Key Takeaways

  • Learn how to define the digital marketing manager role based on your specific business needs and growth goals.
  • Discover where to find and how to assess top candidates—even without a marketing background.
  • Avoid costly hiring mistakes and set your new marketing manager up for long-term success from day one.

In today’s hyper-digital world, having a strong online presence isn’t a luxury—it’s a necessity. Whether you’re a startup founder, small business owner, or senior executive with little to no marketing background, hiring a competent Digital Marketing Manager (DMM) could be one of the most strategic decisions you make to grow your brand, boost revenue, and stay competitive. However, for non-marketers, this hiring process can feel like navigating a maze filled with jargon, buzzwords, and a sea of candidates who all appear equally qualified on paper.

How to Hire a Digital Marketing Manager: A Guide for Non-Marketers
How to Hire a Digital Marketing Manager: A Guide for Non-Marketers

So how do you ensure you hire the right digital marketing manager—someone who is not just fluent in SEO, PPC, social media, and analytics, but who can actually translate these tools into measurable business outcomes?

This comprehensive guide is tailored specifically for non-marketers who need to make a high-stakes hiring decision without getting lost in technical terminology. It walks you through the entire process: from understanding what a digital marketing manager actually does, to defining the role based on your business goals, identifying the best channels to recruit talent, evaluating portfolios and skills without needing a marketing background, and onboarding for long-term success.

Why Hiring the Right Digital Marketing Manager Matters

The digital landscape is constantly evolving—search algorithms change, new platforms emerge, and consumer behavior shifts quickly. Without a skilled marketing lead who understands how to adapt and build strategy in real time, businesses risk falling behind. A competent digital marketing manager doesn’t just execute campaigns—they drive customer acquisition, nurture leads, optimize your marketing funnel, and contribute directly to your bottom line.

According to industry reports, companies that actively invest in digital marketing talent outperform their competitors in terms of visibility, lead generation, and ROI. But hiring wrong can be costly. Mismatched hires can result in wasted ad spend, stalled campaigns, inconsistent branding, and poor customer engagement.

This guide is designed to de-risk that decision for you.

The Non-Marketer’s Challenge: Bridging the Knowledge Gap

Hiring for a role you don’t fully understand is never easy. Non-marketers often grapple with key questions:

  • What does a digital marketing manager actually do?
  • How do I know if someone is good at it?
  • What should I ask during interviews?
  • How much should I pay for this role?
  • Should I hire in-house, go with a freelancer, or work with an agency?

These questions are valid—and if you’ve asked them, you’re already on the right track. The good news is: you don’t need to be a marketing expert to make a smart hiring decision. You just need a clear framework, the right tools, and an understanding of how to spot real marketing talent amidst the noise.

What This Guide Will Cover

To equip you with everything you need to confidently hire a digital marketing manager, this blog will delve into:

  • A breakdown of the digital marketing manager’s role and required skill set
  • When to hire (and when to wait)
  • How to write a clear, results-driven job description
  • The best platforms and methods to find qualified candidates
  • Red flags and green flags during the interview process
  • How to evaluate portfolios and results without technical knowledge
  • Salary benchmarks and budgeting tips
  • How to successfully onboard your new hire and measure early wins

Every section is written with clarity and practicality in mind—no confusing marketing jargon, no abstract strategies—just straightforward advice backed by industry insights, designed to make your hiring process faster, easier, and more effective.

Why This Guide Stands Out

Unlike generic hiring articles, this guide is written specifically for those who don’t come from a marketing background. It avoids fluff and focuses on action-oriented steps that will help you:

  • Understand the real business value a digital marketing manager should deliver
  • Protect your marketing budget by hiring smart
  • Align your digital marketing strategy with actual business goals
  • Build a long-term marketing foundation for growth

Hiring a digital marketing manager is not just about filling a vacancy—it’s about bringing in leadership that can drive meaningful digital transformation. And with this guide, you’ll be equipped to make that decision with confidence, clarity, and purpose.

Let’s dive into the process of hiring the right digital marketing manager for your business—even if you know nothing about digital marketing.

But, before we venture further, we like to share who we are and what we do.

About AppLabx

From developing a solid marketing plan to creating compelling content, optimizing for search engines, leveraging social media, and utilizing paid advertising, AppLabx offers a comprehensive suite of digital marketing services designed to drive growth and profitability for your business.

At AppLabx, we understand that no two businesses are alike. That’s why we take a personalized approach to every project, working closely with our clients to understand their unique needs and goals, and developing customized strategies to help them achieve success.

If you need a digital consultation, then send in an inquiry here.

Or, send an email to [email protected] to get started.

How to Hire a Digital Marketing Manager: A Guide for Non-Marketers

  1. What Does a Digital Marketing Manager Do?
  2. When Should You Hire a Digital Marketing Manager?
  3. How to Define the Role for Your Business
  4. Where to Find Qualified Candidates
  5. How to Assess Candidates Without a Marketing Background
  6. Testing for Fit: Trial Projects and Assessments
  7. Salary Expectations and Budgeting
  8. Onboarding and Setting Up for Success
  9. Mistakes to Avoid When Hiring

1. What Does a Digital Marketing Manager Do?

A Digital Marketing Manager (DMM) is the strategic leader responsible for planning, executing, analyzing, and optimizing an organization’s online marketing initiatives. Their role is multifaceted, covering various digital channels and requiring both creative and analytical skills. For non-marketers, it’s important to understand not just the what, but also the why behind each responsibility.

Below is a detailed breakdown of what a Digital Marketing Manager typically does, how their performance is measured, and how their responsibilities tie back to tangible business outcomes.


Key Responsibilities of a Digital Marketing Manager

1. Develop and Execute Digital Marketing Strategies

  • Align marketing campaigns with overarching business goals
  • Conduct competitor analysis and market research
  • Build multi-channel campaign strategies (e.g., SEO, SEM, email, social media)

Example:

A DMM working for a B2B SaaS startup may develop a funnel-based campaign that uses LinkedIn ads to generate leads, followed by email drip campaigns for conversion.


2. Oversee SEO and Content Marketing

  • Keyword research and content gap analysis
  • Manage blog, on-page SEO, and backlink strategies
  • Work with writers, designers, and developers to publish SEO-optimized content

Example:

Implementing a blog strategy that increases organic traffic by 75% over 6 months through long-tail keyword targeting.


3. Manage Paid Advertising Campaigns

  • Run and optimize PPC campaigns on Google Ads, Facebook, LinkedIn, etc.
  • A/B test ad creatives, landing pages, and CTA copy
  • Monitor ad budgets and reduce Customer Acquisition Cost (CAC)

Example Table: PPC Platform Comparison

PlatformIdeal ForAverage CPCTargeting Capabilities
Google AdsHigh-intent search queries$1–$2Keywords, location, device
Facebook AdsBrand awareness, B2C$0.50–$1.50Interests, behaviors, custom
LinkedIn AdsB2B lead generation$5–$9Job title, company size, skills

4. Lead Email Marketing and CRM Efforts

  • Build and segment email lists
  • Create automated email flows (welcome, nurture, abandoned cart)
  • Optimize open rates, CTRs, and conversions

Example:

Designing a welcome series that results in 40% more product trial activations.


5. Monitor Analytics and Report Performance

  • Use tools like Google Analytics, HubSpot, and Hotjar to track KPIs
  • Build performance dashboards for stakeholders
  • Continuously iterate based on data insights

Example Marketing KPI Matrix

ChannelKPIGoal (Monthly)Tools Used
SEOOrganic Traffic20,000 sessionsGoogle Search Console
PPCCost per Acquisition (CPA)<$40Google Ads, Meta Ads
Email MarketingOpen Rate>30%Mailchimp, HubSpot
Social MediaEngagement Rate>5%Hootsuite, Buffer

6. Coordinate with Internal and External Teams

  • Collaborate with sales, product, design, and customer success teams
  • Manage agencies, freelancers, or contractors
  • Translate business goals into marketing deliverables

Example:

Working with a product manager to launch a product update via a multichannel campaign (landing page, demo video, emails, and retargeting ads).


7. Stay Updated with Digital Trends

  • Follow algorithm updates (Google, Meta)
  • Explore emerging platforms (e.g., TikTok, Threads, AI tools)
  • Attend industry webinars or earn certifications

Core Skill Set of a Digital Marketing Manager

A. Strategic Skills

  • Campaign planning and funnel building
  • Budget allocation and ROI forecasting
  • Market positioning and audience segmentation

B. Technical Skills

  • SEO (on-page and technical)
  • Analytics and conversion tracking
  • Ad platform management (Google Ads, Meta Ads, LinkedIn)

C. Creative and Soft Skills

  • Copywriting and messaging alignment
  • Team leadership and project management
  • Communication with stakeholders

Example Digital Marketing Tech Stack

CategoryTools Commonly UsedPurpose
SEOAhrefs, SEMrush, Screaming FrogAudit, keyword research, tracking
AnalyticsGoogle Analytics, Hotjar, Looker StudioData analysis and performance insights
Email MarketingMailchimp, Klaviyo, ActiveCampaignAutomated emails and campaign flows
CRM & Lead GenHubSpot, Salesforce, PipedriveContact management and nurturing
Ad ManagementGoogle Ads, Facebook Business ManagerPaid media strategy execution
Social SchedulingBuffer, Hootsuite, Sprout SocialContent scheduling and monitoring

Digital Marketing Manager vs. Other Marketing Roles

Comparison Matrix

RoleStrategic PlanningExecutionAnalyticsLeadershipTypical Focus
Digital Marketing ManagerHighHighHighMediumMulti-channel strategy
Marketing DirectorVery HighLowHighVery HighCompany-wide marketing vision
SEO SpecialistLowHighMediumLowOrganic search growth
PPC SpecialistMediumHighHighLowPaid advertising performance
Content MarketerMediumHighMediumLowBlogging, SEO, content creation

Conclusion: The Value of a Digital Marketing Manager

A Digital Marketing Manager wears many hats—strategist, executor, analyst, and communicator. For non-marketers looking to hire one, it’s important to recognize that the best DMMs don’t just launch campaigns; they drive results. They bring together data and creativity, aligning marketing efforts with core business goals, and play a critical role in sustainable growth.

By understanding these responsibilities, you can more confidently evaluate candidates, set expectations, and ensure your digital investments are led by capable hands.

2. When Should You Hire a Digital Marketing Manager?

Hiring a Digital Marketing Manager (DMM) at the right time can determine whether your brand thrives in a competitive landscape or struggles to capture online visibility. For non-marketers, knowing when to bring this role onboard is as important as understanding what they do.

This section will explore key signals that indicate your business is ready to hire a digital marketing manager, compare alternatives like freelancers or agencies, and provide a decision matrix to help guide your choice. Timing this hire strategically ensures maximum return on your marketing investment.


Signs Your Business Needs a Digital Marketing Manager

1. You’re Spending on Marketing Without Measurable ROI

  • You’re running ads or boosting posts, but can’t track conversions or CAC.
  • No structured reporting exists; decisions are made based on guesswork.
  • Lack of attribution models or funnel analytics.

Example:

A retail brand spending $5,000/month on ads across Google and Meta platforms but seeing no consistent sales increase—due to poor targeting and no landing page optimization.


2. Your Growth Has Plateaued Despite Great Products or Services

  • Organic traffic has stalled or declined.
  • Social engagement and email open rates are stagnant.
  • No one is optimizing the customer acquisition funnel.

Example:

A B2B SaaS tool gains initial traction via referrals but fails to scale due to lack of lead-nurturing campaigns or lifecycle email sequences.


3. Your Internal Team Lacks Digital Marketing Expertise

  • You or your team lack the technical knowledge to manage campaigns effectively.
  • Marketing is fragmented between different team members with no strategic direction.
  • You’re unsure how to implement SEO, paid media, analytics, or content planning.

4. You’re Scaling Operations and Need Consistent Brand Growth

  • Launching a new product or entering a new market.
  • Expanding your sales team and need a lead engine to match.
  • Looking to improve lifetime value (LTV) and customer retention.

5. You Need to Build a Marketing System, Not Just Campaigns

  • No marketing playbook, templates, automation, or channel strategy exists.
  • No defined buyer personas or marketing funnel stages.
  • You want to establish a long-term, data-driven approach.

Situational Triggers That Call for a DMM Hire

Business SituationIdeal Time to Hire DMMPriority Level
Scaling a startup beyond MVPPre- or post-Series AHigh
Launching an eCommerce brandPre-launchHigh
Shifting from traditional to digital marketingAt start of transitionMedium
Inconsistent lead flow from existing effortsImmediatelyHigh
Planning international expansion6 months in advanceHigh
Outsourcing too many disjointed tasksOnce budget allowsMedium

In-House vs Freelancer vs Marketing Agency: Which One Fits?

Before committing to hiring a full-time Digital Marketing Manager, non-marketers should assess whether a freelancer or agency may serve immediate needs better—especially when budgets or deliverables are limited.

Comparison Matrix

OptionProsConsBest For
In-House DMMDedicated strategy, deep brand knowledge, long-term ROIHigher fixed cost, time-consuming hireMid-size to large companies, scaling startups
FreelancerFlexible, affordable, skill-specificLimited bandwidth, lacks big-picture strategyShort-term projects, budget-conscious SMBs
AgencyFull-stack expertise, rapid executionExpensive, less personal attentionCampaign execution, multi-channel needs

Financial Thresholds: Can You Afford a Digital Marketing Manager?

Before hiring, ensure that your business has the financial ability to support a DMM—not just in salary, but in campaign budget, tools, and resources.

Estimated Monthly Budget Requirements

Cost ElementEstimated Range (USD)
Digital Marketing Manager Salary$4,000 – $10,000+
Ad Spend (PPC, Paid Social)$2,000 – $20,000+
Tools & Subscriptions$300 – $2,000
Freelancers (design, copy)$500 – $5,000

If your marketing budget is under $5,000/month, it may be more strategic to start with a freelancer or part-time consultant.


Growth Stage Alignment: When Hiring Makes the Most Sense

Business Growth Stage vs. Marketing Hiring Needs

Business StageMarketing ObjectiveHiring Recommendation
Pre-LaunchBuild awareness, develop messagingOutsource or fractional DMM
Early TractionOptimize CAC, start lead generationHire full-time or hybrid DMM
Growth & ScalingChannel scaling, team buildingFull-time DMM + specialists
Mature BusinessRetention, brand equity, global reachSenior DMM or Marketing Director

Real-World Example: Early vs Late Hiring Scenario

Scenario A: Hired Too Late

  • A direct-to-consumer brand relied solely on influencers and organic Instagram for 18 months.
  • Sales stagnated despite product-market fit.
  • They hired a DMM in year 2, who then had to rebuild the funnel from scratch, delaying growth by another 6 months.

Scenario B: Hired at the Right Time

  • A SaaS startup hired a DMM immediately after product-market validation.
  • The DMM built a full funnel strategy (SEO blog, gated content, nurture flows).
  • CAC dropped by 35%, and MRR grew by 70% in 9 months.

Checklist: Is It Time to Hire a Digital Marketing Manager?

Use this checklist to determine if your business is ready:

  • Do you spend >$3,000/month on marketing with little oversight?
  • Are your campaigns disjointed or lacking measurable ROI?
  • Is no one on your team fully responsible for marketing performance?
  • Do you want to scale without relying solely on sales or referrals?
  • Are you launching a new product, market, or channel soon?
  • Are you juggling too many external freelancers with no central strategy?

If you checked 3 or more, it’s likely time to hire a Digital Marketing Manager.


Conclusion: Timing is Critical

Hiring a Digital Marketing Manager at the right time can significantly reduce marketing waste, accelerate growth, and create a sustainable competitive advantage. For non-marketers, the goal is not to rush the hire, but to recognize the key operational and strategic signals that warrant bringing a dedicated expert onboard. Whether you’re scaling a startup or revitalizing a legacy business, a skilled DMM can become the growth engine behind your digital success.

3. How to Define the Role for Your Business

Before hiring a Digital Marketing Manager (DMM), it’s essential to clearly define what the role should entail based on your business model, growth stage, and marketing goals. A vague or misaligned role description leads to mismatched expectations, poor performance, and wasted resources.

This section provides a step-by-step framework to help non-marketers tailor the digital marketing manager’s role to meet specific business objectives. It includes tools, matrices, and examples to simplify the process and ensure your hire is aligned with your company’s priorities from day one.


