What Does a Digital Marketing Manager Do and How To Become One

By Indeed Editorial Team

Published December 10, 2019

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

If you're interested in online and digital marketing, you may consider becoming a digital marketing manager. These employees provide an essential role in many marketing firms and large corporations. Understanding this role may help you decide if it's the right fit for your interests and career goals. 

In this article, we discuss the duties of a digital marketing manager, describe the requirements to become one and explore the skills you may develop to get this job.

What does a digital marketing manager do?

A digital marketing manager is responsible for developing, implementing and overseeing long-term digital marketing campaigns and short-term advertising techniques. This role requires being adept at enhancing brand awareness, driving traffic to the company's website and generating sales leads. A digital marketing manager oversees the marketing team and provides support in several areas, such as:

  • Identifying and testing new digital platforms and tools

  • Using web analytics tools to monitor site traffic

  • Optimizing marketing campaigns, including email marketing, social media and digital advertising

  • Tracking consumers' purchase behavior

Related: Learn Digital Marketing in 9 Steps (With Tips)


Average salary for digital marketing managers

Digital marketing managers are typically full-time employees, though some may work part time or remotely. Salaries for digital marketing managers vary depending on their level of education and work experience and an employer's industry, company size and geographical location. Although there isn't any available information on the average salary for digital marketing managers, the national average salary of digital marketers is $60,252 per year and the national average salary of marketing managers is $68,446 per year.

For the most up-to-date salary information from Indeed, click on the links provided.

Related: How To Create a Digital Marketing Strategy


Digital marketing manager requirements

Obtaining a position as a digital marketing manager may involve certain requirements depending on the role for which you're applying, including:


Education

Entry-level digital marketing managers often have a bachelor's degree in marketing, advertising or a related field. Some employers prefer candidates who have a master's degree or specialized certifications.

You can earn a degree in a range of relevant disciplines, including business administration, information technology and web design. Digital marketing managers are usually required to have studied coursework in coding languages, search engine optimization (SEO), e-commerce and web analytics tools.

Related: How To Get a Job in Digital Marketing in 7 Steps


Training

Training to become a digital marketing manager typically involves serving in lower-level marketing-related roles, such as a marketing assistant or marketing intern. Performing the duties of these roles teaches specific processes and communication skills. An internship is frequently part of earning a degree, which also offers valuable training and direct experience. Training through an internship program may include job shadowing and performing certain duties under supervision. 

Digital marketing managers with previous related experience may transfer communication skills, time management and strategic thinking to work for a new employer or in a similar position.

Related: 9 Types of Effective Digital Marketing Channels To Consider


Certifications

Certifications enable professionals to improve their skills and demonstrate their qualifications to prospective employers. Digital marketing managers can earn certifications to gain more technical knowledge of their responsibilities, test their skills and advance their careers. Some of the most common certifications for this profession include:


Professional Certified Marketer in Digital Marketing

Created by the American Marketing Association, the PCM Digital Marketing certification covers marketing-related topics such as web analytics, social media, SEO, online advertising, email and content marketing. This certification requires candidates to complete a 120-question exam with 80% proficiency. Candidates renew this credential every three years and earn a minimum of 10 continuing education credits each year.

Related: Traditional Marketing vs. Digital Marketing: Differences


Professional Certified Marketer (PCM) in Marketing Management

Marketing experts often recognize the American Marketing Association's PCM Marketing Management certification. The exam for this certification is a 150-question online test that assesses the marketing skills taught in the AMA Marketing Management Bootcamp course. Successful candidates pass the exam with at least 80% accuracy to become certified. Recertification is a requirement every three years, and a minimum of 10 continuing education credits are a requirement every 10 years.

Related: 15 Top Skills for a Digital Marketing Expert


Skills

Digital marketing managers require an assortment of hard and soft skills to succeed in this role. Some skills include:

  • Strategic thinking: This skill involves understanding how people think to interpret the reasoning behind their purchases. A digital marketing manager uses strategic thinking to target advertising and optimizes campaigns to bring the largest return possible.

  • Time management: Digital marketing managers use their time wisely, delegating certain tasks and dedicating a pre-set period to each remaining task which creates a system of completing tasks promptly. This skill is also useful to manage schedules to meet deadlines, attend meetings and perform or delegate other time-sensitive tasks throughout the day.

  • Communication: Digital marketing managers often possess strong, clear and concise communication skills to succeed in their field. Generating reports to share with upper management and writing persuasive product copy are a few of the tasks requiring excellent communication skills.

  • Interpersonal skills: These skills are often a combination of written and verbal communication meant to facilitate clear, respectful communication with media outlets, sales leads, colleagues and clients. Qualities like empathy and intuition enable team members to work together to meet goals, and social skills help marketers understand how individuals communicate, allowing for the most impactful, engaging content for a campaign.

  • Technical skills: Digital marketing managers are required to be familiar and comfortable with the forms of technology they use in their daily set of tasks. Some technical skills include budgeting, analyzing the return on investment of marketing campaigns, word and data processing and web analytics.

Related: What Is a Digital Marketing Campaign? (Plus Different Types)


Digital marketing manager work environment

These specialists work in office settings with the following characteristics:

  • Sitting at a desk for extended periods

  • Using computers, printers and other common office equipment

  • Using proprietary or copyrighted digital tools such as logos or applications

  • Regular interdepartmental communication via email, video meetings or electronic messaging

  • Occasional or frequent domestic traveling

Digital marketing managers can use their knowledge and skills in industries with similar work environments, such as public relations, advertising sales, accounting and business management.

Related: Digital Marketing vs. Content Marketing: Key Differences


How to become a digital marketing manager

The typical path to becoming a digital marketing manager includes the following steps:

  1. Pursue education. Most companies require digital marketing managers to have at least a bachelor's degree and some prefer a master's degree as well. Research requirements in your area, and earn the appropriate level of education for your desired role. You can pursue specific disciplines if your intended industry prefers it.

  2. Gain work experience. You can earn relevant work experience through temporary or part-time marketing support positions or internships. Gaining experience through lower-level marketing support roles can supplement your education and advance your career.

  3. Earn technical certifications. Depending on your education and work history, you may want to consider earning certifications in content marketing, social media or inbound marketing to prepare you for the responsibilities of a digital marketing manager.

  4. Prepare your resume. Include your highest level of education, relevant certifications and your related work history on a resume. Your work experience segment should include the company name, beginning and ending dates of employment and a summary of your responsibilities, contributions and achievements.

  5. Apply to open positions. Once you've earned your degree, certifications and related work experience, search for positions in your desired industry and geographic area. Knowing your qualifications and curating prospective employers can optimize your search and increase the chances of employers contacting you for an interview.

Related: Complete Guide to Marketing Analytics


Digital marketing manager job description example

Here's an example job description for this role:

Advanced Retail Analytics is seeking an experienced digital marketing manager to join our growing team. This role is responsible for identifying new marketing opportunities and increasing awareness around our brand, managing all digital marketing and SEO-related activities like link building, content strategy and keyword usage. The ideal candidate effectively uses digital assets, such as a company website, social media and email, to create marketing strategies that can increase conversion rates and ultimately increase our company's return on investment. Innovative thinking, a focus on positive customer experience and a proactive mindset are essential in this role.


Related careers

Similar roles that a digital marketing manager can use their skills to transition into include:  

  • Marketing director

  • Brand manager

  • Chief marketing officer

  • Product marketing manager


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