WHAT DOES A DIGITAL MEDIA MANAGER DO?

Published: Nov 29, 2024 – The Digital Media Manager develops and executes digital acquisition strategies across search, affiliate, social, and email channels, ensuring consistency in brand messaging and content quality. This position leverages data and analytics to optimize tactics, drive key performance indicators such as revenue and engagement, and provide actionable insights for improved business performance. The manager monitors industry trends, competitors, and innovations while leading and mentoring a team to achieve high-quality results and professional growth.

A Review of Professional Skills and Functions for Digital Media Manager

1. Digital Media Manager Details and Accountabilities

  • Digital Content Creation: Creation of digital content in all visual forms including graphics and animation.
  • Videography: Take responsibility for videography - Shooting and editing videos for landing pages, social media, and events.
  • Social Media Campaigns: Create and support Social media campaigns.
  • Team Coordination: Coordinate with social media and web development teams for content creation.
  • Document Creation: Creation of Company documents and presentations.
  • Brand Awareness: Establish a web presence to boost brand awareness.
  • Brand Consistency: Liaise with Marketing and sales teams to ensure brand consistency.
  • Industry Knowledge: Stay up-to-date with digital media developments.
  • Inventory Management: On-boarding/managing mobile inventory owners.
  • Media Buying: Media buying for CPI/CPR-based campaigns.
  • Product Development: Take responsibility for new product development.

2. Digital Media Manager Job Description

  • Digital Strategy: Driving the digital and social media strategy across various social platforms.
  • Content Management: Directing and managing the creation of social content with internal and external stakeholders.
  • Brand Consistency: Build and maintain personality, profile, and tone in line with social and brand identity.
  • Website Management: Create content and maintain a website, improving and optimizing site performance.
  • Trend Analysis: Identify online trends and insights, and evaluate end-to-end customer experience.
  • Copywriting: Develop, edit, and execute engaging copy across all owned platforms.
  • Campaign Planning: Drive marketing campaign plans across digital platforms.
  • Account Management: Building existing and new accounts to maximize revenue.
  • Client Solutions: Providing whole digital marketing and advertising solutions to clients.
  • Sales Research: Business pitching and research to meet sales and other business targets.

3. Digital Media Manager Accountabilities

  • Media Planning: Provide strategic media planning recommendations and develop plans that are aligned with clients’ Multicultural objectives.
  • Client Deliverables: Assist in media plan presentations and reporting as well as other client-facing deliverables.
  • Media Presentation: Develop and present media POVs to internal and extended agency teams and clients.
  • Workflow Management: Maintain status reports to ensure efficient workflow and communication to meet internal and client deadlines.
  • Collaboration: Work collaboratively with other agency departments and partner agencies to develop fully integrated marketing plans.
  • Strategy Optimization: Support digital/social strategy measurement and optimization.
  • Digital Strategy: Possess an understanding of digital/social platforms on the paid side and have a passion for discovering new ways to execute innovative brand campaigns.
  • Data Analysis: Create reports and analyze data while having the ability to summarize results into insights.
  • Cross-Functional Strategy: Drive strategy and decisions with cross-functional teams and internal clients.
  • Campaign Analysis: Provide ongoing analysis of digital campaigns to internal and external agency counterparts.
  • Strategic Support: Support account teams with technical campaign information and strategic insights.

4. Digital Media Manager Job Summary

  • Campaign Management: Plan, set up, and report paid media campaigns across search, paid social, and other advertising platforms.
  • Performance Monitoring: Monitor advertising performance to ensure campaigns stay on target.
  • Data Analysis: Analyze results to identify opportunities for improvement and communicate insights to the IGS internal team.
  • Digital Strategy: Work with the team to develop digital marketing strategies that grow the business.
  • Experimentation: Design and execute experiments to test the effectiveness of various digital advertising tactics, features, and tools for business.
  • Industry Knowledge: Stay up to date on industry trends and explore/test new opportunities.
  • Audience Research: Research audience preferences and discover or anticipate current trends.
  • Content Creation: Create engaging text, image, and video content.
  • Content Design: Design posts to sustain readers’ curiosity and create buzz around new products and services.
  • SEO and Web Traffic: Measure web traffic and monitor SEO.
  • Platform Awareness: Stay up to date with changes in all social platforms while ensuring maximum effectiveness.
  • Customer Engagement: Facilitate online conversations with customers and respond to queries.
  • Review Management: Report on online reviews and feedback from customers and fans.
  • Posting Strategy: Develop optimal posting schedules, considering web traffic and customer engagement metrics.

