The document discusses several digital marketing roles including their responsibilities, required skills, typical career backgrounds, and examples of companies currently hiring for each role. Specifically, it covers digital analysts, designers, customer experience designers, business analysts, SEO/SEM/PPC specialists, marketing managers/executives, and project managers/product owners/producers. It provides brief 3 sentence descriptions of what each role entails and focuses on.

1. Digital Marketing:
In a Nutshell

2. The Industry Trends
Trend Effect
Technology is leveling the playing
field
 Start-ups can now compete
on a more even level to
enterprise level client 
larger companies need to
improve their
specialization/sophistication
Relevance filtering is increasing  There is an increase in
technology which can filter
junk/clutter/social/spam
content delivered to
consumers
 Companies are increasingly
using targeted marketing to
increase success when
selling to consumers
Increase in the number of people
publishing their own content
 Blogs, tweets, posts and
forums have made it easier
for everyone to post and
manage their own microsites
containing niche content
relevant to specific
audiences
Rise of the ‘Prosumer’  Social media and forums
now provide the consumer a
way to converse directly with
any company and have
their say about a product or
service

3. Digital Analyst
What they do.
• Provide insight to drive efficiency and
increased conversion
• Develop a deep understanding of
customers on site behaviour and
preferences
• Ensuring digital marketing campaigns
are properly tracked and effectiveness
evaluated
The Skills.
• Competent with:
• Adobe Analytics(Omniture)
• IBM Digital Analytics (Cormetrics)
• Google Analytics
• Basic knowledge of web development
(back or front end)
• Advanced Excel skills
Their profile.
• Industry related tertiary qualifications
across digital, data and analytics
• Most likely have been in marketing and
can correlate the analytics with marketing
activities
• Front or Back End development
experience
Who is hiring.
• Betfair
• Commonwealth Bank
• Webjet
• Lion
• Langoor
• MYOB

4. Digital Designer or UI/UX Designer or Front End
Developer
What they do.
• Guide the aesthetic direction of
display ads, lead capture pages,
sales presentations and keynotes
• Provide visual design support for
the user interface of microsites
and lead capture pages
• Develop mobile, desktop app
interfaces as well as email
template design
The Skills.
• Proficient in Adobe Creative Suite
• Proficient knowledge of HTML5,
CSS and JavaScript
• Knowledge of infographics and
typography
Their profile.
• Graphic design or web development
background
• Agency or client side in previous roles
• Generally done a fair bit of freelancing
Who is hiring.
• REA Group
• News Corp
• Thoughtworks
• Isobar
• Fairfax Media

5. Customer Experience (CX) Designer
What is CX?
CX is a term to describe the experience a
customer has across all touch-points of
your brand (internet, phone, store etc),
whether that be online or offline.
What they do.
• Continuously improve the useability of
touchpoints
• Design and create user friendly
interfaces across online and offline
touchpoints
The skills.
• Plan and lead the development of
concepts and minimal viable products
(MVPs)
• Be able to collect and interpret
consumer data
• Be able to design UX mocks (Adobe
Suite)
The profile.
• Previous experience as UX/Graphic
designers
• Come from customer focussed
organisations
• Generally come from large online
companies
Who is hiring.
• Mindworks
• ME Bank
• LaTrobe University (not hiring but use one)

6. Digital Business Analyst
What they do.
• Gather requirements regarding
digital projects
• Manage and guide stakeholders
through their digital
transformations/implementations
• Introduce/improve the adoptions of
Agile methodologies within the
business
The Skills.
• Agile, Lean, Kanban type experience
essential
• Ability to produce the appropriate
documentation (user stories, epics,
groom backlog…)
• Remain personable and receptive to
change
Their profile.
• Web/software development background
(more technical)
• Come from marketing/advertising
consulting firms or agencies
• Generally contractors dependent on the
nature of their clients projects
Who is hiring.
• REA Group
• Elabor8
• Sportsbet
• Treasury Wine Estates
• Sustain Ability

7. SEO/SEM/PPC Specialist
What they do.
• Improve a business’s presence on
online search engines
• Improve web content to make it
more consistent and easier to search
• Focus on Google and Social Media
exposure
The Skills.
• Sound knowledge of Google Analytics
• Strong written communications skills
• Understanding of digital marketing
Their profile.
• Copywriting background either agency or
client side
• Some experience in marketing/advertising
positions
• This role can come under a Marketing
Manger/Executive’s responsibilities
Who is hiring.
• Emote Digital
• Just Digital People
• S2m Digital
• Nuclei
• M2 Group

8. Digital Marketing Manager/Executive
What they do.
• Create and manage online marketing
strategies
• Manage the creation of various
marketing collateral (videos, websites,
copy etc.)
• Define and research target market and
always remain customer focused
The skills.
• Be able to create comprehensive and
engaging marketing campaigns
• Have experience working with CRM
and/or CMS systems
• Ability to manage and coordinate
projects and people
The profile.
• Previously marketing and/or communications
roles
• 8 + years in marketing positions
• Predominately coming from enterprise clients
Who is hiring.
• Crown Resorts
• Electronic Arts
• Bank Vic
• PwC
• News Corp

9. Digital Project Manager/ Product Owner/Producer
What they do.
• Manage digital initiatives
(CMS/CRM implementations,
content management, website
creation/design etc.)
• Project planning, scoping and
estimation and management
across the full project life cycle
• Liaise with internal and external
stakeholders
The skills.
• Experience working
with/implementing CMS/CRM
solutions (Wordpress,
Sitecore,Salesforce wtc.)
• Agile experience
• Experience us reporting tools (Jira,
Redmine, Trello etc.)
• Understanding of Google Analytics
or other analytics tools
The profile.
‘Producer’
• Agency term
• Worked with multiple clients for short stints
• Generally worked in multiple agencies
‘Product Owner’
• Agile term
• Generally come from client side positions
• Strong focus on delivery in Agile
‘Project Manager’
• General term
• More focussed on documentation
• Can come from client side or agencies
Who is hiring.
• Crownbet
• Bravo!
• Ogilvy
• L’Oreal
• Monkii