Digital Marketing Manager Job Description: Salary, Top Companies, and Future

Digital Marketing Manager Job Description Summary: Digital marketing managers handle campaign strategy, delivery, and performance across channels such as search, social, email, and web. From driving brand visibility to improving user engagement and lead generation, the digital marketing manager role demands both creative insight and analytical precision. 

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In this article, you’ll get a complete breakdown of the digital marketing manager role — from skills and tools to salary insights, job scope, and how to grow in the field.

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Who is a Digital Marketing Manager? Digital Marketing Manager Role

Definition – Digital Marketing Manager: A digital marketing manager leads the planning and execution of a company’s online marketing strategy across platforms like search, social, email, and web. Success in this role depends on knowing how audiences interact online and how to use digital platforms to drive measurable results.

Who does a digital marketing manager report to? While the scope varies by company size, most digital marketing managers report to the Head of Marketing, VP of Marketing, or Chief Marketing Officer (CMO). In smaller teams, they may work directly with the founder or CEO. 

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What Does a Digital Marketing Manager Do?

The digital marketing manager role is not curtailed to running ad campaigns in isolation. It's also about owning a brand's digital impact from start to finish.

To give you a sense of what a typical day might involve, here are some of the core responsibilities digital marketing managers handle regularly:

• Creative Review & Briefing: Developing campaign briefs and reviewing creatives before rollout.
• Performance Marketing Oversight: Managing paid ad efforts across platforms like Google Ads and Meta.
• Cross-functional collaboration: Coordinating with designers, writers, and analysts for campaign execution.
• KPI Monitoring: Tracking metrics such as CTR, CPL, ROAS, and refining campaigns accordingly.
• SEO Alignment: Reviewing organic traffic performance and suggesting blog or landing page updates.
• Email & Automation Handling: Using marketing automation tools to segment users and customize communication.
• Campaign Review Meetings: Leading team discussions to assess what's working and what needs to improve.
• Market Trend Analysis: Staying updated on industry trends, competitor activity, and seasonal shifts.

Also Read: How to Be a Marketing Manager: Key Steps & Skills

Digital Marketing Manager Job Description - Roles and Responsibilities

Why is the digital marketing manager role important? Digital marketing managers are central to how a brand is discovered, engaged with, and remembered across digital platforms. They plan and run online campaigns aimed at increasing visibility, driving engagement, and supporting business growth. Their duties – enhancing brand awareness, driving traffic, and acquiring leads or customers – are too crucial for brand image.

Roles and Responsibilities of a Digital Marketing Manager:

• Develop and Implement Digital Marketing Strategies: Craft comprehensive plans aligned with brand goals, sales objectives, and customer segments.
• Manage Digital Marketing Campaigns: Handle the full cycle of campaigns across search engines, paid ads, email outreach, social platforms, and banner placements.
• Analyze Marketing Metrics: Track KPIs like CTR, CPL, CAC, and ROAS to refine campaign performance and channel efficiency.
• Lead and Collaborate with Teams: Guide content writers, designers, and analysts while coordinating across sales, design, and product functions.
• Budget Management: Own digital marketing budgets and make spending decisions based on ROI projections and past campaign data.
• Stay Updated with Industry Trends: Actively track emerging digital marketing tools, consumer behavior changes, and marketing best practices.
• Optimize Website and User Experience: Work with developers and designers to improve UX, increase time on site, and drive conversions.
• Oversee Content Strategy: Define content goals, plan editorial calendars, and guide asset production to support digital efforts.
• Manage Social Media Presence: Handle platform-specific strategies, monitor engagement, and ensure brand consistency across channels.
• Coordinate with External Partners: Liaise with ad agencies, tech vendors, and freelancers to expand reach and execute complex campaigns.
• Conduct Market Research: Study consumer preferences, run competitive analyses, and identify gaps for targeted digital initiatives.
• Ensure Compliance and Data Protection: Uphold legal standards and privacy policies while handling customer data and ad tracking.
• Manage Special Campaigns and Influencer Initiatives: Plan contests, giveaways, and influencer partnerships to build reach and brand affinity.

➡️ Did you know? According to a 2025 McKinsey study, marketing and sales teams across multiple industries have started using Generative AI to boost productivity. 

Here are the details on what % of respondents in marketing use gen AI:

Please note: As presented in the pie chart, 55% of respondents in Technology, 48% in Advanced Industries, 46% in Consumer Goods and Retail, and 45% in Media and Telecom use generative AI. 

