Job profile

Digital Marketing Manager

Digital Marketing Manager Job Profile

What is a Digital Marketing Manager?

Digital Marketing Managers create and manage marketing campaigns that promote a company’s brand, goods, or services online. Their responsibilities include campaign planning, metric analysis, and trend identification. 

The phrase “digital marketing,” often known as “online marketing,” encompasses a wide range of tasks, although it most commonly refers to a company’s or brand’s deployment of all public-facing digital information. Each company will have preferred platforms to publish content based on its target user.

A Digital Marketing Manager will delegate marketing tasks to their team, such as the company website, the control of all digital projects, the supervision of the management of various channels (blogs, social networks, etc.), web data analysis and the establishment of Key Performance Indicators or objectives. In essence, a Digital Marketing Managers’ primary responsibility is to ensure that everything is functioning well and tasks are delivered to a high standard. Despite the COVID 19 pandemic and its economic effects, possibilities in the marketing sector are only growing, with digital and media positions leading the way. Because of the enormous influence the internet has had on customer behaviour, you’ll find Digital Marketing Managers in practically every business you can think of. Digital marketing is a profitable, creative, and fascinating sector with limitless job opportunities. 


From analytical abilities to management acumen, the role of Digital Marketing Manager necessitates a vast range of expertise and knowledge.

You can expect to have the following responsibilities as a Digital Marketing Manager:

  • Develop and scrutinise campaign budgets
  • Prepare and execute conversion tests
  • Report on the performance of digital marketing activities and compare the results to key performance indicators and ROI
  • Collaborate with other supporting teams to create impressive client-centred landing pages
  • Provide training opportunities, relevant information, and prospects for advancement for digital marketing personnel
  • Identify the most recent digital technology and current digital trends influencing the sector
  • Review the brand message on a regular basis to ensure consistency 
  • Analyse end-to-end customer experience across many digital channels
  • Develop a workable digital marketing strategy


Salaries for Digital Marketing Managers are influenced by many factors. Some of them are experience, location and type and size of the company.

The average national salary for a UK based Digital Marketing Manager amounts to £46,459, ranging from £33,000 to £66,000.

As with many other careers, London offers some of the highest salaries in this business. The average salary for a Digital Marketing Manager based in London amounts to £50,344 ranging from £35,000 to £72,000. Apart from the lucrative salaries that Digital Media Managers earn, bonuses and other types of additional compensations are common in this business.

Working hours and work location 

During normal business hours, most Digital Marketing Managers work full-time (37-40 hours per week). They may also be required to arrive early for a meeting or conference call, or they may be required to work late to complete a project. The majority of Digital Marketing Managers operate in an office setting. They may work from home or in the office or have a hybrid working lifestyle – which is a combination of both. 

What to expect

In the last 18 months, the job role of Digital Marketing Manager has gained prominence. According to studies, marketers have been able to target particular groups and assess the impact of campaigns with greater accuracy and efficacy than ever before, due to individuals spending more time online.

A digital marketing department might include a wide range of jobs, initiatives, and objectives. The distinction between these jobs might be minor or significant, depending on the media they’re using, the message they’re pushing, and the audience they’re advertising to. As a Digital Marketing Manager, your work will primarily be determined by the type of marketing that your company specialises in. There are numerous types of digital marketing that a Digital Marketing Manager oversees, some of them are:

