Digital Marketing job descriptions and roles – Marketing Manager

Job description for Marketing Manager

The Marketing Manager is responsible for controlling the communications between an organization and its customers with the aim of acquiring and retaining customers. They manage internal teams in order to construct promotional messages and publish media across multiple channels.

In larger businesses where there is a more senior marketing role like Head of Marketing or CMO, who will own higher-level strategic responsibilities typically including marketing strategy, brand or people and operations management including measurement, reporting, insight and marketing technology.

In smaller businesses, these strategic activities need to be managed as well, but marketing managers will be more involved on a ‘hands-on’ basis in planning and briefing campaigns and working with agencies and colleagues on creative activities and media buying.

They work with many different forms of media, from newspapers and billboards to digital advertising and social platforms. Depending on the size of your organization, they may specialize in and manage one or all of these channels.

The traditional Marketing Manager role has shifted to include digital skills in many organizations who recognize the importance of these channels. In larger organisations, digital marketing requires additional focus, so many companies are recruiting for this key role with the specific responsibility of managing digital marketing.

1. Role:

The variation on the job titles, depending on specialization, include: Head of Marketing, Senior Marketing Manager, Marketing Campaign Manager, Offline Marketing Manager, B2B Marketing Manager, Customer Marketing Manager, Channel Marketing Manager, Strategic Marketing Manager, Brand Manager, Product Marketing Manager. Clear Agency roles include Marketing Account Manager, Creative Marketing Manager.

In the United States and increasingly elsewhere, senior roles are the Chief Marketing Office (CMO) and Vice President of Marketing, these are covered under the next role, Marketing Director.

2. Junior roles within the team

The more junior roles are advertised as: (Senior) Marketing Executive, (Junior) Project Manager, Marketing Assistant and Marketing Associate.

Some of the titles, however, can be misleading as some salaries and the scope of their responsibilities reflect a management role.

3. Location

4. Industry sector

5. Client/agency side

6. Summary/scope of role

7. Main duties/areas of responsibility

• Develop and implement marketing communications strategies and plans for customer acquisition and retention in line with marketing and business objectives and existing audience segments.
• Create growth plans based on increasing penetration of existing markets and innovation in markets and products (alongside other senior managers)
• Budget planning and management.
• Brand management including brand values, brand identity, storytelling and governance.
• Improve brand perception using the creation of compelling client case studies and award entries.
• Manage all marketing activity, ensuring key activity is effectively prioritized.
• Plan and manage marketing campaigns and ‘always-on’ continuous lifecycle marketing activities such as lead nurturing and retargeting programmes to build brand awareness, generate leads and convert to sales
• Work closely with internal teams to support commercial and business development initiatives.
• Plan and manage internal and external events.
• Lead on content marketing strategy, content marketing, influencer relationship management activity and managing external resources to deliver and disseminate high-quality, relevant content.
• Regular reporting and evaluation, using insights to continually review and optimize key marketing activity and spend.
• Management of social media channels and paid social campaigns.
• Management and optimization of PPC campaigns, managing external resource where required.
• Management of marketing automation workflows and email campaigns.
• Line management responsibility of junior marketing employee/s.

8. Person Spec: Skills and Experience

Management/Softer Skills

• Excellent interpersonal skills, verbal and written communication.
• Attention to detail.
• Organizational skills and ability to multi-task.
• Project management skills and ability to prioritize and deliver on time.
• Strong leadership in managing a team and stakeholder expectations.
• Highly motivated, confident, resilient and positive attitude.
• Strategic and creative.
• Energetic team player.
• Creative and proactive thought leader

Technical/Specific experience

• Experience in a managerial marketing role.
• Experience of working in a fast-paced environment.
• Demonstrable experience of working closely with and influencing senior stakeholders.
• Strong project management and organizational skills.
• Strong track record of developing and implementing successful marketing strategies and plans.
• Experience of planning and managing events.
• Social media strategy and management experience.
• Marketing technology including, analytics, automation and CRM experience.
• Content marketing and copywriting experience.
• Digital marketing experience (PPC, SEO).
• Experience managing people.

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. Chartered Institute of Marketing, American Marketing Association or Institute of Direct and Digital Marketing (for some, but not all).
• Google Ads Certification or the equivalent (for some, but not all).
• Three to five years’ marketing experience.