A Digital Marketing Manager is responsible for driving awareness, traffic, leads, and revenue through online channels, including search, social, email, paid media, and content. They turn business goals into digital strategies, plan and execute campaigns, manage budgets, brief and coordinate creatives and specialists (SEO, PPC, social, content), and continually optimise performance using analytics and experimentation. They balance brand-building with performance marketing, ensure consistent messaging across channels, and work closely with sales, product, and leadership to make sure digital efforts are aligned with overall growth objectives.
Why in demand
Digital is where customers live – As more discovery, research, and buying happens online, businesses need experts who can orchestrate campaigns across search, social, email, and other channels.
Rising competition and ad costs – With crowded markets and higher CPCs, companies need skilled managers to optimise spend, target precisely, and squeeze more ROI from each euro/dollar.
Data-driven growth expectations – Leadership expects clear attribution, dashboards, and experimentation; Digital Marketing Managers turn data into decisions, not just reports.
Channel and platform evolution – New formats (short-form video, social commerce, AI search) constantly emerge, creating ongoing demand for marketers who can adapt strategies and creative quickly.
Tighter alignment of marketing with revenue – Marketing is increasingly judged on pipeline and revenue, making strong Digital Marketing Managers critical to connecting campaigns directly to commercial outcomes.
Problems Solved
A Digital Marketing Manager solves the problem of “we’re online, but we’re not growing”. Many businesses have websites, social profiles, and some ads, but lack a coherent strategy, consistent execution, or a clear understanding of what actually drives leads and revenue. The Digital Marketing Manager connects channels, data, and creative into a focused growth engine—ensuring the right people see the right message at the right time and that every euro spent can be justified and improved.
- Turns scattered activity into a clear strategy – Aligns SEO, paid search, social, email, and content under a single plan tied to concrete goals (traffic, leads, pipeline, revenue), avoiding random, disconnected campaigns.
- Finds and grows the right audience – Uses targeting, segmentation, and message testing to attract high-intent, high-fit prospects instead of wasting budget on people who will never buy.
- Optimises spend and improves ROI – Continuously analyses channel performance, bids, creatives, and landing pages to reduce acquisition costs and shift budget into what actually works.
- Builds measurable funnels and attribution – Sets up tracking, pixels, UTMs, and dashboards so the business can see which campaigns and channels drive results, enabling better decisions and forecasting.
- Improves conversion, not just traffic – Works on landing pages, offers, messaging, and nurture journeys so more visitors become leads, and more leads become opportunities and customers.
- Keeps the brand consistent and competitive online – Ensures messaging, visuals, and tone are coherent across all digital touchpoints, and adapts quickly to new platforms, algorithms, and competitor moves to maintain visibility and relevance.
Skills Needed
| Skill Category | Skills (importance /10) |
|---|---|
| Technical | Marketing tech stack configuration (CRM, MAP, CDP) [9], Ad platforms setup (Google Ads, Meta, LinkedIn, etc.) [9], Website/CMS basics (WordPress, Webflow, HubSpot) [7], Basic HTML/CSS for landing page tweaks [5], Light automation/scripting (tag manager, simple scripts) [4], Deep web/app development [1] |
| Digital & Data | Channel expertise across search, social, email, display [10], SEO & keyword research familiarity [8], Tagging & tracking (UTMs, GTM, pixels) [9], CRM & marketing automation tools (HubSpot, Marketo, etc.) [8], Data enrichment & list management [6], Heavy data engineering/warehouse build [2] |
| Problem-Solving | Turning growth problems into clear experiments [9], Diagnosing funnel leaks & underperforming campaigns [9], Prioritising ideas with limited budget/time [8], Designing pragmatic workarounds within platform limits [6], Formal optimisation / OR-style modelling [2] |
| Analytics | Reading and acting on channel dashboards (GA, ad platforms) [10], CAC/LTV and payback period literacy [9], Building simple performance reports & cohorts [8], A/B test analysis (creatives, landing pages, offers) [7], Advanced statistics / modelling personally [3] |
| Communication | Clear copywriting for ads, emails & landing pages [10], Writing concise briefs for creatives & agencies [9], Explaining performance & trade-offs to non-marketers [8], Storytelling with data in decks & updates [8], Public speaking / webinars / podcasts [4] |
| Collaboration | Working with sales, SDRs & RevOps on funnel alignment [9], Partnering with product & content teams [8], Coordinating with designers, videographers & writers [8], Collaborating smoothly with agencies/freelancers [7], Running large cross-functional workshops [3] |
| Leadership | Owning digital results, not just activities [9], Setting priorities & saying “no” to low-impact work [9], Coaching junior marketers and specialists [7], Leading campaigns end-to-end across channels [8], Formal line management of a large department [4] |
| Business | Understanding business model, margins & ICP [9], Connecting campaigns to pipeline & revenue [9], Budget planning & in-flight reallocation [8], Reading P&L / forecasts at a practical level [6], Deep corporate finance or M&A skills [2] |
| Strategic | Building an integrated digital marketing strategy [10], Defining positioning & messaging pillars with brand [8], Choosing the right channel mix & sequencing [8], Balancing brand-building vs performance spend [8], Owning full corporate strategy beyond marketing [2] |
| Customers | Deep understanding of target audiences & ICP [10], Using research, interviews & surveys for insight [8], Mapping content & campaigns to buyer journeys [8], Monitoring reviews/community to refine messaging [7], Personally owning key sales accounts/quotas [2] |
| Stakeholders | Aligning execs on goals, KPIs & expectations [9], Managing feedback from founders, sales & product [8], Justifying spend and results with clear narratives [9], Coordinating with legal/compliance on messaging [6], Heavy political manoeuvring for its own sake [2] |
| Adaptability | Building an integrated digital marketing strategy [10], Defining positioning & messaging pillars with brand [8], Choosing the right channel mix & sequencing [8], Balancing brand-building vs performance spend [8], Owning complete corporate strategy beyond marketing [2] |
| Governance | Respecting consent, privacy & spam rules (GDPR, CAN-SPAM) [9], Brand & tone-of-voice adherence across channels [9], Ensuring claims & creatives are compliant [7], Maintaining process for approvals & QA [7], Personally drafting complex legal T&Cs/policies [2] |
