Digital Marketing Analyst

A Digital Marketing Analyst measures, interprets, and optimises the performance of digital marketing campaigns across websites, social media, email, and paid advertising platforms in Australian organisations. They use data analytics tools and customer behaviour insights to identify trends, justify marketing spend, and recommend strategic improvements to boost conversion rates and return on investment.

Track and analyse website traffic using Google Analytics or similar platforms to identify user behaviour patterns, bounce rates, and conversion funnels. Monitor social media performance metrics across Facebook, Instagram, LinkedIn, and TikTok to assess engagement, reach, and audience sentiment. Generate regular performance reports comparing campaign results against KPIs and business objectives for stakeholders and marketing leadership. Conduct A/B testing on landing pages, email subject lines, and ad creative to identify highest-performing variations. Analyse paid advertising campaigns on Google Ads, Meta Business Suite, and programmatic platforms to optimise bid strategies and reduce cost per acquisition. Segment and profile customer data to identify target audience characteristics, purchase intent, and lifetime value. Prepare data visualisations and dashboards in tools such as Tableau, Power BI, or Excel to communicate insights to non-technical teams. Audit email campaign performance including open rates, click-through rates, and unsubscribe patterns to refine messaging and list management.

The standard entry pathway requires a bachelor degree or higher (ABS Skill Level 1). Specific qualification requirements vary by employer and state. Some employers may accept equivalent experience. Check yourcareer.gov.au for available courses and dewr.gov.au/skills-reform/free-tafe for subsidised training options.

The work is repetitive - you spend most days staring at dashboards, interpreting the same metrics over and over. AI tools are already doing basic reporting and insight generation, which means your core tasks are at genuine automation risk. Many roles demand you justify every dollar spent, so underperforming campaigns create stress.

Most positions are office-based in capital cities. Remote work is common in some roles but varies by employer. Regional opportunities exist but are significantly fewer.

Published for ANZSCO unit group 2251, the wider group this job sits in, not for this job on its own.

This is the median for full-time employees who are not managers and are paid at the adult rate, before tax and salary sacrifice. It is a guide to what the work pays, not a wage rate.

Source: ABS Survey of Employee Earnings and Hours, May 2025, customised report.

• Attention to Detailcore
• Data Entry and Verificationcore
• Digital Literacycore
• Google Workspace (Docs, Sheets, Drive)core
• HubSpot CRMcore
• Microsoft Excel Data Managementcore
• Net Promoter Score (NPS) Analysiscore
• Power BI Reporting and Dashboardscore
• Problem Solvingcore
• Report Writingcore
• Reporting and Analyticscore
• Research and Analysiscore
• Stakeholder Communicationcore
• Written Communicationcore
• Advertising techniques
• Churn Risk Identification
• Continuous Learning and Upskilling
• Customer Needs Assessment
• Feedback Collection and Actioning
• Process Documentation
• Process Improvement Identification
• SLA and KPI Adherence
• Team Collaboration
• Time Management and Prioritisation

• ABS OSCA 2024, occupation definition and task statements
• ABS Survey of Employee Earnings and Hours, May 2025, customised report.
• ABS, 2021 Census of Population and Housing based on usual place of residence (Custom Report). OSCA Experimental Estimates.

Role data is drawn from official Australian Government sources, and each figure names where it comes from. Where a role is not in the ABS classification, the page shows no government figures for it. Data may not reflect every local variation.

Where our numbers come from.

Last updated: 30 October 2026