Management & LeadershipISCO 1221

Digital marketing manager

A digital marketing manager is a person who develops a company's digital marketing strategy in order to improve the recognisability and the awareness of the brand in line with the company's mission and vision, and who oversees how that strategy and the communication around it are carried out.

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Rate 5 of the 29 essential skills of this occupation (European ESCO data). No account needed.

use e-services

perform business analysis

perform customers’ needs analysis

develop digital content

apply social media marketing

About digital marketing manager

The channels are many. The manager works across social media, advertising email, marketing automation, search engine optimisation, online events and online advertising, using methods that rest on data. Digital marketing techniques, social media marketing techniques, web analytics and e-commerce systems are the working knowledge, and brand management techniques keep a message consistent across channels that each pull it a different way.

Measurement is central to the role. The manager measures and monitors the key performance indicators of digital marketing so that a corrective action plan can be put in place quickly.

Data analysis fills the rest. The manager manages and interprets competitor and consumer data, researches market conditions, analyses consumer buying trends, identifies new business opportunities, and works within the company policies that govern what may be collected, said and claimed. The interpretation is the hard part: a figure that moved does not say why it moved.

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Core competency requirements inferred from the occupation's skill profile. Take the free assessment to see how you match.

Must-Have Skills (Advanced)

Customer OrientationAdvanced

Supporting Skills

CommunicationIntermediate

Digital FluencyIntermediate

AdaptabilityIntermediate

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European Skills Framework

Skills and knowledge areas required for this occupation based on European classification.

Essential (29)

digital communication and collaborationdigital communication and collaborationCommunicate in digital environments, share resources through online tools, link with others and collaborate through digital tools, interact with and participate in communities and networks, cross-cult...marketing analyticsmarketing analyticsThe set of processes for employing data to improve the effectiveness of marketing activities. It involves analysing metrics such as the Return on Investment (ROI) for identify opportunities of improve...web analyticsweb analyticsThe characteristics, tools and techniques for measurement, collection, analysis and reporting of web data to get information on the users' behaviour and to improve the performance of a website.digital marketing techniquesdigital marketing techniquesThe marketing techniques used on the web to reach and engage with stakeholders, customers and clients.social media marketing techniquessocial media marketing techniquesThe marketing methods and strategies used to increase attention and website traffic through social media channels.social media managementsocial media managementThe planning, development, and implementation of strategies aimed at managing social media platforms, the publications, the social media management tools, and the image of organisations in them.neuromarketing techniquesneuromarketing techniquesA field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to marketing stimuli.online ads campaign techniquesonline ads campaign techniquesTechniques to plan and implement a marketing campaign on online ads platforms.brand marketing techniquesbrand marketing techniquesThe methods and systems used in researching and establishing a brand identity for marketing purposes.web strategy assessmentweb strategy assessmentTechniques for conducting a deep analysis of a company's web presence.digital mediadigital mediaThe set of medias that are transmitted through electronic devices.e-commerce systemse-commerce systemsBasic digital architecture and commercial transactions for trading products or services conducted via Internet, e-mail, mobile devices, social media, etc.mobile marketingmobile marketingThe study of marketing which uses mobile devices as a communication channel. This approach can provide potential customers with personalised information (using location or time context) which promotes...company policiescompany policiesThe set of rules that govern the activity of a company.use e-servicesuse e-servicesParticipate in society through the use of public and private digital services. Seek opportunities for self-empowerment and for participatory citizenship through appropriate digital technologies.perform business analysisperform business analysisEvaluate the condition of a business on its own and in relation to the competitive business domain, performing research, placing data in context of the business' needs and determining areas of opportu...perform customers’ needs analysisperform customers’ needs analysisAnalyse the habits and needs of customers and target groups in order to devise and apply new marketing strategies and to sell more goods in a more effective way.develop digital contentdevelop digital contentCreate and edit digital content in different formats, express oneself through digital means.apply social media marketingapply social media marketingEmploy website traffic of social media such as Facebook and Twitter to generate attention and participation of existing and potential customers through discussion forums, web logs, microblogging and s...set brand positioningset brand positioningDevelop a clear identity and unique position in the market; communicate with stakeholders and distinguish from competitors.conduct online competitive analysisconduct online competitive analysisAssess strengths and weaknesses of current and potential competitors. Analyse competitors' web strategies.plan digital marketingplan digital marketingDevelop digital marketing strategies for both leisure and business purposes, create websites and deal with mobile technology and social networking.plan social media marketing campaignsplan social media marketing campaignsPlan and implement a marketing campaign on social media.analyse consumer buying trendsanalyse consumer buying trendsAnalyse buying habits or currently prevalent customer behaviour.design brand's online communication plandesign brand's online communication planDesign of content and presentation of the brand in an online interactive platform.plan marketing campaignsplan marketing campaignsDevelop a method to promote a product through different channels, such as television, radio, print and online platforms, social media with the aim to communicate and deliver value to customers.integrate marketing strategies with the global strategyintegrate marketing strategies with the global strategyIntegrate the marketing strategy and its elements such as the market definition, competitors, price strategy, and communication with the general guidelines of the global strategy of the company.identify new business opportunitiesidentify new business opportunitiesPursue potential customers or products in order to generate additional sales and ensure growth.perform market researchperform market researchGather, assess and represent data about target market and customers in order to facilitate strategic development and feasibility studies. Identify market trends.

