What does a digital marketing specialist do?
A digital marketing specialist helps a business promote itself online. They use tools like search engines, social media, email and websites to reach new customers, build brand awareness and support sales. The focus is on getting the right message in front of the right people at the right time.
Their day-to-day tasks might include creating content, managing website updates, setting up ads or reviewing data to see how campaigns are performing. Digital marketing specialists also work to improve visibility in search results, keep branding consistent and support the marketing team’s efforts to attract new leads.
This role usually involves working closely with other marketing staff, designers or external agencies. It is especially important in industries that rely on a strong online presence to stay competitive, such as retail, real estate or professional services.
Digital marketing specialist skills and qualifications
A successful digital marketing specialist combines creative thinking with analytical skills. They need to manage multiple campaigns, adapt quickly to new tools and technologies, and understand customer behaviour in a digital environment.
Some essential skills and qualifications include:
- A degree or diploma in marketing, communications, business or a related field
- Knowledge of digital channels, including SEO, SEM, email, social media and content marketing
- Experience with marketing tools such as Meta Business Suite, Mailchimp or HubSpot (certification is a plus)
- Strong copywriting and content creation skills
- Proficiency with analytics platforms, and ability to interpret campaign performance and make data-informed decisions
- Experience using content management systems like WordPress or similar
- Attention to detail, time management and strong organisational skills
- Collaborative mindset for working across teams and external suppliers
Digital marketing specialist experience requirements
Employers often look for candidates with one to three years of experience in digital marketing, communications or content production. Previous roles such as marketing coordinator, SEO assistant or content writer can be helpful starting points.
Experience in a specific area, such as pay-per-click campaign management, social media advertising or email automation, may be an advantage. In fast-paced environments or small businesses, in particular, proven experience juggling multiple responsibilities and tools is often valued. Senior roles may require additional experience in developing strategies, managing budgets or overseeing junior staff.
Digital marketing specialist education and training requirements
Formal qualifications are not always required to work as a digital marketing specialist, but a degree or diploma in marketing, business, communications or a related field is often preferred. Practical training and industry certifications, such as Meta Blueprint or HubSpot certifications, can also be beneficial. Importantly, some employers value hands-on experience and a strong portfolio over formal study.
Digital marketing specialist salary expectations
According to Indeed Salaries, the average salary for a digital marketing specialist in Australia is approximately $94,527 per year. This can vary depending on location, experience, the scope of responsibilities and the industry.
Job description samples for similar positions
Employers looking to hire for related roles may also find the following job descriptions useful:
Digital marketing specialist job description FAQ
What makes a good digital marketing specialist?
A good digital marketing specialist is analytical, creative and results-driven. They know how to tailor content to the right audience, adapt to new platforms and interpret data to improve future campaigns.
What should you look for in a digital marketing specialist resume?
Employers might want to look for evidence of successful campaigns, knowledge of digital tools and experience working across multiple platforms. Certifications or completed projects in areas like SEO, paid advertising or email marketing may also be helpful indicators when evaluating candidates for a digital marketing specialist role.
How can you make your digital marketing specialist job description stand out?
To attract the right candidates, it is worth detailing the specific tools and channels your business uses, the team structure and any opportunities for training and development, career growth or creative input. Outlining the impact of the role on business goals can also make the position more attractive to potential applicants.
Do digital marketing specialists do different things in different businesses?
Yes. In smaller businesses, digital marketing specialists may work across all digital channels. In larger teams or agencies, they may specialise in one area, such as SEO, social media or paid search, while collaborating with colleagues who handle other parts of the strategy.
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