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Digital Marketing Positions: What Do They Mean, What Does Each One Do, and What Are the Salaries?
Digital marketing has broad functions with the same objective: to help the company spread awareness of its brand, products, or services and lead to conversion. With this in mind, digital marketing is divided into many job functions, such as SEO specialist, social media specialist, ads specialist, content specialist, etc. In this article, you will see the top most on-demand digital marketing jobs, alongside the qualifications, skills, responsibilities, and estimated salary.
Updated Jul 17, 2024
Digital marketing positions: What do they mean, what does each one do, and what are the salaries?1. SEO specialist
SEO (Search Engine Optimization) specialist responsible for improving the visibility of the company’s website in SERPs (Search Engine Result Pages) organically. The goal is to make sure the company’s website is ranked on the first page of SERPs in the targeted keywords.
Bright Edge Research shows that 53% of all traffic comes from organic search. It is also supported by Databox where around 70% of online marketers believe SEO is better than PPC for generating leads.
That’s why, SEO specialist become one of the most high-demand roles in digital marketing.
To be an SEO specialist, you have to keep yourself updated about the algorithm changes, upgrade your research skills that will be used for keyword research, and be familiar with some important tools.
Qualifications
- A bachelor’s degree in Information technology, marketing, journalism, or a related field
- Understand how on-page, off-page, keyword research, and other SEO techniques work
- Proficiency in using tools like Google Analytics, Google Search Console, Ahrefs, Moz, Semrush, WordPress, etc.
- Basic understanding of HTML, CSS, and Javascript to troubleshoot website issues
- Have experience in working collaboratively with other teams
- Strong writing and editing skills to create and optimize high-quality content
- Familiar with data mining and analyzing data
Skills
- Research
- Analytical thinking
- Attention to detail
- Problem-solving
- Time management
Responsibilities
- Identify and analyze keywords that fit the company’s focus and will be used in the website content
- Update and optimize website content to improve search engine rankings and visibility, including meta tags, headers, and image alt text
- Analyze a website’s performance and make recommendations for improvements
- Keep updated with the algorithm changes of search engines
- Ensure the website performance is technically in great condition, including site speed, mobile-friendliness, and fixing any crawl errors
- Develop and execute strategies to acquire high-quality backlinks from other websites
- Collaborate with various teams (marketing, content creator, developer) to implement SEO best practices across the website
Salary
Based on Glassdoor, the median salary for an SEO specialist in Singapore is:
- 1–3 years of experience: 3,100 SGD per month
- 4–6 years of experience: 4,650 SGD per month
- 7–9 years of experience: 4,522 SGD per month
2. Social media specialist
As a social media specialist, you will be responsible for managing the company's social media accounts across platforms by planning and executing the content strategy. The goal of this role is to build the company's social media presence and create a loyal customer base.
Qualifications
- Bachelor's degree in marketing, communications, or related field
- Ability to create engaging and high-quality social media content, including strategy and execution, by providing work samples or portfolio
- In-depth knowledge of how different social media platforms work (Facebook, Instagram, Twitter, LinkedIn, TikTok, etc.) and their best practices
- Basic knowledge of graphic design
- Strong communication skills to work with other stakeholders
- Familiarity with data analysis and reporting
Skills
- Writing skills
- Project management skills
- Leadership skills
- Proactive
- Organizing
Responsibilities
- Plan editorial social media posts to engage followers and build audience awareness
- Manage collaboration between copywriters, designers, and other relevant stakeholders
- Monitor and improve performance on each social media platform using several tools
- Respond to comments to increase engagement with the audience
- Manage the company's social media community
- Collaborate with other marketing teams such as influencers or KOL specialists to create social media content
Salary
Based on Glassdoor, the average montly compensation for a social media specialist in Singapore is as follows:
- 1–3 years of experience: 2,900 SGD per month
- 4–6 years of experience: 4,000 SGD per month
3. Content writer
A content writer is a role where someone's responsibility is to create various written content outputs with engaging yet thoughtful original content. To create these outputs, a content writer must have strong creative writing, interviewing, research, and analytical skills.