5. Digital Media Manager Overview

  • Social Media Strategy: Effectively use digital and social media platforms to reach target audiences and advance communication objectives.
  • Content Development: Use a strategic approach to social media, developing content that is engaging, uses platform best practices, and meets project goals.
  • Audience Targeting: Develop accurate, compelling, audience-appropriate content for digital and social platforms.
  • Content Customization: Package social media content for various audiences and customize content based on the user (e.g. partner organization, federal agency, community health worker).
  • Graphic Design: Work with a graphic designer or use graphic design skills to create engaging social media graphics to accompany social media messages.
  • Current Events Content: Develop social media messages in response to current events, sometimes on a quick turnaround.
  • Communication Planning: Develop and implement a strategic digital/social communication plan.
  • Media Monitoring: Direct and conduct social media listening and media monitoring activities, including analysis and reporting.
  • Client Relationship Management: Provide leadership in maintaining client relationships, delivering strategic counsel, and troubleshooting project-related issues.
  • Campaign Management: Manage day-to-day execution of paid media campaigns and optimize campaign components to maximize efficiency and effectiveness.
  • Data Communication: Communicate paid media strategies and results, and recommend data-driven decisions.
  • Team Collaboration: Collaborate with team members to ensure an integrated multi-channel approach to unify campaigns.
  • A/B Testing: Create and manage a testing roadmap and run various A/B tests to identify winning variables.
  • Campaign Analysis: Perform rigorous campaign analysis to determine performance, ROI, and optimization opportunities, to ensure goals are being met or exceeded.
  • Performance Reporting: Set up conversion tracking, manage performance reporting, and analyze marketing data to evaluate the effectiveness of paid media efforts.

6. Digital Media Manager Functions

  • Vendor Management: Work with outside vendors to maintain the current website.
  • Website Development: Lead team development of a new website to be implemented in 20xx.
  • Social Media Strategy: Design and manage social media strategy to align with business goals.
  • Content Creation: Lead acquisition of all visual assets and design, compose, and write engaging text to create buzz around organizational fundraising, events, and adoptable animals.
  • Brand Consistency: Maintain consistent brand visuals and messaging throughout all platforms.
  • Social Monitoring: Monitor social media and online mentions.
  • Digital Optimization: Optimize all digital points of contact including landing pages, donation forms, auto-responders, and automation series with a special focus on donor recruitment, maintenance, and reactivation.
  • Technical Support: Manage the troubleshooting of technical issues.
  • Content Scheduling: Schedule placement of content on digital platforms, monitor performance and report on key metrics and ROI, analyze consumer behavior, and adjust campaigns.
  • Project Management: Oversee the production of special marketing projects from initial concept through scripting, storyboarding, production, and distribution.
  • Design and Branding: Design all branded materials including social media ads, electronic newsletters, website graphics, brochures, shirts, invitations, business cards, flyers, signage, and presentations.
  • Event Support: Assist in projects, events, and programs in conjunction with the company's needs.
  • Technology Awareness: Stay up to date with current technologies, benchmark trends, and audience preferences; suggest and implement new features to develop brand awareness.
  • CRM Management: Manage CRM database including uploading new contacts and sign-ups.

7. Digital Media Manager Role Purpose

  • SEM Strategy: Plan, develop, and implement the delivery of SEM media strategies.
  • Campaign Management: Oversee and execute the day-to-day operations of Paid Search and Paid Social campaigns including auditing client sites, pulling data, compiling analysis, client communication, and deliverables.
  • KPI Definition and Evaluation: Define, measure, and evaluate relevant digital marketing KPIs.
  • Reporting: Pull data and prepare weekly/monthly/ad hoc reports for clients.
  • Budget Management: Oversee and manage the overall budget for paid media.
  • Growth Strategy: Identify growth opportunities and implement initiatives to ensure clients’ goals are met while executing regular management tactics.
  • Client Strategy: Present findings to the client to influence their onsite content strategy.
  • Subject Matter Expertise: Act as a subject matter expert with the team and client.
  • Industry Research: Continuously research and communicate industry trends and opportunities to improve SOPs.
  • Website Optimization: Work on multiple client websites by implementing changes to various aspects to comply with Google’s best practices and attain client website goals.
  • Market Research: Conduct thorough keyword research, market research, competitive research, and audience-targeting research to build high-performing campaigns.
  • Ad Strategy: Research and recommend new ad formats and paid media strategies to test, while being up to date on the latest platform changes.
  • Client Collaboration: Partner with account managers to foster amazing organization and communication with clients.
  • Team Collaboration: Collaborate with channel experts, strategists, and team members to produce best-in-class digital campaigns.
  • Trend Awareness: Keep up to date with industry trends and new tools to bring cutting-edge experiences and insights to clients.

