Most commonly reported Work Activities

• Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
• Analysing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
• Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.
• Processing Information Compiling, coding, categorising, calculating, tabulating, auditing, or verifying information or data.
• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
• Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
• Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
• Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
• Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.

The Work

Broadly speaking, marketing is about generating brand awareness and a desire to buy a product or service. These days, most marketing roles are likely to involve some level of digital marketing, which refers to the use of computer technology in marketing. But Digital Marketing Executives differ from other marketing professionals as they have specialist knowledge of the digital arena.

As a Digital Marketing Executive, you must be up-to-date with advances in web technology and know all about social networking and viral marketing campaigns. You need to know how to use technical language effectively, but you will also need to know how to communicate with customers and colleagues who are not as technically literate as you are.

As in any marketing role, you need to understand both the brand and the potential consumer. Even though a technical background is not essential for digital marketing, it helps if you understand how a website or other digital products work. Technical skills, such as graphic design, web development and video editing, also help from a communication point of view, as you can explain marketing requirements to software developers and designers in more detail.

Digital Marketing Executives are sought after by agencies which specialise in digital marketing, but also by a wide range of companies such as online shops, Destination Management Companies, banks, charities, publishers etc.

Web developers sometimes offer online marketing as an additional feature in the design package. A digital marketing executive with a background in web development can combine and offer a complete web solution to clients.

Most commonly reported Work Tasks

• Prepare reports of findings, illustrating data graphically and translating complex findings into written text.
• Collect and analyse data on customer demographics, preferences, needs, and buying habits to identify potential markets and factors affecting product demand.
• Conduct research on consumer opinions and marketing strategies, collaborating with marketing professionals, statisticians, pollsters, and other professionals.
• Measure and assess customer and employee satisfaction.
• Devise and evaluate methods and procedures for collecting data, such as surveys, opinion polls, or questionnaires, or arrange to obtain existing data.
• Measure the effectiveness of marketing, advertising, and communications programs and strategies.
• Seek and provide information to help companies determine their position in the marketplace.
• Forecast and track marketing and sales trends, analysing collected data.
• Gather data on competitors and analyse their prices, sales, and method of marketing and distribution.
• Monitor industry statistics and follow trends in trade literature.

This occupation is typically suited for people with the following Career Interests:

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

Creative

Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.

Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.

There are no specific qualifications required for this role but most employers recruiting Digital Marketing Executives will look for an academic background in marketing.

The most relevant degree subjects include marketing and business studies. Qualifications and experience of working with web design will also be a plus. There are several courses available in both Colleges of Further Education and Institutes of Technology.

One common entry into a career in digital marketing for marketing graduates is to start out as an intern in a company which includes a level of training while receiving a modest internship salary.

This sector constantly changes and develops into new areas, so it is absolutely critical to stay up-to-date and current. You can do that by taking courses, attend professional conferences and events, and by networking with the right people. Courses range from short online courses to undergraduate and postgraduate degrees.

There are different digital marketing specialist areas too, such as analytics, SEO management, copywriting etc. which you can explore. You may also want to set up your own digital marketing company.

Training & Development 

FET Centre Traineeship: Business Admin, Prince 2 & scrum master project management, Digital media Design, Supervisory management & leadership at NFQ Levels 5-6 Search FET Courses

FET PLC Courses: Art Graphic design, Media production, Marketing, Business Studies & Digital Marketing, Business with Digital Marketing and Behavioural Studies, Creative Advertising & Digital Marketing, Digital Marketing & Content Development, Digital Marketing, Enterprise and Social Media, Event Management with PR & Digital Marketing at NFQ Levels 5-6 Search FET PLC Courses

Apprenticeship: ICT Developer, Animator Apprenticeships NFQ level 6-9 Search Apprenticeships

Higher Education CAO Entry: Art, Media production, marketing & digital media, creative digital media, Digital Marketing, Digital Marketing and Public Relations, Digital Marketing Technologies, Digital Marketing with Analytics, Marketing and Digital Media at NFQ Levels 6-8 Search CAO courses

Professional Development 

Postgraduate Study Options Business - Marketing Stream, Digital media & production, Marketing - Strategic Marketing, project management, Business Administration - MBA - Marketing Stream, Digital Marketing, Digital Marketing & Analytics NFQ level 9

Last Updated: April, 2023

Salary Range (thousands per year)* €35k - €80k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Sigmar / Morgan McKinley / CPL / Lincoln / Azon / Prosperity.ie/ Clark

Last Updated: July, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

Employment grew strongly for this occupation between 2021 and 2022, resulting in an above average annual growth rate for the five-year period. In the CSO Census data for 2022, marketing and sales directors accounted for 52% of employment in this occupation, purchasing managers/directors for 41%, and advertising and public relations directors for 8%.

The difficult-to-fill mentions in the Recruitment Agency Survey related to procurement managers. Employers (Skills for Growth and Spotlight on Skills) have pointed to difficulties in recruiting marketing managers, with digital marketing (including social media), communication and leadership skills in particular demand, Employment permits were primarily issued for sales/marketing directors in ICT, and procurement and supply chain managers/directors across various sectors. However, the number of advertisements in the OVATE data declined for this occupation between 2021 and 2022. Demand is likely to persist, particularly for those with digital advertising/marketing and sales skills, although the restructuring currently taking place in the broad ICT sector may dampen future growth.

Employment grew strongly in this occupation over the five-year period. Roles within this occupation include buyers, marketing specialists, estate agents, and property managers, with COVID-19 restrictions having varying impacts on employment numbers. The financial sector accounted for the highest share of employment in this group of occupations, at a third, with the remainder spread across a number of sectors. Employment permits issued in 2020 referred to marketing executives and account executives (with language skills), with most relating to the ICT sector. Marketing specialists accounted for the largest share of persons employed in this group, at approximately 40%; the shift to online services, accelerated due to COVID-19, is likely to result in an increased demand for digital marketing and research skills. Demand for roles such as buyers and estate agents will very much depend on consumer behaviour as restrictions ease.

• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
  • [email protected]
  • Click Here

• The Digital Marketing Institute

  • Online
  • (01) 531 1200
  • [email protected]
  • Click Here