WHAT DOES A DIGITAL MARKETING MANAGER DO?
Reviewed under Editorial Standards by Lam Nguyen

Updated: Jun 30, 2025 - The Digital Marketing Manager develops and implements digital marketing strategies focused on inbound lead generation, multi-channel campaigns, and customer segmentation to optimize outreach efforts. This position oversees the execution of marketing plans, including events, webinars, and e-commerce initiatives, while analyzing data and conducting A/B testing to refine digital strategies. This role collaborates cross-functionally to align marketing objectives with sales, product teams, and outsourced resources, ensuring streamlined processes and actionable insights.

A Review of Professional Skills and Functions for Digital Marketing Manager

1. Digital Marketing Manager Duties

  • Strategic Planning: Developing the strategic plan to convert members to premium subscriptions.
  • Budget Management: Managing the advertising budget and plan.
  • Media Buying: Overseeing all digital advertising media buys and working directly with partner media agencies to set forth plans, analyze results, and optimize ongoing efforts.
  • Performance Analysis: Provide a weekly analysis of all digital channels and outline areas of opportunity.
  • Campaign Design: Collaborating with the Senior Content Manager to design on-brand ad campaigns that engage and inspire audiences.
  • Tactical Execution: Developing tactics and plans that build awareness, engagement, and/or conversion, and executing these integrations across email, website, social media, and mobile app platforms.
  • Customer Insights: Working closely with the Project Manager to analyze customer behavior, usage, and loyalty within the app.
  • Program Development: Actively seeking and developing new programs to enhance the customer experience across all digital channels and within the mobile app.
  • Analytics Support: Supporting the analytics and strategy behind weekly marketing channels including email, blogs, and social media.
  • Website Development: Overseeing and further developing websites, including new landing pages, updates to current pages, and/or features and functionality of the website.
  • Commercial Planning: Owning the commercial calendar to create digital marketing campaigns that support business goals and strategy.
  • Market Research: Researching and identifying new content and digital marketing opportunities through competitor analysis, keyword research, and customer insights.
  • Digital Merchandising: Setting strategic direction and owning the digital merchandising agenda, increasing site performance and sales while maintaining the company’s brand identity.
  • Personalization Strategy: Being responsible for on-site personalization, including product recommendations and predictive sorting, to drive enhanced sales.
  • Sales Insights: Supporting the sales budget planning with insights and understanding for past performance and how upcoming product releases and activities can impact sales.
  • Coordination: Coordinating with buying and supply chain to ensure product delivery.

2. Digital Marketing Manager Details

  • Paid Social Strategy: Lead strategy and optimization of direct response paid social campaigns (FB/IG/TikTok).
  • Cross-Functional Collaboration: Work cross-functionally to create a paid social strategy that collaborates with email, PR, influencers, and other advertising campaigns.
  • Performance Analysis: Secure delivery of the necessary daily, weekly, and monthly analyses to understand short-term actions needed to improve performance.
  • CRM Email Marketing: Responsible for global CRM email marketing, working closely with the founder to ensure brand-relevant content.
  • SEO Optimization: Leverage both on-page and off-page SEO opportunities to develop effective outreach tactics for consistent coverage.
  • On-Site Search Management: Responsible for on-site search performance, ensuring keywords are optimized and products returned are performing.
  • Creative Experimentation: Experiment constantly with new creative, landing pages, etc., to improve ROAS.
  • Reporting: Analyze and report metrics on a regular cadence to leadership.
  • Trend Monitoring: Develop and maintain a professional knowledge of new or emerging trends within the paid social landscape.
  • Special Project Leadership: Assume leadership of special projects, including expanding to new channels.
  • Digital Activation Management: Manage digital activation across a comprehensive set of digital channels in support of business objectives (e.g., awareness, engagement, lead generation, conversion).
  • Email Campaign Coordination: Coordinate the design, development, testing, integration, and deployment of automated email campaigns for key client segments, thought leadership, and product groups.
  • Marketing Automation: Help develop and maintain marketing automation tools, standards, and best practices.
  • Lead Generation: Grow new leads through new platforms, new campaigns, and by increasing conversion rates through A/B testing, improved copy, different calls-to-action, etc.
  • Data Analytics: Monitor analytics and data from websites, email blasts, social, and other digital content to establish benchmarks and inform strategy.