Why Role Definition Matters

1. Avoids Mismatched Hires

  • Prevents hiring a specialist (e.g., SEO expert) when you need a generalist or vice versa
  • Sets expectations early to avoid frustration or turnover

2. Enables Goal Alignment

  • Ensures the marketing lead drives measurable business outcomes
  • Helps track progress through clearly defined KPIs

3. Informs Job Descriptions and Interviews

  • Makes recruitment targeted and efficient
  • Attracts the right talent with relevant experience

Step 1: Understand Your Business Type and Digital Needs

Start by assessing your industry, sales model, and marketing maturity to determine the skills your Digital Marketing Manager must have.

Business Type vs. Marketing Needs Matrix

Business TypePrimary FocusRequired DMM Strengths
eCommerceConversion rate, AOV, ROASPaid ads, CRO, email marketing
B2B SaaSLead generation, funnel nurtureSEO, LinkedIn ads, automation
Local Service BusinessLocal visibility, bookingsLocal SEO, Google Business Profile, PPC
Media/ContentTraffic growth, audience retentionSEO, content strategy, social growth
Marketplace/PlatformUser acquisition and retentionMulti-channel strategy, analytics

Step 2: Identify Your Marketing Objectives

Your business goals will directly influence what you expect your Digital Marketing Manager to deliver.

Short-Term Objectives

  • Generate qualified leads within 90 days
  • Improve paid ad efficiency (lower CPC or CPA)
  • Launch a product with multi-channel visibility

Long-Term Objectives

  • Build scalable acquisition funnels
  • Grow organic traffic consistently
  • Improve customer LTV and retention

Example: Objective-to-Responsibility Mapping

ObjectiveRole Responsibilities
Grow website traffic by 40% in 6 monthsSEO strategy, blog content calendar, backlink acquisition
Lower CAC by 30%Paid ads optimization, audience segmentation, A/B testing
Increase email engagement by 50%List segmentation, lifecycle automation, subject line testing

Step 3: Define the Scope of Responsibility

Not all Digital Marketing Managers will—or should—do everything. Clearly outline core tasks, collaborative roles, and optional extras based on bandwidth and budget.

A. Core Responsibilities (Must-Have)

  • Plan and manage multi-channel campaigns (SEO, SEM, email, social)
  • Analyze performance data and optimize accordingly
  • Own the marketing funnel from awareness to conversion

B. Collaborative Roles (With Agencies or Team)

  • Work with designers on creatives and UX
  • Coordinate with sales on lead quality and handoff
  • Supervise freelancers or junior marketers

C. Optional Add-ons (If Needed or Later)

  • Brand positioning or messaging overhaul
  • Web development oversight
  • Affiliate marketing or influencer partnerships

Step 4: Match Skills to Responsibilities

Use a skill-role alignment matrix to visualize what skill sets are necessary for your expected responsibilities.

Skill-Role Alignment Matrix

Skill AreaEssential If You Want To…Priority Level
SEO & ContentDrive consistent organic trafficHigh
Paid AdsScale acquisition through Google/Facebook/LinkedInHigh
Email MarketingNurture leads and increase LTVMedium
Data & AnalyticsMake data-driven decisions and track ROIHigh
Funnel OptimizationImprove conversion rates and lower CACMedium
Strategy & PlanningAlign marketing with growth objectivesVery High

Step 5: Tailor the Job Title and Level to Fit Your Stage

The title you assign reflects the level of leadership and scope you expect. Avoid inflating titles unless your expectations and compensation match.

Job Title Calibration Table

TitleBest ForScopeExperience Needed
Digital Marketing SpecialistCampaign execution onlyTactical, narrow1–3 years
Digital Marketing ManagerStrategic and tactical blendFull-funnel, multi-channel3–6 years
Growth Marketing ManagerMetrics-obsessed experimentationCRO, A/B testing, analytics3–7 years
Head of Digital MarketingLeading a marketing teamTeam leadership, forecasting7+ years

Step 6: Write a Role-Specific Job Description

With the role defined, you can now write a job description that:

  • Accurately represents your goals and expectations
  • Includes only necessary responsibilities (to avoid bloating)
  • Attracts candidates with the right mix of strategic and execution ability

Sample Job Description Template (Editable)

Title: Digital Marketing Manager
Location: [Remote or City]
Type: Full-time
Budget Range: [$X,000 – $X,000/month]

Overview:
We’re looking for a Digital Marketing Manager to help us grow [Business Name] by leading all digital marketing efforts across paid media, SEO, email, and analytics. This role is ideal for someone who can think strategically and execute effectively in a fast-paced environment.

Responsibilities:

  • Plan and execute campaigns across SEO, PPC, email, and social media
  • Optimize conversion paths and lead generation funnels
  • Track KPIs and generate performance reports
  • Coordinate with external vendors and internal stakeholders

Requirements:

  • 3+ years experience in digital marketing roles
  • Hands-on experience with Google Ads, Meta Ads, SEO tools
  • Strong understanding of marketing funnels and attribution
  • Data-driven mindset and strong communication skills

Step 7: Define Success Metrics Early

Before hiring, outline what success looks like in the first 30, 60, and 90 days. This helps both you and the new hire stay aligned.

Example: 30/60/90-Day Success Chart

TimeframeKey GoalsMetrics to Track
30 DaysAudit existing campaigns, tools, and analyticsAudit report, KPI benchmarks
60 DaysLaunch 1–2 optimized campaignsCTR, conversions, traffic growth
90 DaysBuild and present quarterly growth strategyCPA, ROI, funnel efficiency, reporting

Conclusion: Clarity Drives Performance

Defining the role of a Digital Marketing Manager is one of the most critical steps in the hiring process—especially for non-marketers. By clarifying your business model, goals, required skill sets, and success criteria, you can set your future marketing leader up for success and avoid costly hiring mistakes.

When the role is clearly defined, you’ll not only attract the right talent, but also empower that talent to drive measurable and sustainable business growth from day one.

4. Where to Find Qualified Candidates

Finding the right Digital Marketing Manager is not just about posting a job online and waiting for applications. In 2025, the talent market is highly competitive, and skilled marketers often receive multiple offers simultaneously. For non-marketers, identifying the right recruitment channels—whether generalist platforms, niche marketing communities, or specialized agencies—is crucial for sourcing high-quality candidates efficiently.

This section outlines the best places to find qualified digital marketing managers, including job boards, professional communities, recruitment agencies (like 9cv9), and strategies to increase reach and attract top-tier talent. It also includes a comprehensive comparison matrix and examples tailored to different business stages and hiring needs.


General Job Boards and Platforms

General job platforms provide access to a large candidate pool. They are ideal for visibility but require good filtering due to high application volume.

1. LinkedIn Jobs

  • Access to active and passive job seekers
  • Advanced targeting (e.g., marketing experience, industries, locations)
  • Option to use LinkedIn Recruiter or free job posting tools

Tip: Use keywords like “digital marketing strategist”, “growth marketer”, or “performance marketing manager” for more specific searches.

2. Indeed

  • High visibility for global and local candidates
  • Offers built-in resume filtering
  • Best for mid-level marketing roles

3. Glassdoor

  • Combines job posting with employer branding
  • Attracts candidates who care about company culture and growth potential

Niche Digital Marketing Job Boards

Niche platforms attract specialized talent, often with more experience in performance marketing, content strategy, and growth-focused roles.

4. GrowthHackers Jobs

  • Community focused on experimentation, funnel optimization, and A/B testing
  • Ideal for startups and SaaS companies

5. MarketerHire

  • Pre-vetted freelance digital marketers and growth strategists
  • Great for businesses needing interim marketing leadership

6. We Work Remotely

  • Perfect for remote-first companies hiring globally
  • Attracts candidates with strong digital nomad backgrounds

Example Table: Niche Marketing Platforms Overview

PlatformCandidate TypeBest ForGlobal ReachCost
GrowthHackers JobsGrowth marketers, strategistsStartups, SaaSMedium$$
MarketerHireFreelancers, contractorsShort-term, project-basedHigh$$$
We Work RemotelyRemote marketersGlobal teams, async cultureVery High$$

Marketing Communities and Online Forums

Tapping into active digital marketing communities can help you source candidates who are highly engaged and up-to-date with the latest trends.

7. Indie Hackers

  • Active entrepreneurs and marketers looking for side gigs or full-time roles
  • Good for networking, partnerships, and marketing hires

8. Slack and Discord Groups

  • Examples: Online Geniuses, Traffic Think Tank, Demand Curve
  • Direct access to experienced marketers in curated spaces

9. Reddit (r/marketing, r/digital_marketing)

  • Informal yet insightful—ideal for sourcing freelancers or asking for referrals

Recruitment Agencies and Headhunters

For non-marketers, partnering with an experienced recruitment agency simplifies the process. These agencies can vet candidates, conduct technical screening, and ensure culture fit.

