What Does a Marketing Specialist Do?
A marketing specialist is responsible for executing, optimizing, and analyzing marketing initiatives within a specific channel or function. This role supports broader marketing strategies by owning hands-on tasks such as writing content, managing social media calendars, scheduling emails, or running paid campaigns. Marketing specialists often collaborate across departments, contributing to projects that drive brand awareness, lead generation, and customer engagement.
Depending on the company structure, a marketing specialist may focus on digital advertising, SEO, content, events, or CRM. They are typically responsible for maintaining campaign assets, tracking performance data, and suggesting improvements based on insights. Success in this role depends on technical fluency, process efficiency, and the ability to stay aligned with goals while executing high-quality, on-brand deliverables.
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Marketing Specialist Core Responsibilities
- Execute marketing campaigns across assigned channels (e.g., email, social, digital ads, SEO, content)
- Collaborate with designers, copywriters, and external vendors to produce campaign assets
- Track and report on KPIs such as engagement, conversions, and campaign ROI
- Maintain accurate records of marketing collateral and project timelines
- Support A/B testing, audience segmentation, and campaign optimization
- Ensure brand consistency across all communications
- Assist with CRM updates, landing pages, and performance dashboards
- Stay current on marketing trends and recommend new tools or strategies
Required Skills and Qualifications
Hard skills
- Proficiency with marketing platforms (e.g., Google Ads, HubSpot, Mailchimp, Hootsuite, WordPress)
- Experience with analytics and reporting tools (e.g., Google Analytics, Looker Studio)
- Understanding of marketing funnel stages and customer segmentation
- Familiarity with project or campaign management tools (e.g., Asana, Trello)
Soft skills
- Detail-oriented with strong organizational skills
- Ability to collaborate across teams and departments
- Creative problem-solving and initiative
- Excellent written and verbal communication
Education
- Bachelor’s degree in marketing, communications, business, or related field
Certifications
- None required
- Preferred: Google Ads, Google Analytics, HubSpot Inbound, Meta Blueprint, or SEO/SEM credentials
Preferred Qualifications
- 2–4 years of hands-on marketing experience within a specific channel or team
- Experience supporting cross-functional campaigns or working in an agency environment
- Background in B2B, B2C, e-commerce, or industry-specific verticals such as healthcare or SaaS
National Average Salary
Marketing specialist salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Marketing Specialist is:
$56,412
Sample Job Description Templates for Marketing Specialists
Entry-Level Marketing Specialist
Position Overview
We’re seeking an Entry-Level Marketing Specialist to assist in executing marketing campaigns, managing digital content, and supporting administrative tasks that keep the department running smoothly. This is an excellent opportunity for early-career professionals to gain hands-on experience across a variety of marketing channels.
Responsibilities
- Support content creation, scheduling, and publishing across web, email, and social platforms
- Assist in maintaining campaign calendars and tracking deliverables
- Conduct market and competitor research
- Help manage marketing asset libraries and CRM updates
- Compile performance data and assist in preparing reports
Requirements
Hard skills
- Familiarity with social media, email platforms, and content management systems
- Proficiency in Microsoft Office and Google Workspace
- Exposure to basic marketing concepts (e.g., SEO, branding, conversion)
Soft skills
- Strong organizational skills and attention to detail
- Eagerness to learn and adapt quickly
- Clear verbal and written communication
Education
- Bachelor’s degree in marketing, communications, or related field
Certifications
- Not required
- Preferred: HubSpot Inbound or Google Digital Marketing certification
Preferred Qualifications
- Internship or campus experience in marketing, PR, or digital content
Mid-Level Marketing Specialist
Position Overview
We are hiring a Mid-Level Marketing Specialist to execute multi-channel campaigns, analyze performance, and optimize content and messaging. This role plays a key part in turning strategy into action and supports collaboration between teams and external partners.
Responsibilities
- Manage campaign execution across assigned channels (email, digital ads, social, web)
- Monitor and report on campaign KPIs, conversion rates, and ROI
- Collaborate with design, content, and sales teams to develop deliverables
- Conduct audience segmentation and A/B testing
- Maintain campaign assets and ensure brand consistency
Requirements
Hard skills
- Experience with platforms such as HubSpot, Google Ads, Mailchimp, or WordPress
- Working knowledge of marketing automation and CRM systems
- Strong analytical skills using Google Analytics or similar tools
Soft skills
- Ability to multitask and manage deadlines across projects
- Strong communication and cross-functional collaboration skills
- Creative thinking and attention to detail
Education
- Bachelor’s degree in marketing, business, or communications
Certifications
- Preferred: Google Ads, HubSpot Marketing Software, or Meta Blueprint
Preferred Qualifications
- 2–4 years of experience in a digital or channel-specific marketing role
Senior Marketing Specialist
Position Overview
We’re looking for a Senior Marketing Specialist to lead campaign planning and execution across key marketing channels. This role will own performance goals, collaborate with internal and external teams, and provide insights to guide strategic decisions.
Responsibilities
- Lead the design and rollout of digital and traditional marketing campaigns
- Develop audience segmentation and optimization strategies
- Track and analyze performance data, identifying improvement opportunities
- Manage external vendors, agencies, or freelancers for content and production
- Contribute to strategic planning and marketing roadmap discussions
Requirements
Hard skills
- Advanced proficiency with marketing tools (HubSpot, Salesforce, Google Analytics, PPC platforms)
- Strong understanding of lead gen, content strategy, and funnel optimization
- Ability to analyze data and provide actionable insights
Soft skills
- Leadership and mentorship capability
- Clear, persuasive communication across teams and stakeholders
- Strong project management and prioritization
Education
- Bachelor’s degree in marketing, communications, or related field
Certifications
- Preferred: Google Analytics, Google Ads, or HubSpot certifications
Preferred Qualifications
- 5+ years of experience in marketing execution, strategy, or optimization
Channel Marketing Specialist
Position Overview
We are hiring a Channel Marketing Specialist to drive campaigns and communications through specific distribution or sales channels. This role focuses on partner enablement, channel-specific promotions, and co-branded content initiatives.
Responsibilities
- Plan and execute marketing programs with channel partners or resellers
- Develop sales collateral, toolkits, and co-marketing content
- Monitor partner performance metrics and campaign effectiveness
- Coordinate webinars, events, or outreach tailored to channel audiences
- Ensure brand consistency and compliance with partner guidelines
Requirements
Hard skills
- Familiarity with partner marketing platforms or PRM systems
- Experience with B2B email, webinars, and CRM tools
- Strong content development and messaging skills
Soft skills
- Strong relationship-building and communication with partners
- Detail-oriented with project coordination expertise
- Adaptability to shifting partner needs and priorities
Education
- Bachelor’s in marketing, business, or a related field
Certifications
- Not required
- Preferred: Channel Marketing or Partner Enablement course credentials
Preferred Qualifications
- 3–5 years in partner marketing, B2B campaigns, or sales support
Marketing Operations Specialist
Position Overview
We’re hiring a Marketing Operations Specialist to manage the systems, tools, and processes that power our marketing engine. This role ensures data integrity, process efficiency, and accurate performance tracking across all campaigns.
Responsibilities
- Maintain and optimize marketing automation platforms (e.g., HubSpot, Marketo)
- Oversee campaign workflows, lead routing, and segmentation logic
- Monitor and ensure CRM data accuracy
- Manage tracking, reporting dashboards, and performance attribution
- Identify areas to streamline processes or improve tool usage
Requirements
Hard skills
- Deep understanding of marketing automation and CRM systems
- Familiarity with UTM tracking, data hygiene, and marketing funnel metrics
- Experience building reports and dashboards (e.g., Looker, Tableau)
Soft skills
- Strong analytical mindset and process orientation
- Cross-functional communication skills (with marketing, sales, IT)
- Ability to troubleshoot technical issues and propose scalable solutions
Education
- Bachelor’s in marketing operations, analytics, or business
Certifications
- Preferred: HubSpot Operations Hub, Salesforce Admin, Marketo Specialist
Preferred Qualifications
- 3+ years in a marketing operations, automation, or analytics support role