Marketing Specialist Job Description: Top Duties and Qualifications

Last updated: June 22, 2022

Marketing Specialist, or Digital Marketing Specialist, is responsible for coordinating with other marketing and sales professionals to implement innovative campaigns for branding or product launches. Their duties include researching target audiences, recording data from campaign results to add to future reports and overseeing a company’s social media channels to ensure brand uniformity.

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Marketing Specialist duties and responsibilities

A Marketing Specialist should be able to fulfill various duties and responsibilities. The following are some duties and responsibilities a Marketing Specialist should be able to execute:

  • Conduct market research to identify customer trends, competitor offerings and demographic data.
  • Liaise with creative teams to come up with branding ideas, graphic designs, promotional materials and advertising copies.
  • Discover effective marketing and promotional channels, including media platforms to be used to relay product messages to customers.
  • Investigate the performance of a company’s marketing campaigns and strategies through evaluating key performance metrics.
  • Create innovative marketing campaigns depending on robust data and present the recommendations to management.
  • Establish and maintain relationships with new and existing clients through networking and prospecting.
  • Create goals and objectives in order to approach customers through appropriate marketing channels.
  • Help in outbound and inbound marketing activities by displaying expertise in certain areas such as events planning, advertising, optimization and content development.
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What does a Marketing Specialist do?

Marketing Specialists typically work for corporations in a variety of industries as a part of the marketing department. They work closely with the marketing, sales and business development teams to find ways to market their company and its offerings. Their job is to use their knowledge of SEO tactics to generate leads to product pages or the company website. They may also be responsible for creating certain forms of content like blog posts or infographics to aid the production of marketing campaign materials.

Marketing Specialist skills and qualifications

A competitive Marketing Specialist will have certain skills and qualifications, including:

  • Excellent analytical skills
  • Good communication and interpersonal skills 
  • Attention to detail for precise analysis of data 
  • Critical thinking and problem-solving skills
  • Ability to work under pressure and motivation to succeed in a competitive environment
  • Ability to work with teams and collaborate
  • Excellent leadership and managerial skills
  • Time management and multitasking skills with the ability to prioritize tasks

Marketing Specialist salary expectations

A Marketing Specialist makes an average of $52,667 per year. This salary may vary depending on geography, size of a company and experience of a candidate. 

Marketing Specialist education and training requirements

A Marketing Specialist should have a bachelor’s degree in journalism, marketing, communications or a related field. They should be proficient in Microsoft Office Suite, Adobe Creative Suite, content management software and customer relationship management. They should also have knowledge of HTML and CSS. A Marketing Specialist may have certifications from professional associations like the American Marketing Association, which has a Professional Certified Marketer designation.

Marketing Specialist experience requirements

It is important for a Marketing Specialist to have some level of experience. Most employers prefer individuals with at least 2 years of experience in marketing (digital and traditional) or sales. In cases of new graduates, internships in marketing or sales are typically a necessary requirement. A Marketing Specialist may also have previous working experience as a Marketing Assistant or Research Assistant in a corporate or agency environment. They may also have experience operating data analytics software and web analysis tools.

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Frequently asked questions about Marketing Specialists


What is the difference between a Marketing Specialist and a Marketing Coordinator?

The difference between a Marketing Specialist and a Marketing Coordinator lies in seniority and the scope of their job responsibilities. For example, Marketing Specialists usually hold a more senior role with compared to Marketing Coordinators. This is because they have a responsibility to strategize and monitor marketing campaigns. In contrast, Marketing Coordinators provide administrative support to Marketing Specialists and other personnel by performing market research contacting freelance professionals and organizing email lists for email campaigns.


What are the daily duties of a Marketing Specialist?

On a typical day, a Marketing Specialist starts by checking their email to and voicemail. They check on the status of marketing campaigns and pull data from email lists and website analytics to determine the level of engagement from a piece of content. Throughout the day, they participate in meetings with the marketing team or sales team to learn about new company products or services, report on campaign progress and receive instructions for particular campaigns. Marketing Specialists collaborate with other Marketing Specialists to create and publish social media posts, email marketing campaigns or landing pages.


What qualities make a good Marketing Specialist?

A good Marketing Specialist has an innovative mindset that enables them to create unique ideas for marketing campaigns and brand recognition. They enjoy working as part of a team and rely on their coworkers to help them strategize campaign ideas. They are also willing to take on additional tasks in their coworker’s absence to complete projects before deadlines. 

Further, a good Marketing Specialist values continued education. Their love of learning inspires them to pursue continued education courses in SEO tactics and different types of marketing that they can implement in their daily job. A good Marketing Specialist also makes an effort to read articles and books about their company’s industry to stay up-to-date on industry trends.


Who does a Marketing Specialist report to?

A Marketing Specialist typically reports to the Marketing Manager of the marketing department to ask questions and receive specific job duties to complete marketing initiatives. In the absence of a Marketing Manager, a Marketing Specialist may report directly to a Marketing Supervisor.

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