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Digital Marketing Manager Job Description

A Digital Marketing Manager plans and executes integrated online marketing programmes across paid, owned, and earned channels. They translate business goals into campaign strategies, manage budgets efficiently, and hold themselves accountable to pipeline and revenue impact — not just impressions. A great hire brings analytical rigour to creative decisions, moves fast without sacrificing quality, and consistently tests new approaches while doubling down on what the data confirms is working.

Key skills

Paid search and paid social management (Google Ads, Meta, LinkedIn)Marketing automation and email nurture (HubSpot, Marketo, Klaviyo)SEO fundamentals and content distributionAnalytics and attribution (GA4, Looker Studio, Amplitude)Conversion rate optimisationCampaign briefing and creative collaborationBudget management and ROAS trackingA/B testing and experiment design

Responsibilities

  • • Develop and own the digital marketing roadmap aligned to quarterly pipeline targets
  • • Plan, launch, and optimise paid campaigns across search, social, and display channels
  • • Manage marketing automation workflows, lead scoring, and email nurture programmes
  • • Partner with content and design to brief and deliver campaign assets on time
  • • Own the analytics stack — build dashboards, report on KPIs, and surface actionable insights
  • • Run continuous CRO experiments on landing pages and key conversion funnels
  • • Manage and reconcile the digital marketing budget monthly
  • • Stay current on platform algorithm changes and emerging channel opportunities

Requirements

  • • 4+ years of digital marketing experience with hands-on campaign management
  • • Demonstrable track record of hitting pipeline or revenue targets through digital channels
  • • Proficiency managing significant paid media budgets with positive ROAS
  • • Strong command of GA4 or comparable analytics platforms
  • • Experience with at least one marketing automation platform
  • • Solid understanding of the full B2B or B2C buyer journey

Nice to have

  • • Experience managing a small team of specialists or agencies
  • • Familiarity with programmatic advertising or ABM platforms
  • • Google Ads or Meta Blueprint certification

What to look for in a great Digital Marketing Manager

The strongest candidates arrive with a portfolio of campaigns they can walk through end-to-end: the hypothesis, the budget, the execution, the results, and — critically — what they changed when results were not good enough. Be wary of candidates who only discuss vanity metrics like impressions and followers. You want someone who connects every campaign to pipeline and revenue, can explain attribution limitations honestly, and has personally operated inside the platforms rather than merely directing agency partners to do so.

Where to source Digital Marketing Manager candidates

Marketing-specific job boards, LinkedIn, and specialist recruiters who focus on digital and growth roles are the primary channels. Strong candidates often emerge from in-house roles at companies whose product and audience are adjacent to yours — they arrive with relevant benchmarks. Digital agency account managers and team leads can bring broad channel exposure but may need support transitioning to in-house ownership accountability. Internal promotion from a strong specialist (paid, SEO, or email) who has grown into strategic thinking is often underutilised.

Interview questions to ask a Digital Marketing Manager

Ask them to walk through a campaign that underperformed and what they did about it — this is more revealing than a success story. Follow with 'How do you decide which channels to invest in when budget is limited?' to test strategic prioritisation. Ask 'How do you attribute revenue across touchpoints in your current stack?' to gauge analytical maturity. Finish with a scenario: 'You have 30 days to generate a meaningful uplift in demo requests — what is your plan?' You are evaluating speed of thinking as much as the plan itself.

FAQ

Hiring a Digital Marketing Manager — FAQs

What does a Digital Marketing Manager do? +
A Digital Marketing Manager plans and executes marketing programmes across digital channels — paid search, paid social, SEO, email, and owned media — with the goal of generating awareness, leads, and revenue. They manage budgets, brief creative teams, run analytics, and continuously optimise based on performance data. In many companies they also manage junior specialists or external agencies.
What skills does a Digital Marketing Manager need? +
Core technical skills include hands-on paid media management, marketing automation, analytics and reporting, SEO fundamentals, and conversion optimisation. Strategic skills — budget allocation, channel mix decisions, and connecting marketing activity to business goals — become increasingly important at manager level. Strong written communication and cross-functional collaboration round out the profile.
How much does a Digital Marketing Manager earn? +
Compensation varies by industry, company size, and geography. Managers in high-growth tech companies or large consumer brands in major cities typically earn at the higher end of the range, while those in smaller organisations or less competitive markets earn less. Variable bonuses tied to pipeline or growth targets are common at some companies. Current local salary surveys provide the most reliable benchmark.
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