Some common content writing outputs include articles on a company blog, newsletters, social media, emails, case studies, e-books, and more.
If you enjoy writing, this is a great role for you to explore many types of content outputs and develop your writing creativity.
Qualifications
- Bachelor's degree in marketing, communications, journalism, or related field
- Ability to create informative and engaging writing in a variety of outputs for different types of audiences, as demonstrated by work samples in portfolio
- Excellent command of grammar, punctuation, and style
- Ability to craft messages that are informative and easy to digest for the target audience
- Have experience working with multiple teams
- Have a good understanding of SEO to create content that ranks well in search engines
- Familiar with CMS platforms such as WordPress to edit and upload written content
Skills
- Writing skills
- Attention to detail
- Creativity
- Time management skills
- Growth mindset
Responsibility
- Research relevant information for reference in order to produce written output
- Write clear and original content according to the content plan, relevant keywords for SEO purposes and company focus
- Conduct regular content audits to update the content based on the situation
- Generate new content ideas to provide more engaging education to the audience.
Salary
Based on Glassdoor, the average montly compensation for a content writer in Singapore is as follows:
- 1–3 years of experience: 3,000 SDG per month
- 4–6 years of experience: 3,500 SDG per month
- 7–9 years of experience: 4,000 SDG per month
4. Content strategist
While the content writer is responsible for executing the content output, the content strategist role is more strategic. This role is responsible for strategizing effective, engaging, and unique content to promote the company's brand, products, or services.
This role focuses not only on writing content, but on all types of content such as video, graphics, and text. This is done to achieve the goal of a content strategist, which is to determine the best type of content and achieve various marketing goals.
This role is for you if you enjoy market research, are interested in learning more about content marketing, and enjoy creating different types of content.
Qualifications
- Bachelor's degree in journalism, communications, marketing, or a related field
- Experience in planning and executing various content outputs such as articles, short videos, and social media
- Strong knowledge of SEO, social media, content marketing, and other digital marketing efforts
- Experience with CMS (WordPress), content creation and planning (Adobe Premier, Adobe Photoshop, Canva, Asana, Trello, etc.), and data analysis (Google Analytics)
Skills
- Project management
- Strategic thinking
- Communication skills
- Adaptability
- Attention to detail
Responsibilities
- Manage content calendar and ensure scheduled content is published on time
- Ensure all strategies and deliverables are aligned with company goals and brand persona
- Delegate tasks to copywriters, graphic designers, content writers, videographers, etc.
- Regularly review the current content strategy and content repositories to ensure relevancy with current trends
- Identify and improve content gaps
Salary
Based on Glassdoor, the average monthly compensation for a content strategist in Singapore is as follows:
- 1–3 years of experience: 3,000 SGD per month
- 4–6 years of experience: 5,000 SGD per montH
5. Copywriter
Copywriter has similar job responsibilities to content writer. A copywriter creates compelling content to promote products or services, while content writers focus on providing valuable, informative, and educational content to audiences.
On a daily basis, a copywriter creates promotional content with a clear context for ads, social media posts, brochures, banners, marketing emails, push notifications, and other materials to drive specific actions that benefit the brand.
This role is for someone who enjoys puzzling over different words and creating a compelling copy with a great hook.
Qualifications
- Bachelor's degree in journalism, communications, public relations or related field
- Experience in copywriting, content writing, or other writing roles gained from working in an advertising agency, on a marketing team, managing social media, or contributing to publications
- Excellent writing, editing, and proofreading skills
- Ability to write clear, concise, and compelling copy
- Basic understanding of digital marketing tactics and tools, including CMS (Content Management System) and social media platforms
- Ability to conduct thorough research to produce accurate and informative content
Skills
- Time management
- Adaptability
- Creativity
- Communication skills
- Resilience
- Writing
Responsibilities
- Write clear, concise, and engaging content for a variety of media, including websites, advertisements, emails, social media, and more
- Research target audiences, competitors, and industry trends to create relevant and accurate content
- Edit and proofread content before publishing to ensure it is accurate, easy to read, and consistent with the brand's voice and style
- Collaborate with multiple teams, such as content strategists, graphic designers, and other related teams to deliver results
Salary
Based on Glassdoor, the average monthly compensation for a copywriter in Singapore is as follows:
- 1–3 years of experience: 3,500 SGD per month
- 4–6 years of experience: 4,200 SGD per month
6. Email marketing specialist
The email marketing specialist will be responsible for managing email marketing efforts, including planning, implementing, and optimizing from one campaign to the next.
