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Key Responsibilities and Required Skills for Digital Media Coordinator

💰 $ - $

MarketingDigital MediaCommunicationsSocial Media

🎯 Role Definition

The Digital Media Coordinator is responsible for executing day‑to‑day digital content operations and campaign tactics that support broader marketing and communications goals. This role implements social and paid media plans, produces and repurposes creative assets, monitors channel performance, and communicates actionable insights to creative, product and marketing stakeholders. The ideal candidate is equally comfortable writing on‑brand copy, scheduling multi‑platform content, and analyzing metrics to improve reach, engagement and conversion.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Social Media Coordinator / Social Media Specialist
  • Marketing Assistant or Marketing Coordinator
  • Content Creator / Junior Content Producer

Advancement To:

  • Digital Marketing Manager
  • Social Media Manager or Community Manager
  • Content Strategy Manager or Paid Media Specialist

Lateral Moves:

  • Email Marketing Specialist
  • Creative Producer / Video Editor
  • SEO/Content Marketing Specialist

Core Responsibilities

Primary Functions

  • Develop, maintain and execute an integrated content calendar across social, website, email and paid channels, ensuring content aligns with campaign briefs, product launches, seasonal promotions and brand voice.
  • Create, edit and publish native social content (copy, carousels, short‑form video, Stories/Reels) optimized for platform best practices and audience behavior, ensuring accessibility and captioning standards are met.
  • Manage scheduling and delivery of daily and weekly posts across platforms using social scheduling tools (e.g., Sprout Social, Hootsuite, Later), maintaining consistent cadence and addressing real‑time opportunities.
  • Coordinate and produce short‑form video and motion assets for paid and organic campaigns, including storyboards, filming logistics, light editing and delivering final files to specifications for each platform.
  • Implement and optimize paid social campaigns in Meta Ads Manager, TikTok Ads, LinkedIn Campaign Manager and other ad platforms, including audience creation, bid strategies, creative testing and budget pacing.
  • Monitor campaign performance daily and weekly, analyze KPIs (impressions, reach, engagement, CTR, CPC, CPA, conversion rate), and produce clear performance reports that include recommendations for optimization.
  • Work with design and content teams to brief, request and QA creative assets, ensuring on‑brand execution, proper aspect ratios, correct copy and final file naming and delivery to media partners.
  • Conduct keyword research and apply basic on‑page SEO best practices for social captions, blog meta descriptions and website content to improve discoverability and organic traffic.
  • Maintain and tag assets within a digital asset management (DAM) system, ensuring organized metadata, version control and easy retrieval for campaigns and archiving.
  • Support email marketing initiatives by drafting social‑driven copy, selecting assets and coordinating with email teams to ensure consistent messaging and audience segmentation alignment.
  • Execute community management tactics including responding to comments, DMs and mentions in a timely, brand‑appropriate manner and escalating customer issues to customer service or PR as needed.
  • Collaborate with product, e‑commerce and CRM teams to align promotions, landing pages and tracking parameters, ensuring accurate UTM tagging and conversion tracking across channels.
  • Conduct weekly post‑mortems and A/B test analyses to inform creative, targeting and landing page improvements, documenting learnings to scale successful tactics across campaigns.
  • Maintain and troubleshoot third‑party integrations such as social listening tools, link shorteners, tracking pixels, and affiliate platforms to ensure data integrity and timely reporting.
  • Manage relationships with external vendors and influencers, coordinating deliverables, monitoring compliance with brand guidelines and FTC disclosure rules, and tracking performance against KPIs.
  • Optimize on‑site experiences in collaboration with web/UX teams by recommending content updates, headline tests, and landing page copy variations to improve conversion funnels.
  • Prepare executive and stakeholder reports that translate performance data into strategic recommendations, prioritizing impact-based initiatives and resource requests.
  • Support media buying by reconciling spend reports, tracking budgets across channels, and flagging pacing issues or opportunities to reallocate budget to higher‑performing tactics.
  • Ensure all published content complies with copyright, brand and legal approvals, and maintain an approvals log to speed time‑to‑publish for recurring campaigns.
  • Stay current on digital platform changes, emerging social formats, and creative trends; pilot new tactics such as interactive stickers, shoppable posts, or augmented reality lenses to uncover growth opportunities.
  • Maintain a repository of audience insights, personas and creative test results to inform campaign briefs and help the team scale what works across markets and segments.
  • Train and support junior team members or interns on scheduling tools, content best practices, creative QA and basic analytics to build team capability and consistency.

