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Occupation Details

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Digital Marketing Executive

Job Zone

Most of these occupations require qualifications at NFQ Levels 7 or 8 (Ordinary / Honours Degrees) but some do not.

Related Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, you may need to complete three - four years of college and work for several years in the career area to be considered qualified.

Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.

Job Zone Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include accountants, sales managers, computer programmers, chemists, environmental engineers, criminal investigators, and financial analysts.

€23k > 52
Digital Marketing Manager
Salary Range
(thousands per year)*
€23 - 52
Related Information:
Data Source(s):

Last Updated: March, 2017

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
Shortage Indicator

While the majority of those employed in this occupation are employed in the wholesale and retail sector, demand, and indeed shortages, primarily relates to those employed in the IT sector, with language skills a key factor.

National Skills Bulletin 2018

Occupational Category

Other Sales and Marketing Professionals

Also included in this category:

Number Employed:


Part time workers: 9%
Male / Female: 48 / 52%
Non-Nationals: 11%
With Third Level: 68%
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At a Glance... header image

An executive marketing role with a special focus on online and mobile campaigns.

Videos & Interviews header image

The Work header image

Digital Marketing Executives differ from other marketing professionals in their specialist knowledge of the digital arena.

They must be up-to-date with advances in web technology and  know all about social networking and viral marketing campaigns.

They need to know how to use technical language effectively, using all the appropriate internet jargon, and to know what makes a product innovative in the digital world. They will also need to know how to communicate the key features of a digital product to customers and colleagues who are not as technically literate as they are.

Even though a technical background is not essential for digital marketing, it helps if you understand how a website or other digital product technically works. The more understanding you have of what you are trying to promote, the better you will promote it.

Technical skills also help from a communication point of view, as you can demonstrate marketing requirements to software developers and designers using more detailed concepts and visualisations.

Certain skills are desirable in the role of digital marketing:

  • Graphic design
  • Video editing
  • Web development

Key tasks for this role include:

  • Seeking out new opportunities for online marketing campaigns
  • Providing information to sales teams on how to market digital products
  • Contributing to global marketing strategies for products
  • Writing marketing copy for websites and maintaining activity on these websites
  • Liaising with software developers to enable search engine optimisation
  • Analysing web traffic to company websites and providing monthly reports
  • Liaising with web and graphic designers to create visually effective software
  • Creating and maintaining social networking channels
  • Writing copy for email marketing campaigns
  • Creating brochures and other printed materials to supplement online products
  • Communicating key information relating to digital products to non-digital marketing colleagues
  • Attending conferences, product launches and networking events

Tasks & Activitiesheader image

The following is a list of the most commonly reported tasks and activities for this occupation


Prepare reports of findings, illustrating data graphically and translating complex findings into written text.


Seek and provide information to help companies determine their position in the marketplace.


Gather data on competitors and analyze their prices, sales, and method of marketing and distribution.


Collect and analyze data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.


Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.


Monitor industry statistics and follow trends in trade literature.


Measure and assess customer and employee satisfaction.


Measure the effectiveness of marketing, advertising, and communications programs and strategies.


Forecast and track marketing and sales trends, analyzing collected data.


Attend staff conferences to provide management with information and proposals concerning the promotion, distribution, design, and pricing of company products or services.

Work Activities header image

The following is a list of the most commonly reported work activities in this occupation.


Organizing, Planning, and Prioritizing Work: Developing specific goals and plans to prioritize, organize, and accomplish your work.


Establishing and Maintaining Interpersonal Relationships: Developing constructive and cooperative working relationships with others, and maintaining them over time.


Analyzing Data or Information: Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.


Communicating with Supervisors, Peers, or Subordinates: Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.


Getting Information: Observing, receiving, and otherwise obtaining information from all relevant sources.


Updating and Using Relevant Knowledge: Keeping up-to-date technically and applying new knowledge to your job.


Processing Information: Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.


Communicating with Persons Outside Organization: Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.


Making Decisions and Solving Problems: Analyzing information and evaluating results to choose the best solution and solve problems.


Identifying Objects, Actions, and Events: Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.

Knowledge header image

The following is a list of the five most commonly reported knowledge areas for this occupation.


English Language: Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.


Customer and Personal Service: Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.


Administration and Management: Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.


Sales and Marketing: Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.


Computers and Electronics: Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.

Skillsheader image

The following is a list of the most commonly reported skills used in this occupation.


Reading Comprehension: Understanding written sentences and paragraphs in work related documents.


Writing: Communicating effectively in writing as appropriate for the needs of the audience.


Active Listening: Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.


Judgment and Decision Making: Considering the relative costs and benefits of potential actions to choose the most appropriate one.


Systems Analysis: Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.


Speaking: Talking to others to convey information effectively.


Critical Thinking: Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.


Active Learning: Understanding the implications of new information for both current and future problem-solving and decision-making.


Systems Evaluation: Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.


Monitoring: Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.

Personal Qualitiesheader image

Digital marketing executives must:

  • Be comfortable writing and communicating effectively about technology
  • Have a strong interest in the future of digital products
  • Think creatively about innovative approaches to marketing
  • Understand what makes a good online marketing campaign
  • Enjoy explaining the benefits of software to people who are not already familiar with it

Entry Routesheader image

There are no specific qualifications required for this role but most employers recruiting Digital Marketing Executives will look for a traditional academic background in marketing.

Since marketing in any medium requires strong written skills, a degree in a humanities subject is as valuable as business or commerce.

Qualifications and familiarity with the internet and web design will also be a plus.

Digital Marketing Executives are sought after by a wide range of companies such as online shops, banks, charities, publishers and agencies which specialise in digital marketing.

Digital marketing executives may also freelance brand management online for small websites, or set up their own online marketing company.

Web developers sometimes offer online marketing as an additional feature in the design package. A digital marketing executive with a background in web development can combine and offer a complete web solution to clients.


Last Updated: May, 2015

Related Occupationsheader image

Contactsheader image


Organisation: Marketing Institute of Ireland (MII)
Address: Marketing House, South County Business Park, Leopardstown, Dublin 18
Tel: (01) 295 2355
Email: Click here
Url Click here


Organisation: The Digital Marketing Institute
Address: Online
Tel: (01) 531 1200
Email: Click here
Url Click here

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Career Articles

Aoife Kelly - Digital Marketing Specialist

Career Guidance

This occupation is popular with people who have the following Career Interests...

...and for people who like working in the following Career Sectors:

Advertising, Marketing & Public Relations
Computers & ICT

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