Describe the main marketing roles by the work each one produces, whatever the job title says.
Look at what a marketing job produces or looks after in an ordinary week, and use that to judge the role. This weekly output is a steadier guide than the job title, because titles shift between employers while the actual work shifts much less.
Run a search for marketing jobs in Singapore and the results will include a marketing executive, a digital marketing specialist, a growth associate, and a brand and content lead. Read a few and these names start to seem to mean everything and nothing at once. One title can head two ads that describe completely different jobs. Two different titles can head ads for the same job. Grouping roles by what a person makes or looks after each week gives you a clearer map, and the groups below follow that approach.
Content and copy people produce the material the rest of the marketing team relies on. A copywriter writes web pages, ads, emails, scripts and product descriptions. A content marketer plans and produces articles, guides, videos and social posts meant to attract an audience and hold on to it. Designers and video editors take ideas and turn them into images, layouts and clips. A social media role often rolls all three together, so a single person plans the posts, makes them and answers the comments.
You can point to this output: a page, a post, a video, a campaign. The quality gap between strong and weak content work comes from the decisions you made in modules 3 and 4, where you pinned down exactly who the customer is and why they would choose the business. Give a copywriter that customer and that reason to choose, and the writing comes out sharper than from someone whose only instruction was "make it catchy". The value proposition you tested in module 4 is the starting point for content and copy work. For depth on this area, the sibling course "Content and copywriting that people read" covers it.
Performance marketing is the work of running paid advertising against targets. People in these roles build campaigns on platforms such as Google, Meta or TikTok. They pick audiences, set budgets, try different versions of an ad, and shift spending towards whatever brings in customers at an acceptable cost. What they produce is results measured in numbers. Acquisition cost, which you worked through in module 6, is something they think about every day, and the channel and budget thinking from modules 5 and 6 is performance work as well.
SEO means making a website easier to find in search engines and, increasingly, in AI assistants. An SEO specialist researches what people type into a search box, fixes technical problems that stop pages from being found, and plans content that answers real searches. Success looks like a site that appears for the right searches, and that result builds slowly over months. The search side you studied in lesson 5.2 is SEO.
Analytics people measure what works. They set up tracking on websites and ads, put together reports and dashboards, and answer questions like which channel brought in last quarter's customers. They deliver a clear answer backed by data, and that answer often carries uncomfortable news, such as a favourite channel not working. The leading and lagging numbers from lesson 6.2 belong to analytics. The sibling course "Marketing analytics: GA4, attribution and testing" takes this further.
Email and CRM roles care for people who are already on a list. CRM is short for customer relationship management, meaning the systems and habits a business uses to keep track of its customers. Day to day, someone in this role writes and schedules emails or messages, builds automated sequences such as a welcome series, and keeps the customer list clean and organised. Most of this falls in the retention and advocacy stages from lesson 2.1. Look back at the journey map you drew in module 2: email and CRM work lives in its retention stage.
Product marketing roles own positioning and launches. A product marketer decides who a product is for and how to describe it against the alternatives, then plans how a new product or feature gets to market. They hand the team positioning and messaging to use, along with launch plans. A large share of modules 3 and 4 is product marketing work, and the positioning you wrote in module 3 is an example of it.
Large companies spread these roles across separate teams. In a small business, or a startup with a team of three, most of them usually land on one person. In a single week that person might write posts, run a few ads, check website traffic, send the monthly email and decide what to say about a new product. Ads for this kind of job tend to use the title "marketing executive" or "digital marketing generalist".
The course went through the whole picture, instead of one channel, because of this person. A generalist has to know enough about each role to make sensible calls, and to brief a freelancer when a task needs more skill than they have. Specialists also gain from seeing the whole picture. A copywriter who understands acquisition cost does better work, and so does a performance marketer who understands positioning, and both work more smoothly with their colleagues.
You learn most about a role by reading what Singapore employers actually ask for. Real ads list the tools they expect you to use, and more usefully they list outputs, in phrases like "manage monthly paid social budget", "write weekly EDMs" or "own SEO reporting". Begin your search on MyCareersFuture, the Singapore government's job portal. Then compare those ads with ones on LinkedIn and on private job boards.
Read each ad in this order:
Ignore the title. Skip the list of personality traits. Find the verbs and the things being produced. Use those to decide what the job really is.
For the activity below, choose two of the roles described above and collect three real Singapore job ads for each. As you read them, skip past the title and the list of personality traits and look for the verbs and the things being produced. Those tell you what the job is.
Pick two roles that interest you. For each one, find three Singapore job ads and note the tools and outputs they ask for.
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