| Detail | For this role |
|---|---|
| Department | Marketing |
| Level | Manager |
| Reports to | Head of Digital Marketing |
| Direct reports | Digital Marketing Specialist, Digital Marketing Executive, Social Media Executive, SEO Executive |
| Experience | 5 to 8 years in digital marketing, with at least 2 years managing campaigns and budgets |
Digital Marketing Manager job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Digital Marketing Manager
Department: Marketing
Reports to: Head of Digital Marketing
Location: [City], [office, branch or site]
About the role
A Digital Marketing Manager plans and runs a company's digital campaigns across search, social media, display, email and the website for a business or product line. They set monthly channel plans, manage the digital budget along with agencies or specialists, and answer for leads or online sales at the planned cost. The role exists in almost every industry, from real estate and education to hospitals and retail, and sits under a head of digital marketing or the marketing head.
Key responsibilities
- Prepare the monthly digital plan for the business line with channels, budgets, lead or sales targets and cost per lead limits.
- Run or supervise campaigns on Google Ads, Meta, LinkedIn and YouTube, including audiences, bids, creatives and landing pages.
- Brief designers and writers on ad creatives and landing page copy, and approve them against the brand guidelines.
- Coordinate SEO, social media and email work so that every channel pushes the same offer and message each month.
- Set up conversion tracking with the web team, and check that leads in analytics match leads in the CRM.
- Review campaign results daily and weekly, pausing weak ads and shifting budget to the best keywords and audiences.
- Share lead lists and feedback with the sales team every day, and track lead quality by source.
- Manage agency and freelancer work, including deliverables, reports and invoices.
- Report monthly results to the head of digital marketing, covering spend, leads, cost per lead, conversions and next steps.
- Test new ad formats and channels with small budgets before scaling them.
Requirements
- Graduate degree in any discipline, with an MBA in Marketing preferred
- Google Ads and Google Analytics certifications
- Meta Blueprint certification is an advantage
- 5 to 8 years in digital marketing, with at least 2 years managing campaigns and budgets
KRAs and KPIs for a Digital Marketing Manager
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Lead volume | Qualified leads from digital channels at or above the monthly target for the business line |
| Cost per lead | Average cost per qualified lead within the limit set in the monthly plan |
| Landing page conversion | Conversion rate for each campaign landing page at or above the agreed baseline |
| Lead quality | At least 60 percent of digital leads accepted by sales after first contact |
| Budget pacing | Monthly spend within 5 percent of plan, with no unplanned overspend |
| Reporting | Monthly digital report shared by the 3rd working day with actions for the next month |
Skills and tools
Tools used day to day: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, Google Analytics 4, Google Tag Manager, LeadSquared or Zoho CRM, Looker Studio.
Reporting line and career path
Next roles: Head of Digital Marketing, Performance Marketing Manager, Head of Marketing
Interview questions for a Digital Marketing Manager
- Leads doubled this month but sales says none are converting. What do you check?
- How would you structure a Google Ads account for a hospital with five specialities?
- What is your process for testing ad creatives on Meta?
- How do you set a cost per lead target for a brand new campaign?
- Your conversion tracking broke for a week. How do you fix the reporting for that period?
- Which channel would you test next for our business, and how much would you spend on the test?
Managing a Digital Marketing Manager in ZeniaHR
Hire and manage your marketing team in one place
Post the role, onboard the new hire, and track attendance, leave and KRAs in ZeniaHR. Free for your first 50 employees.
Book a free demoSee pricingFrequently asked questions
What does a digital marketing manager do?
A digital marketing manager plans and runs online campaigns across search, social, display, email and the website. They manage the digital budget and the specialists or agencies, set up tracking, optimize campaigns daily, share leads with sales and answer for the leads or sales delivered at the target cost.
What is the difference between a digital marketing executive and a digital marketing manager?
A digital marketing executive handles daily tasks such as posting, uploading ads, pulling reports and basic SEO. The manager plans the channel mix and budget, sets targets, supervises executives and agencies, decides what to pause or scale and reports results to leadership.
How do you become a digital marketing manager?
Most digital marketing managers start as digital marketing executives or channel specialists and move up after 4 to 6 years of running campaigns with real budgets. Platform certifications help, but promotion usually depends on showing lower cost per lead, better lead quality and the ability to guide juniors.