Role Blueprint: Digital Marketing Manager
So, you’ve got people handling your content, your social media, and maybe even your ads. But who’s the conductor of the orchestra? Who is making sure all these different instruments are playing in harmony to create a masterpiece, not just a chaotic noise?
That’s the job of the Digital Marketing Manager.
This isn’t just another specialist. This is your marketing leader, your “full stack” strategist who understands how all the pieces—SEO, content, ads, social, email—fit together to achieve the one thing that matters: profitable growth. They own the entire marketing funnel and are singularly focused on delivering measurable business results.
Hiring a true Digital Marketing Manager is how you graduate from doing “random acts of marketing” to executing a cohesive, data-driven growth strategy.
1. The Job Description (The Mission, Not Just the Tasks)
Role: Digital Marketing Manager
Mission: To architect, execute, and lead a cohesive, multi-channel digital marketing strategy that drives brand awareness, customer acquisition, and measurable revenue growth. Your mission is to own the performance of the entire marketing funnel, from the first website visit to the final sale, ensuring all marketing activities work together to achieve our core business objectives.
Key Responsibilities:
As the leader of the marketing function, you will be responsible for the strategic oversight and management of all digital channels. You will:
- Develop Overarching Marketing Strategy: Design and own the integrated digital marketing roadmap, setting clear goals, defining budgets, and ensuring alignment with the company’s growth targets.
- Oversee SEO & Content Marketing: Lead the content strategy to drive organic traffic and establish thought leadership, guiding keyword research, content production, and link-building efforts.
- Manage Paid Advertising Campaigns: Direct the strategy for all paid media across search (Google, Bing) and social (Meta, LinkedIn), focusing on maximising Return on Ad Spend (ROAS) and minimising Customer Acquisition Cost (CAC).
- Direct Social Media & Community Engagement: Guide the brand’s voice and strategy on social media, ensuring it effectively builds community, engages the target audience, and supports broader marketing campaigns.
- Manage Email Marketing & Automation: Own the email marketing strategy, from lead nurturing sequences to customer retention campaigns, leveraging automation to improve efficiency and personalisation.
- Own the Marketing Budget & ROI: Take full responsibility for the marketing budget, allocating resources effectively and rigorously reporting on the ROI of all marketing initiatives.
- Analyse Full-Funnel Performance: Use Google Analytics 4 and other tools to analyse performance across the entire customer journey, identifying bottlenecks and opportunities for optimisation.
- Lead & Mentor the Marketing Team: Manage, mentor, and guide junior marketing specialists (e.g., Content Writers, Social Media Managers), fostering a high-performance, data-driven culture.
2. Skills & Experience (The “Must-Haves” vs. “Nice-to-Haves”)
Hard Skills (The Non-Negotiables):
- Digital Marketing Strategy: You can build a comprehensive, multi-channel marketing plan from scratch.
- Broad Channel Expertise: You have hands-on experience and strategic knowledge across SEO, Content Marketing, Paid Advertising (Google & Meta), Social Media Marketing, and Email Automation.
- Advanced Data Analysis (GA4): You are an expert at navigating Google Analytics 4 to analyse full-funnel performance and generate actionable insights.
- Budget Management & Financial Acumen: You can confidently manage a marketing budget and articulate performance in terms of ROI, CAC, and LTV.
- Advanced AI Tools Proficiency: You have a strategic understanding of how to deploy a suite of AI tools across the marketing function to improve team productivity, from content creation (Jasper) to ad copy optimisation (Anyword) and data analysis. This is essential.
- Team Leadership & Management: You have experience managing direct reports or leading project teams.
- Marketing Automation: Proficiency with platforms like HubSpot, Klaviyo, or similar.
Soft Skills (The Game Changers):
- Strategic Thinking: You see the big picture and can connect marketing activities to high-level business goals. This is paramount.
- Leadership & Mentorship: You can inspire and develop a team to do their best work.
- Strong Project Management: You can manage complex, multi-channel campaigns and keep everyone on track.
- Highly Analytical: You live by the mantra, “If you can’t measure it, you can’t manage it.”
- Excellent Communication: You can clearly articulate strategy, results, and insights to the CEO and other stakeholders.
