Digital Marketing Specialist (SMB Generalist) Job Description Template

In an SMB setting, the Digital Marketing Specialist's responsibilities span multiple digital channels. Key duties (concrete and observable) include:

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SEO Strategy & Execution: Plan and execute SEO initiatives to improve search engine rankings and organic traffic. This includes conducting keyword research, optimizing website on-page elements (titles, meta descriptions, content, etc.), fixing technical SEO issues (with IT support if needed), and earning backlinks. They monitor search performance and adjust strategies after algorithm updates or as needed. Progress is observable via improved rankings or organic traffic growth.

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PPC Campaign Management: Create, manage, and optimize pay-per-click advertising campaigns

(e.g. Google Ads, Bing Ads, Facebook/Instagram Ads). Tasks include keyword selection, writing ad copy, setting up targeting and budgets, A/B testing ad creatives, and adjusting bids to maximize ROI. They continuously track ad performance metrics (CTR, conversion rates, cost per conversion) and refine campaigns to hit lead or sales targets. For example, pausing low-performing keywords or reallocating budget to better-performing ads is an observable action.

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Email Marketing & Lead Nurturing: Develop and execute email marketing campaigns such as newsletters, promotional blasts, or drip sequences. This involves crafting or curating email content, segmenting the email list (by customer segment or behavior), setting up automated workflows, and ensuring compliance with opt-out/privacy regulations. The specialist performs A/B tests on subject lines or send times to improve open and click rates. They also monitor email performance metrics (open rate, click-through, unsubscribe, conversions) and make data-driven adjustments. An observable output is the regular sending of emails and subsequent campaign performance reports.

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Content Creation & Optimization: Coordinate the creation and distribution of digital content that drives engagement and supports SEO/lead-gen goals. This can include managing a content calendar, writing or editing blog posts and landing page copy, creating social media posts, or working with designers/copywriters for larger pieces (videos, infographics). The specialist ensures content is optimized for SEO (keywords, meta tags) and consistent in brand voice. They might publish content via a CMS (e.g. WordPress) and promote it across channels. Success is seen in consistent content output and engagement metrics (e.g. social shares, time on page).

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Analytics & Reporting: Continuously monitor digital metrics across channels (website traffic, campaign performance, conversion rates, ROI) using tools like Google Analytics, Google Search Console, and ad platform dashboards. They compile and analyze data to derive insights - for example, identifying which channel yields the best cost-per-lead - and report on these to stakeholders regularly (e.g. weekly or monthly reports). They track KPIs such as lead volume, CAC (customer acquisition cost), and ROI per campaign. An observable responsibility is creating reports or dashboards and presenting findings/trends to the team or management . They also use insights to recommend or implement campaign optimizations (closing the loop with actionable data).

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Social Media & Campaign Coordination: (If within scope) Manage the company's social media presence in coordination with overall campaigns. This includes scheduling posts, responding to basic comments or inquiries, and running any paid social ads. The specialist ensures social content ties into broader campaigns and analyzes engagement metrics. Additionally, across all initiatives, they coordinate with cross-functional teams - for example, working with designers for creative assets, with sales for aligning on lead quality, or with IT for website fixes. They also manage project timelines and budgets for marketing initiatives, ensuring campaigns launch on schedule and within budget.

Each responsibility is concrete (e.g. "implement email campaign" or "optimize Google Ads bids") and results in observable outputs (campaigns launched, analytics reports delivered, content published, etc.), which can be evaluated against performance targets or quality standards.

-SEO Expertise: Strong knowledge of search engine optimization best practices - on-page SEO (keyword optimization, meta tags, site structure), off-page SEO (backlink strategies), and familiarity with Google Search Console. Able to perform basic SEO audits and implement improvements to increase organic visibility. -PPC Advertising: Hands-on experience with pay-per-click platforms, especially Google Ads (search and display) and social media ads (Facebook/Instagram, LinkedIn). Capable of keyword research, campaign setup, bid management, and conversion tracking. Should understand metrics like CPC, CTR, CPA and how to optimize them. -Email Marketing: Proficiency with email marketing tools (e.g. Mailchimp, SendGrid, HubSpot) to design, send, and automate email campaigns. Knows how to segment audiences, personalize content, and A/B test emails. Understands email performance metrics and CAN-SPAM/GDPR basics for compliance. -Web Analytics & Data Analysis: Strong skills in Google Analytics (UA and GA4) or similar analytics platforms to monitor web traffic and user behavior. Able to interpret data and generate actionable insights from metrics . Comfortable with Excel/Google Sheets for data analysis (e.g. calculating conversion rates, ROI) and familiarity with dashboards or BI tools to visualize data. -Content Management & Basic HTML: Experience with content management systems (e.g. WordPress) to publish/edit content. Basic understanding of HTML/CSS is helpful for formatting content or minor site tweaks (e.g. adding tracking pixels, ensuring on-page SEO elements are properly placed). Doesn't need to be a developer, but should be able to spot and communicate simple web issues. -Social Media & Marketing Tools: Familiarity with major social media platforms (Facebook, Instagram, Twitter, LinkedIn) and their analytics. Experience using social media management tools (e.g. Hootsuite, Buffer) to schedule posts. Knowledge of other marketing tools relevant to SMBs, such as CRM or marketing automation software (HubSpot, Mailchimp, or others), A/B testing tools (Google Optimize, etc.), and possibly design tools like Canva for quick graphics. -Conversion Rate Optimization (CRO): Basic grasp of CRO principles - e.g. understanding landing page best practices, form optimization, use of call-to-action strategies, and running simple experiments to improve conversion funnels (though deeper CRO might be a plus, the generalist should at least know fundamentals).

-Communication Skills: Excellent written and verbal communication is essential. The specialist regularly writes customer-facing content (emails, ads, posts) and also communicates marketing results and plans to non-marketing stakeholders. They must convey ideas clearly, whether it's drafting a compelling campaign copy or explaining analytics to a manager. -Analytical Thinking: A data-driven mindset and critical thinking skills. Able to dive into metrics to diagnose problems (e.g. why a campaign underperformed) and to make evidence-based decisions. This includes attention to detail when interpreting data or proofreading content, and not taking numbers at face value without analysis. -Organizational Skills: Strong ability to prioritize and manage time. In an SMB, this role juggles multiple campaigns and responsibilities simultaneously. They need to be organized - using calendars, project management tools, checklists - to ensure nothing falls through the cracks and deadlines are met. Multitasking and switching gears quickly, while staying organized, is key. -Creativity and Problem-Solving: Creativity to design engaging marketing content and campaigns, paired with problem-solving skills to overcome obstacles. For example, devising a catchy campaign on a small budget or finding a workaround when a tool or approach isn't yielding results. Creative thinking also helps in content creation and in finding new ways to reach or engage the target audience.

-Collaboration & Influence: Ability to work collaboratively with others and sometimes influence without authority. The specialist often liaises with sales, customer service, designers, or management. They should be a team player who can take input, coordinate efforts, and resolve conflicting ideas diplomatically (e.g. two stakeholders have different campaign expectations - the specialist facilitates a data-driven compromise). -Adaptability & Agility: The digital landscape (and an SMB's needs) can change rapidly. The specialist must be flexible and quickly adapt to new tools, platforms, or shifts in strategy . For instance, if a social media trend emerges or an algorithm changes, they adjust tactics promptly. They should handle pressure and changing priorities calmly, maintaining productivity even when a deadline moves up or plans pivot last-minute.