Pathway Overview
Why Digital Marketing?
- Global impact
- Tech scene vs. techie
- Advancement and opportunity
- Lifelong challenge
Digital marketing is now a staple in the business world and often the demand is higher than the supply for people skilled in the field—those who are creative, can write, design, produce, and market to solve problems, as well as engage audiences. Digital marketing also provides opportunities in the tech world outside of a design or development capacity. And the field is always changing therefore, digital marketers are always learning, which provides a challenging, creative, and rewarding career path.
Note: The title may change the level of the position i.e. Senior Promotions Manager makes the role mid-to-senior level vs. entry level.
Pathway Certifications
In digital marketing, there are no “required” certifications; ultimately, your ability to land a specific role comes down to your experience and proficiency with these in-demand skills, as well as your willingness to continue learning. Along with these skills, a bachelor’s degree is often a minimum requirement.
| Certification | Definition/Purpose | Associated Roles |
| AWS | Amazon Web Services | Search engine optimization (SEO) tasks/roles |
| Bing Ads | Bing Ads Certification | Search engine optimization (SEO) strategy. |
| Facebook Blueprint | Facebook Certified Planning Professional/Certified Buying Professional | Online social campaigns and marketing. |
| Google Ads/Google Analytics | Online social campaigns and marketing. | |
| Hubspot | Hubspot Content or Inbound Marketing | Role/tasks with digital marketing strategy. |
| YouTube | YouTube Certification | Video content strategy. |
| Twitter Flight School | Online social campaigns and marketing. |
In-Demand Skills
*Ultimately, your ability to land a specific role will come down to your proficiency in these in-demand skills and your willingness to learn new ones.
An “*” indicates a top skill in the digital marketing landscape. This list encompasses the field as a whole.
Field-Specific Skills
- *Digital Advertising and Analytics
- Marketing Metrics, Google Ads, Facebook Ads Manager
- *Web Analytics & Design
- Google Analytics, A/B Testing, basic HTML/CSS, WordPress, SEO
- Content Marketing
- Search Engine Optimization (SEO), Social Media, Content Mapping
- Digital Advertising & Analytics
- Google Ads, Google Display, Google Keyword Planner, Google Trends, Paid-Per-Click, Paid Social Media: (i.e. Facebook Ads Manager, Twitter Ads & LinkedIn Campaign)
- Agile methodologies and process
- Data Analysis & Management
- Email Marketing & CRM Software
- Salesforce, Tableau, MailChimp
- Graphic Design
- Adobe PhotoShop, Illustrator, etc.
- Marketing Strategy
- Brand Building/Strategy, Customer Journey Mapping, Conversion Funnels, Campaign Management/Optimization
Transferable Skills
- AnalyticalAgile/Flexible
- Business-minded
- Collaborative
- Creative
- Customer-centric
- Inquisitive
- Attentive
- Innovative
- Objective
- Relationship builder
- Communicative
- Strategic
Job Descriptions
*Note: Below is a basic guide to kick-start your exploration of digital marketing roles; not a complete list of all options and paths within each level.
Entry-Level:
Content Strategist
Provide editorial, creative, and technical support. Create and utilize set strategies to attract new inbound users and diverse content. Possess strong writing and editing skills. Function as the point person for social media campaigns. Host feedback and learning sessions, utilize SEO best practices, and focus on end-to-end vendor experience. Tags: Content Marketer, Digital Content, Jr., Sr.
Relevant Certifications: Any Google/social media certification
Aligned Roles: Content Writer, Copywriter, Communications Associate
Future Roles: Content Creator/Producer, Manager/Director
Paid Search Specialist
Build, launch, optimize, and maintain paid search and display campaigns, bid adjustments, keyword expansion, and daypart adjustments to drive performance. Work with media teams for cross-tier coordination. Test and analyze new search formats and betas. Tags: Paid Ads Manager, Paid Marketing Manager.
Relevant Certifications: Google certs, Bing Ads, Yahoo, AWS, social media certs, YouTube
Aligned Roles: Research Assistant, Jr. Account Manager
Future Roles: Paid Per Search (PPS) or SEO roles
SEO Specialist
Responsible for conducting keyword searches, using tracking tools, improving website rankings on search engines, and transforming results into Search Engine Optimization (SEO) marketing strategies. As a result, increase the brand awareness and customer knowledge. They enjoy research and creative thinking while also meeting deadlines. Tags: Search Engine Optimization, SEO Strategist..
Relevant Certifications: Google certs/ClickMinded, HubSpot, MS Office
Aligned Roles: Content Writer, Digital/Social Media/Advertising
Future Roles: SEO management roles
Mid-Level:
Brand Strategist
Collaborate with internal teams to drive market research on knowledge of current and future audiences and landscapes. By connecting data with product content, they mobilize campaign tactics, case studies, and craft strategic proposals and presentations. You may work with the editorial team to package initiatives and content to clients. Tags: consultant, creative strategist, digital strategist, brand marketing specialist.
Relevant Certifications: Google, social media certs
Previous Roles: Copywriter, Account Manager, Ad Sales Associate
Future Roles: President of Brands, Strategic Planner, Global Marketing Manager, Sr. Manager of Insights & Brand Strategy
Content Marketing Manager
Define and drive the creative direction, brand standards, and development of all content campaigns in collaboration with internal cross-functional and external partners. Help extend the brand vision to digital experiences to inspire, educate, or activate audiences. Tags: Brand Content Lead, Creative Director.
Relevant Certifications: Any/All
Previous Roles: Consultant, Copywriter, Marketing Specialist
Future Roles: Sr. Brand Director, VP, Creative Advertising, Promotions Director
Marketing & Communications Manager
Develop and execute marketing content strategies within all communications channels. Use email and social media strategy to drive engagement, awareness, and sales. Foster strategic relations, draft and distribute press releases, analyze data for reports, and edit and/or write web copy for SEO strategy. Tags: Consultant, Design & Communications Specialist, Marketing Communications Manager.
Relevant Certifications: Any/All, CopyBlogger, Google, Hubspot
Previous Roles: Ad Sales Associate, Consultant, Social Media Manager, Publicist
Future Roles: Sr. Manager of Brand Marketing, Chief Marketing Officer (CMO)
Senior Level:
Senior Digital Marketing Manager (SMO)
Create, develop, and manage content for digital presence. Cross-functionally coordinate projects, including tracking and reporting metrics for marketing campaigns and solutions for growth. Perform managerial tasks such as overseeing profitability, deliverables, timelines, and budgets, as well as support the development of a team. Tags: Sr. Marketing Officer, Digital Marketing Director, Digital Media Director, Marketing Manager.
Relevant Certifications: Any/All, Google Analytics, social media certs
Previous Roles: Content Strategist, Email/Campaign Manager, Digital Marketing Manager
Future Roles: VP of Global Digital Marketing, Head of Digital Media, Sr. Promotions Manager
Senior Director of Strategic Partnerships
Represent media, creative content, and digital entities for a company. Develop strong relationships with customers and stakeholders to drive revenue and growth, and work with high-impact clients from contract to fulfillment. Advise on campaign strategy and insights, and lead the prioritization of programs and projects. Tags: Global Strategic Alliance/Partner/Initiative
Relevant Certifications: Google Analytics, MS Office, Keynote
Previous Roles: Marketing and/or Communications Manager
Future Roles: VP of Strategic Partnership, Brand/Marketing Consultant
