Head of digital job description.
Looking to hire a head of digital or move into a senior digital leadership role? This page covers everything you need to know. From core responsibilities and required skills to salary expectations and career progression, this head of digital job description is designed to support informed hiring decisions and help experienced digital professionals plan their next step.
What does a head of digital do?
A head of digital leads the overall digital function within a business. The role combines strategic planning with operational oversight across channels like paid media, SEO, CRM, ecommerce, content, and digital platforms.
They are responsible for setting the digital roadmap, managing teams or agencies, and delivering results aligned to growth, customer engagement, and revenue targets. The role often acts as the link between marketing, product, development, and commercial teams.
For employers, hiring a head of digital ensures digital activity is aligned with business goals. For candidates, it’s a leadership role that offers full visibility and influence over strategy, performance, and team development.
Key responsibilities of a head of digital.
The scope will vary depending on team size and sector, but most heads of digital are responsible for:
- Defining and owning the digital marketing strategy
- Leading performance across paid search, paid social, SEO, CRO, and email
- Managing internal teams and/or external partners
- Overseeing ecommerce, CRM, or lead generation platforms
- Aligning digital activity with business goals, revenue targets, and customer experience
- Building and reporting on digital KPIs across acquisition, retention, and ROI
- Identifying growth opportunities through technology, channels, or partnerships
- Leading budget planning, media allocation, and platform investments
- Working closely with content, creative, dev, and analytics teams
- Presenting insights and performance updates to the board or senior stakeholders
In some businesses, the role may also cover digital product ownership, website infrastructure, or app performance.
Skills and requirements for a head of digital.
Hiring managers look for senior-level candidates who combine commercial awareness, strategic thinking, and channel expertise. Common requirements include:
- 6 to 10 years of experience in digital, marketing, or ecommerce leadership
- Proven track record of managing teams or agencies
- Experience with budget management and performance accountability
- Strong understanding of digital channels and platforms
- Confidence using analytics and data to drive decision-making
- Familiarity with tools like GA4, CRM systems (e.g. HubSpot, Salesforce), and ecommerce platforms (e.g. Shopify, Magento)
- Leadership skills and the ability to manage change or scale growth
- Strategic mindset combined with operational understanding
- Clear communication, stakeholder management, and reporting skills
Some businesses may also expect experience leading digital transformation or international growth.
Average salary for a head of digital.
In the UK, the average salary for a head of digital typically ranges from £80,000 to £120,000, depending on experience, sector, and business size.
- Heads of digital in mid-sized or regional companies may earn £80,000 to £95,000
- Those in high-growth, investor-backed, or multi-market businesses often earn £100,000 to £120,000 or more
- Packages may also include bonuses, equity, or long-term incentives
Salaries are higher in London and in sectors such as SaaS, ecommerce, fintech, and B2B tech.
Career progression for a head of digital.
The head of digital role is a senior leadership position that often leads to board-level or cross-functional roles. A typical path includes:
Digital marketing manager
Owns campaign strategy, reporting, and team management across core channels.
Digital marketing lead or growth lead
Bridges strategy and delivery. Begins owning budgets, planning, and outcomes.
Head of digital
Leads teams, sets digital direction, manages commercial performance, and reports to the board.
Digital director or marketing director
Oversees broader departments and aligns digital with brand, comms, and commercial strategy.
Chief digital officer (CDO)
Executive board-level roles responsible for digital strategy, business transformation, and long-term growth.
Some heads of digital also transition into product leadership, customer experience, or commercial director roles.
Digital Marketing Executive
Marketing Manager
Marketing Manager
Digital Marketing Executive
salary guide
Our UK marketing salary guide.
Hiring a head of digital or planning your next senior move? Our 2025 UK marketing salary guide provides marketing salary benchmarks, hiring insights, 2024 comparisons, and 2026 projections to help you plan ahead.
Whether you're building a team or exploring your next opportunity, use it to understand what top digital talent expects—and what competitive offers look like in today’s market.
FAQS
Head of digital FAQs.
They set digital strategy, oversee campaign performance, manage teams or agency partners, and work closely with commercial teams. The day often involves a mix of leadership, analysis, planning, and collaboration.
Not always. Most employers prioritise experience leading teams, delivering growth, and managing complex digital activity. Many candidates progress from hands-on marketing or performance roles.
A digital marketing manager focuses on execution and channel strategy. A head of digital leads the entire digital function, aligning it with wider business goals and often managing teams or departments.
GA4, Looker Studio, CMS platforms like WordPress or Shopify, CRM systems like HubSpot or Salesforce, and tools across PPC, SEO, email, CRO, and reporting.
Most heads of digital in the UK earn £80,000 to £120,000, with additional performance incentives in some sectors. London and high-growth industries often pay at the upper end.
Ecommerce brands, B2B tech companies, agencies, SaaS providers, and consumer product businesses often hire heads of digital to lead growth, scale performance, and shape the digital function.
