Digital Marketer
Also known as: Online Marketing Specialist · Performance Marketer
Manages digital channels and advertising budgets, optimises campaigns on measurable results and reports on cost per lead or per sale.
The digital marketer works on performance and spends the day in advertising platforms, analytics and conversion data. Unlike the content marketer or brand manager, this role is judged on measurable channel performance rather than brand building. Selection often only checks platform familiarity, while the real differentiator is understanding attribution and being able to justify why a budget shift is defensible.
Competencies to measure
These are the behavioural and ability constructs in this profile. Each one shows which hrmforce questionnaire measures it.
| Competencies to measure | Target level | hrmforce instrument | Assessment method | Behavioural anchor at target level |
|---|---|---|---|---|
| Creative thinking Competency (50-framework): Creativity | N4 | Big Fifty, Competency Check | Personality questionnaire | Puts several unusual solution directions side by side for a stuck problem and works out the most promising direction further. |
| external awareness Competency (50-framework): Environmental Awareness | N3 | Big Fifty, Competency Check | Structured interview | Follows sources outside the organisation systematically and uses those signals when adjusting working methods within the team. |
| Flexibility Competency (50-framework): Flexibility | N3 | Big Fifty, 15PF, Competency Check | Personality questionnaire | Revises the approach independently when the request changes, keeps stakeholders informed and still delivers the result within the boundaries. |
Short profile
The ten heaviest skills in this profile. The full profile with every skill, behavioural anchor and assessment method is in the download.
| T | Skill | Target level | Weight | Knockout | Assessment method |
|---|---|---|---|---|---|
| V | Written expression | N4 | 5 | yes | Work sample test |
| V | Content creation for target audiences | N4 | 5 | yes | Portfolio or evidence |
| V | Content marketing | N4 | 5 | yes | Portfolio or evidence |
| T | Managing digital advertising campaigns | N4 | 5 | yes | Work sample test |
| V | Marketing analytics and attribution | N4 | 5 | yes | Work sample test |
| G | Creative thinking | N4 | 4 | no | Personality questionnaire |
| V | Editing and plain language | N4 | 4 | no | Work sample test |
| V | Storytelling | N4 | 4 | no | Simulation |
| V | Data analysis | N4 | 4 | no | Work sample test |
| T | Email and marketing automation | N4 | 4 | no | Work sample test |
See all 23 skills in the full profile
Assessment instruments for this job
Work sample test
Representative work sample under standardized conditions
Portfolio
Evaluation of prior work against fixed criteria
Competency Check
Behavioral-Level Competency Assessment
Knowledge test (client-specific)
Professional knowledge test, customized for each client
Big Fifty
Personality questionnaire, 150 items, 25 factors
360 Feedback
Multiple assessments based on behavioral anchors
Ability Scan
Aptitude Test: Verbal, Numerical, and Abstract Reasoning Skills
15PF
Personality Profile, a shorter alternative to the Big Fifty
Comparable jobs
26 skills in the profile · senior
Marketer24 skills in the profile · medior
Content Marketer23 skills in the profile · medior
Communications Adviser23 skills in the profile · medior
Communications Officer24 skills in the profile · junior
Campaign Manager25 skills in the profile · medior
Social Media Manager23 skills in the profile · medior
SEO Specialist23 skills in the profile · medior