A Digital Producer is a professional who plays a crucial role in the creation and execution of digital content and experiences. They are responsible for overseeing the development and delivery of digital projects, ensuring they meet the objectives and requirements of clients or stakeholders. In this blog post, we describe the primary responsibilities and the most in-demand hard and soft skills for Digital Producers.

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Main Responsibilities of a Digital Producer

The following list describes the typical responsibilities of a Digital Producer:

Adopt

Adopt a test and learn, fail fast mindset with calculated risk taking.

Advise

Advise designers in all production-related matters with creative solutions for improving quality.

Analyze

Analyze project metrics and performance indicators to assess project success.

Assign

Assign, monitor and direct workflow for project team.

Assist in

• Assist in determining the best technical development and implementation methods for digital projects.

• Assist in training material creation and delivery of training.

• Assist in vetting and selection of social media influencers.

• Assist the account supervisor / director in the creation of proposals and project plans.

• Assist the digital desk with posting online stories to thestar.com and other sites and platforms.

• Assist with content creation at on-site events with talent.

• Assist with employee on-boarding and training.

• Assist with scoping development and design phases.

Attend

Attend client meetings and phone calls to completely understand their needs.

Check

Check output before it is delivered / published to ensure the requirements have been met.

Collaborate with

• Collaborate with and coordinate with in-house designers, developers, strategists and freelancers.

• Collaborate with cross-functional teams to define project scope and objectives.

• Collaborate with designers, developers, and content creators to ensure seamless integration of different project components.

• Collaborate with internal teams to design, develop and implement digital projects.

• Collaborate with key stakeholders to ensure support and implementation of strategic updates.

Communicate

• Communicate project status to teams and clients on a regular basis.

• Communicate with the team and ensure all members are on board with delegated tasks.

Conduct

• Conduct post-project evaluations to identify areas for improvement and best practices.

• Conduct quality assurance checks to ensure deliverables meet quality standards.

• Conduct research and collect data about our clients and their industry.

• Conduct research and gather requirements to understand client needs.

• Conduct user research and gather feedback to inform project decisions.

• Conduct vendor digital production orientation, integration, and support for execution.

Consult

Consult, and shares knowledge across organization.

Contribute to

• Contribute to production-level tasks, including editing and publishing.

• Contribute to the quality review and editing of client deliverables and presentations.

Coordinate

• Coordinate and facilitate the accomplishment of task milestones across multiple work groups.

• Coordinate and manage digital projects from concept to completion.

• Coordinate medium to large projects.

• Coordinate regularly with other project leads (project managers, developers, qa etc.).

• Coordinate resources and allocate tasks to team members.

• Coordinate the team to develop effective implementation and procurement strategies.

• Coordinate usability testing, validation and implementation of public site enhancements.

Create

• Create and maintain project documentation, including briefs, schedules, and status reports.

• Create and manage project plans and documentation.

• Create and update project boards and timelines in Mavenlink.

• Create high-quality content around important, relevant terms.

• Create intricate project plans that consider every detail and budget line item.

Define

• Define and manage product roadmaps to realize business goals and strategies.

• Define, plan, and scope new opportunities, workstreams or initiatives.

Deliver

Deliver right mix of operations, delivery, strategy, and innovation.

Design

Design and develop social / digital content and ad creative.

Develop

• Develop a detailed project plan and monitor progress.

• Develop and lead engagement plans that align with agency and client business needs.

• Develop and maintain client-specific project plans in collaboration with strategists and managers.

• Develop and maintain strong relationships with clients and stakeholders.

• Develop, implement and manage project plans.

• Develop project plans, timelines, and budgets.

• Develop support documentation including risk logs and requirement specifications.

Drive

Drive scoping and proposals for new business opportunities.

Edit

Edit and curate content to appear on the homepage and social media channels.

Ensure

• Ensure all client deliverables and projects are within budget, timeframe, and scope.

• Ensure all content and activations adhere to brand guidelines and marketing strategies.

• Ensure all work launches smoothly and on time.

• Ensure deliverables meet the clients' expectations and Brainrider's high-quality standards.

• Ensure overall team satisfaction and success.

• Ensure projects comply with legal and ethical standards, such as copyright and data protection.

• Ensure testing and quality assurance phase is executed.

• Ensure the client's satisfaction in the work and project experience overall.

• Ensure work is delivered on time and on budget.

Establish

• Establish content success metrics, review engagement statistics, and recommend enhancements.

• Establish shared vision by building consensus on priorities leading to product execution.

Facilitate

Facilitate prioritization of digital marketing projects and Information Technology decisions.