Optional (19) — show

relationship marketingrelationship marketingThe process within Customer Relationship Management (CRM) and focuses on customer retention, satisfaction and lifetime customer value.pay-per-clickpay-per-clickInternet advertising model where an advert is place in a website directing traffic to some other website. The publisher gets paid by every click on the banner.services marketingservices marketingThe set of marketing activities for businesses that provide services to improve brand awareness and raise sales. It focuses on intangible commodities.data protectiondata protectionThe principles, ethical issues, regulations and protocols of data protection.advertising techniquesadvertising techniquesThe communication strategies intended to persuade or encourage an audience, and the different media which are used to achieve this goal.content marketing strategycontent marketing strategyThe process of creation and share of media and publishing content in order to acquire customers.reputation managementreputation managementThe influence on stakeholder perceptions and the public in relation to an organization and its brand. It encompasses various activities such as monitoring public perceptions and following conversation...ethics of sharing work through social mediaethics of sharing work through social mediaThe ethics around the appropriate use of social networks and media channels through which to share your work.carry out event managementcarry out event managementPlan and execute all the technical and logistical aspects required for an event to be successful.perform online data analysisperform online data analysisAnalyse online experiences and online data for purposes of understanding user behaviour, triggers of online attention, and other factors that could optimise webpage development and exposure.implement marketing strategiesimplement marketing strategiesImplement strategies which aim to promote a specific product or service, using the developed marketing strategies.creatively use digital technologiescreatively use digital technologiesUse digital tools and technologies to create knowledge and to innovate processes and products. Engage individually and collectively in cognitive processing to understand and resolve conceptual problem...manage staffmanage staffManage employees and subordinates, working in a team or individually, to maximise their performance and contribution. Schedule their work and activities, give instructions, motivate and direct the wor...execute email marketingexecute email marketingConceptualise and write targeted customer emails, manage customer emails for the brand email marketing programmes in order to ensure enhanced profit and improved customer communication and prospection...conduct search engine optimisationconduct search engine optimisationExecute optimal marketing research and strategies on search engine processes, also known as search engine marketing (SEM), in order to increase online traffic and website exposure.stimulate creativity in the teamstimulate creativity in the teamUse techniques like brainstorming to stimulate creativity in the team.perform project managementperform project managementManage and plan various resources, such as human resources, budget, deadline, results, and quality necessary for a specific project, and monitor the project's progress in order to achieve a specific g...execute marketing planexecute marketing planCarry out all the activities involved in achieving specific marketing objectives within a given timeframe.apply customer engagement strategyapply customer engagement strategyEngage customers with a company or a brand by employing several methods such as humanisation of the brand and social media usage. The initiative for engagement can come either from the consumer or the...

Related Occupations

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Frequently asked questions

What does a digital marketing manager do?

Digital marketing managers are responsible for the elaboration of the company's digital marketing strategy with the goal of improving brand recognition and brand awareness, in line with the company's mission and vision. They oversee the execution of digital marketing and communication strategies involving the use of social media, email marketing, marketing automation, search engine optimisation, online events and online advertisement through data driven methodologies and by measuring and monitoring digital marketing KPIs in order to promptly implement corrective action plan. They manage and interpret competitors and consumers' data and conduct research on market conditions.

What skills does a digital marketing manager need?

A digital marketing manager needs 29 essential skills, including digital communication and collaboration, marketing analytics, web analytics, digital marketing techniques, social media marketing techniques.

Will AI replace digital marketing manager jobs?

The AI disruption score for digital marketing manager is 76/100 (very high risk). Skills most exposed to automation: web analytics, develop digital content, analyse consumer buying trends. Most resilient: perform customers’ needs analysis, stimulate creativity in the team, ethics of sharing work through social media.

AI Replacement Risk

76/ 100

Very High Risk

Low riskHigh risk

Skills most at risk from AI

web analytics develop digital content analyse consumer buying trends

Skills resilient to automation

perform customers’ needs analysis stimulate creativity in the team ethics of sharing work through social media

This is the average for the whole occupation. The AI Career Shield test (about 10 minutes) shows the risk in your own work and what you can do about it.

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Quick Facts

SectorManagement & Leadership

ISCO GroupAdministrative and commercial managers

Essential Skills29

Core Skills4

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