Digital Marketing Manager

Functional Scope and Revenue Linkage

Core Functional Scope 

The Digital Marketing Manager is responsible for: 

• Executing digital campaigns across platforms
• Managing paid advertising campaigns
• Publishing and managing digital content
• Supporting funnel execution (landing pages, forms, messaging systems)
• Monitoring performance metrics and making operational adjustments 

The role ensures that all digital channels are: 

•  Active 
• Functional
• Optimised for conversion

Revenue Linkage 

This role contributes to revenue by: 

• Generating qualified leads through digital channels
• Supporting campaign execution that drives pipeline creation
• Ensuring consistent flow of opportunities into the sales system 

The Digital Marketing Manager is directly accountable for: 

• Volume and quality of leads generated 
• Performance of digital channels 
• Efficiency of campaign execution 

Key Responsibilities

Campaign Execution & Deployment 

The Digital Marketing Manager is responsible for implementing campaigns designed by  the Revenue Campaign & Media Strategist. 

This includes: 

• Setting up campaigns across digital platforms
• Uploading and scheduling content
• Configuring targeting, budgets, and timelines
• Ensuring campaigns go live on schedule 

The role must ensure that no campaign remains theoretical—everything must be  executed. 

Paid Advertising Management 

The role must manage all digital advertising activities, including: 

• Campaign setup
• Audience targeting
• Budget allocation (as approved)
• Monitoring ad performance
• Making tactical adjustments 

The Digital Marketing Manager must ensure that ads are: 

•  Running consistently
• Properly targeted
• Continuously optimised 

Lead Generation & Funnel Execution 

The role must ensure that digital channels consistently produce leads by: 

• Managing landing pages and lead capture systems
• Ensuring forms, links, and communication channels function correctly
• Supporting integration with CRM and follow-up systems 

The focus is on ensuring that:  Digital activity results in measurable pipeline input. 

Content Publishing & Platform Management 

The Digital Marketing Manager must: 

• Publish content across platforms according to schedule
• Maintain consistency in messaging and presentation
• Ensure platforms remain active and up to date 

This includes managing: 

• Social media accounts
• Content calendar
• Digital communication channels 

Performance Monitoring & Optimisation 

The role must continuously monitor campaign performance and make adjustments  based on data. 

This includes tracking: 

• Lead volume
• Cost per lead
• Engagement (where relevant)
• Click-through rates
• Conversion rates at initial stages 

The Digital Marketing Manager must: 

•  Identify underperforming campaigns 
• Make tactical adjustments 
• Escalate strategic issues where necessary

Coordination with Creative & Strategy 

The role must work closely with: 

• Creative Lead (for assets) 
• Revenue Campaign & Media Strategist (for direction) 

The Digital Marketing Manager must ensure that: 

•  Required creatives are delivered on time 
• Campaign instructions are implemented correctly 
• Feedback loops are maintained 

Platform & Tool Management 

The role must ensure that all digital tools and systems are functioning properly. 

This includes: 

• Ad platforms 
• Social media platforms 
• Basic analytics tools
• Lead capture systems 

Reporting & System Compliance 

The Digital Marketing Manager must maintain accurate records of: 

• Campaign activity
• Performance metrics
• Budget usage 

All reporting must be clear, structured, and aligned with the overall performance tracking system. 

Performance Framework

Weekly Performance Expectations (Execution Layer) 

Each week, the Digital Marketing Manager must demonstrate: 

• Active campaigns running across defined platforms
• Consistent lead generation output
• Regular content publishing 
• Monitoring and adjustment of campaign performance 

Weekly outputs must include: 

• Number of active campaigns
• Leads generated 
• Campaign performance summary
• Actions taken to improve performance 

Monthly Performance Expectations (Revenue Layer) 

Each month, the role must deliver: 

• Consistent lead flow into the pipeline 
• Improvement in cost e iciency (CPL) 
• Stable performance across key channels 
• Support for revenue-generating campaigns 

Quarterly Performance Expectations (Scaling Layer) 

Each quarter, the role must demonstrate: 

•  Increased e iciency in digital execution 
• Improved performance across campaigns 
• Contribution to scalable campaign systems
• Ability to support expansion into additional channels 

Key Performance Indicators (KPIs)

• Number of leads generated 
• Cost per lead (CPL)
• Campaign execution consistency
• Platform activity levels
• Click-through rates (CTR) 
• Conversion rates (initial stages)
• Campaign uptime and reliability 

90-DAY Execution Plan

Phase 1: Days 1–30 — Setup & Initial Execution 

• Review existing digital channels and campaigns
• Set up required platforms and tools
• Launch initial campaigns
• Begin content publishing 

Outcome:  Active digital presence with initial lead generation 

Phase 2: Days 31–60 — Stabilisation & Performance Improvement 

• Monitor campaign performance
• Adjust targeting and execution 
• Improve lead capture systems 

Outcome:  Consistent campaign activity and improved performance 

Phase 3: Days 61–90 — E iciency & Reliability 

• Ensure campaigns run consistently without interruption 
• Improve cost e iciency 
• Strengthen lead generation output 

Outcome:  Reliable and predictable digital execution system 

Reporting Line & Internal Interfaces

Reports To: 

• Revenue Campaign & Media Strategist 

Works Closely With: 

• Creative Lead
• Sales Manager
• Sales Executives
• CRM & Growth Operations Manager 

Authority Level 

The Digital Marketing Manager has authority to: 

• Execute campaigns across digital platforms 
• Make tactical adjustments to campaigns
• Manage content publishing schedules 

The role does not independently define campaign strategy or major budget allocations. 

Success Definition

After 3 Months: 

•  Active campaigns running
• Initial lead flow established 

After 6 Months: 

• Consistent lead generation 
• Improved campaign e iciency 

After 12 Months: 

• Reliable digital execution system 
• Strong support for revenue generation 

Failure Conditions

This role will be considered unsuccessful if: 

• Campaigns are not executed consistently
• Lead generation is weak or inconsistent 
• Platforms are inactive or poorly managed 
• Campaign performance is not monitored or improved 
• Execution delays a ect revenue generation
• Systems are unreliable or poorly maintained 

Required Qualifications & Experience

• 3–5 years of experience in digital marketing or campaign execution 
• Experience managing paid advertising campaigns
• Familiarity with digital platforms and tools 
• Experience with lead generation campaigns 

Required Skills & Competencies

• Strong execution and operational discipline 
• Basic analytical and reporting skills
• Familiarity with advertising platforms
• Attention to detail
• Ability to manage multiple campaigns 
• Technical comfort with digital tools 

Working Style Requirements

• Execution-focused and detail-oriented 
•  Comfortable working with structured processes 
• Able to follow defined strategies precisely 
• Responsive and adaptable 
• Focused on output and consistency 

Remuneration & Performance Incentives

• Base salary 
• Performance incentives tied to lead generation and campaign e iciency

Application & Evaluation Criteria

Candidates will be evaluated based on: 

• Experience executing digital campaigns
• Familiarity with advertising platforms
• Ability to manage multiple tasks
• Understanding of lead generation processes
• Demonstrated discipline in execution

Location: Accra

Salary: Attractive