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Key Responsibilities and Required Skills for Integrated Marketing Manager

💰 $ - $

MarketingIntegrated MarketingDigital MarketingCampaign Management

🎯 Role Definition

An Integrated Marketing Manager owns the planning, activation, measurement, and optimization of cross-channel marketing programs that drive brand awareness, pipeline, and revenue. This role blends strategic planning with hands-on execution across paid, owned, and earned channels (digital advertising, email/CRM, content, social, events, partnerships, and PR), and requires close collaboration with product, sales, creative, analytics, and external agency partners. The Integrated Marketing Manager translates business objectives into coordinated omnichannel campaigns, establishes clear KPIs and attribution frameworks, and iterates rapidly based on data to maximize ROI.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator (Digital / Integrated)
  • Digital Marketing Specialist / Paid Media Specialist
  • Brand Marketing Specialist

Advancement To:

  • Senior Integrated Marketing Manager
  • Marketing Director (Digital or Integrated)
  • Head of Demand Generation

Lateral Moves:

  • Product Marketing Manager
  • Growth Marketing Manager
  • Content Marketing Manager

Core Responsibilities

Primary Functions

  • Develop, own, and execute integrated marketing campaign strategies that align to corporate objectives (brand, demand, retention), incorporating paid media, organic social, email/CRM, content marketing, SEO/SEM, events, and PR to deliver measurable business outcomes.
  • Plan and manage the full campaign lifecycle — from audience segmentation and creative brief development to media planning, trafficking, execution and post-campaign analysis — ensuring on-time delivery and budget adherence.
  • Build cross-channel media plans and optimize media mix to maximize reach, efficiency, and conversion across platforms including Google Ads, Meta, LinkedIn, programmatic DSPs, and connected TV when applicable.
  • Lead development of creative assets and channel-specific messaging by writing clear creative briefs, collaborating with internal design/content teams and external agencies, and ensuring brand consistency across channels.
  • Manage email and CRM programs (list segmentation, nurture journeys, lifecycle campaigns) to drive lead generation, lead nurturing, customer onboarding and retention using platforms such as HubSpot, Marketo, Pardot or equivalent.
  • Define campaign KPIs (MQLs, SQLs, CAC, CPL, CTR, conversion rate, revenue influenced), build dashboards to report performance, and present weekly/monthly insights and recommendations to marketing leadership and cross-functional stakeholders.
  • Implement and maintain tracking and measurement frameworks (UTM strategies, conversion pixels, server-side tracking) to ensure unified cross-channel performance data and reliable attribution.
  • Oversee marketing automation workflows, triggers and scoring models to improve lead quality and handoffs to Sales; iterate on playbooks to increase lead-to-opportunity conversion.
  • Conduct A/B and multivariate tests on creatives, subject lines, landing pages, and audience segments; apply statistical rigor to improve conversion rates and campaign efficiency.
  • Partner closely with Sales and Product teams to develop integrated go-to-market plans for product launches, feature releases, pricing changes, and promotional campaigns, translating product value into compelling messaging and offers.
  • Manage and optimize landing pages and conversion funnels (UX CRO best practices) in collaboration with web/product teams to reduce friction and increase lead capture and ecommerce conversions.
  • Lead agency relationships and vendor partners — negotiate scopes, manage deliverables, evaluate performance, and ensure external resources meet timelines and budgets.
  • Create and maintain integrated campaign calendars, media budgets, and production timelines to coordinate launches across creative, PR, partnerships, and events.
  • Own competitive and market analysis to inform positioning, channel prioritization, and campaign differentiation, reporting findings and recommendations to senior stakeholders.
  • Drive demand generation programs including ABM initiatives, paid acquisition, partnerships/co-marketing, and influencer engagements to expand reach and generate qualified pipeline.
  • Align messaging and creative with SEO best practices, providing content briefs and keyword guidance to content teams to improve organic discoverability and search performance.
  • Develop and present post-campaign ROI analyses, lifecycle attribution modeling, and incremental lift studies to quantify marketing impact on pipeline and revenue.
  • Mentor junior marketing team members and contractors, providing guidance on campaign execution, reporting, and agency/vendor management.
  • Ensure compliance with privacy regulations and best practices (GDPR, CCPA, cookie consent) across tracking, data collection, and targeted advertising tactics.
  • Create documentation of campaign processes, playbooks, and templates to improve repeatability, scale, and knowledge transfer across the marketing organization.
  • Act as the brand steward for campaign execution, verifying that visual and verbal identity, tone, and legal requirements are consistently applied across all touchpoints.

