Advertising and marketing agency job titles used to be a lot more concise and straightforward. A marketing assistant was someone who had a supporting role on marketing projects. Didn't matter what type of project it was. If the marketing director needed help, the assistant got pulled in.
Today, job applicants looking at marketing agencies have specialized skills and search out positions that match their skill set and natural abilities. Two years ago the trend was "hybrid workers." Today's millennial workers — who now make up the largest living generation in America, according to the U.S. Census Bureau — are especially specialized and segmented.
Companies, in turn, have tweaked job titles and created (out of necessity) positions to both entice young job seekers and offer the services their clients need to compete in the marketplace. Here are seven job titles that didn't exist before the dawn of the millennials.
It would have been a cool title for Michelangelo. Today's cloud architect spends less time beside lakes and rivers and more time at their desk managing and monitoring cloud computing strategy. There are public, private and hybrid clouds to consider joining, or the architect can design their own cloud. You can even become a Google Certified cloud maker. More cloud makers, more rain makers.
Because a website isn't just a place to read about stuff. This designer adds video, quizzes, e-commerce, newsletter sign-up forms, music, games and the brand look and feel to create an experience. The work of a great UI/UX designer keeps visitors coming back to a site, keeps users on a site longer, and makes users want to tell others about their unique site experience.
Someone "who is passionate about using data to tell stories that have a direct impact on our business and product" is how one job listing describes the position. This scientist digs through market research to find the best nuggets and on-point messages for campaign pitches. They find the trends in polling results, identify how to react to consumer behavior to increase sales, and develop data-driven solutions to business problems.
The copywriter on steroids. They create the bright, shiny digital collateral to amplify a brand or campaign. They speak fluent infographic, shoot photos and videos, make blog posts and dream up engaging client sweepstakes and contests. Must know how to effectively present content for several different mediums.
Director of Influencer Marketing
The millennial is the original influencer. They know a good one when they see one. This position identifies social media influencers (human and animal), bloggers, photographers, celebrities or TV/radio/podcast personalities and matches them with client brands for increased exposure.
Because there's gotta be an app for that. The mobile developer keeps a client campaign at the consumer's fingertips. They must possess building skills for the Android and Apple operating systems, and have the ability to create apps that are engaging, helpful and easy to use. With their sharable marketing tactics, the mobile developer can have an important impact with a successful app.
Digital Marketing Strategist
These are the people who follow you around the internet. Or, at least make the ads that follow you. These strategists use Google Analytics and social media metrics to reach consumers and get buy-in. The digital marketing strategist uses blogs, email, newsletters, YouTube, social channels and mobile marketing in their strategic arsenal.
How do full-service agencies meld the efforts of these newer positions with more traditional roles? Rinck Advertising, with locations in Maine and Maryland, uses a strategy called Dynamic Integration(TM) to ensure that all marketing tactics simultaneously address multiple strategic goals and reinforce each other in paid, earned and owned media platforms. This approach magnifies exponentially the effect of each marketing dollar and maximizes a client's return on investment by attacking multiple revenue sources.
Time will tell what agency job titles will develop from the rise of artificial intelligence, voice assistants and the newest social channel. There's something beyond the cloud and a great mobile marketing campaign. The needs of the public won't stop, but how they satisfy their needs will continue to change, and agencies will adjust to deliver campaigns effectively.