10. 9cv9 Recruitment Agency

  • Specializes in sourcing digital marketing talent across Southeast Asia, Europe, and beyond
  • Offers pre-screened, skill-assessed candidates for full-time, freelance, or contract roles
  • Efficient for businesses lacking the time or expertise to evaluate digital skills

Why Choose 9cv9:

  • Industry-specific hiring expertise in digital marketing, SEO, and performance media
  • Rapid turnaround time with personalized matching
  • Localized candidate pools in key growth regions such as Vietnam, Indonesia, Singapore, and the Philippines

Example Use Case:
A Singaporean SaaS company used 9cv9 to hire a performance marketing manager with strong LinkedIn Ads and B2B funnel optimization experience—filling the role in under 14 days.

11. Creative Circle / Vitamin T / Robert Half Marketing

  • General creative and marketing recruitment firms
  • Ideal for hiring hybrid roles (design + marketing, content + analytics)

Freelance Marketplaces (For Interim or Trial Roles)

Freelance platforms are useful when you want to test a working relationship before committing to a full-time hire.

12. Upwork

  • Large pool of global freelancers
  • Ideal for temporary campaigns, audits, or small-scale execution

13. Toptal

  • High-quality, pre-vetted freelancers
  • More expensive, but less filtering required

Candidate Sourcing Matrix: Choosing the Right Platform

Hiring ScenarioRecommended Platform(s)SpeedCandidate QualityBest For
You need a full-time, in-house DMM in 30 days9cv9, LinkedIn, GrowthHackers JobsHighVery HighScaling startups, SMEs
You need a short-term growth expertMarketerHire, Upwork, ToptalMediumHighCampaign or launch-specific roles
You have a limited hiring budgetReddit, Indie Hackers, Slack groupsMediumMediumBootstrapped or pre-revenue startups
You want to build a remote marketing teamWe Work Remotely, 9cv9, LinkedInHighVery HighGlobal-first organizations
You’re unsure how to vet technical marketing skills9cv9, Toptal, Creative CircleHighVery HighNon-technical founders or business owners

Tips to Attract High-Quality Candidates

1. Craft a Targeted Job Description

  • Clearly outline role expectations, tools used, and KPIs
  • Mention growth potential, team size, and marketing budget

2. Highlight Your Employer Brand

  • Promote your company culture on LinkedIn and Glassdoor
  • Share recent wins, product launches, or customer testimonials

3. Offer Flexibility and Autonomy

  • Many skilled digital marketers value remote work, flexible hours, and trust-based environments

4. Use Referral Networks

  • Ask your existing team, partners, and investors for recommendations
  • Offer referral bonuses for successful hires

Conclusion: Cast a Smart Net, Not a Wide One

In today’s digital-first talent landscape, hiring a Digital Marketing Manager is less about where you post and more about how strategically you source. Platforms like LinkedIn and 9cv9 offer tailored access to both general and specialized marketing talent, while communities and freelance networks provide agility and cost-efficiency.

By leveraging a combination of high-quality job platforms, niche networks, and recruitment partners like 9cv9, you can build a strong marketing foundation with a candidate who not only meets your technical needs but aligns with your company’s long-term vision.

5. How to Assess Candidates Without a Marketing Background

Hiring a Digital Marketing Manager when you don’t have a marketing background can feel daunting. However, with a structured evaluation framework, clear KPIs, and targeted assessments, non-marketers can confidently assess candidate competencies. This section offers a step-by-step guide to evaluating skills, attitude, and results—without requiring technical marketing knowledge.

It includes actionable advice, evaluation matrices, competency charts, and examples for assessing candidates based on business impact rather than buzzwords or vague jargon.


Define Clear Business Outcomes First

Before assessing candidates, you must understand what success looks like for your business. Frame your expectations in business terms—not just in marketing lingo.

Sample Marketing Objectives (Non-Marketer Friendly)

ObjectiveWhat to Look for in a Candidate
Increase website traffic by 40%Experience in SEO, paid media, or content scaling
Generate 200 marketing-qualified leads per monthKnowledge of lead generation funnels and CRM tools
Improve ROAS (Return on Ad Spend)Paid ads campaign management and performance tracking
Grow email list by 5,000 contactsEmail marketing strategy, segmentation, automation
Launch a product in 60 daysAgile campaign execution, cross-functional coordination

Tip: Instead of asking “Do you know SEO?”, ask “How would you drive traffic to a product page within 60 days with a limited budget?”


Use a Candidate Evaluation Matrix

A matrix helps you evaluate candidates objectively—even if you lack expertise in digital marketing.

Digital Marketing Candidate Evaluation Matrix

CriteriaWeight (%)Candidate ACandidate BCandidate C
Strategic thinking25%ExcellentGoodExcellent
Execution skills20%GoodExcellentGood
Data and analytics proficiency15%AverageExcellentGood
Communication clarity10%ExcellentGoodAverage
Tool familiarity10%GoodGoodExcellent
Past outcomes20%ExcellentGoodGood
Total Score100%878482

Use this framework to identify the most balanced candidate, regardless of your marketing knowledge.


Ask Business-Oriented Interview Questions

Frame questions that focus on business outcomes and problem-solving rather than marketing jargon.

Key Question Areas

  • Strategic Planning
    • “Walk me through how you’d create a 3-month marketing plan with a $10,000 budget.”
    • “How would you prioritize between content marketing and paid advertising?”
  • Execution & Channels
    • “Describe a campaign you launched. What was your process from idea to execution?”
    • “How do you decide which platforms to invest time and money in?”
  • Results & Metrics
    • “What metrics do you use to evaluate campaign success?”
    • “Can you share a case where your marketing efforts directly impacted revenue?”
  • Cross-functional Collaboration
    • “Have you worked closely with sales or product teams? How did you align efforts?”

Use Practical Assignments or Case Studies

Assignments are a great way to evaluate how candidates think, plan, and communicate.

Example Marketing Case Scenario for Interview

Case Prompt:
“You’ve just joined a B2B software company with low brand awareness and limited budget. You need to generate 100 qualified leads in 60 days. What’s your approach?”

What to Look For:

  • Clear thought process
  • Prioritization of channels
  • Budget breakdown
  • KPI selection
  • Timeline for execution

Skills You Can Assess Without Marketing Knowledge

You can evaluate transferable skills that indicate strong marketing potential and execution ability:

Key Non-Technical Skills

SkillWhat to Observe in the Interview
Problem-solvingLogical approach to handling campaigns, tools, or targeting
Strategic prioritizationCan differentiate high-ROI vs. vanity projects
Communication clarityAbility to explain complex topics in plain language
Curiosity and learningKeeps up with digital trends and marketing tech
Data-driven thinkingUses data to make decisions, not assumptions

Example: If the candidate can break down ROAS or CPC in simple business terms, they likely understand performance-driven marketing.


Use Scorecards to Standardize Interviews

Standardized scorecards help you compare candidates on the same metrics—even across different interviewers.

Example Interview Scorecard

CategoryRating (1–5)Notes
Planning & Strategy
Execution Confidence
Communication Style
Past Business Impact
Data Interpretation Skills
Cultural Fit & Mindset
Overall Recommendation

Distribute this template to any internal stakeholders joining the interview.


Ask for Specific Results, Not Tasks

Don’t let candidates simply list responsibilities. Ask them to quantify their results and impact.

Use the STAR Format (Situation – Task – Action – Result)

Bad answer: “I managed social media campaigns.”

Good answer: “I created a 3-month Instagram strategy that led to a 45% increase in engagement and brought in 500 email subscribers through gated content.”

Questions That Force Specifics

  • “What were the exact results of your last campaign?”
  • “What KPIs did you hit—or miss—and why?”
  • “How did you measure ROI in your previous role?”

Leverage External Evaluators or Agencies

If you’re still uncertain about your assessment ability, hire a consultant, fractional CMO, or agency partner to join your process.

Examples:

  • Hire a fractional CMO to sit in on second-round interviews
  • Use a marketing recruiter like 9cv9 to pre-vet and shortlist top candidates
  • Outsource a test project and compare performance across candidates

Conclusion: Focus on Logic, Impact, and Fit

Even without a marketing background, you can confidently assess digital marketing candidates by:

  • Framing interviews around business outcomes
  • Using structured scorecards and matrices
  • Prioritizing strategic thinking and results over buzzwords
  • Leveraging tools like practical case studies and external expertise when needed

By emphasizing how candidates align with your goals, values, and ability to deliver measurable results, you’ll identify the right person to lead your digital marketing—even if you’ve never run a campaign yourself.