  • Content Marketing – The practice of mixing a storyline with important information to establish your brand and raise recognition among your target audience is known as content marketing.
  • Search Engine Optimisation (SEO) – SEO is the process of ranking high on search engines by employing organic approaches. It is a natural technique to get visitors to your website from search engine results pages. It is not only responsible for delivering traffic to your website, but it also plays a role in turning that traffic into quality leads. 
  • Search Engine Marketing (SEM) – SEM is a paid strategy for gaining brand awareness by appearing high in search engine results. Paid search or pay-per-click (PPC) marketing is a common name for this method. It entails a number of tasks, including ad creation, optimization, budgeting, and, most significantly, ad placement.
  • Social Media Marketing (SMM) -The technique of generating traffic or attention from social media sites by providing material relevant to your target demographic is known as social media marketing. Facebook, Instagram, Twitter, YouTube, LinkedIn, Reddit, and Snapchat are some of the most popular social networking platforms.
  • Pay Per Click (PPC) – PPC is a strategy of boosting traffic to your website by paying a publisher for each click on your ad. Google Ads is one of the most prevalent kinds of PPC, allowing you to pay for top places on Google’s search engine results pages at a fee “per click” of the links you post.
  • Affiliate Marketing – This is a type of performance-based advertising in which you get compensated for promoting the products or services of others on your website. This is a form of influencer marketing, which is still in its early stages. Using influencers to create a campaign may be a highly successful method of affiliate marketing.
  • Sponsored Content – In sponsored content, you, as a brand, pay another firm or organisation to generate and promote material that mentions your brand or service in some manner. Influencer marketing is a prominent type of sponsored content. 
  • Native Advertising – Native advertising is defined as adverts that are mostly content-driven and appear on a platform alongside non-paid content. 
  • Email Marketing – Companies utilise email marketing to communicate with their target audiences. Email is frequently used to advertise information, offers, and events, as well as to send customers to a company’s website.
  • Instant Messaging Marketing – Marketing your products via messaging platforms is a quick method to reach out to potential prospects.
  • Online PR – Online public relations is the activity of obtaining earned online publicity through digital periodicals, blogs, and other content-based platforms. 
  • Inbound Marketing – Inbound marketing is a marketing practice that involves attracting, engaging, and delighting consumers at each stage of the buyer’s journey. 


A bachelor’s degree in a relevant discipline, such as marketing, digital media, communication, website/graphic design, English, or liberal arts, is often required of Digital Marketing Managers. In order to get access to the best-paid job, Digital Marketing Managers should hold an MBA with Digital Marketing. Just like all other management positions, the position of a Digital Marketing Manager entails years of experience in this field. 


Here are some of the skills that Digital Marketing Managers may possess.

must have skills:
  • Strategic reasoning – Building strategies, growing sales and strategic thinking is extremely important as a Digital Marketing Manager.  
  • Data analysis– You must be able to analyse the outcomes of your ongoing and completed campaigns using the appropriate software, as well as optimise your plan to better your future results. 
  • Social media marketing– As a digital marketing manager, knowing how to use social media channels 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. 
  • Copywriting – If you aren’t creating the copy yourself, it’s critical that you understand when to bring in copywriters, as well as how to brief them on the type of message required. After all, the written content is an essential component of digital marketing, whether it’s in an email newsletter, a landing page on your company’s website, or a social media post.
  • Paid search / Search Engine Optimisation- You must also be familiar with paid Search Engine Advertising, such as supervising the implementation of Google Ads campaigns and employing Pay Per Click advertising models. This allows you to improve traffic and revenue while also reaching your precise target demographic. 
  • Search Engine Optimisation (SEO) – A good Digital Marketing Manager must have a thorough grasp of and experience with executing efficient SEO techniques. Organic search engine optimisation is a low-cost method of driving traffic to your business’s website.
  • Visual marketing- Even if you are not recruited as a designer, basic design abilities will come in handy. Attractive graphics are a vital aspect of advertising, and knowing design and the tools required to create visual material helps you to successfully express your ideas to the design team.
  • UX (user experience) and CX (customer experience)- Because you need to understand your customers and maximise their experience on your websites, a Digital Marketing Manager should be familiar with user experience and the complete user journey. This might involve things like product or website UX design, UX authoring (the content that appears across a product to help the customer), and doing split testing (A/B testing) to measure performance and improve the user experience.
  • Customer relationship management (CRM) and retention marketing You’ll need your communication, empathy, and listening abilities not only as a team leader but also in your customer-understanding techniques. As a result, understanding customer relationship management and retention marketing are essential for ensuring that your consumers are pleased.
  • Email marketing- Email marketing allows you to interact with a group of people who are already interested in your product. Depending on your specific duties, you may or may not be actively involved in the creation of email marketing campaigns. However, you do need to have a good grasp of practices such as A/B testing, and metrics like open rates and clickthrough rates, so you can optimise your strategies.
  • Paid social media advertising- Understanding the intricacies of paid social media advertising is one of the most critical hard skills a Digital Marketing Manager must possess. Understanding how to leverage the necessary social media networks’ paid advertising capabilities, such as executing effective Facebook ad campaigns, is part of this.

