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IAB Jobs
Confused by the vast array of job titles available in the digital world? Fear not, IAB is here to help with a glossary of digital job titles split into the below categories:
This list isn't exhaustive because new job titles are introduced as fast as new areas of internet advertising emerge but it does go someway to show as many jobs across the industry in one place. If you do have any additional titles to suggest, please contact jack@iabuk.net.
Head of ebusiness: will be in charge of the ebusiness department and will have overall responsibility for the department’s strategy and operations within the company. Essential duties will include internal and external communication, management of departments to work alongside other departments within an organisation as well as being a confident and persuasive speaker who is extremely well versed in all areas of online marketing and web presence.
Head of online marketing: will be in charge of the online marketing department with overall responsibility for the department’s strategy and operations. Like the Head of ebusiness, the Head of online marketing will have to have many years experience managing online campaigns. Essential skills and experience will include management of departments to work alongside other departments within an organisation as well as being a confident and persuasive speaker who is extremely well versed in all areas of online marketing and web presence.
Head of search: will be in charge of the search department with overall responsibility for the department’s strategy and operations. Essential skills and experience will include management of departments to work alongside other departments within an organisation as well as being a confident and persuasive speaker who is extremely well versed in all areas of online marketing and web presence.
Head of pay per click (PPC): in charge of paid search (PPC) able to manage keyword campaigns, manage the listing of keyterms in search engines and optimise a website's content and structure to make it paid search friendly. Likely to involve managing a team of PPC specialists and working closely with editorial teams. Will be in charge of establishing PPC strategy.
Head of search engine optimisation (SEO): In charge of natural search (SEO) able to manage keyword campaigns and optimise a website's content and structure to make it search engine friendly. Likely to involve managing a team of SEO specialists or working closely with editorial teams. Will be in charge of establishing SEO strategy.
Information architect: is responsible for the organisation of files and the flow of information within a website, programme or organisation. With a website, the information architect will be required to create and develop site structure, be able to use wireframe designs and organise a simple flow of information between website databases.
Online advertising manager: (see Online campaign manager).
Online campaign manager: in charge of planning online campaign strategy, implementing online marketing plan and measuring against key performance indicators (KPI's). Will need to liaise with and manage internal and external teams including design agencies and media planning agencies.
Online marketing manager: in charge of planning and implementing all external communications, implementing online marketing plan and measuring against key performance indicators (KPI's). Will need to liaise with internal and external teams including design agencies and media planning agencies.
Media planner / buyer: in charge of planning, analysing and optimising display and affiliate activity across one or more accounts.
Search analyst: Likely to support the Search manager or search team. The Search Analyst will be responsible for reviewing search traffic and other statistics on a regular basis in order to advise other members of the online team.
Search marketing manager: Deals predominantly with paid (PPC) search campaigns and optimising keyword lists, monitor search activity and adject paid campaigns. Should at least be GAP qualified through Google. Also needs natural (SEO) search knowledge and be able to manage the PPC campaign alongside SEO.
Programmes manager: manages a series of projects that are linked with one another to form a programme. A programmes manager will usually manage one or more project managers.
Project manager: responsible for managing web projects from start to finish. Due to the nature of online the projects can vary wildly but are likely to include overseeing the construction and launch of a website, microsite and online campaign materials.
Creative covers a broad range of skill levels and responsibilities depending on the agency structure, output and often heritage.
Copywriter: is often paired up with an art director to work as a team. This pair will often work as a team to originate the idea, but fall on their individual skills as the project progresses. In online they are often paired with someone from the technical department. Some of the larger agencies have dedicated copywriters.
Art director: paired up with an copy writer to work as a team. This pair will often work as a team to originate the idea, but fall on their individual skills as the project progresses. In online they are often paired with someone from the technical department.
Digital creative: a creative that can not only originate an idea, but also has the skills to implement part or all of the solution. Usually has an understanding of Flash and HTML.
Creative: often from the traditional side of ATL who join a digital specialist just to originate ideas that are implemented internally by the design and technical department.
Creative director: overall responsibility of the creative department and creative output.
Digital account executive: (see Digital Account Manager)
Digital project manager: has overall responsibility for the project management of the creative process. Often client facing they are the conduit between the client and the agency team to ensure projects are delivered on time and to budget. Where there is a separate account management tier digital project managers are internally focused and support the account management team with project management.