What Skills Do You Need to Be a Digital Marketing Manager?

As a digital marketing manager, you need a blend of execution-level technical skills and decision-making abilities that help you lead teams, manage campaigns, and extract meaning from performance data.

Hard Skills For Digital Marketing Managers

Hard skills help you get the work done, whether it’s campaign setup, analysis, or automation. You’re expected to be hands-on with tools, techniques, and performance metrics that shape a brand’s digital growth.

Key Hard Skills to Excel as a Digital Marketing Manager:

• Search Engine Optimization (SEO): Strong command over on-page, off-page, and technical SEO to improve visibility and organic ranking.
• Search Engine Marketing (SEM): Experience running performance-driven paid campaigns using Google Ads and similar platforms.
• Email Marketing: Skill in building email funnels, running A/B tests, and optimizing for open and conversion rates.
• Social Media Marketing: Deep understanding of channel-specific strategies across platforms like Instagram, LinkedIn, Facebook, and Twitter.
• Conversion Rate Optimization (CRO): Testing landing pages, optimizing funnels, and using data to improve user journeys.
• Content Strategy and Planning: Planning content calendars, aligning assets with funnel stages, and ensuring consistency across channels.
• Basic Web Tech Familiarity: Working knowledge of HTML, CSS, and CMS platforms like WordPress for managing content or fixing formatting issues.
• Budget and Bidding Management: Skill in setting campaign budgets, managing bids, and maximizing ROI from ad spend.
• E-commerce & Abandoned Cart Analysis: For e-commerce brands, knowledge of analyzing drop-off patterns and re-engagement strategies.Soft Skills For Digital Marketing Managers

Digital campaigns are run by people, and leadership, adaptability, and communication are just as important as technical know-how.

Key Soft Skills to Excel as a Digital Marketing Manager:

• Project Management: Juggling deadlines, teams, budgets, and campaign deliverables without losing focus.
• Analytical Thinking: Making sense of numbers, identifying gaps, and iterating strategy based on real-world data.
• Time Management: Prioritizing effectively, especially when handling multiple campaigns or urgent deliverables.
• Creative Thinking: Contributing ideas for campaigns, content hooks, and innovative outreach strategies.
• Leadership and Mentorship: Guiding junior marketers, delegating tasks, and being accountable for team outcomes.
• Interpersonal Communication: Aligning with stakeholders, explaining campaign outcomes, and maintaining internal harmony.
• Problem-Solving: Responding to dips in performance, platform issues, or sudden market changes with agility.
• Written Communication: From email copy to performance summaries, your writing needs to be clear, concise, and goal-focused.
• Decision-Making Under Pressure: Choosing the best course of action when campaigns don’t perform as expected or when they unexpectedly scale.
• Curiosity and Self-Learning: Staying current with trends, experimenting with new tools, and continuously upskilling.

Improve your soft skills as a digital marketing manager with upGrad’s free soft skills courses. Improve your communication and interpersonal skills, and get better at time management. 

What Are the Qualifications and Educational Background of a Digital Marketing Manager?

A digital marketing manager typically holds a bachelor's degree in marketing, communications, business, or a related field. Some professionals advance their expertise with a master's degree or specialized certifications. However, practical experience and a strong portfolio often weigh heavily in this role.

Breakdown of Qualifications and Education:

• Bachelor’s Degree: In marketing, business administration, mass communication, or IT-related disciplines.
• Master’s Degree (Optional): An MBA in marketing or equivalent can support leadership transitions, especially in larger organizations.
• Relevant Coursework: Topics like SEO, analytics, e-commerce, content marketing, web design, and email marketing strengthen your foundation.
• Specialized Certifications: Completing certified programs in digital marketing, content strategy, or campaign management shows employers you're job-ready and up-to-date.
• Internships & Job Training: Many start as marketing interns or digital executives and build upward from on-ground experience.
• Portfolio of Work: A showcase of live campaigns, case studies, and tracked metrics is often more convincing than a degree alone.
• Specializations: Some professionals focus on content strategy, paid ads, or analytics based on their career goals and company needs.