The goal is to drive revenue for the company through email, which is one of the most personal communications to the target audience.
Qualifications
- Bachelor's degree in marketing, communications, journalism, or related field
- Proficiency with email marketing software such as Mailchimp, Constant Contact, HubSpot, or similar tools
- Familiar with strategies for creating effective email campaigns, including segmentation, personalization, A/B testing, and deliverability
- Strong copywriting skills that engage audiences and drive action
- Basic knowledge of graphic design principles and experience using tools such as Adobe Creative Suite or Canva to create visually appealing emails
- Ability to analyze email campaign performance using metrics such as open rates, click-through rates, and conversion rates, and make data-driven decisions to improve results
- Basic understanding of HTML and CSS to customize email templates and troubleshoot formatting issues
Skills
- Analytical thinking
- Attention to detail
- Time management Skills
- Critical thinking skills
- Project management Skills
Responsibilities
- Plan and execute email campaigns to target audience segments
- Conduct regular A/B testing to determine the most appropriate strategy
- Regularly audit the company's email subscriber list by segmenting active emails and removing inactive emails
- Monitor and analyze performance, then use the data to improve the current strategy
- Strategize new campaigns to improve email marketing performance
Salary
Based on Salary Expert, the median salary per month for an email marketing specialist in Singapore is:
- 1–3 years of experience: 3,954 SGD per month
- 8+ years of experience: 6,738 SGD per month
7. Search engine marketing specialist
The SEM (Search Engine Marketing) specialist is a role that focuses on managing the PPC (Pay-per-Click) advertising campaign on a search results page, specifically Google.
They must analyze data to set bidding budgets, refinance campaigns, and improve ad performance. The goal is to help the company generate revenue.
Qualifications
- Bachelor's degree in marketing, business, or related field
- Possess a certification related to search engine marketing
- Experience using SEM tools such as Google Ads, Google Analytics, and other PPC advertising platforms
- Proficient in creating and managing effective PPC campaigns, including keyword research, ad copywriting, and bidding strategies
- Strong writing skills to create compelling ad copy that drives clicks and conversions
- Experience with A/B testing and other optimization techniques to improve ad performance
- Basic understanding of HTML, CSS, and JavaScript to implement tracking code and troubleshoot issues
Skills
- Data analysis
- Project management skills
- Attention to detail
- Problem solving skills
- Time management
Responsibilities
- Research to find the right keywords for the ads
- Optimize ads and web pages for keywords
- Strategize, execute, test and review the ad campaign
- Monitor and analyze the ROI of the ad campaign
- Improve strategy based on the latest data
- Estimate costs, set budgets, and manage ad spend to achieve ROI goals
Salary
According to Salary Expert, the average annual compensation for a SEM specialist in Singapore is as follows:
- 1-3 years of experience: 3,874 SGD per month
- 8+ years of experience: 6,641 SGD per month
8. Performance marketing specialist
While the SEM specialist is only responsible for one channel, the performance marketing specialist is responsible for all channels that have paid marketing, including:
- Search engine (Google Ads)
- Social media (Facebook Ads, LinkedIn Ads, TikTok Ads, etc.)
This role must strategize and execute various ad campaigns to achieve specific goals such as lead generation, conversion, acquisition of new users, etc.
Qualifications
- Bachelor's degree in marketing, business, communications or related field
- Certification related to the role, such as Google Ads Certification, Meta Certification, etc.
- Proven experience in digital marketing, specifically managing PPC, display advertising, social media advertising, or affiliate marketing campaigns
- Proficiency in using Google Ads, Facebook Ads, TikTok Ads and other performance marketing platforms, as well as Google Analytics to measure campaign performance
- Understand how SEO, SEM, and CRM work to inform ad campaign performance and results
- Able to interpret data, generate insights, and make data-driven decisions
- Able to design and implement A/B testing to optimize all parts of the ad campaign, such as landing pages, creative assets (imagery and copywriting), etc.
