The digital strategist, also known as the interactive strategist, plans and directs the execution of online and mobile strategy for a company or for agency clients. A successful candidate must have a powerful passion for digital communications, to include marketing websites, social media, blog and video, and must understand best employ a mix of these elements to support branding and marketing objectives. Many such positions reside within marketing or ad agency environments, but some corporate marketing departments also employ digital strategists.
Position Description
Digital strategist positions typically exist at the Senior Manager, Director or Vice President level. In an agency environment, the strategist is assigned a portfolio of client accounts and must work closely with the client's in-house marketing department to discover goals and advise the client as to how best to accomplish those objectives. Making optimal use of social media such as Facebook and Twitter is often the province of the digital strategist. Other highly interactive tools such as YouTube, Adwords and mobile technology may also be part of the picture. Keeping abreast of trends and patterns in consumer engagement is key to performing the job well. The strategist needs to be able to develop and maintain strong client relationships in addition to delivering on client objectives.
Preparation
A degree in digital or interactive media, marketing, advertising or communications lays a good foundation for the prospective digital strategist. Most employers require at least eight to 10 years of online marketing experience. Strong interpersonal and management skills are also required. An MBA may be a welcome asset.
Qualificatons
Extreme enthusiasm for the ever-evolving panoply of digital and interactive marketing tools and processes is essential. Agency strategists will need to have demonstrated the ability to cultivate client relationships and to lead teams of creative writers, designers and editors. Creativity and an innovative bent are also crucial, as the strategist must discover new ways to engage customers and/or grow audiences via new and existing platforms.
Salary
A review of the Bureau of Labor Statistics site did not reveal any information on web, interactive or digital job titles. According to Indeed, the average salary of a Digital Strategist in New York, NY, was $109,000 as of summer 2011. Senior-level digital strategists average $10,000 more. The site notes that New York City salary figures for the position are 23 percent higher than the national average. A July 2011 review of New York City digital strategist online classified ads revealed salaries as low as $60,000 and as high as $120,000.
