Skill description
Planning and executing activities to promote products, services and brands through digital channels and technologies.
Guidance notes
Activities may include, but are not limited to:
- planning and executing digital marketing activities aligned with overall business objectives.
- creating and optimising content for various digital platforms including websites, social media, email.
- managing paid digital advertising campaigns across search, social and display networks.
- implementing and optimising search engine optimisation (SEO) practices.
- using marketing automation tools to personalise and streamline marketing efforts.
- analysing digital marketing metrics and using insights to guide decision-making and tactics.
- conducting A/B and multivariate testing to optimise digital marketing performance.
- managing relationships with digital marketing vendors, agencies and platform representatives.
- staying informed about emerging digital marketing trends, technologies and recognised good practices.
- ensuring digital marketing activities comply with relevant regulations and platform policies.
- collaborating with cross-functional teams to align digital marketing efforts with other business initiatives.
Level 2Assist
Performs basic digital marketing tasks under routine supervision.
Assists in the implementation of digital marketing campaigns across various platforms.
Collects and organises basic performance data from digital marketing activities.
Contributes to the creation and distribution of digital marketing content following established guidelines.
Level 3Apply
Implements digital marketing activities across multiple channels.
Monitors campaign performance and makes basic optimisations.
Assists in the development of digital marketing content.
Follows procedures to comply with regulatory requirements and platform policies.
Contributes to the analysis of marketing metrics and prepares reports.
Supports the planning and execution of marketing performance improvement initiatives.
Level 4Enable
Plans and executes digital marketing activities across various platforms.
Analyses detailed marketing data to derive insights and improve campaign performance.
Recommends and implements improvements to digital marketing activities based on performance data.
Manages relationships with digital marketing vendors and platform representatives.
Leads the implementation of marketing automation processes.
Applies organisational guidelines and uses appropriate tools to ensure digital marketing activities adhere to relevant regulations and platform policies.
Level 5Ensure, advise
Leads the development and implementation of comprehensive digital marketing plans.
Oversees the integration with broader marketing and business objectives.
Manages budgets and resources for digital marketing initiatives.
Provides guidance on recognised good practices for digital marketing and emerging trends to stakeholders across the organisation.
Evaluates and recommends new digital marketing technologies and approaches.
Establishes and maintains strategic relationships with digital marketing vendors and platform representatives.
Develops standards and procedures for compliant digital marketing practices.
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