What Are the Different Career Paths for a Digital Marketer?
Which digital marketing career path will you choose?
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Introduction
Here’s something you might not know: digital marketing careers are way more diverse than you think. Digital marketing is not just about posting on social media. It covers many roles that mix creativity with data skills. Whether you are a university student or a recent graduate, this field offers a chance to build a rewarding career.
In this article, I look at different career paths, emerging roles, and what you need to get started. I'll also answer common questions about education, certifications (more on the best free certifications), and salaries.
Digital marketing uses online channels like websites, social media, email, and search engines to promote brands, products, or services. Nearly every business needs a strong online presence today.
This need has made digital marketing a popular and growing field. Many students and recent graduates find it a practical career choice. The field is fast-moving, with new tools and trends always emerging. This article covers various roles, from SEO specialists to email marketing specialists, to digital marketing managers.
You'll learn about the skills required, the certifications that can boost your resume, and the salary ranges you might expect in Canada. The goal is to give you a clear view of what each career path involves so you can choose one that fits your skills and interests.
Common Digital Marketing Career Paths
Below are some of the main roles in digital marketing in 2025 and beyond. Each section explains what the job involves, along with key skills, certifications, essential tools, and typical salary ranges in Canada.
SEO Specialist
SEO specialists execute an SEO strategy. They work to improve website rankings on search engines by making sites easier for search engines to understand. They conduct keyword research and analyze data to guide optimization efforts. Their work includes technical audits, link-building, and staying updated on search engine trends like voice search optimization. (learn more in this article) This role is vital for driving organic traffic and requires both analytical and technical skills.
| Category | Details |
|---|---|
| Skills |
Keyword research Data analysis Technical SEO Link-building |
| Free Certifications |
Google Analytics SEMrush Certification HubSpot SEO Certification |
| Tools |
Google Analytics SEMrush Ahrefs Moz Google Search Console |
| Salary Range | Typically between CAD $60,000 and $80,000 per year |
Social Media Manager
Social media managers execute social media marketing strategies and build a brand's presence on platforms like Facebook, Instagram, LinkedIn, and TikTok. These strategies are designed to listen and engage the audience to build a community. (You can learn more about how to use social listening in this article) Their responsibilities include planning posts, monitoring conversations, and analyzing engagement data. This role requires creativity, excellent writing skills, and an understanding of platform-specific trends.
| Category | Details |
|---|---|
| Skills |
Content strategy Writing Community building Analytics |
| Free Certifications |
Meta Certified Digital Marketing Associate Hootsuite Social Marketing Certification |
| Tools |
Hootsuite Buffer Sprout Social Canva |
| Salary Range | Usually between CAD $45,000 and $80,000 per year |
Content Marketer
Content marketers are responsible for creating engaging content that attracts and retains customers. They write blog posts, articles, scripts for videos, and social media updates that align with a brand’s content strategy. Their role involves planning content calendars, researching topics, and optimizing content for SEO. This job requires strong writing skills, creativity, and a good grasp of digital trends.
| Category | Details |
|---|---|
| Skills |
Copywriting Storytelling SEO basics Strategy development |
| Free Certifications | HubSpot Content Marketing Certification |
| Tools |
CMS Platforms (WordPress, Drupal, Joomla, Squarespace, etc.) BuzzSumo Grammarly Canva |
| Salary Range | Typically between CAD $60,000 and $90,000 per year |
Paid Ads Specialist
Paid ads specialists execute and manage paid ads strategy on online advertising campaigns on platforms like Google and Meta (Facebook and Google). They set up, monitor, and optimize PPC campaigns to maximize return on investment. This role requires careful budget management, data analysis, and constant testing of different ad formats. It is ideal for those who enjoy working with numbers and creative ad design.
| Category | Details |
|---|---|
| Skills |
Paid Per Click (PPC) strategy Budget management A/B testing Analytics |
| Free Certifications |
Google Ads Certification Meta Certified Media Buying Professional |
| Tools |
Google Ads Meta Ads Manager Microsoft Advertising |
| Salary Range | Generally between CAD $50,000 and $85,000 per year |
Email Marketing Specialist
Email marketing specialists design and execute email campaigns to nurture leads and boost revenue. They craft compelling messages, segment audiences, and test different email formats to see what works best for deliverability, engagement, and conversion. Their work involves monitoring open rates, click-through rates, and conversions to optimize campaigns. This role blends creative writing with analytical skills to deliver measurable results.
| Category | Details |
|---|---|
| Skills |
Copywriting CRM proficiency Audience segmentation A/B testing |
| Free Certifications |
MailChimp Certification Klaviyo Certification HubSpot Email Marketing Certification |
| Tools |
MailChimp Klaviyo HubSpot SendGrid |
| Salary Range | Typically between CAD $45,000 and $75,000 per year |
Digital Marketing Analyst
Digital marketing analysts use data to guide marketing decisions and improve campaign performance. They track key performance indicators and create detailed reports to provide insights for optimizing marketing efforts. Their work involves analyzing trends, using tools like Google Analytics, and presenting findings in a clear, actionable format. This role is critical for making data-driven decisions in marketing strategies.