Secondary Functions

  • Support ad-hoc performance requests and exploratory marketing analytics to answer cross-functional questions and unblock GTM initiatives.
  • Contribute to the marketing strategy and roadmap by providing channel-level forecasts, capacity planning, and input on technology stack enhancements.
  • Collaborate with business units and product marketing to translate product value propositions into campaign-ready propositions and go-to-market materials.
  • Participate in sprint planning and agile ceremonies within the marketing operations and creative teams to prioritize campaign work and resource allocation.
  • Drive partner and co-marketing programs including joint webinars, content syndication, and channel partner enablement to amplify reach.
  • Coordinate event marketing plans (virtual and in-person) including pre-event demand capture, onsite brand experience, and post-event follow-up campaigns to convert attendees to pipeline.
  • Lead creative post-mortems and continuous improvement sessions to capture learnings and operationalize best practices across future campaigns.
  • Provide input on marketing stack purchases and integrations (analytics, DSP, CDP) based on campaign measurement gaps and operational bottlenecks.
  • Support gated content strategy development, including whitepapers, case studies, and thought leadership, and manage distribution plans to maximize lead velocity.
  • Contribute to C-suite and board-level marketing reporting that ties campaign performance to business outcomes and long-term brand equity.

Required Skills & Competencies

Hard Skills (Technical)

  • Cross-channel campaign planning and execution (paid, owned, earned, programmatic, social, email/CRM, SEO/SEM).
  • Marketing automation platforms: Marketo, HubSpot, Pardot, Eloqua — workflow building, lead scoring, and segmentation.
  • Ad platforms and paid media management: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager, programmatic DSPs.
  • Analytics and reporting: Google Analytics (GA4), Adobe Analytics, Looker, Tableau, Power BI; building dashboards and measurement frameworks.
  • Tracking and attribution: UTM strategy, pixel management, server-side tracking, data layer governance, and multi-touch attribution modeling.
  • Conversion rate optimization (CRO): landing page testing, experimentation platforms (Optimizely, VWO), and A/B test design.
  • CRM integration and lead management: Salesforce or comparable CRM for lead routing, reporting, and campaign-to-revenue attribution.
  • SEO and content optimization: keyword research, on-page SEO best practices, technical SEO awareness.
  • Budgeting and media buying: pacing, forecasting, bid strategy, and optimizing for ROAS/CPA.
  • Marketing tech stack operations: CDP, DMP, tag management (Google Tag Manager), and familiarity with CDPs like Segment.
  • Basic SQL or data-querying abilities for ad-hoc analysis and audience pulls (preferred).
  • Experience with creative production workflows, brief writing, and asset trafficking across teams and agencies.

Soft Skills

  • Strategic thinker with strong business acumen who connects marketing activities to revenue and growth outcomes.
  • Excellent written and verbal communication skills for crafting messaging, presenting results, and influencing stakeholders.
  • Cross-functional collaboration and stakeholder management — ability to align product, sales, creative, and analytics teams.
  • Project and program management skills with attention to timelines, deliverables, and details.
  • Data-driven decision-making mindset combined with creative problem solving.
  • Strong prioritization and time-management skills in fast-paced environments.
  • Leadership and mentorship capabilities to grow junior marketers and lead agency partners.
  • Adaptability and comfort with change, experimentation, and iterative optimization.
  • Negotiation and vendor management skills for contracts, scope, and performance review.
  • Customer-centric mindset with the ability to translate customer insights into campaign strategy.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Business Administration, Advertising, or a related field.

Preferred Education:

  • Master's degree (MBA or Master's in Marketing/Communications) or relevant professional certifications (Google Ads, Google Analytics, HubSpot, Marketo Certified Expert).

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Advertising
  • Data Analytics / Information Systems

Experience Requirements

Typical Experience Range: 4–8 years of progressive marketing experience with at least 2–4 years managing integrated or cross-channel marketing programs.

Preferred: 6+ years experience with demonstrated ownership of multi-channel campaigns, experience working with marketing automation and CRM platforms, proven success driving pipeline/revenue, and experience managing agencies or vendor partners. Experience in B2B SaaS, technology, ecommerce, or enterprise environments is a strong plus.

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