3. Digital Marketing Manager Responsibilities

  • Digital Marketing Management: Plan and execute all digital marketing and demand generation activities.
  • SEO/SEM Optimization: Optimize SEO/SEM performance of the JACS Solutions website with both on-site and off-site content.
  • Marketing Automation: Utilize and maintain JACS’ marketing database and marketing automation systems to plan, execute, and measure marketing campaigns using email, social media, video, blog, display advertising, and other channels.
  • Content Marketing: Lead content marketing efforts by creating content that may be repurposed for use across channels to establish JACS as a thought leader in targeted markets.
  • Social Media Management: Design, build, and maintain a social media presence.
  • Performance Analytics: Measure and report the performance of all digital marketing campaigns against pre-determined goals with strong analytical ability.
  • Data-Driven Decision Making: Identify trends and insights and make data-backed decisions to optimize spend and performance.
  • User Experience Optimization: Collaborate with internal and external teams to optimize user experience across the buyer’s journey and maximize conversions at all funnel stages.
  • Experimentation: Create and manage experiments and conversion tests.
  • Vendor Collaboration: Collaborate with agencies and other vendor partners.
  • Technology Evaluation: Evaluate emerging marketing technologies and make recommendations for adoption as appropriate.
  • Growth Strategy Development: Brainstorm new and creative growth strategies.
  • Trend Research: Research and stay current on digital marketing trends.
  • Best Practice Adoption: Work with UBS global partners to adopt best practices for WM US.
  • Tool Testing: Help to test and compare new marketing tools and/or products.
  • Compliance Management: Manage approvals across Legal, Compliance, and RP24's to ensure all materials can be used by Advisors and/or shared directly with clients and prospects.

4. Digital Marketing Manager Job Summary

  • Acquisition Marketing: Develop and execute multi-channel acquisition marketing strategies across all paid channels, including digital (SEM, Display, Paid Social, Affiliate) and offline channels.
  • Team Leadership: Lead the internal digital marketing team and oversee campaign management and reporting, including in-depth analytics of LTV, CPA, ROI, and incrementality.
  • Agency Oversight: Oversee vetting and performance of external ad agencies and partners.
  • Budget Management: Manage the Paid Media budget.
  • Strategic Collaboration: Collaborate with Brand and E-Commerce teams on a compelling growth roadmap to improve traffic and conversion KPIs and execute integrated marketing and product launch calendars.
  • Creative Collaboration: Collaborate with Brand and Creative teams on asset development for performance campaigns.
  • Landing Page Optimization: Partner with the E-Commerce team to ideate landing page experiences that align with marketing campaigns and provide a consistent post-click ad experience to customers.
  • Data-Driven Optimization: Utilize data-driven methodology, analysis, and measurement to improve the effectiveness and efficiency of performance channels.
  • Customer Insights: Utilize Google Analytics and other monitoring platforms to gain actionable customer insights and develop consumer cohort segments and profiles for each brand.
  • Data Integration: Partner directly with IT to maintain and supplement other data sources and visualizations for the holistic voice of the customer analysis.
  • Team Development: Manage 1-2+ direct reports, supporting professional and personal development.
  • Talent Acquisition: Hire and develop the team to support continued growth in paid channels.
  • Digital Marketing Strategy: Develop and deploy a digital marketing strategy that supports brand and sales ideals, aggressively drives market reach, and expands Daniels’ brand presence as an industry leader in three countries.
  • Digital Integration: Manage the strategic integration of digital presence with new company acquisitions.
  • Website Strategy: Develop an aligned website approach for Daniels and its subsidiaries to drive concentrated digital visibility for all brands that aligns with commercial strategy.

5. Digital Marketing Manager Accountabilities

  • Innovation Leadership: Act as an innovation and digital technology expert, providing architecture and technology oversight and guidance.
  • Solution Execution: Manage execution of innovation solutions, including reviews and testing for implementation.
  • Process Establishment: Establish and execute technology and innovation processes and standards (e.g., review board involvement).
  • Technology Roadmap Development: Develop and execute technology tools and platform roadmap across all digital channels.
  • Thought Leadership: Advocate and act as a thought leader for technology and innovation for the Digital team and its business units.
  • Business Case Preparation: Influence IT decisions by preparing business cases as necessary.
  • IT Collaboration: Work closely with IT development to represent use cases and communicate business priorities and user needs.
  • Technology Alignment: Understand existing and emerging technologies to match business strategy with execution.
  • Business Needs Assessment: Understand and align innovation with immediate and long-term business needs.
  • Vendor Management: Manage contractor and third-party technology vendor relationships for innovation projects.
  • Metrics Definition: Work with the Marketing Analytics Manager to define key metrics and outcomes for technology that align with business goals.
  • Issue Mitigation: Manage and mitigate technology-related issues for projects, working closely with IT and other partners.
  • Innovation Processes: Create an innovation approach with appropriate processes, tools, and metrics to support new opportunities.
  • Digital Growth Strategy: Create a roadmap for growth across multiple digital platforms and channels through strategic guidance and discovery of emerging digital platforms and channels.
  • Cross-Functional Collaboration: Partner closely with the Digital team, IT, Marketing, Communications, Legal, and Regulatory to champion change and secure buy-in.
  • Budget and Idea Pitching: Develop and pitch innovation ideas to multiple business unit leaders to capture shared budgets and implement ideas across multiple audiences.