Skills
- Attention to detail
- Problem solving
- Communication skills
- Time management
- Adaptability
Responsibilities
- Develop and implement strategies across digital platforms including PPC, social media, affiliate marketing, display advertising, etc. to achieve targeted ROI, CTR and conversion rates
- Monitor performance using analytics tools, generate reports and make recommendations to improve strategy
- Plan and execute A/B testing to determine which types of ads drive impactful performance, such as comparing different ad creative, landing pages, and marketing strategies
- Manage and allocate marketing budget efficiently to maximize ROI and cost-effective spending
Salary
The average monthly compensation for a perrformance marketing specialist based on Glassdoor is as follows:
- 1–3 years of experience: 3,600 SGD per month
- 7–9 years of experience: 5,010 SGD per month
9. Customer relationship management specialist
The CRM (Customer Relationship Management) specialist focuses on maintaining and optimizing the CRM system to improve customer relationships, enhance business operations, and drive sales and marketing strategies.
This role is for you if you enjoy analyzing data, strategizing marketing plans, and have a calling to provide good customer service.
Qualifications
- Bachelor's degree in marketing, business, communications, or related field
- CRM-related certification, such as Salesforce Certified Administrator, digital marketing, or data analytics certification
- Demonstrated experience managing customer relationships, CRM campaigns, and retention strategies
- Familiarity or experience with CRM platforms such as Salesforce, HubSpot, Microsoft Dynamics, or similar tools
- Experience planning and managing projects, including timelines, budgets, and resources
- Familiarity with marketing automation tools and how they integrate with CRM systems
- Basic understanding of HTML, CSS, and JavaScript may be beneficial for customizing CRM systems and managing integrations
Skills
- Analytical thinking
- Attention to detail
- Communication skills
- Problem solving skills
- Customer focused mindset
Responsibilities
- Work closely with various teams to identify solutions and business needs within the CRM platforms
- Analyze data and create reports for further improvement to increase productivity and operations
- Provide system administration support for CRM systems related to user permissions, custom objects, and workflows
- Create, manage, and optimize complex workflow rules, validation rules, and approval processes
- Coordinate and support integration with third-party applications
- Help identify and resolve data anomalies and errors
- Manage database and maintain data segmentation
Salary
Based on Glassdoor, the average monthly compensation for a CRM specialist in Singapore is as follows:
- 1–3 years of experience: 3,600 SGD per month
- 4–6 years of experience: 4,682 SGD per month
10. KOL specialist
KOL (Key Opinion Leader) specialist works with key opinion leaders who are experts in their field, such as educators, doctors, lawyers, and other industry leaders.
KOLs are trusted and perceived as authentic because of their knowledge and professional accomplishments. As a result, they influence society because of their credibility.
As a KOL specialist, they need to connect with KOLs to work together to increase brand awareness and any other marketing strategy for the related brand through some content activations.
This role is suitable for you if you like to connect with different people and enjoy networking.
Qualifications
- Bachelor's degree in communications, marketing, journalism, public relations, or related field
- Experience with social media and strategic planning
- Deep understanding of social media trends across platforms and how they work
- Excellent verbal and written communication skills
- Possess knowledge of the company's industry and related KOLs
- Possess analytical skills to measure and improve campaigns
Skills
- Time management
- Communication and negotiation
- Analytical thinking
- Organizational skills
- Project management skills
Responsibilities
- Build good relationships with KOLs and act as a bridge between the company and KOLs
- Develop and execute strategic campaigns and collaborations with KOLs
- Ensure that the collaboration is in line with the brand image and values, e.g. content published by KOLs as agreed
- Monitor and analyze campaign performance and adjust strategies accordingly
Salary
Based on Glassdoor, the average annual compensation for a KOL Specialist in Singapore is as follows:
- 1–3 years of experience: 3,979 SGD per month
- 4–6 years of experience: 3,988 SGD per month
11. Influencer marketing manager
Unlike KOLs, where creating content is not their main job, Influencity explains that influencers make a living from creating content by recommending quality products and services to their followers.
