Digital Marketing Manager job description

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

RESPONSIBILITIES
- Propose a channel mix for a campaign or a quarter from evidence, and defend the tradeoffs it makes.
- Restructure an account with structural problems, set the bidding and budgeting approach the team follows, and rescue a campaign that has stopped converting.
- Plan a multi platform social campaign, set the testing and budgeting approach the team follows, and diagnose an account whose performance has collapsed.
- Structure a set of campaigns across a channel, merging or splitting ad groups when reports show they compete for the same audience.
- 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.
- Design a segmentation scheme for a campaign or program from first principles, and show that it changes what each group is sent.

REQUIREMENTS
- Experience at the Digital Marketing Specialist level (level 2 of 5) or equivalent
- Holds Google Ads Search Certification, Google Analytics Certification, Meta Certified Digital Marketing Associate and HubSpot Inbound Marketing Certification

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 and Account Structure — You can structure a set of campaigns across a channel, merging or splitting ad groups when reports show they compete for the same audience.
- 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 program 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 program 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 Optimization — 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 Testing and Experiment Program — You can run a test roadmap for a page or flow, sequencing tests so they do not share traffic and calling each result only once the planned sample is reached.
- 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 product line that fits the brand, presents the agreed price and offer, and has been tested with 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.

Measurement
- Marketing Attribution Modeling — 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 program 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.
- Market and Customer Insight — You can combine survey, analytics and competitor evidence into an audience profile and recommend one change to targeting or messaging from it.

Organic & Community
- Organic Social and Community Marketing — You can set the organic plan and moderation rules across platforms and lead the response when a post draws a public complaint.

Delivery
- Project Management — You can coordinate a small team's work on a shared goal: who does what by when, what has to wait for what, and a revised plan when things change.
- Planning & Estimation — You can estimate a whole project including its risks and unknowns, split it into stages, and defend the estimate when it is challenged.
- Ownership & Accountability — You can hold accountability for outcomes delivered mostly by other people, taking the blame when it fails and passing on the credit when it works.
- Quality Focus — You can set how quality is checked on complex work shared by several teams, and you spot the problems that only appear where their pieces meet.

Craft
- Problem Solving — You can make the call on a problem outside your expertise and explain its cost, time and risk.
- Domain Expertise — You can advise the team on your area and apply new developments in the field where they pay 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 agreement on the facts and the next steps, and help colleagues frame 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.
- Writing & Documentation — You can own the documents behind a large piece of work, coordinating contributions so that people who were not involved can carry it on.
- Stakeholder Management — You can win support for a proposal, reset expectations when the plan changes, and turn down a request with a reason the other side accepts.

Leadership
- Leadership — You can lead one piece of work shared by several people, on your own team and beyond, and make calls that they act on.
- 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)