WHAT DOES A DIGITAL MANAGER DO?
Published: Oct 28, 2024 - The Digital Manager oversees the success of marketing campaigns, coordinating with media owners and internal teams to meet specific targets. Provides in-depth performance analysis and strategic insights from extensive data sets to enhance future campaign planning. Manages daily client interactions and collaborates extensively across divisions to align digital initiatives with overarching marketing strategies.
A Review of Professional Skills and Functions for Digital Manager
1. Digital Manager Duties
- Media Mix Strategy: Determine the best media mix for brand & product strategies integrating offline and online campaigns.
- Advertising Cohesion: Ensure a cohesive advertising message across all campaigns.
- Agency Management: Control and management of agencies for all media flow, development, and implementation of communication campaigns.
- Digital Brand Management: Plan, execute, track, and report performance of Motorola's brand in the digital environment.
- Website and Digital Content Strategy: Development, implementation, and monitoring of website strategy and digital content platforms.
- E-commerce Strategy Development: Development of the e-commerce strategy and demand generation plans, building a strong reporting process to analyze and optimize performance.
- Media Budget Management: Planning and execution of the media budget.
- Operations Management: Definition and management of daily operations with creative media, social networks, and media agencies, including digital strategic partnerships with Google, Facebook, Twitter, Instagram.
- Workflow Alignment: Alignment of media and content workflows.
- Social Media Communications Management: Management of communications on brand social networks, including active listening to support meaningful interactions with the audience supported by community management agency and the customer service center.
- SEO and SEM Strategies: Definition and implementation of SEO and SEM strategies.
- Digital Media Optimization: Together with media and production agencies, continuous optimization in all digital media campaigns and execution of integration with offline media.
- E-CRM Strategy Implementation: Implementation of global and regional strategy of E-CRM supporting with tools of the group to assure in all the means a great final experience to the consumer.
- Digital Performance Analysis: Comprehensive digital results analysis (bought, owned, and earned) to comply with KPIs.
- Promotional Campaigns Execution: Planning and execution of promotional campaigns with a strong focus on conversion.
2. Digital Manager Details
- Digital Partnerships Management: Manage the central planning, buying, and execution of all digital partnerships and managed-buy campaigns across multiple territories (with a large focus on media owner and multi-market partnership buys).
- Campaign Success Management: Managing the overall success of campaigns alongside media owners and internal teams against predefined targets.
- Data Analysis and Reporting: Build and deliver regular detailed reports on the performance of campaigns, be able to identify insights from large data sets & provide recommendations to ensure the positive evolution of campaign performance is incorporated into new plans.
- Client Relationship Management: Own the day-to-day client relationship, manage communications & work closely with wider Universal divisions/local markets to ensure digital deliverables are met.
- Digital Strategy Support: Support the Digital Director in driving digital strategy into local markets during campaign planning and review local market media plans to ensure plans are aligned with the central strategy.
- Internal and External Liaison: Liaise with other Universal teams internally and externally to collate details of planning and implementation and identify strategic alignments.
- Communications Strategy Research: Compile research and insights for communications strategy on forthcoming campaigns.
- Media Research Proficiency: Gain a strong understanding and level of expertise with the full range of media research tools to identify audience opportunities.
- Relationship Management: Grow & nurture existing relationships with clients and media partners.
- Media Updates Distribution: Distribute updates/reports to the wider team and client on media developments and emerging technologies.
- Media Status Tracking: Management of the weekly media status tracking sheets across divisions.
- Briefs and Plans Coordination: Actively manage & coordinate the numerous briefs and plans across the team, ensuring accuracy of deliverables within specific timelines.
- Project Leadership: Take the lead on various projects, delegate & clearly outline requirements.
- Digital Plan Evaluation: Ensure all aspects of the digital plans including social, search, display, and VOD are interrogated thoroughly.
- Digital Media Trends Analysis: Keep up to date & share developments in the digital/social media landscape for applications on Universal Pictures’ business & identify new opportunities for trailer & content breaking.
3. Digital Manager Responsibilities
- Digital Campaign Execution: Executing campaigns across digital channels focusing on Programmatic Display.
- Digital Marketing Strategy Support: Working closely with teams to support and drive key client initiatives with Digital Marketing strategies.
- Digital Campaign Management: End-to-end Digital campaign management from research & strategy through to post reporting.
- Campaign Planning and Optimization: Manage the planning, implementation, and optimization of campaigns across all digital channels: Search, Programmatic, Display, Video, Audio, and Paid Social (FB, Insta, Snap, TikTok, Pinterest).
- Process Optimization: Working efficiently with platform partners, publishers, and internal colleagues to optimize end-to-end execution processes to ensure timely go-to-market capability.
