Perhaps you’re looking to become a digital marketing manager—or thinking about hiring one for your team. Either way, it’s important to recognize exactly what a digital marketing manager does, and the top skills required for the role.
In this post, we’ll cover everything you need to know about what makes for a successful digital marketing manager, including:
- What does a digital marketing manager do?
- 11 must-have skills of a digital marketing manager
- The top tools for a digital marketing manager to know
- Digital marketing manager career FAQs (and answers)
- How to start your career as a digital marketing manager
- Key takeaways and next steps
If you want to skip straight to the must-have skills, use the clickable menu to navigate to section two.
Let’s dive right in!
The digital marketing manager job description: What does a digital marketing manager actually do?
As a digital marketing manager, it is your task to plan digital marketing campaigns and make sure they run smoothly from beginning to end. Often, you’ll also be responsible for leading a team. In B2B-focused companies, digital marketing managers are a key point of contact for clients.
This means that leadership skills and ‘people skills’ are vital for a digital marketing manager.
Depending on the size of the company, you are either responsible for performing most of the digital marketing tasks yourself, or focusing on planning and strategy while delegating much of the execution to your team. For example, you might devise the overall content marketing strategy and editorial calendar, assigning the actual creation of content to a dedicated editor. Other areas of focus could include managing the company website and social media channels, analyzing data, working to increase traffic to your website, and planning new marketing campaigns.
These are just some of the typical tasks of a digital marketing manager. However, the focus may vary from one position to another. Let’s look at some examples of real digital marketing manager job ads to get a clearer picture of the expected responsibilities and qualifications.
Digital marketing manager job description: PagerDuty, remote (USA)
Our first example is a job ad posted by PagerDuty, a cloud computing company in the United States. They describe the ideal candidate as “both creative and analytical” and “a curious self-starter with interest and experience in web design, CMS management, SEO, paid media, and digital marketing analytics.”
In this instance, the digital marketing manager role covers a wide range of tasks—from campaign ideation and creative strategy, right through to analyzing and reporting on key performance indicators and marketing metrics.
This job ad calls for a more senior candidate, requiring at least five years of inbound marketing experience. As is a common thread through digital marketing manager job descriptions, PagerDuty is looking for someone who can multitask and manage a variety of projects and priorities at once.
Digital marketing manager job description: Twitter
Here we have a job ad posted by Twitter. They describe the ideal candidate as follows:
“You’re an omnichannel marketer who can manage complex, fast-moving projects with ease. You have a creative eye for all things copy, visuals, and imagery—but you’re also analytically minded and feel confident making data-driven decisions. You can turn concepts into full-fledged digital activations, using a wide range of storytelling mediums to drive results. You’re a true team player that loves driving collaboration to produce best-in-class work. You also have a good understanding of the advertising landscape, knowing when is the best time to be in market with content at its most impactful to a marketer based on the buying cycle.”
Under “Requirements,” you’ll find strong emphasis on a data-driven mindset, the ability to work cross-functionally, and on communication and project-management skills.
Having looked at a few digital marketing manager job descriptions, we’re starting to get an idea of the kinds of skills that are needed for the role. Now let’s identify those top must-have skills!
11 must-have skills of a digital marketing manager
1. Strategic thinking
For a digital marketing manager, strategic thinking skills are at the top of the list of requirements. Strategic thinking is closely related to the ability to understand your audience, as you need to develop strategies for marketing your products and increasing sales.
2. Data analysis
You need to know how to evaluate the results of your ongoing and finished campaigns using the relevant software, and optimizing your strategy to improve your results in the future. This means knowing how to use the right tools, and having the experience to interpret the data and draw the right conclusions from it.
3. Social media marketing
As a digital marketing manager, knowing how to use social media channels like Instagram in order to connect with your audience is key. You will set up or oversee consistently engaging campaigns that reach your target audience, and know how to efficiently schedule posts that increase engagement. How closely you are involved in social media activities will depend on the size of the team, and whether or not you’re working with a dedicated social media specialist or social media manager.
4. Paid social advertising
Knowing the ins and outs of paid social media advertising is one of the important hard skills a digital marketing manager needs to have. This includes understanding how to use the relevant social media channels’ tools for paid advertising, such as running successful Facebook ad campaigns.
5. Email marketing
Email marketing gives you the chance to engage with a group of already interested customers. Depending on your exact responsibilities, you might be more or less actively involved in setting up email marketing campaigns. But you do need to understand practices such as A/B testing, and metrics like open rates and click rates, so you can optimize your strategies.
6. Search engine optimization (SEO)
A successful digital marketing manager must have a deep understanding and knowledge of implementing effective SEO strategies. Organic search engine optimization is a cost efficient way of increasing traffic for your company’s website. You can learn more about SEO (and how it differs from SEM) here.
