Versatility, responsiveness, agility, technical expertise, business acumen… the role of Digital Marketing Project Manager covers a wide range of skills. Focus on this coordinating profession with multiple activities, which is more like that of a conductor handling many daily challenges than a mere assistant.
“On all fronts !” : if one had to use a popular expression to describe the hard reality of the Digital Marketing Project Manager’s job, this one would fit perfectly. A professional as comfortable with technical and statistical elements as they are endowed with a real business sense, this still-young profession (it was born with the steamroller of digital) is a pivot role that directs projects, brings them to life, keeps them going and makes them succeed.
Skills of a good Digital Marketing Project Manager
First and foremost, they are an organizer, a chief coordinator, who after drawing up a schedule must follow it and ensure it is respected by all stakeholders in order to meet deadlines! To be a good Digital Project Manager and handle the many ongoing files, it is important not to spread oneself too thin and to be the king of organization. This basic ability (it must be part of the professional’s temperament) must also be backed up by many other skills, so much is demanded of the Digital Marketing Project Manager.
One can thus say, without being exhaustive, that they must :
- Have good interpersonal skills : because by working with various professions (designer, art director, developer, clients…) they must be as much a psychologist as a fine strategist to manage a project from start to finish and satisfy their clients.
- Be analytical, both in the way they approach problems in order to develop a work process suited to each project, and in monitoring the results of the campaigns they manage (data-driven) to decode the trends of the operations carried out and make corrections if necessary (test and learn).
- Have a keen critical sense in order to assess the deliverables they have previously requested (texts for a content policy, a site’s structure and the features offered, social strategy…),
- Be familiar with consumer uses and habits that are constantly evolving : for the Digital Project Manager, the notions of customer journeys and the digital habits of different targets (B2B / B2C) hold no secrets,
- Understand the specific features of the different channels used to distribute the company’s messages, in order to validate the right messages for each channel.
- Master modern marketing tools such as analytics tools but also marketing automation tools in order to run 360° campaigns, according to customer journeys.
- Know the UX needs of different devices in order to advise on and improve the user experience regardless of the viewing medium.
More than a cog, a key piece !
This goes to show that the Digital Marketing Project Manager is much more than a cog in a process, but indeed a key piece. Without them, nothing is really possible, since through their skills and rigor they guarantee the success of the projects they are responsible for… Provided, of course, that their broad capabilities are supported by tools that can lighten and facilitate their daily tasks.
since through their skills and rigor they guarantee the success of the projects they are responsible for… Provided, of course, that their broad capabilities are supported by tools that can lighten and facilitate their daily tasks.
