Digital Marketing Strategist

Your day is split between campaign planning sessions and the meetings where you explain why you're not running the channel someone's VP read about. You own the direction — which channels get budget, how audiences are defined, how success gets measured — without always touching the tools yourself. The specialist or agency does the building; you're figuring out what should get built and why.

Much of the actual execution flows through specialists or an agency; your job is to write the strategic brief, review creative direction, and make sure attribution logic is consistent across channels. A big part of the work is translating business goals into measurable campaign metrics that a media team can execute against — which requires knowing enough about each channel to spot when a brief is going sideways.

The harder skill is pushback. When performance dips, you're the one explaining the data to stakeholders who expected different results — and making the case for budget reallocation without losing credibility in the process. Comfort with ambiguous causality is essential: channel attribution is rarely clean, and strategic bets take months to validate.