Digital Marketing Manager
What They Do
A digital marketing manager oversees all aspects of digital communications to support an organization’s marketing initiatives. These methods include website development, search, mobile, social media, website traffic reporting and other digital channels. The manager will typically oversee a team of digital marketing professionals, such as analysts, strategists, writers and other specialists.
A digital marketing manager is responsible for developing, implementing, tracking and optimizing all digital marketing campaigns and communications. This person will also look for new opportunities to increase online branding and traffic generation for the organization or the company’s clients (for an agency).
Specific tasks include the following.
- Develop and execute all web, search, mobile, social media, SEO/SEM, display advertising, e-newsletter and emerging media campaigns.
- Manage and guide other members of the digital marketing team.
- Identify trends and insights to enhance the department’s efforts.
- Conduct market research and implement improvements that the business can make.
- Measure performance and establish departmental goals.
- Meet with clients.
- Test the effectiveness of new digital collateral.
A digital marketing manager may work in-house for a single company or have a number of clients as part of a marketing agency.
Career Growth and Salary Potential
The Bureau of Labor Statistics (BLS) includes digital marketing managers with advertising, promotions and marketing managers. Employment of advertising, promotions and marketing managers is projected to grow 9 percent by 2024. Demand is tied to the continued rise of electronic media and the decreasing demand for print media. The median annual wage for digital marketing managers is $63,238, according to PayScale.
Organizations and agencies seeking a digital marketing manager will look for certain experience and skills, such as the following.
- Experience leading and managing digital marketing campaigns.
- Knowledge of analytics, A/B testing, ad serving and email tools.
- Familiarity with the latest trends in online marketing.
- Ability to test new ideas and understand the value these ideas bring to the company or client.
- Understanding of how to budget for digital campaigns.
A bachelor’s degree is required for digital marketing managers and related management-level positions. Many employers prefer a master’s degree such as the Master of Business Administration.
Rivier University’s online Master of Business Administration prepares graduates for leadership roles in business, including those who wish to become a digital marketing manager. The program takes place in a fully online learning environment that can help students who want to maintain their current work and personal schedules. Degree tracks include MBA Management, MBA with concentration in Information Technology Management and MBA with concentration in Marketing.