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[Google] Foundations of Digital Marketing and E-commerce: Roles and responsibilities

In another reading, you were introduced to examples of job responsibilities in digital marketing coordinator and e-commerce analyst roles. This reading summarizes other associate or entry-level roles and responsibilities in digital marketing and e-commerce. At the end of the reading, you’ll find advice on how you can potentially progress from a starting role to roles with further growth opportunities.

Associate-level roles in digital marketing

Below are some examples of responsibilities for associate-level roles in digital marketing. These lists aren’t comprehensive but are intended to showcase a variety of responsibilities in each role.

Digital marketing coordinator*

  • Coordinate marketing activities and initiatives
  • Identify target audiences through research
  • Run campaigns
  • Monitor metrics to evaluate trends

* Also described in another video and reading

Marketing associate

  • Prepare reports on marketing and sales metrics
  • Collect and analyze customer behavior metrics, such as web traffic and search rankings
  • Coordinate with marketing teams to generate digital advertising materials
  • Assist with ongoing marketing campaigns

Search Engine Optimization (SEO) specialist

  • Develop optimization strategies to improve search rankings
  • Implement keywords for SEO
  • Monitor metrics to understand SEO performance
  • Update links for optimization of search rankings

Search Engine Marketing (SEM) specialist

  • Identify customer personas to enable marketing to identified audiences
  • Perform research on keywords for SEO and Pay Per Click (PPC) ads
  • Monitor metrics to optimize paid search performance
  • Identify and monitor key performance indicators (KPIs) for SEM

Social media specialist

  • Develop, implement, and manage a social media marketing strategy
  • Collaborate with sales and marketing teams on social media campaigns
  • Create content to build customer connections and increase brand awareness
  • Monitor metrics in social media campaigns for customer engagement and content optimization insights

Email marketing specialist

  • Create email marketing campaigns to promote products or services
  • Create an archive of emails for lead generation
  • Purge non-deliverable and unsubscribed email addresses
  • Use metrics to monitor the performance of email campaigns

Associate-level roles in e-commerce

Below are some examples of responsibilities for associate-level roles in e-commerce. These lists aren’t comprehensive but are intended to showcase a variety of responsibilities in each role.

E-commerce analyst*

  • Implement e-commerce strategies to support business goals
  • Set e-commerce goals and key performance indicators (KPIs) for key attributes like audience, acquisition, behavior, and conversions
  • Monitor and analyze e-commerce metrics
  • Leverage e-commerce data for operational insights

* Also described in another reading

E-commerce specialist

  • Develop and run campaigns to increase digital sales as part of an overall digital marketing strategy
  • Optimize paid advertising campaigns using SEO and other tools
  • Manage an online marketing presence, including social media platforms
  • Monitor metrics for spikes in website traffic or sales

Advance to roles that further your growth

Starting an entry-level role in marketing or e-commerce is exciting, but after you gain practical experience and hands-on work using tools in that role, you might be eager to advance your career.

If you’re ready for a new role, below are a few possibilities and a sampling of responsibilities for each.

Digital marketing manager

  • Plan and execute digital marketing, including SEO/SEM, email, social media, and display advertising campaigns
  • Measure and report performance and return on investment (ROI) for digital marketing
  • Plan, execute, and evaluate A/B tests and experiments
  • Evaluate and improve the end-to-end customer experience across multiple channels and customer touchpoints

Social media strategist

  • Manage and oversee social media content
  • Measure the success of social media campaigns
  • Monitor and analyze metrics to recommend effective content optimization solutions
  • Network with industry professionals and influencers using social media

Account manager

  • Build and maintain client relationships
  • Ensure the timely and successful delivery of advertising solutions based on customer needs and objectives
  • Clearly communicate the progress of initiatives to internal and external stakeholders
  • Forecast and monitor key account metrics

E-commerce product manager

  • Conduct market research
  • Develop a product strategy for an e-commerce business based on analytics
  • Define website and mobile app functionality, and deliver an optimal user experience for both
  • Understand business objectives and coordinate efforts to increase sales

Key takeaways

Career progression is very individualized. Sometimes it can take less than a year to be ready to advance to the next level; often it can take a few years. Here are three signs that you could be ready to progress to the next level.

  1. You consistently meet or exceed job-related performance goals.
  2. You’re assigned tasks associated with a higher-level role.
  3. You recently asked for more work while performing your job.

Keep in mind that your career can advance at a speed that is right for you. Always be ready and open to new opportunities by demonstrating a positive attitude and a growth mindset in whatever role you’re in!

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