What Does a Digital Marketing Manager Do?
A digital marketing manager leads the development and execution of online marketing strategies designed to drive traffic, generate leads, and grow brand awareness. They manage cross-channel campaigns that span search engines, social platforms, email, content, and paid media, ensuring alignment with broader business objectives. Their work involves overseeing day-to-day campaign performance, managing budgets, analyzing KPIs, and optimizing for continuous improvement.
These professionals work closely with internal teams like sales, product, and creative, as well as external vendors and agencies, to ensure consistency in messaging and campaign execution. Digital marketing managers are key decision-makers when it comes to selecting marketing technologies and platforms. They must stay ahead of trends and adjust strategies in real time based on performance data and market changes.
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Digital Marketing Manager Core Responsibilities
- Develop and execute multi-channel digital marketing campaigns (e.g., SEO, PPC, email, social media, content)
- Manage and optimize paid advertising campaigns across platforms like Google Ads, Meta Ads, and LinkedIn
- Collaborate with creative, sales, and content teams to produce compelling marketing assets
- Use tools like GA4, SEMrush, and HubSpot to track, report, and improve campaign performance
- Conduct A/B testing and conversion rate optimization to boost ROI
- Manage digital marketing budgets, forecasting, and vendor contracts
- Lead competitive analysis and audience segmentation strategies
- Supervise marketing team members or external contractors/agencies as needed
- Ensure campaigns align with brand standards and regulatory compliance
Required Skills and Qualifications
Hard skills
- Proficiency with SEO tools (e.g., SEMrush, Ahrefs) and Google Analytics 4
- Experience managing paid search and display campaigns (Google Ads, Meta Ads Manager)
- Strong grasp of email marketing platforms and marketing automation (e.g., Mailchimp, HubSpot)
- Ability to analyze and interpret campaign data to inform decisions
- Knowledge of website management tools (e.g., WordPress, CMS platforms)
Soft skills
- Strong analytical and problem-solving abilities
- Excellent written and verbal communication
- Strategic thinking with attention to detail
- Ability to manage multiple projects and deadlines
- Team leadership and cross-functional collaboration
Education
- Bachelor’s degree in marketing, communications, business, or a related field
Certifications
- Google Ads Certification
- HubSpot Marketing Software Certification
Other valuable certifications include Meta Blueprint and Google Analytics certifications.
Preferred Qualifications
- 5+ years of digital marketing experience, with proven results in performance marketing
- Experience managing a digital marketing team or agency partners
- Knowledge of data visualization tools like Looker Studio or Tableau
- Familiarity with HTML/CSS or CRO tools such as Optimizely or Hotjar
- Industry-specific marketing experience (e.g., e-commerce, SaaS, B2B)
National Average Salary
Digital marketing manager salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Digital Marketing Manager is:
$84,640
Sample Job Description Templates for Digital Marketing Managers
Assistant Digital Marketing Manager
Position Overview
The assistant digital marketing manager supports the planning and execution of digital campaigns across multiple platforms. This entry-level to junior role assists with campaign reporting, content scheduling, and marketing tool setup to help the broader marketing team meet performance goals.
Responsibilities
- Assist with campaign setup, testing, and monitoring
- Schedule and publish content across social media and email platforms
- Compile reports using GA4 and other analytics tools
- Support SEO updates and basic keyword research
- Maintain marketing assets in CMS platforms
- Coordinate with vendors and internal teams to support campaign execution
Requirements
Hard skills
- Familiarity with Google Analytics 4, Mailchimp, and social media schedulers (e.g., Buffer or Hootsuite)
- Basic SEO knowledge and keyword tools (e.g., Google Keyword Planner)
- Experience using CMS tools like WordPress
- Proficiency in Excel or Google Sheets for campaign tracking
Soft skills
- High attention to detail
- Ability to follow direction and work independently
- Strong time management and task prioritization
- Team player with effective communication skills
Education
- Bachelor’s degree in marketing, communications, or a related field
Preferred Qualifications
- 1+ years of internship or entry-level digital marketing experience
- Experience with Canva or Adobe Creative Cloud
- Google Analytics or HubSpot certification
Digital Marketing Manager
Position Overview
A digital marketing manager leads the planning, execution, and optimization of digital campaigns that drive traffic, leads, and conversions. They oversee channel performance, manage vendor relationships, and ensure digital marketing strategies align with business objectives.
