UK

United Kingdom · Marketing · Principal/Manager (12-16 years)

Podcast Marketing Manager

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports3-8 reports
  • Reports toDirector of Audio & Content Marketing
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Principal Audio Strategist · Head of Podcast Marketing · Senior Content Manager (Audio)

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Present a Radio Programme AIM Qualifications Level 3 Diploma in Media Creation, Production and Craft Support
Producing Radio Broadcasts OCNLR Level 2 Certificate in Skills for Professions in the Creative and Digital Industries

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Your Plan Illustration

Built for Podcast Marketing Manager

2 units that map to this job, from the qualifications that cover it.

  1. Present a Radio Programme AIM Qualifications · covers 2 of 10 standards Level 3
  2. Producing Radio Broadcasts OCN London · covers 1 of 10 standards Level 2
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Podcast Marketing Manager?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Generative AI for Content Ideation & Scripting
  • Advanced Audio Personalisation & Dynamic Content
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Podcast Marketing Manager plan as you set up, starting with the free Automation Fluency module. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

Ready to pay? Subscribe for £70 a month

Keep this read. One email with what AI is changing in this job, the new skills it asks for and where to start free. Nothing else follows unless you confirm your address.

3What this role really is

A podcast marketing manager runs the strategy behind a podcast portfolio, turning listeners into leads and customers.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Strategic Platform Selection (e.g., Omny Studio, Megaphone) Expert

Leading the evaluation and selection of enterprise-level podcast hosting and monetisation platforms based on global reach, DAI capabilities, and integration with our MarTech stack. You'll make the big decisions here.

Brand Consistency & Workflow Architecture (e.g., Descript, Adobe Audition, Canva) Expert

Setting the creative direction, templates, and workflow for all audio-visual assets, ensuring brand consistency across the portfolio. You'll architect how audio production integrates with marketing asset creation.

MarTech Integration Strategy (e.g., HubSpot, Salesforce, ActiveCampaign) Expert

Owning the integration strategy between our audio platforms and core marketing automation/CRM systems. You'll determine how listener data informs the overall customer journey and lead nurturing.

Resource & Portfolio Management (e.g., Workfront, Planview, Monday.com) Expert

Using enterprise-level project management tools to manage the entire podcast portfolio, allocate budgets, forecast resource needs across multiple shows, and report on overall programme health.

Social Strategy & Platform Investment (e.g., Agorapulse, Sprout Social) Expert

Determining which social platforms to invest in for audio promotion, setting the overall social media strategy for the brand's audio content, and approving budget for paid social campaigns.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Podcast Portfolio Strategy & Greenlighting New Shows N/A (Executes tasks related to existing shows) N/A (Manages individual episode promotion) Recommends new show concepts and strategic pivots to manager, based on market research and performance data.
Budget Allocation & Spend N/A (Works within allocated budget for tasks) N/A (Manages small project budgets, <£5K, with manager approval) Manages programme-level budget (up to £50K), requiring manager approval for significant deviations.
Team Hiring & Performance Management N/A N/A Mentors junior team members, provides informal feedback, but no hiring/firing authority.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Podcast Contribution to Marketing-Sourced Pipeline
The total value of sales pipeline directly influenced or generated by our podcast portfolio.
Target · >£500,000 annually

If a listener uses a podcast-specific promo code or fills out a 'How did you hear about us?' survey mentioning the show, that's pipeline credit. We'd expect this to hit at least £125K per quarter.

Listener-to-MQL (Marketing Qualified Lead) Conversion Rate
The percentage of unique podcast listeners who convert into a Marketing Qualified Lead through podcast-specific calls-to-action (e.g., downloading a resource, signing up for a webinar mentioned on the show).
Target · >1% across the portfolio

If 10,000 unique listeners engage with a call-to-action in a month, we'd expect at least 100 of those to become MQLs. You'll need to figure out how to drive that.

Reduction in Customer Acquisition Cost (CAC) for Podcast-Influenced Leads
Comparing the cost of acquiring a customer who first engaged with our brand via a podcast versus our average CAC from other marketing channels.
Target · >15% reduction vs. average CAC

If our average CAC is £100, we'd want podcast-sourced leads to convert into customers at a cost of £85 or less. This shows the efficiency of audio marketing.

Portfolio-Wide Audience Growth Rate
The average month-over-month increase in unique listener downloads across all shows in our podcast portfolio.
Target · >20% Year-over-Year

If our portfolio had 50,000 unique downloads last month, we'd be aiming for 60,000 next month, or a steady 20% increase over a year. This isn't just one show; it's the whole lot.

