All the Careers in Digital Marketing 2025

One of the questions that we get asked the most is what's the best digital marketing job so if you have a background in digital marketing what role should I go into and to be honest it's kind of a difficult question to answer because the field of digital marketing is so varied it really depends on what your interests and passions are as to which role makes sense for you.

So to illustrate all the different roles available to you as a digital marketer I'm going to do a breakdown of the marketing team to give you an idea of what a modern marketing organization looks like and exactly how you could fit into that organization.

So what I'm going to do is sketch out the marketing organization down on this notepad and I'm going to make a simple split to start with technical marketing and non-technical marketing. Now I think this split is important for understanding but at the same time it's important to know that there are plenty of blurred lines between these splits and some of the non-technical teams definitely have technical expertise and vice versa.

Technical Teams

Let's make a start with the technical teams. I've put technical down here and non-technical over here on the right-hand side.

The first team that I'll start with for the technical marketing is the performance team. Now within the performance team at Marfin for example we have quite a few different roles:

• Paid Digital or Performance Marketing Managers

• SEO Managers

• CRO Managers

• Data Analysts

What unites all of these people is basically a similar approach to the way that they're doing marketing. It's extremely metric-driven and experimentation-driven, where they're trying to work in controlled environments to iteratively improve what they're doing.

If we look first of all at the Performance Marketing Managers, you can also call them PPC Managers as well or Pay-Per-Click Managers, and they're basically managing all the ads that you see distributed through social networks like Facebook and TikTok and also through Google with paid search ads. They're typically the ones with the biggest budgets for marketing, so it could be tens of thousands, hundreds of thousands, or millions every month.

Next up, we have the SEO Manager, who's responsible for optimizing the website so that it's found through search engines like Google. This optimization could be technical (like improving page speed) or content-driven (like doing keyword research to find popular topics that are searched for on the search engines).

Next up, we have the CRO Manager. That stands for Conversion Rate Optimization, and that's basically improving conversion rates from site visit to the generation of a lead or a sales call, for example. This will typically involve lots of testing, whether it's A/B testing, sequential testing, or multivariate testing.

Finally, within the performance team, we have the Data Analyst or Marketing Analyst, and essentially this person is responsible for doing all the legwork around report building around all the reports that are used on a daily basis.

Moving across from the performance team, the next team that we have on the technical side is the operations team (sometimes also called the CRM team). Typically, within the operations team, you have both:

• Marketing Operations Managers (Marketing Ops)

• Sales Operations Managers (Sales Ops)

Marketing Ops is primarily focused on email marketing and nurturing leads from the point of first contact (when they put an email address into a form on a website) all the way through to booking a meeting with sales or purchasing a particular product.

On the other hand, Sales Operations will be helping the sales team with automation and also the rest of the organization with tooling and automation to improve the efficiency of their work.

Finally, both these teams need to be quite technical because they really need to understand how the CRM system (something like HubSpot or Salesforce) works.

The final technical team that I would mark down here is marketing tech. Marketing Tech is where the product, engineering, and marketing teams meet. It's typically a cross-functional team of developers, designers, and a product manager.

To be honest, the Product Manager is often someone with a marketing background who's then gone through career development or a small career change to take on the Product Management role. They are really involved in determining the strategy and execution for that Marketing Tech Team.

So to summarize:

• Performance Team → PPC Managers, SEO, CRO, and Data Analysts

• Operations Team → Marketing Operations and Sales Operations (CRM)

• Marketing Tech → Responsible for marketing infrastructure

Non-Technical Teams

Now let's move over to the non-technical side.

The non-technical side is probably what you think of first when you think of digital marketing or marketing in general. It's all about copywriting, content production, and content distribution.

First, within the non-technical side of marketing, we have the editorial team (also called the content marketing team). This team typically consists of:

• Writers

• Editors

• Content Marketing Managers

Then, moving on to the social team. Social obviously makes you think of social media marketing—posting to different social media platforms like Instagram, TikTok, or Facebook.

Next, we have the creative team. We often talk about the creative team as a kind of in-house agency.

Then, moving over to the final team that we have on this non-technical side, we have the brand team. The brand team can consist of:

• Brand Strategist

• Brand Manager

• Product Marketer

Finally, we have the PR function, which sometimes sits within the brand team but can also sit much closer to C-level and senior leadership.

Final Thoughts

Just to reiterate, even though we've made this split between technical and non-technical, accomplished marketers will have a good mix of both skills.

And this is the most exciting thing about digital marketing—it perfectly merges the creative side with the analytical side, and to be an accomplished marketer, you have to have a really good understanding of both!