Terms of Reference (TOR)
Position: Digital Marketing Manager
Department: Marketing / Communications
Reports to: Head of Marketing / Commercial Director (adjust as needed)
Location: On-site
Contract Type: Full term
1. Objectives of the Position
The Digital Marketing Manager will be responsible for:
• Driving measurable growth through digital channels
• Strengthening the organization’s online presence and brand positioning
• Optimizing digital campaigns based on data and performance insights
• Supporting business goals such as lead generation, registrations, and sales conversion
2. Scope of Work / Key Responsibilities
Strategy & Planning
• Develop and implement a comprehensive digital marketing strategy aligned with
company goals
• Define digital marketing KPIs, targets, and budgets
• Identify growth opportunities across paid, owned, and earned channels
Campaign Management
• Plan, execute, and optimize digital campaigns (paid and organic)
• Manage performance marketing channels (Google Ads, Meta, LinkedIn, etc.)
• Oversee SEO, SEM, display, retargeting, and email marketing initiatives
Content & Social Media
• Oversee content strategy for websites, blogs, and social media platforms
• Ensure consistent brand voice and messaging across all digital channels
• Coordinate with designers, content creators, and external agencies
Data, Analytics & Optimization
• Monitor campaign performance using tools such as Google Analytics, dashboards,
and CRM systems
• Analyze user behavior, funnel performance, and conversion rates
• Produce regular performance reports with insights and recommendations
Team & Stakeholder Coordination
• Manage and mentor digital marketing staff or external vendors/agencies
• Work closely with product, sales, and IT teams to ensure alignment
• Coordinate cross-departmental digital initiatives
3. Deliverables
• Digital marketing strategy and annual/quarterly plans
• Campaign calendars and budgets
• Monthly and quarterly performance reports
• Lead/user acquisition and conversion growth
• Optimized website traffic and engagement metrics
4. Key Performance Indicators (KPIs)
• Growth in website/social media platforms traffic and qualified leads/users
• Conversion rate improvement
• Cost per acquisition (CPA) and ROI on digital campaigns
• Engagement metrics (CTR, time on site, bounce rate, social engagement)
• Achievement of campaign and growth targets

5. Required Qualifications & Experience
Education
• Bachelor’s degree in Marketing, Digital Media, Business, or related field
• Relevant certifications (Google, Meta, HubSpot, etc.) are a plus
Experience
• Minimum 2 years of experience in digital marketing or performance marketing
• Proven track record of managing successful digital campaigns
• Experience managing budgets and agencies is preferred
6. Required Skills & Competencies
• Strong knowledge of digital marketing tools and platforms
• Data-driven mindset with strong analytical skills
• Excellent project management and organizational skills
• Strong communication and stakeholder management skills
• Ability to work independently and manage multiple priorities
7. Tools & Platforms (Expected Familiarity)
• Google Analytics / GA4
• Google Ads, Meta Ads, LinkedIn Ads
• SEO tools (e.g., SEMrush, Ahrefs, Search Console)
• Email marketing platforms (e.g., Mailchimp, HubSpot)
• CMS and CRM systems

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