Digital Marketing Job Description – Roles, Responsibilities & Salary Trends 2023

Updated on: Oct 2, 2022

If you want to kickstart your career in digital marketing, you need to know what a common digital marketing job description expects from you. In this blog, we discuss digital marketing job descriptions for different levels and experiences. 

A digital marketing job description ideally describes the nature of the digital marketing job, the skills required, the responsibilities, and the expected salary. While every specialization (SEO, Social Media Marketing, Email Marketing, Paid Media, etc) has different roles and responsibilities, there are many common responsibilities for all digital marketing professionals such are creating reports, and conducting regular audits among others. 

If you’re a fresher or a student, and unsure of the key responsibilities, you could look at interning in different departments before choosing a specific specialized role. Read more about the importance of a digital marketing internship here.

Further, we will discuss the digital marketing job description, skills, qualifications, and salary trends in India for-

  • Freshers
  • Specialists
  • Managers
  • Freelancers
  • SEO Specialists
  • Ecommerce Marketers
  • Content Marketers

Let’s look at the growth of digital marketing jobs in India before we move on to the job descriptions. 

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Growth of Digital Marketing Jobs in India 

The demand for digital marketing services has shot up since the pandemic as many businesses have had to shift their efforts online. Here’s a snapshot of the growth of digital marketing over the years which directly influences the growth of digital marketing jobs. 

digital marketing growth in india- digital marketing job description

The growth of the Indian e-commerce industry has led to plentiful opportunities for fresh graduates and skilled professionals. Read more on the scope of digital marketing in today’s scenario. Without further ado, here is the digital marketing job description for different levels of experience.


Digital Marketing Job Description for Different Levels of Experience & Roles

Here is the digital marketing job description, role, responsibilities, skills, and salary trends for different levels of experience-

1. Digital Marketing Job Description & Role for Freshers



We understand how it can be very daunting for freshers and juniors to take a decision on which role to take up. Hence, it is important to know more about the job description, responsibilities, skills, and salary before taking up a full-time job. 


  • Social media management – Understanding different brand requirements and decoding client briefs alongside your team manager is part of your job role. Creating campaigns and campaign reports will be required of you. 
  • Email campaigns – Conceptualizing, getting the right database, designing and blasting out emailers 
  • Analytics – Web analytics involves analyzing web traffic, and social media analytics and analyzing these numbers to reduce bounce rate and optimize the pages for optimum results.
  • Content Writing – You will need to understand the basics of content writing for the company website, social media requirements, and blogs.
  • Website  – Website management is also another important aspect of this role. You will need to understand how to build websites, manage landing pages and also optimize them with plug-ins, etc. with the help and guidance of your team.

Skills & Qualifications Required-

  • Basic Understanding of Microsoft Office – Excel, Powerpoint, Word, etc.
  • Content Writing
  • Social Media Awareness
  • SEO skills
  • Quick Learning Skills
  • Adaptability

Join IIDE’s global virtual internship program to stand out from the crowd.

Salary Trends-

The average salary for a junior digital marketer or a fresher is about INR 2 lakh per annum. This varies with your academic qualifications and performance. We suggest a short certificate course such as IIDE’s online digital marketing course in case you have not pursued an education in the same field.

2. Digital Marketing Job Description & Role for Specialists

A digital marketing specialist has in-depth knowledge in the field and is an experienced individual. He is well-versed in all digital marketing channels and tools.


  • Keep up-to-date with trends
  • Manage marketing insights
  • Plan and supervise marketing campaigns
  • Look into customer relationship management (CRM)
  • Website management and optimization
  • Social media page optimization
  • Track website traffic and other metrics
  • Optimize the performance of the website
  • Give ideas as to how to increase ROI (returns on investment)
  • Provide reports to the managing teams and clients
  • Supervise and overlook marketing teams
  • Pitch new ideas to the client 

Skills & Qualifications Required-

  • Good communication skills
  • Managerial skills
  • Minimum 1-2 years of experience in the digital marketing industry
  • Ability to generate and analyze data
  • Should be able to work under pressure
  • Knowledge of various metrics
  • SEO skills and knowledge

Salary Trends-

The average salary of a digital marketing specialist is about INR 4.9 lakhs per annum. If you’re looking to add to your skill set, we recommend doing short courses to understand each area of digital marketing. Check out IIDE’s range of digital marketing short courses.


