What is a Marketing Specialist? (With Duties and Salary)

By Indeed Editorial Team

Published 1 November 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

A marketing specialist can help businesses increase their online presence and boost sales numbers. They may work in a wide range of industries, as marketing specialists can choose to specialise in specific marketing strategies, such as television advertisements or digital campaigns. If you're creative and interested in designing marketing campaigns, then this could be an ideal career for you and learning more about this role could help you decide. In this article, we explain what a marketing specialist is and show how you can become one.

What is a marketing specialist?

Learning the answer to, 'What is a marketing specialist?' can help you decide if this is the right career for you. A marketing specialist can be an important addition to businesses of any size, as they can execute marketing campaigns that increase sales and engagement. Unlike a standard marketer, a marketing specialist focuses on a more specific branch of marketing and can help various companies with campaigns on new channels.

Marketing specialists can work in a range of sub-fields, such as SEO copywriting, social media advertising, email writing, event organising, branding, influencer marketing or television advertising. A large company may hire a collection of specialists to work in the marketing department and coordinate specific campaigns depending on their speciality.

Related: 12 Essential Marketing Resume Skills (With Examples)

Marketing specialist duties

Here are some common duties a marketing specialist may perform:

Running social media accounts and websites

Marketing specialists are responsible for managing a company's social media accounts and websites. While some business owners may manage this process themselves, some companies hire marketing specialists to handle social media campaigns. This involves ensuring that the company uses these platforms effectively and generates leads from engagement. Companies may also require marketing specialists to redesign and maintain the company's websites to ensure that it represents the brand.

Related: What Does a Social Media Manager Do? (With Skills and Salary)

Conducting market research

Market research is an important part of many marketing campaigns. As such, companies may require marketing specialists to conduct market research of past marketing campaigns and the demands of the market. This can involve reviewing past campaigns, comparing current trends and interviewing consumers. Companies can outsource this task to a research company, in which case the marketing specialist may work with the data given to create or adapt strategies.

Related: How to Become a Market Researcher

Maintaining the company's brand across platforms

If a brand has inconsistent representation across different channels, consumers can become confused or assume there are multiple companies with similar names. Marketing specialists can ensure that the branding in their speciality area is consistent with the rest of the brand messaging. For example, they may work with other marketers to ensure the content matches a certain voice or appearance.

Related: What Does a Brand Manager Do? (Plus How to Become One)

Developing effective advertising campaigns with the sales team

Marketing specialists can work alongside members of other company departments, particularly the sales team. This allows the company to develop a strong marketing campaign that uses sales data. For example, sales data may inform their strategies around customer demographics and needs.

Communicating with event operators about promotions

If a marketing specialist works in promotional campaigns that operate inside events or even host their own events, they may need to communicate frequently with the event operators. This can involve the costs, location, brand visibility and needs of both parties. If the specialist is involved in running the event more closely, they may need to communicate with vendors and event staff to ensure everything runs smoothly.

Creating and executing lead generation strategies

Lead generation can be an important part of marketing and sales. It helps the company find potential new customers. As such, marketing specialists may be responsible for creating lead generation strategies and helping the company effectively execute them to drive sales.

Analysing competitor campaigns

By being aware of the competition, marketing departments can create competitive campaigns, while still being unique to the brand. A marketing specialist may focus on competition campaigns in their specific field. They can then devise ways to make the company stand out and attract customers.

Marketing specialist salary

The average salary of a marketing specialist in Australia is $77,218 per year. This may vary depending on the demand for your area of speciality, your level of experience and what state you live in. Your employer and the industry you work in may also affect your compensation.

The benefits of being a marketing specialist

Whether a career as a marketing specialist is right for you can depend on your personal goals and interests. The flexibility of being a marketing specialist means you can choose an area and work style that fits best with your skills, interest and lifestyle. Here are some benefits of being a marketing specialist:

Focusing on your area of interest

Being a specialist, you can focus your work around a field you are more interested in and skilled in. This could include anything from filmography to social media. You can choose your work in areas you are passionate about, making the job more enjoyable in the long run.

Potential for flexible and freelance roles

Marketing specialists usually work in full-time roles for large companies. As a specialist, you can choose to work on a freelance basis, doing tasks like social media management and copywriting from home. This industry has room for flexible working arrangements, meaning you can work around your lifestyle and get a better work-life balance.

Increased demand

With the increasing number of advertising channels, the marketing industry may see growth. As such, there may be a demand for people with your area of speciality, particularly if you work on a new and emerging platform. In a competitive market, honing your skills in a specific field can give you an edge with companies wanting to expand their marketing onto a new technology.

Being part of a team

Marketing specialists often work as part of a marketing team or alongside a company's sales team. This can mean collaborating with different people who can bring their ideas and skills to the table. If you enjoy working with others, this may be a benefit for you.

Gaining transferable skills

This career path may involve changing technologies. For example, marketing may work in television or on social media. As new platforms develop, you may gain new skills. You can keep up with the changing marketing landscape by learning new systems and applying your skill set when required.

Marketing specialist requirements

Becoming a marketing specialist can require a mix of education and training. Here are some common requirements for this career:


A university degree with a major in marketing, advertising or communications is the standard for most marketing specialist roles. While some degrees can have units that specialise in the area you want to specialise in, a broad marketing degree is fine, as you can learn about specific platforms later on. These degrees are available at most universities and typically last three years of full-time study.

If you want to focus on your speciality area, you may get hired in entry-level jobs without a three-year degree. You may still need to get a qualification to increase your employability, such as a Diploma in Marketing and Communication or a Digital Marketing Certification. These qualifications are much shorter than a bachelor's degree and can be fee-free, thanks to government financing.


Many university marketing courses offer work experience or placement. This can be vital for getting hired in the industry, as it helps you make connections and learn the actual skills that you need to thrive as a marketing specialist. There are also internships available at marketing firms, which can bolster your resume and lead to a permanent job. These work experiences can help prove you have the skills needed, even if you don't have a formal qualification in marketing.

If you want to train in your special area of interest, there are often courses available that cater to that topic. Finding a company that works in your field and interning with them is also a great way to learn the industry skills and determine if you want to be a marketing specialist in that field. By looking up jobs for your area, you can see what companies typically work with these specialists and potentially find entry-level positions to be considered for.

Salary figures reflect data listed on Indeed Salaries at the time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.

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