Think hiring a digital marketing strategist is just about boosting social media posts? Think again. A skilled strategist does far more than schedule updates or design catchy ads. Every ad, blog post, and email campaign must tie back to a clear business goal—like generating qualified leads, converting prospects into customers, or strengthening loyalty among existing clients.
Without a strategist, marketing efforts risk becoming disjointed, reactive, and misaligned with growth goals. With one, organizations can unify messaging, streamline campaigns, and ensure every investment in digital channels pays off. This guide will break down what a digital marketing strategist does, the skills required for success, the career path this role offers, and why it should be considered one of the most important hires for sustainable business growth.
Key Takeaways
- Digital marketing strategists build and lead customized plans that fuel brand growth online.
- Core responsibilities include research, setting measurable goals, and coordinating SEO, PPC, email, and social content.
- Collaboration with creative, technical, and analytics teams keeps campaigns aligned and efficient.
- Essential tools include Google Analytics, SEMrush, Meta Ads Manager, HubSpot, and Mailchimp.
- Top skills include SEO, PPC, email marketing, data analysis, and strong communication.
- Typical education: a bachelor’s in marketing, communications, or business.
- Certifications: Google Digital Garage, HubSpot Content Marketing, Meta Blueprint.
- Salaries range from $42K (entry-level) to $128K+ (senior), depending on role and location.
- Current trends: AI, automation, short-form video, first-party data, and omnichannel strategy.
- Career growth depends on building visibility, showcasing results, and contributing insights.
What Does a Digital Marketing Strategist Do?
At its core, a digital marketing strategist is responsible for connecting every marketing activity to a measurable business outcome. That means examining what’s working, identifying gaps, and building a roadmap that aligns campaigns with brand direction.
Rather than simply managing tactics, strategists guide the bigger picture. They set clear goals—whether it’s higher click-through rates, fewer abandoned carts, or more booked consultations—and ensure every campaign works toward those outcomes.
For a deeper look at the importance of alignment in marketing, explore iProv’s blog on Why Strategy Beats Tactics in Digital Marketing.
Core Responsibilities of a Digital Marketing Strategist
1. Research and Competitive Analysis
A strategist begins by auditing the brand’s current digital footprint—examining the website, social channels, paid ads, email campaigns, and organic rankings. Competitor analysis follows, highlighting strengths, weaknesses, and untapped opportunities.
2. Building a Comprehensive Plan
From that foundation, strategists develop a customized plan. This includes:
- SEO campaigns to improve organic visibility.
- Content marketing to establish authority and build trust.
- Email nurturing to re-engage leads.
- PPC campaigns to drive targeted conversions.
- Social media campaigns to build community and expand reach.
Each element connects to overarching business objectives, ensuring efforts are unified rather than scattered.
3. Channel Integration
Strategists oversee how each channel works together.
- SEO: by targeting keywords aligned with intent.
- PPC: by selecting ads that maximize ROI.
- Email: by designing campaigns that convert at the right stage of the funnel.
Across all channels, success is tracked with metrics like CTR, bounce rate, and conversion data. For businesses looking to understand channel integration further, see iProv’s guide to Building an Omnichannel Marketing Strategy.
4. Collaboration Across Teams
Digital marketing cannot exist in a silo. Strategists coordinate closely with:
- Creative teams to refine tone, branding, and design.
- Technical teams to ensure fast websites and smooth user experiences.
- Analytics teams to monitor performance dashboards and uncover patterns.
By keeping all teams focused on the same objectives, strategists ensure efficiency and consistency.
Essential Skills for a Digital Marketing Strategist
Success as a strategist requires a mix of technical expertise and creative thinking.
Soft Skills
- Clear communication, both written and verbal.
- Team leadership and collaboration.
- Creative problem-solving.
- Adaptability in fast-changing environments.
Hard Skills
- Search engine optimization (SEO).
- Pay-per-click (PPC) campaign management.
- Email campaign creation and automation.
- Social media strategy development.
- Data analysis and reporting.
For more on the intersection of creativity and data in marketing, read iProv’s blog on Balancing Art and Science in Digital Marketing.
