Senior Marketing Manager job description

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

RESPONSIBILITIES
- Design the account and campaign structure a whole account uses, including naming, audiences and conversion settings, so results compare across campaigns.
- Restructure a display account that is not delivering, decide which buying platforms and deal types the team uses, and defend the spend to the budget holders.
- Build the segmentation model a team uses across campaigns, and retire segments that no longer earn a different message.
- Rebuild an automation program that has grown tangled, set the rules for how flows enter and suppress one another, and trace failures that cross systems.
- Set the landing page standards and template library the team builds from, and diagnose why a whole class of pages is converting badly.
- Prioritize experiments across competing areas where the evidence is thin, and stop a test that is contaminated or being misread.

REQUIREMENTS
- Experience at the Digital Marketing Manager level (level 3 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 design the account and campaign structure a whole account uses, including naming, audiences and conversion settings, so results compare across campaigns.
- 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 budget holders.

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 program that has grown tangled, set the rules for how flows enter and suppress one another, and trace failures that cross systems.
- 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 set the landing page standards and template library the team builds from, and diagnose why a whole class of pages is converting badly.
- Conversion Testing and Experiment Program — You can prioritize experiments across competing areas where the evidence is thin, and stop a test that is contaminated or being misread.
- 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 segment, giving marketing's view on price and offer to product and sales, and hold it against requests to deviate.
- 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 choose and defend an attribution approach for the whole marketing program, 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.
- Marketing Reporting and Insight — You can report on a whole program 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 vendors on evidence rather than a demo, and migrate off a tool without losing history.
- 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.
- Market and Customer Insight — You can plan research for a product or segment, choosing quantitative or qualitative methods for each question, and show how the findings change the marketing plan.

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 keep several people's work in step across teams, agree priorities and hand-offs with them, and keep one shared task list that all of them actually use.
- Planning & Estimation — You can estimate work that spans several teams, name the assumptions behind each figure, and rework the plan when those assumptions break.
- 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 bring in good practice from outside the organization and make it work here, and your judgment clearly improves the work 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 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 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)