JOB TOOLKIT
Everything you wanted to know about today's most in-demand jobs.
MEDIA PLANNER /BUYER
PRODUCT DESIGNER
CRM MANAGER
PROJECT MANAGER
GRAPHIC DESIGNER
UX DESIGNER
ART DIRECTOR
CONTENT MANAGER
SOCIAL MEDIA MANAGER
DATA ANALYST
PERFORMANCE MANAGER
DIGITAL MARKETER
SEO SPECIALIST
WEB DEVELOPER
As far as actual art and graphic design skills go, Art Directors should be advanced with Mac products, Microsoft Office, and Adobe Creative Suite with emphasis on Photoshop, Illustrator, InDesign, and Bridge says our Director of Full-Time Recruitment, Jesse Kleinow. Typography is also a key component to an Art Director’s skill set and having web design skills is definitely an added bonus. Art direction also refers to great storytelling. Art Directors should possess the creative ability to tell brand stories that resonate with customers across a variety of industries and mediums. Creative strategy is hugely important. An Art Directors skills should go beyond the creative process and they must be able to analyze and optimize campaigns for past, present, and future projects including meeting with stakeholders to understand their needs as well. Because of this Art Directors must be extremely organized with attention to detail. Art Directors also have to have experience managing a team, typically of Junior Designers. Managing project timelines through “allocating Designers to the right projects to ensure completion” is imperative.
Art Directors are responsible for unifying the visual expression of a brand or product. The role of an Art Director goes beyond the physical appearance as they think critically about the optimal way to present information to the viewer. They are usually tasked to create concepts and ideation for various digital andtraditional marketing campaigns. A large part of an Art Director’s responsibilityis to support marketing teams by bringing ideas to life through creation and execution.
One way to get experience as an Art Director is by pursuing a Bachelor’s degree in graphic design or fine arts from a credible institution. In addition having 3-7 years of hands on design experience is necessary. During this time you should have been mentoring Junior Designers, sitting in with Art Directors and Creative Directors on strategy meetings, and working on concepting. Previous experience with directing photo shoots, videos, and omnichannel marketing will also suffice.
Today most Hiring Managers look for an online portfolio that shows your distinct visual design skills and experience with rich media. Hiring Managers want to know your style can reflect the brand’s DNA through layout, design, and typography.
Collaboration is a major key to success for Art Directors because they often support other departments within the organization. Jesse says delivering what clients want on time and within budget is another component to being a successful Art Director. At the same time, a stand out Art Director pushes the limits of creativity while staying within brand guidelines.
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ART DIRECTOR
SALARY : $70,000-$130,000
KEY COMPONENTS TO SUCCESS
Collaboration is a major key to success for Art Directors because they often support other departments within the organization. Jesse says delivering what clients want on time and within budget is another component to being a successful Art Director. At the same time, a stand out Art Director pushes the limits of creativity while staying within brand guidelines.
WHAT HIRING MANAGERS LOOK FOR
Today most Hiring Managers look for an online portfolio that shows your distinct visual design skills and experience with rich media. Hiring Managers want to know your style can reflect the brand’s DNA through layout, design, and typography.
HOW TO GET EXPERIENCE
One way to get experience as an Art Director is by pursuing a Bachelor’s degree in graphic design or fine arts from a credible institution. In addition having 3-7 years of hands on design experience is necessary. During this time you should have been mentoring Junior Designers, sitting in with Art Directors and Creative Directors on strategy meetings, and working on concepting. Previous experience with directing photo shoots, videos, and omnichannel marketing will also suffice.
SKILLS NEEDED
As far as actual art and graphic design skills go, Art Directors should be advanced with Mac products, Microsoft Office, and Adobe Creative Suite with emphasis on Photoshop, Illustrator, InDesign, and Bridge says our Director of Full-Time Recruitment, Jesse Kleinow. Typography is also a key component to an Art Director’s skill set and having web design skills is definitely an added bonus. Art direction also refers to great storytelling. Art Directors should possess the creative ability to tell brand stories that resonate with customers across a variety of industries and mediums. Creative strategy is hugely important. An Art Directors skills should go beyond the creative process and they must be able to analyze and optimize campaigns for past, present, and future projects including meeting with stakeholders to understand their needs as well. Because of this Art Directors must be extremely organized with attention to detail. Art Directors also have to have experience managing a team, typically of Junior Designers. Managing project timelines through “allocating Designers to the right projects to ensure completion” is imperative.
JOB DESCRIPTION
Art Directors are responsible for unifying the visual expression of a brand or product. The role of an Art Director goes beyond the physical appearance as they think critically about the optimal way to present information to the viewer. They are usually tasked to create concepts and ideation for various digital and traditional marketing campaigns. A large part of an Art Director’s responsibility is to support marketing teams by bringing ideas to life through creation and execution.
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CONTENT MANAGER
SALARY : $62,000-$152,000
KEY COMPONENTS TO SUCCESS
As a Content Manager candidates should aim for solid results from their efforts. When you’re able to show substantial growth across all platforms, that’s when you’ll go from amateur to pro. "You should be able to provide examples of growth of unique monthly visitors, pageviews, success stories such as social shares, views, engagement, etc.”
WHAT HIRING MANAGERS LOOK FOR
Hiring Managers are looking for candidates who are team players and can easily collaborate with coworkers across departments. Content Managers will often have to work with creative teams on social media strategy and content creation. Candidates must have experience in the management of online platforms, social media (such as Facebook, Twitter, Instagram, SnapChat), blog sites (WordPress), and analytics. Metrics might be based on Google Analytics, Facebook, Instagram, and Twitter analytics. One should also be familiar with platforms used to manage social media sites such as Hootsuite and SproutSocial. Being Google Adwords certified doesn’t hurt either. Whether or not you have stand out experience as a Content Manager, you should have “a portfolio of your work/writing samples” in the form of a website, blog, or powerpoint presentation.
HOW TO GET EXPERIENCE
If you don’t have traditional experience in content management, a lot of Content Managers acquire their own clients/freelance experience to build their resume before going in-house. For example, if you want to work as a Content Manager in the hospitality space, target your local restaurants or hotels to see if you can do pro bono work for them.
SKILLS NEEDED
Some key abilities Content Managers must possess include being able to create content for web, tablet, and mobile sites. Experience with responsive websites, digital, and E-commerce is a plus – the more variety of experience in managing content, the better. Content Managers must have online marketing and writing experience mixed with the basic understanding of analytics. Some Content Managers may be in direct contact with clients so they would need to be able to cultivate and manage those relationships as well. Strong editing, blogging experience, and content strategy are necessary skills to have. Some SEO and SEM knowledge, organic and paid search is a plus as well.
JOB DESCRIPTION
Content Manager positions are highly integrated roles, meaning they affect every aspect of the business. As a Content Manager, you oversee and/or create compelling content over various platforms in-house or externally for multiple clients.
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CRM MANAGER
SALARY : $59,000-$123,000
KEY COMPONENTS TO SUCCESS
Account Managers stress the importance of asking questions at all stages of your career. CRM is a growing and changing field which makes it a bit of a moving target. Being strategic but also flexible to change is critical. What works today may not work again tomorrow. “Companies who are successful stay nimble and up to date on their customer needs. With E-commerce, results are updated real time and the impact can be immediate. Paying attention to what your customers want is the first step, but being able to decipher the WHY behind the numbers into an actionable plan is where the results happen.”
WHAT HIRING MANAGERS LOOK FOR
If you really want to stand out as a CRM Manager, Hiring Managers look for retention marketing strategies such as loyalty programs (what was implemented and more importantly, what were the results/ROI of the % increases for traffic or sales on the site) and customer re-engagement campaigns for lapsed customers (strategy to bring back customers). They also look for email captures for new customers and retention of current customer base and customer site experience (how the site is interacting with customers to return to the site and drive sales). Additional key words on a resume that stand out are “loyalty, data and results driven, strategic, highly analytical, Google Analytics, and understanding of retail point of sale.”
HOW TO GET EXPERIENCE
Our director of recruiting recalls “We typically see candidates who come from the E-commerce platform with either marketing/digital marketing or site merchandising experience. At the entry/associate level, it’s ideal to get more of a broader scope of experience within E-commerce and build up to CRM. Since CRM is more of a narrower focus, we see candidates start to specialize in this side of E-commerce as they get more experience. Even traditional marketing is a great way to get your foot in the door to start, but the E-commerce channel is critical to getting hands-on experience in CRM.”
SKILLS NEEDED
CRM Managers will have to work across platforms and be comfortable using tools like Salesforce (ExactTarget)*, Marketo, Sailthru, Iterable, and Hubspot (the exact tools will vary from organization to orgnatization). In addition CRM Managers need to be extremely organized and have attention to detail as they lead marketing planning across all channels, maintain marketing calendars, create reporting for media channels, and communicate findings to executive teams.
JOB DESCRIPTION
CRM stands for Customer Relationship Management. CRM often falls under the marketing umbrella as it focuses on client interactions, future and current customers, and optimizing and streamlining relationships with clients and customers whether it be in a digital or traditional manner. CRM Managers also plan and deliver CRM strategies across the company, supporting customer retention and loyalty. They must collaborate with other departments such as sales, marketing, and tech. CRM Manager responsibilities include analyzing data to find ways to retain an established customer base and attract new customers (re-targeting), as well as assist in the roll-out of such measures.
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DATA ANALYST
SALARY : $70,000-$120,000
KEY COMPONENTS TO SUCCESS
Successful Data Analysts are able to efficiently interpret data and analyze result through developing and implementing data analysis process and collection systems. Optimizing statistical efficiency and quality will also be beneficial. Data pulling abilities using SQL queries are highly recommended. Successful analysts will be able to effectively use a combination if Pivot Tables, V-Lookups, SQL, and Macros within Excel along with data visualization software.
WHAT HIRING MANAGERS LOOK FOR
For most entry-level Data Analyst positions, a bachelor’s degree in a relevant field is critical, and for upper-level roles, a master’s degree or applicable certifications may be required. Most degree fields include math, science, statistics, or computer science with a focus on math and analysis. If your position will be working cross-functionally, hiring managers may look for strong oral and written communication and organizational skills.
HOW TO GET EXPERIENCE
Typically Data Analysts have a bachelor's degree in mathematics, computer science, economics or statistics. Internships are great ways to get experience in data analytics. In addition there are certificate courses that help you learn the software needed to succeed.
SKILLS NEEDED
Data Analysts should be confident in their analytical skills as they will be working with large amounts of data, facts, figures, and numbers. Data Analysts should be proficient in Google or Adobe analytics and have excellent communication skills, being able to clearly write, speak, and communicate complex ideas and presentations. Critical thinking, attention to detail, and organization skills are also great skills to have.
JOB DESCRIPTION
Data Analysts are responsible for utilizing data to answer business questions and solve problems. They process, design, and present data in ways to better serve target audiences, companies, and organizations. Data Analysts process data for a variety of business goals and translate numbers in an easy to understand way.
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DIGITAL MARKETER
SALARY : $60,000-$185,000
KEY COMPONENTS TO SUCCESS
Passion will get you far in the digital marketing world. The ability to learn new skills is also critical as the digital marketing landscape is rapidly changing.
WHAT HIRING MANAGERS LOOK FOR
Hiring Managers are seeking candidates with strong knowledge of current digital marketing landscape, as well as future trends, with the ability to interpret and apply new trends to current programs in place. They are also on the lookout for research and analytical capabilities, superior problem-solving skills, and creative thinkers. The digital world is unpredictable and at the drop of a hat, something can go awry which is why judgment on how to identify potential issues is imperative. In addition, most employers like to see that you’re active on social media (i.e. what your social presence is, the quality of your content, etc.). “Many of our clients say passion for the brand(s) and a great attitude goes a long way.” Each company is different so you want to “conduct in-depth research on the brand, especially their recent marketing, their audience…etc. and understand what the role entails.” This will help you better understand the type of Digital Marketer they’re looking for.
HOW TO GET EXPERIENCE
Of course the easiest way to get experience in digital marketing is to start with relevant internships and eventually gain enough experience to land a fulltime job. However, if you are trying to break into the industry we suggest, “doing some professional development, such as taking a class, starting a project outside of work, attending industry events, and conducting informative interviews with experts in the industry.”
SKILLS NEEDED
The skills a Digital Marketer need can vary from digital advertising, SEO/SEM, to email marketing, content creation, and website development. Digital Marketers also understand how to create a compelling voice across social platforms to build authentic, relevant, interactive client/customer relationships. Because of this, almost every digital marketing job will require one to have strong writing and oral communication skills. Our Senior Account Manager suggests, “In terms of hard skills… anything digital. Social media, SEO/SEM, PPC, data analysis, e-mail marketing, content marketing, mobile marketing, visual marketing, and knowledge of tools and platforms. Most importantly, passion for the brands you market for and a positive attitude.”
JOB DESCRIPTION
Digital marketing refers to marketing products/services using the digital landscape and technologies (ie: website, mobile app etc). Digital Marketers typically work closely with key stakeholders on E-commerce, branding, creative, sales, product development, SEO/SEM, and social to execute breakthrough campaigns.
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GRAPHIC DESIGNER
SALARY : $65,000-$120,000
KEY COMPONENTS TO SUCCESS
One of the more obvious components to success that Jesse mentions is having projects completed on time. A lesser known key to success would be to constantly learn new design skills, as Jesse urges, this will help keep you up to date and broaden your design horizons. He also recommends being your own Production Artist by making sure there are no mistakes on your work. The more autonomous you are, the more valuable you will be.
WHAT HIRING MANAGERS LOOK FOR
A degree in design is definitely something Hiring Managers look for when considering you for the position, says Jesse. If you don’t have a degree, hiring managers also look for experience working on projects from start to finish and incorporating modern trends into your designs. Hiring managers also look for Graphic Designers who are able to work in a fast-paced environment as changes and new projects can come in at the drop of a hat.
HOW TO GET EXPERIENCE
One way to get experience as an Art Director is by pursuing a Bachelor’s degree in graphic design or fine arts from a credible institution. In addition having 3-7 years of hands on design experience is necessary. During this time you should have been mentoring Junior Designers, sitting in with Art Directors and Creative Directors on strategy meetings, and working on concepting. Previous experience with directing photo shoots, videos, and omnichannel marketing will also suffice.
SKILLS NEEDED
According to our Director of Full-Time Recruitment, Jesse Kleinow, Graphic Designers need to have excellent Adobe Creative Suite skills with emphasis on Photoshop, Illustrator, and InDesign. Having knowledge of Dreamweaver is a plus too. Not only that, but Graphic Designers must have attention to detail because of the intricate work they do. Jesse adds, that they need experience with color theory, layout, typography, and should know modern trends of design. Strong communication skills are also necessary since they collaborate across teams. In most cases, Jesse says, Graphic Designers need to be able to take direction well from the Art Director. At the same time, Graphic Designers work quite independently so they need to be self-motivated and manage their time on projects efficiently.
JOB DESCRIPTION
Graphic Designers are responsible for the visual communication of a brand or product. Graphic Designers deliver digital designs based on existing style guides and brand guidelines. They must also be able to produce projects to the printer’s specs.
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MEDIA BUYER/PLANNER
SALARY : $45,000-$70,000
KEY COMPONENTS TO SUCCESS
Because the digital landscape is constantly changing, a successful Media Planner/Buyer has the “ability to recommend and implement new ideas and innovations to improve each media tactic and customer account performance.” This person has a “clear understanding of customized marketing plans that target customer goals for their sales, marketing, and lead nurturing funnel.” This includes measuring KPIs and performance metrics and being able to communicate results across teams to ensure program evolution. Media Planners/Buyers who provide vision, strategy, and serve as a subject matter expert for clients thrive. In addition Media Planners must be highly organized with the ability to multi-task.
WHAT HIRING MANAGERS LOOK FOR
Hiring Managers put a heavy focus on Media Planners/Buyers with prior experience in integrated media planning or digital media planning. The reason being, today the majority of media is online so knowledge of digital media, including social, mobile, tablet, video, content, SEM and programmatic is imperative. Hiring Managers want to make sure you know the media process entirely from planning to implementation to the brand’s overall strategy in the context of changing marketplace conditions and opportunities.
HOW TO GET EXPERIENCE
The easiest way to get Media Planner experience is through working in the field, specifically on the client side in advertising. In advertising, you want to make sure you’re managing ad campaign execution and measurement since those are both key components to becoming a master Media Planner. If you’re working as a Freelancer, seek out ad agencies and gain experience “working on client pitches and plans.” Acquire as much diverse experience at different agencies as possible so your bases are covered if you decide to go fulltime with a company.
SKILLS NEEDED
According to our VP of Account Management, "Media Planners/Buyers need to be able to build media plans first and foremost. Having knowledge of ad serving technology and research tools is a plus as well. In addition, Media Buyers should be familiar with how to negotiate buys." "Because data analysis is a huge part in determining what media to buy, and how to move forward with future projects, being “able to navigate analytics” is a non-negotiable skill." Familiarity with tools such as Comscore, Kantar, MOAT, MediaOcean, Nielsen @Plan, Ad Relevance, Mediamind, DoubleClick/DFA, etc. is important.
JOB DESCRIPTION
Media Planners/Buyers are mainly responsible for planning, buying, and reporting for digital, print, TV, radio, and other verticals. Other responsibilities can include developing and implementing interactive media campaigns and presentations, analyzing media data, and providing strategic direction to senior management and clients. Media Planners are typically required to establish strong business relationships with clients while negotiating with media representatives. A Media Planner’s role is highly collaborative as they work with sales teams to create strategic media plans to drive sales, market share, and increase brand visibility.
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PERFORMANCE MANAGER
SALARY : $79,000-$135,000
KEY COMPONENTS TO SUCCESS
To be successful in their role, Performance/Growth Managers should be able to measure growth in multiple ways, especially through demand increases and sales increases. From there they should know what to do with the provided data, understand it, and be able to provide growth-focused value.
WHAT HIRING MANAGERS LOOK FOR
Hiring managers will often seek Performance/Growth Managers with bachelor’s degrees although some prefer candidates with a Master of Business Administration (MBA). Experience with product marketing, business development, database management systems and data visualization software (like Tableau) is also preferred. Performance/Growth Managers should be able to work both independently and part of a team, with leadership skills to be able to effectively manage their team members.
HOW TO GET EXPERIENCE
Starting with a role in marketing and working your way up is the ideal track for Performance/Growth Managers. Experience in data analytics, SEO/SEM, UX, testing, and copywriting will set you on the right track to becoming a skilled Performance/Growth Manager.
SKILLS NEEDED
Performance/Growth Managers should be masters at all digital marketing channels, know how to implement analytics, understand how to design effective experiments, and be able to interpret user experience data. Effective Growth Managers should also be fluent in all media channels, such as Facebook, Craigslist, Twitter, Pinterest, Apps, Ads (Mobile, Web, Video, TV, Radio, SEM, Affiliate), Sponsorships., SEO, PR, and Word of Mouth. Knowing analytics, a technical skill knowledge of products such as CPA, CPC, CPM, ARPU, and LTV and experience with PPC, and Google Adwords, is a bonus.
JOB DESCRIPTION
Performance/Growth managers focus on both customer and user acquisition as well as retention and upsell strategies. Responsibilities include using collected data to create, coordinate, and execute growth programs to help create customer groups, optimize revenue, and minimize company cost. Performance/Growth Managers will also be tasked with selecting and implementing growth products into current analytic frameworks and collaborating with analytics teams to provide dashboards and testing tools for the organization.
