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”:
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.