7. Paid search / SEA
You also need to know paid Search Engine Advertising such as overseeing the implementation of Google Ads campaigns, and using Pay Per Click models of advertising. That way, you can further increase traffic and sales, and reach your specific target audience. You can learn more about pay-per-click (and other models) in this beginner’s guide to performance marketing.
8. An eye for good copy
As a digital marketing manager, you should also have an understanding of where good copy fits into the overall marketing strategy. You may be an excellent writer or editor yourself, but it’s not strictly necessary (unless you’re going for a specialized marketing role in the copywriting or editorial team). If you’re not writing the copy yourself, it’s important that you know when and where to involve copywriters and how to brief them on the kind of messaging needed.After all, written content is an important part of digital marketing—be it in an email newsletter, a landing page on your company website, or a social media post.
Learn more:What Is Copywriting? Your Ultimate Introductory Guide
9. Some knowledge of visual marketing
Basic design skills are helpful even if you are not hired as a designer. Appealing visuals are an important part of advertising, and an understanding of design and the tools needed for creating visual content allows you to communicate your ideas to the design team effectively.
10. UX (user experience) and CX (customer experience)
As you need to understand your customer and optimize their experience on your webpages, it’s useful for a digital marketing manager to have an understanding of user experience and the overall user journey. This might include things like the UX design of a product or website, UX writing (the copy that features throughout a product to guide the user), and running A/B tests to test performance and improve the user experience.
11. Customer relationship management (CRM) and retention marketing
You will need your communication, empathy, and listening skills not just in your position as team lead, but also in your strategies for understanding your customers. Therefore, knowledge of customer relationship management and retention marketing is valuable for making sure that your customers are satisfied.
With the great variety of tasks and marketing channels a digital marketing manager deals with comes an assortment of relevant tools and software. These tools are used to set up ad campaigns, analyze data, or create and track campaigns. As a digital marketing manager, some of the most important tools to know are:
- Google Ads (formerly AdWords)
- Google Analytics
- Taboola or Outbrain
- Ahrefs or Semrush
- MailChimp, Omnisend, HubSpot, or Sendinblue (for email marketing)
- Hootsuite, Tweetdeck, and Twitter analytics
- Canva (for creating visuals)
- Facebook Insights
- WordPress (content management system)
- Asana or Monday (for project management)
- Miro (for workshops and ideation)
If you’re interested in working as a digital marketing manager, it’s worth getting familiar with some of these tools.
Digital marketing manager career FAQs
Still got questions about the digital marketing manager role? Let’s answer some FAQs.
What is the average digital marketing manager salary?
The salary you can expect as a digital marketing manager depends on a variety of factors, such as your experience, the company, the level of responsibility, and the location. The salary for an experienced digital marketing manager in the US tends to average at $68,010. Earlier in your career, you might expect a salary closer to $40,000-$55,000.
Do I need a degree to become a digital marketing manager?
In order to get hired as a digital marketing manager, you do need to prove that you have the required skills listed in this article. However, there are many ways to acquire them, and a university degree is just one option; not a necessity. Many digital marketing managers have a degree in a related field, but with the right education and experience, you can transfer to this field from a different direction, too. One option to start your career switch into digital marketing is by attending a digital marketing bootcamp or an online digital marketing course. We’ve got a free, 5-day short course you can try out to see if digital marketing is for you.
How do I know if I’m a good fit for a career as a digital marketing manager?
Pay attention to your interests and skills, and where you want to focus your time and energy in your job. Do you have great team leading and communication skills? Do you thrive when you get to decide on the best strategy, and enjoy cooperating with other departments as well as the head of marketing to find the best solutions for the company? Then a career as a digital marketing manager might be for you.
Where should I start if I don’t have any experience?
You can start by learning more about what the position entails. Setting up an informational interview, where you get to ask an industry professional about their work, is a great way to do this. Once you have decided if this job is for you, you can start looking at programs and courses that will teach you the skills you need to land your first job in digital marketing. Eventually, you’ll also want to start building your digital marketing portfolio, as this will demonstrate to employers that you’ve got the right skills and know how to apply them to real-world projects.
What are some other digital marketing jobs?
If you are passionate about digital marketing, there are several different career options in the field. For example, you could start out as a digital marketing specialist. If you care less about overall planning and strategy, and are more interested in a specific marketing channel such as social media, search engine advertising, or email marketing, and want to work directly on implementing campaigns in these areas, there are specialized jobs for each of these fields, too. If you are looking for a mostly creative position, designers, videographers and copywriters are sought after in digital marketing as well. You’ll find a guide to the top digital marketing jobs here.
How to start your career as a digital marketing manager
If you are curious and passionate about digital marketing, and ready for a career where you constantly learn something new, it’s time to take the first steps towards working in this field. Here are some ways to get started:
- Learn more about digital marketing in general. Read up on the different marketing channels, listen to podcasts, and take some free introductory courses.
