A digital marketing professional plans, runs, and measures a company’s promotional activity across online channels: search engines, social media, email, and paid ads. The work blends creative output, like writing and campaign ideas, with analytical work, like tracking performance and adjusting spend.

Today, the role also extends to AI-assisted marketing, AI search, and generative engine optimization (GEO), as brands increasingly need their content to be visible across traditional search engines and AI-powered platforms.

This guide covers the duties, skills, and background details to include in your next digital marketing job description, three ready-to-post sample JDs for different Indian business types, and a salary benchmark by city tier.

If you’re creating JDs for other roles, you can also use our job description template as a starting point.

Digital Marketing: Job Duties and Responsibilities

The exact mix varies by company size and industry, but most digital marketing roles in India cover:

  • Planning and running campaigns across search, social media, and email
  • Writing and publishing content: blog posts, ad copy, social captions, email newsletters
  • Managing paid advertising budgets on Google Ads and Meta Ads Manager
  • Conducting keyword research and basic on-page SEO
  • Tracking campaign performance using Google Analytics and Search Console
  • Coordinating with designers or developers to launch pages and creative assets
  • Reporting results and recommending budget or strategy changes
  • Optimizing content for AI search and answer engines (GEO)
  • Using AI tools for content research, ideation, and campaign optimization
  • Monitoring brand visibility across Google AI Overviews and AI-powered search platforms

Digital Marketing Job Description Examples

Copy any of these, then adjust the responsibilities and salary band to your actual company size. Each one targets a different hiring scenario common in Tier 2/3 Indian cities.

Example 1: SME / Manufacturing Export Business (Rajkot)

Job Title: Digital Marketing Executive

Company Overview: A ceramic tiles export unit based in Rajkot, serving buyers across the Middle East and Africa, is hiring its first dedicated digital marketing hire to build an online presence to match its export volume.

Responsibilities:

  • Build and manage the company’s LinkedIn and Google Business Profile presence
  • Write product pages and export-buyer-focused landing page copy
  • Run basic Google Ads campaigns targeting B2B import queries
  • Track and report monthly leads from the website and ad campaigns
  • Optimize product and website content for search engines and AI-powered search results
  • Coordinate with the export sales team to align messaging with buyer objections

Requirements:

  • 1-3 years of experience, B2B or export-industry exposure preferred
  • Working knowledge of Google Ads, Google Analytics, and WordPress
  • Comfortable writing in English for an international buyer audience

Salary: ₹3 – 4.5 LPA Location: Rajkot, Gujarat (in-office)

Example 2: D2C E-commerce Brand (Ahmedabad)

Job Title: Digital Marketing Specialist – Performance & Content

Company Overview: A growing D2C skincare brand shipping across India needs someone to own paid acquisition and content in one role, a common setup at this stage of a D2C company’s growth.

Responsibilities:

  • Manage Meta Ads and Google Shopping campaigns against a monthly ROAS target
  • Plan and shoot short-form content for Instagram Reels and YouTube Shorts
  • Use AI tools to identify content opportunities, improve campaign messaging, and optimize product content for search visibility
  • Run email and WhatsApp flows for cart recovery and post-purchase retention
  • A/B test product page copy and checkout flow for conversion rate
  • Report weekly on CAC, ROAS, and revenue by channel

Requirements:

  • 2-4 years running paid campaigns for an e-commerce or D2C brand
  • Proven ability to read a P&L-level ad account, not just a dashboard
  • Basic video editing skills (CapCut, Premiere Rush, or equivalent)

Salary: ₹5 – 7.5 LPA Location: Ahmedabad, Gujarat (hybrid)

Example 3: Recruitment/Staffing Agency, Hiring on Behalf of a Client

Job Title: Digital Marketing Executive (Client: Mid-size IT Services Firm)

Company Overview: A staffing agency is recruiting this role for a client, an IT services firm in Rajkot expanding its outbound lead generation for enterprise software projects.

Responsibilities:

  • Run LinkedIn outbound and content campaigns targeting IT decision-makers
  • Write case studies and service pages that support the sales team’s pitch deck
  • Manage the company blog for SEO around service keywords
  • Develop SEO and GEO-focused content designed to improve visibility across Google and AI-powered search platforms
  • Set up and monitor LinkedIn Ads and Google Search campaigns
  • Coordinate with the founder directly on positioning and messaging

Requirements:

  • 2+ years in B2B or IT services marketing
  • Experience with LinkedIn Sales Navigator and Ads Manager
  • Portfolio of B2B case studies or long-form content

Salary: ₹4.5 – 6 LPA Location: Rajkot, Gujarat (in-office, 5-day week)

What Does a Digital Marketing Professional Do?