Follow

Follow standard policies and procedures, and recommend improvements as needed.

Foster

Foster a culture of creativity, collaboration, and continuous learning within the team.

Gather

Gather assets and support across all projects.

Generate

Generate and manage project plans, estimates and schedules for small scoped projects.

Help

• Help contribute to project communication documents such as meeting minutes, status reporting, etc..

• Help define the core product vision, goals, functionality and requirements.

Highlight

Highlight potential risks or malfunctions and act proactively to resolve issues.

Identify

• Identify and close resource gaps as needed to meet project goals.

• Identify and employ appropriate escalations paths.

• Identify and mitigate project risks.

• Identify and sell through areas to broaden the scope of work on any given project / brand.

• Identify opportunities for innovation and propose new digital initiatives.

• Identify when client feedback is out-of-scope and how to proceed.

Implement

Implement project management methodologies and best practices.

Join

Join all relevant client and internal meetings related throughout the production process.

Keep

• Keep Department Director aware of progress – raising concerns as quickly as possible.

• Keep on top of trends and latest digital innovations.

Lead

• Lead others to complete Continuous Improvements (CI) initiatives.

• Lead project planning including.

• Lead project pre-production meetings.

• Lead training / mentoring of producers on production methodology, financial process, and PM skills.

Liaise with

• Liaise between the client and internal teams, reporting directly to the Lead Producer.

• Liaise with clients or stakeholders to provide project updates and address any concerns.

• Liaise with Head of Interface to capture and service all project requirements within the team.

Maintain

• Maintain agency tools for client communication.

• Maintain and evolves cultural awareness.

• Maintain deep consumer insights and learnings.

• Maintain expertise in the web development / asset / content generation medium.

• Maintain planning documents and production / delivery schedules.

Make

Make the right decisions even when they aren't the easiest decisions.

Manage

• Manage and adhere to project deadlines.

• Manage and mitigate project risks and issues.

• Manage and monitor payment triggers and cash flow.

• Manage approvals (marketing, legal, clearances, etc.).

• Manage both on-page SEO and off-page SEO for the company.

• Manage feedback, changes, and approval cycles.

• Manage multiple projects simultaneously and prioritize tasks effectively.

• Manage relationships with external vendors and subcontractors.

• Manage staffing, hiring, and allocations across brands.

• Manage the content production pipeline.

• Manage the request and tracking of invoices and POs, working closely with project teams and finance.

• Manage transcript production for each episode, and other accessibility issues with all social media.

• Manage vendor and partner relationships for successful digital project delivery.

Monitor

• Monitor and publish wires, with an eye to visuals, SEO, keywords and social sharing.

• Monitor and report on Google Analytics metrics.

• Monitor and report on KPIs per campaign to construct final wrap reports.

• Monitor project progress and ensure adherence to timelines and budget.

• Monitor shared email inboxes.

• Monitor the time tracking of all projects in portfolio.

Motivate

Motivate and manage team members and their time.

Optimize

• Optimize digital assets for search engine optimization (SEO) and discoverability.

• Optimize internal workflow, and make sure their content looks great across all devices and channels.

Oversee

• Oversee content creation and ensure it aligns with the project's objectives.

• Oversee photo research for supplied imagery.

• Oversee testing and quality assurance for website and digital programs.

Own

Own communication of project status to the team and stakeholders from Discovery to Deployment.

Plan

Plan and execute digital marketing campaigns to promote projects or products.

Prepare

Prepare project documentation, including project plans, reviews, and status reports.

Produce

• Produce and package stories in a creative and innovative way.

• Produce digital activations including sweepstakes, contests, and UGC campaigns.

Provide

• Provide digital thought leadership, bringing knowledge and solutions to drive business outcomes.

• Provide end-to-end project management.

• Provide exceptional customer service to clientele and understand their needs.

• Provide guidance and support to team members, fostering a collaborative work environment.

• Provide project leadership that encourages enthusiasm and camaraderie.

• Provide support for large-scale web projects like product / campaign launches.

Recommend

Recommend project methodology and scope effort to fit within budget and schedule.

Represent

Represent digital channel expertise and best practices, specifically social media and e-commerce.

Request

Request assets from clients or other parties.

Research

Research and identify third-party vendor partners and maintain a library of resources.

Review

Review deliverables with internal team and present to clients.

Run

Run and coordinate internal meetings such as planning sessions, stand-ups etc..

Schedule

Schedule and lead client meetings and calls and create and send agendas and recaps.