Experience:
- Required: 7+ years of broad experience in digital marketing, with at least 3 years in a management or strategic lead capacity.
- Required: A portfolio or case studies demonstrating your experience in developing and executing multi-channel marketing strategies that resulted in measurable revenue growth. Be prepared to talk numbers.
- Nice to Have: Experience in a similar industry or business model (e.g., B2B SaaS, E-commerce).
3. Remuneration Structure (The Complete Picture)
As a key leadership role responsible for the company’s growth, the compensation package must reflect this level of strategic importance and expertise.
- Base Salary Range (Monthly):
- 110,000+ Philippine Pesos (PHP)
- $36,000+ Australian Dollars (AUD)
- This is paid monthly bi-monthly on the 15th & 30th of the month and is dependent on the candidate’s track record of managing teams and driving revenue.
- The Aussie SMB Guide to Filipino Remuneration: (Assuming locally employed vs a contractor)
- 13th Month Pay: This is a legally mandated bonus in the Philippines, equivalent to one month’s salary, paid in December. You must budget for this.
- Health Insurance (HMO): Providing private health insurance is the #1 most sought-after benefit and a key differentiator for being an employer of choice. Budget approx. ₱25,000 – ₱40,000 per year for a quality plan.
- Contributions: The employer is also responsible for contributions to SSS (Social Security), PhilHealth (National Health Insurance), and Pag-IBIG (Home Development Fund).
- Fully Loaded Cost: As a rule of thumb, you should budget an additional 15-20% on top of the base salary to cover the 13th-month pay, benefits, and government contributions.
4. Reporting Structure (Who Answers to Whom)
- Direct Manager: This role reports directly to the Business Owner/CEO.
- Direct Reports: This role manages the entire marketing team, which may include a Content Specialist, Social Media Manager, Paid Ads Specialist, and/or freelancers.
- Key Collaborators:
- Works as a strategic partner to the Head of Sales to ensure alignment between marketing and sales funnels.
- Collaborates with Customer Service and Operations to understand the full customer experience.
5. Success Measurement (How We Keep Score)
Success for this role is tied directly to high-level business growth metrics, not just individual channel performance.
- Primary KPI – Revenue Growth: Achieve a 30% increase in marketing-generated revenue year-on-year.
- Primary KPI – Customer Acquisition: Decrease the overall blended Customer Acquisition Cost (CAC) by 15% while increasing total new customers.
- Secondary KPI – Lead Generation: Increase the total number of Marketing Qualified Leads (MQLs) by 40% year-on-year.
- Secondary KPI – Funnel Health: Improve the overall website lead-to-customer conversion rate from 2% to 3%.
6. Onboarding (The First 90-Day Flight Plan)
- First 30 Days (Full Funnel Audit):
- Conduct a comprehensive audit of every marketing channel, tool, and process.
- Meet with the leaders of Sales, Customer Service, and Operations to understand the entire customer journey.
- Present a detailed SWOT analysis of the current marketing function to the CEO.
- First 60 Days (Strategic Plan & Quick Wins):
- Develop and present an integrated 12-month digital marketing strategy, complete with channel goals, budget, and resource plan.
- Begin implementing high-priority “quick wins” identified during the audit to improve immediate performance.
- First 90 Days (Execution & Team Alignment):
- Begin rolling out the new marketing strategy.
- Establish a master marketing KPI dashboard and a clear reporting cadence for the leadership team.
- Implement a new operational rhythm (e.g., weekly WIPs, monthly reviews) for the marketing team.
7. Processes (How We Do Things ‘Round Here)
- Integrated Campaign Planning Process: A master process for planning and launching multi-channel campaigns, ensuring all team members and channels are aligned.
- Marketing Budgeting & Reporting Cadence: A formal process for quarterly budget allocation and monthly ROI reporting to leadership.
- Team Management System: A clear structure for weekly team WIPs, 1-on-1s, and monthly performance reviews to ensure the team is focused and effective.
8. Tools & SaaS Stack (The Tools of the Trade)
- Analytics & CRM: Google Analytics 4, HubSpot
- Project Management: Asana
- Channel-Specific Tools: Ahrefs (SEO), Google/Meta Ads Managers (Paid), Buffer (Social), Klaviyo (Email)
- Communication: Slack & Google Workspace