| Category | Details |
|---|---|
| Skills |
Data analysis Reporting Data visualization Statistical analysis |
| Free Certifications |
Google Analytics Individual Qualification Adobe Analytics Certification |
| Tools |
Google Analytics Adobe Analytics Tableau PowerBI Excel |
| Salary Range | Usually between CAD $55,000 and $90,000 per year |
Influencer Marketing Specialist
Influencer marketing specialists build and manage relationships with social media influencers to promote brands. They identify influencers who match the brand’s values and negotiate the terms of collaborations. Their work includes planning influencer campaigns, tracking campaign performance, and adjusting strategies based on results. This role requires excellent communication skills and strong relationship management.
| Category | Details |
|---|---|
| Skills |
Relationship management Social media expertise Negotiation |
| Free Certifications |
Influencer Marketing Hub Certification Hootsuite Social Marketing Certification |
| Tools |
Social media platforms Influencer outreach tools |
| Salary Range | Often between CAD $50,000 and $90,000 per year |
Conversion Rate Optimization (CRO) Specialist
CRO specialists focus on turning website visitors into customers through testing and data analysis. They run experiments like A/B tests to determine which changes improve conversion rates. Their work involves understanding user behavior and making data-driven adjustments to enhance user experience. This role requires a mix of technical skills and creative problem-solving.
| Category | Details |
|---|---|
| Skills |
UX/UI understanding A/B testing Data analysis |
| Free Certifications |
CXL Conversion Optimization Certification Optimizely Certification |
| Tools |
Google Optimize Optimizely Instapage Hotjar Crazy Egg |
| Salary Range | Typically between CAD $55,000 and $90,000 per year |
Digital PR Specialist
Digital PR specialists manage a brand’s online reputation by securing positive coverage and building relationships with media outlets. They write press releases, pitch stories, and manage outreach efforts to boost a brand's credibility. Their work also involves monitoring online mentions and handling crisis communications when necessary. This role blends excellent writing skills with strategic outreach and relationship building.
| Category | Details |
|---|---|
| Skills |
Outreach Writing Reputation management |
| Free Certifications |
HubSpot Digital PR Certification PR Council Certifications |
| Tools |
PR management software Media databases Social media tools (Hootsuite, Buffer, Sprout Social, etc.) |
| Salary Range | Generally between CAD $50,000 and $85,000 per year |
Digital Marketing Manager
Digital marketing managers set the digital marketing strategy, oversee campaigns across various channels, and lead teams to meet marketing objectives. They set strategies & tactics, allocate budgets, and ensure that marketing efforts directly connect to revenue outcomes. Their role involves coordinating with the different specialists above, monitoring campaign performance, and making strategic adjustments as needed. This leadership position requires strong project management, strategic planning skills, and an understanding of the complexities of the roles that report to them.
| Category | Details |
|---|---|
| Skills |
Leadership Project management Strategic planning Budgeting Analytics |
| Certifications |
HubSpot Digital Marketing Certification Digital Marketing Institute (DMI) Certification |
| Tools |
PowerPoint Excel HubSpot Trello Asana Google Analytics Hootsuite MailChimp |
| Salary Range | Around CAD $90,000 to $120,000 per year |
Entry Level Digital Marketing Jobs
For beginners, the best way to learn is to start small. Consider roles like an SEO assistant or content coordinator. Working on your own website, blog, or social media channel can also build your skills. Building a portfolio can set you apart from other candidates (learn how you can build one). Internships and hands-on projects are valuable too. Many experts stress that real-world experience matters more than a degree in this field.
Remote Digital Marketing Jobs
Remote work is common in digital marketing. All of the roles that are listed above can be done from anywhere. This flexibility lets you work for companies around the world. Remote jobs offer a chance to work with different clients and industries, and they help you build a global network.
Look for organizations that are hiring remote workers for these roles, or reach out to people on LinkedIn who have these job titles to get more information on what the job is like.
Platforms like Coursera and LinkedIn offer many remote learning opportunities to help you improve your skills.
FAQs
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A degree in marketing or communications can help, but practical experience is more important. Employers value hands-on skills. Start your own website, build your own social media community, or try your hand at building an email marketing list. This is the best way to learn and get your foot in the door.
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Certifications like Google Analytics, HubSpot Digital Marketing, and Facebook’s Meta certifications boost your resume. They show you have the necessary technical skills. I have a full article on free certifications that you can check out.
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Salary depends on the role and experience. Entry-level positions start lower, while roles like digital marketing managers can earn six figures. For instance, SEO specialists may earn between CAD $40,000 and $80,000 per year, while managers often earn between CAD $90,000 and $120,000 per year. Even more senior specialized roles like amazon ecommerce manager can command salaries for $150,000 - $220,000 in Canada.
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Start by learning basic skills through online courses or internships. Build a portfolio that shows your work. Look for entry level digital marketing jobs like SEO assistant or content coordinator to gain experience.
Conclusion
Digital marketing offers many career paths. From SEO specialists to digital marketing managers, each role has its own tasks and opportunities. Explore the options to find the one that fits you best. Keep learning and build real-world experience. Digital marketing is a field full of rewards for those who work hard and stay curious.
If you have ever actually had a digital marketing job, you will understand quickly that most of us are being asked to do two or even three jobs at once. Great teams that want to scale need to have a proper team, so keep building your skills, and you will find yourself in one of these roles.