6. Testing for Fit: Trial Projects and Assessments

Hiring a Digital Marketing Manager is a strategic decision. Resumes and interviews only offer limited insight into a candidate’s true abilities. For non-marketers, assessing practical competence, strategic thinking, and alignment with company goals becomes more effective through trial projects and structured assessments. These tests simulate real-world scenarios and provide measurable insights into a candidate’s fit for the role—both in skill and working style.

This section offers a detailed framework to implement trial-based hiring strategies with practical examples, templates, and evaluation matrices that do not require a marketing background to understand or apply.


Why Trial Projects Are Essential

Trial projects reveal more than theoretical knowledge or past accomplishments—they uncover:

  • Problem-solving approach under real constraints
  • Communication clarity with non-marketing stakeholders
  • Decision-making process with limited data
  • Creativity balanced with business practicality
  • Time management and autonomy in execution

Benefits for Non-Marketers

BenefitDescription
Realistic evaluationSee how candidates would actually approach your marketing challenges
Objective performance comparisonClear, deliverable-based review rather than relying on gut feeling
Time and cost transparencyDiscover if the candidate understands budgets and time constraints
Reduced hiring riskAvoid hiring based on charisma or jargon

How to Structure a Trial Project

A well-designed trial project mirrors your business reality while being time-bounded and focused.

Step-by-Step Structure

  1. Define the Objective
    • Align the project with one of your key business needs (e.g., “Increase leads in 30 days”)
  2. Provide Context Brief
    • Share your company’s product, audience, goals, budget constraints, and known challenges
  3. Set Deliverables
    • What you want them to submit (e.g., strategy plan, sample campaign, analytics setup)
  4. Limit Time Commitment
    • Maximum 3–6 hours; avoid asking for full-scale unpaid work
  5. Establish Evaluation Criteria
    • Use a rubric to evaluate submissions based on business logic, clarity, and strategic thinking

Examples of Trial Projects by Marketing Area

AreaTrial Project BriefDeliverables
SEO Strategy“Create a 1-month SEO plan for a new product launch page targeting B2B software buyers”Keyword research, content outline, technical checklist
Paid Advertising“Develop a Google Ads strategy with a $2,000/month budget for a service-based business”Campaign structure, ad copies, targeting plan, estimated ROI
Content Marketing“Draft a 2-week content calendar to grow organic reach for a SaaS blog”Calendar, sample blog title list, suggested promotion channels
Social Media“Plan a 7-day LinkedIn campaign to promote an upcoming webinar”Posts, visuals (if possible), CTAs, engagement approach
Analytics & Reporting“Set up a simple dashboard to track lead generation by channel using mock data”Dashboard (Excel, Google Sheets, or tool setup), summary

Sample Trial Project Brief Template

Company Overview: We are a B2B HR software provider targeting mid-sized Southeast Asian businesses.
Challenge: We are not getting enough qualified leads through our website.
Objective: Generate a 30-day marketing plan with a $3,000 budget to increase MQLs by 20%.
Deliverables:

  • Strategic overview (1 page max)
  • Marketing channel recommendation and budget breakdown
  • Mock-up of one campaign or asset (email, ad copy, landing page, etc.)
  • Key metrics to track success

Trial Assessment Rubric (Non-Marketer Friendly)

CriteriaWeight (%)Description
Strategic Thinking25%Did they identify the core challenge and align the solution with business goals?
Resource Management20%Did they make realistic use of the budget, time, and tools?
Communication & Clarity15%Is the plan clearly explained and understandable by non-marketers?
Creativity & Innovation15%Is the idea fresh, practical, and engaging?
Business Impact Orientation15%Do they tie efforts to revenue, leads, or customer outcomes?
Attention to Detail10%Are there typos, missing data, or inconsistencies?
Total Score100%Use scores from multiple reviewers to increase objectivity

Real-World Example: How a Non-Marketer Used Trial Projects

Scenario: A founder of a small B2B SaaS company without marketing experience used trial projects to choose between 3 candidates.
Trial Brief: “Design a 15-day campaign to boost signups for our free tier.”
Results:

  • Candidate A submitted flashy visuals but no concrete strategy or metrics.
  • Candidate B provided a structured plan, clear budget usage, and KPI tracking.
  • Candidate C focused heavily on organic SEO despite the short timeline.

Decision: Candidate B was hired, based on clarity, alignment with business goals, and measurable strategy—despite being less flashy in the interview.


Common Mistakes to Avoid

  • Making the test too long or vague
    • Keep scope clear and manageable
  • Expecting unpaid work that could be used commercially
    • Respect candidate time; pay for projects if reused
  • Judging by formatting or design
    • Focus on thinking and execution strategy, not aesthetics
  • Failing to standardize scoring
    • Use a rubric to avoid bias

Should You Pay for Trial Projects?

While not always mandatory, offering compensation improves candidate experience and attracts senior talent.

Trial Project Compensation Guidelines

Candidate LevelSuggested CompensationNotes
Entry-levelOptional (or $50–$100)Keep scope light; focus on thinking
Mid-level$100–$250Expect more robust deliverables
Senior-level$300–$500+Compensate for strategy depth and detail

Tip: If using 9cv9 or a similar recruitment agency, request pre-tested candidates with portfolio examples to reduce your trial workload.


Scorecard Template for Comparing Trial Projects

CandidateStrategy (25%)Budget Logic (20%)Clarity (15%)Innovation (15%)Impact Focus (15%)Detail (10%)Total
Candidate A32442367
Candidate B55535492
Candidate C44323578

Conclusion: Trial Projects Build Confidence and Clarity

For non-marketers, trial projects and structured assessments:

  • Eliminate guesswork from the hiring process
  • Reveal real-world competence and strategic insight
  • Help match the right candidate to your specific business needs
  • Allow for objective, non-technical comparison through scorecards and matrices

When designed well, trial projects are a powerful risk-reduction tool that leads to better long-term hires, especially in dynamic roles like digital marketing management.

7. Salary Expectations and Budgeting

When hiring a Digital Marketing Manager, one of the most critical factors for non-marketers to understand is how to set salary expectations and create a realistic budget for the role. Overpaying can strain your resources without guaranteed ROI, while underpaying could result in poor-quality talent or high turnover.

This section breaks down salary benchmarks, budgeting strategies, role variations, and compensation models using structured, easy-to-apply formats for non-marketing founders, CEOs, and hiring managers.


Understanding Salary Ranges by Region and Experience

Salary expectations vary greatly based on location, skillset, industry, and job responsibilities.

Sample Global Salary Benchmarks for 2025 (USD/Year)

Experience LevelUS (Remote)UK (Remote)Southeast Asia (Remote)Eastern Europe (Remote)
Junior (0–2 yrs)$45,000$35,000$10,000–$18,000$12,000–$20,000
Mid-Level (3–5 yrs)$65,000$55,000$20,000–$35,000$22,000–$38,000
Senior (6+ yrs)$90,000+$75,000+$35,000–$60,000$40,000–$65,000

Tip: Hiring remote talent from regions like Southeast Asia or Eastern Europe can be budget-efficient without compromising skill quality.


Key Factors Influencing Salary Expectations

1. Location of Hire

  • Local hires in developed markets command higher salaries due to cost of living.
  • Remote global talent offers flexibility, but rates vary by region and time zone availability.

2. Scope of Role

  • A manager handling strategy only will earn less than one overseeing strategy + execution + analytics.
  • Add-ons such as team management, budget ownership, or cross-functional leadership increase salary.

3. Type of Employment

  • Full-time employee: Higher salary expectations but more commitment and stability.
  • Freelancer or contractor: Flexible costs, typically hourly or project-based.
  • Part-time or fractional: Suitable for startups needing senior talent on a limited budget.

How to Create a Marketing Budget with Salary at the Center

Digital marketing is not just about hiring the manager—other tools, resources, and expenses are involved.

Total Cost of Hiring a Marketing Manager

ComponentPercentage of Total BudgetExample (Monthly Budget: $5,000)
Base Salary50%$2,500
Paid Advertising Budget20%$1,000
Tools & Software (e.g., SEO, Analytics)10%$500
Freelance or Specialist Support (e.g., Design, Copywriting)10%$500
Training, Courses, Upskilling5%$250
Contingency5%$250

Guideline: Budget 2x the salary to account for non-salary costs if the marketing manager is expected to execute campaigns independently.


