Introduction

A digital marketing manager is a person in charge of supervising the entire online marketing efforts of an organization, usually working with a team of experts in fields like SEO, paid marketing, social media, content, and email.

In this article, we will explore what digital marketing managers do, how the role of a digital marketing manager differs from a digital marketing specialist, and skills that are often required for this job.

What a Digital Marketing Manager Does

The digital marketing manager usually oversees the entire strategic direction of the company’s digital marketing campaign, manages budgets and resources among different media channels, and ensures that the particular campaign is in line with general business objectives. In other words, the execution of the particular campaign is not usually the main duty of the manager.

In addition, the duties depend upon the size of the company. If the company is small in size, the manager will have to do much work regarding the execution of the particular campaign along with strategy development. If the company is big in size, the manager will only perform the task of managing the campaign.

Core Responsibilities

1. Strategy Development

Overall strategy for digital marketing, which includes which channels should be prioritized based on the business objectives and budget.

2. Budget Allocation

Marketing budget allocation among various channels, like paid advertising, content creation, and marketing software.

3. Team Management

Managing a team of digital marketing experts, delegation of duties, and helping in their professional growth.

Team Management Includes

• Delegation of duties
• Professional growth
• Team performance
• Coordination of activities

4. Cross-Channel Coordination

Making sure that all campaigns on various channels, like SEO, paid media, and emails, collaborate effectively as opposed to working independently.

Cross-Channel Coordination Covers

• SEO
• Paid media
• Email marketing
• Content marketing
• Social media marketing

5. Performance Reporting

Report on marketing performance in general to top management, converting marketing channel data into business results, including revenue or cost per acquired customer.

Common Performance Metrics

• Marketing Performance
• Revenue
• Cost Per Acquired Customer
• Campaign Effectiveness

6. Vendor and Agency Management

In organizations outsourcing some of their marketing functions, the task is managing relationships with external vendors along with the internal team.

How a Digital Marketing Manager Differs From a Digital Marketing Specialist

The biggest distinction between the two roles is in terms of scope and perspective.

Digital marketing specialists specialize in one or two channels and are directly responsible for its implementation.

On the other hand, the digital marketing manager usually takes a broad approach towards understanding the marketing strategy of an organization and pays attention to planning and leadership, as opposed to being involved in specific campaigns’ execution.

Often enough, the person who works as a digital marketing manager had been a specialist in one or several channels before joining a management position.

Skills a Digital Marketing Manager Typically Needs

Strategic Thinking

Ability to relate marketing operations to the entire company’s goals as opposed to improving individual channels independently.

Leadership and Team Management

As this is a job that entails leadership of a team of experts, delegation, coaching and performance management skills will be equally important to marketing skills.

Leadership Skills Include

• Delegation
• Coaching
• Performance management
• Team development

Cross-Channel Knowledge

An understanding of multiple digital marketing methods, not necessarily possessing the same level of practical experience in each that a specialist might have, for the purpose of making informed strategic and budgetary decisions.

Knowledge Areas

• SEO
• Paid advertising
• Social media
• Email marketing
• Content marketing
• Analytics

Data Analysis and Reporting

Interpretation skills for marketing performance data on all channels and communicating them effectively to the senior management team or other relevant parties.

Budget Management

Allocation and management skills for the budgeting process of marketing activities through various channels and campaigns.

Typical Career Path Into the Role

The digital marketing manager is likely to advance to this position from being a channel specialist for a number of years, gaining increasing strategic and managerial experience.

Others are likely to have a more general background in marketing and business before advancing to digital marketing management.

Where Digital Marketing Managers Fit Within an Organization

Digital Marketing Manager Responsibilities in Large Organizations

The digital marketing manager works under the direct supervision of the Director/VP of marketing and manages the team of channel specialists.

Digital Marketing Manager Responsibilities in Small Organizations

In such organizations, the position will usually be supervised by the business owner/general manager and will include some direct involvement in implementation activities as well.

In-House Versus Agency Roles

Digital marketing managers can be employed in-house, handling the marketing strategy for one company, or in agencies where they will handle strategy for various clients all at once.

In-House Roles

• Handle marketing strategy for one company.
• Focus on the long-term growth of the brand.
• Work closely with other departments.

Agency Roles

• Develop strategy for various client portfolios.
• Operate in various sectors.
• Deal with varied client requirements and marketing objectives.

Bottom Line

The digital marketing manager is the individual who manages the entire digital marketing strategy, budget, and team of a company; and operates at a higher level than the digital marketing specialist, who is more channel-oriented.

This job usually requires someone who is good at strategic planning, a leader, and cross-channel knowledge, and the job is achieved through experience from digital marketing specialist roles.