Digital Marketing Manager
The digital marketing manager develops an organization’s visibility on the internet.
They lead the actions that attract new customers or audiences, boost sales, and strengthen loyalty.
On this page:
- The role of the digital marketing manager
- Main responsibilities
- The skills required
- Fields of Practice
- Programs
- Salary
- Career Progression
In Brief: The Digital Marketing Manager Profession
| Other Job Titles | Digital Marketing Manager, digital marketing manager, digital strategy manager |
|---|---|
| Recommended Education Level | 3 to 5 years of higher education in marketing, communication or business, with a first experience in digital marketing |
| Salary | 80% of offers between €33,000 and €60,000 gross/year, variable portion included, with an average of €46,000 (source: Apec) |
| Employers | private companies, public bodies, digital agencies, retail, service companies, transport and industry players, cultural institutions and event organizations |
| Key Skills | digital marketing strategy, SEO, online advertising, social media, e-mailing, CRM, data analysis, budget monitoring, project management and team coordination |
| Career Progression | digital marketing director, digital strategy director or marketing director |
| IESA Program | Master Cultural Communication Strategy – Bac+5 in two years, accessible after a Bac+3, with work-study possible |
What Is the Role of a Digital Marketing Manager?
Also called a digital marketing manager, they define the digital strategy with the marketing and communications management. They choose the appropriate channels, allocate budgets and coordinate campaigns according to the organization’s objectives.
It relies in particular on the website, social media, email marketing and customer relationship management tools, known as CRM.
What are the duties of a digital marketing manager?
Their duties vary depending on the organization and projects. They can in particular:
- keep watch on the market, audiences and digital trends
- define the marketing objectives and action plan
- support the launch of products, services or events
- manage search engine optimization, online advertising, social media and emailing
- coordinate teams and service providers
- manage budgets and analyze campaign results
They also support teams in using digital tools and suggest improvements to achieve the set objectives.
What skills do you need for this career?
The digital marketing manager combines marketing skills, data analysis and project management. They must in particular know how to:
- choose the channels suited to the target audiences
- use campaign and customer relationship tools
- analyze figures and track budgets
- understand the behavior of consumers and communities
- coordinate a team and communicate in professional English
Creativity, responsiveness and adaptability complete these skills. Curiosity helps you keep up with the evolution of digital tools and uses.
Where Does the Digital Marketing Manager Work?
The digital marketing manager can work in the private or public sector: retail, services, transportation, industry, or cultural institutions. They can also work in an agency for several clients.
In art and culture, they help promote a program, increase attendance, or build audience loyalty. Their digital actions can also support patronage campaigns, in coordination with the teams concerned.
What Training to Become a Digital Marketing Manager?
Studies in marketing, communication, or business, from Bac+3 to Bac+5, can lead to this profession. A first experience in digital marketing is generally expected to take on these responsibilities.
At IESA arts&culture, the Master in Cultural Communication Strategy takes place over two years after a Bac+3, with work-study possible.
The program notably covers:
- digital marketing and social media strategy
- data analysis and customer relations
- project, budget, and campaign management
It prepares for the Global Communications Manager title, level 7, registered with the RNCP under number 40856.
Admission is based on an application file and an interview. Candidates can submit their application online, then talk with the admissions team about their background and professional project.
What is the salary of a digital marketing manager?
According to Apec, 80% of the salaries advertised in job postings fall between €33 000 and €60 000 gross per year, variable pay included. The average shown is €46 000 gross per year.
This data covers different levels of experience. Pay varies depending on the sector, location, the size of the organization and the responsibilities assigned.
Source: Apec, "Digital Marketing Manager" profile, accessed September 2026.
What career advancement is there for a digital marketing manager?
With experience, the digital marketing manager can lead a larger team and take on a broader strategy.
They can notably become:
- digital marketing director
- digital strategy director
- marketing director
These advances rest on their ability to manage budgets, grow the business and support teams.