How to Hire Marketing Specialists (Overwhelm-Free)

What does a marketing specialist do?

In short, a marketing specialist is familiar with a broad range of digital marketing techniques. They assist in different aspects of a company's marketing efforts, often collaborating with other members of the marketing team. This includes, but is not limited to:

Creation and delivery of marketing materials

One of the main tasks of a marketing specialist is to create and deliver marketing materials in written or visual format, or both. These assets can be used for:

• Posts on social media channels
• Blog posts
• Email newsletters
• Print materials (brochures, flyers, etc.)
• Video content
• Setting up digital marketing campaigns 
• Working with digital advertising platforms for advertising campaigns 

They can also help with the distribution and promotion of these materials to ensure they reach a wider audience and are effective in achieving marketing goals.

Understanding consumer analytics

A generalist marketing specialist might not have the skill and expertise to deep-dive into data analytics. However, they should be able to understand at least basic consumer analytics, such as website traffic, social media insights, and other data that can help make informed marketing decisions.

Marketing specialists may also work with more specialized analysts to gather and interpret data for better decision-making.

Supporting client relations

Sometimes, marketing specialists will also work directly with clients to understand their needs and goals, as well as to communicate progress or results. This can involve creating presentations, compiling reports, and providing recommendations for future marketing strategies.

In addition to these three main pillars, marketing specialists may also assist with market research, event coordination and management, and other tasks as needed.

What does a marketing specialist not do?

Marketing specialists often have a wide range of skills, and may have a strong knowledge in certain aspects of marketing. But they're generally not considered highly specialized marketers, which is important to keep in mind if you're looking for an ideal candidate for your marketing needs. 

A marketing specialist will not usually run tasks related to:

Marketing management

Marketing specialists focus on the execution and delivery of marketing strategies, rather than the overarching management and direction of marketing campaigns. While a specialist executes initiatives by creating content, understanding analytics, and communicating with clients, marketing managers are responsible for:

Strategic planning and coordination

• Developing the overall marketing strategy
• Coordinating between different digital channels and marketing projects
• Ensuring that each marketing initiative aligns with the broader business goals

Leadership and team management

• Leading the marketing team and overseeing the workflow
• Hiring and managing the marketing staff, including specialists
• Conducting performance evaluations and providing training opportunities

While a marketing specialist's role is vital for the content and analytical aspects of campaigns, marketing managers play a crucial role in the high-level planning and internal leadership within the marketing department.

Marketing Communications

While marketing specialists often create and distribute various marketing materials, marketing communications (marcom) professionals specialize in the messaging and branding aspect of marketing. They will manage

Crafting consistent brand messages

This helps with:

• Developing a unified voice across all platforms and materials
• Ensuring that all communications reflect the company’s values and mission

Public relations and media outreach

Most often, this revolves around:

• Building and maintaining relationships with media outlets
• Crafting press releases and managing crisis communications

Internal communication

Tasks in this category include:

• Facilitating effective communication strategies within the organization
• Aligning internal messaging with external marketing efforts

Marketing specialists can certainly support marcom efforts by executing the tactical aspects of these strategies with material production and delivery. But they generally won't take the lead in developing communication strategies or managing public relations issues.

Why hire a marketing specialist?

If a marketing specialist will not be a manager, strategist, or experienced messaging pro, why should you hire one?

They're the extra pair of hands (and eyes) you need

Ever wished there was someone else who could be your sounding board, and double-check for typos before content go live (or to print)? Or how about someone who could suggest new content ideas when your creative well runs dry? A marketing specialist can do all of that and more.

It's cost-effective

Hiring a marketing specialist can be a great solution if you aren't ready to hire a full-time marketing manager. They can focus on getting the ball rolling on more urgent marketing objectives, which is especially helpful for smaller companies or businesses that don't have the budget for a full team of specialized marketers.

They bring diverse skill sets and fresh perspectives

Marketing specialists often have experience working in different industries and with various clients, giving them a diverse set of skills and knowledge. They can bring fresh perspectives and innovative ideas to your marketing efforts, which can be invaluable in standing out in a crowded market.

It allows for scalability

Hiring a marketing specialist on a project or part-time basis allows for scalability, meaning you can adjust their workload based on the needs of your business. This flexibility can be beneficial when dealing with seasonal fluctuations or unexpected changes in marketing needs.

While a marketing specialist may not do all things marketing, their skills and support can be essential in executing successful campaigns and achieving marketing goals. Consider hiring one as part of your overall marketing strategy to see the results for yourself.

The possibilities are endless when it comes to finding the right fit for your business!

Average salary for a marketing specialist

The average salary of a marketing specialist varies according to = experience level, skillset, the industry they work in, and location. For instance, a marketing specialist's average base salary in the US is approximately between $50,000 and $80,000, depending on their seniority.

Studies differ on the cost of hiring a marketing specialist:

• Glassdoor says the total pay range (base pay + additional pay) is between $52,000 to $80,000 per year. There is a slight variance from one industry to another, but most of it is related to the upper range and the difference is a maximum of $2,000 to $3,000 per year.
• Talent.com claims a wider spectrum, beginning at $45,000 per year, the higher end at around $82,000. According to their research, the average salary of a marketing specialist in the US is $57,179 per year.
• Builtin has an even wider variance. They say the minimum a marketing specialist makes is $51,000 per year and the maximum is $185,000.

If you want to hire a marketing specialist, study the market to learn more about the average costs. Look for marketing specialist salaries in your area, and consider your needs: do you need someone with lots of industry-relevant experience or who masters one or two channels very well? Or maybe you'd be better off with a more generalist marketing assistant?

Skills a marketing specialist should have

With hiring a marketing specialist, it's easy to fall into the trap of hiring for flashiness. Marketers know how to market themselves, and as such, you might be tempted to hire someone with a lot of bells and whistles on their resume, but not necessarily the skills you need.

Here are some soft skills that an ideal marketing specialist should have for different situations:

Great communicator

Effective communication is paramount for a marketing specialist—after all, marketing at its core is about conveying a message to an audience. The role of a marketing specialist involves creating narratives that resonate with target demographics, tailoring messaging for various mediums, and ensuring clarity and appeal in all forms of communication. Skills in effective communication include:

• Active listening: Understanding market needs and customer feedback to adapt strategies accordingly.
• Clear messaging: Conveying the brand's message in an unambiguous way that leaves a lasting impact.
• Adaptability: Altering language and tone to suit different platforms and audiences.
• Persuasion: Crafting messages that motivate and engage consumers, prompting them to take action.

Strong communicators not only help shape the perception of a brand but facilitate a two-way conversation between a business and its customers. This dialogue is critical in building trust, brand loyalty, and a sustainable customer base.

Time management

The ability to manage time effectively is a non-negotiable skill for marketing specialists. Beyond meeting project deadlines, this includes the ability to prioritize tasks, juggle multiple projects simultaneously, and adapt to last-minute changes without compromising on the quality of work.

• Prioritization: Identifying which tasks are critical, and allocating adequate time and resources to them, can make the difference between a successful campaign and a missed opportunity.
• Efficiency: Operating with a methodical approach allows for the completion of tasks faster and the allocation of saved time to other pressing projects or creative endeavors.
• Adaptability: When unexpected circumstances arise or project scopes shift, effective time management skills help marketing specialists quickly reassess and rearrange their schedules to accommodate these changes.
• Stress Reduction: By managing time well, marketing specialists can prevent the scramble to meet deadlines, reducing stress and allowing for a clear head, which is crucial to creative processes.

Mastering time management enables marketing specialists to deliver campaigns that resonate with audiences on schedule. This is fundamental in maintaining the credibility and reliability of the brand they represent.

Organizational skills

Being organized affects every aspect of strategic planning and execution in marketing. It's the foundation that allows marketing specialists to orchestrate complex campaigns, track progress, and optimize for success. Organizational skills manifest in several key attributes:

• Strategic thinking: A marketing specialist must adopt a structured approach to strategy development, with clear objectives and an understanding of the resources available.
• Detail orientation: Attending to the finer points of a campaign can make all the difference. A keen eye for detail ensures that all elements of a plan are coherent and aligned with the brand’s goals.
• Resource allocation: Knowing how to allocate limited resources efficiently is crucial. This might mean budgeting time for different tasks or distributing funds across various channels for maximum impact.
• Documentation: Keeping accurate records of plans, data, results, and adjustments made during a campaign provides valuable insights for future strategies.
• Project management & documentation tools: Your marketing specialist knows their way around tools like Asana, Trello, Monday, Notion, and ClickUp.

Strong organizational skills allow marketing specialist to manage their workload effectively and contribute significantly to the successful realization of the company's marketing objectives.

Critical thinking

Marketing specialists need to think critically when interpreting data and making decisions. They must be able to identify key insights, evaluate different options, and choose the most effective strategies based on evidence and logic.

Problem solving

Unexpected challenges and problems can arise at any time. Digital marketing specialists need to have strong problem-solving skills to quickly identify issues, find solutions, and implement strategies to overcome obstacles.

Hard and technical skills

Soft skills are essential, but you must also make sure your digital marketing professional knows how to implement marketing strategies.

Hard skills are tangible, learnable abilities that encompass a wide range of activities and tools in the world of marketing. If soft, interpersonal skills are the oil that gets the gears going, hard skills are the wheels that turn on your marketing projects. 

Examples include:

Product launches or integrated campaigns

For launching products or managing integrated online marketing campaigns, skills in project coordination and execution are vital. A digital marketing specialist is adept in these areas can seamlessly integrate various communication and marketing channels to maximize visibility and consumer engagement.

Data analysis

Analytical skills and interpreting data are indispensable in marketing. A qualified candidate will have strong data analysis skills to sift through the noise to find actionable insights that inform decision-making and campaign adjustments. This is crucial for

• Making data-driven decisions: Making decisions based on data rather than intuition leads to more targeted, effective, and measurable marketing efforts.
• Understanding consumer behavior: Analyzing data helps in understanding patterns, behaviors, and trends, which can be leveraged to tailor marketing strategies.
• ROI assessment: It enables the measurement of the success of campaigns and the return on investment, crucial for justifying marketing spend and planning future digital marketing budgets.
• Optimization: Ongoing analysis of campaign data facilitates continual improvement efforts, allowing adjustments to be made in real time for optimal performance.

Having a digital marketing specialist with a robust grasp of data analysis helps you make sure you have a helpful hand when it comes to analyzing the efficiency of your marketing programs, customer sentiment, and other important metrics. 

Digital marketing skills

You might also want to make sure your marketing specialist has solid knowledge of how different (if not all) digital marketing channels work. This will allow them to provide smart strategic input in terms of copy, design, and targeting. They should be able to project manage each of these channels (or have a team to do this) and read data from them.

• SEO/SEM: A sound understanding of search engine optimization (SEO) and search engine marketing (SEM) is essential for ensuring that your company's online presence is optimized for maximum visibility.
• Social media management: Whether it's paid or organic, social media management is a crucial part of any marketing strategy. Your specialist should ideally be well-versed in the various social media channels, their algorithms, and how to use them effectively to increase your social media presence. Ideally, they should know how to set up paid social media campaigns too (but only if you actually plan on running ads there.)
• Email marketing: With a strong understanding of email marketing techniques and tools, your marketing specialist can help you put your email marketing plans to work. 
• Working with digital advertising platforms: This could involve knowing how to handle advertising budgets, how to upload advertising content in different platforms, and knowing how to follow the latest advertising trends with a critical eye.)

Traditional Marketing Skills

If you run traditional marketing campaigns (such as coupons, traditional ads, or sponsorships), find a marketing specialist who has the skills to oversee them. This might include:

• Copywriting: Crafting compelling, persuasive content that resonates with target audiences is a valuable skill in traditional marketing.
• Graphic design: Visuals are an important part of traditional marketing campaigns. A specialist with graphic design skills can create captivating designs that support and enhance messaging.
• Event planning: Whether it's small-scale or large-scale events, a marketing specialist with event planning skills can ensure that your company's events are well-organized and create maximum impact.

How to write a marketing specialist job description

There's no secret recipe to writing a marketing specialist job description that gets the eye and attention of top talent. As a general rule, it will almost always have a particular structure. You can find a template for this below, which you can edit according to your needs.

Some changes you can incorporate are channel-specific knowledge (if you need someone more specialized in a particular channel) and elements that reveal your company values, tone of voice, and marketing approach.

Pro tip: if you want to attract top talent, make your job description attractive! Remember that for most digital marketing specialists, it's not about money only, it's also about how interesting your project is, the kind of opportunities it opens for the marketer, the team you have, how you embrace marketing trends, what your view on marketing is, and so on. Incorporate things like these in your job description before you hit "Publish" or "Send."

Introduction

Craft an enticing opening that captures the essence of your company and the role.

Objectives

Clarify the impact you anticipate from the marketing specialist's contributions.

Examples of objectives can include:

• Increasing brand awareness
• Driving website traffic and conversions
• Generating leads or sales

Responsibilities

List the day-to-day tasks that the marketing specialist will be responsible for, such as:

• Developing and executing marketing strategies and campaigns
• Conducting market research and competitive analysis
• Analyzing campaign data to inform decision-making and optimizations
• Managing digital marketing channels (SEO, SEM, social media platforms, email marketing, etc.)
• Overseeing traditional marketing efforts (copywriting, graphic design, event planning)
• Collaborating with cross-functional teams (such as sales, product development, and customer service) to ensure marketing strategies are aligned with broader company objectives and meet the needs of various stakeholders.
• Facilitating cross-departmental meetings and communication to integrate marketing initiatives with other company projects, enhancing overall operational efficiency and creating a unified brand message.

Required skills and qualifications

List the non-negotiable skills and qualifications that candidates must possess. These could be:

• Proven experience in marketing roles: Practical experience is key to understanding the nuances of executing successful marketing strategies.
• Strong project management skills: The ability to oversee multiple projects at once ensures campaigns are delivered on time and within budget.
• Exceptional communication skills: Good written and verbal communication skills are essential for crafting messages and collaborating with teams.
• In-depth knowledge of marketing tools and software: Familiarity with CRM software, analytics tools, and content management systems enables efficient management of marketing resources.
• Analytical and problem-solving abilities: Being adept at analyzing data and making informed adjustments is necessary for the continuous improvement of marketing efforts.
• Creativity and innovation: The ability to come up with new and unique ideas gives a company an edge in creating campaigns that stand out.
• Digital literacy: Competence with digital and online platforms is essential in the digital age, where much of the marketing occurs.
• Adaptability and flexibility: Marketing landscapes change rapidly, requiring specialists to adapt strategies swiftly in response to those changes.

Preferred skills and qualifications

Specify any additional competencies that can set a candidate apart. Examples include:

• Experience with a specific marketing channel or industry
• Knowledge of graphic design and video editing software
• Familiarity with email marketing automation platforms
• Web design and/or video editing skills
• Experience managing and coordinating large-scale events
• A degree in communications or a degree in marketing 
• Reputable digital marketing certifications 
• Proven track record of successful execution of marketing plans

Your offer

Convey your company's culture, values, and any unique perks or benefits you offer. This can help attract candidates who align with your company's mission and values. Some examples could include:

• A collaborative and innovative work environment
• Opportunities for growth and professional development
• Competitive salary and benefits package
• Flexibility in work schedules or remote work options
• The chance to work on exciting campaigns

The easiest way to hire a marketing specialist?

One word: Mayple.

Our job is to match businesses like yours with marketing specialists who have a proven track record of success, industry experience, and knowledge of the latest marketing tools and techniques. We have vetted more than 1,000 experts and we use AI to find the perfect match for each client, in a matter of days.

All you have to do is contact us, tell us about your needs, and we'll take it from there. We'll match you with your expert, help you with follow-ups, handle paying the marketer, and organize regular follow-ups. And, unlike working with an agency, you can cancel anytime.