Digital strategist
Plan and build digital campaigns to connect companies with their customers.
About the job
A day in the life – Digital strategist
What it's like
You’ll work within the emerging industry of digital media, creating the strategy for a range of things – an advertising or marketing strategy, how a business could take advantage of online opportunities, or even an overall strategy for a business, product or service.
You’ll gather requirements from a range of sources (competitors, trends) – whether that’s for building a website, a new digital product, or a digital campaign.
Part of your role will be understanding those audiences in-depth, and weighing up the business and user’s requirements, to analyse all the information at hand, and set out the best way to meet both sets of needs.
You'll work to:
Share audience insights to shape marketing campaigns
Monitor and adjust campaigns to fit ongoing requirements
Engage with partners and clients
Develop the plan that connects company to customer
Hours
You'll generally work 9am to 5pm, Monday to Friday, but hours may vary depending on the expectations of projects.
Environment
You'll work within an office environment, generally as part of a digital agency, in collaboration with a team of developers and creatives. You'll also be closely involved with the client, so will need to be able to put your thoughts forward clearly and succinctly, and ask relevant questions.
Travel
You may be expected to travel to visit clients.
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Related industries
Many jobs can be done in lots of different industries. We've highlighted the ones we think are most important for this job.
Financial and professional services Engineering and manufacturing Creative Digital technologies
Top skills
Skills are things you're good at. Whether you know what yours are or not, everyone has them!
It's useful to learn which ones are important in a job so you know the areas you need to brush up on. It can also help you work out if you're suited to a career.
Top specialised skills
These are the top specialised skills that have been found in job vacancies across Scotland. From March 2024 to March 2025.
- marketing
- digital media strategy
Meta skills
Here are some of the meta skills you'll need to do this job.
- time management
- developing a plan
- social conscience
- innovative
- creative
- written communication
- verbal communication
- positive attitude
Your skills are important
Our unique skillsets are what make us stand out from the crowd. Learn about each skill in depth and discover what employers look for in your applications and interviews.
Getting in
Explore each section to find more information about getting into this career.
Colleges and universities will list subjects you'll need for entry to a course. Some useful subjects include:
Business Management
Computing Science
English
Graphic Communication
Media
Skills for Work: Creative Digital Media
Foundation Apprenticeship: Creative and Digital Media
You can get a head start in this career by doing a Foundation Apprenticeship in S5 and S6.
You'll get an SCQF level 6 qualification which is the same level as a Higher. You'll also learn new skills and gain valuable experience in a work environment.
Discover what's on offer at your school on Apprenticeships.scot.
There are different routes to this role or similar roles in digital marketing and communication. However, most employers will look for a relevant degree or work-based qualifications. Employers will value experience in digital marketing, data analytics and project management.
You can gain relevant skills and qualifications in the work place through options such as Modern Apprenticeships or Graduate Apprenticeships (combining work and college/university study) in:
Digital marketing (SCQF Level 6)
Creative and digital media (SCQF level 7)
Data analytics (SCQF Level 8)
IT: Software development (SCQF Level 10)
IT: Management for business (SCQF Level 10)
Apprenticeships are advertised as job vacancies, and like any vacancy entry requirements will vary. Relevant experience and qualifications, such as National 5s or Highers, will be helpful but may not be essential if you can show you would be the right person for the job.
Any qualifications or experience that show a genuine interest in and practical understanding of digital communication, such as an in-school Foundation Apprenticeship in Creative & Digital Media (SCQF level 6) or a work-based diploma in digital marketing (SCQF level 6 and 8).
To be able to pass any security checks or assessments, i.e. no criminal record.
This is a quickly evolving and expanding area of work. On-going training will be needed to stay current. Industry recognised certificates may be included as part of a course or work-based learning programme, or an employer may be willing to support the right employee to gain certification.
You can also build skills and qualifications through e-learning. For example, Digital Skills Scotland provides free access to e-learning, that will help you earn an NCFE nationally-accredited certificate in digital marketing.
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