The marketing technology landscape is continually changing, and it moves so quickly, it even has it’s own super-efficient nickname: MarTech. With a plethora of new tools, increasingly complex MarTech stacks, and evolving roles and responsibilities, companies are discovering that they need to adapt—and fast.
Because of our long history of matching the world’s most recognised brands with specialised talent, we know how challenging it can be to find the perfect talent when the marketing landscape and skill sets are constantly shifting.
In short, we get it. So to help you, we’ve gathered information on the top three roles we’ve seen emerge from the evolving marketing technology space. Read on for the most common titles, job overviews, and key responsibilities and stay ahead of the hiring trend.
Digital Marketing Strategists
Also known as: Digital Marketing Specialists, Online Marketing Managers/Directors, Demand Generation Managers/Directors, Digital Acquisition Managers/Directors
Digital Marketing Strategists see the big picture and have the knowledge to coordinate technology and marketing on multiple fronts to make things happen for brands. They are responsible for determining the best digital marketing strategy across all channels and touchpoints. They must be innovative, progressive thinkers able to effortlessly connect available technology and digital interactions to meet business objectives. Since they plan, execute, and optimise multi-channel digital campaigns, the daily workload of Digital Marketing Strategists naturally overlaps with almost every aspect of MarTech.
Unlike individual contributors who manage just one aspect of digital marketing, like SEO analysis or email marketing managers, Digital Marketing Strategists are typically more senior, with data-driven expertise in website analytics, SEO, email, social media, and advertising.
Responsibilities of a Digital Marketing Strategist may include:
• Creating new growth strategies and building on current ones to meet digital marketing
• Identifying trends and using them to plan future marketing efforts
• Developing marketing timelines, monitoring progress, and ensuring deadlines are met
• Developing relationships with both clients and staff to provide direction and
• Collaborating with marketing teams to optimise user experience
• Making sure projects meet client standards and stay within budget
• Monitoring data to predict and plan for future needs
Digital Marketing Analysts
Also known as: Web Analysts, Web Analytics Managers, Statistical Analysts, Marketing Data Scientists, Digital Analytics Managers/Directors
Digital Marketing Analysts examine a brand’s data before, during, and after digital marketing campaigns to predict outcomes, measure results, and help inform the decisions that make marketing more effective. They employ analytics software and tools like Google Analytics, Optimizely, Eloqua, and Tableau to look for data that show trends over time and use those results to adjust marketing efforts. The analysts who find the most success are those that can take these data points and present to stakeholders in a way that’s meaningful and easy to understand. They may also be responsible for implementing multi-touch attribution software, a modern approach to measuring marketing in a multi-touch, channel, and device world.
Responsibilities of a Digital Marketing Analyst may include:
- Extracting, analyzing, and synthesizing data from a variety of campaigns, channels, audience segments, and timeframes
- Analytics project management, including defining deliverables, data collection and analysis, reporting, tracking, and risk assessment
- Reporting on content performance, audience behavior, and effectiveness of marketing
- Partnering with key stakeholders to ensure data accuracy and consistency, while also defining technology requirements
- Thought leadership within the organization, such as educating on trends and best practices
- Creating institutional knowledge, especially among senior leadership
- Owning and managing analytics platforms, overseeing new systems, and developing best practices
While many of their daily tasks may be similar, typically Digital Marketing Analysts can be placed into one of two different groupings. The first produce descriptive and diagnostic insights (key performance indicators, optimization, and ROI), while the second put advanced math skills to work on analytical techniques including statistics, modeling, machine learning, and data mining.
Marketing Technology Managers
Also known as: Marketing Technologists, Solutions Architects, or Solutions Consultants (note that you’ll often see the words “Global,” “Senior,” “Director,” or even “Chief” in combination with these titles).
Those in Marketing Technology Management roles act as a bridge between the marketing and IT teams in an organisation. They’re fluent in the languages and strategies used by both and facilitate communication, coordination, and alignment between departments.
They have a profound understanding of data and analytics, and they know how to both capture and apply that information within marketing campaigns. Most importantly, as technology continues to evolve, they stay on top of the latest applications, are often the expert deciding what technology is used in the stack, and help seamlessly integrate across both departments.
Responsibilities of a Marketing Technology Management role may include:
- Overseeing a wide range of marketing software, systems, and tools, integrating them into one MarTech stack
- Using leadership-level experience to define and advance the digital marketing and technology roadmap, vision, and strategy
- Anticipating technology needs before the arise, working with the IT department to find solutions that meet fluctuating consumer interests
- Continually evaluating the tools in their stack, integrating new technology and marketing applications as they become available
- Overseeing implementation of new technologies, selecting vendors and training marketing personnel
Need more help?
Finding the right MarTech talent can be difficult, as the field is always changing. But one thing is for certain: your business needs the right talent to achieve its highest potential.
As a leader in digital creative and marketing recruitment, Aquent has been helping our clients find key marketing talent for over 30 years—well before “MarTech” was a word.
We place talent in over 40 different digital and marketing roles, including digital marketing strategy and management, digital marketing analytics, and marketing technology management. If you still need help finding the right person for your business, contact an agent for more information on how we can assist you.