Digital Marketing Manager

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Digital Marketing Manager job description

This page details key information about the Digital Marketing Manager role. Keep reading to learn the core responsibilities, salary information and how to approach digital marketing recruitment.

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.

What is a Digital Marketing Manager paid?

The average pay range for a Digital Marketing Manager is £45,000 - £70,000. For a contractor you can expect to pay £225 - £350 per day.

It's important to know that salary can vary depending on industry, business size and years of experience. To learn more salary information, download our digital marketing salary guide below.

Salary guides
Side-by-side bar charts comparing salary and day rate income, with the salary bar in pink reaching just under £70K and the day rate bar in blue reaching just over £300.

Career path & progression

Digital Marketing Managers are in high-demand, with businesses across every industry actively investing in their online presence. As a result, marketers have a wealth of digital marketing jobs to choose from, including specialist roles. 

If they're looking to progress their career, they might consider the following roles:

With enough digital marketing experience, a marketer can pursue the Head of Digital role. Stepping into this leadership position sees increased responsibilities as you lead a team of specialists to execute your strategy. In this position, you will ensure you have the right strategy in place and the budget and resource to execute it.

Learn more

Having gained enough leadership experience, you might pursue the Director job title. In this role, you will oversee the development and implementation of the digital marketing strategy. Reporting to the Chief Marketing Officer (CMO), you will ensure that your team's goals align with the business needs.

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An experienced Marketing Executive will be able to pursue the Manager job title. In this role, you will create strategic marketing plans based on your expert knowledge of the customer. Plus, you will lead the a team of marketing professionals to ensure they stay on track to meet business goals.

Learn more

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Ready to hire a Digital Marketing Manager? Get in touch to see how we can help!

Liz Hopkins Senior Director

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FAQs

To become a Digital Marketing Manager, you’ll need a mix of technical and soft skills. Technical digital skills include data analytics, SEO/AEO, content and social media strategy, email marketing, CRM management, AI and automation tools. Soft skills required include team leadership, communication skills, project management skills, creativity and adaptability.

A Digital Marketing Manager focuses exclusively on online initiatives and channels. A traditional Marketing Manager has a wider scope, looking after the organisation’s overall brand strategy across both online and offline channels. The two roles often overlap in a start-up or small-to-mid-sized organisation.

Although the two Manager jobs have a different scope, they’re generally considered to be at the same level, and equally important to a modern marketing team. Their salaries reflect this, with both reaching a top end of £75,000 per annum for a permanent role and £450 per day for a contract role.

No, you do not need a degree to become a Digital Marketing Manager. Although some businesses ask for a degree in marketing, business management or communications, it’s not a pre-requisite of the role. Employers will pay more attention to your skills, project portfolio and practical experience. It also helps having certifications in digital marketing, PPC advertising, SEO or Google Ads.