6. Digital Marketing Manager Functions

  • Digital Trend Identification: Identify the latest digital trends and technologies with potential to impact brand growth and turn them into actionable strategies.
  • Digital Tools Expertise: Be an expert in corporate and external digital tools and coach internal stakeholders.
  • Workshops and Education: Conduct regular education workshops with digital partners to enhance digital capabilities within the company.
  • E-Retail Support: Partner with the Trade Marketing team to drive traffic to e-retailing platforms through digital efforts and support consumer engagement activations.
  • Digital Marketing Management: Oversee all aspects of the digital marketing agenda, including corporate and cross-brand digital/social efforts, CRM database, email marketing, display advertising campaigns, and social media platforms.
  • Innovative Project Development: Propose, lead, and develop brand and cross-brand digital and social innovative projects to drive portfolio synergies.
  • E-Commerce Knowledge: Familiar with Taiwan’s e-retailing/e-commerce landscape and regulations, serving as a digital partner to the Trade Marketing team for e-retailing opportunities and developments.
  • Media Diversification: Work proactively with brand teams to recommend media diversification into Video, SEM, SEO, and LINE to improve reach, media effectiveness, and efficiency.
  • Performance Reporting: Coordinate with agency partners to prepare monthly digital reports on marketing campaign performance and recommend improvements for efficiency and effectiveness.
  • SEO Optimization: Migrate and maintain all brand sites in Global CMS, optimizing title tags and meta descriptions to enhance SEO results.
  • CRM Database Management: Conduct clear assessments of CRM databases by respective brands and ensure seamless integration of online/offline data into the database.
  • CRM Integration: Integrate CDB into brand rolling calendars to drive offline traffic and activate CDB with engaging programs.
  • CRM Strategy Development: Develop and own the CRM strategy and programs for PRT portfolio brands.

7. Digital Marketing Manager Job Description

  • Website Optimization: Develop and execute optimization and personalization programs for Klue’s main website assets.
  • Performance Analysis: Measure and report on campaign results to distill learnings and insights for stakeholders across broader teams.
  • Page Performance Improvement: Identify poorly performing pages and develop ideas to boost performance and conversion rates.
  • Web Experimentation: Experiment with web technologies and trends to drive positive impacts on lead generation.
  • Campaign Management: Develop and own effective processes for launching, managing, and measuring online campaigns.
  • Conversion Rate Optimization: Create effective testing and landing page optimization strategies to lift conversion rates across the acquisition funnel.
  • A/B Testing: Manage A/B tests on creative, copy, audience segments, channels, and tactics.
  • Customer Acquisition: Lead new customer acquisition with an emphasis on revenue impact.
  • Digital Marketing Collaboration: Work in partnership with the content marketing team to deliver digital marketing goals across SEO/SEM, database growth, email, and advertising campaigns.
  • Closed-Loop Analytics: Establish closed-loop analytics with sales to understand how inbound marketing activity converts customers and drive growth objectives aligned with sales results.
  • Digital Campaign Reporting: Budget, measure, and report the performance of all digital marketing campaigns and assess against goals (ROI and KPIs).
  • Global CMS Management: Oversee the development and maintenance of the global CMS website platform, supplier relationships, new plugin integration, and technical troubleshooting with offsite team support.
  • Digital Governance: Work closely with internal digital peers to ensure governance and platform alignment.
  • Innovative Strategy Implementation: Partner with organizations, communities, and teams to recommend and implement innovative strategies.
  • Content Management: Manage business-specific assets within the content management system.
  • Budget Management: Manage budget to ensure resources and outcomes are maximized.

