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.

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
- What Does a Digital Marketing Manager Do?
- When Should You Hire a Digital Marketing Manager?
- How to Define the Role for Your Business
- Where to Find Qualified Candidates
- How to Assess Candidates Without a Marketing Background
- Testing for Fit: Trial Projects and Assessments
- Salary Expectations and Budgeting
- Onboarding and Setting Up for Success
- 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
Platform | Ideal For | Average CPC | Targeting Capabilities |
---|---|---|---|
Google Ads | High-intent search queries | $1–$2 | Keywords, location, device |
Facebook Ads | Brand awareness, B2C | $0.50–$1.50 | Interests, behaviors, custom |
LinkedIn Ads | B2B lead generation | $5–$9 | Job 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
Channel | KPI | Goal (Monthly) | Tools Used |
---|---|---|---|
SEO | Organic Traffic | 20,000 sessions | Google Search Console |
PPC | Cost per Acquisition (CPA) | <$40 | Google Ads, Meta Ads |
Email Marketing | Open Rate | >30% | Mailchimp, HubSpot |
Social Media | Engagement 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
Category | Tools Commonly Used | Purpose |
---|---|---|
SEO | Ahrefs, SEMrush, Screaming Frog | Audit, keyword research, tracking |
Analytics | Google Analytics, Hotjar, Looker Studio | Data analysis and performance insights |
Email Marketing | Mailchimp, Klaviyo, ActiveCampaign | Automated emails and campaign flows |
CRM & Lead Gen | HubSpot, Salesforce, Pipedrive | Contact management and nurturing |
Ad Management | Google Ads, Facebook Business Manager | Paid media strategy execution |
Social Scheduling | Buffer, Hootsuite, Sprout Social | Content scheduling and monitoring |
Digital Marketing Manager vs. Other Marketing Roles
Comparison Matrix
Role | Strategic Planning | Execution | Analytics | Leadership | Typical Focus |
---|---|---|---|---|---|
Digital Marketing Manager | High | High | High | Medium | Multi-channel strategy |
Marketing Director | Very High | Low | High | Very High | Company-wide marketing vision |
SEO Specialist | Low | High | Medium | Low | Organic search growth |
PPC Specialist | Medium | High | High | Low | Paid advertising performance |
Content Marketer | Medium | High | Medium | Low | Blogging, 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 Situation | Ideal Time to Hire DMM | Priority Level |
---|---|---|
Scaling a startup beyond MVP | Pre- or post-Series A | High |
Launching an eCommerce brand | Pre-launch | High |
Shifting from traditional to digital marketing | At start of transition | Medium |
Inconsistent lead flow from existing efforts | Immediately | High |
Planning international expansion | 6 months in advance | High |
Outsourcing too many disjointed tasks | Once budget allows | Medium |
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
Option | Pros | Cons | Best For |
---|---|---|---|
In-House DMM | Dedicated strategy, deep brand knowledge, long-term ROI | Higher fixed cost, time-consuming hire | Mid-size to large companies, scaling startups |
Freelancer | Flexible, affordable, skill-specific | Limited bandwidth, lacks big-picture strategy | Short-term projects, budget-conscious SMBs |
Agency | Full-stack expertise, rapid execution | Expensive, less personal attention | Campaign 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 Element | Estimated 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 Stage | Marketing Objective | Hiring Recommendation |
---|---|---|
Pre-Launch | Build awareness, develop messaging | Outsource or fractional DMM |
Early Traction | Optimize CAC, start lead generation | Hire full-time or hybrid DMM |
Growth & Scaling | Channel scaling, team building | Full-time DMM + specialists |
Mature Business | Retention, brand equity, global reach | Senior 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 Type | Primary Focus | Required DMM Strengths |
---|---|---|
eCommerce | Conversion rate, AOV, ROAS | Paid ads, CRO, email marketing |
B2B SaaS | Lead generation, funnel nurture | SEO, LinkedIn ads, automation |
Local Service Business | Local visibility, bookings | Local SEO, Google Business Profile, PPC |
Media/Content | Traffic growth, audience retention | SEO, content strategy, social growth |
Marketplace/Platform | User acquisition and retention | Multi-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
Objective | Role Responsibilities |
---|---|
Grow website traffic by 40% in 6 months | SEO 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 Area | Essential If You Want To… | Priority Level |
---|---|---|
SEO & Content | Drive consistent organic traffic | High |
Paid Ads | Scale acquisition through Google/Facebook/LinkedIn | High |