In-House vs Outsourced: Budget Comparison Matrix

ModelBase Cost (Monthly)ProsCons
In-House (Full-Time)$3,000–$7,000Long-term strategy, brand immersionHigher overhead, slower onboarding
Freelancer (Remote)$1,000–$3,000Budget flexibility, diverse skillsetsLimited availability, less loyalty
Marketing Agency$2,500–$10,000+Plug-and-play, proven processesLess control, generic strategies
Fractional CMO (Part-Time)$2,000–$5,000Senior strategy at low costNot ideal for hands-on execution

Should You Offer Bonus, Equity, or Performance Incentives?

Incentive structures can help you attract better talent and align goals without inflating fixed salaries.

Common Compensation Add-Ons

Add-On TypeDescriptionWhen to Use It
Performance Bonus10–20% of salary for meeting specific KPIs (e.g., leads, ROI)When outcome-focused results are trackable
Equity or Profit ShareSmall stake in company or % of campaign profitsUseful in early-stage or bootstrapped startups
Upskilling BudgetMonthly training or course allowanceEncourages learning and improves team loyalty
Flexible Work OptionsRemote/hybrid schedule, 4-day workweeks, etc.Non-cash benefits to attract top-tier talent globally

Sample Digital Marketing Compensation Framework (All-Inclusive)

LevelBase Salary (Monthly)Bonuses (Monthly)Other CostsTotal Est. Monthly Cost
Entry$1,200$200$300$1,700
Mid-Level$2,500$400$500$3,400
Senior$4,000$800$700$5,500

How to Negotiate Salary as a Non-Marketer

Even without marketing knowledge, you can anchor salary discussions based on data, expectations, and outcomes.

Tips for Confident Negotiation

  • Do market research: Use benchmarks like Glassdoor, Levels.fyi, or remote salary reports.
  • Clarify deliverables: Tie compensation to actual impact (e.g., leads per month, cost per acquisition).
  • Set a salary band: Provide a range, not a fixed figure, based on experience and scope.
  • Offer perks strategically: If you can’t match salary, offer learning opportunities, remote flexibility, or performance bonuses.

Checklist: Budgeting for a Digital Marketing Hire

ItemChecked?
Defined job scope clearly
Researched salary benchmarks for relevant markets
Chosen hiring model (full-time, freelance, etc.)
Estimated total marketing cost (not just salary)
Built a compensation structure (bonus, perks)
Created a 6–12 month marketing budget forecast

Conclusion: Budget Smarter, Not Just Bigger

Hiring the right digital marketing manager doesn’t always mean offering the highest salary—it’s about aligning skills, expectations, budget, and business goals.

  • Use compensation data to avoid overpaying for underperformance.
  • Include total marketing costs when budgeting, not just the salary.
  • Offer incentives that reward results over effort.
  • Consider global talent to find high-skill professionals at sustainable costs.

With the right budgeting approach, non-marketers can build a lean, high-performing marketing engine that drives measurable growth.

8. Onboarding and Setting Up for Success

Effectively onboarding your new Digital Marketing Manager is just as critical as selecting the right candidate. A structured onboarding process accelerates performance, aligns expectations, and reduces the risk of early turnover. For non-marketing founders or executives, establishing a well-defined onboarding framework helps eliminate confusion and lays the foundation for ROI-driven marketing outcomes.

This section offers an in-depth, SEO-optimized guide to onboarding your digital marketing hire, complete with step-by-step processes, onboarding matrices, role clarity templates, and toolkits.


The Importance of a Structured Onboarding Process

Why onboarding matters:

  • Sets clear performance expectations from day one.
  • Aligns the hire with business and marketing objectives.
  • Improves ramp-up time for execution and strategy.
  • Reduces ambiguity, anxiety, and role confusion.

Key Onboarding Metrics to Track:

MetricIdeal TimelinePurpose
Time-to-Productivity30–60 daysMeasures how fast the new hire is contributing
Onboarding Satisfaction ScoreAfter 30 & 90 daysGauges the quality of onboarding process
Milestone Completion RateWeekly for first monthTracks whether early goals are met
Retention Risk AssessmentAfter 60–90 daysIdentifies red flags early on

Pre-Onboarding Checklist: What to Prepare Before Day One

Technical Setup:

  • Provide access to essential platforms:
    • Google Analytics, Google Search Console, Tag Manager
    • SEO tools: Ahrefs, SEMrush, Screaming Frog
    • Email platforms: Mailchimp, Klaviyo, or HubSpot
    • Social media schedulers: Buffer, Hootsuite, or Sprout Social
    • CMS access: WordPress, Shopify, or Webflow

Strategic Documents to Share:

  • Marketing plans, OKRs, and quarterly roadmaps
  • Brand guidelines, tone of voice, and positioning documents
  • Buyer personas and customer journey maps
  • Historical performance reports and analytics dashboards

Cultural & Operational Prep:

  • Assign an onboarding buddy or mentor
  • Schedule introductory meetings with:
    • Founders or executives
    • Sales, product, and design teams
  • Share company values and mission

30-60-90 Day Onboarding Plan for a Digital Marketing Manager

PhaseGoalsKey Activities
Day 1–30Orientation, learning, and auditing– Review all internal marketing assets
– Conduct full funnel & SEO audit
– Shadow sales/product calls
Day 31–60Initial execution and strategy alignment– Present 90-day strategy plan
– Launch low-risk campaigns
– Set up performance dashboards
Day 61–90Ownership, optimization, and reporting– Run A/B tests
– Optimize high-potential channels
– Report results to leadership

Onboarding Responsibility Matrix (RACI Framework)

TaskResponsible (R)Accountable (A)Consulted (C)Informed (I)
Tool access & credentialsIT/OperationsHiring ManagerMarketing Lead
Sharing marketing strategy documentsMarketing LeadHiring Manager
Onboarding meetings schedulingHR/AdminHR ManagerAll stakeholders
Setting 30-60-90 day goalsHiring ManagerCEO/FounderMarketing Lead
Weekly check-insHiring ManagerMarketing Lead

Essential First Week Deliverables

For the New Hire:

  • Complete a full digital presence audit (website, SEO, ads, social)
  • Create a SWOT analysis of current marketing
  • Summarize key opportunities and low-hanging fruit
  • Draft a personal development plan (skills to improve over 90 days)

For the Company:

  • Share a marketing glossary and explain key acronyms
  • Provide a “Who’s Who” of internal stakeholders
  • Offer a weekly touchpoint schedule (1:1, team syncs, etc.)
  • Assign shadowing tasks (join team meetings, observe agency calls)

Key Performance Indicators (KPIs) for Onboarding Phase

KPIMeasured ByTarget Timeline
Audit CompletionSubmission of SEO & funnel reportDay 15
Strategic Plan Delivery90-day roadmap presentationDay 30
Tool MasteryHands-on execution (e.g., email tool, CMS)Day 30–45
Early Campaign ExecutionLaunch of first owned campaignDay 45–60
First ROI ReportAnalytics summary to leadershipDay 60–90

Common Pitfalls to Avoid During Onboarding

  • Information Overload: Avoid dumping dozens of docs and expecting immediate productivity.
  • Undefined Role Expectations: Ensure clarity on strategic vs. execution responsibilities.
  • Lack of Tool Access: Delayed tool access leads to wasted onboarding weeks.
  • Siloed Team Communication: Integrate marketing with sales, product, and design from day one.
  • No Feedback Loops: Schedule structured weekly feedback meetings.