Tools Every Digital Marketing Strategist Should Master
The right tools turn insights into measurable results. Key platforms include:
- Google Analytics & GA4 – for tracking site performance.
- SEMrush – for SEO keyword research and audits.
- Meta Ads Manager – for Facebook and Instagram campaigns.
- Google Ads – for search, display, and video advertising.
- HubSpot or Salesforce – for CRM and lead management.
- Mailchimp or Constant Contact – for email marketing.
- Canva or Adobe Express – for quick design needs.
Understanding how to interpret data from these tools is what separates strategists from general marketers. Without clear reporting, campaigns cannot be optimized effectively.
Career Path and Education for Digital Marketing Strategists
Education
Most strategists hold a bachelor’s degree in marketing, communications, or business. These programs build a foundation in consumer behavior, analytics, and campaign management.
Entry-Level Roles
Positions like social media assistant, content writer, or email marketing coordinator provide valuable early experience. Each exposes future strategists to real-world campaign execution and analytics.
Certifications
Credible certifications signal expertise in specific platforms and tactics:
- Google Digital Garage – foundational digital marketing skills.
- HubSpot Content Marketing Certification – content planning and lead nurturing.
- Meta Blueprint – advanced paid social campaigns.
A more advanced strategist may pursue the Digital Marketing Institute’s Strategy and Planning Certification or a master’s in marketing analytics.
For a full breakdown of professional development opportunities, explore iProv’s post on The Best Certifications for Digital Marketing Careers.
Digital Marketing Strategist: Career Growth and Roles
The roles of a digital marketing strategist can range from specialist positions to executive leadership:
- Digital Marketing Specialist – executes tactics across channels.
- SEO Manager – oversees organic visibility.
- Content Strategist – manages content calendars and messaging.
- Digital Marketing Strategist – builds and directs full campaigns.
- Strategy Director or CMO – leads organization-wide marketing efforts.
The path often begins in tactical execution before advancing into strategy, leadership, and executive decision-making.
Salary Expectations for Digital Marketing Strategists
Compensation varies widely depending on experience, location, and industry:
- Entry-level: $42,000–$57,000
- Mid-level: $57,000–$85,500
- Senior-level: $85,500–$128,000+
Industries like healthcare, tech, and e-commerce often offer higher salaries due to the complexity of campaigns and competitive landscapes.
Emerging Trends in Digital Marketing Strategy
The digital landscape shifts rapidly. Strategists must stay current with key trends such as:
- AI and Automation – improving targeting, personalization, and reporting.
- Short-form Video – TikTok, Instagram Reels, and YouTube Shorts continue to dominate.
- First-Party Data – as third-party cookies fade, brands must own their data collection strategies.
- Omnichannel Marketing – aligning every touchpoint for a seamless customer journey.
- Remote & Freelance Strategy Roles – flexible career options are expanding.
For an in-depth look at these shifts, see iProv’s article on The Future of Digital Marketing.
Building Visibility and Credibility as a Digital Marketing Strategist
Success in this role isn’t just about executing campaigns—it’s about demonstrating results.
Building a Portfolio
Strategists should showcase measurable outcomes, such as improved lead generation or reduced ad costs. Each portfolio entry should include:
- The challenge.
- The strategy applied.
- The measurable results.
Personal Branding
Establishing a visible online presence is critical. Strong LinkedIn profiles, thought leadership articles, and consistent posting build authority.
Networking
Joining webinars, LinkedIn groups, and professional forums can lead to long-term partnerships and opportunities.
For additional guidance, see iProv’s insights on How to Build Authority in Digital Marketing.
Final Thoughts
A digital marketing strategist does far more than push out ads or manage content calendars. This role ensures every marketing activity connects to measurable business goals, making strategy the thread that ties creative, technical, and analytical teams together.
For organizations in healthcare, technology, or professional services, investing in a strategist is one of the smartest decisions for long-term growth. By combining technical expertise, data-driven decision-making, and creative leadership, strategists transform digital marketing from a set of disconnected tasks into a revenue-driving machine.
With demand for skilled strategists projected to grow, now is the time for both businesses and aspiring professionals to prioritize strategy over tactics. Schedule a strategy session today and learn how iProv’s digital marketing strategists are right for you.