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PRODUCT DESIGNER
SALARY : $73,000-$124,000
KEY COMPONENTS TO SUCCESS
If you’ve made it to this point in our Toolkit, it’s safe to say you’re committed to succeeding as a Product Designer. Our Freelance Account Manager stresses the importance of staying organized, while maintaining a visually appealing portfolio. As a Freelancer, an up-to-date, well-maintained portfolio, knowledge of user experience trends, and having a clean aesthetic will definitely come in handy when searching for future jobs. Product Designers want to be able to show the UX process and the final visual product of all projects. If you are a quick thinker with the ability to problem solve effectively, you will absolutely thrive in a product design environment.
WHAT HIRING MANAGERS LOOK FOR
While you don’t need a Master’s to get a job as a Product Designer, you do need at least a Bachelor’s Degree in a design related field. Some hiring managers require 3-5 years of product design experience, plus an understanding of CADD software programs, but having a Bachelor’s and UX/UI experience working across web, tablet, and mobile will suffice. Browsing through our job database, we noted that hiring managers may also look for experts in visual design, spanning UI, brand, iconography, and art direction, in addition to a strong understanding of motion, interaction, and service design.
HOW TO GET EXPERIENCE
If you’re looking to get product design experience, we suggest you opt for a degree in Graphic Design, Visual Communication, or other design related degree. You can also opt for less traditional experience by taking a UX/UI boot camp or program. If you’re just starting out in your career or you’re not sure how to transition into a Product Designer role, Walsh suggests you begin in UX/UI positions and work your way to product design within a company.
SKILLS NEEDED
When considering a role in product design, candidates need experience working closely with developers, product managers, and other designers. They also must be willing and able to solve problems alongside engineers to build high performing, user-centric products for web and mobile. With that said, it is necessary for Product Designers to be fluent in the language of how digital products work. Having both “user experience and user interface experience” for most jobs is non-negotiable. This may consist of creating responsive design for web and mobile and understanding browser and mobile capabilities, along with UX best practices.
JOB DESCRIPTION
Product Designers are typically responsible for all aspects of product design. A Product Designer’s role is closely tied with product development, marketing, and graphic design. This includes, but is not limited to: user-experience, interaction design, packaging, user research, and design management. It is a Product Designer’s duty to collaborate with product development teams to create and implement strategic, comprehensive product visions. Product Designers are involved in every step of the design process, from pre-production, to proofing, to post-production. Specific job requirements may vary depending on the exact role, however, being able to identify and resolve time-sensitive design issues is a must.
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PROJECT MANAGER
SALARY : $56,000-$119,000
KEY COMPONENTS TO SUCCESS
As a Project Manager, you will most likely be juggling different projects at one time. The keys to being successful as a Project Manager include being highly organized and able to deliver under pressure while meeting client expectations. PMs will also thrive when they are highly communicative with their creative team and understanding of everyone’s work load.
WHAT HIRING MANAGERS LOOK FOR
In addition to being qualified in the technical skills mentioned above, Project Managers have a better chance at the job if they are great communicators, highly organized, capable of staying calm under pressure, and able to forecast risk and deliver. Hiring Managers also look for experience in creating a scope of work, scheduling project deliverables and assigning those deliverables to creatives. When Project Managers can show they take part in the entire lifecycle of a project from conception to development to launch while ensuring quality standards, it’s a home run.
HOW TO GET EXPERIENCE
The most obvious way to get PM experience is to get an internship or related experience at a relevant company so you can transition into an entry level role. “Traditionally project management is something that is learned as you make your way up the ranks from being a Coordinator. However, there are new programs out there that offer PMP Certification (Project Management Professional) that teach you how to work with specific programs methodologies and explain the lifecycle of a project.”
SKILLS NEEDED
Technical skills that Project Managers must have include MS Project, Basecamp, Jira, Trello, and Google Docs says Georgia. Depending on the exact role you’re applying for, PMs skills will vary. When it comes to print, PMs will need to be familiar with collateral, OOH, publication, lookbooks, and direct mail. Project Managers in the digital space will need skills including but not limited to websites, microsites, banners, email, mobile, and tablet. In other integrated circumstances, PMs should have knowledge of web print, TV/video, and social. Familiarity in traditional print, TV, radio, and some digital is a plus as well. In Producer facing roles, digital and video or TV broadcast skills are recommended. And last but not least, there are technical roles within the PM space that include knowledge of website development, apps, and product development.
