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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 picmonkey.com 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 adweek.com for a wide view of the world of marketing.

Take these tips on-board and wreak digital awesomeness!

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As well as working in close collaboration with our clients, and the online marketplaces, we are active members of groups that have been established to combat illicit trade. These include the Scottish Anti-Illicit Trade Group, the European Intellectual Property Office, The Scottish Business Resilience Centre, the Anti-Counterfeiting Group, and the China Britain Business Council. Members of our senior management sit on the boards of ACID (Anti-Copying in Design), the Scottish Ministerial Trade Board, and the European Union Intellectual Property Office’s Observatory Panel for SMEs, amongst others.

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JOB TITLE

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.

Sponsorship & Events Manager

The Loch Lomond Group are seeking a commercially-savvy Sponsorship and Events Manager to join the marketing team.

You will be responsible for developing Loch Lomond Group's sponsorship and events strategy and delivering a program of activities and partnerships that will support the business growth ambitions. Other responsibilities include managing renewals and negotiations, overseeing communication with sponsors as well as aligning business and market needs.

The Sponsorship & Events Manager is a key role in the business. We are looking for a dynamic, entrepreneurial and driven professional who has an understanding of how to build brand advocacy through sponsorship and events. You will ideally come from a marketing and sponsorship background in spirits or have a passion and understanding of the category and its nuances.

This is an incredible role and an exciting time to join one of the most talked about spirits companies in the marketplace. If you think you have the magic that they are looking for, get in touch today!

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Digital Channel
Development Manager

Communication Lead

We’re a passionate and professional team who thrive in issue-rich environment and we’re looking to add a Communication Lead to our fast-growing team. You’ll be a trusted advisor to clients across several sectors in all aspects of communication, external affairs, marketing and issues management. Coming from an agency or consultancy environment, at Account Director level or above, you’ll report directly to the Managing Director and be responsible for a small and busy multi-disciplinary team. You’ll have first-class project management skills, be solutions-driven and excellent commercial acumen too. Alongside the senior team, you’ll work to drive the strategic growth of Aspect.

Your core duties will include:

  • Working with the MD to develop and deliver growth strategies 
  • Attracting and retaining profitable clients across a range of sectors 
  • Leading the creation and execution of strategic communication programmes
  • Inspiring, leading and developing multi-disciplinary teams
  • Developing strong relationships with clients, colleagues and associates
  • Producing high quality pitches and proposals to secure new business 
  • Curating, nurturing and managing a team of talented associates.

You’ll be a skilled communicator, interested and knowledgeable about the key issues shaping the external environment. In addition, to be considered for this role, you must be able to demonstrate:

  • 7+ years of senior leadership experience within an agency or consultancy
  • Experience in Energy, Renewables, Financial Services or Life Sciences would be very desirable
  • Outstanding writing skills and the ability to engage and excite an audience
  • An impressive track record of client attraction, retention and growth 
  • The ability to thrive fast-paced environment managing multiple projects simultaneously
  • Strong influencing and leadership skills to motivate and inspire those around you
  • Excellent planning, evaluation and project management skills
  • To develop new processes, systems and ways of working to drive performance

Our Environment

We deliver purpose-driven work from an extremely welcoming environment near the City Centre. We actively encourage the responsible use of resources, from using public transport to reuse, recycling, and, of course, a minimal impact office environment. We have benefited from the advice of the Energy Saving Trust and Resource Efficient Scotland. Our waste contractor also provides us with a monthly report on volumes and types of material and the carbon emissions avoided through recycling.

Over 80% of our employees can walk or cycle to The Lair and, pre-pandemic, 10% were using public transport as their normal daily commuting mode. Without doubt, online meetings will replace considerable miles, going forward, saving resources, time and energy. Where possible, when possible, the train remains our preferred option. 

Communication Advisors

We’re a passionate and professional team who thrive in issue-rich environment and we’re looking for Senior Communication Advisors, Communications Advisors and Communications Executives to join their fast-growing team. 

You’ll have previous agency experience at Senior Account Manager or Account Manager level and be passionate about delivering excellent results for clients. You might be a specialist in PR and media relations who produces compelling editorial content across a range of topics and sectors or you might be a public affairs expert who understands the policy landscape and helps clients build influential relationships. Whatever your specialism, you’ll be an excellent writer, full of creative ideas, with proven client management experience and the ability to provide expert advice our clients.

Your key duties will include:

  • Supporting the key account lead with day-to-day client liaison, providing strategic counsel on day-to-day account matters when required
  • Active involvement in planning and delivering global PR, marketing and digital campaigns
  • Managing content programmes, including mapping out content themes, spotting industry trends and story angles, writing copy when required which may include opinion articles, web and social
  • Building strong media relationships, creating pitches based on your story ideas and delivering content in-to suit the client’s target media and securing opportunities
  • Planning and running client’s social media programmes, and management of their channels
  • Continuously identifying opportunities to grow brand awareness and profile our client’s businesses within their target sector through events, webinars, thought leadership
  • Producing comprehensive and timely reports on client activity 
  • Supporting in the development of client proposals to help grow or win parts of the business


In addition, to be considered for this role, you must be able to demonstrate:

  • Proven background in account handling and direct client liaison – 4 years’ minimum
  • Experience in an agency setting focusing on B2B communication or PR
  • Strong communications skills, verbal and written
  • A background in delivering creative, digitally led B2B communications such as LinkedIn campaigns
  • An innate understanding of earned media, with the ability to create stories and generate coverage across traditional media, digital and social
  • Experience working on content management programmes, with an awareness of the changing way business audiences consume information and an appreciation of search, paid and wider customer marketing activity, and how it all fits together
  • A history of working with clients in a variety of sectors is welcomed but experience in the tech and energy industries is advantageous.

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Our Purpose

Our aim is to combat illicit online trade by identifying and removing counterfeits for sale. Counterfeits not only damage brands, their reputations, and revenues, but can cause significant harm to the end customer – whether as a fake toy or a fake medicine – and the consequences can be life threatening.

Counterfeiting is a significant economic and social issue.

The OECD reports that counterfeit and fake goods make up more than 3.3% of the world’s global trade. Those involved in the trade of counterfeits have been linked to people trafficking, prostitution, and drug dealing.

As such, reducing illicit trade is about much more than brand protection but also about human rights, safety, and social equity.

And this is what we do, every day.

Our People

Our people are our most important asset, and their mental well-being and happiness are core to our success. We love our diverse workforce, actively embrace flexible working (even pre-pandemic!) and encourage a healthy work-life balance. We have been recognised as one of the most diverse SME workplaces in the UK and are holders of the Scottish Business Pledge which exists to promote a fairer Scotland. We have also just been included in the 2021 Culture Leaders Top 25 – an accolade of which we are very proud!

We are a fully inclusive and nurturing employer and, despite being in tech, the majority of our team are women, leading to accolades in the Computing Magazine Women in IT Awards and the Amazon Growing Business Awards. We currently represent 15 nationalities and speak 20 languages. Age is no barrier, and we recruit for attitude, providing and encouraging appropriate learning and training for each and every role.

We are also proud members of IP Inclusive, a network of professionals working to make the intellectual property industry more diverse.

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