Example: 90-Day Success Snapshot Template

AreaSuccess IndicatorActual Outcome (Sample)
SEO AuditSite audit completed + opportunities listedCompleted with 12 improvement suggestions
Email MarketingFirst campaign deployed and A/B tested25% open rate, 3% CTR on campaign
Analytics SetupDashboards built in GA4 & Looker StudioConversion paths visualized
Social MediaFirst month content calendar publishedIncreased engagement by 18%
ReportingWeekly summary reports submittedDelivered to CEO and sales leader weekly

Tools to Support Onboarding Success

Tool CategoryTool ExamplesPurpose
Project ManagementAsana, Trello, ClickUpTrack onboarding tasks and marketing campaigns
Knowledge SharingNotion, Confluence, LoomDocument strategies, workflows, SOPs
CommunicationSlack, Microsoft TeamsReal-time team coordination
Marketing PerformanceGoogle Analytics, HubSpot, SEMrushEvaluate early campaign and strategy impact
Feedback & HR TrackingCulture Amp, Lattice, BambooHRCapture feedback, track performance reviews

Checklist: 10 Must-Dos to Onboard a Digital Marketing Manager

TaskCompleted?
Shared marketing roadmap and KPIs
Granted tool and account access
Scheduled key stakeholder intros
Defined 30-60-90 day plan and deliverables
Conducted full digital marketing audit
Reviewed brand guidelines and tone of voice
Hosted training on key tools and analytics platforms
Assigned first campaign or performance project
Established weekly 1:1 and team check-ins
Scheduled first formal performance review

Conclusion: Make Onboarding a Strategic Asset, Not an Afterthought

A well-designed onboarding plan ensures your new digital marketing manager is positioned for quick wins and long-term success. For non-marketers, this structured approach replaces guesswork with strategic alignment.

  • Focus on early wins, not perfection.
  • Align the hire with team culture, not just job descriptions.
  • Provide clarity on KPIs and tools from day one.
  • Treat onboarding as an investment, not an expense.

A high-performing marketer who feels empowered, informed, and integrated into the business will generate measurable ROI faster—making your onboarding strategy a direct driver of marketing success.

9. Mistakes to Avoid When Hiring

Hiring a digital marketing manager can be transformative for your business—but only if done correctly. Many non-marketers unknowingly make critical missteps that result in underperformance, misalignment, or costly turnover. This section outlines the most common hiring mistakes, complete with real-world examples, diagnostic charts, and preventative strategies, all structured for easy implementation by non-technical founders and hiring managers.


Overlooking Strategic Fit in Favor of Technical Skills

Common Pitfall:

  • Prioritizing candidates with impressive tool-specific expertise (e.g., Google Ads, Facebook Business Manager) while ignoring their ability to think strategically or align with business goals.

Why It Hurts:

  • A tactical executor without strategic vision will likely struggle in roles requiring cross-channel integration, budget planning, or long-term campaign forecasting.

Real-World Example:

  • A SaaS startup hired a certified PPC specialist who excelled in campaign management but lacked understanding of product-market fit. Result: high ad spend, low ROI, and no attribution model.

Avoid This By:

  • Asking scenario-based questions during interviews:
    • “How would you allocate a $20,000 monthly budget across SEO, paid, email, and content?”
  • Including a practical case study to test strategic thinking, not just execution.

Failing to Define Clear KPIs and Success Metrics

Common Pitfall:

  • Hiring without having predefined what “success” looks like in the role within the first 3–6 months.

Why It Hurts:

  • Without KPIs, performance evaluation becomes subjective, leading to misalignment and frustration.

KPI Alignment Matrix:

Business ObjectiveAligned Marketing KPIInterview Question to Assess Fit
Increase qualified leadsMQLs, conversion rate on landing pages“How do you optimize landing pages for conversion?”
Improve SEO visibilityOrganic traffic, keyword rankings“Walk me through an SEO campaign you led.”
Reduce CACCost-per-acquisition across channels“How do you evaluate campaign efficiency?”

Avoid This By:

  • Setting a 90-day outcome map before hiring (include metrics like traffic growth, first campaign launch, or CRM integration).

Ignoring Cultural and Cross-Team Fit

Common Pitfall:

  • Hiring based solely on credentials and experience, without assessing how well the person will collaborate across departments or adapt to your company’s culture.

Why It Hurts:

  • Digital marketing managers need to sync with product, sales, customer support, and design. A poor cultural or communication fit leads to siloed campaigns and poor alignment.

Cultural Fit Assessment Chart:

DimensionGood Fit IndicatorRed Flag
Communication StyleClear, concise, audience-tailoredJargon-heavy, overcomplicated explanations
Team CollaborationAsks about interdepartmental workflowsFocuses only on solo execution
AdaptabilityEmbraces change, agile mindsetResists feedback or iteration
Values AlignmentExpresses understanding of company missionDoesn’t reference core values or impact goals

Avoid This By:

  • Including a cross-functional interview round with sales, product, or design leads.
  • Asking questions like: “How do you collaborate with non-marketing stakeholders?”

Not Testing Real-World Execution Capabilities

Common Pitfall:

  • Relying on resumes and verbal claims without validating execution ability through tasks or assessments.

Why It Hurts:

  • A candidate might speak well about strategy but fail to deliver when executing under constraints (time, budget, tools).

Recommended Assessment Framework:

Task TypeObjectiveSample Assignment
Campaign AuditEvaluate analytical & diagnostic skills“Audit our existing Facebook campaign and suggest fixes.”
Strategy ProposalAssess planning and prioritization“Design a 3-month SEO strategy for our blog.”
Funnel OptimizationTest conversion thinking“Optimize this email funnel for better retention.”

Avoid This By:

  • Assigning a short practical task with a 48-hour deadline.
  • Scoring execution on clarity, logic, impact, and creativity.

Overemphasizing Industry Experience Instead of Transferable Skills

Common Pitfall:

  • Restricting candidates to those with direct experience in your niche (e.g., only hiring someone who’s worked in fintech if you’re a fintech company).

Why It Hurts:

  • Limits your talent pool. Strong marketers often bring proven frameworks from other industries that can be tailored to yours.

Comparative Skills Matrix:

Skill CategoryTransferable Across Industries?Why It Matters
SEO and SEMYesPlatforms and algorithms are largely universal
Funnel StrategyYesPrinciples of AIDA, CRO, retention apply broadly
Martech Stack ExperiencePartiallyTools may differ, but learning curves are short
Regulatory ComplianceNoSpecific to industries like healthcare or finance

Avoid This By:

  • Focusing on problem-solving logic and strategy rationale during interviews, not industry jargon or vertical familiarity.

Not Verifying Data Literacy and Reporting Proficiency

Common Pitfall:

  • Hiring someone who lacks the ability to work with data or translate performance metrics into insights and actions.

Why It Hurts:

  • Without data fluency, marketing decisions become speculative rather than evidence-based.

Digital Marketing Data Fluency Checklist:

CapabilityMust-Have?Sample Interview Task
GA4 ProficiencyYes“Walk me through a user journey in GA4.”
Funnel ReportingYes“Map top-to-bottom funnel metrics for a campaign.”
Attribution ModelingYes“Explain how you determine channel effectiveness.”
Dashboard Creation (e.g., Looker)Preferred“Show a dashboard you’ve built before.”

Avoid This By:

  • Reviewing a portfolio of dashboards or reports during the interview.
  • Asking candidates to interpret real data sets.

Hiring for Trends, Not Long-Term Value

Common Pitfall:

  • Prioritizing skills tied to a trendy tactic (e.g., TikTok ads, AI content tools) rather than hiring someone who understands long-term brand building and multi-channel strategy.

Why It Hurts:

  • Trend-chasing leads to fragmented efforts and short-lived wins, rather than scalable growth.

Trend vs Strategy Table:

Short-Term TrendLong-Term Strategy Counterpart
Reels and ShortsFull-funnel video marketing
AI-generated contentSEO content strategy with human QA
ChatGPT-powered chatbotsConversion rate optimization (CRO)
Meme marketingBrand storytelling framework

Avoid This By:

  • Asking “Where do you see this tactic fitting into a larger strategy?”
  • Favoring candidates who think in terms of goals, not just tools.

Skipping Reference Checks or Relying on Fluff

Common Pitfall:

  • Skipping the reference call or asking vague questions like “Were they a good employee?”

Why It Hurts:

  • You miss valuable insights into how the candidate behaves under pressure, deals with failure, or contributes to team success.

Effective Reference Questions:

Area of FocusSample Question
Strategic Thinking“Can you give an example of a campaign they built from scratch?”
Communication & Leadership“How did they handle pushback from leadership or peers?”
Accountability“How did they respond when a campaign underperformed?”
Collaboration“Were they effective across departments?”

Avoid This By:

  • Calling at least two references and asking targeted, behavioral questions.
  • Listening for patterns or contradictions in responses.

Conclusion: Avoiding Mistakes is as Important as Making the Right Hire

Hiring a digital marketing manager is a high-impact decision. The wrong hire costs time, morale, and money. By being aware of—and proactively avoiding—these common mistakes, non-marketers can dramatically increase their chances of selecting the right individual who delivers strategic growth and measurable results.

