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Five key skills for Digital Marketers

By Mike McGrail ​

The ‘glamorous’ world of digital marketing is one that many people fancy a career in, but what key skills should a person looking to forge a pixelated career have in their arsenal?

1 – Writing
Whether it be a brilliant blog post or a terrific tweet, anyone looking to offer their employer or clients a valuable service should have the ability to translate in an impactful manner via the written word. With so many digital platforms available, especially within social media, you need to be able to adapt your writing to suit the platform. From multiple paragraphs to 140 characters, it pays to be flexible. The art of copywriting has never been more important.
Top tip – Start your own personal blog, this gives you a platform to explore your writing style and test things out.

2 – Design skills
The web, and in particular social media, is a visual beast, and people are more and more expecting a high standard of imagery and design when interacting with brands, businesses, etc. online. I’m not saying you need to be a top-notch designer here, but at least be able to resize images for social media platforms and add some nice text, etc. to make them standout or get a message across. Top tip – Give a go, it’ll allow you to resize images and add text and filters.

3 – Adaptability
This is especially important if you’re job hunting! When working in the fast paced world of digital marketing, one day can be very different to the next, and you need to be able to switch your thinking and processes to match that. You may spend a day researching an online audience, which takes a meticulous and planned approach, and the next day you may have to be on your toes and actually communicating in real-time with that audience online – this takes quick thinking and confidence. Adapt or die. Ok, maybe not die, but struggle to progress in your career.

4 – Analytical skills
Digital marketing is the most measurable form of marketing. We have a raft of data at our fingertips, and you have to be able to break that down into the stuff that really matters to your boss or your clients. In most cases, that will be related to leads and sales! Google Analytics should be your best friend. If you can understand the data within it, and how your marketing is affecting that data, you’re on to a winner. There are of course other data points that exist, for example within social media platforms, so try to marry the two together.
Top tip – Check out the free Google Analytics Academy and learn!

5 – Take a wider view
The term ‘digital marketing’ is actually misleading, as I’m not sure it even really exists anymore. I believe that all forms of marketing now have a digital angle to them. The fact is we need to label things and that’s why the term still exists. This means it’s very important that you don’t go out there thinking ‘ I want to be a digital marketer’ – yes, you may want your key focus to be online, as opposed to say, creating outdoor advertising campaigns, but be careful not to get digital tunnel-vision. Have a broad view of the latest trends across marketing and you’ll find you can offer your boss or clients a much rounder service. Also try to keep up with technology – the marketing of the latest technology is one of the most inspiring to keep an eye on. Top tip – Read for a wide view of the world of marketing.

Take these tips on-board and wreak digital awesomeness!


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Head of Marketing for Vodka, Gin and RTDs

Denholm is delighted to be working in partnership with Loch Lomond Group to recruit a passionate, creative and strategically-minded marketing professional to the team. In this newly created role, the Head of Marketing for Vodka, Gin and RTDs will take full ownership for defining the direction the clear spirit brands take.

The role will offer the perfect balance of brand and trade marketing activities. Working with a category leading brand, you will have strong consumer branding knowledge which will allow to translate these brand activations into engaging brand stories and will help recruit the target audience into the brand halo. A strong commercial marketer, you will work with the Sales team to execute key marketing initiatives, ensuring that all brand executions produce a strong ROI through the P&L.

The Head of Vodka, Gin and RTDs is one of the most exciting roles available in the marketplace and will provide a solid platform for an adventurous and thought-provoking market leader to make a big impact in the category.

Head of Whisky Marketing

Denholm are delighted to be working exclusively with Loch Lomond Group; one of the most exciting and fast-growing global spirits companies in the country. To assist with their growth ambitions, they are looking to recruit a commercially astute and strategic marketer to join their team in a newly created role, as Head of Whisky Marketing.

Reporting to the Chief Marketing Officer, the Head of Whisky will create and drive a comprehensive and strategic brand plan including positioning, range architecture and pricing strategy to allow delivery of the business growth ambitions. You will have a background of working with premium spirits and be confident in launching NPD and range extensions across the global marketplace, ensuring alignment to the brand values through promotional toolkits. In addition to a background in brand-building, with the consumer at the heart of global activations, you will have experience of leading brand communications across all platforms including digital, sponsorship, PR and Events.

The Head of Whisky will be a visionary thinker and will bring passion and enthusiasm to the role. You will have the ability to nurture and lead a high performing team to ensure that all strategic plans are translated into commercially successful activations.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


If you’d like to find out more please give us a call or drop us a quick note here and we’ll get right back to you.


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You can give us a call for more information about our Career Transitioning Support or you can simply download more details here.


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