Today’s businesses need a strong Inbound Marketing Manager to lead their in-house marketing departments, especially if they want to leverage the support of their top-notch marketing agency. Yet, many are unsure of how to hire one.
In this article, we’ll share a comprehensive outline of a job description for an Inbound Marketing Manager that will help your company find the right fit for your marketing activities.
Ignite the Attention of Your Ideal Candidate
Companies look for candidates with a passion for an inbound marketing career. Candidates who have it will want to hear that you have a passion for it too.
Get the attention of your ideal candidate by describing them as an experienced marketing manager that:
- likes to get things done,
- loves generating leads,
- is excited about overseeing market awareness initiatives for current clients and prospects, and
- thrives on making a real impact developing campaigns and initiatives designed to motivate clients to work with your company.
Create a Job Brief
Briefly touch upon “a day in the life” of your Inbound Marketing Manager:
- Who do they report to?
- Who do they work closely with?
- What are their key responsibilities?
- What would they be doing?
- How do they feel about doing it?
Use language that a strong candidate can relate to, such as “strategic marketing programs,” “touch points,” “converting new prospects,” “buyer’s journey,” “generating market awareness,” “thought leadership,” and others that are specific to your industry.
Introduce Your Company
This is your chance to talk up your company, how you provide value for your customers, your reputation in the industry, your successes, recognition, and awards, your location, and anything that gives an idea of what kind of marketing department they will lead.
Describe Your Ideal Candidate
Tell prospective candidates what you’re looking for in an Inbound Marketing Manager, such as:
- A high level of creativity, superior attention to detail, and impeccable writing skills
- Intellectual curiosity and enjoyment of continuous learning
- High productivity
- Excellent use of technology to work efficiently and effectively
- Finds managing multiple tasks a fun challenge
- Embraces change and gets bored easily if things become too routine
- Enjoys helping clients and uncovering their needs
- Identifies with your company’s core values and culture
Overview of Responsibilities
Your Inbound Marketing Manager's projects and tasks they're responsible for should be listed within this section. Sample responsibilities include:
- Develop the strategy and implementation of lead generation and awareness programs that target existing clients and new qualified prospects
- Create branding messages and plan/execute plans designed to introduce prospects to our company and our offerings
- Manage the creative development and implementation of comprehensive targeted campaigns
- Manage the company website and social media platforms
- Manage relationships with outside related vendors, including monitoring budget, quality, and effectiveness
- Focus on improving search engine optimization and driving repeat inbound traffic
- Update content (copy/graphics) with a focus on creating new qualified prospects and enhancing company brand in the core industry and business ecosystem in which your company operates
- Develop thought leadership programs for prospect and client consumption (for example: generate white papers annually, highlighting key trends in the industry, speaking events, webinars, etc.)
- Create contact, content, and creative strategies for nurturing programs
- Lead or assist with internal marketing and branding efforts, including company meetings, trade shows, "swag," brand standards, etc.
Job Requirements and Desired Qualifications
This information helps to qualify potential job candidates for your specific position. For an Inbound Marketing Manager, the following may be requirements and desired qualifications for the job in your company:
- BS/BA in Marketing, Communications or equivalent experience
- A minimum of three years of relevant work experience required, experience strongly preferred in business-to-business professional services and or in your specific industry or market segment
- Proven experience in lead/demand generation business-to-business marketing
- Experience designing and building marketing campaigns and content, including working with multiple marketing mediums, including digital, social, video, sound, and print
Desired qualifications may include:
- Experience using HubSpot software for marketing campaigns, list management, and CRM
- Experience directing website SEO and SEM initiatives
- Experience defining and directing Thought Leadership efforts
- Experience in public relations a plus
- Strong project management skills with the ability to manage multiple projects and deadlines
- Ability to reassess priorities continually to focus on high-impact activities
Benefits of Working for Your Company
Give your ideal candidate an idea of what’s included in your company benefits package. This information could look like this:
As a W-2 employee with [your company], you will receive a competitive annual salary, 10 paid holidays, up to 20 days PTO (paid time off) upon hire, 25 days PTO after 2 years, 401k with match at 6 months, and health benefits (medical, dental, STD, LTD, life insurance), cell phone reimbursement, and training.
Here’s a bullet-point list of possible job benefits to include:
- Work From Home
- Dental Insurance
- 401K Plan
- Life Insurance
- Health Insurance
- Paid Holidays
- Vacation & Paid Time Off
If you’re hiring immediately and into 2022, consider including information about your company’s COVID-19 pandemic protocols, expectations, and requirements. This information could look like this:
Your well-being is important to us and our community. During the COVID-19 pandemic, we expect you to work from home. However, the role will become an onsite position (with back-to-work safety protocols in place) in accordance with guidelines provided by scientific and state governmental bodies.
While potential candidates generally appreciate getting an idea of the salary range for your Inbound Marketing Manager position, employers nationwide should research current state legislation and guidance on laws requiring the disclosure of salary compensation.
For instance, in Colorado, the Equal Pay for Equal Work Act went into effect on January 1, 2021. Among other requirements, the Act requires all employers located anywhere in the United States with at least one employee in Colorado to disclose salary compensation and employee benefits in job postings for positions that are expected to be or can be performed in Colorado (e.g., remote positions).
In addition, the Colorado Department of Labor and Employment (CDLE) issued Equal Pay Transparency Rules (EPT) and detailed guidance to clarify employers’ obligations under both the Act and the EPT Rules. This guidance makes clear that employers nationwide must disclose compensation and employee benefits information in each job posting for:
- Positions that are to be performed in Colorado
- Remote positions that could be performed in Colorado
Since this legislation imposes significant penalties for noncompliance, it will be important for you to understand the full scope of your legal obligations as an employer of any employees working in Colorado. It would be prudent to know the laws of any state as well.