- Attend meetups and start networking with professionals in the field. You can network online via LinkedIn, via virtual meetups, or in-person at local events.
- Structure your learning with a bootcamp, course, or program. If you’re starting without any prior experience, a structured and credible qualification in digital marketing will help you learn the fundamentals in a structured way. Some programs will even help you to build your portfolio and land your first job in the field.
You can learn more about how to become a digital marketing manager in this step-by-step career roadmap.
Key takeaways and next steps
The role of the digital marketing manager is varied and exciting, with plenty of responsibility. On top of the necessary communication skills and a talent for working with other people, there are lots of different fields to learn about when it comes to the qualifications of a digital marketing manager, from the various marketing channels to customer management skills and strategic thinking. If this sounds like an interesting career option for you, you can use this list as a starting point to dig into the individual aspects required for this job.
Want to learn more about digital marketing? Try out our free, 5-day course, or check out the following:
- What is omnichannel marketing? A complete guide
- How to write an outstanding marketing resume
- 9 Awesome marketing portfolio examples to inspire you
What skills should a digital marketing manager have? ›
- Project Management. ...
- Strategic Thinking. ...
- Data Analysis. ...
- Paid Social Advertising. ...
- Email Marketing. ...
- Copywriting. ...
- SEO. ...
- Knowledge of the free tools available.
The role of a marketing manager requires a diverse skill set that includes business management skills, creative thinking, and problem-solving. All managers must possess leadership and communication skills, as they are charged with motivating employees. That's particularly important in a creative environment.What are the most important qualities that a digital marketer should have? ›
- Flexibility. Everything in digital marketing moves at lightning speed and change is the only constant you can count on. ...
- Problem Solving. ...
- Competitive Nature. ...
- Creativity. ...
- Socially Adept. ...
- Data Analysis. ...
- Detail Oriented.
Globally, digital marketing expertise is the number one skill listed by marketers on their LinkedIn profiles, followed by social media marketing and search engine optimisation. Marketing strategy comes in at fourth, followed by knowledge of Adobe Photoshop, email marketing and content.Which digital marketing skill pays the most? ›
- Digital Media Managers. ...
- Pay-Per-Click Managers. ...
- SEM/SEO Specialists. ...
- Content Strategists. ...
- E-commerce Specialist. ...
- Brand Marketing Expert. ...
- Social Media Marketers.
Digital marketing managers are responsible for implementing, overseeing, and managing digital marketing strategies that advance an organization's mission by reaching a broad audience and attaining greater exposure. The results of their efforts include increased sales, donations, or community interest and involvement.What is a skill example? ›
For example: Good communication skills. Critical thinking. Working well in a team.What are the 3 most important things in digital marketing? ›
At its highest level, digital marketing has three main components: Lead Generation, Lead Capturing, and Lead Nurturing.What are the 5 traits of a successful digital marketer? ›
- A strategic mindset. The goal of a digital marketer is to help a company increase its brand awareness, increase conversions and sales, and grow the company. ...
- Finance and budget savvy. ...
- Killer data and analytics skills. ...
- Strong leadership skills. ...
- An expansive network.
- Copywriting. ...
- Search Engine Optimization. ...
- Social Media Marketing. ...
- Marketing Automation and Technology. ...
- Audience Building. ...
- Project Management. ...
- Data Analysis. ...
- Conversion Rate Optimization.
Why is digital marketing skills important? ›
Digital marketing has the advantage of being faster, cheaper and more effective than traditional marketing. An email or social media campaign can connect a marketing message to a targeted subset of consumers for the fraction of the cost of a TV ad or print campaign.Is digital marketing a high income skills? ›
Ans. Digital marketing is one of the most in-demand high-income skills. Using platforms like social media, SEO, email, and mobile apps to market products and services is known as digital marketing. Digital marketing, in its broadest sense, refers to any type of advertising that uses electronic devices.Is digital marketing a good skill to have? ›
If you're not developing your skills, it likely means you're falling behind. Digital marketing is ranked as one of the most important areas marketers need to develop now and in the future.Is digital marketing Easy? ›
Is It Hard to Acquire Digital Marketing Skills? Most industry experts agree that foundational digital marketing skills are not hard to learn. However, it can be challenging to master those skills and put them to effective use in digital marketing campaigns.What is the difference between marketing manager and digital marketing manager? ›
Unless a company is small, your typical digital marketing manager is different from your marketing manager. Whereas a marketing manager may also deal with traditional media like television and radio, a digital marketing manager focuses on digital mediums.How can managers manage digital marketing successfully? ›
- Adaptability and Creative Problem-Solving.
- Curiosity and Love of Learning.
- Leadership Skills.
- Business Acumen.
- Communication Skills.
- Analytic Skills.