Strategic Portfolio Health & Innovation
How well you manage the overall health and strategic direction of our podcast portfolio, including identifying new show opportunities, optimising existing ones, and making tough greenlight/cancellation decisions.
  • You'll be proactively presenting quarterly portfolio reviews to senior leadership, clearly outlining show performance, strategic fit, and future plans. We'll see clear, data-backed criteria for launching new shows and, crucially, for deciding when to sunset underperforming ones. Your team will be experimenting with new audio formats and promotional tactics, not just repeating what worked last year.
Team Development & Leadership Effectiveness
Your ability to lead, mentor, and develop your direct reports, ensuring they're growing in their roles and contributing effectively to the podcast strategy.
  • Your direct reports will consistently meet or exceed their individual goals. We'll see positive feedback in their 1-on-1s and performance reviews, indicating they feel supported and challenged. You'll be actively coaching them towards career progression, and we'd expect to see successful internal promotions from your team.
Cross-functional Influence & Integration
How effectively you integrate podcast strategy with wider marketing campaigns and influence other teams to support and amplify our audio content.
  • Podcast content won't be an afterthought
  • it'll be a core component of major marketing campaigns, planned from the outset. Other marketing teams (e.g., social, email, content) will proactively seek your input on how audio can enhance their efforts. You'll be seen as the go-to expert for all things audio, and your recommendations will shape broader content decisions.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Shaping Strategy & Vision

You'll spend a good chunk of your week thinking about the 'why' behind our audio content, not just the 'how'. This means developing long-term roadmaps, identifying new market opportunities, and presenting your strategic recommendations to senior leadership.

Defining the content pillars for a new podcast series that aligns with our Q4 product launch, or deciding to shift investment from one show to another based on market trends.

Building & Developing a Team

You'll get a real kick out of seeing your team members grow. This means regular 1-on-1s, coaching sessions, helping them tackle complex problems, and empowering them to take ownership of their work. You're a mentor, not just a manager.

Guiding a specialist through their first major cross-promotion negotiation, or helping a coordinator develop a new analytical skill that unlocks a career progression opportunity.

Driving Measurable Business Impact

You're motivated by seeing your work, and your team's work, directly contribute to the company's bottom line. This means obsessing over conversion rates, pipeline contribution, and proving the ROI of every podcast programme.

Presenting a quarterly report that clearly shows how podcast-influenced leads led to £200K in new business, or a 15% reduction in CAC for a specific segment.

What frustrates people
  • The constant battle to prove podcast ROI to executives who are more familiar with traditional digital marketing metrics.
  • Balancing the creative demands of content creation with the commercial pressure to generate leads and revenue.
  • Managing multiple shows and a team, often feeling like you're juggling too many plates, especially when a show isn't performing as expected.
  • Dealing with internal stakeholders who don't fully understand the nuances of audio marketing or the time it takes to produce quality content.
  • The 'attribution black hole' – it's still hard, even at this level, to get perfect data on how every listen translates to a sale.
What this role does not give you
  • A purely creative role with no commercial targets – you'll always have to tie your work back to business outcomes.
  • A 'set it and forget it' environment – the audio landscape is always changing, and so will our strategy.
  • A role where you're solely focused on hands-on production – you'll be leading and strategising more than editing audio yourself.

8Who you work with

This role directly shapes our brand's voice and reach within the audio landscape, contributing significantly to our top-of-funnel marketing efforts and lead generation. You'll be responsible for a measurable portion of our marketing-sourced pipeline, proving the ROI of audio content and influencing future investment decisions across the entire marketing department.

Inside the business
  • Director of Audio & Content Marketing
  • Head of Content Marketing
  • Sales Leadership
  • Product Marketing Managers
  • Brand & Communications Team
  • Finance Department
Outside the business
  • Podcast Hosting Platform Account Managers
  • External Audio Production Agencies
  • Industry Partners for Cross-Promotion
  • Key Podcast Guests

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • A proven track record of successfully managing and growing a portfolio of podcast programmes or similar audio content.
  • Demonstrable experience leading, mentoring, and developing a marketing team, with a focus on performance and growth.
  • Strong analytical skills, with the ability to translate complex podcast metrics into clear, actionable business insights and strategic recommendations.
  • Expertise in designing and implementing audio attribution models that connect listens to measurable business outcomes.
  • Extensive experience with enterprise-level MarTech stacks, particularly CRM and marketing automation platforms, and how to integrate audio data.
  • A deep understanding of the podcast industry, including key players, trends, and monetisation strategies.

10What to practise next

Where the job is going, and what to do about it starting this week.

Web3 & Decentralised Audio Platforms

Important within 18-24 months. While still nascent, decentralised platforms and Web3 technologies (like NFTs for content ownership or token-gated communities) could fundamentally change podcast monetisation and listener engagement. You'll need to understand the potential.

Blockchain Fundamentals · NFTs for Content & Community · Decentralised Autonomous Organisations (DAOs) · Creator Economy & Tokenisation

  • This month: Read 2-3 introductory articles on Web3 and its application to media/content.
  • Next quarter: Follow key thought leaders in the Web3 audio space (e.g., Audius, Arweave).
  • Month 3-6: Explore one decentralised audio platform; understand its user experience and creator tools.
  • Ongoing: Assess potential risks and opportunities for our brand in the Web3 audio ecosystem.

Quick win: Sign up for a crypto news aggregator to get a basic understanding of the terminology and market movements. No need to invest, just observe.

11Staying current once you are in

What people here do to keep up
  • Attending key industry conferences like Podcast Movement, Radiodays Europe, or industry-specific marketing summits to stay abreast of trends and network.
  • Subscribing to leading podcast industry newsletters and publications (e.g., Hot Pod, Podnews, Sounds Profitable) to keep your finger on the pulse.
  • Participating in online courses or workshops focused on advanced digital marketing strategy, leadership, or specific audio technologies.
  • Mentoring junior marketers, which is a fantastic way to solidify your own knowledge and give back to the community.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Generative AI for Content Ideation & Scripting

Critical within 6-12 months. AI is rapidly changing how content is brainstormed and drafted. Competitors are already using tools to generate episode ideas, guest questions, and even initial script outlines in minutes, dramatically speeding up the content pipeline.

  • Advanced Prompt Engineering
  • AI-Assisted Storyboarding
  • Ethical AI Content Creation
  • Custom GPTs for Niche Content

Advanced Audio Personalisation & Dynamic Content

Important within 12-18 months. Beyond basic DAI for ads, the future is about dynamically inserting content segments (not just ads) based on listener preferences, location, or past behaviour. This will make podcasts feel incredibly tailored.

  • Listener Data Segmentation
  • Programmatic Audio Content
  • Ethical Data Use in Personalisation
  • A/B Testing Personalised Content

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Audience Growth Funnels (Advanced)
  • Podcast SEO (Search Engine Optimisation) Strategy
  • Cross-Promotion & Feed Swaps Strategy
  • Audio Attribution Modelling (Expert)
  • Content Repurposing Workflows (Advanced)
  • Community Management & Listener Engagement Strategy

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior Podcast Marketing Specialist (L3)

    Typically 4-6 years in that role, proving mastery of a single show's strategy and initial team mentorship.

    Skills to master

    • Deep expertise in podcast growth tactics, data analysis for individual shows, stakeholder communication, and informal leadership/mentorship.

    You're ready to move on when

    • Consistently exceeding growth targets for a dedicated podcast series.
    • Successfully launching and optimising new show formats or seasons.
    • Proactively identifying and solving complex programme-level challenges.
    • Receiving positive feedback on mentorship and guidance provided to junior team members.
  2. 2

    Lead Content Strategist (L4) with Audio Focus

    Around 3-5 years in a lead content role, with significant experience integrating audio into broader content strategies.

    Skills to master

    • Multi-channel content strategy, cross-functional project leadership, advanced content analytics, and a strong understanding of how audio fits into a holistic content ecosystem.

    You're ready to move on when

    • Successfully leading major content campaigns that included significant audio components.
    • Demonstrating strong analytical skills in measuring content performance across various channels.
    • Proving an ability to influence and align diverse content teams towards a common goal.
    • Developing and presenting comprehensive content strategies to senior management.
  3. 3

    Digital Marketing Manager with Audio Specialisation

    Roughly 5-7 years in a broader digital marketing management role, with a strong track record of success and a clear passion/specialisation in audio.

    Skills to master

    • Overall digital marketing strategy, budget management, team leadership, and a deep understanding of how different digital channels interact to drive business outcomes.

    You're ready to move on when

    • Successfully managing a multi-channel digital marketing budget and team.
    • Demonstrating significant ROI from digital campaigns under their leadership.
    • Proactively identifying and championing audio as a key channel within their broader digital strategy.
    • Strong leadership skills, with a focus on team development and performance.

15Where this role leads

The long view: This role can lead to running content strategy for a whole brand, or a step up into wider marketing leadership.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Podcast Marketing Manager is actually changing.

Where it leads

Roles this leads to

Also named as a next step, with no page in the catalogue yet:

  • Principal Audio Strategist (Individual Contributor - Level 5/6 equivalent)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Present a Radio Programme, worked against Podcast Marketing Manager.

