WHAT DOES A DIGITAL MARKETING MANAGER DO?

Published: Nov 18, 2024 - 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.
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