Summary Table: Top 10 Mistakes to Avoid

MistakeConsequencePrevention Strategy
Hiring for tools, not strategyShallow execution, no strategic growthUse scenario-based interviews
No clear KPIs or performance goalsMisaligned expectationsSet metrics pre-hire
Ignoring cultural and cross-team compatibilityCollaboration breakdownCross-functional interviews
Skipping practical assignmentsLack of execution proofAssign real-world case studies
Overemphasizing niche experienceMissed talent from other industriesFocus on skills transferability
Poor assessment of data literacyGut-feel decisionsInclude GA4, dashboard, and attribution tasks
Hiring based on fads or trendy skillsShort-lived campaign successFocus on long-term brand growth
Neglecting reference checksBlind spots on past performanceCall at least two past managers
Rushing the process due to urgencyIncreased hiring riskFollow structured, multi-step hiring process
Not involving other departments in interviewsRole misalignmentSchedule panel interviews

A thoughtful, mistake-aware hiring approach isn’t just a defensive strategy—it’s a competitive advantage.

Conclusion

Hiring a digital marketing manager may seem daunting when you don’t have a marketing background, but it’s entirely achievable with the right strategy, structure, and mindset. As digital marketing continues to shape the future of business growth, having the right person in this role can mean the difference between stagnation and scalable success.

This guide has walked you through each critical phase of the hiring process—from understanding the role itself, to knowing when to hire, defining the position based on your goals, identifying the best recruitment sources, assessing candidates effectively without being a subject matter expert, and establishing trial assessments to ensure the right fit. It has also covered realistic budgeting considerations, onboarding strategies, and common pitfalls to avoid.

Key Takeaways

  • Understanding the Role: A digital marketing manager is more than a tactician. They are a strategic leader who connects brand, content, performance, analytics, and customer experience across multiple digital channels.
  • Recognizing the Right Time to Hire: Businesses often wait too long to bring in digital expertise. If your brand is growing, your digital channels are underperforming, or you need a consistent inbound lead flow, the time to hire is now.
  • Tailoring the Role to Your Needs: Avoid generic job descriptions. Define goals, KPIs, and the type of campaigns or platforms your business needs to win on. This sharpens your recruitment process and attracts aligned candidates.
  • Finding the Right Candidates: Use a combination of job boards, digital marketing communities, and specialized agencies like 9cv9 Recruitment Agency to discover top-tier talent both locally and internationally.
  • Assessing Without Being an Expert: Even non-marketers can evaluate candidates effectively using outcome-based interview questions, logical case studies, sample projects, and structured scorecards.
  • Testing for Fit: Short-term projects, paid assessments, and skill simulations allow you to evaluate not just knowledge, but real-world performance and culture compatibility.
  • Budgeting and Compensation: Understand current salary benchmarks by region and role complexity. Balance fixed salaries with performance-based incentives to attract and retain high-performers.
  • Effective Onboarding: Success doesn’t stop at hiring. Develop a 90-day onboarding plan, provide access to tools and data, align on KPIs, and schedule regular check-ins to accelerate their impact.
  • Avoiding Common Pitfalls: Don’t rush the hire, rely solely on resumes, overlook culture fit, or ignore ongoing support. These mistakes can lead to costly mis-hires.

Final Thoughts

A digital marketing manager is not just another hire—they are a key growth partner. And while marketing may not be your expertise, understanding how to approach the hiring process methodically can set your business up for long-term digital success.

The right digital marketing manager can help you:

  • Craft high-converting campaigns
  • Grow your brand visibility
  • Optimize your return on ad spend
  • Build a data-driven strategy for scalable growth

As the digital marketing landscape becomes more sophisticated with AI, automation, and performance metrics driving every decision, having the right leader in place ensures that your business doesn’t just keep up—but gets ahead.

Use this guide not only as a hiring manual but as a strategic blueprint to future-proof your business in the digital era. The time to act is now. Equip yourself with the insights, tools, and frameworks presented here, and hire your next digital marketing manager with confidence, clarity, and a clear roadmap to results.

If you are looking for a top-class digital marketer, then book a free consultation slot here.

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People also ask

What is a digital marketing manager?

A digital marketing manager oversees online marketing campaigns, manages digital channels, and develops strategies to grow a company’s online presence.

Why do I need a digital marketing manager?

A digital marketing manager ensures your business is visible online, drives traffic, increases conversions, and builds your brand in competitive markets.

When should I hire a digital marketing manager?

Hire one when you lack internal marketing expertise, want to scale online efforts, or see declining ROI from your current digital strategies.

How much experience should a digital marketing manager have?

Look for candidates with 3–5 years of relevant experience, including hands-on campaign management and leadership in cross-channel strategies.

What skills should I look for in a digital marketing manager?

Key skills include SEO, PPC, analytics, email marketing, content strategy, social media management, and team collaboration.

How do I write a job description for a digital marketing manager?

Clearly outline goals, responsibilities, required skills, tools, KPIs, and company culture to attract the right candidates.

Where can I find qualified digital marketing managers?

Try LinkedIn, Indeed, 9cv9 Recruitment Agency, marketing-specific job boards, and professional networking groups.

How can I assess digital marketing candidates if I’m not a marketer?

Use trial projects, ask performance-based questions, check past campaign results, and consult a recruiter or marketing advisor.

Should I hire in-house or outsource digital marketing?

Hire in-house for long-term strategy and brand alignment. Outsource for project-based work, lower costs, or temporary support.

What should I ask in an interview with a marketing candidate?

Ask about campaign ROI, tools used, target audience insights, budget management, and how they handle marketing challenges.

How much should I pay a digital marketing manager?

Salaries vary by location and experience but typically range from $60,000 to $120,000 annually in competitive markets.

What tools should a digital marketing manager know?

They should be familiar with Google Analytics, SEMrush, HubSpot, Facebook Ads Manager, Mailchimp, and CMS platforms like WordPress.

Can a digital marketing manager work remotely?

Yes, many digital marketing tasks are online, making remote work feasible with strong communication and project management tools.

What’s the difference between a marketing manager and a digital marketing manager?

Marketing managers oversee all marketing, including offline. Digital marketing managers focus solely on online marketing channels.

How long does it take to find the right digital marketing manager?

It can take 4–8 weeks depending on job market conditions, clarity of your job description, and the sourcing channels you use.

What are the common hiring mistakes to avoid?

Avoid unclear job roles, hiring based on buzzwords, skipping technical assessments, or choosing culture over performance.

How do I define the marketing role for my business?

Start by identifying your business goals, target audience, marketing gaps, and the digital channels you want to prioritize.

Should I hire a generalist or specialist digital marketing manager?

Hire a generalist for startups or small teams; specialists are better if you already have a broader marketing department.

What are red flags when hiring a digital marketing manager?

Overuse of jargon, vague campaign results, lack of strategic thinking, or no measurable data from past work are major red flags.

What performance metrics should I expect from a digital marketing manager?

Expect metrics like website traffic growth, lead generation, conversion rates, ad ROI, email open rates, and audience engagement.

How can I onboard a digital marketing manager successfully?

Provide clear goals, access to tools, a brand style guide, audience data, and regular check-ins during the first 90 days.

What certifications should a marketing manager have?

Look for certifications from Google (Ads, Analytics), HubSpot, Meta Blueprint, and other credible digital marketing platforms.

Can I use a recruitment agency to find digital marketers?

Yes, agencies like 9cv9 specialize in sourcing and screening digital marketing talent suited to your industry and needs.

How do I evaluate a digital marketing portfolio?

Check for case studies, campaign results, performance metrics, tools used, and the relevance of industries or niches they’ve worked in.

Is it okay to ask for a trial project before hiring?

Yes, trial projects are a smart way to evaluate real-world skills, strategic thinking, and attention to detail before committing.

What KPIs should I use to measure marketing success?

Track KPIs like cost per acquisition, return on ad spend, bounce rate, engagement rate, and customer lifetime value.

Should my marketing manager handle social media?

Yes, unless you have a dedicated social media team, they should manage strategy, content planning, and performance tracking.

Can I hire someone without a marketing degree?

Yes, practical experience, proven results, and continuous learning often matter more than formal degrees in this field.

What’s the difference between junior and senior digital marketers?

Junior marketers execute tasks with supervision; senior marketers develop strategy, manage teams, and drive high-level performance.

How can I ensure a good long-term hire?

Align on expectations early, offer career growth opportunities, create a strong onboarding process, and prioritize cultural fit.