Digital marketing manager job description.
Looking to hire a digital marketing manager or apply for a mid-to-senior level digital marketing role? This page outlines everything you need to know. From key responsibilities and platform skills to average salary and long-term progression, this digital marketing manager job description is designed to support hiring decisions and help candidates prepare for the next step in their digital career.
What does a digital marketing manager do?
A digital marketing manager leads the planning and delivery of digital campaigns across online channels. The role is responsible for driving performance through paid media, SEO, CRM, content, and analytics.
Digital marketing managers typically manage budgets, agencies, or internal teams. They report into a head of marketing, director, or founder, depending on the structure of the business.
For employers, this role adds strategic focus and accountability to digital activity. For candidates, it offers the opportunity to lead campaign direction, manage people or platforms, and influence performance outcomes.
Key responsibilities of a digital marketing manager.
While every business is different, digital marketing managers are usually responsible for:
- Developing and executing multi-channel digital marketing plans
- Leading paid media activity across Google Ads, Meta, LinkedIn, or programmatic platforms
- Managing SEO performance and coordinating technical or on-page improvements
- Delivering email campaigns and CRM-led customer journeys
- Managing budgets, forecasts, and media spend
- Analysing data using tools like GA4, HubSpot, or Looker Studio
- Working with content teams, designers, or freelancers to deliver assets
- Supporting CRO and A/B testing to improve conversion performance
- Aligning digital campaigns with wider commercial or sales activity
- Presenting performance updates and insights to senior stakeholders
The level of hands-on involvement will vary depending on the size of the team and business.
Skills and requirements for a digital marketing manager.
Hiring managers typically look for candidates who can manage digital activity end to end while driving clear commercial results. Key requirements include:
- 3 to 5 years of experience in a digital or performance marketing role
- A strong understanding of paid media platforms such as Google Ads and Meta Ads Manager
- Working knowledge of SEO, content marketing, and CRO
- Experience with CRM and email automation platforms such as HubSpot, Salesforce, or Klaviyo
- Ability to plan campaigns, manage budgets, and allocate spend effectively
- Confidence using analytics tools such as GA4 or Looker Studio
- Familiarity with CMS platforms like WordPress or Shopify
- Ability to manage multiple stakeholders, channels, or projects
- Strong communication and reporting skills
Most employers prioritise real-world experience over formal qualifications, although CIM or Google certifications can help.
Average salary for a digital marketing manager.
In the UK, the average salary for a digital marketing manager typically ranges from £45,000 to £60,000, depending on experience, sector, and location.
- Mid-level roles often offer £45,000 to £50,000
- Senior digital marketing managers, especially those with people management or performance ownership, can earn up to £60,000 or more
- Some roles include bonuses, profit share, or performance-based incentives
Salaries tend to be higher in London and in sectors such as SaaS, fintech, ecommerce, or digital-first B2B businesses.
Career progression for a digital marketing manager.
A digital marketing manager role offers a strong platform for progression into senior strategy or leadership roles. A typical path includes:
Digital marketing executive
Supports campaign delivery, reporting, and channel management across paid or organic platforms.
Senior digital marketing executive
Leads specific digital channels, owns budgets, and supports planning and optimisation.
Digital marketing manager
Manages strategy across multiple digital channels, reports to senior leadership, and may oversee team members or agency partners.
Head of digital
Owns the digital function, sets long-term strategy, and aligns digital with business growth objectives.
Digital marketing director
Oversees multi-channel marketing teams, defines commercial strategy, and contributes to wider business planning.
Some professionals choose to specialise further in areas
Marketing Manager
Digital Marketing Executive
Marketing Manager
salary guide
Our UK marketing salary guide.
Are you a digital marketing manager looking for a new role? Or a business looking to hire a digital marketing manager?
Our 2025 UK marketing salary guide includes the latest salary benchmarks for digital marketing roles across the country. Explore regional insights, role comparisons, and tips for shaping a competitive package.
FAQS
Digital marketing manager FAQS.
Most digital marketing managers focus on planning and running campaigns, managing budgets and platforms, and reporting on performance. They often coordinate teams or agencies and adjust strategy based on data.
Not always. Many digital marketing managers progress from executive roles or via hands-on learning. Employers tend to value experience with channels, platforms, and measurable results.
Google Ads, Meta Ads Manager, GA4, HubSpot, email marketing tools, CMS platforms, and reporting dashboards like Semrush or Data Studio.
Most digital marketing managers in the UK earn between £45,000 and £60,000, depending on location, experience, and company size. Bonuses or commission may be offered in performance-driven roles.
Most stay for 2 to 4 years before moving into a head of digital or director-level role. Progression often depends on business growth and internal opportunities.
Ecommerce brands, SaaS platforms, agencies, and B2B firms all hire digital marketing managers to lead their performance and digital strategy.