- Effective Campaign Placement: Working with platform partners, publishers, and internal colleagues to ensure effective campaigns are placed that will deliver required client outcomes.
- Digital Strategy Recommendation: Responding to briefs from Account Management and New Business teams, recommend digital approaches based on best practice and previous learnings, ensuring that all campaigns meet client objectives.
- Brand Strategy Alignment: Aligning BAU digital activities with brand marketing strategy and identifying opportunities for further commercializing activity with clients and on occasion suppliers.
- Digital Marketing Analysis: Providing thorough reporting and analysis on digital marketing results at a campaign level.
- Digital Strategy Development: Developing the digital channel marketing strategy using local market recommendations and adapting global/regional digital strategy for local implementation.
- Digital Customer Experience Optimization: Optimization of the digital customer experience and customer engagement.
- Data-Driven Insights: Using data and analytics to drive meaningful insights and improvements.
- Technical Support for Digital Tools: Providing technical support to internal functions in the use of digital technology.
- Compliance and Standard Control: Creating controls to ensure all digital and internal communication initiatives comply with legal, compliance, and ethical standards.
- Digital Project Collaboration: Collaborating with the wider Commercial Excellence team to manage digital projects, channels, and initiatives.
4. Digital Manager Accountabilities
- Digital Strategy Development: Develop a holistic digital roadmap for Costa Hellenic in partnership with functional leads and other business partners across KO, CCH, and Costa IT and digital teams.
- IT and Digital Initiative Leadership: Lead planning, prioritization, and monitoring of IT and digital initiatives, working across platforms and markets to build an integrated customer and consumer proposition differentiated in the market.
- Digital Planning Coordination: Establish planning routines with IT and digital group leaders, to satisfy the requirements of the Company’s planning cycles.
- Digital Thought Leadership: Act as a digital thought leader for Costa Hellenic and establish key relationships both internally and externally to drive new thinking and attend monthly “Global Digital Council” meetings to represent the market as the digital lead.
- High-Performance Workforce Development: In partnership with other IT and digital team leads, develop and deploy processes, practices, capabilities, tools, and mindsets that support a high-performance workforce and a growth culture.
- IT Development Oversight: Ensure that CCH-led IT developments in equipment connectivity, payment systems, and others integrate back into the Costa ecosystem, capturing transferable learning for wider Costa benefit.
- Data Strategy Definition: Define data capture and management strategy with CCH, supporting both Costa and CCH data opportunities while ensuring system adherence to GDPR requirements.
- Digital Content Strategy: Define Costa website, social media, and other digital channels content strategy in partnership with the global team, Costa CCH regional marketing team, and cost-effectively source, leveraging Costa and KO global and regional resources.
- Media Planning and Buying Oversight: Oversee and develop a Media Planner/Buyer.
- Relationship Management: Develop relationships with day-to-day clients and internally with other departments.
- Media Relationship Maintenance: Maintain strong relationships with media owners.
- Digital Implementation Excellence: Ensure that delivering brilliant basics in digital implementation planning.
- Digital Output Coordination: Work closely with the Digital Associate Director on the day-to-day digital output for clients (working with all departments across the company).
- Stakeholder Engagement: Meetings and conference calls with Planners and clients.
- Client Presentation Response: Response to brief presentations.
5. Digital Manager Functions
- Client Relationship Management: Build trusted relationships with key client contacts.
- Project Coordination: Coordinate, lead, and complete project planning efforts for multiple projects, including task identification, activities, and deliverable milestones.
- Project Oversight: Oversee client projects and always-on deliverables.
- Deliverable Management: Deliver client requirements in full, on time, and within budget.
- Strategic Growth Partnership: Work in partnership with head of digital and head of integrated services to build on opportunities for client organic growth.
- Digital Innovation: Leverage a combination of client familiarity, awareness of client’s objectives, and understanding of the digital landscape to introduce new digital innovations to clients.
- Campaign Development: Participate in the development of client digital strategies, client campaigns, and ongoing programs.
- Creative Collaboration: Work with digital studio and creative teams to shape best-in-class creative work for digital platforms.
- Insight-Driven Briefing: Effectively craft creative briefs with insights at the center.
- Mentorship: Mentor a team of younger executives, supporting their growth and career success at Edelman.
- Accountability and Performance: Consistently hold self and staff accountable for behavior and performance.
- Business Development: Contribute to business growth by introducing clients to new capabilities, building a network of industry contacts, and participating in relevant professional organizations.
- Continuous Learning: Commit to continuous learning and improvement of leadership skills, setting and pursuing stretch goals.
- Vision Alignment: Understand Edelman's and the Digital group’s vision and their role in achieving it.
- Strategic Leadership: Provide strategic counsel, guidance, and leadership to staff, supervising several team members, and ensuring team success by managing work quality and productivity levels.