About 407,000 marketing managers were employed at American companies in 2024, according to the U.S. Bureau of Labor Statistics (BLS). As businesses continue to rely on data-driven marketing campaigns to boost awareness of their brands, digital marketing strategists will be needed to help these companies engage with online audiences.
Digital marketing strategists use their analytical, creative, marketing and management skills to help businesses develop and maintain an engaging online presence. The process begins by reviewing a brand’s current digital footprint and recognizing its weaknesses, and then turns to creating targeted marketing campaigns.
Gaining hands-on experience and developing a strong portfolio of marketing projects prepares individuals for roles in digital marketing. Earning a relevant degree like a Bachelor of Arts in Communication can help aspiring digital marketing strategists learn how to plan, execute and manage digital campaigns across different online platforms.
What Does a Digital Marketing Strategist Do?
Digital marketing strategists are marketing specialists who develop and oversee online marketing campaigns for brands. One of their primary jobs is to ensure the consistency and effectiveness of the voice, tone and reach of all the brand’s online content. Common responsibilities of digital marketing strategists include the following:
- Creating and promoting digital content
- Analyzing campaign analytics
- Managing content strategies to drive organic traffic
- Developing brand and marketing guidelines
- Supervising brands’ social media accounts
- Adjusting marketing tactics based on performance data
- Testing various marketing strategies, such as pay-per-click and social media
Steps to Become a Digital Marketing Strategist
Becoming a digital marketing strategist requires a combination of education, experience and skill development.
Earn a Related Bachelor’s Degree
While there’s no single educational path required to become a digital marketing strategist, many employers prefer candidates with a bachelor’s degree in a relevant field. Marketing, communication, digital media, social media marketing, business, mass communication and advertising are common majors for aspiring marketing strategists.
Earning a bachelor’s degree helps individuals gain a foundation in areas such as strategic communication, data analysis, consumer behavior, marketing principles, professional writing and media persuasion.
Gain Professional Experience
Digital marketing strategist isn’t an entry-level role, so you’ll need several years of experience to meet the role’s qualifications, build a portfolio of your work and develop key skills.
Many professionals start with an internship or in an entry-level position such as social media coordinator, search engine optimization (SEO) writer, marketing assistant or content marketing specialist. To learn more about the field, individuals can also take advantage of networking opportunities, mentorship, volunteer roles, personal blogs or freelance projects.
Pursue an Industry Certification
Obtaining a credential beyond a bachelor’s degree is optional, but it can boost a candidate’s career opportunities and enhance their resume.
The most common postgraduate credential is a professional certification. The digital marketing pro certification offered by the American Marketing Association is obtained through a 30-hour, self-paced online program that covers social media marketing, Google Analytics, digital marketing strategy, artificial intelligence and content marketing. Certification requires passing an exam that can be scheduled at a local testing center.
The certified marketing management professional (CMMP) designation from the International Institute of Marketing Professionals has four levels of certification that vary depending on an individual’s experience. Candidates must submit an application with documents such as a resume and endorsement letters.
Essential Skills for Digital Marketing Strategists
To succeed, digital marketing strategists need a combination of technical, analytical and communication skills. Strong verbal and written communication skills are needed to be able to collaborate with co-workers, stakeholders and other strategists.
Understanding search engine optimization (SEO) and search engine marketing (SEM) techniques helps strategists create content that ranks high in search engine and generative search engine results. Digital marketing strategists also need skills in content creation, research, project management, adaptability and organization.
Common technologies that digital marketing strategists should be familiar with include:
- Content management: WordPress, Drupal
- Social media management: Hootsuite, Buffer
- Web analytics: Google Analytics, HubSpot
- Graphic design: Canva, Adobe Creative Suite
Salary and Job Outlook for Digital Marketing Strategists
Salaries of professionals working in digital marketing depend on many factors, including their location, employer, experience and skills. Digital marketing strategists had a median annual salary of approximately $66,000 as of September 2025, according to Payscale. Strategists with five to nine years of experience had a median salary of around $73,000, while those with 10 to 19 years’ experience had a median of approximately $80,000.
The job outlook for marketing professionals is positive, according to the BLS. Positions for marketing managers, including digital marketing strategists, are projected to increase by 7% between 2024 and 2034. Organizations will continue to seek professionals with digital marketing expertise as they plan campaigns and seek to expand their electronic media reach.
Start Your Digital Marketing Strategist Career
Preparing for a role as a digital marketing strategist begins with gaining an academic foundation that emphasizes digital media and long-term planning. Communication degree programs can help students develop skills that align with industry needs and career opportunities.
The University at Albany’s Bachelor of Arts in Communication program provides students with a background in the concepts, trends and topics of communication that are essential in all industries. Available on campus or online, the UAlbany program offers core courses covering topics in speech composition, statistics and media, with a range of electives in areas such as political campaigning, intercultural communication and professional writing.
Students can enhance their learning with internships in areas such as corporate communication, radio, television, public relations or the state legislature.
Learn how the University at Albany’s bachelor’s degree program can prepare you for a career in digital marketing.
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