JOB DESCRIPTION
Project Managers typically act as liaisons between different teams within a company. Project Managers are responsible for managing client/project expectations which include creating timelines/deadlines and assuring quality project deployment while briefing creatives or vendors. Georgia also mentions it’s up to Project Managers to create a scope of work (SOW) and develop a budget or work within one. It’s imperative that Project Managers maintain brand and legal guidelines as projects may vary. The client’s/company’s brand voice and mission statement should be at the core of each project.
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SEO SPECIALIST
SALARY : $55,000-$110,000
KEY COMPONENTS TO SUCCESS
The ability to create compelling, optimized content, analyze performance and communicate cross functionally will set you apart from the competition. Being highly organized and passionate about the industry you're working in are also key.
WHAT HIRING MANAGERS LOOK FOR
SEO Specialists who are proven to optimize copy and landing pages for SEO while performing ongoing keyword research for discovery and expansion will stand out to hiring managers. Additional research tactics and implementation of content for organic SEO success is also a bonus.
HOW TO GET EXPERIENCE
Having a bachelor’s or master’s degree in a quantitative, test-driven field is a great way to start your career path to becoming an SEO Specialist. Other ways to get experience is through online resources, staying up to date with current trends and programs, as well as knowing what other companies are doing to succeed in the SEO/SEM field. Certifications are also a great way to prove your SEO abilities. We often see candidates with backgrounds in content management and data analytics rising in the ranks to SEO specialist.
SKILLS NEEDED
An understanding of performance marketing, conversion, online customer acquisition, and website analytical tools are must have skills for SEO Specialists. They should also have experience with SEO and SEM as well as experience managing PPC campaigns across all search engine sites. Knowledge of website analytics tools such as Google Analytics, NetInsight, Omniture, WebTrend, and experience with bid management tools like Click Equations, Marin, Kenshoo, Search Ignite and HTML, CSS, and JavaScript development and constraints, ranking factors, and search engine algorithms is also helpful.
JOB DESCRIPTION
SEO (Search Engine Optimization) Specialists are responsible for analyzing, reviewing, and implementing strategically optimized websites to increase rankings on search engines. SEO Specialists develop content and strategies to include keywords and phrases to increase website traffic. Key responsibilities include content strategy, link building, keyword strategy, and SEM campaigns through sites such as Google, Yahoo, and Bing to maximize ROI.
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SOCIAL MEDIA MANAGER
SALARY : $40,000-$110,000
KEY COMPONENTS TO SUCCESS
The Social Media Manager should always be learning, as it’s a crucial component to their success. Social and digital marketing “Best Practices” shift constantly, so attending training and/or industry-specific conferences will help keep your skills sharp.
WHAT HIRING MANAGERS LOOK FOR
Hiring managers are always on the lookout for Social Media Managers who are deliberate in planning and goal setting and are able to develop brand awareness and grow the online community. Experience in content management, SEO, and audience targeting are key differentiators Experience with social media management platforms such as Hootsuite, Sprout Social, etc., is a bonus! Hiring Managers will look for a candidate who is passionate about the brand as well as social media and can quickly adopt the brand vision and voice.
HOW TO GET EXPERIENCE
Looking to become a Social Media Manager? Make sure you are up-to-date with the latest digital technologies and social media trends and platforms. Starting with an internship or entry level role in marketing will help you get your feet wet. Consider utilizing your own social media accounts for practice or create a mock calendar for a brand you love to get your foot in the door.
SKILLS NEEDED
Social Media Managers should have excellent communication skills and be able to creatively and thoughtfully convey brand views and messages. Successful managers are also well versed in content strategy and analytics. They are able to use a variety of social media tools to listen to their audience and plan out an editorial calendar while keeping goals in mind.
