Digital Marketing job descriptions and roles-Digital Marketing Manager or Web Manager
What’s the aim of these 15 templates?
This are practical templates to support managers when recruiting digital marketing specialists to resource digital marketing activities within their team structure.
The job descriptions in this template are intended to help identify the right type of role and the right type of person to improve digital marketing’s contribution within an organisation.
By defining clear competencies required by an organisation, we intend to save you time when creating job descriptions to advertise for new recruits or recruiting into existing digital marketing roles.
The role descriptions may also be useful for updating existing employee job roles. In some companies, HR training plans are created against job skills. These are linked closely to performance objectives, and the focus is to retrain current marketing staff through CPD (continuing professional development), courses, exhibitions or external courses. Where companies are under-resourced in digital marketing or current staff do not have the motivation to upskill, then the company will need to recruit externally and employ those who can literally ‘hit the ground running’!
We have identified 15 of the most important roles based on an analysis of advertised roles across a range of recruitment agencies and direct from employers. The roles are focused on key digital marketing skills, including CRM, Analytics, Search, PPC, Social Media, Social Media Platform Development and the management of digital platforms and tools across agencies and client-side.
Candidate selection criteria covered within the job descriptions
The templates provide the following sections: variation of job titles, junior roles to support this role, location, industry, client/agency-side, summary scope, main duties, person specifications (soft and hard skills), and current average salary.
When companies are aiming to recruit staff in these roles, we believe this is a useful framework to apply in both writing the job specification and to help with scoring key desirable and essential skills during the interview stage. It may also be useful to check if anyone currently in the organisation has these skills. If so, and if there is room to up-skill and the structure is right for the new role, pitching it internally to this candidate at the right salary can be a great move.
From a candidate’s perspective, or someone seeking a new role, the detailed criteria will help them highlight key skills on their CV which employers are looking for or even show skills which they are aiming to develop.
Job description for Digital Marketing Manager
The traditional Marketing Manager role has shifted to include digital skills in many organizations who recognize the importance of these channels. In larger organizations, digital marketing requires additional focus, so many companies are recruiting for this key role with specific the responsibility for managing digital marketing.
1. Role:
The variation of job titles include: Head of Digital Marketing, Digital Marketing Director. Digital Sales Manager, Digital Project Manager, Digital Marketing Programme Manager. Clear Agency roles include Account Director – Digital, Digital Planners and Digital Account Directors.
2. Junior roles within the team
The more junior roles are advertised as: (Senior) Digital Marketing Executive, Senior Marketing Executive, E-commerce Marketing Professional, (Junior) Digital Project Manager and Digital Marketing Assistant.
Some of the titles, however, can be misleading because some salaries and responsibility scopes reflect a management role.
3. Location
4. Industry sector
5. Client/agency side
6. Summary/scope of role
7. Main duties/areas of responsibility
- Create digital marketing strategies and implement digital marketing plans or roadmaps to support lead acquisition and brand awareness objectives across the business to include digital PR, SEO, PPC, social media, affiliate and email marketing.
- Responsible for developing and executing digital marketing activities and campaigns across digital channels and media.
- Ability to drive new leads via online channels and demonstration or evidence of ROI.
- Ability to grow customer base via digital marketing channels.
- Manage desktop and mobile sites to improve customer experience, customer satisfaction and business value generated.
- Maintain and update websites with local marketing teams or external agencies. Includes optimizing of web pages, landing pages, conversion strategies and technical requirements.
- Ability to interpret research to support content strategies and multichannel (or omnichannel) user experience journeys.
- Manage and measure integrated campaigns to include online such as search, affiliate, email, social media, PPC and SEO. Report on results and set organizational KPIs and implement within dashboards using Google Analytics or other analytics packages.
- Social media planning and management to include online content and relevant social media channels.
- Measure and interpret data to include customer profiling and behaviour across customer journey mapping and web traffic data, PPC analytics.
- Identify opportunities and new ideas to boost brand awareness and growth through digital brand communication
- Email marketing experience, with the understanding to nurture relationships with new prospects and existing customers, for retention and upsell/cross sell opportunities and to demonstrate ROI.
- CRM strategy and integration across digital platforms.
