14 role guides
What these jobs
actually involve
Written for people deciding what to do next rather than for search engines. Each guide covers the real work, a normal day, indicative salary by level, who the job suits and who it does not, how people get in, and where it leads. Where a role is changing or at risk, it says so.
Search & acquisition
- SEO
SEO Manager
An SEO Manager makes a company findable in search, by fixing what search engines cannot read, publishing what people are looking for, and earning the links that make it count.
50,000 to 68,000 EUR at mid level - GEO
GEO Specialist
A GEO Specialist gets a brand mentioned and cited inside AI answers, in ChatGPT, Perplexity, Gemini and AI Overviews, where there is no ranking to climb and no click to count.
55,000 to 72,000 EUR at mid level - Paid social
Paid Social Manager
A Paid Social Manager spends money on Meta, TikTok, LinkedIn and the rest to acquire customers at a price the business can afford.
50,000 to 68,000 EUR at mid level
Brand & creative
- Branding
Brand Strategist
A Brand Strategist decides what a company should stand for and mean to people, then makes that decision concrete enough for designers, writers and executives to act on.
52,000 to 70,000 EUR at mid level - Art direction
Art Director
An Art Director decides how something should look and feel, and holds that standard across everyone who makes it.
48,000 to 65,000 EUR at mid level - Copywriting
Copywriter
A Copywriter finds the words that make someone feel something and then do something, usually in far less space than the idea deserves.
45,000 to 60,000 EUR at mid level - Motion
Motion Designer
A Motion Designer makes things move with intent, so an idea lands faster than it would standing still.
47,000 to 63,000 EUR at mid level
Content & audience
- Content
Content Marketer
A Content Marketer decides what a company should publish, why anyone would read it, and how that reading turns into a customer.
46,000 to 62,000 EUR at mid level - Social
Social Media Manager
A Social Media Manager builds an audience on platforms the company does not control, and turns attention into something the business can use.
42,000 to 56,000 EUR at mid level - PR
PR Manager
A PR Manager gets other people to say things about the company, and manages what happens when they say the wrong ones.
45,000 to 62,000 EUR at mid level
Growth & product
- Lifecycle
Lifecycle Marketer
A Lifecycle Marketer owns what a company says to people after they have already shown up, from first signup to churn and back.
48,000 to 66,000 EUR at mid level - CRO
CRO Specialist
A CRO Specialist increases the share of visitors who do the thing the business wants, using research and controlled experiments rather than opinion.
50,000 to 68,000 EUR at mid level - Product marketing
Product Marketing Manager
A Product Marketing Manager works out who a product is for, why they should care, and makes sure everyone who sells or builds it says the same thing.
58,000 to 78,000 EUR at mid level - Analytics
Marketing Analyst
A Marketing Analyst works out what is actually happening and what actually caused it, so the rest of the team can stop arguing from anecdote.
54,000 to 72,000 EUR at mid level
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Salary figures are indicative gross annual ranges for Germany, Austria, the Netherlands and EU-remote roles. They are market rules of thumb rather than survey data, and company size and city move them considerably.