JOB DESCRIPTION
Social Media Managers are responsible for managing all social media platforms, including creating original content, managing posting and scheduling, and engaging with your audience. Social Media Managers develop a brand aesthetic and voice in cohesive, engaging ways to help achieve overall marketing goals through strategies and campaigns. Campaign planning, execution, community management, and engagement performance are all key aspects of the role.
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UX DESIGNER
SALARY : $57,000-$121,000
KEY COMPONENTS TO SUCCESS
A strong UX Designer must be an expert in best practices for web-based information architecture and design. Most user experience will take place in a fast-paced environment so you will need to be able to adapt quickly and effectively in order to succeed. UX Designers also must know the difference between B2B and B2C as Nabeel advises. And because user experience involves consumers and what they want and how they think, understanding human psychology will take you far.
WHAT HIRING MANAGERS LOOK FOR
First and foremost, Hiring Managers look for someone who has a strong interest in the design and development of engaging user experiences so you want to come prepared with a portfolio of detailed case studies of projects. Candidates who have a deep understanding of brand standards and style guide and know how to apply to the visual design of whatever product is being developed will stand out.As previously mentioned, the fact that UX Designers have an extremely collaborative role so companies want someone who can work effectively in cross-functional teams including the ability to handle differences and conflict well.
HOW TO GET EXPERIENCE
A well-seasoned UX professional knows the design process back to front, which comes from years of hands-on experience. A traditional 2-4 year interactive design degree is recommended. Though you can gain experience through taking professional development classes on your own such as UX Bootcamps or Certification courses; you can even offer free work like pro-bono to get the experience you need. There are plenty of ways to master UX design.
SKILLS NEEDED
UX professionals should be able to design user flows and sitemaps and create an overall information architecture. Understanding UX applications such as Sketch, Photoshop, Illustrator, OmniGraffle, Axure, UXPin and Indesign, plus knowledge of HTML/CSS is highly recommended. Familiarity with E-commerce, mobile, web apps, content strategy, wireframing, and interactive prototyping is an added bonus, too. To work as a UX Designer one must possess strong problem-solving skills and independent self-direction, paired with a willingness for team collaboration and open communication. This means your presentation, interpersonal, and analytical skills, (including the ability to explain complex design concepts across different audiences) must be very strong. UX Designers should be able to identify customer requirements and problems while working with Visual Designers to create high fidelity mockups.
JOB DESCRIPTION
UX Designer is short for User Experience Designer. UX Designers are responsible for “enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction with the product.” UX Designers often work with other departments such as the product team and other stakeholders to gather and define UX requirements, create and implement UX designs, and contribute to product strategy.
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WEB DEVELOPER
SALARY : $57,000-$108,000
KEY COMPONENTS TO SUCCESS
As a Web Developer you may be working with multiple stakeholders in an organization so communication skills are key. The ability to stay organized and on task will also set you up for success as well as staying current on design and technical trends.
WHAT HIRING MANAGERS LOOK FOR
Hiring managers look for a combination of technical skills as well as soft skills like organization and clear communication.
HOW TO GET EXPERIENCE
Having an understanding of today's coding languages are key as well as being able to code for mobile versus desktop. There are many in person and online certificate programs that will help learn the basics of the most commonly used languages today from HTML and CSS to JavaScript and PHP. It's also important to have experience with the most commonly used web development platforms, like WordPress and Drupal. Internships are a great way to get your foot in the door or you can also offer to do pro-bono work for local organizations or non-profits that could use help with their sites.
SKILLS NEEDED
Web Developers create the coding necessary to structure a website’s information to better appeal to smarter local search and they may also be responsible for e-Commerce application designs and coding, responsive mobile-first design and development, and front end development. Though the specific requirements vary from project to project, the common applications Web Developers work in are CSS, PHP, SQL, HTML, JavaScript, and jQuery.
JOB DESCRIPTION
Web developers are responsible for building the back ends of websites to ensure the technical side is functional, efficient, and is visually on brand. They may also perform maintenance, revise, and update websites as needed. Web Developers often work from home and independently, but are able to come in for specific projects or on an as needed basis, which is why they are often hired freelance.
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