Digital Marketing job descriptions and roles -Search 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 Search Manager
The Search Manager is responsible for developing and implementing a search marketing strategy for the company. The role is focused on gaining quality visitors to desktop and mobile sites. Typically, this role can include both Pay Per Click search marketing and SEO.
Since we have a separate job description for PPC, this description focuses more on SEO. Success will be derived by improving performance and ROI for lead acquisition and conversion.
The focus of search could be search engine optimization across the website, display advertising and paid search (Google Ads, Yahoo, Bing, Facebook, LinkedIn etc). The search strategy may include linked strategies to drive traffic or raise brand awareness.
The Search Manager will heavily rely on interpreting customer insight, and using key tools to understand how to optimize channels, such as using keyword tools and competitor research.
1. Role:
The variation on the job titles includes some overlap with PPC roles, i.e. PPC Search Manager, Search and Social Manager and Paid Search Manager. Deputy Search Manager, Head of Search (SEO), SEO Manager, Head of SEO, SEO Account Manager, SEO Account Director and Web and Social Media Manager
2. Junior roles within the team
The more junior roles include Search Planner, Search Executive roles, Senior SEO Executive, SEO Consultant, SEO Strategist. Social Media Developer and Social Media Analyst.
3. Location
4. Industry sector
5. Client/agency side
6. Summary/scope of role
7. Main duties/areas of responsibility
- Plan, manage and implement the search programme with in-house teams and external agencies for customer search and conversion strategies.
- Identify and plan a keyword strategy for appropriate campaigns.
- Plan and implement SEO and PPC plans, with defined targets using customer insight and analytics data.
- Responsible for improving the website to maximize technical SEO and internal link architecture.
- Responsible for improving on-page optimization through working with copywriters and editors in the organization.
- Responsible for influencer outreach and PR to improve backlink profile.
- Agency roles ask for experience in conducting client audits and the ability to liaise with clients, prepare pitches, presentations and awareness of client business targets and goals.
- Coordinate research programmes for market benchmarking and competitive analysis.
- Responsible for SEO budget and defining measurement of ROI, along with KPIs and relevant metrics.
- Track and analyze performance campaign data from digital campaigns, and use insight to improve PPC quality scores and digital marketing targets.
- Incorporate testing into Search and Display campaigns such as ad copy testing, landing page testing, day-part targeting, keyword expansion etc.
- Manage an SEO team.
- Work closely with internal departments responsible for content management and other social media campaigns, to formulate an integrated marketing strategy.
- Some roles require management and training of junior members.
- Plan and Implement social media programs for engaging, nurturing, and growing fans and followers.
- Leading the development and implementation of specific Facebook, Twitter, Pinterest, Instagram and YouTube campaigns. (some roles specify this and others are more general around Social Media platforms.
8. Person Spec: Skills and Experience
Management/Softer Skills
- Attention to detail.
- Present reports and findings to key stakeholders.
- Comfortable with manipulating complex data sets.
- Commitment to meeting deadline dates.
- Strong client facing skills.
- Excellent communication skills.
- Passion for innovation and change.
- Passion and keep up to date with best in class in digital marketing.
Technical/Specific experience
- Technical SEO Experience governing site indexing via robots and crawlers, on-page and off-page optimization SEO ranking factors.
- Knowledge and experience of using campaign management tools (SEOmoz, MajesticSEO, DoubleClick Dart, Kenshoo, GA, Ominiture, Google Insights).
- Experience of bid management software.
- Manage an Ads budget.
- Experience of Adops or other form of third-party adserving system.
- Experience of working with/in a digital/interactive agency and working on large budgets.
- SEO Experience (some specific to agency) (PPC, GA).
- Knowledge of search ranking factors.
- Knowledge of developments in the Search and Display market.
- Setup and improve PPC accounts (for some roles).
- Some roles ask for technical knowledge of SEO in on page code, on page content and link building.
- Technical and analytical skills in forecasting, analytics and reporting and ability to translate into actionable campaigns.
- Understand different media channels and planning/buying of social media.
- Excellent copywriting skills (for some roles).
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
- Three to five years’ experience in Search Manager role (PPC, SEO experience for senior roles)
- Two to three years’ experience for more junior roles in search activity or working on digital display media.
- Google Ads or Google Analytics Individual qualification desirable.
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.
