Digital Marketing Manager job description

Digital marketing — Digital Marketing Manager
Plans and runs multi-channel campaigns against a budget.

REQUIRED SKILLS
Paid Media
- Paid Search Campaign Management — You can restructure an account with structural problems, set the bidding and budgeting approach the team follows, and rescue a campaign that has stopped converting.
- Paid Social Campaign Management — You can plan a multi platform social campaign, set the testing and budgeting approach the team follows, and diagnose an account whose performance has collapsed.
- Campaign Structure and Budget Allocation — You can structure and budget a set of campaigns across a channel, moving spend towards what is working during a flight without waiting to be told.
- Programmatic and Display Advertising — You can plan and buy programmatic inventory across exchanges for a whole campaign, set the audience, frequency and inventory quality rules, and hold the buy to its target cost per acquisition. You spot fraud and brand safety risks before they cost money.

Lifecycle Marketing
- Audience Segmentation and Targeting — You can design a segmentation scheme for a campaign or programme from first principles, and show that it changes what each group is sent.
- Marketing Automation Workflow Design — You can design multi-step flows that branch on what a contact does and who they are, and keep the live flows from overlapping or contradicting each other. You retire flows that no longer earn their place.
- Lifecycle Email Marketing — You can design a lifecycle email plan across every stage, settle conflicts between teams who all want the same inbox, and turn a flat programme around. You set what good email looks like for your team.
- Email Deliverability and List Health — You can keep a sending domain healthy on your own: set up SPF, DKIM and DMARC, warm a new domain or address, and sunset contacts before reputation slips. You work out why one mailbox provider filters you when others do not.

CRO & Creative
- Landing Page Design and Optimisation — You can design a landing page from scratch for a specific offer and audience, and propose a change to a page that is under performing.
- Conversion Rate Testing — You can design a test programme for a page or a flow, choosing what to test next from evidence rather than opinion, and call a test correctly before it is over run.
- Creative Testing and Iteration — You can set the creative testing approach the team follows across channels, and coach others to test one variable at a time instead of guessing.
- Brand Messaging and Positioning — You can write new messaging for a campaign or a product line that stays consistent with the brand and is tested with real customers.
- Ad Copywriting — You can write for unfamiliar audiences and awkward products, set the voice others then write inside, and edit their work so the campaign holds together. Your rewrites of tired copy visibly move response.
- Experiment Prioritisation and Roadmapping — You can build and run a test roadmap for your area, sequence experiments so they do not collide on the same traffic, and drop ideas that will never reach a readable result. You say what each result means for the next test.

Measurement
- Marketing Attribution Modelling — You can build an attribution view for a campaign or channel, and explain to a stakeholder why it disagrees with what the ad platform itself reports.
- Web and Campaign Analytics — You can set up the analytics tracking and reporting a team relies on, and catch a data quality problem before it changes a decision.
- Conversion Tracking and Tagging — You can design the measurement setup for a campaign end to end, implement the events and consent rules, and reconcile platform figures against analytics. You find the tagging fault behind a number nobody trusts.
- Marketing Reporting and Insight — You can turn a mixed set of campaign and analytics data into a report that ends in a clear recommendation. You pick the few measures that matter for the decision at hand and leave the rest out.

Marketing Strategy
- Channel Mix Strategy — You can propose a channel mix for a campaign or a quarter from evidence, and defend the tradeoffs it makes.
- Marketing Budget Management — You can manage a channel or programme budget across a quarter, moving spend between lines as results come in without asking permission each time.
- Marketing Technology Stack Management — You can own a set of marketing tools: run the integrations, handle renewals and data hygiene, and add a new tool without breaking the ones already in place. You decide what each tool is for and what it is not for.
- Campaign Performance Forecasting — You can forecast a campaign across channels allowing for seasonality and saturation, state the assumptions and give a range instead of a single number. You revise the forecast in flight when delivery diverges.

Delivery
- Project Management — You can run a multi-person project end to end: you set the scope, track the dependencies between the people involved, and re-plan when reality moves.
- Planning & Estimation — You can estimate a whole project including its risks and unknowns, split it into milestones, and hold the estimate up under challenge.
- Ownership & Accountability — You can hold accountability for outcomes delivered mostly by other people, absorbing the blame when it fails and passing on the credit when it works.
- Quality Focus — You can design the quality practice for complex work owned by several teams, and you anticipate the failure modes that only appear once systems interact.

Craft
- Problem Solving — You can solve problems in domains where you are not the expert, and your solutions hold up on cost, performance, and maintainability at once.
- Domain Expertise — You can be the person the team consults on your area, and you follow where the field is moving and apply it where it pays off.
- Continuous Learning — You can judge which new ideas are worth the team's time and which are not, and you make room for the people around you to learn too.

Communication
- Communication — You can bring disagreeing groups to a shared understanding, and colleagues come to you for help framing a difficult or sensitive message.
- Collaboration — You can align teams with competing priorities on a common goal, surfacing the conflict early instead of letting it harden into resentment.
- Technical Writing — You can own the documentation of a large project, coordinating contributions so the work can be maintained by people who never built it.
- Stakeholder Management — You can win support for a proposal, reset expectations when the plan changes, and refuse a request with a reason the other side accepts.

Leadership
- Leadership — You can take charge of work with no clear owner, motivate people who do not report to you, and make calls others are willing to follow.
- Mentoring — You can mentor someone over months, tell them the uncomfortable thing they need to hear, and adapt how you teach to how they learn.
- Strategic Thinking — You can look a year ahead in your area, name what will matter by then, and turn that into work people can pick up now.

REQUIRED CERTIFICATIONS
- Google Ads Search Certification (required from Digital Marketing Specialist)
- Google Analytics Certification (required from Digital Marketing Specialist)
- Meta Certified Digital Marketing Associate (required from Digital Marketing Specialist)
- HubSpot Inbound Marketing Certification (required from Digital Marketing Manager)