Career outlook for digital strategist

Average UK salary


Currently employed in Scotland


"LMI for All" supplies our salary and employment status information. "Oxford Economics" supplies job forecasts and employment figures. Due to COVID-19 the jobs market is constantly changing. Some of the information may not reflect the current situation.

What's it 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

Working conditions


You’ll generally work 9am – 5pm, Monday to Friday, but hours may vary depending on the expectations of projects.


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.


You may be expected to travel to visit clients.

UK employment status





Self employed


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  • Positive attitude
  • Verbal communication
  • Written communication
  • Creative
  • Innovative
  • Social conscience
  • Developing a plan
  • Time management

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Entry requirements for courses can change. Always contact the college, university or training provider to check exactly what you'll need.

Foundation Apprenticeships

Choosing a Foundation Apprenticeship as one of your subjects in S5 and S6 can help you get a head start with this type of job.

You'll get an SCQF level 6 qualification (the same level as a Higher) plus valuable work placement experience and skills you can't learn in a classroom.

Interested? Find out what's on offer at your school on


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.

Useful subjects

  • English and maths (required by most courses, valued by employers)

For marketing or PR-centered courses:

  • Media studies (required by some courses)
  • Business and computing subjects
  • Social science subjects, such as psychology
  • Creative subjects, such as design

For computing centered courses:

  • Maths and/or physics (required by most courses)
  • Computer science or other science / technology subjects
  • English and/or other social studies subjects, such as business management

For Business and Management centered courses:

  • Business, finance and computing subjects
  • Social Science subjects

If you are considering a combined-studies option, such as Business with Marketing, you should consider subjects that are relevant to all area of study.

You will also need

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 NCFEnationally-accredited certificate in digital marketing.

Helpful to have

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).