[Site name]

Digital marketing manager

Also called social media specialist, web marketing specialist, digital marketing specialist

Digital marketing managers are responsible for the elaboration of the company's digital marketing strategy with the goal of improving brand recognition and brand awareness, in line with the company's mission and vision. They oversee the execution of digital marketing and communication strategies involving the use of social media, email marketing, marketing automation, search engine optimisation, online events and online advertisement through data driven methodologies and by measuring and monitoring digital marketing KPIs in order to promptly implement corrective action plan. They manage and interpret competitors and consumers' data and conduct research on market conditions.

Will there be jobs?Limited prospects18 jobs to fill by 2035 for every 100 people doing this work today.Administrative and commercial managersWhat does it pay?Well above averageFrom about €3,500 (Romania) to €12,800 (Italy) a month, depending on the country.Estimate · Administrative and commercial managersWhat do I need to study?Usually a degree8 in 10 have a degree.Administrative and commercial managersWill AI change it?ModeratelyLevel 4 of 6. AI could take on part of some tasks, but none fully.Sales and marketing managers · ILO

What you'd do

Sales and marketing managers · ILO
  • Planning and organizing special sales and marketing programmes based on sales records and market assessments
  • Determining price lists, discount and delivery terms, sales promotion budgets, sales methods, special incentives and campaigns
  • Establishing and directing operational and administrative procedures related to sales and marketing activities
  • Leading and managing the activities of sales and marketing staff
  • Planning and directing daily operations
  • Establishing and managing budgets and controlling expenditure to ensure the efficient use of resources
  • Overseeing the selection, training and performance of staff
  • Representing the enterprise or organization at sales and marketing conventions, trade exhibitions and other forums
Integrate marketing strategies with the global strategyAnalyse consumer buying trendsPlan marketing campaignsConduct online competitive analysisPerform market research+ 10 more essential skills
What the work is like
  • Indoors
  • Sitting most of the day
  • Lots of contact with people, including the public
  • Good freedom to decide
  • Often more than 40 hours a week
  • Deadlines most weeks
  • Some repetitive tasks
US data: based on the O*NET profile of the US job "Marketing Managers"

Will there be jobs?

Limited prospects

Fewer jobs than in most work will need filling by 2035.

People working as administrative and commercial managers in the EU
2.6m3.02m2.85m 201520232035

Solid: measured. Dashed: forecast.

Jobs to fill, 2026–2035
660,000 replacing leavers 115,000 jobs disappear
Jobs to fill per 100 people working now
Administrative and commercial managers18
All jobs29
Right now
2 of 27 countries report a shortage of sales and marketing managers, 8 a surplus.
Sales and marketing managers · EURES

What does it pay?

Well above average

Pay depends a lot on the country: from about €3,500 a month (Romania) to €12,800 (Italy), before tax.

Pick a country at the top of the page to see typical pay there, for people under 30, and compared with all jobs.

Among managers in the EU, women earn 27% less per hour than men. Managers · Eurostat

What do I need to study?

Usually a degree

A degree in marketing and advertising is the usual route.

Highest qualification of administrative and commercial managers (EU, 2025)
Degree 76%Vocational 14%General secondary 7%Basic schooling 2%
Field that teaches it
Marketing and advertising
Vocational route, EU
3 in 10 trainees in this field
Business and law graduates in a matching job
66% in the EU

1,314 institutions in the EU offer business and law bachelor's degrees. Pick a country at the top of the page to see where to study and the official course finders.

Will AI change it?

Moderately

AI could take on part of some tasks, but none fully.

How exposed is this job? ILO scale
Very low
Low
Some tasks
Moderate
Significant
High

Average task score 0.41 on a scale from 0 (AI can't do it) to 1 (AI could do it fully).

See the score for each of the 8 tasks
Determining price lists, discount and delivery terms, sales promotion budgets, sales methods, special incentives and campaigns0.59
Establishing and directing operational and administrative procedures related to sales and marketing activities0.45
Planning and organizing special sales and marketing programmes based on sales records and market assessments0.43
Representing the enterprise or organization at sales and marketing conventions, trade exhibitions and other forums0.40
Establishing and managing budgets and controlling expenditure to ensure the efficient use of resources0.39
Leading and managing the activities of sales and marketing staff0.39
Planning and directing daily operations0.35
Overseeing the selection, training and performance of staff0.30

Based on what AI could technically do when assessed in 2025. It is not a forecast for a future year, and not a forecast of job losses. Scores for sales and marketing managers. Source: ILO (2025), adapted (credits).