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Software and Tools That Digital Marketing Managers Use

Digital marketing managers rely on a suite of specialized software tools to execute and analyse campaigns effectively. These tools are designed to enhance productivity, streamline processes, and provide valuable insights.​

Key Software Tools Utilized by Digital Marketing Managers:

• Customer Relationship Management (CRM) Systems: Platforms like Salesforce and Zoho CRM help manage customer data, track interactions, and improve customer relationships.​
• Email Marketing Platforms: Tools such as Mailchimp and SendinBlue enable the creation, automation, and analysis of email campaigns.​
• Social Media Management Tools: Applications like Hootsuite and Buffer allow for scheduling posts, monitoring engagement, and analyzing social media performance.​
• Search Engine Optimization (SEO) Tools: Software like SEMrush and Ahrefs assist in keyword research, backlink analysis, and tracking search engine rankings.​
• Content Management Systems (CMS): Platforms such as WordPress and Drupal support the creation and management of digital content.​
• Analytics and Data Visualization Tools: Google Analytics and Tableau provide insights into website traffic and campaign performance, aiding data-driven decision-making.​
• Marketing Automation Platforms: Solutions like HubSpot and Marketo automate repetitive tasks, segment audiences, and nurture leads through the sales funnel.​
• Project Management Software: Tools such as Asana and Trello help in planning, executing, and monitoring marketing projects efficiently.

What Types of Campaigns Do Digital Marketing Managers Oversee?

A digital marketing manager doesn’t work on a single campaign type. They run multiple formats in parallel, each with its own objective, audience, and success metric. From boosting visibility to driving conversions, every campaign they lead is tied to measurable outcomes.

Core Campaigns That Are a Part of a Digital Marketing Manager Job Profile: 

• Social Media Campaigns: Focused on building brand awareness and engagement through organic posts, influencer tie-ups, reels, and paid promotions across platforms like Instagram, LinkedIn, and Facebook.
• Content Marketing Campaigns: Includes blogs, guides, videos, and webinars designed to inform, educate, or entertain while guiding users down the funnel.
• Email Marketing Campaigns: Used for nurturing leads, re-engaging inactive users, and delivering personalized content to segmented lists.
• SEO Campaigns: Structured around content optimization, keyword targeting, link-building, and improving website authority to rank higher in search engines.
• PPC and Paid Advertising Campaigns: Budget-driven ad formats like Google Ads and social ads aimed at generating leads or direct conversions.
• Influencer Marketing Campaigns: Collaborations with creators who align with the brand's audience to promote offers, launches, or brand stories.
• Product or Feature Launch Campaigns: Timed campaigns around new offerings, combining landing pages, content drops, ads, and emails.
• Remarketing Campaigns: Target users who’ve interacted with the brand but haven’t converted yet, using retargeted ads and automated email flows.

What Are the Types of Digital Marketing Managers?

Not every digital marketing manager does the same job. The title may be the same, but the responsibilities change depending on the company’s size, team structure, and business goals.

Most common types of digital marketing managers across the industry:

• SEO Marketing Manager: Leads all efforts around search visibility, technical optimization, and content alignment for organic traffic growth.
• Performance Marketing Manager: Owns paid acquisition across search, display, and social ads — tracking spend, conversions, and return.
• Content Marketing Manager: Oversees strategy, production, and distribution of blogs, videos, whitepapers, and other long-form content.
• Email and Lifecycle Marketing Manager: Manages user segmentation, drip campaigns, and automations to nurture leads and improve retention.
• Social and Community Marketing Manager: Focuses on brand voice, engagement, influencer collaborations, and platform-specific campaigns.
• Integrated Digital Marketing Manager: Aligns messaging across all digital channels to deliver a cohesive user experience and brand narrative.

Also Read: Top 10 Digital Marketing Jobs in India You Must Know

How Much Does a Digital Marketing Manager in India Make? Salary Insights in 2025

Average Annual Salary of Digital Marketing Manager in India in 2025: INR 11.7L

Understanding the potential salary range can help you set realistic career expectations and negotiate better compensation packages. And the most important thing to know is that salaries for digital marketing managers vary based on experience, industry, and location. Let’s explore all variations in detail.

Digital Marketing Manager Salary by Experience

Here’s a simplified breakdown of a digital marketing manager’s salary by experience:

Source: AmbitionBox

Digital Marketing Manager Salary by Industry 

Explore the salaries of digital marketing managers by industry:

Source: AmbitionBox

Digital Marketing Manager Salary by Geography

Here’s a simplified breakdown of a digital marketing manager’s salary in different parts of India:

Source: AmbitionBox

Digital Marketing Manager Salary in India vs The World 

Check out the salaries of digital marketing managers in India and how they compare to salaries in the US, UK, Germany, Canada, and Australia. 

