This is a person who will ask you $80,000 a year to come up with some interesting concepts to communicate a particular message. She or he will visually implement it in one of the most pleasant ways.
But don't ask him to act too fast or to step out of Photoshop or Illustrator. You can not rush art, and his output should be carved in stone for the next 2 years. It will be very difficult for him to work with the website optimization team as they require constant changes.
With all the knowledge and experience required to be involved in all stages of a project from designing and production to measuring and improving.
And I feel I've just started. Being a professional is almost synonymous with always learning.101+ things I know
To be honest, he will save you big money. For $40,000 a year, his first instinct in designing a page will be to apply a thick shadow in Photoshop and import the output in Joomla or Wordpress.
If you need, he will create the business card for your company within Photoshop creating the black from RGB. Don't be surprised if he's using tables to layout the HTML content. Believe me, it still happens — you get what you pay for! Next, the print shop will charge you for the extra work and the next developer will need to start from scratch.
Of course there are better web developers out there but they will come with a price and they will have hard times providing some print design skills or, at the other end, sharing the vision of a marketer in your company.
No self respected ad agency senior designer will understand why you need to test and improve your message, be it a copy or a graphic composition, as he will swear that his artwork is the best you can have. He has pinned a Henry Ford poster with his "horse vs. car" quote, but unfortunately, there was only one Henry Ford and this attitude does not apply in today's market evolution and dynamics.
With $70,000 a year you will get a good coder who will optimize every single request to a database. The code will run fast and his classes and functions are like the Chinese language for the regular guy on the street.
However, beware of any website designed by a geek coder as for him the red color is defined by a single parameter with the value of 255.
I haven't seen yet a marketer who really understands the complexity of a code for a 5-step app on-boarding process, with cookies overwritten at every click, sessions associated to unique visitor IDs — everything cross browser and multi-platform.
This guy will be one of the best paid people in your organization as he will ask for 5% of any savings he will do on your PPC accounts. Plus 3% of your budget. And for beginning, he will do just some clicks because 80% of the world wide accounts are poorly organized. Easy money. Hopefully he will not do what the Google rep will advise him to increase the traffic — raise the bids.
Each position has been considered on a scale from 1 to 10 for having a COMBINED potential in-depth knowledge of: