Which people do you need as manager for successful digital marketing activity including content marketing processes? Find here team roles, main responsibilities, salaries.

1. OF DIGITAL MARKETING DEPARTMENT
Team roles and responsibilities

2. Head of DM Department
• Lead the department and business process management
• Marketing strategy development: positioning, targeting, buyer persona and so on
(or participation in the process).
• Manage and control of SEO processes and PPC advertising, efficiency analysis
• Content marketing:
• Participation in post plan creation and implementation control
• Approve content, which is ready for publishing
• External places for (articles) posting approval
• Efficiency analysis
• Email marketing:
• Approve content for email messages
• Approve recipients of letters
• Approve topics and dates of mailings
• Efficiency analysis
• SMM:
• Control of the posting process according to subject and quality requirements
• Control of the posting frequency according to editorial calendar
• Control of feedback quality (likes, shares, comments)
• Efficiency analysis

3. SEO Manager
• Keyword research
• Websites administration, posting of content
• On-page SEO optimization
• Participation in development of linkbuilding strategy
• Linkbuilding budgeting
• TOP-10 ranking planning
• Ranking tracking
• Analyse traffic
• Conversion settings set-up and aiming
• Eliminate technical issues (CMS, html)
• Analyse usability
• Conduct SEO experiments

4. Linkbuilder
• Develop effective linkbuilding strategy
• Find new backlink donors (trusted sites with similar topics)
• Develop and actualize linkbuilding check-list
• Create anchor-lists
• Link-exchange managing
• Backlink statement tracking
• Website pages linking, participation in content creation for the sites

5. SMM Manager
• Register and complete information fulfillment of Social Media profiles
• Posting, sharing, notifications about news in blogs
• Create and develop public groups, increase amount of followers (including
development of promo actions)
• Manage Ads (post boosting, page promotion and so on), budget optimization
• Comment (answers, all kind of reaction, initiation of discussions “trolling” as
well), find new topics for further content
• Search public groups with similar subject, post and comment
• Analyse posts’ popularity and level of engagement
• SM advertising management, including efficiency analysis
• Develop motivation actions to follow the community or signup for newsfeed
• Organize opinion pools
• Comment on personal pages of members of community

6. PPC manager
• Keyword research
• Campaign creation, ads creation according to serch engine rules
• Extraction of non-relevant requests
• Budget optimization
• Similar campaign comparison, experimentation
• Analytics setting (connecting Google Adwords and Analytics)
• Reporting

7. Email-Marketing Manager
• Develop email-marketing strategy
• Choose the mailing technology and service
• Create and manage database of emails, recipients segmentation
• Write content and design messages
• Develop a personalization strategy
• Automation of mailings according to posting schedule
• Track and analyze efficiency of email marketing campaigns
• Create message templates

8. Designer
• Create, prepare, adapt graphics for websites (photo of products or services,
icons, images, schemes and so on)
• Adapt images for social media
• Search and prepare pictures for the posts
• Infographics development
• Presentation development
• Landing pages mockups development
• Email messages templates development
• POSm development

9. Writer
• Develop editorial calendar and posting schedule
• Topics prioritization for further content generation and posting
• Article writing and editing
• Manage copywriters’ work (fulltime and freelancers)
• SEO optimization of articles (adding of keywords, defined by SEO manager)
• Illustrations adaptation
• Proofreading
• Approve posting in social media
• Article SEO analyzing (uniqueness, keyword density and so on)
• Write meta tags (title, description, headings H1, H2)

10. Journalist
• Collect and analyze information for defined topics: research of Internet
resources, visiting of exhibitions, meeting experts and target audience
representatives.
• Creating of unique content: articles, reviews, comparisons, life-hacks, analytical
reports, news and press-releases, interviews, scenarios and other.
• Take part in discussions about published material, comments, feedback and
answers for questions.
• Reach level of expert within the subject, which will allow consulting potential
clients from current communication channel.

11. Approximate salary budget for Digital
Marketing per month in Ukraine (for
start of 2016)
# Team member Salary, $
1 Head of Digital Marketing 1 400,0
2 SEO Manager 800,0
3 SMM Manager 500,0
4 PPC Manager 300,0
5 Email-Marketing Manager 300,0
6 Designer 600,0
7 Writer 400,0
8 Journalist 300,0
Total 4 600,0