Therefore, the number of followers is important for influencers. The quality and originality of the content also determine the influencer's impact, credibility, and identity.
Influencer marketing specialists have a similar role to KOL specialists in that they need to work with influencers to raise awareness of the company's brand, products, or services through the influencer's platforms and content.
They also need to maintain a good relationship with the influencers and ensure that the collaboration works well.
Qualifications
- Bachelor's degree in communications, marketing, journalism, public relations, or related field
- Proven experience working with influencers or KOLs
- Experience with outreach campaign strategies
- Strong knowledge of how social media marketing works across platforms
- Strong project management skills with the ability to multi-task and prioritize
- Excellent verbal and written communication skills
- Possess knowledge of the company's industry and related influencers
- Possess analytical skills to measure and improve campaigns
Skills
- Time management
- Communication and negotiation
- Project management skills
- Analytical thinking
- Organizational skills
Responsibilities
- Identify relevant influencers that align with the company's brand value and target audience
- Manage communications between the company and influencers, including negotiations and outreach, for the current project and investment for upcoming projects
- Collaborate with influencers to create content that demonstrates the company's value to the right target market
- Monitor and analyze campaign performance and adjust strategies accordingly
Salary
Based on Glassdoor, the average monthly salary for an influencer marketing manager in Singapore is 5,000 SGD per month.
12. Affiliate marketing specialist
In addition to influencers and KOLs, affiliates have become one of the most significant sources of revenue for companies.
Affiliates share product links with their audience and earn a commission when someone purchases through their link.
The type of content that affiliates share can vary widely. The most common outputs are tweets/posts, short videos on TikTok and Instagram, and product recommendation posts.
An affiliate marketing specialist manages all of this flow. This role must build relationships between advertisers or vendors and affiliates by creating campaigns, targeting new affiliates, and making the campaign successful.
To do this, an affiliate marketing specialist must work with other teams such as product marketers, IT specialists, and web designers.
This role requires someone to handle budgeting, monitor affiliate activity, analyze performance, and ensure that all campaigns achieve ROI.
If you are someone who has a lot of networks, this role is for you.
Qualifications
- Bachelor's degree in marketing, communications, business or related field
- Proven experience in affiliate program management, including affiliate recruitment, contract negotiation and performance optimization
- Strong, broad knowledge of digital marketing, including social media, digital advertising, SEO, SEM, email marketing, and other channels related to affiliate marketing
- Familiar with or proficient in the use of tracking and analytics tools.
- Strong understanding of current affiliate marketing trends and best practices.
- Ability to adapt to rapidly changing affiliate marketing environment or trends.
- Have strong data analysis skills and be familiar with creating data reports
Skills
- Attention to detail
- Relationship management
- Project management
- Problem solving
- Communication skills
Responsibilities
- Develop and execute strategic affiliate plans and campaigns to drive sales through the affiliate channel
- Monitor and analyze campaign performance and identify areas for improvement
- Stay abreast of trends in social media and affiliate techniques
- Manage and optimize affiliate commissions and payouts
- Collaborate with various teams to ensure smooth execution of campaigns
- Manage relationships between the company and affiliates for better cooperation in future campaigns
Salary
Based on Glassdoor, the average monthly compensation for an affiliate marketing specialist in Singapore is as follows:
- 1–3 years of experience: 3,750 SGD per month
- 4–6 years of experience: 6,053 SGD per month
13. Graphic designer
A graphic designer has an important role in digital marketing because all visual outputs for social media, ads, and any other channels become their responsibilities.
Through the visual outputs, graphic designer can enhance brand visibility, engage the audiences, and drive conversion.
Usually, the graphic designer will get briefs from stakeholders on what kinds of visuals the stakeholders need. This role will collaborate with copywriters where they have to incorporate visuals and words.
Qualifications
- A bachelor’s degree in graphic design, digital media, visual arts, or any related field.