Digital sales manager: will be responsible for assessing and developing new online business opportunities, starting and building working relationships with clients and managing other members of the sales team. A sales manager will also be responsible for reporting
Digital account manager: often a hybrid between an account manager and a project manager. They have the ability to talk about brand communications with the client, but also have a sound understanding or project management and implementing it.
Digital account executive: (see Digital Account Manager)
Mobile web designer: will usually be a job incorporated into a web designer’s job. However as mobile advertising continues to grow as a medium mobile specific website designers will grow in number. Their job will be similar in responsibilities to that of a web designer but they will have to be aware of the differences in consumer use on mobile devices and the restrictions the technology currently presents.
Web designer: designs the layout and look of a website and online advertising. Ideally will need to be familiar with web design packages including the latest Photoshop, Fireworks, Dreamweaver and Flash. Will also need to know how a website is constructed including the basics of HTML code, W3C usability and accessibility issues and how these affect design.
Web developer: a web developer will know how to construct websites using one or more types of code including HTML (XHTML, DHTML, SHTML), PHP, JAVA, AJAX and more. A senior web developer will he highly capable at coding and will require a level of design skills (see Web designer) and project management skills (see Project manager).
Planner (Media): responsible for identifying media insights and developing a media strategy that is presented to advertisers. More often planners are digital specialists but increasingly agencies are repositioning to offer up integrate planning skills.
Account manager/director: client facing and largely responsible for servicing the clients needs in terms of taking the brief, management of the process at the agency and presenting work back to the client. Most digital agencies emply a hybrid of account management and project management.
Account manager: larger agencies have an account director, account manager structure though a majority of agencies favour a Project Manager (PM) route. Project managers tend to by a highbred of a client facing account man and a specialised project manager. Project managing a digital project is much more in depth and hands on than TV or print. Therefore it is sometimes very beneficial to utilise a specialist skill even on a freelance basis so that the sequence of events in a project are not put in jeopardy. The skills shortage often reported is largely down to recruiting great digital specialists that also have that depth understanding of brands and their marketing.
Actionscripter: an actionscripter specialises in scripting ActionScript language in Flash to control its movies and the objects within those movies. If you want to do anything interactive in Flash, you'll need to use ActionScript. It allows you to execute different actions in a movie depending on what a user does or on what frame of the movie is being played within Flash. They are a specialist type of person and can write code that makes the impossible possible. Therefore an agency is lucky to have one full time as they charge a premium on the freelance circuit.
Coder: even a small agency will have a Flash developer, HTML coder and a database expert. Database refers to the use of databases running the content on sites and within games for instance, not peoples’ data. There are hybrid experts available that can do a mixture of these skills.
Digital creative: tend to be experts in Photoshop, Flash and sometimes HTML. There are numerous university courses available now so there is a steady influx of keen personnel, though again the industry does suffer from brand experience. The reason they tend to have these skills is unlike traditional agencies a digital creative will often realise the idea they have thought of. If a creative says they’d like to melt the home page of Google, it will be them and a team that will do it. Digital production is done in house.
Group account director: Has the responsibility for more than one account with Account Directors reporting into them.
Head of art: overall responsibility for sourcing art services (animation, illustration, video etc) for the agency’s creative input. Often responsible for continued inspiration for the creative department.
Planner: digital planning broadly covers 3 disciplines: 1. Consumer planning; 2. Information architecture or information design; 3. Usability. Good planners have all these skills in some form or capacity, but it is not uncommon to resource a dedicated skill set depending on the project. Bigger agencies have a body of planners to cover off these areas full time. There is more information on planners in the Process section of this document.
Usability specialist: importance in usability is increasing and while this expertise is usually part of web developer and wed editor roles, independent usability roles are now common place in large agencies. A usability specialist will have excellent knowledge of website information architecture and the way in which consumers use and access the internet. This role will at times be highly technical and a background in web development will be incredibly important.
Video: increasingly agencies are bolstering their internal skills by hiring people that have video skills ranging from filming, directing, editor, sound and special effects or after effects. This allows a majority of the creative assets to be created in house rather than outsourcing to productions companies.
This list isn't exhaustive because new job titles are introduced as fast as new areas of internet advertising emerge but it does go someway to show as many jobs across the industry in one place. If you do have any additional titles to suggest, please contact jack@iabuk.net.
Advertiser or publisher
Head of ebusiness: will be in charge of the ebusiness department and will have overall responsibility for the department’s strategy and operations within the company. Essential duties will include internal and external communication, management of departments to work alongside other departments within an organisation as well as being a confident and persuasive speaker who is extremely well versed in all areas of online marketing and web presence.
Head of online marketing: will be in charge of the online marketing department with overall responsibility for the department’s strategy and operations. Like the Head of ebusiness, the Head of online marketing will have to have many years experience managing online campaigns. Essential skills and experience will include management of departments to work alongside other departments within an organisation as well as being a confident and persuasive speaker who is extremely well versed in all areas of online marketing and web presence.
Head of search: will be in charge of the search department with overall responsibility for the department’s strategy and operations. Essential skills and experience will include management of departments to work alongside other departments within an organisation as well as being a confident and persuasive speaker who is extremely well versed in all areas of online marketing and web presence.
Head of pay per click (PPC): in charge of paid search (PPC) able to manage keyword campaigns, manage the listing of keyterms in search engines and optimise a website's content and structure to make it paid search friendly. Likely to involve managing a team of PPC specialists and working closely with editorial teams. Will be in charge of establishing PPC strategy.
Head of search engine optimisation (SEO): In charge of natural search (SEO) able to manage keyword campaigns and optimise a website's content and structure to make it search engine friendly. Likely to involve managing a team of SEO specialists or working closely with editorial teams. Will be in charge of establishing SEO strategy.
Information architect: is responsible for the organisation of files and the flow of information within a website, programme or organisation. With a website, the information architect will be required to create and develop site structure, be able to use wireframe designs and organise a simple flow of information between website databases.
Online advertising manager: (see Online campaign manager).
Online campaign manager: in charge of planning online campaign strategy, implementing online marketing plan and measuring against key performance indicators (KPI's). Will need to liaise with and manage internal and external teams including design agencies and media planning agencies.
Online marketing manager: in charge of planning and implementing all external communications, implementing online marketing plan and measuring against key performance indicators (KPI's). Will need to liaise with internal and external teams including design agencies and media planning agencies.
Media planner / buyer: in charge of planning, analysing and optimising display and affiliate activity across one or more accounts.
Search analyst: Likely to support the Search manager or search team. The Search Analyst will be responsible for reviewing search traffic and other statistics on a regular basis in order to advise other members of the online team.
Search marketing manager: Deals predominantly with paid (PPC) search campaigns and optimising keyword lists, monitor search activity and adject paid campaigns. Should at least be GAP qualified through Google. Also needs natural (SEO) search knowledge and be able to manage the PPC campaign alongside SEO.
Programmes manager: manages a series of projects that are linked with one another to form a programme. A programmes manager will usually manage one or more project managers.
Project manager: responsible for managing web projects from start to finish. Due to the nature of online the projects can vary wildly but are likely to include overseeing the construction and launch of a website, microsite and online campaign materials.
Creative agency
Creative covers a broad range of skill levels and responsibilities depending on the agency structure, output and often heritage.
Copywriter: is often paired up with an art director to work as a team. This pair will often work as a team to originate the idea, but fall on their individual skills as the project progresses. In online they are often paired with someone from the technical department. Some of the larger agencies have dedicated copywriters.
Art director: paired up with an copy writer to work as a team. This pair will often work as a team to originate the idea, but fall on their individual skills as the project progresses. In online they are often paired with someone from the technical department.
Digital creative: a creative that can not only originate an idea, but also has the skills to implement part or all of the solution. Usually has an understanding of Flash and HTML.
Creative: often from the traditional side of ATL who join a digital specialist just to originate ideas that are implemented internally by the design and technical department.
Creative director: overall responsibility of the creative department and creative output.
Digital account executive: (see Digital Account Manager)
Digital project manager: has overall responsibility for the project management of the creative process. Often client facing they are the conduit between the client and the agency team to ensure projects are delivered on time and to budget. Where there is a separate account management tier digital project managers are internally focused and support the account management team with project management.