Email Marketing | Nurture leads and increase LTV | Medium |
Data & Analytics | Make data-driven decisions and track ROI | High |
Funnel Optimization | Improve conversion rates and lower CAC | Medium |
Strategy & Planning | Align marketing with growth objectives | Very 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
Title | Best For | Scope | Experience Needed |
---|---|---|---|
Digital Marketing Specialist | Campaign execution only | Tactical, narrow | 1–3 years |
Digital Marketing Manager | Strategic and tactical blend | Full-funnel, multi-channel | 3–6 years |
Growth Marketing Manager | Metrics-obsessed experimentation | CRO, A/B testing, analytics | 3–7 years |
Head of Digital Marketing | Leading a marketing team | Team leadership, forecasting | 7+ 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
Timeframe | Key Goals | Metrics to Track |
---|---|---|
30 Days | Audit existing campaigns, tools, and analytics | Audit report, KPI benchmarks |
60 Days | Launch 1–2 optimized campaigns | CTR, conversions, traffic growth |
90 Days | Build and present quarterly growth strategy | CPA, 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
Platform | Candidate Type | Best For | Global Reach | Cost |
---|---|---|---|---|
GrowthHackers Jobs | Growth marketers, strategists | Startups, SaaS | Medium | $$ |
MarketerHire | Freelancers, contractors | Short-term, project-based | High | $$$ |
We Work Remotely | Remote marketers | Global teams, async culture | Very 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 Scenario | Recommended Platform(s) | Speed | Candidate Quality | Best For |
---|---|---|---|---|
You need a full-time, in-house DMM in 30 days | 9cv9, LinkedIn, GrowthHackers Jobs | High | Very High | Scaling startups, SMEs |
You need a short-term growth expert | MarketerHire, Upwork, Toptal | Medium | High | Campaign or launch-specific roles |
You have a limited hiring budget | Reddit, Indie Hackers, Slack groups | Medium | Medium | Bootstrapped or pre-revenue startups |
You want to build a remote marketing team | We Work Remotely, 9cv9, LinkedIn | High | Very High | Global-first organizations |
You’re unsure how to vet technical marketing skills | 9cv9, Toptal, Creative Circle | High | Very High | Non-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)
Objective | What 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 month | Knowledge 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 contacts | Email marketing strategy, segmentation, automation |
Launch a product in 60 days | Agile 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
Criteria | Weight (%) | Candidate A | Candidate B | Candidate C |
---|---|---|---|---|
Strategic thinking | 25% | Excellent | Good | Excellent |
Execution skills | 20% | Good | Excellent | Good |
Data and analytics proficiency | 15% | Average | Excellent | Good |
Communication clarity | 10% | Excellent | Good | Average |
Tool familiarity | 10% | Good | Good | Excellent |
Past outcomes | 20% | Excellent | Good | Good |
Total Score | 100% | 87 | 84 | 82 |
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
Skill | What to Observe in the Interview |
---|---|
Problem-solving | Logical approach to handling campaigns, tools, or targeting |
Strategic prioritization | Can differentiate high-ROI vs. vanity projects |
Communication clarity | Ability to explain complex topics in plain language |
Curiosity and learning | Keeps up with digital trends and marketing tech |
Data-driven thinking | Uses 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
Category | Rating (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
Benefit | Description |
---|---|
Realistic evaluation | See how candidates would actually approach your marketing challenges |
Objective performance comparison | Clear, deliverable-based review rather than relying on gut feeling |
Time and cost transparency | Discover if the candidate understands budgets and time constraints |
Reduced hiring risk | Avoid 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
- Define the Objective
- Align the project with one of your key business needs (e.g., “Increase leads in 30 days”)
- Provide Context Brief
- Share your company’s product, audience, goals, budget constraints, and known challenges
- Set Deliverables
- What you want them to submit (e.g., strategy plan, sample campaign, analytics setup)
- Limit Time Commitment
- Maximum 3–6 hours; avoid asking for full-scale unpaid work
- Establish Evaluation Criteria
- Use a rubric to evaluate submissions based on business logic, clarity, and strategic thinking
Examples of Trial Projects by Marketing Area
Area | Trial Project Brief | Deliverables |
---|---|---|
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)
