- Project/Campaign Management from Creative Production to Post Campaign Results
- Partner Interfacing
- Analytics and Data Insighting
- Strtategy Creation based on data-led Insights

Setting up, managing, and optimizing campaigns to display ads and retarget them across verticals, such as SEM, display advertising, social media, affiliate marketing, content discovery platforms, direct channels etc. Here’s a list of tasks to apply these skills to:

Source and implement the most effective messaging measure sales performance and optimize campaigns based on them.
Tweak your strategies by evaluating the Key Performance Indicators (KPIs) of all existing marketing channels to determine and make necessary adjustments to optimize marketing effectiveness.
Understand your products inside out. Research competitors and their strategies to find the gaps in the industry and accordingly set up marketing and advertising goals for the brand.
Manage ad placements, target the relevant interests and topics and use Google’s in-market audiences for search ads with comms team
Use multi-touch attribution to track touchpoints across the funnel, which will help maximize Pay-Per-Click (PPC) campaign effectiveness.
Develop hypotheses and perform A/B (or multivariate) testing to recommend optimizations
Leverage customer insights to better segment, target and reach potential customers
Explore new marketing opportunities such as social media channels, apps, ad formats, etc.
Set acquisition and growth targets for marketing teams spread across offline and online channels such as social, search, paid search, mobile, display, etc.
Allocate and modify budgets for efficient spending
Tweak strategies and budgets based on current performance to maximize ROI
Direct and manage agency performance on various channels to achieve goals and ROI targets
Scope out and identify new platforms, tools and systems to improve performance
Identify pain points to creatively improve non-performing areas

N/A

As mentioned in responsibility Scoping

College Graduate

Project Management
Analytics and database tools such as Excel, Google Analytics, Tableau, Marketo, etc. and performance marketing platforms, such as Social Animal, HubSpot, GetSocial, BuzzSumo
Knowledge and prior usage of tools like Facebook Ad Manager, AdWords, Taboola, Outbrain
Exposure to data visualization and reporting tools, such as Tableau, is a plus
Keeping abreast of emerging technologies and developments in the digital industry
Experience with Google Adwords is a bonus

1. Analytical Skills
The role of a Digital Marketing Manager involves quite a few analytical functions, such as estimation and allocation of budgets, targeting and segmentation, evaluation of the performance of each channel, and forecasting the performance of campaigns.

Strong analytical skills and a data-driven approach to problem-solving is a must for this role. The Digital Marketing Manager needs to adopt a methodical approach while analyzing statistics and should be able to glean insights to make campaign recommendations.

An analytical mindset will also help collect and examine consumer insights to help develop creative marketing acquisition tactics. The ability to understand and monitor web analytics dashboards and reporting tools is expected as these tools will help him maintain and monitor reports, budgets, campaign performance, ROI, and channel metrics.

2. Strategic Skills
The Digital Marketing Manager position involves responsibility for the strategic direction of various marketing channels. This includes:

Setting up, managing, and optimizing campaigns to display ads and retarget them across verticals, such as SEM, display advertising, social media, affiliate marketing, content discovery platforms, direct channels etc. Here’s a list of tasks to apply these skills to:

Source and implement the most effective messaging measure sales performance and optimize campaigns based on them.
Tweak your strategies by evaluating the Key Performance Indicators (KPIs) of all existing marketing channels to determine and make necessary adjustments to optimize marketing effectiveness.
Understand your products inside out. Research competitors and their strategies to find the gaps in the industry and accordingly set up marketing and advertising goals for the brand.
Manage ad placements, target the relevant interests and topics and use Google’s in-market audiences for search ads with comms team
Use multi-touch attribution to track touchpoints across the funnel, which will help maximize Pay-Per-Click (PPC) campaign effectiveness.
Develop hypotheses and perform A/B (or multivariate) testing to recommend optimizations
Leverage customer insights to better segment, target and reach potential customers
Explore new marketing opportunities such as social media channels, apps, ad formats, etc.

3. Decision-Making Skills
A successful Digital Marketing Manager is an independent decision maker. She should be resourceful and demonstrate a thorough understanding of key performance metrics on various channels. Being highly driven with quick decision-making skills will help orchestrate and execute large campaigns.

Here are some pointers to remember:

Set acquisition and growth targets for marketing teams spread across offline and online channels such as social, search, paid search, mobile, display, etc.
Allocate and modify budgets for efficient spending
Tweak strategies and budgets based on current performance to maximize ROI
Direct and manage agency performance on various channels to achieve goals and ROI targets
Scope out and identify new platforms, tools and systems to improve performance
Identify pain points to creatively improve non-performing areas

4. Technical Skills
Performance marketing can be mastered only through practical experience and exposure to various levels of campaigns with multiple ad platforms. A performance marketing manager should master the following:

Analytics and database tools such as Excel, Google Analytics, Tableau, Marketo, etc. and performance marketing platforms, such as Social Animal, HubSpot, GetSocial, BuzzSumo
Knowledge and prior usage of tools like Facebook Ad Manager, AdWords, Taboola, Outbrain
Exposure to data visualization and reporting tools, such as Tableau, is a plus
Keeping abreast of emerging technologies and developments in the digital industry
Experience with Google Adwords is a bonus

5. Collaborative Skills
The Digital Marketing Manager has to communicate and collaborate effectively across teams and various levels of the organization. She must especially work closely with the concerned teams to set goals, report to senior management for campaign status, collaborate with the design team to produce channel-appropriate campaign briefs and creative assets. She also needs to coordinate with vendors for online paid channels.

Final Takeaways
Having good communication skills (both verbal and written) is a mandate. This being a team-player role, a Digital Marketing Manager is expected to chart out goals and contribute towards goal achievement.

Apart from the above skills, a Digital Marketing Manager should be able to juggle between multiple projects, have the ability to prioritize, meet deadlines and be adaptable and focused.