What does a digital marketing specialist do?

A digital marketing specialist generally helps develop and manage campaigns to boost visibility, attract visitors and encourage engagement or conversions across various online channels. They typically work with a mix of SEO, digital ads, email marketing, content strategies and social media to connect with the right audiences online. Specialists also analyze user data, behaviour patterns and campaign metrics to refine strategies, improve targeting accuracy and ensure their marketing efforts remain cost-effective, scalable and results-driven over time.

Digital marketing specialist skills and qualifications

Digital marketing specialists typically require a mix of technical and creative skills to effectively perform their jobs, including:

• knowledge of SEO/SEM best practices and tools like Ahrefs, SEMrush or Moz
• experience managing paid campaigns through platforms such as Google Ads and Meta Ads Manager
• familiarity with analytics platforms like Google Analytics, GA4 or Hotjar
• strong copywriting and content editing skills for web, email and social media
• understanding data and using insights to improve how campaigns perform and deliver results
• experience using CMS platforms such as WordPress, HubSpot or Shopify
• understanding of digital design principles and collaboration with creative teams
• excellent communication and project management skills to align team efforts

Digital marketing specialist experience requirements

To become a digital marketing specialist in Canada, candidates typically require one to three years of experience in a digital marketing or communications role. Employers typically prefer hands-on experience with paid advertising platforms, SEO tools or email automation software. Many also value a digital portfolio or case studies that can demonstrate measurable results from past campaigns.

Digital marketing specialist education and training requirements

A digital marketing specialist generally holds a college diploma or bachelor’s degree in marketing, communications, business or a related field. Certifications from platforms like Google, Meta or HubSpot can strengthen a candidate’s profile. Ongoing learning through workshops, webinars or industry conferences can help professionals stay current in this fast-changing field.

Digital marketing specialist salary expectations

According to Indeed Salaries, the average salary for a digital marketing specialist in Canada is $66,954 per year. Salary ranges vary depending on location, experience level and company.

Job description samples for similar positions

If a digital marketing specialist is not exactly what your business needs, consider these relevant job descriptions:

• Advertising manager
• Product marketing manager
• Marketing director
• Chief marketing officer

Digital marketing specialist job description FAQs

What makes a good digital marketing specialist job description?

Consider writing a job description that outlines the primary digital channels, tools and performance goals tied to the role. Mentioning specific platforms and skills, such as SEO, Google Ads or email marketing, can make the posting more appealing to qualified candidates and may also help you focus your hiring efforts more effectively.

What is the difference between a digital marketing specialist and a marketing coordinator?

A digital marketing specialist generally focuses on online channels and performance metrics, while a marketing coordinator may handle a broader mix of tasks, such as print materials, event planning or administrative support. Specialists often bring stronger knowledge of analytics, ad platforms and digital strategy execution, which could make them better suited for roles that demand measurable results and platform-specific expertise.

What should you look for in a digital marketing specialist resume?

You can look for experience managing digital campaigns, familiarity with analytics tools, and results such as improved CTRs (click-through rates) or lead volume. Candidates showing measurable outcomes, technical proficiency and cross-functional collaboration tend to make a strong impression. It may also help to consider how well a candidate understands emerging trends, adapts to new platforms and communicates complex data to support broader business goals.

What qualities make a digital marketing specialist successful?

Successful digital marketers frequently blend analytical thinking with creative instincts. They can typically read performance trends, adjust strategies on the go and tune in to how audiences behave. Communication, adaptability and curiosity can help them thrive in fast-changing digital spaces.