*Please Note: The global salaries for digital marketing managers can vary based on fluctuations in the currency conversion charges in real time. 

Source: Glassdoor, AmbitionBox

How to Become a Digital Marketing Manager? Step-by-Step Guide

You don’t land this role by accident. Becoming a digital marketing manager requires targeted learning, real-world practice, and visible outcomes that prove you can drive results.

Step-by-step guidance for breaking into the digital marketing manager role:

• Step 1 – Start with a Relevant Degree: A background in marketing, business, communication, or related fields gives you a strong foundation.
• Step 2 – Learn Core Digital Marketing Skills: Build hands-on expertise in SEO, SEM, social media, content strategy, and email marketing through short-term courses or certifications.
• Step 3 – Work on Real Projects: Whether it's freelance gigs, internships, or personal blogs, use digital marketing projects to showcase your skills in action.
• Step 4 – Build Tool Proficiency: Get comfortable with CRMs, CMS platforms, ad managers, email automation, and analytics dashboards — these are daily-use tools in the role.
• Step 5 – Create a Public Portfolio: Display your work through a website, LinkedIn content, or a case study deck that highlights results you’ve driven.
• Step 6 – Gain Industry Experience: Entry-level roles like digital executive or marketing associate help you understand campaign execution and collaboration.
• Step 7 – Earn Relevant Certifications: Add credibility with certifications from trusted institutions that cover campaign strategy, tools, and analytics.
• Step 8 – Develop Team & Project Skills: Learn how to manage timelines, delegate tasks, and lead discussions — essential for stepping into a managerial role.
• Step 9 – Apply for Mid-Level Roles Strategically: Look for roles that allow ownership of campaigns, budgets, or platforms to build decision-making experience.

Which Companies Hire Digital Marketing Managers in India? Top Organizations to Explore

Digital marketing managers are in demand across various industries in India, from tech giants to emerging startups. These roles are pivotal in shaping a company's online presence and driving digital growth.

Prominent companies that actively hire digital marketing managers in India:​

Source: Glassdoor

Future Job Outlook for Digital Marketing Managers: Growth in India and Worldwide

➡️ Guess what? There’s good news on the job front – ​According to the US Bureau of Labor Statistics, approximately 36,600 openings for advertising, promotions, and marketing managers are projected each year, on average, between 2023 and 2033. So, if you have the right skills, there’s no shortage of opportunities for you in the near future, making your job future-proof!

As more businesses shift budgets to digital, they are actively looking for marketing managers who understand platforms and know how to use new tools to improve results.  

Trends and technologies shaping future demand for digital marketing manager role:

• Rise of Generative AI in Content: Managers who can direct and scale AI-generated campaigns across copy, design, and video will be highly valued.
• Voice and Visual Search Optimization: With more users searching via voice and image, marketers must plan beyond text-based SEO.
• Hyper-Personalization at Scale: Expectation to deliver tailored user experiences using behavioural data and automation will grow across industries.
• Focus on Privacy-Centric Marketing: Cookie deprecation and evolving data laws mean managers will need to adopt compliant but effective targeting strategies.
• Growth in Regional and Vernacular Content: India’s next wave of digital users is coming from Tier 2 and Tier 3 cities — this shift is pushing demand for multilingual campaign leadership.
• Cross-Platform Attribution Skills: As customer journeys stretch across touchpoints, managers must master how to connect the dots between organic, paid, social, and offline signals.

Conclusion

Digital marketing management isn’t a checklist role, it’s a thinking role. It rewards those who can balance creativity with performance, make quick decisions with limited data, and adapt to platforms that may look different every quarter. What makes the digital marketing manager role exciting is that it’s never done. Every campaign teaches you something new. Every audience shift forces a rethink. That’s where the real growth happens.

If you're aiming to lead in this field — not just execute — start by sharpening your fundamentals and working with real tools. upGrad’s digital marketing courses are designed for working professionals and aspiring managers who want to build skills that actually show up in interviews, portfolios, and performance reviews. 

If you're still figuring out your direction, you can book a free career counselling call with upGrad’s experts to get honest guidance on how to move forward, based on where you are now.

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