Digital Marketing Skills Verification

• Digital Marketing

  Demonstrated

  Demonstrated broad hands-on experience across SEO, social media, paid advertising, content, community building and reporting, with examples of independently owning marketing initiatives from strategy through execution and measurement.

• Paid Media

  Demonstrated

  Demonstrated practical experience running Meta and Google Ads, including campaign setup, keyword and creative research, optimization and monitoring metrics such as CTR, CPC, cost per lead and cost per message. She shared experience managing approximately $3K in monthly paid media spend.

• Social Media Marketing

  Demonstrated

  Demonstrated hands-on experience developing and executing social strategies across LinkedIn, TikTok, Pinterest, Instagram, Reddit and other communities. She shared examples including growing a LinkedIn audience from approximately 600 to 1,200–1,300 organically and building a Pinterest presence reaching approximately 40K monthly views.

• Marketing Analytics

  Demonstrated

  Demonstrated a strong reporting mindset across organic and paid channels, tracking performance from traffic and engagement through website visits, conversions and purchases. In her current role, she independently owns regular reporting, monitors performance across markets and identifies problems and optimization opportunities.

• Marketing Strategy

  Demonstrated

  Demonstrated strategic ownership across multiple projects, including market and competitor research, channel planning, content and SEO strategy, localization and cross-functional execution. She also described independently leading an initiative from financial planning and creative execution through distribution and measurement, reporting 219 purchases, an increase in annual-plan share from 28% to 31.6% and approximately $60K in additional revenue.

• Performance Marketing

  Partial

  Demonstrated practical performance marketing experience through Meta and Google Ads and understands core optimization metrics such as CPC, CTR, CPL and campaign-level performance. However, the session provided less evidence of advanced performance marketing experience across larger budgets, attribution, revenue/ROAS optimization, experimentation or more complex measurement frameworks.

Mariam provided several concrete examples of end-to-end marketing ownership. In her current role, she develops high-level organic acquisition and SEO strategy, allocates work across her team, conducts keyword and competitor research using tools including Semrush and Ahrefs, monitors localized market performance and reports on organic traffic through conversion and purchase. She described independently leading a campaign initiative covering financial planning, creative direction, community distribution and execution. She also demonstrated hands-on Social Media Marketing experience, including organically growing a LinkedIn audience from approximately 600 to 1,200–1,300 followers and combining SEO content, backlinks and Pinterest distribution to build a channel reaching approximately 40K monthly views. On paid media, she described running Meta and Google Ads, managing approximately $3K in monthly spend and optimizing using CTR, CPC, CPL, cost per message and other campaign metrics. Across the discussion, she consistently connected channel activity with reporting, conversion and business outcomes rather than focusing only on surface-level engagement metrics.

1. 1

   Define a clearer specialization: In the future, decide whether to position primarily toward SEO/Organic Growth leadership or broader Digital/Growth Marketing roles. Her strongest demonstrated specialization is currently SEO and organic acquisition.

2. 2

   Deepen performance marketing expertise: If broader Growth/Performance roles are a career goal, build deeper experience in ROAS/revenue optimization, attribution, experimentation, larger-budget management and advanced measurement.

3. 3

   Continue developing AI-search expertise: Continue building knowledge around AI-driven search discovery, AI mentions and the impact of evolving search behavior on traditional SEO, as this can complement her existing organic-growth specialization.