A Digital Marketing Manager must deal with a wide range of responsibilities and marketing channels, which necessitates the use of a number of tools and technologies. These technologies are used to establish and track campaigns, set up ad campaigns, and evaluate data.

Depending on their company specifics, some of the most crucial tools to know as a Digital Marketing Manager include:

Work experience

If you are intrigued and enthusiastic about digital marketing and are looking for a profession where you will always learn something new, here are a few ideas to get you started:

  • A  course or a program can help you structure your learning. If you have no past experience and are just starting out, a systematic and respectable qualification in digital marketing can help you master the essentials in a controlled manner. Some universities will even assist you in developing your portfolio and obtaining your first job in the sector.
  • Gain work experience through companies
  • Learn about the various marketing channels by reading about them, listening to podcasts, and taking some free introductory courses.
  • Attend meetups and begin networking with industry professionals.
  • You may network online through LinkedIn, virtually through virtual gatherings, or in person at local events.

Those who want to ensure access to the most lucrative positions within Digital Marketing Management should pursue an MBA with Digital Marketing and acquire as much experience as they can through:

  • Practice by Creating Mock Campaigns – A low-cost and simple approach to begin honing your digital marketing talents without incurring any of the usual marketing costs.
  • Marketing Yourself Online- You’ll receive real-world digital marketing experience by developing your own brand and promoting yourself across numerous digital media. You’ll also create an online presence that will serve as a live demonstration of your digital marketing skills.
  • Take an Online Digital Marketing Course- A fantastic approach to expand your digital marketing knowledge and begin developing skills that will help you succeed in an entry-level marketing position.
  • Start a Simple Online Business – There are only three items you must have before you can begin: a service or product that you can sell, a website or landing page where orders and payments can be received and a marketing plan to increase brand recognition sales.
  • Offer Local SEO Services to a Small Business in Your Community- A great way to build new relationships and acquire potential new clients.
  • Offer Digital Marketing Services to Friends and Family- A great way to gain digital marketing experience.
  • Find Freelance Marketing Work Online- As a freelance marketer, you’ll work on a contract basis for real-world organisations, delivering digital marketing campaigns and gaining the hands-on experience that you need.
  • Apply for a Digital Marketing Internship- This will help you learn about digital marketing in a professional context. You’ll spend time with like-minded individuals and get a true sense of what it’s like to work as a digital marketer on a daily basis.
  • Work an Entry-Level Digital Marketing Job- This will give you first-hand experience and prepare you for management positions.

Career prospects

The UK offers numerous Digital Marketing Career Opportunities. From the position of Digital Marketing Manager, you may progress to the job role of Senior Digital Management Manager, Executive of Digital Marketing or even Vice President.

Digital Marketing Managers position entails a number of perks, some of them are:

  • Varied Project Load

  • High Salary
  • Transferable job skills
  • Favourable Job Outlook
  • Diversity of roles to choose from
  • Choice of employers
  • Opportunity of self-employment
  • Use of creativity to make an impact
  • Possibility of remote or hybrid work

Related Courses

This one-year, full-time program offered at the London Campus of the University of the West of Scotland consists of the MBA and digital marketing component. The MBA component of the course examines business practice including the intersection of accounting, finance, and human resources while the digital marketing component helps individuals with extensive digital marketing experience develop their abilities and advance their careers.

Other related courses

FAQ Summary

Digital Marketing Managers create and manage marketing campaigns that promote a company’s brand, goods, or services online. Their responsibilities include campaign planning, metric analysis, and trend identification.

The average national salary for a UK based Digital Marketing Manager amounts to £46,459, ranging from £33,000 to £66,000.

A bachelor’s degree in a relevant discipline, such as marketing, digital media, communication, website/graphic design, English, or liberal arts, is often required of Digital Marketing Managers.

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