8. Digital Media Manager Key Accountabilities

  • Team Leadership: Oversees 5-6 direct reports and includes hiring, training, assignment delegation, performance evaluation, corrective action, and termination of employment when necessary.
  • Operations Management: Responsible for the daily operations of the digital marketing team to ensure that digital marketing channels are fully coordinated with marketing activities within specific campaigns and across the global marketing team.
  • Digital Strategy Execution: Execute the overall digital strategy developed in support of annual business objectives together with the global Marketing team.
  • Communication Management: Create and sustain regular communication on digital marketing campaigns to ensure an effective and productive promotional review process.
  • Marketing Calendar Management: Create and maintain a digital marketing calendar based on current trends and prior year comps, and organize the team and processes for promotional publication.
  • Campaign Management: Develop, launch, and manage all digital marketing campaigns including email, SEM, retargeting, and display advertising to support customer acquisition and drive business results.
  • Customer Targeting: Identify and target optimal prospects and customers to grow distribution across all channels.
  • Subject Matter Expertise: Serve as a subject matter expert for digital marketing best practices, internal processes, and systems related to digital marketing.
  • Technology Evaluation: Evaluate and recommend technologies to help optimize process and customer experience, gather future business requirements, and represent the voice of the brand as additional digital marketing capabilities/platforms are established.
  • Vendor Management: Manage the day-to-day relationship with external vendor partners to deliver digital features/functionality as desired and ensure we get the best out of tooling.
  • Marketing Automation: Leverage marketing automation and streamline, automate, and measure all digital marketing tasks and workflows.
  • Budget Management: Manage day-to-day budget and develop the business case to secure incremental investments based on historical program performance.
  • Data Analysis: Execute tests, collect and analyze data, and identify trends and insights to achieve maximum ROI in paid media campaigns.
  • Campaign Reporting: Take responsibility for tracking, analyzing, and reporting campaigns.

9. Digital Media Manager Duties and Roles

  • Acquisition Strategy: Develops digital acquisition strategies and tactics across search, meta-search, affiliate, social, and email channels, executes through agency and partners.
  • Brand Consistency: Ensures consistency and quality of brand and hotel content and messaging across meta, affiliate, social, and email channels.
  • Collaboration: Partners with IT and commercial teams to ensure rates and availability feeds, source attribution, and cost recovery are functioning effectively.
  • Audience Targeting: Partners with the Analytics team to identify customer segments and audiences and provides targeted messaging to qualified audiences.
  • Data Optimization: Uses data to continually optimize tactics to achieve desired KPIs (ROMI, revenue, engagement) within budget in meta-search (Trip Advisor, Google HPA, Kayak, etc.), affiliate (Commission Junction, etc.), social (Facebook, Instagram, Twitter, etc.) and email channels.
  • Reporting and Insights: Creates reports and aggregates data into actionable insights that help drive business performance.
  • Strategy Development: Participates in the development of annual digital media strategy and budget, business forecasts, and cost recovery tracking.
  • Stakeholder Education: Educates internal stakeholders regarding digital acquisition.
  • Technology Awareness: Stays abreast of new vendors, technologies, and innovations in the digital acquisition space.
  • Test and Learn: Partners with brand marketing teams to identify and execute test and learn opportunities with key vendors.
  • Competitive Analysis: Monitors competitors in the space and surfaces relevant learnings.
  • Team Leadership: Leads a team to deliver high-quality results, meeting or exceeding desired KPIs.
  • Team Development: Mentors, guides, and develops skills of team members to set them up for success.
  • Performance Reviews: Provides quarterly and annual performance reviews to team members as required by HR.
  • HR Collaboration: Partners with HR for personnel updates, changes, etc.

10. Digital Media Manager Responsibilities

  • Collaboration: Collaborate with the Director of Media Marketing on the strategy and direction of the media team and media campaigns.
  • Goal Alignment: Ensure forces are aligned to achieve annual, monthly, and weekly lead volume and written premium goals.
  • Media Planning: Support the Director of Media Marketing on media planning, reporting of media actuals, and campaign performance metrics to Upper Management.
  • Leadership: Lead SEM Specialists by providing direction and guidance on SEM and Display channels to achieve premium lead volume and performance metrics.
  • Campaign Management: Responsible for day-to-day management, buying, and performance of SEM and Google Display/Gmail campaigns.
  • Analytics: Routine use of Analytics platforms to review consumer behavior on AIG Direct’s websites and landing pages to assist with landing page optimizations, new content strategies, and audience building.
  • Campaign Optimization: Provide regular reporting and analysis on campaigns and make necessary recommendations and adjustments to maximize results.
  • Platform Utilization: Implement the usage of the Google Marketing Platform and SA360 to streamline reporting and merge data amongst SEM and Display to provide for cross-channel attribution.
  • Strategy Development: Generate strategies, content, and new initiatives that will increase leads and premiums delivered from organic search.
  • SEO and SEM Synergy: Strive to synergize keyword opportunities between SEM and SEO.
  • Ad Creation: Develop new SEM and Display ad copy and image ideas for testing to help increase response rates.
  • Compliance Collaboration: Collaborate with Legal and Compliance Teams on creative messaging and website content to ensure pieces adhere to compliance and brand guidelines.
  • Industry Knowledge: Stay abreast of the latest industry trends and search engine trends for recommendations and ideas for testing and growth.
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