Digital marketing professions
The digital marketing and process digitization sectors have been experiencing remarkable growth for several years now. New practices such as online purchasing, telecommuting and the digital transformation of companies are accentuating the need to recruit professionals specialized in digital marketing.
EM Normandie offers a number of specializations in digital transformation management and digital marketing.
These sectors cover a wide variety of professions, including :
- Big Data Consultant
- CRM Project Manager
- Web Project Manager
- Content Manager
- Data Scientist
- Digital Strategy Director
- Growth Hacker
- Product Owner
- Web Marketing Manager
- Traffic Manager
- UX Designer
Big Data Consultant
The Big Data Consultant helps companies leverage and analyze large volumes of data to improve decision-making.
They collect, clean, and prepare the data, then use tools and algorithms to extract strategic insights. They also advise on the best technologies to use and provide solutions tailored to the specific needs of the company.
They are responsible for data management, analysis, security, and communicating results to decision-making teams. Their role is crucial in transforming data into competitive advantages.
Their tasks include:
- Collecting and managing large-scale data.
- Cleaning and preparing data for analysis.
- Analyzing data to extract insights.
- Recommending technological solutions.
- Visualizing results and creating reports.
- Monitoring technological trends.
- Securing data and ensuring regulatory compliance.
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CRM Project Manager
The CRM project manager or CRM consultant implements customer relationship management tools.
These tools enable effective monitoring of customer exchanges.
They are also used to get to know customers better by collecting information on their typology, expectations, purchases made, exchanges with the brand...
The CRM project manager's missions are quite varied, and depend on the company's structure:
- Exploit the Data collected in the CRM tool.
- Analyze customer behavior.
- Segment customers/prospects.
- Define and implement strategies to generate engagement.
- Develop conversion scenarios.
- Implement a loyalty strategy.
DISCOVER THE CAREER OF BAPTISTE ST JAMES, CRM AND DMP CONSULTANT AT INEOX
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Web Project Manager
The web project manager oversees the creation and maintenance of websites.
They coordinate development, design and content teams to guarantee the quality and consistency of projects.
They are responsible for planning, managing resources, meeting deadlines and budgets, and communicating with customers and stakeholders. His role is crucial in ensuring that web projects meet user needs and corporate objectives.
Duties include :
- Managing schedules and resources.
- Budget and cost tracking.
- Quality assurance and testing.
- Communication with customers and stakeholders.
- Coordination of development, design and content teams.
- Risk management and problem solving.
- Project performance monitoring and analysis.
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Content Manager
The Content Manager pilots the content strategy for the company's digital media: website, social networks, relations with influencers...
They get to know their audiences and develop a content strategy in line with their expectations.
The content manager is also involved in the operational side of the business, writing and editing content with the editorial teams and the Community Manager. They have a sound knowledge of the web, marketing, general culture and excellent writing skills.
His/her tasks include :
- Monitor news in the industry.
- Develop a content strategy.
- Create a publication schedule.
- Publish content and handle user feedback (comments, opinions, etc.).
- Generate statistics linked to published content.
- Define actions to improve performance.
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Data Scientist
Data Scientists analyze complex data to help companies make informed decisions.
They use machine learning, statistical and programming techniques to extract valuable information from data.
Working closely with different departments, they ensure that models and analyses meet the company's specific needs.
Duties include :
- Collecting and cleansing data.
- Analyze data to identify trends and insights.
- Build predictive models.
- Visualize data to facilitate understanding.
- Collaborate with other departments to understand their data needs.
- Present results to stakeholders.
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Digital Strategy Director
The Director of Digital Strategy, also known as the Chief Digital Officer (CDO), defines the company's operational and organizational strategy after analyzing the Data at his or her disposal.
He ensures that the data collected is reliable and consistent, so that it can be used effectively to make the right decisions.
The CDO is also responsible for the company's digital transition. He/she steers the digital transformation of all the company's channels, integrating new communication technologies with existing tools.
The CDO's role is highly cross-functional, as it impacts all departments within a company. He coordinates and manages the transformation within these departments.
He or she needs to have a sound knowledge of new information technologies, and the interpersonal skills needed to bring projects to fruition.
His/her main missions are to :
- Analyze the positioning of your company's products and services.
- Understand and evaluate current trends and new user needs.
- Analyze the coherence of the company's digital strategy.
- Define "value creation" axes.
- Design service ranges for customers.
- Supervise marketing teams in charge of project management.
- Plan and coordinate product and/or service implementation phases with sales management.
- Monitor marketing budgets.
- Report and analyze ROI.
DISCOVER THE CAREER OF WILFRIED YVER, MONEY CHIEF OFFICER AT ORANGE
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Growth Hacker
The Growth Hacker is responsible for driving rapid business growth through innovative and often unconventional techniques.
They constantly test, analyze and optimize marketing strategies to maximize growth.
Working with different teams, he ensures that growth initiatives are integrated and effective.
Duties include :
- Identify growth opportunities.
- Design and execute A/B tests.
- Analyze data to understand user behavior.
- Implement retention and acquisition strategies.
- Collaborate with product and marketing teams to improve processes.
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Product Owner
The Product Owner is responsible for defining and managing product development priorities.
He/she ensures that the final product meets user expectations and corporate objectives.
Working closely with the development teams, he or she ensures that functionalities are properly understood and implemented.
Duties include :
- Defining the product vision and roadmap.
- Writing user stories and acceptance criteria.
- Prioritize features and tasks in the backlog.
- Work closely with development teams.
- Ensure continuous communication with stakeholders.
- Validate developed functionalities.
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Web marketing manager
Webmarketers use their expertise in marketing and digital communication tools to promote their brand on the Internet. They develop a strategy to increase traffic to their website and generate conversions: online sales, lead generation, requests for information...
On a day-to-day basis, they act as a bridge between technical, sales and marketing departments to implement an effective strategy for acquiring prospects and building customer loyalty. They generally use a CRM tool to track conversions and analyze the results of their actions.
To increase brand visibility, they use levers such as paid search, banner ads, SMS/email campaigns and social network advertising. Web marketers work in digital marketing agencies or directly for their companies, within a marketing department.
Typical tasks include
- Defining a web acquisition and loyalty strategy.
- Set up elements on the site to capture leads: landing pages, brochure request forms, appointment booking, white papers, etc.
- Manage sales promotion tools: e-mailings, advertising campaigns, banners and media.
- Optimize your site's natural and paid referencing using specific web techniques: SEO, SEA, SMO, SME...
- Manage an advertising budget and optimize promotional costs.
- Report on actions taken.
DISCOVER THE CAREER OF SALIME NASSUR, MARKETING DIRECTOR AT GOOGLE FRANCE
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Traffic Manager
The Traffic Manager optimizes website traffic to maximize visibility and conversions.
They analyze traffic sources and user behavior to improve campaign performance.
Working with different teams, he ensures that traffic generation strategies are effective and consistent.
Tasks include
- Analysis of traffic sources and user behavior.
- Optimization of advertising campaigns.
- KPI monitoring.
- Collaboration with content and design teams to improve page performance.
- Report on traffic performance.
- Implement strategies to increase qualified traffic.
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UX Designer
The UX designer is responsible for optimizing the interface of online platforms, be they mobile applications, e-commerce sites, mobile sites... with the aim of improving the user experience and arousing emotion. To identify the actions to be taken, he relies primarily on the needs expressed by users.
His job is to make the interface as intuitive as possible, by improving its readability and ergonomics, and removing any possible blockages.
To do this, he or she first lists all the criteria for improving access to information, increasing user confidence and boosting conversion rates (sales, contact details, etc.).
This job requires good technical knowledge and analytical skills. It also has a strategic dimension. The UX Designer must have a "business" vision. That's why more and more business schools are offering specialized courses in this field, which requires both technical and commercial skills.
Numerous tools are available to attest to the improvements made by the UX Designer. His role is to measure the results of his actions.
- The various roles of the UX designer include :
- Define user typologies.
- Identify the objectives of the application or web platform.
- Carry out user surveys to identify areas for optimization.
- Create storytelling to generate user buy-in.
- Bring the project into line with the brand's image.
- Create mock-ups for developers.
- Analyze the results of actions taken.
UX Designers mainly work for web agencies, communications agencies or design agencies. They may also work for large corporations or startups.