Role Description

1. Entry requirements

There are no set requirements, but many employers will prefer you to have:

• a degree or equivalent qualification in marketing, management, business or a related subject 
• paid or unpaid work experience in a marketing role 
• some knowledge of digital marketing or online advertising

You could study for digital marketing qualifications offered by the Communications Advertising and Marketing Education Foundation (CAM) and awarded by the Chartered Institute of Marketing (CIM), like:

• CAM Level 4 Diploma in Digital Marketing 
• CIM Certificate in Professional Marketing (Digital) 
• CIM Diploma in Professional Marketing (Digital)
• You could also get into this job through a digital apprenticeship.

Getin2marketing has more information on becoming a digital marketing officer.

2. Skills required

You’ll need:

• the ability to analyse data 
• a creative approach 
• strong organisation and planning skills 
• IT skills 
• the ability to work under pressure and to deadlines 
• the ability to 'sell' your ideas 
• good presentation skills 
• excellent attention to detail

3. What you'll do

You’ll work in-house for an organisation's marketing department, or for a marketing agency that works for several clients.

Your day-to-day duties may include:

• creating digital marketing campaigns for online channels like websites, apps and social media like LinkedIn, Facebook, Instagram and Twitter 
• developing market research surveys and working with customers in focus groups 
• working with marketing and PR professionals 
• briefing other professionals like web designers on advertising campaigns 
• writing content for websites, email and social media 
• designing and writing e-communications like e-newsletters and text campaigns 
• making information and advertising more interactive by adding case studies, videos and infographics to websites, apps and social media 
• using data from web tracking tools like Google Analytics to check the effectiveness of marketing campaigns 
• tracking the success of your marketing campaigns and presenting your findings to management 
• using techniques like search engine optimisation (SEO) and search engine marketing (SEM)

4. Salary

Starter: £20,000 to £22,000

Experienced: £30,000 to £38,000 

Highly Experienced: £50,000 or more

These figures are a guide.

5. Working hours, patterns and environment

You’ll usually work 9am to 5pm, Monday to Friday. You may work longer at busy times like the run-up to a campaign launch. 

You may also need to attend trade fairs, exhibitions and events, where you’ll make industry contacts, in the evening or at the weekend.

You’ll usually work in an office. 

6. Career path and progression

With experience, you could specialise in a particular type of digital marketing like mobile or video marketing. 

You could progress to senior digital marketing officer, head of online marketing, become a freelance digital marketing consultant, or move into a related area like advertising, sales or public relations.