In the marketing sector, consumer expectations are constantly changing and digital innovations are transforming at a dizzying pace. Marketing departments follow and execute this dynamic and multifaceted sector operation by dividing it into various business lines. Marketing, Digital Marketing / Advertising and Public Relations constitute the three main categories under the marketing umbrella. There are various tasks and areas of expertise within each category. Here I present these job types to you in a categorized manner, along with characteristic competencies, contract types and career developments.

Marketing Assistant Job Roles

Market Researcher:

Description of the Job, Duties: A market researcher is someone who collects, analyses and reports data required for a company or organisation’s marketing strategy. This person undertakes tasks such as understanding the impact of products or services on target audiences, monitoring market trends and conducting competitor analysis. Market researchers provide the information that businesses need to make the right decisions. Market researchers usually work in an office environment.

Behaviors: A four-year undergraduate degree is usually required to become a market researcher. The ability to analyse data and think analytically is important. Effective communication is essential when collecting and reporting data. Knowledge of research methods such as surveys, focus groups and in-depth interviews.

Contract Types: Usually full-time permanent contracts, part-time or fixed-term contracts in smaller firms or during holiday periods.

Salary Range: £22,000–£28,000 per year

Career Development: Progression to Marketing Coordinator or Marketing Manager positions, which usually require experience in products such as CRM and Continuing Professional Development (CPD).

Media Buyer:

Description of the Job, Duties: Media planners' jobs include conducting target audience analyses, determining advertising budgets, selecting media channels, preparing media plans, monitoring and reporting the performance of advertising campaigns. Media planners develop advertising strategies on TV, radio, newspapers, magazines, digital advertising, social media and other media channels.

Behaviors: Negotiation skills and financial analysis skills are among the primary characteristics that are considered, as well as mastery of media trends and quick decision-making under pressure. Mastery of Excel and media planning software are also among the criteria considered.

Contract Types: Full-time; can find a place in agencies or companies. Can also make project-based contracts in freelance work.

Salary Range: £22,000–£28,000 per year

Career Development: Can advance to positions such as Senior Media Buying Manager, Media Strategy Director, Advertising Agency Director. Negotiation Skills and IAB UK certificates provide effective benefits in career advancement.

Media Planner:

Description of the Job, Duties: A person who works in an advertising agency or marketing department, preparing media plans and media strategies for clients. Media planners decide which media channels to use to reach their target audiences in the most effective way for advertising campaigns.

Behaviors: It is important to have skills in areas such as media planning, data analysis and market research. You should be able to communicate effectively with clients, advertising agencies and other stakeholders, make presentations and provide reporting. It is also an advantage to learn how to use technological tools such as advertising platforms, media buying tools and data analytics software.

Contract Types: While full-time positions are generally common, some agencies also work on a project or client basis.

Salary Range: £26,000–£30,000 per year

Career Development: There is the possibility of promotions such as Senior Media Planner, Media Manager, Advertising Agency Manager.

Digital Marketing Assistant Job Roles

Pay Per Click (PPC) Specialist:

Description of the Job, Duties: A PPC marketing specialist is a digital marketer who specializes in the art of paid marketing using platforms such as Google Ads or Bing Ads. They use a mix of creative and analytical strategies to target specific audiences and earn the best possible return on investment from various paid marketing platforms. This requires the planning and optimization of paid campaigns.

Behaviors: Data analysis, statistical literacy, strategic thinking, attention, continuous optimization skills. Expertise in Google - Yandex Ads, Meta Business Suite, Google YouTube Yandex Analytics. Knowledge of keyword analysis and conversion tracking.

Contract Types: Typically full-time permanent contracts in agencies and marketing departments or individual/company based work with private clients.

Salary Range: £28,000–£42,000 per year

Career Development: PPC Manager, Digital Advertising Strategist, Performance Marketing Director.

Search Engine Optimization (SEO) Specialist:

Description of the Job, Duties: The duties of an SEO specialist include improving the search engine rankings of websites, performing keyword optimization, and resolving technical SEO issues. In addition, they develop content strategies, conduct backlink studies, and create strategies that are compatible with changes in search engine algorithms. SEO specialists increase the organic traffic of brands and strengthen their presence in the digital world by performing these tasks.

Behaviors: Being able to carry out technical and strategic studies together, having software knowledge, the ability to focus for long periods, being open to innovation, being able to manage customer relations and customer satisfaction together.

Contract Types: This position enters into full-time contracts with agencies or makes special contracts with its own clients.

Salary Range: £30,000–£45,000 per year

Career Development: Can become the digital marketing director of the company he works for or can establish his own agency.

Social Media Management:

Description of the Job, Duties: The main task is to reach the brand's target audience on social media platforms (Facebook, Twitter, Instagram, LinkedIn, YouTube, etc.), increase brand awareness, manage the brand image and increase interaction. In this context, planning and implementing a series of strategic steps such as content creation, sharing timing, managing interactions, running advertising campaigns and making analyses are among the responsibilities of the social media specialist.

Behaviors: Regular work, graphic design, media scanning skills, mastery of social media algorithms, video content production, using tools such as Adobe and Canva, managing customer relations, planning and foresight skills are essential.

Contract Types: There are many contract options available, including part-time, flexible, full-time, remote and project-based.

Salary Range: £25,000–£30,000 per year

Career Development: Can be a Digital Marketing Manager, Marketing Coordinator, Agency Manager or or the founder of his/her own agency.

Advertising and PR Assistant Job Roles

Advertising Account Executive:

Description of the Job, Duties: Ensures communication and coordination between client relations and creative units in the agency. Monitors timelines, budgets and deliverables, manages advertising and performs results analysis. Receives campaign briefings and oversees campaign processes.

Behaviors: Communication skills, client relations, project management, problem-solving skills, negotiation skills.

Contract Types: Mostly a full-time position.

Salary Range: £23,000–£30,000 per year.

Career Development: Can progress to Senior Account Director, Agency Director.

Advertising Art Planner:

Description of the Job, Duties: When an advertising activity is to be shown within a brand or agency, the Art Planner creates the creative vision in the visual and concept design processes. Manages technical activities that require creativity such as creative development, script creation, color and lighting determination. Conducts concept development, mood board preparation and art direction in accordance with the brand identity.

Behaviors: Creative thinking, aesthetic perspective, graphic design, expertise in Adobe and visual production tools.

Behaviors: Full-time or freelance work options are available.

Salary Range: £22,000–£45,000 per year

Career Development: Can continue his career with a wide range of specializations such as advertising director, Brand Marketing Director, Corporate Branding Director.

Advertising Copywriter:

Description of the Job, Duties: Creates advertising campaigns and processes, can use strategic keys such as Hook, Hook sentence to be used in advertisements, writes advertising texts and scenarios, uses psychological techniques in the field of marketing.

Behaviors: Creative writing, storytelling, language use, brand language, SEO writing knowledge, content strategy, technical language mastery are the most critical specializations in this field. Contract Types: Part-time, flexible, full-time, remote, project-based many contract options are available.

Salary Range: £25,000–£30,000 per year

Career Development: Marketing director, marketing coordinator, agency director, advertising director.

Indeed. (2025). Job Search | Indeed. Uk.indeed.com. https://uk.indeed.com/

‌Reed. (2019). Jobs and Recruitment on reed.co.uk, the UK’s #1 job site. Reed.co.uk. https://www.reed.co.uk/