start in a junior role and progress up the ranks over time. Junior roles include:

Digital marketing assistant

Digital marketing assistants are entry-level roles that require supporting a wider marketing team with administrative duties. They may also be involved in creating content for social media posts and updating reports.

Which senior jobs do digital marketing executives progress to?

Digital marketing job description + salary, skills & tips (3)

There are a number of roles for digital marketing professionals to progress to, including:

Digital marketing manager

This role will be responsible for a team of digital marketing professionals within a company and also the planning and managing of their overall digital marketing strategy.

Head of marketing

The head of marketing will oversee all marketing activity for the organisation, including both digital and traditional media. They may also oversee teams of salespeople and other functions such as web development and UX.

Digital marketing job description – conclusion

Digital marketing is a growth area that is highly in demand due to the changing digital landscape.

It is a dynamic industry with many exciting developments and ideal for a seasoned marketer who is looking to specialise or a digital native entering the workforce.

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Similar roles: Marketing assistantMarketing managerMarketing executive


What is job description for digital marketing? ›

A Digital Marketing Manager is responsible for developing and implementing strategies that promote a company or brand's products. They manage various channels like social media networks, Google Ads, website content and email marketing to deliver a persuasive and cohesive marketing message to their audience.

Which digital marketing skill pays the most? ›


The versatility of Email Marketing makes it one of the most highest-paying digital marketing skills. It is used to engage inactive customers, convert leads, build customer loyalty, and more!

What hard skills do digital marketers need? ›

What are hard skills in digital marketing?
  • Writing. Every piece of content on the web and on digital applications begins with the written word. ...
  • Copywriting. ...
  • Marketing analytics and data analysis. ...
  • Search engine optimization (SEO) ...
  • Organic social media skills. ...
  • Empathize. ...
  • Define the problem. ...
  • Ideate.
Mar 24, 2022

What are digital skills? ›

Digital skills are broadly defined as those needed to “use digital devices, communication applications, and networks to access and manage information,” in UNESCO's terms. This covers a huge range and variety of skills, of course. There are different tiers of digital skills.

What is the salary of digital marketer? ›

The average salary of a digital marketing executive starts from 2LPA and goes up to 6 LPA as you gain experience. Whereas the salary of a digital marketing analyst receives a package of an average 3.6LPA and a maximum of 9.4LPA.


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