- Experience in using design and multimedia tools (Adobe Creative Suite, Canva, CapCut) and web design tools (Sketch, Figma, Adobe XD)
- Strong understanding of design principles, including typography, layout, color theory, and branding
- Proven experience handling graphic design works for digital marketing in a portfolio, such as banners, social media, email marketing templates, and other digital advertisement visual output
- Familiar with digital marketing channels and how they work
Skills
- Attention to detail
- Time management
- Communication
- Adaptability
- Teamwork
Responsibilities
- Produce various visual content assets, such as email marketing templates, social media content, online advertising, etc.
- Contribute to the building of the company’s brand identity
- Ensure all visuals align with the brand identity of the company across platforms
- Work closely with the marketing team to understand the campaign goal and create a design that aligns with it
- Keep up to date with the latest trends in graphic design.
Salary
Based on Glassdoor, the median salary per month for a graphic designer in Singapore is:
- 1–3 years of experience: 2,800 SGD per month
- 4–6 years of experience: 2,955 SGD per month
- 7–9 years of experience: 3,200 SGD per month
14. Ecommerce manager
Nowadays, businesses not only market their products or services through their websites. They spread their scope to various ecommerce to get more new customers and raise brand awareness more.
Thus, based on Indeed, an ecommerce manager plays an important role, where they have to manage all the sales in the ecommerce and its strategy to contribute to the total revenue of the company.
Qualifications
- A bachelor’s degree in business, marketing, communication or other related field
- Have several years of working in ecommerce companies or digital marketing teams with a proven track record in growing the business through ecommerce platforms
- Proficient in handling various ecommerce platforms and experience working with external parties
- Experience using analytic tools such as Google Analytics and Semrush
- Have experience handling budgeting to help the channel’s profitability
- Strong understanding of how other digital marketing channels work, such as SEO, SEM, social media, and email marketing
- Proficient in data analysis to interpret customer behavior, sales data, and current trends.
Skills
- Communication
- Leadership
- Problem-solving
- Time management
- Analytical thinking
Responsibilities
- Supervise the sales activities across various ecommerce, such as promotions, product listing, and sales
- Conduct market research regularly to keep up to date on customer interests and behavior
- Strategize various plans to increase sales
- Make sure that the shopping process in various ecommerce runs smoothly
- Collaborate with the marketing and developer team for alignment of the plan and deliverables
Salary
Based on Glassdoor, the median salary per month for an ecommerce manager in Singapore is:
- 1–3 years of experience: 4,150 SGD per month
- 4–6 years of experience: 5,000 SGD per month
- 7–9 years of experience: 10,500 SGD per month
Find ecommerce manager jobs in Singapore via Epicareer.
15. Community manager
Typically, many communities are formed because they are customers of a brand's products or services. Members like to share their experiences with certain products, tips and tricks, and upcoming promotions.
This is where a community manager comes in. The community manager's job is to curate and nurture communities around a brand, product, or service.
They must engage with community members and ensure that the community remains a positive and productive space.
Qualifications
- Bachelor's degree in communications, marketing, journalism, public relations, etc.
- Experience in community management or social media with a proven track record of growing communities
- If managing a global community, fluency in English and other related languages is required
- Experience using tools such as Google Analytics, Facebook Insights, or other analytics tools
- Must have experience managing events and creating content
Skills
- Communication skills
- Problem solving
- Empathy
- Analytical thinking
- Moderation
Responsibilities
- Develop and implement a strategy to engage with the community
- Monitor and moderate ongoing discussions
- Collaborate with other marketing team to support community activities
- Respond to community feedback for further improvements
- Analyze community engagement data.
Salary
Based on Glassdoor, the average monthly compensation for a community manager in Singapore is as follows:
- 1–3 years of experience: 3,600 SGD per month
- 4–6 years of experience: 3,845 SGD per month
- 7–9 years' experience: 5,000 SGD per month
Digital marketing jobs offer a variety of opportunities, from creative roles to technical positions. As the digital landscape continues to evolve, there will be an increased demand for professionals with the skills and knowledge necessary to implement successful digital campaigns.
Join the talent pool on Epicareer, prepare your best resume, and let the employers reach out to you.
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