Last updated: January 2026
In this article: What They Do | Skills Required | Salary | Tools | Career Path | How to Get Started | FAQs
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Digital marketing managers oversee a company’s online marketing efforts across channels like search, social media, email, and paid advertising. They develop strategies, manage campaigns, analyze performance data, and work to drive brand awareness, website traffic, and customer acquisition.
If you’re analytical and business-savvy but also creative and curious, digital marketing management could be an ideal career path. Here’s what you need to know about the role.
What Does a Digital Marketing Manager Do?
A digital marketing manager is responsible for developing, implementing, and managing marketing campaigns that promote a company and its products or services. They play a major role in enhancing brand awareness within the digital space, driving website traffic, and acquiring leads and customers.
“This person is responsible for driving relevant consumers with the goal of improving brand recognition, trust, and ultimately purchase intent,” says Justin Emig, director of search marketing at digital marketing agency Web Talent Marketing.
Core Responsibilities
- Strategy development – Creating digital marketing strategies aligned with business goals
- Campaign management – Planning, executing, and optimizing marketing campaigns across channels
- SEO and SEM – Managing search engine optimization and paid search advertising
- Social media marketing – Overseeing social media strategy and content
- Email marketing – Developing email campaigns for lead nurturing and customer retention
- Content marketing – Coordinating content creation that supports marketing objectives
- Analytics and reporting – Measuring campaign performance and ROI using web analytics tools
- Budget management – Allocating and managing digital marketing budgets
- Team leadership – Managing direct reports and coordinating with cross-functional teams
- Vendor management – Working with agencies, freelancers, and technology vendors
Emig describes his day-to-day as “everything from developing media strategies that put clients’ brand or product in front of their target audience to writing and pitching content and digging through the trenches of web analytics to unearth invaluable info about target consumers.”
Digital Marketing Channels
Digital marketing managers typically work across multiple channels:
| Channel | Activities |
|---|---|
| Search (SEO/SEM) | Organic optimization, Google Ads, Bing Ads |
| Social Media | Organic content, paid social, and community management |
| Newsletters, drip campaigns, marketing automation | |
| Content | Blog posts, ebooks, webinars, video |
| Display/Programmatic | Banner ads, retargeting, programmatic buying |
| Affiliate/Partnerships | Affiliate programs, influencer partnerships |
Skills Required for Digital Marketing Managers
Technical Skills
- SEO/SEM expertise – Understanding search algorithms, keyword research, and paid search management
- Analytics – Proficiency with Google Analytics, data visualization, and reporting tools
- Marketing automation – Experience with platforms like HubSpot, Marketo, or Salesforce Marketing Cloud
- Paid media – Managing campaigns on Google Ads, Meta Ads, LinkedIn, and other platforms
- CRM knowledge – Understanding customer relationship management and lead scoring
- Basic HTML/CSS – Helpful for email marketing and landing page optimization
- A/B testing – Designing and analyzing experiments to optimize conversion
Soft Skills
- Leadership – Managing teams and driving results through collaboration
- Communication – Writing compelling copy and presenting to stakeholders
- Analytical thinking – Extracting insights from data to inform strategy
- Adaptability – Keeping pace with the ever-changing digital landscape
- Consumer empathy – Thinking like your target audience
- Risk tolerance – Willingness to test new approaches and learn from failures
“This job requires you to influence others and drive results through collaboration,” says Sandra Rand, director of marketing at OrionCKB. “You must be able to work with colleagues and contacts at all levels of an organization to develop compelling offers and drive growth.”
Emig adds that adaptability and courage are essential: “A digital marketing manager has to not be afraid to try new things, take chances, fail, and test everything.”
Digital Marketing Manager Salary
Digital marketing manager salaries vary based on experience, location, company size, and industry:
| Experience Level | Salary Range |
|---|---|
| Entry-Level / Coordinator (0-2 years) | $45,000 – $60,000 |
| Digital Marketing Manager (3-5 years) | $65,000 – $90,000 |
| Senior Digital Marketing Manager (6-9 years) | $90,000 – $120,000 |
| Director of Digital Marketing (10+ years) | $120,000 – $175,000+ |
| VP of Digital Marketing | $150,000 – $250,000+ |
Factors affecting salary:
- Location – Major metros (NYC, SF, LA) pay 20-40% more
- Industry – Tech, finance, and e-commerce typically pay higher
- Company size – Enterprise companies often have larger budgets
- Specialization – Expertise in high-demand areas like paid media or marketing automation can command premiums
Digital Marketing Tools
Digital marketing managers work with a variety of platforms and tools:
Analytics and Data
- Google Analytics 4 – Website and app analytics
- Google Search Console – Search performance data
- Looker Studio (Data Studio) – Dashboard and reporting
- Tableau / Power BI – Advanced data visualization
Advertising Platforms
- Google Ads – Search, display, YouTube, Performance Max
- Meta Ads Manager – Facebook and Instagram advertising
- LinkedIn Campaign Manager – B2B advertising
- Microsoft Advertising – Bing search ads
- The Trade Desk / DV360 – Programmatic advertising
Marketing Automation and Email
- HubSpot – All-in-one marketing platform
- Marketo – Enterprise marketing automation
- Salesforce Marketing Cloud – Enterprise email and automation
- Mailchimp / Klaviyo – Email marketing platforms
SEO Tools
- Ahrefs / SEMrush – Keyword research, backlink analysis, competitive intelligence
- Screaming Frog – Technical SEO audits
- Moz – SEO tools and metrics
Project Management
- Asana / Monday.com – Campaign and project management
- Trello – Kanban-style task management
Career Path and Advancement
Typical Progression
| Level | Titles | Experience |
|---|---|---|
| Entry | Digital Marketing Coordinator, Marketing Specialist | 0-2 years |
| Mid | Digital Marketing Manager, Growth Marketing Manager | 3-5 years |
| Senior | Senior Digital Marketing Manager, Head of Digital | 6-9 years |
| Leadership | Director of Digital Marketing, VP of Marketing, CMO | 10+ years |
Who Does a Digital Marketing Manager Report To?
A digital marketing manager typically reports to a Director or VP of Marketing and may have one to two direct reports executing social, email, and other digital marketing tactics. In smaller companies, they may report directly to the CMO or CEO.
Similar Roles
Roles with overlapping responsibilities include:
- Growth Marketing Manager
- Performance Marketing Manager
- Demand Generation Manager
- Marketing Campaign Manager
- Acquisition Marketing Manager
- Paid Media Manager
How to Become a Digital Marketing Manager
Education
There’s no single path to digital marketing management. A degree in marketing, communications, or business helps, but it’s not required.
“You don’t need a fancy Ivy League degree to break into digital marketing,” says Rand. “Internships and job experience are far more valuable than where you went to school or even what you studied.”
Certifications
“Certifications are the new degree,” says Emig. “Having a healthy collection of certifications adds credibility to your resume that’s sure to catch a potential employer’s eye.”
Valuable certifications include:
- Google Ads Certification
- Google Analytics Certification
- HubSpot Inbound Marketing Certification
- Meta Blueprint Certification
- SEMrush SEO Certification
Building Experience
- Start in a specialist role – Focus on one channel (SEO, paid media, email) before expanding
- Take on side projects – Run marketing for a small business, nonprofit, or personal brand
- Learn analytics deeply – Data skills differentiate managers from specialists
- Develop business acumen – Understand how marketing ties to revenue and business goals
What Gets You Ahead
“A never satisfied and unwilling to stop testing mindset,” says Emig. “In other words, don’t take your foot off the pedal.”
To advance as a digital marketing manager:
- Stay current with platform changes and industry trends
- Develop strong leadership and team management skills
- Build expertise in marketing analytics and attribution
- Learn to communicate results to executives and stakeholders
- Understand the full marketing funnel and customer journey
Frequently Asked Questions
What does a digital marketing manager do?
A digital marketing manager develops, implements, and manages online marketing campaigns across channels like search, social media, email, and display advertising. They’re responsible for driving brand awareness, website traffic, and customer acquisition while analyzing performance data to optimize results.
What skills do digital marketing managers need?
Key skills include SEO/SEM expertise, analytics proficiency, marketing automation knowledge, paid media management, leadership, communication, and analytical thinking. Adaptability is crucial given how quickly the digital landscape changes.
How much do digital marketing managers make?
Entry-level digital marketing coordinators earn $45,000–$60,000. Digital marketing managers with 3-5 years of experience make $65,000–$90,000. Senior managers earn $90,000–$120,000, while directors can earn $120,000–$175,000+. Location and industry significantly affect salary.
Do I need a degree to be a digital marketing manager?
A degree in marketing, business, or communications is helpful but not required. Experience and demonstrated skills often matter more. Certifications from Google, HubSpot, and other platforms can add credibility to your resume.
What’s the difference between a digital marketing manager and a marketing manager?
A digital marketing manager focuses specifically on online channels—search, social, email, display advertising, and content marketing. A general marketing manager may oversee both digital and traditional marketing (print, events, TV, radio). In practice, the roles often overlap, especially at smaller companies.
What tools do digital marketing managers use?
Common tools include Google Analytics, Google Ads, Meta Ads Manager, marketing automation platforms (HubSpot, Marketo), SEO tools (Ahrefs, SEMrush), email platforms (Mailchimp, Klaviyo), and project management tools (Asana, Monday.com).
Is a digital marketing manager a good career?
Yes. Digital marketing offers strong job growth, competitive salaries, and opportunities across virtually every industry. The field rewards continuous learning and provides clear advancement paths to director and VP roles. However, it requires staying current with rapidly changing platforms and technologies.
How do I become a digital marketing manager?
Start in a specialist role (SEO, paid media, social media) to build expertise in one channel. Earn relevant certifications. Develop analytics skills to differentiate yourself. Build a portfolio of results. Over time, expand your knowledge across channels and develop leadership skills to move into management.
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