Marketing roles 2020

Marketing Roles in 2020: Part Two, Communicators, Strategists and Analysts

Let’s continue our review of the digital marketing roles in 2020. After introducing you to the creative group, we will now present you the roles of communicators, strategists and analysts within marketing teams.

From writing posts for social networks to analyzing data, making editorial choices, organizing content production and monitoring competition, these types of marketers use a variety of software solutions, but they all need to rely on a single source of truth (SSOT) – a common repository. So what are these roles? What are their needs and how are they organized?

Brand Manager or Marketing Product Manager

Since large companies need to develop their brands outside of traditional marketing, the role of the Brand Manager is manifold. He or she must be in charge of competitive intelligence, and analyzing and forecasting consumer behaviour. His or her job is to understand how the brand and its products are perceived by consumers, and to identify and work on the improvements that need to be made. 

The Brand Manager collaborates with the Social Media Manager to develop e-reputation strategies and with the (Brand) Content Manager to whom he or she entrusts the creation of branded content. To this end, he or she commissions and conducts qualitative and quantitative market research and product testing. They set up partnerships and campaigns with influencers, and organize promotional operations such as contests, events or email campaigns. Without being a daily user, the Brand Manager relies on a DAM to organize the brand repository. Their job is to manage the budgets allocated to the different campaigns and marketing projects, with the goal of increasing brand notoriety and ensuring that consumers are engaged and then retained. By analyzing the actions carried out, he or she develops the future strategy to attract new targets.

(Social and) Content Manager

This role refers to very different realities. In most cases, the Content Manager is the conductor of content production. With a rather operational role, and assigned to a marketing department, his or her primary task is to steer the resources (internal or external) that are mobilized for content production. He or she may also be required to take charge of the multiple distribution of this content by acting as a relay for an omnichannel strategy, publishing it on one or more websites (CMS, WCM) and on social networks. To perform these tasks, the Content Manager logically relies on a digital experience management solution and one or more Social Media publishing tools. This is why he or she is sometimes referred to as a “Social and Content Manager”. He or she analyze consumer behavior and keep up to date with the latest trends and developments in storytelling and communication.

In more content-driven organizations, the Content Manager reports to a Chief Content Officer and focuses on a certain target audience, which he or she is responsible for developing through content. He or she will focus on measuring the audience’s interactions with each piece of content (Content Scoring).

Social Media Manager

The Social Media Manager is very familiar and well-versed with social networks. From simple posts to the most elaborate stories, the Social Media Manager thinks of content that will engage audiences on social networks. He or she often manages a budget to promote publications and ensure their visibility and reach to specific audiences. Not to be confused with the community manager – although the two are complementary – the Social Media Manager has a real role as a planner and decision-maker rather than a creator.

Even if he or she likes to work “directly” on social networks, the Social Media Manager generally uses a planning tool (Hootsuite, Sprinklr, Sociabble …), to schedule posts as well as to measure their performance, and uses a DAM to find the right content (photos, drawings …) illustrating the posts.

Digital Campaign Manager

As campaign coordinator, the Digital Campaign Manager knows how to make use of the synergies between different levers (SEA, email, display) to acquire audiences. For him or her, content is a precious commodity as it feeds campaigns directly. The job of the Digital Campaign Manager is to exploit them at the right time, via the right channel and according to the intended objectives: awareness, acquisition, loyalty…

The Digital Campaign Manager focused on data (to measure conversions), and often relies on a marketing automation platform (Marketo, Hubspot, Pardot…) to create and automate campaigns. He or she also uses a DAM to quickly obtain the image and video variations required for various campaigns.

DAM Administrator

In charge of managing the Digital Asset Management solution, the DAM Administrator holds a rather complex and demanding position. 

As a technician and with an excellent knowledge of business needs, his or her primary role is to ensure that the DAM is used correctly, that it is intuitive and easy to access. To do this, the DAM administrator must first check that the media metadata is consistent, accurate, comprehensive and really corresponds to the “naming” practices of the users.

The DAM administrator is also responsible for the security of the DAM. He or she ensures that authorizations are given to the right people and that sensitive files are protected. He or she deletes inactive accounts and creates new ones as needed, is concerned about the quality of service and ensures that the solution’s performance indicators are set up and monitored. 

However, the role of an administrator is not limited to purely technical tasks. To ensure that best practices are maintained as well as the efficiency of the DAM, the DAM administrator also takes care of training users and contributors. He or she assists staff members to facilitate the adoption of the service, and informs the various teams of updates and major changes. The DAM administrator therefore has a triple role, that of technician, a trainer and team support.

With this last article, we complete our series on marketing roles in 2020, knowing well that the topic is not fully completed. Judging by the many descriptions we have read, there are a number of variations of the titles and scope of these roles. Moreover, with the development of new technologies and marketing know-how, new professions are expected to emerge. See you in 2021 for the next update!

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