Quick answer: A digital marketing executive plans and runs a company’s online marketing day to day: social media, email campaigns, website content, SEO, paid ads and reporting. It is usually an entry-level to mid-level role in the UK, often the next step after an apprenticeship or graduate job. The most useful skills are clear writing, basic data analysis, and hands-on knowledge of tools such as Google Analytics, Meta Ads Manager and an email platform.
What does a digital marketing executive do?
The exact job depends on the company size. In a small business you might do a bit of everything. In a larger team you may focus on one or two channels. Typical tasks include:
- Planning and scheduling social media posts, and replying to comments.
- Writing and sending email newsletters and automated email journeys.
- Updating website pages and blog posts, with basic on-page SEO.
- Setting up and monitoring paid campaigns on Google and Meta.
- Pulling weekly or monthly reports on traffic, leads and sales.
- Briefing designers, writers or agencies, and checking their work.
- Researching competitors and suggesting new campaign ideas.
The skills you need
Core skills
- Writing: clear, persuasive copy for ads, emails and web pages.
- Analytics: reading data in Google Analytics 4 and turning it into simple recommendations.
- SEO basics: keyword research, page titles, internal links. See our guide to keyword research.
- Paid advertising: how audiences, budgets and bidding work. Start with how Facebook ads work.
- Organisation: managing several campaigns and deadlines at once.
Tools employers often ask for
| Area | Common tools |
|---|---|
| Analytics | Google Analytics 4, Google Search Console, Looker Studio |
| Advertising | Google Ads, Meta Ads Manager, LinkedIn Campaign Manager |
| Mailchimp, Klaviyo, HubSpot | |
| Social | Meta Business Suite, Hootsuite, Buffer |
| Website | WordPress, Shopify, an SEO plugin such as Yoast or Rank Math |
| Design | Canva, basic Adobe skills |
Soft skills
Curiosity, being comfortable with feedback, and explaining results simply to people who are not marketers. Employers often value these as much as tool knowledge.
How to become a digital marketing executive in the UK
- Learn the basics for free. Google Skillshop, Meta Blueprint and HubSpot Academy all offer free courses and certificates.
- Get practical experience. Run social media for a local charity, a friend’s business, or your own blog. Real results beat certificates.
- Consider an apprenticeship. A Level 3 or Level 4 digital marketing apprenticeship lets you earn while you learn. See our guide to digital marketing apprenticeships in London.
- Build a simple portfolio. A few one-page case studies: the goal, what you did, and the result.
- Tailor your CV. Put numbers on your achievements, such as “grew Instagram followers by 40% in three months”. Our CV guide shows how.
Career path and progression
A common route is: marketing assistant or apprentice → digital marketing executive → senior executive or specialist (for example SEO, paid media or email) → digital marketing manager → head of digital. Some executives move into agency roles, freelancing, or strategy. Read more about the next step up in our guide to becoming a digital marketing strategist.
Pay varies a lot by location, company size and experience, with London roles usually paying more. Check current listings on job boards for up-to-date salary ranges in your area.
Frequently asked questions
Do I need a degree?
No. Many employers accept apprenticeships, certificates and a strong portfolio instead of a degree.
Is digital marketing executive an entry-level job?
It can be. Some roles are open to graduates and career changers, while others expect a year or two of experience.
Can I work remotely?
Many UK roles are hybrid, with some fully remote. Agencies and tech companies tend to be the most flexible.
