So, you’re wondering, “what does a digital marketing account manager do?” It sounds important, maybe a bit technical, and you’re right, it is. Figuring out exactly what they handle day-to-day can feel a little fuzzy, even if you’ve worked with marketing agencies before.

You might have interacted with various marketing folks, but the digital marketing account manager role is specific. They’re often the main person you talk to, the one coordinating various parts of your marketing plan. Understanding the responsibilities of a digital account manager helps you know who guides your online growth and manages your digital account.

Think of them as the crucial link between your business objectives and the actual marketing work being executed. They aren’t always the ones deep in the code or designing every graphic for your digital campaigns. Instead, they direct the overall effort, making sure specialists work cohesively for your brand.

Their primary function is to keep you, the client, satisfied and informed while driving your digital marketing endeavors towards agreed-upon targets. This involves substantial communication, careful planning, and diligent monitoring of results. A good digital marketing account manager needs to understand your business thoroughly, including sales goals, ideal customers, and unique selling points, shaping the marketing strategies they oversee.

Table of Contents:

• Client Communication is Central
• Developing and Guiding Strategy
• Overseeing Campaign Execution
• Reporting and Analyzing Performance
• Managing Budgets and Resources
• What Does a Digital Marketing Account Manager Do Daily?
• Skills That Make a Great Account Manager
• Finding and Hiring the Right Manager
• Why Your Business Benefits
• Account Manager vs. Other Roles
• Working With an Agency Manager vs. In-House

Client Communication is Central

A significant portion of a digital account manager’s day involves communication with clients. This is more than just checking in; it focuses on building strong relationships grounded in trust and clear understanding. They must translate marketing jargon into understandable terms for clients who may not have a marketing background.

Effective communication means clients feel comfortable asking questions and receiving direct answers. Account managers schedule regular meetings or calls to provide regular updates, review progress, and discuss upcoming steps. They actively listen to feedback, address concerns, and adapt to evolving business needs, fostering long-term relationships.

If a campaign isn’t performing as anticipated, the account manager explains the situation and suggests corrective actions. Strong communication skills prevent confusion and keep the client and the internal team aligned on marketing goals. This client relationship management is a core part of effective marketing account management.

The digital landscape shifts quickly—algorithms change, competitors launch new initiatives. The account manager is the primary contact for discussing how these changes affect strategy and what adjustments are necessary. Research consistently shows that clear communication is a top factor in successful client-agency partnerships and vital for managing client expectations.

Developing and Guiding Strategy

While a dedicated strategist might draft the initial high-level plan, the digital marketing account manager is heavily involved in refining and guiding it. They convert your business objectives into practical digital marketing strategies. Working with specialists, they determine the optimal mix of digital channels—like Google Ads, social media marketing, SEO, or email—to reach your audience effectively.

This isn’t a one-time task; the account manager continually assesses the strategy’s effectiveness. Are the marketing campaigns reaching the target demographic? Are ad campaigns generating conversions? Is website traffic increasing as expected? They analyze campaign data and propose improvements.

This responsibility requires the account manager to have a good handle on various digital marketing fields. While not needing to be the top expert in SEO, they must understand its principles to discuss strategy and results competently. The same applies to PPC, social media management, content marketing, and email marketing—they connect these elements into a cohesive plan.

Overseeing Campaign Execution

Once marketing strategies are approved, the account manager ensures proper execution. They coordinate tasks among team members, including copywriters, designers, SEO specialists, and website developers. Strong project management skills are essential to keep digital projects on schedule and within budget.

The account manager might review ad copy, verify keyword targeting for PPC campaigns, or approve social media content calendars. They act as a quality control checkpoint, confirming work meets standards and aligns with the overall digital strategies before it goes live or reports are sent. This oversight is critical for successful digital marketing account management.

If digital campaigns encounter obstacles, such as declining ad performance or slipping search engine rankings, the account manager takes the lead in troubleshooting. They collaborate with the team to diagnose the issue and develop solutions. Importantly, they keep the client informed about problems and the steps being taken to resolve them, maintaining transparency.

Reporting and Analyzing Performance

Businesses invest in digital marketing to achieve results, making performance reporting a critical duty for any marketing account manager. They collect data from tools like Google Analytics, advertising platforms, and social media insights. This information is compiled into analytics reports that clearly demonstrate progress toward achieving marketing goals.

However, reporting involves more than just presenting numbers. A skilled account manager interprets the campaign data, explaining its significance. They highlight key performance indicators (KPIs), identify successes, pinpoint areas needing improvement, and link marketing activities directly to business outcomes like lead generation or sales revenue.

This analysis helps justify marketing expenditures and informs future strategic decisions for long-term success. They should readily answer questions like, “Why did website traffic decrease last month?” or “Which digital channels generated the most qualified leads?”. Their reports must be easy to comprehend, focusing on the metrics most relevant to the client’s business. You can find useful marketing reporting resources on platforms like HubSpot.

