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How to be a Digital Marketing Executive

This week Kathryn Yardley, digital and marketing consultant at recruitment agency Success Digital, tells you how to gain a role as a digital marketing executive.

“Digital is a truly exciting area to be working in right now and is only set to get more buoyant in the future. We have seen a trend for digital marketing specialists with a solid foundation of experience being sought after by retailers.

At executive level you should expect to have around three years experience under your belt. Client side retailers will ideally look for experience at like for like retailers, but can be very open to agency background to get the right technical skills.

As an executive you may specialise in one or two particular areas of online marketing - for example email and social media or search marketing. However, in smaller companies there may be a call for candidates with more rounded experience who can do a bit of everything whilst managing external agencies for support.

Day to day you should expect to be the point of contact for external agencies and be involved in lots of key stakeholder management. You play a pivotal role in acquiring new customers to the website and then in retaining the existing clientele. Your role could be more creative when discussing strategy and ideas for new campaigns, but expect to be involved in a fair bit of analytical work to measure ROI in the aftermath. At this stage you will also have picked up more technical skills and will implement these on a day to day basis.  

This role could lead to exciting opportunities as campaign manager or ecommerce marketing manager, or if you have a specialist interest in one area then there is a demand in larger organisations for search managers, social media managers or CRM [customer relationship management] managers. However some candidates may choose a broader role such as web manager. Whatever you take as your next step it is a truly innovative and ever changing industry to be part of.

The salary banding for a digital marketing executive would be from £26,000 at entry level up to £34,000 for an established senior executive.”

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