Channel judgement
Chooses channels from audience behaviour, proposition, journey, economics, capacity, and evidence rather than habit.
Starts with preferred platforms and retrofits an objective after activity is planned.
Marketing & Creative
Digital Marketing Manager Job Description
A Digital Marketing Manager plans and improves measurable digital programmes across the channels that help an organisation reach, engage, convert, and retain its intended audiences.
Use the role guide to clarify channel scope, audience, funnel responsibility, budget, data quality, creative support, and the outcomes the manager can influence.
Candidate-facing template
Edit the description for your organisation
Replace bracketed details, remove anything that is not genuinely required, and obtain the appropriate internal approval before advertising.
Ready-to-edit job description
Copying excludes all recruiter notes below.
Digital Marketing Manager
- Location
- [Location or working arrangement]
- Employment type
- [Full-time or contract]
- Reports to
- [Marketing leader title]
About the role
[Company name] is hiring a Digital Marketing Manager to plan and improve digital activity for [audience, product, and market]. You will turn commercial and customer priorities into channel plans, coordinate content and creative delivery, manage approved budgets, maintain dependable measurement, and use evidence to improve performance.
What you will be responsible for
- Develop quarterly channel and campaign plans connected to defined audience behaviour and business outcomes.
- Manage agreed digital channels directly or through specialists and agencies, with clear briefs, budgets, controls, and review points.
- Coordinate landing pages, content, creative, offers, forms, tracking, and sales or service hand-offs needed for complete customer journeys.
- Monitor spend, reach, engagement, conversion, acquisition quality, pipeline or revenue contribution, and retention signals appropriate to the model.
- Run controlled tests with a stated hypothesis, dependable measurement, and documented learning rather than continuous untracked change.
- Maintain appropriate consent, preference, accessibility, brand, data, and platform practices with qualified support where required.
- Explain performance, limitations, trade-offs, and recommended investment clearly to marketing and business stakeholders.
What success looks like
- Digital investment reaches the intended audience with a traceable path to the agreed business outcome.
- Campaign reporting distinguishes activity, conversion, customer quality, and downstream value.
- Testing produces reusable learning rather than isolated short-term gains.
- Channel, creative, website, data, and sales owners understand their part in the customer journey.
Essential qualifications
- Experience managing measurable digital campaigns across channels relevant to the role.
- Ability to connect audience, proposition, journey, channel choice, creative, and measurement.
- Confidence managing budgets and interpreting performance beyond platform-reported metrics.
- Experience briefing and coordinating creative, content, web, data, sales, or external partners.
- Strong written communication and the ability to explain analytical limitations.
- Responsible working knowledge of consent, accessibility, brand, and customer-data considerations.
Preferred qualifications
- Experience with the relevant business model, customer journey, geography, or product category.
- Hands-on knowledge of the organisation’s primary advertising, analytics, automation, or content platforms.
- Experience managing an agency, specialist team, website improvement, or experimentation programme.
Tools and working knowledge
- Web analytics, tag management, consent, and reporting platforms
- Advertising, email, automation, social, search, content, and optimisation tools relevant to the channel plan
- CRM or commerce data needed to understand downstream customer quality
Compensation and benefits: [Add the approved range, currency, any performance element, professional-development support, equipment, and location-dependent benefits.]
[Company name] is committed to accessible recruitment and digital experiences and will consider reasonable adjustments in line with applicable local requirements.
How to apply
Apply through [application method] with examples showing the audience, objective, budget or scale, your individual decisions, measurement approach, and resulting learning.
Performance expectations
What good performance looks like
Use these outcomes to replace vague activity lists with the evidence the hiring manager expects to see after the person joins.
Channel plans start with audience and journey evidence rather than a platform-first activity list.
Reporting reconciles platform activity with dependable website, CRM, commerce, or customer evidence where possible.
Budget changes have a stated rationale, expected effect, risk, and review point.
Campaign learning improves future audience, proposition, creative, channel, and hand-off decisions.
Hiring-manager intake
Questions to settle before advertising
Record specific answers so sourcing, screening, and interview decisions use the same definition of the role.
- 1
Which audience, product, geography, funnel stages, and outcomes will the manager own or influence?
- 2
Which channels are in scope and how much work is hands-on, delegated, agency-led, or shared?
- 3
What budget, approval authority, and financial accountability does the role carry?
- 4
Which data sources are trusted and where do attribution, consent, tracking, or hand-off gaps exist?
- 5
Who supplies creative, content, web development, product information, and sales follow-up?
- 6
What must improve first: reach, acquisition quality, conversion, cost, pipeline, revenue, retention, or measurement reliability?
Evaluation criteria
Evidence to use in a Digital Marketing Manager scorecard
Agree the criteria before interviews begin, then score examples against the same evidence standard.
Measurement
Defines events and sources, checks data quality, separates correlation from causation, and states attribution limitations.
Uses platform dashboards as unquestioned truth or reports impressions without downstream quality.
Experimentation
States a hypothesis, changes one meaningful factor, sets decision criteria, protects validity, and documents learning.
Calls normal campaign adjustments tests and selects whichever metric improved after the fact.
Commercial communication
Explains spend, return, uncertainty, trade-offs, capacity, and recommendation in language stakeholders can act on.
Uses channel terminology to avoid a clear answer about business effect or risk.
Structured interview
Digital Marketing Manager interview questions and strong signals
Ask the same core questions in the same order, then use follow-ups to understand the candidate’s individual contribution.
1
Tell me about a campaign where the platform results looked stronger than the business results.
Strong answer signal
Checks definitions, tracking, lead or customer quality, time lag, incrementality, and channel incentives before deciding.
2
How do you decide where to place the next unit of digital budget?
Strong answer signal
Considers marginal return, audience saturation, evidence quality, capacity, strategic need, risk, and an explicit review point.
3
Describe a test that changed your wider marketing approach.
Strong answer signal
Explains hypothesis, setup, result, limitation, learning, and how that learning transferred to a later decision.
4
What do you need from sales, product, or operations for digital marketing to work?
Strong answer signal
Identifies proposition, capacity, feedback, data, service, follow-up, and shared definitions rather than blaming another team.
Related titles
Check the scope behind the title
Growth Marketing Manager — often owns experimentation across acquisition, activation, retention, referral, and monetisation.
Performance Marketing Manager — usually concentrates on paid acquisition, budget efficiency, measurement, and conversion.
Digital Marketing Lead — may be the most senior hands-on digital specialist with broader strategy but a smaller team.
Common hiring mistakes
Problems to remove before publishing
Listing every digital channel while giving the role no specialist, agency, creative, web, or data support.
Making one person accountable for revenue without explaining product, price, sales capacity, fulfilment, and attribution limits.
Requiring every platform certificate instead of assessing audience, commercial, analytical, and learning judgement.
Using vague expectations such as “grow awareness” without an audience, behaviour, measure, baseline, or decision.
Continue the hiring workflow
Related roles and recruiter resources
Related job descriptions
Helpful recruiter resources
Source and review notes
How this template was prepared
- Language
- International English
- Prepared by
- ATZ CRM Editorial Team
- Review
- ATZ CRM Recruitment Editorial Review
- Last reviewed
- 2026-08-04
O*NET: Marketing Managers
Reference for occupation tasks, knowledge, skills, abilities, and work activities.
ESCO: occupations and skills
Reference for internationally recognised occupation and skills terminology.
Qualifications, compensation, licences, working conditions, and equal-opportunity wording must be checked for the role and location before use.
Recruiter questions
Digital Marketing Manager job description FAQs
What should a Digital Marketing Manager job description include?
State the audience, product, geography, channels, funnel scope, budget, team and agency support, data sources, decision authority, and the outcomes the role can genuinely influence.
Does a Digital Marketing Manager need to manage every channel?
No. Strong digital managers understand the journey and channel relationships, but the job description should distinguish the channels they personally operate from work owned by specialists, agencies, or other teams.
Should candidates provide a marketing portfolio?
A portfolio or case study can help when it explains the brief, audience, decisions, personal contribution, evidence, limitations, and learning. Avoid judging polished creative alone when the role requires commercial and analytical management.