Digital marketing

From running campaigns to deciding where it is worth showing up.

The steps

Developing

Experienced

Manager

Digital marketing analyst
Content strategist
Performance marketing specialist
Digital marketing managerPeople management

PromotionLateral move or track changeEach step links to its full detail below.

#	Step	What changes here	Jump	Skills
1	Digital marketing analystDeveloping · Individual contributorNo active openings	Moves from reporting results to explaining why.	—	SEO Web analytics Marketing attribution Campaign management
2	Content strategistExperienced · Individual contributorNo active openings	Content stops being volume and becomes purpose.	PromotionJump: Moderate	Copywriting Content marketing Brand strategy SEO
3	Performance marketing specialistExperienced · Individual contributorNo active openings	Accountable for what each customer costs to acquire.	—	Marketing attribution Paid media Budget tracking Web analytics
4	Digital marketing managerManager · People managementNo active openings	Accountable for the budget and the team.	—	Budget ownership Team leadership Stakeholder management Campaign management

What makes the differenceAlso asked for

This describes moves that happen, not a recommended sequence or the only way to get there.

Lateral moves

How people get from one step to the next, and how big the jump is. We do not say how long it takes: that depends on the person, the team and luck.

Content strategistDigital marketing manager
PromotionJump: Moderate
Digital marketing analystPerformance marketing specialist
Lateral moveJump: Gradual

How this path was built

A structured starting point: it describes how this function is organized in technology companies, not a survey of Costa Rican employers. The skills at each step come from the platform’s curated vocabulary. Each version goes through industry review before it replaces this one.

Evidence as of: August 16, 2026
Reviewed on: August 16, 2027