8. Digital Marketing Manager Overview

  • Performance Marketing Strategy: Develop, implement, and execute strategic online performance marketing initiatives for Lululemon in Japan in line with brand and strategic guidelines.
  • Media Channel Management: Own and lead local online performance marketing strategy and distribution across media channels such as paid digital, social media, and owned media.
  • Campaign Optimization: Analyze and optimize online performance campaigns against digital and Japanese market growth objectives.
  • Agency Leadership: Lead agency relationships and align communication strategy with key partners across APAC.
  • Project Management: Set, communicate, and maintain timelines, budgets, and priorities on every digital marketing project in Japan.
  • Market Trend Analysis: Monitor online marketing trends across categories to generate insights for new digital marketing strategies to accelerate Lululemon's growth
  • Cross-Functional Collaboration: Collaborate with cross-functional teams to ensure digital marketing efforts align with the larger promotional strategy and remain on brand.
  • Campaign Execution: Ensure digital marketing campaigns are executed flawlessly and optimized towards the campaign goal.
  • Channel Expertise: Provide channel-level expertise and strategy across the digital marketing landscape.
  • Customer Acquisition: Develop and execute customer acquisition strategies for Paid Social, Paid Search, Display, and YouTube.
  • Channel Testing: Evaluate and test new paid marketing channels.
  • Experimentation: Rapidly launch experiments across channels, landing pages, and creative.
  • Budget Optimization: Monitor campaigns and optimize marketing budgets across channels.
  • Performance Analysis: Drive improved performance through ad hoc analysis to assess how to enhance performance on a weekly basis.
  • Campaign Budget Management: Manage campaign budgets and provide recommendations for campaign optimization.
  • Creative Coordination: Work with internal teams and external creative agencies to coordinate channel-specific creative to support promotions and product launches.

9. Digital Marketing Manager Details and Accountabilities

  • Marketing Strategy Development: Assist in the development of the marketing strategy for new and existing products, with a focus on digital marketing and inbound lead generation.
  • Multi-Channel Campaign Execution: Create, plan, and execute multi-channel campaigns through targeted digital and web marketing efforts, creating a personalized approach for strategic accounts.
  • Customer Segmentation: Define and segment customers to determine appropriate outreach strategies.
  • Platform Evaluation and Implementation: Evaluate and select platforms for marketing campaigns, then implement and measure results to refine strategies as needed.
  • Lead Generation Collaboration: Work cross-functionally to ensure lead generation goals are met, specifically with sales and product teams.
  • Campaign Management: Oversee the implementation of the marketing strategy, including campaigns, events, conferences, and webinars.
  • Market Research: Provide competitive, market, and consumer research to optimize the positioning of Trusaic products and services in the marketplace.
  • Data Analysis and Testing: Analyze data and run A/B testing on current efforts to determine the most effective digital strategy.
  • Outsourced Team Coordination: Work with outsourced teams to ensure timely compilation of marketing data for insights and strategy refinement.
  • Process Optimization: Streamline and simplify processes to ensure smooth and efficient campaign execution.
  • Collaborative Leadership: Participate in collaborative meetings between the executive team, sales, and operations.
  • E-Commerce Strategy Alignment: Recommend and align with the Brand Manager on how to achieve brand objectives in e-commerce and digital marketing.
  • E-Commerce Analytics: Develop e-commerce strategies based on website analytics and performance data.
  • Website Updates and Reporting: Execute website improvements, updates, and reporting activities on an agreed-upon schedule.
  • Rapid Website Management: Responsively and rapidly manage ongoing changes and improvements in website code and creative assets.

10. Digital Marketing Manager Tasks

  • Digital Marketing Strategy: Developing and executing digital marketing strategies.
  • E-Commerce and Loyalty Programs: Implementing new online ordering/e-commerce functionality and launching new loyalty programs.
  • SEO Content Management: Managing website and app content with a focus on SEO.
  • Customer Data Acquisition: Developing strategies to obtain customer data and drive the adoption of customer loyalty programs.
  • Website and App Optimization: Testing and optimizing website and app performance (experience with Craft CMS preferred).
  • Aggregator Partnership Management: Managing delivery aggregator partnerships, including Uber Eats, Menulog, DoorDash, and Deliveroo.
  • Email Marketing: Managing databases and executing email marketing programs to drive revenue and retention (experience with MailChimp preferred).
  • Paid Media Management: Managing paid search, YouTube, and display activities (Google certification preferred).
  • Analytics and Reporting: Utilizing analytics tools to assist in strategy development and reporting to the wider business (experience with Google Analytics and Google Tag Manager required).
  • Digital PR and App Development: Managing digital PR and overseeing app builds.
  • Marketing Automation: Developing strategies to automate marketing processes effectively.
  • Creative Briefing: Briefing creative requirements to in-house designers as needed.
  • Relationship Building: Building strong relationships with in-market Development Agents and external agencies/suppliers.
  • Competitor Analysis: Researching, evaluating, and championing digital marketing best practices, including competitor analysis, to enhance digital marketing activities.
  • Brand Alignment: Ensuring all digital marketing activities adhere to brand guidelines.
Editorial Process

Lamwork content is developed through structured review of publicly available job postings and documented hiring trends.

Editorial operations are managed by Thanh Huyen, Managing Editor, with research direction and final oversight by Lam Nguyen, Founder & Editorial Lead. Content is periodically reviewed to reflect observable labor market changes.

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