How do I Become a Digital Marketing Executive?

Marketing, perhaps more than any other industry, has been upended by digital. On the one hand, the internet has created an unprecedented platform for product visibility, but engagement is increasingly difficult. If the digital revolution provides consumers with practically unlimited choices, how do you distinguish your product from the rest? How do you attract new consumers? How do you keep the old ones? Is brand loyalty viable in a hyper-saturated market? These are just a few dilemmas marketing professionals are facing, and digital marketing executives, especially. Still, if the challenges are daunting, the opportunities are huge, and for aspiring marketers now is the time to consider entering the workforce.

What is a Digital Marketing Executive?

A Digital Marketing Executive plans and executes all aspects of a company’s online marketing strategy, including market research and targeting, social media outreach, search engine optimization, newsletters and direct campaigns, lead generation, brand building, and conversion. (Typically, digital marketing executives liaise with IT for bug fixes, as well.) The digital marketing executive will also direct big picture operations, so keeping up-to-date with industry news and trends is a major responsibility.

Salaries and Job Prospects for Digital Marketing Executive?

Digital marketing executive salaries will vary by organization (and the role’s seniority), but median pay for advertising, marketing, and promotions managers is about $130k according to the U.S. Bureau of Labor Statistics. Further, the sector is growing: the BLS predicts 225,000 more jobs through 2024, a 9% increase from current levels, which is almost twice as fast as the national average. According to Indeed.com, New York, California, and Chicago appear to have the largest concentration of high-paying jobs, but cities like Atlanta, Austin, and Charlotte offer similar salaries with lower cost-of-living expenses. (For a full rundown, check out our best cities for marketing jobs ranking.)

Valuable Skills for Digital Marketing Executives

• Excellent written and verbal communication skills
• Proficiency in web analytics tools, i.e., Google Analytics, NetInsight, WebTrends, etc.
• Proficiency in a CRM software, i.e., Salesforce, Oracle, Microsoft Dynamics CRM, SAP, etc.
• SEO/SEM
• Experience with B2C social media content creation
• Experience with CMS and database driven websites
• Creative and innovative thinker
• Google AdWords
• Understanding of marketing theory and practice (traditional and emerging)
• Working knowledge of ad serving tools, i.e, DART, Atlas
• HTML and CSS
• Flash, action script, and JavaScript coding

Education for Aspiring Digital Marketing Executives

Ideally digital marketing executives have earned either a bachelor’s or master’s in marketing. Public Relations and Communications tracks are equally helpful, especially for demonstrating more specific expertise. If a full two- or four-year degree doesn’t fit your needs, you might consider alternatives like marketing-related digital bootcamps or MOOCs, which offer flexibility, affordability, and experiential learning opportunities.

Helpful Certifications for Digital Marketing Executives

• Certified Product Marketing Manager (CPMM)
• AMA Certified Professional Marketer
• DMA Certified Marketing Professional
• Google AdWords
• Google Analytics
• Facebook Blueprint
• HootSuite
• HubSpot
• Bing Ads
• W3Schools
• Code Academy