September 2017 | Digital Marketing Strategy 101

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The number of job titles and descriptions at agencies that deliver digital marketing solutions is an ever increasing list. What are the roles involved and where do they fit in in the digital product cycle? Every day, in this connected age of marketing, we see new points of engagement come to the foreground, and naturally new positions are created, or current roles are customized to address the new areas of focus.

Here's a starting-point list of the most common job titles and roles at advertising, media, social media and specialized digital services agencies...

Brand

Channel Neutral Planners, Brand Managers, Strategic Planners (non digital specific)

Integration Director/Manager, Integrated Content Manager/Coordinator

Digital Strategy

Digital Strategists – define the role of the brand in digital specific channels

Audience & Insight: Insight specialist, data analysts, Analytics Managers,
Content Strategy Managers/Directors, Engagement Strategy Managers, Campaign & Eco-system Planners, Social Voice Strategy Managers, Behavior Analysts, Trends Analyst,
Performance Marketing Director/Manager/Specialist, Usability Engineer/Strategist

CRO Specialist (Conversion Rate Optimization), CRO Director, CRO Analyst, CRO Data Specialist

Data Planner, Affiliate Marketing Manager/Specialist,

Digital Creative

Creative Technologist

Digital Creative Director, Digital Art Director, Digital Production Artist, Graphic Designer, Digital Identity Development Art Director,

Video Director, Videographer, Video Editor, Video Producer

Digital Content Director, Content Creation Manager, Copywriter, Content Editor

SEO-relevant writer, SEO specialist

UI/UX Designers, UI/UX analyst

Digital Programmatic Creative Specialist/Manager/Director

Pre flight manager, Traffic Manager,

Project Manager

Social Media

Social Media Director, Social Media Manager, Social Media Account Handler/Associate

Social Media Strategists (Director/Manager), Social Media Planners, Social Calendar Developer

Community Manager

Social Media Data Analyst, Social Media Monitoring Manager/Director,

Social Media Distribution Manager, Social Content Publisher

Social Specific Content Manager, Social Content Art Director,

Paid Social Manager, Paid Social Planner

Customer Experience

Web & Mobile Experience Architect, Website Designer, Website Developer, Mobile Apps Strategist, Mobile App Designer, Customer Engagement Analyst, UI/UX specialist, CMS specialist,

Programmers, Specialist Programmers, Mobile Code specialists, Applications Designers, Loyalty Specialist Designers, CRM designers, Website Pre-flight Analyst, QA&QC Manager,

Experience Strategy Director, Digital Activation Manager/Director,

e-Commerce Director, e-Commerce Strategy Director, e-Commerce Designer, e-Commerce Creative Director/Art Director, e-Commerce Content Analyst, e-Commerce Code specialist, e-Commerce Product Analyst, e-Commerce Content Coordinator

eMail Marketing Specialist/Manager/ Creative Director, eMail Marketing Analyst

Innovation

Innovation Leads, Digital Product & Service Development Manager/Director, Innovation Lab Director, Innovation strategy Director, IOT Specialist, IOT interface designer, Wearables Strategist, Wearables interface designer

Media

Digital Media Director, Digital Media Strategy Director/Manager, Digital Media Engagement Director, Digital Media Data Analyst,

Digital Media Associates, Media Planners,

Digital Media Buying Manager/Director, Digital Media Buyer,

Digital Media Dashboard Manager, Programmatic Director/Manager, Digital Media Content Analyst, Digital Media Pre Flight Manager/Associate, Digital Media Distribution Manager,

Media Creative Director, Media Art Director, Media Engagement Manager/Director

Media Content Manager, Media Content Writer

RTB Director/Manager, RTB Specialist (Real Time Bidding)

Paid Social Planner, Paid Social Buyer

Search

SEO Analyst, SEO Specialist, SEO Consultant, SEO writer, SEO Coordinator, SEO tag specialist, SEO specialized Web Designer/Developer

SEM planner, SEM strategy director, SEM Buying specialist/Manager/Director, PPC Director, PPC Analyst, Keywords Analyst, Trends Analyst, Growth Specialist, SEO Editor, Bidding Director,

Demand Generation specialist,

Account Management/ Client Interface / Agency Management

CEO – Digital, Digital Managing Director, Digital Group Director, Digital Account Manager,

Client Services Director/Manager/Associate, Digital Services General Manager

Social Media Director/Manager/Associate, CRM Manager, Experience Director,

I haven't even mentioned niche job titles like "Snapchat Content Strategist" or "Digital Culture Analyst" – those jobs are either super niche and fall into the "invented here" bracket, or are just ways of luring brands through the front door.

If you're a brand looking for an agency and have really specific needs, you need to figure out if they are equipped to handle what you want, or are they just going to get someone within their staff to just try and "talk the walk". The roles above cover a wide spectrum – some are highly specialized roles needing unique skill sets – the others simply evolve from current roles and job descriptions. Either way, that's how agencies and brands today are defining and rising to the needs of digital marketing. And just knowing about these roles is basic knowledge – its Digital Marketing Strategies 101.

Please add your comment if I have missed a role or job title that you feel should be included in this list.

Here are some current openings across the region at the group of agencies where I work. A lot of these job openings are for digital roles.

Read this: How to get a job in Digital at an Agency

Here are some posts that address digital marketing needs and how they are best addressed by key people in the roles above: