Digital Marketing Manager Job Description: Top Duties and Qualifications

A Digital Marketing Manager, or Strategic Digital Marketing Manager, plans, manages and oversees all aspects of a digital marketing campaign to effectively promote brand’s product. Their duties include planning a digital campaign, delegating responsibilities to the marketing team and measuring the performance analytics of a campaign.

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Digital Marketing Manager duties and responsibilities

Use the duties and responsibilities section to outline what your expectations are of your new hire. Include day-to-day functions, how their job meshes with the company as a whole, and what you expect them to do well on the job. Duties for the Digital Marketing Manager include:

  • Handling strategic online initiatives
  • Leading marketing campaigns from the idea stage through to their execution and implementation
  • Monitoring and evaluating online media campaigns to keep them fresh and effective
  • Directing the hiring of marketing and promotions staff and supervising their work
  • Negotiating advertising contracts
  • Working with other department heads and staff to discuss plans and marketing strategies
  • Collaborating with finance staff to set and stay within budget
  • Staying current with emerging opportunities in the digital marketing world

What does a Digital Marketing Manager do?

Digital Marketing Managers oversee a team of marketing professionals in building and implementing a digital marketing campaign to publish on a variety of outlets. They build strategies to publish display, social media, SEO and web advertisements. They’ll work with their team to brainstorm ideas for digital campaigns, then they’ll build a schedule for each element of the campaign. They delegate the necessary takes to each team member based on their specific interests or skills. 

Once the campaign is published, the Digital Marketing Manager reviews and measures its performance to determine if it’s met their marketing goals. The Digital Marketing Manager is then responsible for reporting and presenting these results to the leadership team.

Digital Marketing Manager skills and qualifications

In this section, describe the skills and qualifications you would like to see in your digital marketing manager. It is wise to include education, job experience, certifications and technical skills. You may also want to include soft skills and personality traits that would make a candidate successful in your company:

  • Bachelor’s degree in marketing or related field required
  • Five or more years of experience in digital marketing and advertising
  • Well-versed in the use of social media as a marketing tool
  • Understands website metrics and best practices
  • Experience with search engine optimization, lead generation, and email marketing
  • Able to work with colleagues at all levels to develop marketing goals and evaluate results 
  • Good at problem-solving and communication
  • Strong writing skills

Digital Marketing Manager salary expectations

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Digital Marketing Manager education and training requirements

A bachelor’s degree in marketing or a related field is required. Certificates in fields related to digital marketing and website development/optimization are also helpful. Google certification is a plus. Digital Marketing Managers must have extensive knowledge of the predominant digital marketing platforms. A good grasp of marketing automation and lead software is also beneficial.

Digital Marketing Manager experience requirements

A Digital Marketing Manager must have at least five years of experience in digital marketing or a related field. Social media marketing experience is beneficial. Experience with website building and optimization is a plus. Candidates should have some experience in team building, leadership and project management.

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Frequently asked questions about Digital Marketing Managers

 

Who reports to a Digital Marketing Manager?

A Digital Marketing Manager is usually in charge of many employees in the marketing department. They often strategize a digital marketing campaign, then assign tasks to the team and provide guidance to help them complete their individual projects. They’re in charge of employees like the marketing coordinator who assists them in basic marketing tasks like preparing reports and tracking campaign analytics. 

The Digital Marketing Manager also usually oversees the Graphic Designer, who designs logos, website graphics and social media images. Copywriters usually work for Digital Marketing Managers writing the content that supports their marketing material. The Digital Marketing Manager provides each team member with support and guidance to help accomplish complex work items. 

 

What's the difference between a Digital Marketing Manager and a Marketing Manager?

The Digital Marketing Manager typically works solely on digital campaigns that take place on online outlets, like social media outlets, websites and email platforms. They focus solely on the optimization of ad campaigns on digital media outlets and brainstorm ways for their digital campaigns to reach wider audiences online. 

Marketing Managers usually work on both print and digital campaigns. They usually build budgets for the department to promote the brand on print formats and sometimes online. Marketing Managers are traditionally more trained in traditional advertising through trade shows, sales sheets, billboard advertisements and magazines. Some Marketing Managers receive additional training in digital marketing efforts to help them run both print and digital campaigns.

 

Who does a Digital Marketing Manager report to?

The person a Digital Marketing Manager reports to often depends on the size and type of company they work in. Larger companies usually have several marketing employees in both middle and upper management positions. In these companies, a Digital Marketing Manager reports to either a Director of Marketing, a Vice President of Marketing or both. These positions work more closely with the CEO and other leadership members, gauging an understanding of the company’s needs. They’ll then relay this information to the Digital Marketing Manager. 

Smaller companies may have the Digital Marketing Manager as the highest-ranking marketing employee. They may report directly to the CEO or owner of the company to report the department’s performance and to receive company updates.

 

What makes a great Digital Marketing Manager?

A great Digital Marketing Manager should have extensive knowledge of and experience with various marketing strategies and digital tools used to implement an effective campaign. They should also be strong leaders who are willing to teach their marketing team members how to use these tools to create a successful campaign. 

It’s also important to find a Digital Marketing Manager candidate who is a strong communicator, as they regularly work with various departments, their own marketing team and leadership members to develop results-driven digital campaigns.

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