Digital Marketing Manager

Role & responsibilities

FULL-STACK DIGITAL MARKETER

Traffic Leads Follow-up Conversion Revenue Optimization

1. Core Responsibilities (High Level)

A Full-Stack Marketer must own:

1. Lead Generation (Paid + Organic)
2. Cost Per Lead (CPL) Optimization
3. Funnel & Landing Pages
4. Conversion Tracking & Analytics
5. CRM & Lead Follow-ups
6. Sales Alignment
7. Conversion Rate Optimization (CRO)
8. Reporting & ROI

2. Lead Generation What They MUST Do

Channels to Handle

• Google Search Ads (high intent)
• Meta Lead Ads / Website Conversion Ads
• LinkedIn Ads (B2B)
• SEO (long-term inbound leads)
• Email & remarketing
• WhatsApp & retargeting flows

Responsibilities

• Identify

  high-intent keywords & audiences

• Create

  offer-based campaigns

  (not just awareness)
• Write ad copy that filters bad leads
• Design creatives that match landing pages
• Launch, test & optimize weekly

Output:

• Daily leads
• Qualified leads (not junk)
• Channel-wise lead performance

3. Cost Per Lead (CPL) Ownership & Control

What CPL Means

CPL = Total Ad Spend / Total Qualified Leads

4. Funnel & Landing Page Responsibility

cannot depend only on developers

• Create or manage landing pages (Webflow, WordPress, etc.)
• Optimize:
  
• Headline
• CTA
• Forms
• Page speed

KPI:

• Landing page conversion rate (CR%)

5. Conversion Tracking & Analytics (NON-NEGOTIABLE)

Tools They Must Use

• Google Analytics 4 (GA4)
• Google Tag Manager
• Meta Pixel
• Google Ads conversion tracking
• CRM tracking

Responsibilities

• Track:
  
• Leads
• Cost per lead
• Lead source
• Conversion to sales
• Fix broken tracking
• Report

  numbers, not opinions

6. Lead Management & Follow-Ups (Critical)

A Full-Stack Marketer MUST ensure leads dont die.

Responsibilities

• Push leads into CRM (HubSpot, Zoho, etc.)

Must Track:

• Cost Per Lead (CPL)
• Lead to Sales Conversion %
• Cost Per Acquisition (CPA)
• ROAS (where applicable)
• Funnel conversion rates
• Revenue impact

Paid Ads (Google, Meta, LinkedIn)
Funnels & Landing Pages Analytics & Tracking CRM & Automation CRO & A/B Testing Sales Collaboration Strategic Thinking