Is Digital Marketing a good career? Digital marketing is a well-paid job. At the executive level, the average salary of a digital marketer lies between INR 2,50,000 and 5,00,000. The salary grows with experience and can reach up to INR 8,00,000 to 10,00,000.What are the 3 roles of a marketer? ›
Increase sales of products or services. Build awareness about a brand. Grow a company's market share.What do marketing managers do all day? ›
Marketing managers often plan and oversee many different activities including go-to-market launches, advertising, email campaigns, events, and social media. You will also build marketing programs and campaigns, collaborate cross-functionally, and report on marketing metrics.How do I become a marketing manager with no experience? ›
- Get certified – show your dedication and go through a couple of marketing courses;
- Get reading – learn and improve constantly with books, blogs, webinars, and podcasts;
- Get doing – work on a side project or volunteer to gain initial experience;
What are top five skills? ›
- Critical thinking and problem solving.
- Teamwork and collaboration.
- Professionalism and strong work ethic.
- Oral and written communications skills.
The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).What are the 7 C's of digital marketing? ›
And a great approach to take is to implement the 7 Cs- customer, content, context, community, convenience, cohesion, conversion. Customers play a key role in the success of your company, and making them the center of your marketing efforts is the number one requisite for the 7 Cs model marketing to work.What are the 4 P's of digital marketing? ›
The four Ps are a “marketing mix” comprised of four key elements—product, price, place, and promotion—used when marketing a product or service. Typically, businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience.What are the 5 essential digital skills? ›
- Using devices and handling information.
- Creating and editing.
- Being safe and responsible online.
- Technical skills.
- Computer skills.
- Microsoft Office skills.
- Analytical skills.
- Marketing skills.
- Presentation skills.
- Management skills.
- Project management skills.
- DIGITAL BUSINESS ANALYSIS. ...
- DATA VISUALISATION. ...
- ANALYTICS AND DATA SCIENCES. ...
- CONTENT MARKETING. ...
- SEARCH ENGINE MARKETING (SEO) ...
- WEBSITE DESIGNER. ...
- DEVELOPER OF MOBILE APPS. ...
- WEB APP DEVELOPMENT PROGRAMMING.
- Superior search engine optimization (SEO) strategy. ...
- Video. ...
- Content marketing. ...
- Social media marketing. ...
- Marketing analytics. ...
- Pay-per-click advertising (PPC) ...
- Basic design skills. ...
- Competitive research and analysis.
- Content Marketing.
- Lead Nurturing.
- Email Marketing.
- Inbound Marketing.
- Social Media Advertising.
- UX Design.
- SEO and SEM.
- Content Creation.
- Strategic Thinking. ...
- Data Analysis. ...
- Knowledge of Key Digital Marketing Channels and Techniques. ...
- Knowledge of Marketing Funnel, Marketing Metrics, and KPIs. ...
- An Eye for Good Copy. ...
- Visual Marketing Expertise. ...
- User Experience and Customer Experience.
What is the main role of digital marketing manager? ›
A Digital Marketing Manager is responsible for developing and implementing strategies that promote a company or brand's products. They manage various channels like social media networks, Google Ads, website content and email marketing to deliver a persuasive and cohesive marketing message to their audience.What are some basic digital skills? ›
- handling information and content.
- problem solving.
- being safe and legal online.
- What are digital skills? ...
- Social Media. ...
- Search Engine Marketing (SEM) ...
- Data Analytics. ...
- Content Marketing. ...
- Email Marketing. ...
- Mobile Marketing. ...
- Strategy & Planning.
Developing a solid understanding of search gives you insights into how consumers are searching for information about the products and services you offer. Having the skills to develop and implement an effective search marketing strategy, you'll attract more of the right traffic to your site and increase conversions.What are soft skills in digital marketing? ›
Important soft skills include communication, collaboration, and muti-tasking. Beyond hard and soft skills, the best digital marketers also possess a certain set of characteristics that help them work together to get great results.How would you describe your digital skills? ›
Digital skills are defined as the ability to find, evaluate, use, share, and create content using digital devices, such as computers and smartphones.How can I be smart in digital marketing? ›
A S.M.A.R.T. goal is defined as being: Specific, Measurable, Achievable, Results-focused, and Timebound. This simple little acronym will help you stay on track when you sit down for creative brainstorms and defining goals for a digital marketing campaign or a business itself.How can I master digital marketing? ›
- Attend Networking Events. ...
- Learn from Digital Marketing Brands and Entrepreneurs. ...
- Connect with Like-Minded Individuals and Peers. ...
- Find a Digital Marketing Internship. ...
- Become a Member of a Professional Body. ...
- Stay Up to Date on the State of Digital Marketing. ...
- Never Stop Learning.
I am very hard-working and I am a quick learner, hence can easily mold myself into the desired shape. I can also understand and implement processes as a digital marketing executive, easily as I have a good grasping quality.”