Managing Budgets and Resources

Digital marketing campaigns require careful budget management, a task often falling to the account manager. They ensure spending aligns with the agreed-upon budget and is allocated efficiently across different channels and activities. Effective budget oversight maximizes return on investment (ROI).

This includes monitoring daily ad spend, tracking how specialist time is allocated to the account, and constantly seeking cost-optimization opportunities. If performance data suggests reallocating budget—perhaps shifting funds from underperforming ad campaigns to more successful ones—they will discuss these recommendations with the client. This proactive approach is part of responsible account management.

A digital marketing account manager needs to be comfortable working with numbers and performing basic financial tracking. Accountability for the marketing budget is a significant aspect of their role, ensuring resources are used wisely to support marketing endeavours.

What Does a Digital Marketing Account Manager Do Daily?

So, what does the typical day life of a digital marketing account manager involve? While days vary based on client needs and active campaigns, common activities provide a clearer picture of the manager job. Many account managers wear multiple hats throughout the day.

Here’s a glimpse into their daily routine:

• Morning Check-ins: Reviewing campaign performance dashboards, checking key performance metrics, and identifying any urgent issues requiring immediate attention.
• Email & Communication: Responding promptly to client emails and internal team messages via Slack or other platforms, coordinating actions with specialists.
• Client Calls & Regular Meetings: Participating in scheduled meetings with clients to discuss progress, review analytics reports, refine strategy, or plan upcoming digital campaigns.
• Performance Analysis: Analyzing campaign data from specific marketing initiatives to understand trends, identify performance anomalies, or uncover optimization opportunities.
• Team Collaboration: Syncing with SEO specialists, PPC managers, content creators, and website developers regarding ongoing tasks, priorities, and resource allocation for the client’s account.
• Project Management: Updating project plans in tools like Asana or Trello, assigning new tasks, monitoring deadlines, and ensuring deliverables are on track for various digital projects.
• Reporting Work: Compiling data, extracting insights, and preparing comprehensive weekly or monthly client reports detailing campaign results and strategic recommendations.
• Problem Solving: Addressing unexpected challenges such as disapproved ads, website technical glitches, negative social media feedback, or sudden drops in key metrics, often requiring quick thinking and problem-solving skills.
• Industry Learning: Dedicating time to read industry publications like Search Engine Journal or attend webinars to stay informed about the latest digital marketing trends, algorithm updates, and platform changes impacting digital strategies.

This role demands excellent organizational abilities and effective time management to balance competing priorities. It’s a dynamic position requiring constant adaptation and communication. The digital account manager’s ability to juggle these tasks directly impacts client satisfaction and campaign success.

Skills That Make a Great Account Manager

Excelling as a digital marketing account manager requires a specific combination of technical knowledge and interpersonal abilities. Finding qualified candidates involves looking beyond just marketing experience. Here are essential skills:

Key Skills for a Digital Marketing Account Manager:

Skill Category	Description
Communication Skills	Exceptional written and verbal abilities are paramount. Must articulate complex ideas clearly, concisely, and empathetically to both clients and internal teams. This includes active listening and providing regular updates.
Interpersonal Skills	Building rapport, trust, and strong relationships with clients is fundamental. Requires being personable, patient, and skilled at managing client expectations and delivering excellent customer service.
Project Management	Organizing multiple campaigns, tasks, and deadlines demands solid project management techniques. Proficiency with tools like Asana, Trello, or similar platforms is often necessary to manage digital projects efficiently.
Analytical Thinking	Comfort with data analysis is essential. Must be able to interpret campaign data, identify trends, understand key performance indicators, and draw actionable conclusions from analytics reports.
Broad Digital Marketing Knowledge	A comprehensive understanding of core digital channels like SEO, PPC, social media, email marketing, and content strategy is needed to guide strategy and coordinate specialists effectively.
Problem-Solving Skills	Campaigns don’t always run smoothly. The ability to think critically, troubleshoot issues, and develop effective solutions when challenges arise is crucial for maintaining momentum and client confidence.
Time Management & Organization	Handling multiple clients and campaigns simultaneously requires excellent time management skills. Prioritizing tasks effectively and staying organized is vital for meeting deadlines and managing workload.
Adaptability	The digital landscape is constantly changing. A willingness to learn continuously, embrace new technologies, and adapt strategies quickly is necessary for long-term success in the role.

Possessing this blend of strategic thinking, technical understanding, and people skills makes a digital account manager highly valuable. These abilities allow them to navigate the demands of marketing account management successfully. The specific skills might be detailed further in a manager job description template.

Finding and Hiring the Right Manager

If you’re looking to hire a digital marketing account manager, understanding the role helps define what you need. Creating a detailed digital account manager job description is the first step. This document should outline responsibilities, required skills, experience level, and performance expectations.

