Marketing encompasses a broad range of roles across many different specialities. Professionals in the marketing field work to promote products, services, and brands using various strategies and tactics. The marketing department of any company may consist of diverse positions that require different skills and expertise. Some marketing jobs focus on hands-on content creation and analysis while others involve big-picture strategy and planning. This article will provide an overview of several prominent marketing roles and explain the key responsibilities of each job.
SEO Specialist
An SEO (search engine optimisation) specialist focuses on improving a website’s organic ranking in search engines like Google. This is done through keyword research, website optimisation, building quality backlinks, and leveraging search engine algorithms. SEO specialists need strong analytical abilities, IT skills, and expertise in search marketing tactics. Using the CV template on the Adobe website is a good place to start if you’re interested in this role.
Market Researcher
Market researchers gather and analyse data and market trends to determine customer needs, habits, and preferences that can inform business decisions. They often conduct comprehensive surveys, in-depth interviews, and focus groups to collect primary data direct from the source. Market researchers use insights gained directly from target audiences along with statistical analysis of market conditions to help companies develop products and marketing campaigns that will resonate with customers. Strong analytical and communication skills are essential for this role.
Social Media Manager
A social media manager is responsible for developing and implementing social media strategies for a company or brand. Their main role is to increase brand awareness and engagement through social platforms like Facebook, X, Instagram, and more. This involves creating engaging social content in various formats, monitoring platform analytics, developing social promotions and campaigns, responding to customers, managing sponsored posts, and closely tracking performance and engagement data. Social media managers require a blend of creative, technical, analytical, and communication skills.
Content Marketing Manager
A content marketing manager creates, delivers, and manages content for marketing campaigns across a variety of digital platforms and channels. This can involve writing blogs, articles, emails, ebooks, case studies, white papers, and other formats that engage and attract target audiences. Content marketing managers should have excellent writing skills to create high-quality content paired with creative flair to develop compelling content. Project management abilities are also key to overseeing content creation and distribution.
Email Marketer
Email marketers design and execute email campaigns to promote products or services to a mailing list or existing customer base. This involves creating aesthetically pleasing and engaging email content matched to the brand, segmenting subscriber lists based on demographics and interests, A/B testing subject lines and content variations, sending and scheduling campaigns, and analyzing performance through metrics like open rate, click-through rate and conversion rate. Strong copywriting skills and analytical thinking are vital for this role.
PPC Manager
A PPC (pay-per-click) manager oversees all pay-per-click advertising efforts, usually through platforms like Google Ads and Bing Ads. Their responsibilities include managing campaigns and budgets across accounts, optimising and A/B testing ads to improve click-through and conversion rates, targeting relevant audiences and demographics, closely monitoring costs, evaluating performance data, and generating reports on ROI. PPC managers need excellent analytical abilities, mathematical and budgeting skills, and in-depth knowledge of PPC advertising techniques.
Digital Marketing Manager
Digital marketing managers develop and execute a company’s digital marketing activities across the full spectrum of online platforms and tactics. This could include display advertising, SEO, email marketing, social media marketing, affiliate marketing, and mobile marketing. Digital marketing managers need a broad understanding of all key digital marketing channels along with strong analytical abilities to optimise efforts, capitalise on trends, and report on ROI across digital campaigns.
Brand Manager
Brand managers are tasked with the strategic development, positioning, and marketing of a product or service brand. Their high-level responsibilities include conducting market research, identifying target audiences and market segments, guiding creative teams to develop campaigns and branded assets, defining pricing strategies and packaging options, tracking metrics around brand performance, managing budgets, and leveraging data to make smart marketing decisions. Strong leadership, project management, analytical, and strategic planning skills are vital for this role.
Product Marketing Manager
Product marketing managers promote and bring products and services to market. They are responsible for defining product positioning, identifying competitive advantages, developing pricing strategies, creating educational materials, generating leads through content and campaigns, working with the sales team to enable revenue growth, and launching products/services through go-to-market strategies and release plans. Excellent communication skills and business acumen are essential for this role.
Marketing Manager
Marketing managers develop, implement, and manage marketing campaigns across different channels to promote a company’s brand, products, and services. They provide leadership for many of the roles described above and work closely with teams across departments like graphic design, advertising, PR, and event planning. Marketing managers combine strong leadership, project and budget management, team collaboration, and analytical skills to deliver coordinated marketing results that support business goals.
Marketing encompasses a diverse range of specialised roles requiring different abilities from technical expertise to creative talent. Some positions focus on tangible content creation and optimisation while others take a broader strategic approach. Finding a marketing position that utilises your inherent strengths and interests will enable you to make an impact and advance in this multifaceted field.
To read more content like this, explore The Brand Hopper
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