3. Digital Marketing Job Description & Role for Managers

Digital marketing heads and managers have a lot of responsibilities. They usually look into supervision and the overall growth of the respective teams.


  • Allocate budgets for paid marketing
  • Develop new strategies by studying new trends
  • Increases marketing effectiveness by identifying long-term and short-term goals
  • Measures team performance (KPIs)
  • Reports performance of all marketing campaigns to senior management 
  • Strategize to increase performance (ROI) through insights
  • Build team spirit
  • Brainstorm for new growth strategies
  • Carries out conversion tests and reports
  • Co-ordination between internal teams
  • Strong analytical skills to understand and enhance the customer experience throughout the marketing funnel
  • Financial planning and strategy 
  • Involved in recruitments and training

Skills & Qualifications Required-

  • Educational degree in a related field or minimum 3-5 years of work experience in this field
  • Creating a rapport with the client
  • Training subordinates
  • Highly motivated
  • Extensive marketing research knowledge
  • Should be able to carry out statistical analysis easily
  • Experience in optimizing user funnels
  • Knowledge of all digital marketing tools
  • Should have knowledge of setting up ad campaigns

Salary Trends-

The average digital marketing manager’s pay is 6 lakh per annum. It can vary depending on experience and qualifications. If you’re a mid-level digital marketing employee and wish to climb up the ladder, we recommend pursuing a professional course such as a Master’s or MBA degree. Check out IIDE’s MBA-Level Post Graduation in Digital Marketing.


4. Digital Marketing  Role & Job Description for Freelancers

Freelance digital marketing roles have recently seen a surge in the industry. All you need is a computer and a good internet connection. This gives you the advantage of being your own boss and working on your own terms and time. Check out the benefits of freelance marketing jobs here.


Typically, a freelancer’s job role would depend on their area of expertise. Usually, a freelancer’s job role is to assist a client with promoting or selling their products or services online. 

Your job is to bag clients by showcasing your talents and offerings, reaching out to them, and converting them into paying clients. It is important to build a rapport with them as well and make sure they are satisfied with your services.

Skills & Qualifications Required-

Your skills and qualifications will depend on your job role. If you work as a freelancer in holistic digital marketing, then it is imperative to know the basics of SEO, ad design, social media marketing, web analytics, and more. 

If you’re specialized only in one field of digital marketing like SEO or search engine optimization, then ensure you know every aspect of that particular area. Check out these short courses in digital marketing skills to enhance your knowledge. 

Salary Trends-

So there is no fixed salary when it comes to freelance digital marketing jobs. It depends upon your skills, experience, what kind of clients you work with, the nature of the project, and also the time you take to complete one project. 

The salary is fixed according to deliverables or the number of hours. This needs to be decided beforehand. The average earnings of a freelancer in India are about 6 lakh per annum.

The earnings may not be great when starting out but once you build a good clientele, there is no looking back.


5. Digital Marketing Job Description & Role for SEO Specialists

SEO means search engine optimization and an SEO specialist is responsible for a brand’s search engine ranking which helps in brand visibility. 


  • Identify trends and execute SEO campaigns
  • Collect data, analyze results
  • Increase ROI of paid campaigns
  • Analyze website analytics using relevant tools
  • Execute paid campaigns
  • Allocate budgets to campaigns
  • Optimize landing pages
  • In-depth competitor analysis
  • Link building
  • Keyword discovery and expansion
  • Work with content, marketing, and brand team
  • Recommend changes to website and content to boost rankings 

Skills & Qualifications Required-

  • Relevant SEO experience
  • SMM experience using PPC campaigns 
  • SEO qualifications or digital marketing certifications
  • Analysis skills for customer acquisition
  • Experience with SEO tools and campaigns
  • Understanding of ranking requirements and search engine algorithms 

Salary Trends-

The average salary for an SEO specialist is about 5 lakh per annum. It highly depends on your level of expertise and the kind of job role. 

Recommended Course: Online SEO Training with Industry Experts



6. Digital Marketing  Role & Job Description for Ecommerce Marketers

An e-commerce marketer creates and implements e-commerce strategies that would increase online transactions and help the company grow. You will need to ideate, execute, grow and analyze e-commerce marketing plans.  