You can find various job description templates online, including a specific account manager job description template or manager job description template, to get started. Clearly defining the manager job requirements helps attract qualified candidates. Posting the opening on relevant job boards and leveraging professional networks increases visibility.

During the hiring process, use targeted interview questions to assess candidates’ communication skills, strategic thinking, project management experience, and problem-solving skills. Ask for examples of past campaigns they managed, challenges they faced, and how they measured success using campaign data. Consider using an applicant tracking system to manage applications efficiently and post job listings easily.

Why Your Business Benefits

Perhaps you’re contemplating whether this role is necessary, especially with a small team or if you manage some marketing tasks yourself. Having a dedicated digital marketing account manager offers significant advantages for improving your digital presence:

1. Saves You Time: They oversee daily marketing operations and coordination, allowing you to concentrate on core business functions.
2. Brings Expertise: They possess knowledge of digital marketing principles and understand how various digital channels synergize.
3. Ensures Alignment: They keep all marketing efforts focused squarely on achieving your specific business and marketing goals.
4. Improves Accountability: You have a single point of contact responsible for communication, results, and managing the client relationship.
5. Optimizes Performance: Their continuous analysis and oversight enhance campaign effectiveness and boost your return on investment (ROI) from marketing endeavours.
6. Streamlines Communication: Instead of juggling conversations with multiple specialists (like SEO experts or website developers), you interact with one informed manager who understands the full picture.

In essence, they serve as your dedicated guide and coordinator for all things digital marketing. Their involvement ensures your efforts are strategic, efficiently managed, and consistently delivering measurable results. This contributes significantly to long-term success.

Account Manager vs. Other Roles

Job titles within marketing can sometimes overlap or cause confusion. It’s helpful to distinguish the digital account manager from similar roles like a Project Manager or a Strategist, though responsibilities can vary by organization size.

• Account Manager: Primarily focuses on the overall client relationship, strategic oversight, consistent communication, and ensuring marketing goals are achieved. They manage the digital account and foster strong relationships. Account managers wear many hats, bridging strategy and execution.
• Project Manager: Concentrates specifically on the execution details of campaigns or digital projects, managing timelines, budgets, resources, and task allocation. They manage the work itself, ensuring tasks are completed efficiently by the internal team.
• Strategist: Specializes in high-level planning, market research, and developing the foundational marketing strategies. They are typically less involved in daily client communication or task execution, focusing on crafting the plan. They define the ‘why’ and ‘what’ before handing off execution.
• Marketing Manager: This title can sometimes overlap with an account manager, especially in-house. However, a marketing manager might have broader responsibilities across all marketing activities (digital and traditional) for the company, potentially including brand management or product marketing, whereas an account manager often focuses specifically on client service within digital channels or for agency clients.

In smaller marketing agencies or teams, one individual might perform aspects of all these roles. However, in larger organizations, these roles are often distinct, allowing for deeper specialization. The digital marketing account manager is usually the most client-facing position among them, prioritizing the client relationship.

Working With an Agency Manager vs. In-House

A digital marketing account manager can operate in two primary settings: within a digital marketing agency serving multiple clients, or directly employed by your company (in-house), dedicated solely to your brand. Each setup offers different advantages.

An agency account manager often brings diverse experience gained from working across various industries and client types. They benefit from the collective knowledge, specialized tools, and broader resource pool of the marketing agency. Their communication processes and reporting formats might be more standardized due to established agency practices.

Conversely, an in-house digital account manager develops an intimate understanding of your specific business, internal culture, and operational processes. Fully dedicated to your brand’s success, they can facilitate closer collaboration with other internal departments like sales or product development. This deep integration can lead to highly aligned marketing strategies.

Neither option is universally superior; the best choice depends on your company’s specific needs, budget constraints, desired level of control, and preferred working style. Whether you partner with digital marketing agencies or hire internally, the core duties of the digital marketing account manager remain consistent. Understanding their function allows for setting clear expectations, asking pertinent questions during selection (perhaps offering a free trial period if hiring a freelancer or small agency), and cultivating a productive partnership focused on achieving your marketing goals. Need help finding the right fit? Let’s chat.

Conclusion

So, revisiting the question “what does a digital marketing account manager do?” it’s clear they are far more than just a contact person. They function as strategic advisors, client advocates, project coordinators, budget managers, and performance analysts—all crucial roles combined into one position. The account manager’s job description highlights this complexity.

They ensure your digital marketing machine operates smoothly, coordinating all components to effectively pursue your business objectives and enhance your digital presence. These digital account managers are vital for translating goals into tangible actions and measurable results across various digital channels. They focus on building long-term relationships and driving long-term success.

Having a skilled and dedicated digital marketing account manager, whether through a marketing agency or as part of your internal team, often distinguishes fragmented marketing activities from a cohesive, results-driven digital growth strategy. Their contribution is central to navigating the digital landscape effectively. Considering a new strategy or need help? Maybe start free trial options from agencies could be explored, or simply start free by evaluating your current setup based on this understanding.