Scope

• Scope production timelines for multiple concurrent digital projects and multiple formats.

• Scope project requirements and prepare budget.

Share

Share insights / analysis with Business Partners to define digital strategy.

Stay updated with

• Stay informed about digital marketing strategies and leverage them to enhance project outcomes.

• Stay updated on web design and development trends.

• Stay updated with industry trends and emerging technologies.

• Stay up-to-date with the latest trends and changes with SEO and major search engines.

Structure

Structure and scope digital and interactive projects such as websites, email, digital display.

Summarize

Summarize and propose solutions to core challenges that the team may face.

Support

• Support and articulate agency philosophy to clients, subordinates and other staff members.

• Support client account management, as needed.

• Support team's execution with an eye for detail.

• Support the Account Director with day to day tasks for the team including holiday and general admin.

• Support the Email and Marketing Automation team by developing emails and landing pages using Marketo.

Take

• Take complete ownership over discovery and project lifecycle.

• Take detailed internal and external meeting notes, and share these with the right stakeholders.

• Take personal accountability for self-development, while building and developing talent around them.

• Take the Long View - Ensure the company is built to last.

Test

Test and troubleshoot digital assets to ensure functionality and optimal user experience.

Track

Track and report project and deliverable progress and status to senior leaders.

Understand

Understand the range of and potential digital solutions needed in a large CPG business.

Uphold

Uphold the core values of the Toronto Star and the Atkinson principles.

Validate

Validate project requirements during testing.

Work with

• Work alongside Director of Operations & CEO to create project briefs and strategies.

• Work closely with Technical Leads to craft technical approaches to digital solutions.

• Work closely with the JKR's Head of Interface on project planning, running of projects, and team.

• Work independently and complete assigned tasks within identified timeframes.

• Work with creative and development teams.

• Work with manager to allocate appropriate resources.

• Work with PRX's PR Specialist to provide materials for press inquiries and awards applications.

• Work with team members to solve complex user / business problems with effective digital experiences.

Write

• Write display copy and SEO-rich web display.

• Write SEO-friendly headlines that are gripping to readers on multiple platforms.

Most In-demand Hard Skills

The following list describes the most required technical skills of a Digital Producer:

1. Proficiency in project management tools and software (e.g., Jira, Asana, Trello).

2. Knowledge of web design and development technologies (HTML, CSS, JavaScript).

3. Familiarity with content management systems (CMS) and digital asset management (DAM) platforms.

4. Experience with multimedia production tools (Adobe Creative Suite, Final Cut Pro).

5. Understanding of user experience (UX) and user interface (UI) design principles.

6. Knowledge of digital marketing strategies and analytics tools (Google Analytics, SEO tools).

7. Proficiency in data analysis and reporting.

8. Understanding of agile project management methodologies.

9. Familiarity with video editing and motion graphics software.

10. Knowledge of e-commerce platforms and online payment systems.

11. Experience with email marketing tools and automation platforms.

12. Proficiency in social media management and analytics.

13. Understanding of responsive design and mobile optimization.

14. Knowledge of digital accessibility standards and guidelines.

15. Experience with website optimization techniques and conversion rate optimization (CRO).

16. Familiarity with search engine marketing (SEM) and pay-per-click (PPC) advertising.

17. Proficiency in data visualization tools (Tableau, Power BI).

18. Knowledge of cybersecurity and data privacy best practices.

19. Understanding of web analytics andconversion tracking.

20. Proficiency in project budgeting and financial management.

Most In-demand Soft Skills

The following list describes the most required soft skills of a Digital Producer:

1. Excellent communication skills, both written and verbal.

2. Strong interpersonal and relationship-building abilities.

3. Effective leadership and team management skills.

4. Problem-solving and critical thinking abilities.

5. Adaptability and flexibility in a fast-paced, ever-changing digital environment.

6. Time management and organizational skills to meet project deadlines.

7. Attention to detail and a commitment to delivering high-quality work.

8. Ability to work well under pressure and handle multiple priorities.

9. Collaboration and teamwork skills to foster a positive and productive work environment.

10. Strong client management and customer service skills.

Conclusion

A Digital Producer is responsible for overseeing and managing the development and delivery of digital projects. They possess a combination of technical expertise and soft skills to effectively coordinate cross-functional teams, meet project objectives, and ensure client satisfaction. The role of a Digital Producer requires a diverse set of skills, ranging from project management and technical proficiency to effective communication and problem-solving abilities. By acquiring and honing these skills, Digital Producers can excel in their roles and contribute to the success of digital projects in today's rapidly evolving digital landscape.