Omnichannel Marketers
It used to be that all a business needed to connect with customers was a brick-and-mortar store and one landline. Today, businesses can connect with their customers in numerous ways and funnel it all (social media, telephone, website, etc.) through an omnichannel.
Omnichannel technology, a tool that funnels all customer touchpoints into a single source and view of the customer, has created endless possibilities for marketing. Many businesses are hiring omnichannel marketers to deliver personalized and relevant marketing, track analytics, and deepen relationships that gain and retain customers.
This guide will help you understand the value an omnichannel marketer can bring to your business. We’ll explore the qualities to look for in an omnichannel marketer, helpful information to know before you hire an omnichannel marketer, and how to hire the best omnichannel marketer for your needs.
What does an omnichannel marketer do?
An omnichannel marketer designs, implements, and optimizes a seamless and personalized customer experience across multiple online channels. These marketers understand the customer journey and engage users at every brand touchpoint in a way that is coordinated and contextualized.
Omnichannel marketers are often skilled in multiple areas including strategy, data analytics, cross-channel collaboration, and content creation. Many offer expertise and experience in most of the customer contact points of an omnichannel.
Writing an omnichannel marketer job post
Find the omnichannel marketer who best fits your needs by creating an effective job post. The following details can help you write a compelling job post that clearly states what you seek.
Job post title
Describe exactly what you’re looking for in an omnichannel marketer using clear, straightforward language. Identify keywords that your ideal candidate is likely to type into a job search bar, for example:
- Omnichannel marketing manager. Omnichannel marketing manager needed to oversee and execute strategies across all channels for a large clothing retail company.
- Director of multichannel marketing. Content streaming company seeks an omnichannel marketer who can bring strategic focus to orchestrate and integrate across the full customer experience.
- Customer journey specialist. Omnichannel marketer needed to map and improve user interaction with our health care brand across all channels.
- Channel integration coordinator. Financial company seeks omnichannel marketer with specialization integrating systems and processes for a seamless user experience.
Additional job titles for an omnichannel marketer include head of omnichannel commerce, customer experience orchestrator, multichannel campaign strategist, and director of holistic customer engagement.
Project description
An effective project description for an omnichannel marketer should cover the following areas:
- Scope of work. List all the deliverables you want from the omnichannel marketer. For example, mention strategy, integration, whole-system user interaction, data analysis, and creative.
- Project length. Indicate whether the project is ongoing or short term, small or large in scope. Quantify as much detail as possible around milestones and timeline.
- Background. Mention the type of omnichannel experience you’d like the person to have, including information about results they can share.
- Budget. Set a budget and include your hourly or fixed-rate payment preference.
Omnichannel marketer job responsibilities
Add details about omnichannel marketer job responsibilities. Common responsibilities include:
- Customer experience strategy. Provide strategy for integrating the cross-channel customer experience.
- Analyze and improve the customer journey. Track, analyze, and improve the customer journey for a seamless omnichannel experience.
- Personalization. Create targeted marketing campaigns based on customer personalization.
- Cross-functional coordination. Manage cross-functional coordination between all channels to share data and implement a connected process.
Omnichannel marketer skills and qualifications
Share the specific qualifications you’d like the omnichannel marketer to have. Capabilities to ask for may include:
- Customer journey expertise. Must demonstrate a successful track record defining, creating, and tracking the omnichannel customer journey.
- Data analytics skills. Must have strong analytics skills to synthesize data from multiple sources to gain insight into customer needs and analyze program performance.
- Cross-channel marketing experience. Applicants must have a track record running cross-channel marketing campaigns.
- Knowledge of marketing technology. Seeking candidates with experience working with a range of marketing technology tools to optimize omnichannel marketing efforts.
Helpful information to know before you hire an omnichannel marketer
Understand the role, demand, and costs associated with choosing an omnichannel marketer to select the best candidate for your needs. Consider the following information before hiring.
The role of an omnichannel marketer
A successful omnichannel marketer can handle strategy, analytics, and operations, and offer experience in a variety of channels. When you hire an omnichannel marketer, ask about skills including:
- Strategy. An omnichannel marketer can think and plan strategically across all channels and manage coordinated campaigns.
- Channel marketing. An omnichannel marketer can conceptualize and craft messaging, craft content, and create assets specific to each channel.
