Digital Marketing Manager job description

What does a Digital Marketing Manager do?

The Digital Marketing Manager is responsible for growing a business' presence across multiple digital channels. They create and execute online marketing strategies to drive traffic to the website and social media platforms. This might include email marketing, search engine optimisation (SEO), performance marketing and paid social.

Key responsibilities

The role's responsibilities vary depending on the business, their marketing team structure and the digital platforms they invest in. However, the average day tends to include:

• Team management: Lead the development and execution of a comprehensive digital marketing strategy, working cross-functionally with agencies and internal channels specialists. This should include social media marketing, customer relationship management (CRM) and advertising.
• Drive engagement: Collate and schedule digital comms, including newsletters and social media posts, working with the communications team for guidance. You will drive brand engagement by managing the brand social media accounts, responding to comments and DMs.
• CRM management: With a ‘test and learn’ approach to email marketing, you will build loyal, repeat customers.
• Paid ads: Development and execution of paid campaigns across platforms such as Google Ads. Adjusting targeting, budgets, and creatives based on campaign objectives and performance metrics.
• Search engine optimisation (SEO): Work closely with the content marketing team and third-party agencies to coordinate SEO activity. Ensure PPC and SEO keyword strategies are aligned and web pages are optimised appropriately.
• Reporting: Monitoring and reporting on the success of digital marketing campaigns. This can include performance metrics such as cost per click (CPC), cost per acquisition (CPA) and conversion rates. Or, it might include email open rates and traffic driven to the website. The metrics tracked depends on your objectives.
• Explore new opportunities: The role will work with the Head of Digital to identify new opportunities for the business. This might mean investing in new channels or pursuing different advertising platforms to promote the business products and services.

Skills and requirements

If you're hiring for a Digital Marketing Manager, you should look for the following skills and experiences:

• Prior experience within a marketing role or digital marketing position.
• Certifications in digital marketing, PPC advertising, SEO or Google Ads certifications are beneficial. Some businesses may require a degree in marketing.
• Strong communication skills, with the ability to work multiple teams across the business.
• Experience with CRM platform management, such as HubSpot or Salesforce.
• An analytical mindset with the ability to test and learn from campaigns.
• Experience managing third-party agencies, ensuring their outputs align with business expectations.
• Passion for digital marketing, staying on top of the latest trends and updates in the sector.
• Previous experience, knowledge or passion for the industry.

When to hire a Digital Marketing Manager?

The Marketing Manager role should be one of the first hires into your team. At the manager level, talent have the right skills to deliver campaigns, understand strategic thinking and manage stakeholder expectations. What's more, they will be able to learn and grow with your business. A big sell for many candidates is having the opportunity to take ownership of the marketing department and set it up for success.

How to find the right hire

When hiring a marketer, it's often difficult to find someone who specialises across multiple digital skill sets. As a result, it's important to prioritise the skills you need. To know which is right for you, you need to assess where your current customers are organically finding your business.

For instance, if your website is driving most of your revenue, hiring someone with performance marketing experience might be the best choice. They will be able to focus on optimising the site and increasing its traffic. However, if the majority of your customers’ journeys start on social media, you should find a marketer to deliver a strong social strategy.