Digital sales manager: will be responsible for assessing and developing new online business opportunities, starting and building working relationships with clients and managing other members of the sales team. A sales manager will also be responsible for reporting
Digital account manager: often a hybrid between an account manager and a project manager. They have the ability to talk about brand communications with the client, but also have a sound understanding or project management and implementing it.
Digital account executive: (see Digital Account Manager)
Mobile web designer: will usually be a job incorporated into a web designer’s job. However as mobile advertising continues to grow as a medium mobile specific website designers will grow in number. Their job will be similar in responsibilities to that of a web designer but they will have to be aware of the differences in consumer use on mobile devices and the restrictions the technology currently presents.
Web designer: designs the layout and look of a website and online advertising. Ideally will need to be familiar with web design packages including the latest Photoshop, Fireworks, Dreamweaver and Flash. Will also need to know how a website is constructed including the basics of HTML code, W3C usability and accessibility issues and how these affect design.
Web developer: a web developer will know how to construct websites using one or more types of code including HTML (XHTML, DHTML, SHTML), PHP, JAVA, AJAX and more. A senior web developer will he highly capable at coding and will require a level of design skills (see Web designer) and project management skills (see Project manager).
Media agency
Planner (Media): responsible for identifying media insights and developing a media strategy that is presented to advertisers. More often planners are digital specialists but increasingly agencies are repositioning to offer up integrate planning skills.
Digital specialist
Account manager/director: client facing and largely responsible for servicing the clients needs in terms of taking the brief, management of the process at the agency and presenting work back to the client. Most digital agencies emply a hybrid of account management and project management.
Account manager: larger agencies have an account director, account manager structure though a majority of agencies favour a Project Manager (PM) route. Project managers tend to by a highbred of a client facing account man and a specialised project manager. Project managing a digital project is much more in depth and hands on than TV or print. Therefore it is sometimes very beneficial to utilise a specialist skill even on a freelance basis so that the sequence of events in a project are not put in jeopardy. The skills shortage often reported is largely down to recruiting great digital specialists that also have that depth understanding of brands and their marketing.
Actionscripter: an actionscripter specialises in scripting ActionScript language in Flash to control its movies and the objects within those movies. If you want to do anything interactive in Flash, you'll need to use ActionScript. It allows you to execute different actions in a movie depending on what a user does or on what frame of the movie is being played within Flash. They are a specialist type of person and can write code that makes the impossible possible. Therefore an agency is lucky to have one full time as they charge a premium on the freelance circuit.
Coder: even a small agency will have a Flash developer, HTML coder and a database expert. Database refers to the use of databases running the content on sites and within games for instance, not peoples’ data. There are hybrid experts available that can do a mixture of these skills.
Digital creative: tend to be experts in Photoshop, Flash and sometimes HTML. There are numerous university courses available now so there is a steady influx of keen personnel, though again the industry does suffer from brand experience. The reason they tend to have these skills is unlike traditional agencies a digital creative will often realise the idea they have thought of. If a creative says they’d like to melt the home page of Google, it will be them and a team that will do it. Digital production is done in house.
Group account director: Has the responsibility for more than one account with Account Directors reporting into them.
Head of art: overall responsibility for sourcing art services (animation, illustration, video etc) for the agency’s creative input. Often responsible for continued inspiration for the creative department.
Planner: digital planning broadly covers 3 disciplines: 1. Consumer planning; 2. Information architecture or information design; 3. Usability. Good planners have all these skills in some form or capacity, but it is not uncommon to resource a dedicated skill set depending on the project. Bigger agencies have a body of planners to cover off these areas full time. There is more information on planners in the Process section of this document.
Usability specialist: importance in usability is increasing and while this expertise is usually part of web developer and wed editor roles, independent usability roles are now common place in large agencies. A usability specialist will have excellent knowledge of website information architecture and the way in which consumers use and access the internet. This role will at times be highly technical and a background in web development will be incredibly important.
Video: increasingly agencies are bolstering their internal skills by hiring people that have video skills ranging from filming, directing, editor, sound and special effects or after effects. This allows a majority of the creative assets to be created in house rather than outsourcing to productions companies.
