Senior Marketing Manager job description

Digital marketing — Senior Marketing Manager
Owns channel mix and budget for a product or a segment.

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 design the campaign and budgeting structure a whole account uses, and reallocate budget across channels mid quarter when results demand it.
- Programmatic and Display Advertising — You can restructure a display account that is not delivering, decide which buying platforms and deal types the team uses, and defend the spend to the people holding the budget. Others bring you the buys that are behaving oddly.

Lifecycle Marketing
- Audience Segmentation and Targeting — You can build the segmentation model a team uses across campaigns, and retire segments that no longer earn a different message.
- Marketing Automation Workflow Design — You can rebuild an automation programme that has grown tangled, set the rules for how flows enter and suppress one another, and trace failures that cross systems. Others ask you why a contact received the wrong message.
- 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 set the landing page standards and template library the team builds from, and diagnose why a whole class of pages is converting badly.
- Conversion Rate Testing — You can run a testing programme across several pages or flows at once, and stop a test that has been contaminated or is being read wrongly by someone else.
- 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 define the positioning for a product line or a market segment, and hold the line with other teams who want to deviate from it under pressure.
- 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 prioritise across competing areas where the evidence is thin and the stakeholders disagree, and explain why a popular idea is not being run. You teach others to size tests instead of sizing every one yourself.

Measurement
- Marketing Attribution Modelling — You can choose and defend an attribution approach for the whole marketing programme, and adjust it when a new channel does not fit the existing model well.
- 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 rebuild tracking across several sites and platforms, including server-side collection and consent, and keep it working through site releases. Others escalate the tracking problems no one else can reproduce.
- Marketing Reporting and Insight — You can report on a whole programme where the sources disagree, say plainly what the data cannot tell you, and put an unwelcome finding in front of senior stakeholders. You raise the standard of everyone else in the team.

Marketing Strategy
- Channel Mix Strategy — You can set the channel mix for a product or a segment across a year, and change it as the returns from a channel move.
- Marketing Budget Management — You can build and defend the marketing budget for a product or a segment, and make the call on where to cut when the total is reduced.
- Marketing Technology Stack Management — You can redesign a stack that has grown by accident, choose between vendors on evidence rather than on a demo, and migrate off a tool without losing history. Others ask you why two systems disagree.
- Campaign Performance Forecasting — You can forecast for a new channel or product with no history, show what results do if budget is halved or doubled, and defend the numbers to finance. Others adopt your model as the team standard.

Delivery
- Project Management — You can run work spanning several teams, negotiate scope and sequencing with their owners, and maintain one shared plan that all of them actually use.
- Planning & Estimation — You can estimate work spanning several teams, name the assumptions each figure rests on, and re-cut the plan as those assumptions break.
- 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 bring in practice from outside the organisation and make it work here, and your judgement demonstrably improves the projects you touch.
- 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 hold senior and external relationships, negotiate between competing demands, and deliver unwelcome news without losing trust.

Leadership
- Leadership — You can lead across team boundaries, build the credibility that makes people follow you by choice, and create room for others to lead.
- Mentoring — You can develop other mentors, coach people through career decisions rather than tasks, and lift the capability of a whole team.
- Strategic Thinking — You can set direction for an area, choose deliberately what not to do, and defend that choice when it is challenged.

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)