How to become a digital marketing manager? Essential skills, certifications, and strategies for success

Digital marketing management is an excellent career option for creative thinkers eager to be at the forefront of their industry.

With the decline of print advertising, digital marketing channels have become essential for reaching and retaining customers. Digital marketing specialists assist businesses in maximizing the potential of these impactful channels.

This guide provides a comprehensive overview of becoming a digital marketing manager. Learn about the responsibilities of these managers, the job outlook in the field, and the steps needed to pursue this career.

What does a digital marketing manager do?

Role and responsibilities

Digital marketing managers are responsible for developing and overseeing electronic media marketing strategies for their employers or clients. This includes managing channels such as email, social media, blogs, websites, and SMS. They often lead teams of experts in various areas, including search engine optimization (SEO), search engine marketing (SEM), content creation, email marketing, pay-per-click advertising (PPC), and influencer marketing.

Work environment

Digital marketing managers may work for individual companies, gaining a deep understanding of customer needs within specific industries. Alternatively, they may be employed by marketing and advertising agencies that cater to multiple clients across different sectors. Prominent marketing firms such as Accenture and Deloitte Digital, as well as digital marketing pioneers like Razorfish, hire digital marketing managers.

Careers in marketing increasingly offer remote work options, especially within the tech industry and among businesses that primarily operate online. According to the 2023 CMO Survey, around 40% of respondents indicated that their teams worked entirely from home, while 57% reported working remotely at least part of the time. This flexibility allows many digital marketing specialists to accept positions from anywhere without the need to relocate.

Salary and job outlook for digital marketing managers

Digital marketing managers belong to a rapidly expanding and innovative field. According to Expert Market Research, the global value of the digital marketing industry was estimated at $363.05 billion in 2023 and is expected to reach $1.1 trillion by 2032.

The COVID-19 pandemic accelerated the shift to digital channels in marketing and led to increased overall marketing budgets. Although these budgets have returned to pre-2020 levels as the pandemic has subsided, the ongoing digitization of daily life continues to drive more commerce activities online. The 2023 CMO Survey indicates that, on average, digital marketing efforts account for about 54% of companies’ marketing budgets, making this an opportune time to pursue a career in digital marketing.

The U.S. Bureau of Labor Statistics (BLS) reports a median salary of $157,620 for all marketing managers in 2023, which includes digital marketing managers as well as those in other marketing specialties. The BLS also projects a 7% job growth rate for these professionals from 2022 to 2032, which is double the national average.

According to Payscale data from April 2024, the average annual salary for digital marketing managers is approximately $74,300. However, as marketing professionals gain experience and advance in their careers, their job titles and earning potential often increase. For example, a director of digital marketing earns around $112,000 per year, while marketing vice presidents average nearly $154,000 annually.

How to become a digital marketing manager

Explore courses or a degree in digital marketing

If you're considering a career in digital marketing, it's essential to begin with foundational studies to enhance your skills and understanding of the field. Your learning approach should align with your background and personal strengths.

For instance, a recent high school graduate might opt for a traditional bachelor’s degree in marketing or business. Conversely, someone transitioning from a different career might choose to enhance their existing degree with a digital marketing bootcamp or enroll in a short certificate program offered by institutions such as UCLA or Oregon State University. Even without a relevant degree, you can acquire valuable job skills through bootcamps, certificate programs, and low-cost or free online courses. For those needing more flexible schedules, pursuing an online digital marketing degree is also an option.

Investigate certifications

Certifications and certificates are often confused, but they serve different purposes. Certificates are awarded by academic institutions, while certifications come from industry leaders, businesses, and professional organizations. Obtaining a certification typically involves completing coursework, passing exams, and having relevant educational or professional experience.

Earning a certification can help you demonstrate the skills and knowledge that employers value. Many digital marketing certifications focus on crucial industry tools, software, and practices such as SEO and PPC marketing. Notable providers of digital marketing certifications include the American Marketing Association, HubSpot, Google, and Meta.

Create a digital marketing portfolio

A well-crafted portfolio can set you apart from other candidates with similar backgrounds. Consider your portfolio as a way to market yourself effectively.

A digital marketing portfolio usually consists of several key elements:

• An "About" section that conveys your personality and outlines your experience and qualifications
• Samples of your work that showcase your best campaigns and highlight your strengths
• Contact details, including your email, phone number, and relevant social media profiles
• Your résumé

Some professionals may also include blogs, client testimonials, and a list of their rates and services.

Expand your network

Networking is one of the most powerful strategies for job searching. According to a 2022 report by Aptitude Research, 54% of new hires secured their positions through employee referrals. If you're a student, your classmates can be one of your initial networking resources, along with professors and internships.

As you work towards your career goals, connect with potential allies and mentors by attending marketing-related events and conferences. Additionally, follow industry leaders, companies, and professionals you admire on social media. It’s important to maintain your network even when you're not actively seeking a job.