Day to day, a digital marketing professional splits time between execution, optimization, and analysis. Execution means writing content, setting up campaigns, and coordinating creative assets. Optimization increasingly includes improving content for search engines and AI-powered search experiences through SEO and GEO. Analysis means checking what’s working in Google Analytics, search platforms, or advertising dashboards and adjusting spend, content, or messaging accordingly.

At smaller companies, one person often owns every channel, as in Example 1 above. At larger companies, the role narrows to one or two channels, with a manager coordinating strategy across specialists, closer to Example 2. Match your JD title to your actual team size. “Digital Marketing Executive” means a full-channel generalist at one company and a single-channel specialist at another, and a mismatched title filters out the wrong candidates before they even apply.

Skills and Qualifications of a Digital Marketing Professional

Skills

  • Written communication: Campaigns run on copy, from ad headlines to email subject lines. Weak writing shows up fast in weak results.
  • Analytics literacy: Reading Google Analytics or an ads dashboard and drawing a decision from it, not just reporting the numbers.
  • Platform proficiency: Hands-on comfort with Meta Ads Manager, Google Ads, and at least one SEO tool, such as Semrush or Ahrefs.
  • Project management: Most roles juggle several live campaigns at once. Missed deadlines compound quickly across channels.
  • AI & GEO skills: Ability to use AI tools for research and content workflows, understand search intent, and optimize content for both traditional search engines and AI-generated answers.

For a broader skills reference while screening resumes, see the most popular digital marketing skills.

Qualifications

  • Bachelor’s degree in marketing, mass communication, or a related field (negotiable for candidates with a strong portfolio)
  • 0-4+ years of experience depending on seniority
  • Working knowledge of Google Analytics 4 and Meta Business Suite
  • Google or HubSpot certification is a plus, not a requirement

Digital Marketing Salary Expectations

The typical annual salary for a digital marketing professional in India ranges from ₹2.4 LPA at entry level to ₹15 LPA at manager level, with wide variation by city and experience. Tier 2 and Tier 3 cities like Rajkot and Ahmedabad typically sit at the lower half of these bands compared to metro salaries for the same scope of work:

  • Fresher / Executive: ₹2.4 – 4.5 LPA (Tier 2/3), ₹3.5 – 5.5 LPA (metro)
  • Specialist / Consultant: ₹4.5 – 8 LPA
  • Manager: ₹8 – 15 LPA (Tier 2/3 roles at the lower half)

Listing a salary range in the JD itself reduces mismatched applications and shortens screening time.

Digital Marketing Education and Training Requirements

A digital marketing role has no strict degree requirement, which makes it well-suited to a skills-first hiring process. A bachelor’s degree in marketing or a related field is common but not essential, particularly for candidates who can show a portfolio: a personal blog, a small business’s social account they grew, or a mock campaign backed by real data. Google Career Certificates, HubSpot Academy, and similar programs can substitute for formal experience at the entry level.

Digital Marketing Experience Requirements

Experience requirements depend heavily on the specific title:

  • Intern: No prior experience required; a portfolio or coursework substitutes
  • Executive (fresher): 0 – 2 years
  • Specialist / Consultant: 2 – 4 years, with measurable campaign results
  • Manager: 4+ years, including at least one year managing people or budget

If your listed experience range is a preference rather than a hard filter, say so. Many strong candidates in Tier 2/3 cities self-select out of JDs that read as rigid on years of experience alone.

Job Description Samples for Similar Positions

If you’re hiring for a more specific digital marketing title, these related roles may fit better than a general listing:

  • SEO Specialist
  • Content Marketing Executive
  • Social Media Marketing Executive
  • Digital Marketing Manager

For a broader skills reference while screening resumes, see the most popular digital marketing skills.

Digital Marketing Job Description FAQs

What characterizes a strong digital marketing candidate?

Attention to detail across campaigns, comfort switching between creative and analytical tasks, and the ability to justify a decision with data rather than instinct alone.

Who does a digital marketing professional report to?

Usually a marketing manager, or at smaller companies, directly to the founder or business owner. At larger companies with a dedicated team, executives and specialists report to a digital marketing manager.

What’s the difference between a digital marketing executive and a digital marketing manager?

An executive handles day-to-day execution across one or more channels. A manager sets strategy, owns the budget, and typically supervises executives or specialists.

Do I need to list a specific degree in the job description?

Not usually. Most hiring managers get better results weighing a portfolio and demonstrated results over a specific degree requirement.