Positions in digital marketing: What do they mean and what does each one does?

With the evolution of technology, new advertising forms and the constant increase in the use of social networks and anglicisms too, there are more and more new jobs related to marketing.  And it is increasingly difficult to differentiate between them and know what each of them is dedicated to.

CMO, DMM, SMM? Among the dozens of acronyms of digital marketing campaigns and the positions of professionals working today in the world of marketing… We are lost!

But, do not panic: do you want to know what all these positions in digital marketing mean and what roles does each of them play? Next, we reveal it to you.

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Positions and roles in digital marketing

Although each company is a world by itself, and finally, we all end up doing what we want, often marketing positions are structured by levels, depending on the experience, responsibility and tasks performed by each professional.

In this way, we can find the following “last names”:

  • Assistant
  • Junior
  • Executive
  • Manager
  • Consultant
  • Director

These last names may be preceded by different titles, depending on the work area in which they are located. The most common positions in a department or digital marketing agency are the following:

1. Marketing Manager. It is, nothing more and nothing less than the marketing director, the maximum representative, in marketing matters in an agency. It will depend on the decisions of the CEO (executive director) and the COO (operations director) but will have complete independence to make decisions on issues related to their position. Their main roles are to coordinate the marketing department, the global strategy, the strategy of the own brand/agency, the obtaining of new clients, the recruitment of new professionals and the general planning.

2. Chief Marketing Officer (CMO). It is a disaggregation of the Marketing Manager that is taking more and more weight. It is a more operational professional, complementing the tasks of the first, and must be in the day to day of the different action implementation to comply with the strategies and objectives proposed in the marketing plan. Usually, he/she reports directly to the CEO or COO.

3. Digital Marketing Manager (DMM). He/she is responsible for digital marketing, the person the tasks depend on, i.e. the company website, the control of all digital projects, the supervision of the management of the different channels (blogs, social networks, etc.), the web data analysis, the establishment of KPIs or objectives … In summary, his/her main task is to check everything is working correctly, from the point of view of a coordinator, not an executor.

4. Digital Marketing Specialist (DMS). It is the person responsible for everything that has to do with digital marketing. Must have knowledge of everything to be able to coordinate the people who are in charge of. He/she must know everything to be able to coordinate the people he/she oversees, help in times when it is necessary and provide a strategic vision. He/she reports to the DMM.

5. Social Media Manager (SMM). The SMM is responsible for coordinating the team managing the day to day of social networks, both operational and strategically. This professional ensures compliance with the social media plan and points out the objectives and strategies. Coordinates social network projects and analyses data and insights to improve communication with the communities managed in the agency/company.

6. Community Manager (CM). A community manager is a person who manages the operation of social networks, the day to day, comments and messages, and assess together with the SMM, the strategy for the different projects. He must know perfectly the people who he is targeting each day, as well as control the different social network managers to speed up their work as much as possible and stay up to date on the latest news from the different channels to act as soon as possible and improve their work. He also makes reports and may manage social media campaigns. Report to the SMM, if they have it and, if not, to the marketing director, because often companies do not have the SMM position.

Cargos en marketing digital

7. Digital Content Manager. I It the person responsible for content management, usually blogs, both those who are more focused on positioning and articles with quality information. Point to the content ‘s schedule and coordinate the copywriters or editors to comply with the established times.

8. Copywriter. All the contents depend on him/her, from an ad text to the writing of a blog article. They are very creative people quickly finding the best way to communicate an idea or concept. Besides, they do not care about the subject because they also perform very efficient research and, although they can specialize in specific areas, they are usually able to write about practically any topic.

9. Creative Designer. What would be of the social networks and digital marketing without a design that draws attention? Creative designers “squeeze” every day their mind to translate into images and videos what their customers need, which is transmitted to them by the Project managers or by the accounts.

10. Project Manager. It is the person who is responsible for tracking all projects and tries to correct deviations from the results, also supporting the following position, the Account Manager.

11. Account Manager. They are the reference persons for each client on a day-to-day basis and are responsible for transmitting their needs and wishes to their team (content, social networks, design, development, etc.), as well as planning and managing projects, to offer a personalized, professional and efficient service.

12. SEO/SEM Specialist. These are specialists in SEO (organic positioning) and/or in SEM (paid positioning). Their roles are the optimization of the organic and/or paid clients’ positioning, both through content and actions related to them, as well as through the start-up, the management of the ads and the optimization of the campaigns to achieve a greater scope with the tightest budget possible.

13. Digital PR. They are the “new” public relations specialists, now more oriented to the management of influencers and media or digital blogs. They are responsible for selecting those media and personalities that can play a fundamental role for clients and maintain a close relationship with them. They also carry out link building actions in specific media and blogs to improve the SEO positioning of the clients.

14. Developer. The developers are responsible for programming web pages, solving problems and establishing improvements (eCommerce, SEO, visual, sections, etc.) to promote top user experience. They must know the different platforms and web design tools, although they can also specialize in some specific or types of web pages, such as eCommerce, in order to offer even more detailed management and realize the (sometimes convoluted) projects of the clients.


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