  • Manage and develop the brand’s eCommerce strategy 
  • Work with the sales team
  • Work with marketing team/agency
  • Allocate tasks to team members
  • Measure sales
  • Increase conversion rate through campaigns and other marketing efforts
  • Analyze which marketing channel works best
  • Marketing efforts to increase sales
  • Deliver the best customer experience 

Skills & Qualifications Required-

  • Good communication skills
  • Experience with eCommerce platforms
  • Familiarity with the backend of various platforms
  • Content and image creation experience
  • Relevant qualifications in the same or related field 
  • Ability to analyze big chunks of data
  • Should be able to work under pressure 

Salary Trends-

An eCommerce manager’s average salary in India is about INR 6 lakh per annum.

Recommended Course: Online E-commerce Training with Industry Experts


7. Digital Marketing  Role & Job Description for Content Marketers

A content marketer is very important for all your digital marketing efforts.


  • Planning digital content marketing strategies
  • Executing these campaigns with other teams
  • Leveraging latest trends
  • Coming up with relatable content
  • Create engaging content to drive sales
  • Measure marketing results of various campaigns
  • Coordinate with writers, visualizers, and the creative team for campaign launches
  • Create SEO-rich content
  • Use different platforms and create content for each specific type of platform 

Skills & Qualifications Required-

  • Good command of language
  • Good communication skills
  • Should be able to write well
  • Long-format and short-format writing skills
  • Excellent data-driven and analytical skills 
  • Proficiency with tools such as Google Adwords and Google Analytics

Salary Trends-

The average salary of an experienced content marketer is INR 4.5 lakh per annum.

Recommended Course: Online Content Marketing Program with Industry Experts


Importance of Soft Skills for Digital Marketing Jobs

Soft skills are as important as technical skills and knowledge when it comes to digital marketing jobs. Some of the soft skills that every digital marketing job description demands are-

  • Comfortable working in teams
  • Leadership skills
  • Communication skills
  •  Spontaneity 
  • Presentation skills
  • Persuasion skills
  • Curiosity 

How To Get A Digital Marketing Job?

If you’ve made it this far and are considering starting your own career in digital marketing, the first step is to master digital marketing skills. 

While you might not need any degree to be eligible for a digital marketing job but you definitely need the correct set of skills. A lot of the time, students apply for jobs without any certifications and are eventually rejected. 

Here are some of the popular courses in digital marketing that you can opt for digital marketing training: 

Popular Digital Marketing Courses Who Should Enroll? Duration Average Tuition Fee (INR)
MBA/Post Graduation in Digital Marketing Graduates, Working Professionals 11-12 months 3-6 lakhs
Advanced Digital Marketing Course College Students, Freshers, Traditional Marketers 4-5 months 80,000-1 lakh
Short-term Certificate Courses Curios to learn digital marketing concepts 1-2 weeks 6,000-10,000


The next and most important step would be to start applying for internships and freelance gigs. Go for as many as you can. These will lay a foundation for your practical learning as most of the skill-based application and learning will happen on the job. 

Once you have gained good experience, we would recommend you to start building your portfolio to have a better digital presence, also if possible create your own brand. In this way, you will try to stay updated with the latest digital marketing trends. Apply to companies that you believe in and where you think you might be able to offer your services best. Send personalized cover letters attached to your resume and portfolios. 

If you’re a fresher and want to find out more about how to land a job, here’s a complete guide on how to land a digital marketing job.

Now that we know how to get a digital marketing job, let’s discuss the frequently asked questions about digital marketing job description.


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FAQs- Frequently Asked Questions

Q.What is the digital marketing job description?

Ans. The digital marketing job description includes developing, planning, and executing strategies for higher engagement on various digital platforms such as social media, search engines, etc.

Q. What is the scope of the digital marketing industry in India?

Ans. The digital marketing industry is expected to grow to US $160 billion by the end of 2025 which means that digital marketing jobs are going to rapidly increase in the next couple of years.

Q.What is the digital marketing job description and salary for SEO specialists?

Ans. An SEO specialist must have complete knowledge of on-page and off-page SEO strategies and also have knowledge about industry tools like Google Search Console, Analytics, WordPress, etc.  The average salary of an SEO specialist is INR 5 lakh per annum.


With this, we conclude our article on the digital marketing job description for some of the top roles. If you are currently applying for any of these jobs, you should definitely check out this blog on how to write a perfect digital marketing resume. 

That’s all from us folks. If you enjoyed reading our blog, please let us know in the comments below. 

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Mamta Shroff

Head of Admissions & Institutional Relations at IIDE

She has been working with new trends in the Education industry for the last 2 decades. Starting her career as an Academic Counselor in the Middle East with Emirates College for Management & Information Technology......[Read full bio]


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