Criteria | Weight (%) | Description |
---|---|---|
Strategic Thinking | 25% | Did they identify the core challenge and align the solution with business goals? |
Resource Management | 20% | Did they make realistic use of the budget, time, and tools? |
Communication & Clarity | 15% | Is the plan clearly explained and understandable by non-marketers? |
Creativity & Innovation | 15% | Is the idea fresh, practical, and engaging? |
Business Impact Orientation | 15% | Do they tie efforts to revenue, leads, or customer outcomes? |
Attention to Detail | 10% | Are there typos, missing data, or inconsistencies? |
Total Score | 100% | 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 Level | Suggested Compensation | Notes |
---|---|---|
Entry-level | Optional (or $50–$100) | Keep scope light; focus on thinking |
Mid-level | $100–$250 | Expect 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
Candidate | Strategy (25%) | Budget Logic (20%) | Clarity (15%) | Innovation (15%) | Impact Focus (15%) | Detail (10%) | Total |
---|---|---|---|---|---|---|---|
Candidate A | 3 | 2 | 4 | 4 | 2 | 3 | 67 |
Candidate B | 5 | 5 | 5 | 3 | 5 | 4 | 92 |
Candidate C | 4 | 4 | 3 | 2 | 3 | 5 | 78 |
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 Level | US (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
Component | Percentage of Total Budget | Example (Monthly Budget: $5,000) |
---|---|---|
Base Salary | 50% | $2,500 |
Paid Advertising Budget | 20% | $1,000 |
Tools & Software (e.g., SEO, Analytics) | 10% | $500 |
Freelance or Specialist Support (e.g., Design, Copywriting) | 10% | $500 |
Training, Courses, Upskilling | 5% | $250 |
Contingency | 5% | $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
Model | Base Cost (Monthly) | Pros | Cons |
---|---|---|---|
In-House (Full-Time) | $3,000–$7,000 | Long-term strategy, brand immersion | Higher overhead, slower onboarding |
Freelancer (Remote) | $1,000–$3,000 | Budget flexibility, diverse skillsets | Limited availability, less loyalty |
Marketing Agency | $2,500–$10,000+ | Plug-and-play, proven processes | Less control, generic strategies |
Fractional CMO (Part-Time) | $2,000–$5,000 | Senior strategy at low cost | Not 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 Type | Description | When to Use It |
---|---|---|
Performance Bonus | 10–20% of salary for meeting specific KPIs (e.g., leads, ROI) | When outcome-focused results are trackable |
Equity or Profit Share | Small stake in company or % of campaign profits | Useful in early-stage or bootstrapped startups |
Upskilling Budget | Monthly training or course allowance | Encourages learning and improves team loyalty |
Flexible Work Options | Remote/hybrid schedule, 4-day workweeks, etc. | Non-cash benefits to attract top-tier talent globally |
Sample Digital Marketing Compensation Framework (All-Inclusive)
Level | Base Salary (Monthly) | Bonuses (Monthly) | Other Costs | Total 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
Item | Checked? |
---|---|
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:
Metric | Ideal Timeline | Purpose |
---|---|---|
Time-to-Productivity | 30–60 days | Measures how fast the new hire is contributing |
Onboarding Satisfaction Score | After 30 & 90 days | Gauges the quality of onboarding process |
Milestone Completion Rate | Weekly for first month | Tracks whether early goals are met |
Retention Risk Assessment | After 60–90 days | Identifies 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
Phase | Goals | Key Activities |
---|---|---|
Day 1–30 | Orientation, learning, and auditing | – Review all internal marketing assets – Conduct full funnel & SEO audit – Shadow sales/product calls |
Day 31–60 | Initial execution and strategy alignment | – Present 90-day strategy plan – Launch low-risk campaigns – Set up performance dashboards |
Day 61–90 | Ownership, optimization, and reporting | – Run A/B tests – Optimize high-potential channels – Report results to leadership |
Onboarding Responsibility Matrix (RACI Framework)
Task | Responsible (R) | Accountable (A) | Consulted (C) | Informed (I) |
---|---|---|---|---|
Tool access & credentials | IT/Operations | Hiring Manager | Marketing Lead | |
Sharing marketing strategy documents | Marketing Lead | Hiring Manager | ||
Onboarding meetings scheduling | HR/Admin | HR Manager | All stakeholders | |
Setting 30-60-90 day goals | Hiring Manager | CEO/Founder | Marketing Lead | |
Weekly check-ins | Hiring Manager | Marketing 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
KPI | Measured By | Target Timeline |
---|---|---|
Audit Completion | Submission of SEO & funnel report | Day 15 |
Strategic Plan Delivery | 90-day roadmap presentation | Day 30 |
Tool Mastery | Hands-on execution (e.g., email tool, CMS) | Day 30–45 |