- Customer journey analysis. An omnichannel marketer can offer customer insights based on data and map customer touchpoints to eliminate user friction.
- Marketing automation. An omnichannel marketer can manage the operations of workflows, deliverables, and cross-channel integrations.
Omnichannel marketer hiring demand in 2024
Hiring demand for omnichannel marketers has been increasing at an above average rate and is projected to continue to increase in 2024 and beyond. The U.S. Bureau of Labor and Statistics expects roles related to advertising, promotions, and marketing management to grow 8% through 2032.
Many businesses are accelerating their digital capabilities to keep pace with consumer preferences to connect with them through multiple channels. According to statista.com, 35% of managers said they were successful in achieving omnichannel personalization in 2022, up from 24% the year before. As brands shift their business interactions online and adopt cross-channel customer engagement strategies, it’s anticipated that hiring demand for omnichannel marketers will increase.
A recent report from the research and advisory firm Forrester, for example, predicts global online retail sales to increase 8.9% annually, reaching $6.8 trillion in sales in 2028, alongside $21.9 trillion in offline sales. Forrester recommends, as a result, that retailers invest in omnichannel strategies to facilitate seamless customer experiences online and offline.
The most common projects for omnichannel marketers
Omnichannel marketers are most commonly hired by businesses to develop successful strategies for the end-to-end customer experience, identify gaps in capability, and drive digital transformation initiatives within the omnichannels. Common projects omnichannel marketers are hired for include:
- Omnichannel strategy building. Omnichannel marketers can develop an overarching strategy to connect and improve customer experiences across channels.
- Cross-channel campaign management. Omnichannel marketers plan and execute integrated campaigns across multiple touchpoints.
- Customer journey mapping. Omnichannel marketers deeply analyze the cross-channel customer journey to find strengths and areas for improvement in the customer journey.
- Channel integration. Omnichannel marketers work with IT on infrastructure projects to connect and create system continuity.
- Personalization. Omnichannel marketers gather and analyze data to create targeted and personalized messaging.
Industries hiring omnichannel marketers
The number of industries looking to hire omnichannel marketers has increased as the digital landscape for businesses has accelerated. Top industries hiring today include:
- Retail. Retailers rely heavily on omnichannel marketers to connect with consumers, coordinate marketing campaigns, and support online commerce.
- Media and entertainment. Content and streaming services are hiring omnichannel marketers to facilitate a seamless customer experience through consolidated channels.
- Hospitality. Hotels and travel brands are hiring omnichannel marketers to attract and book hotels and related amenities.
- Health care systems. Medical insurers and health care providers rely on omnichannel marketers to coordinate the patient experience between online portals, telehealth offerings, and pharmacy interfaces.
Average cost of hiring an omnichannel marketer in 2024
Omnichannel marketers are typically paid by the hour. Rates vary, depending on a person’s level of experience and success. Be sure to ask the omnichannel marketer to outline their relevant experience and share details about prior omnichannel marketing successes.
Don’t be thrown off by omnichannel marketer hourly rates if costs vary:
- An experienced omnichannel marketer with proven results may require higher fees but also bring specialized expertise and deliver a higher-quality outcome.
- A more affordable omnichannel marketer may be qualified to meet your needs yet is offering competitive pricing to build a client base.
Hourly rates for an omnichannel marketer on Upwork in 2024 can start as low as $10 an hour and go up to $400 and even higher. The average hourly rate falls at about $68 per hour. Typical rates charged by omnichannel marketers on Upwork are:
- Entry level. $30 per hour
- Intermediate. $65 per hour
- Expert. $175+ per hour
Hire an omnichannel marketer today
Consider hiring an omnichannel marketer to help you develop omnichannel strategies, marketing campaigns, and cross-channel messaging that will create interest, tend to current clients, and generate leads. Take a moment to understand what an omnichannel marketer does and how they may support your business. Research cost, get clear on your own unique needs, and write a job description that will attract the omnichannel marketer most likely to help you achieve your goals.
No matter which qualities and skill sets you’re looking for, you’ll find the professional you need on Upwork. The process is personalized, easy, and fast. Sign up and post a job today to connect with an omnichannel marketer who will meet—and maybe even exceed—your expectations.