Responsibilities
- Plan and implement SEO, PPC, and social media campaigns
- Optimize email marketing flows and marketing automation tools
- Analyze performance using GA4, SEMrush, HubSpot, and other tools
- Collaborate with creative and sales teams to align messaging
- Conduct A/B testing and conversion optimization
- Supervise junior team members or external vendors
Requirements
Hard skills
- Experience with SEO and paid advertising platforms (e.g., Google Ads, Meta Ads)
- Working knowledge of CRM and marketing automation (e.g., HubSpot, Pardot)
- Advanced skills in Google Analytics and campaign tracking
- Ability to run and interpret A/B testing and user engagement data
Soft skills
- Strategic thinker with analytical focus
- Strong cross-functional collaboration
- Excellent written and verbal communication
- Project management skills with ability to meet deadlines
Education
- Bachelor’s degree in marketing, communications, business, or a related field
Certifications
- Google Ads Certification
- HubSpot Marketing Software Certification
Google Analytics and Meta Blueprint certifications are also beneficial.
Preferred Qualifications
- 3+ years of experience in digital marketing
- Experience managing agency relationships or junior staff
- Familiarity with data visualization tools like Looker Studio
Senior Digital Marketing Manager
Position Overview
The senior digital marketing manager oversees high-impact digital initiatives and guides team members to deliver measurable campaign results. This role blends strategy, leadership, and analytics to maximize ROI across digital touchpoints.
Responsibilities
- Develop and lead full-funnel marketing strategies
- Manage performance marketing, SEO, and digital content initiatives
- Supervise marketing staff and delegate workload effectively
- Own campaign KPIs, dashboards, and performance presentations
- Lead CRO efforts using testing platforms and customer insights
- Recommend tech and tool integrations to improve results
Requirements
Hard skills
- Advanced skills in Google Analytics 4, SEMrush, and Salesforce Marketing Cloud
- Proficiency in managing paid media budgets and forecasting
- Strong understanding of conversion paths, CRO, and retargeting tactics
- CRM and automation platform fluency (e.g., HubSpot, Marketo)
Soft skills
- Strong leadership and mentorship abilities
- Analytical and data-driven mindset
- Excellent presentation and stakeholder communication
- Ability to drive alignment between marketing and sales
Education
- Bachelor’s degree in marketing or related field; master’s degree preferred for some roles
Certifications
- Google Ads Certification
- Google Analytics Certification
HubSpot and Meta Blueprint certifications are advantageous.
Preferred Qualifications
- 5+ years of digital marketing experience with 1–2 years in a leadership role
- Experience launching omnichannel campaigns and working with product teams
- Familiarity with tools like Tableau, Hotjar, or Optimizely
Director of Digital Marketing
Position Overview
The director of digital marketing leads the strategic direction of all digital initiatives to drive brand awareness, lead generation, and business growth. They oversee campaign planning, budget allocation, team development, and cross-department collaboration.
Responsibilities
- Set digital marketing vision and roadmap in alignment with company goals
- Oversee execution of integrated marketing campaigns across all channels
- Manage a team of marketing professionals and agency partners
- Lead budget planning, allocation, and ROI tracking
- Provide executive reporting on marketing performance and strategy
- Guide MarTech stack investments and digital transformation initiatives
Requirements
Hard skills
- Deep knowledge of SEO, paid media, email, and content marketing strategy
- Advanced experience with campaign performance reporting and forecasting
- Familiarity with MarTech solutions, analytics dashboards, and CRM integrations
- Budget management and vendor/agency negotiation skills
Soft skills
- Executive-level communication and presentation skills
- Strategic leadership with strong business acumen
- Ability to influence across departments
- Data-oriented mindset with creative thinking
Education
- Bachelor’s degree in marketing, business, or related field; MBA preferred
Preferred Qualifications
- 7+ years of digital marketing experience with 3+ years in leadership roles
- Track record of scaling digital programs and teams
- Experience leading rebrands, platform migrations, or enterprise digital transformation
VP of Digital Marketing
Position Overview
The vice president of digital marketing is a senior executive responsible for driving digital innovation and marketing performance at the highest level. They own the digital vision, manage large budgets, and lead cross-functional efforts to meet strategic business goals.
Responsibilities
- Define digital marketing strategy across all customer lifecycle stages
- Lead digital innovation efforts, including AI, automation, and personalization
- Oversee global digital teams and cross-departmental initiatives
- Partner with C-suite on business alignment and growth opportunities
- Lead enterprise-wide marketing analytics and attribution strategies
- Optimize digital budget to maximize ROI and long-term growth
Requirements
Hard skills
- Executive-level expertise in paid and organic digital marketing
- Experience with enterprise MarTech ecosystems (e.g., Salesforce, Adobe)
- Proven track record of digital transformation leadership
- Fluency in performance metrics, attribution models, and market trends
Soft skills
- Visionary leadership and change management
- Excellent negotiation, coaching, and executive communication
- Strong financial and strategic planning ability
- Ability to drive alignment across large, matrixed teams
Education
- Bachelor’s degree required; master’s or MBA strongly preferred
Preferred Qualifications
- 10+ years of digital marketing experience, including executive leadership
- Experience managing multi-million-dollar marketing budgets
- Background in scaling marketing teams globally or across business units