In Our Search For Digital Champions, Let’s Define What A Digital Champion Is – Forbes

Lloyd’s Banking Group reportedly says it plans to train up to 20,000 “digital champions” who will assist customers with its digital services. They are not the only organization that has taken an interest in ramping up its workforce to meet the opportunities and demands of the digital economy, of course. Everyone needs and wants “digital” skills — or more appropriately, digital management skills. But, what, exactly, are digital management skills?

“Digital skills are invisible,” according to the recently published Manifesto 15 document, which calls for a rethinking in the way education is delivered. Rather, digital skills involve the use of technologies in invisible, fluid and creative ways.

Nevertheless, there are tangible sets of skills organizations are seeking, which can be divided into several buckets. Some of the main categories include the following:

  • Marketing, sales and direct customer engagement roles, which involve interacting with customers via digital channels, from websites to social media;
  • Technology jobs, which involve the design, development and operations of platforms and services for digital channels; and
  • Traditional jobs that incorporate digital elements or capabilities, such as financial managers employing big data and digital risk-management tools, or production managers working with sensor data.

The digital skills required among marketing/sales and technology professionals are self-evident, but the impact on more traditional roles is less clear, and varies company by company, if not person by person.  Of course, this isn’t even considering the new class of entrepreneurs and independent contractors who are building businesses entirely out of online, digital services.

To get a glimpse into they types of “digital champions” organizations are now seeking — be it more technical, marketing, or other types of roles — a scan of the latest job postings may be in order. There are actually a lot of interesting job descriptions that are evolving with the rise of digital. A perusal of online job postings finds many marketing positions now carry the designation of “digital,” but it’s fair to say the scope of digital extends well beyond the marketing department.

Here are a few interesting positions (and a surprising digital opportunity cited at the end of this article):

Digital marketing analyst (publisher): This professional will work with analytics tools to support the marketing team’s analytics initiatives. The position also require someone who can produce “dashboards that help the whole business understand how our online partner and brand channels are growing and how customers are engaging with us online.”

API designer (financial services):  This is a part technical, part evangelist software development position that will seek to help “internal and external stakeholders to build world-class experiences on top of our APIs and help guide our technical teams to build world-class APIs that are fun and easy to use….” This jobholder will also be called upon to “work directly with internal and external API consumers to understand design needs, gaps and opportunities.” The API designer will also be expected to be “engaged in the external API community.”

Senior manager communications digital planning and operations (retail):  In this newly created role, the manager will be responsible for “writing strategic communications focusing on digital products and solutions,” as well as “collaborate with enterprise digital leadership and product management teams to ensure effective communication of business activities and innovative development.”  The role also consists of writing “engaging, relevant, original content for digital marketing materials that support the digital value proposition; deliverables include presentations, newsletters, internal communications, and dashboards.”