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Marketing - Marketing

Senior Digital Marketing Manager

Manager

Independently audited

Creates the demand, the message, and the market position the business sells into. Owns the hardest problems in the area and raises the standard of everyone around them.

Audited package

Built, independently audited role package. Everything on this page is written for this seat.

Your Stack (Swappable)

This role works against whatever tools you already run. We list the tool categories the role operates in, never a named vendor, so you are never asked to replace a system that works.

  • Ad platforms & bid / campaign tooling
  • Web & product analytics
  • Attribution / MMM / incrementality
  • Tag & consent management
  • Experimentation & CRO
  • Email / lifecycle platform
  • Analytics & BI
  • Communication & reach

Deliverables

  • Campaign briefs and copy
  • Content calendar
  • Positioning and messaging docs
  • Performance and attribution reporting

Responsibilities

  • Own the cross-channel digital strategy and channel mix for the programs and budget in the remit - across
  • Own the allocation and reallocation of that budget across channels within a delegated authority, driven by
  • Own the experimentation program - design the tests, holdouts, geo-lifts, and incrementality reads for the
  • Own the measurement, tracking, and attribution methodology the team uses - the attribution model, the
  • Own the optimization of the highest-spend programs - the mix, bid strategy, structure, audiences, creative
  • Set the reusable testing, measurement, attribution, and optimization patterns, templates, and quality bar
  • Mentor and coach digital marketers - raise the bar on their channel work and hand it back with the "why"
  • Advise the Head on the total digital budget, its split, and the strategy above the remit with the efficiency

The essence of this seat

The Senior Digital Marketing Manager is the senior individual contributor of a digital marketing team - a player-coach who owns cross-channel digital strategy and the highest-stakes, highest-spend digital programs, and who sets the testing, measurement, and attribution standards the other digital marketers follow.

Signature move

Start from the business outcome and the efficiency math, not the channel. The first move on any spend or strategy ask is to name the outcome the money buys (pipeline, revenue, CAC, LTV:CAC) and the efficiency it must hit, then work back to the channel mix - not from the channel that looks good in last-click

What good looks like

refuses to reallocate on last-click average ROAS; validates the measurement and

Decision rights

  • - the cross-channel digital strategy and channel mix for the programs and budget in your remit
  • - the allocation and reallocation of that budget within your delegated authority, and the efficiency targets (ROAS / CAC / CPA / MER)
  • - the experimentation design and the standard for a valid, significant result
  • - the measurement, tracking, and attribution methodology the team uses
  • - the optimization calls on the highest-spend programs

What this role does

The Senior Digital Marketing Manager is the senior individual contributor of a digital marketing team - a

player-coach who owns cross-channel digital strategy and the highest-stakes, highest-spend digital

programs, and who sets the testing, measurement, and attribution standards the other digital marketers

follow. The scope is the digital-marketing craft at its highest level applied to the part of the mix that

matters most to the number: the cross-channel strategy and channel mix across paid and owned digital

(paid search, paid social, display / programmatic, SEO and organic, email / lifecycle, video, affiliate,

retargeting); the allocation and reallocation of budget across those channels within a delegated

authority, to an efficiency target (ROAS / CAC / CPA / MER / LTV:CAC); the experimentation program and

the standard for what counts as a valid, significant, incremental result; the measurement, tracking, and

attribution methodology the team decides on; and the optimization of the biggest-spend programs where a

few points of efficiency move real money. On top of doing the craft, this seat carries a multiplier the

Digital Marketing Manager below it does not: it codifies how the team tests, measures, attributes, and

optimizes - the reusable templates, the quality bar, the definition of done - and mentors the digital

marketers so a good one does not re-argue methodology or reinvent the allocation model every quarter. This

Best-fit customer

teams that need marketing output to be consistent, on-message, and measurable

Need more than one role?

Buying the whole team or the complete department lowers your effective cost per role at every tier of the ladder.

See the Marketing teamCompare tiers