Secondary Functions

  • Support ad‑hoc reporting requests and exploratory analysis to answer questions about audience behavior, channel attribution and campaign lift.
  • Contribute to the digital media strategy by surfacing channel trends, content performance insights and experimental test hypotheses for quarterly planning.
  • Collaborate with external agencies and freelancers to translate marketing objectives into executional briefs and to manage delivery timelines and quality standards.
  • Participate in cross‑functional planning meetings (product launches, PR, events) to ensure digital amplification and alignment with broader marketing calendars.
  • Maintain and improve tagging and measurement frameworks (UTM structure, pixel health, GA4 events) to ensure clean downstream reporting and attribution.
  • Assist with influencer outreach and contract coordination, including sending briefings, tracking assets and consolidating performance metrics post‑campaign.
  • Help manage creative budgets for small production shoots, licensing costs and content amplification spend while keeping procurement and finance informed.
  • Support crisis communications by rapidly coordinating social message adjustments, holding statements and stakeholder approvals when issues arise.

Required Skills & Competencies

Hard Skills (Technical)

  • Social platform fluency: advanced practical experience managing content and ads on Facebook/Meta, Instagram, TikTok, X (Twitter), LinkedIn and Pinterest.
  • Paid media execution: hands‑on experience with Meta Ads Manager, TikTok Ads, LinkedIn Campaign Manager, and familiarity with ad buying concepts (CPM, CPC, CPA, ROAS).
  • Analytics & reporting: Google Analytics 4, platform native insights, and spreadsheet proficiency (Excel, Google Sheets) for data manipulation, pivot tables and weekly dashboards.
  • Creative production basics: competency in Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro) or equivalent tools, and practical knowledge of mobile editing apps for short‑form video.
  • Content management systems: experience publishing and updating content in WordPress, Shopify or equivalent CMS, including basic HTML/CSS troubleshooting.
  • Email & CRM tools: exposure to Mailchimp, Klaviyo, HubSpot or similar platforms and experience aligning email and social campaigns.
  • SEO fundamentals: keyword research, on‑page optimization and content recommendations to support organic discovery and cross‑channel growth.
  • Tracking and measurement: experience implementing and validating tracking pixels, UTMs, conversion events and integrating with analytics platforms (GA4, Tag Manager).
  • Tools & workflow: familiarity with scheduling and project management tools such as Sprout Social, Hootsuite, Later, Asana, Trello or Monday.com.
  • Digital asset management: experience organizing assets in a DAM or cloud storage with strong file naming conventions, metadata and version control.
  • A/B testing & conversion rate optimization: basic understanding of experiment design and interpreting test results to influence creative and landing page decisions.
  • Paid/organic synergy: ability to plan content that supports both organic storytelling and paid campaign objectives, optimizing for creative reuse.

Soft Skills

  • Strong written and verbal communication with the ability to craft on‑brand, audience‑appropriate copy and articulate performance narratives to stakeholders.
  • Creative problem solving and a bias for testing—comfortable proposing experiments, learning quickly from failures, and iterating on winners.
  • Time management and organization with demonstrated ability to manage multiple campaigns, deadlines and asset requests in a fast‑paced environment.
  • Attention to detail for QA’ing creative assets, links, tags and post copy to avoid costly mistakes in live campaigns.
  • Collaborative team player who can influence cross‑functional partners (design, product, e‑commerce, legal) and translate business goals into digital tactics.
  • Analytical mindset with comfort using data to make decisions and prioritizing work based on impact and ROI.
  • Adaptability to evolving platform features, changing briefs and operational shifts while maintaining campaign quality.
  • Brand stewardship and judgment, ensuring all content reflects company values and maintains consistent tone across channels.
  • Stakeholder management and client service orientation—able to synthesize feedback, negotiate timelines and manage expectations.
  • Project coordination and vendor management experience: able to lead external contributors to deliver on time and within scope.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree (or equivalent experience) in Marketing, Communications, Journalism, Digital Media, Advertising or related field.

Preferred Education:

  • Bachelor’s degree plus professional certifications in digital marketing, Google Analytics, Meta Blueprint, or a relevant graduate degree for senior roles.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Digital Media / Multimedia Production
  • Journalism
  • Advertising
  • Business or E‑commerce

Experience Requirements

Typical Experience Range:

  • 2–4 years of hands‑on experience in social media, digital content production or paid media execution (in‑house or agency).

Preferred:

  • 3–5 years of experience with a demonstrated track record of running organic and paid campaigns, experience in an agency or brand environment, and experience with e‑commerce or product launches preferred.
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