- Manage multichannel agencies including Branding, Digital, Display, SEO and PPC.
- Copywriting and brand experience for all channels including web, email marketing and offline.
- Creative experience demonstrated across marketing campaigns for new content.
8. Person Spec: Skills and Experience
- Excellent interpersonal skills as well as verbal and written communication.
- Attention to detail.
- Organisational skills and ability to multitask.
- Project management skills and ability to deliver on time.
- Strong leadership in managing a team.
- Highly motivated, confident, resilient and positive attitude.
- Passion for digital and online media.
- Strategic and creative.
- Energetic team player.
- Analytical mind to analyze data and metrics and translate insight into actionable strategies.
- Thought leader and passionate about digital marketing
Management/Softer Skills
- Excellent project management skills.
- Creative with passion for content across all platforms i.e. website, video, photography and digital media.
- Proven track record in producing user-friendly copy.
- Pride and accuracy in attention to detail – excellent proofreader.
- Not frightened to debate content – be the customer’s voice!
- For an agency role – confidence in engaging with clients.
- Proactive to keep up to date with the company’s products, services and marketing campaigns.
- Keep up to date with all branding processes and guidelines (may be responsible for creating these in some roles).
- Willingness to share knowledge and expertise and guide other colleagues.
- Results focused.
- Excellent project management skills.
- Ability to multitask and stay calm.
- Some roles ask for creativity.
Technical/Specific experience
- Expert understanding of digital media, digital measurements and metrics.
- Understanding of HTML and CSS (not essential for all depending on role seniority).
- Experience of using Content Management Systems (CMS).
- Understanding of Google Analytics or equivalent.
- Understanding of paid, owned and earned media channels, social media and how to use them to drive brand awareness and preference.
The more junior roles specify:
- Advanced Microsoft Word and Excel skills.
- Knowledge of web layout and browser compatibility issues.
- Understanding of SEO.
- Experience of online video.
- Experience of WordPress.
- Understanding of PHP, CSS, JavaScript and Adobe.
- Write copy for banner ads and rich media.
Some of the traditional Marketing Manager roles which are advertising are addressing digital skills in the job specification but not in the title and requesting:
- B2B or B2C ECRM.
- Search Strategy (Organic, PPC, SEO).
- Social Media planning.
- Online digital marketing experience and some focus on e-commerce site experience.
- Ability to understand website requirements for both brand and social media integration.
9. Core competencies
These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include leadership, communication, creativity, project management, financial and problem solving.
10. Professional qualifications and associations
- Degree or equivalent marketing, communication, advertising or business qualification
- Professional qualification i.e. CIM or IDM
- Google Ads certification or the equivalent (for some, but not all)
- Three to five years of online digital marketing experience.
List of Roles
- Analytics Manager
- Content Manager/Content Marketing Manager
- CRM Manager (Incorporating Email Marketing and Marketing Automation)
- Digital Account Manager/Sales Director (Agency Role)
- Digital Director/Head of Digital
- Digital Copywriter Digital
- Marketing Manager or Web Manager
- E-commerce Manager
- Marketing Director
- Marketing Executive
- Marketing Manager
- PPC (Google Ads) Search Manager (or Digital Acquisition Manager)
- Search Manager
- Social Media Manager including Community Manager
- Web Developer/Designer
How can Emarkable help:
- Digital Marketing Team Structuring: Emarkable offers expertise in evaluating options for structuring digital marketing teams, including the establishment of a centre of excellence, and defining roles within larger organizations.
- Employee Development Learning Path: Emarkable provides comprehensive training to help marketers assess their learning requirements, whether they are seasoned professionals or new to their roles. Our resources support annual development or performance reviews between managers and team members, fostering continuous growth throughout the year.
- Recruitment Support: Emarkable offers assistance in the selection and recruitment process for assembling high-performing digital marketing teams.
- Onboarding Assistance: Emarkable facilitates a seamless onboarding process for new recruits, ensuring they integrate smoothly into the team and understand their roles and responsibilities.
- Ongoing Support: Through our Evolve programme, Emarkable collaborates with your company to develop a detailed activity plan aligned with your business strategy. We provide ongoing support to implement the plan, ensuring sustained growth and success.
