The digital marketing manager is a high-demand role — in part, due to the continuing talent shortage across the U.S. The impact of digital marketing on a company’s success has only grown in recent years — even more so since the pandemic shifted previously in-person marketing efforts to the digital world.
About the Digital Marketing Manager Role
This position must understand and orchestrate multi-channel digital marketing efforts into effective campaigns. Job responsibilities for a digital marketing manager include knowledge and experience across digital content, data analysis, SEO (search engine optimization) and SEM (search engine marketing), market listening, basic design, mobile marketing, customer relationship management, email marketing, social media marketing, paid social, search and display advertising, an eye for trends and insights, and an understanding of the user experience.
In addition to technical marketing skills, the role includes strategy development, team-building, team management, cross-departmental coordination, budgeting and expense management.
Successful digital marketing programs drive a company's market visibility and sales through expanded company and product awareness in the target market and lead generation. This is frequently related to content marketing efforts designed to pull prospects through the sales funnel until they can be “marketing qualified” and given to sales or until prospects purchase directly online.
Compensation Comparisons and Explanations
In the Washington, D.C., metro area, LaborIQ® recommends a median annual base salary of $102,563 to competitively attract and retain a digital marketing manager with two to four years of experience and a bachelor’s degree. As in other locations, this role faces a talent shortage. In the linked downloadable compensation report, the recommended competitive salary is higher than the current $98,235 median salary, which falls near the lower end of the recommended salary range of $97,435 to $107,691. Companies should budget a 1.4% increase in salary when benchmarking for 2022 headcount to protect their current talent from poaching.
The Washington, D.C., salary is 8.7% higher than the national median salary, which indicates that recruiters may be able to find more affordable digital marketing managers with comparable experience and education in other locations. In a comparison with Dallas, Chicago, Seattle, Atlanta, San Diego and New York, the Chicago area offers the lowest recommended base salary of $87,508, followed by Dallas as the next lowest.
A competitive salary is a key component of landing top-quality candidates, so stay up to date with accurate data on this constantly evolving element of total compensation. LaborIQ delivers instant, market-driven annual and variable compensation answers for over 20,000 jobs, based on expert curation of 18 trillion data points, and gives you the ability to uniquely customize a compensation package for each job title.
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