Early Campaign Execution | Launch of first owned campaign | Day 45–60 |
First ROI Report | Analytics summary to leadership | Day 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
Area | Success Indicator | Actual Outcome (Sample) |
---|---|---|
SEO Audit | Site audit completed + opportunities listed | Completed with 12 improvement suggestions |
Email Marketing | First campaign deployed and A/B tested | 25% open rate, 3% CTR on campaign |
Analytics Setup | Dashboards built in GA4 & Looker Studio | Conversion paths visualized |
Social Media | First month content calendar published | Increased engagement by 18% |
Reporting | Weekly summary reports submitted | Delivered to CEO and sales leader weekly |
Tools to Support Onboarding Success
Tool Category | Tool Examples | Purpose |
---|---|---|
Project Management | Asana, Trello, ClickUp | Track onboarding tasks and marketing campaigns |
Knowledge Sharing | Notion, Confluence, Loom | Document strategies, workflows, SOPs |
Communication | Slack, Microsoft Teams | Real-time team coordination |
Marketing Performance | Google Analytics, HubSpot, SEMrush | Evaluate early campaign and strategy impact |
Feedback & HR Tracking | Culture Amp, Lattice, BambooHR | Capture feedback, track performance reviews |
Checklist: 10 Must-Dos to Onboard a Digital Marketing Manager
Task | Completed? |
---|---|
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 Objective | Aligned Marketing KPI | Interview Question to Assess Fit |
---|---|---|
Increase qualified leads | MQLs, conversion rate on landing pages | “How do you optimize landing pages for conversion?” |
Improve SEO visibility | Organic traffic, keyword rankings | “Walk me through an SEO campaign you led.” |
Reduce CAC | Cost-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:
Dimension | Good Fit Indicator | Red Flag |
---|---|---|
Communication Style | Clear, concise, audience-tailored | Jargon-heavy, overcomplicated explanations |
Team Collaboration | Asks about interdepartmental workflows | Focuses only on solo execution |
Adaptability | Embraces change, agile mindset | Resists feedback or iteration |
Values Alignment | Expresses understanding of company mission | Doesn’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 Type | Objective | Sample Assignment |
---|---|---|
Campaign Audit | Evaluate analytical & diagnostic skills | “Audit our existing Facebook campaign and suggest fixes.” |
Strategy Proposal | Assess planning and prioritization | “Design a 3-month SEO strategy for our blog.” |
Funnel Optimization | Test 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 Category | Transferable Across Industries? | Why It Matters |
---|---|---|
SEO and SEM | Yes | Platforms and algorithms are largely universal |
Funnel Strategy | Yes | Principles of AIDA, CRO, retention apply broadly |
Martech Stack Experience | Partially | Tools may differ, but learning curves are short |
Regulatory Compliance | No | Specific 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:
Capability | Must-Have? | Sample Interview Task |
---|---|---|
GA4 Proficiency | Yes | “Walk me through a user journey in GA4.” |
Funnel Reporting | Yes | “Map top-to-bottom funnel metrics for a campaign.” |
Attribution Modeling | Yes | “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 Trend | Long-Term Strategy Counterpart |
---|---|
Reels and Shorts | Full-funnel video marketing |
AI-generated content | SEO content strategy with human QA |
ChatGPT-powered chatbots | Conversion rate optimization (CRO) |
Meme marketing | Brand 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 Focus | Sample 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
Mistake | Consequence | Prevention Strategy |
---|---|---|
Hiring for tools, not strategy | Shallow execution, no strategic growth | Use scenario-based interviews |
No clear KPIs or performance goals | Misaligned expectations | Set metrics pre-hire |
Ignoring cultural and cross-team compatibility | Collaboration breakdown | Cross-functional interviews |
Skipping practical assignments | Lack of execution proof | Assign real-world case studies |
Overemphasizing niche experience | Missed talent from other industries | Focus on skills transferability |
Poor assessment of data literacy | Gut-feel decisions | Include GA4, dashboard, and attribution tasks |
Hiring based on fads or trendy skills | Short-lived campaign success | Focus on long-term brand growth |
Neglecting reference checks | Blind spots on past performance | Call at least two past managers |
Rushing the process due to urgency | Increased hiring risk | Follow structured, multi-step hiring process |
Not involving other departments in interviews | Role misalignment | Schedule 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.