Present a Radio Programme Level 3

Applied to your work in Podcast Marketing Manager

This unit aims to provide learners with the knowledge and skills to present a radio programme effectively. Learners will understand key issues related to radio presentation, including audience engagement and content delivery, and will be able to review their own performance while complying with relevant legal and regulatory requirements.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration
Podcast Marketing Manager
  • Audience Growth Funnels (Advanced)
  • Podcast SEO (Search Engine Optimisation) Strategy
  • Cross-Promotion & Feed Swaps Strategy
  • Audio Attribution Modelling (Expert)
  • Content Repurposing Workflows (Advanced)
  • Community Management & Listener Engagement Strategy
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Podcast Marketing Manager is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director of Audio & Content Marketing (Level 6)

    Typically 3-5 years as a Podcast Marketing Manager, demonstrating consistent high performance and strategic impact.

    This is a significant step up, moving from managing a portfolio to shaping the entire audio and content strategy for a business unit.

    • Integrated Content Ecosystem Design Architecting how all content types (audio, video, written) work together.
    • Advanced Monetisation Models Exploring new revenue streams beyond traditional advertising.
    • Global Content Strategy Adapting audio content for international markets.
    • M&A Due Diligence (Content) Evaluating content assets during potential mergers or acquisitions.

  2. Principal Audio Strategist (Individual Contributor - Level 5/6 equivalent)

    Roughly 3-5 years as a Podcast Marketing Manager, choosing to deepen specialisation rather than pursue people management.

    This is a lateral move in terms of seniority but a shift in focus, allowing for deeper technical and strategic specialisation.

    • Advanced Attribution Modelling Developing proprietary models and methodologies for audio ROI.
    • AI & ML for Audio Implementing cutting-edge AI solutions for content creation, personalisation, and analytics.
    • Future of Audio Research Leading R&D into new audio formats, technologies, and listener experiences.
    • Audience Deep Dive Conducting advanced ethnographic research into listener behaviour and psychology.
Working with AI on the job

Working with AI

Where AI is starting to help

As a Podcast Marketing Manager, your time is precious. You should be strategising, leading your team, and making high-impact decisions, not getting bogged down in repetitive tasks. Good news: AI is here to help you reclaim your schedule.

Imagine a world where your team can produce more, faster, and you can focus on the big picture. AI isn't here to replace your strategic thinking; it's here to automate the manual, time-consuming parts of podcast production and promotion, letting you scale your impact across the entire portfolio.

Transcript & Show Note Automation

Your team can use AI tools like Descript or Otter.ai to generate full, speaker-labeled transcripts in minutes. Then, feed these into a GPT model with a smart prompt to create structured, SEO-friendly show notes, including key takeaways and timestamps. This frees up your specialists to focus on more creative tasks.

Viral Clip & Theme Identification

Upload an hour-long audio file to an AI analysis tool (think Castmagic or Opus Clip). The AI will identify the most compelling, shareable moments, potential 'viral' hooks, and key themes. This saves your team hours of manually scrubbing through recordings, ensuring you're always promoting the best bits.

Guest & Partner Research

Use AI-powered search tools or custom GPTs to quickly research potential podcast guests or cross-promotion partners. You can prompt with specific criteria like: 'Find 10 podcasts for a B2B SaaS audience under 50k downloads/episode who have interviewed marketing leaders.' This accelerates your outreach strategy significantly.

Content Repurposing Engine

Feed a final episode transcript into a large language model (LLM) and use a series of prompts to generate a complete promotional package: 5 tweets, 2 LinkedIn posts, 1 email newsletter draft, and 3 potential blog post outlines. This ensures maximum reach from every episode without your team having to start from scratch each time.

Common questions

Common questions

How do you become a Podcast Marketing Manager?

Common routes in include Senior Podcast Marketing Specialist (Typically 4-6 years in that role, proving mastery of a single show's strategy and initial team mentorship.), Lead Content Strategist with Audio Focus (Around 3-5 years in a lead content role, with significant experience integrating audio into broader content strategies.) and Digital Marketing Manager with Audio Specialisation (Roughly 5-7 years in a broader digital marketing management role, with a strong track record of success and a clear passion/specialisation in audio.). Times vary with prior experience.

Where can a Podcast Marketing Manager progress to?

This role can lead on to Director of Audio & Content Marketing (Typically 3-5 years as a Podcast Marketing Manager, demonstrating consistent high performance and strategic impact.) and Principal Audio Strategist (Roughly 3-5 years as a Podcast Marketing Manager, choosing to deepen specialisation rather than pursue people management.), depending on the skills you build.

What new skills matter most for a Podcast Marketing Manager?

Increasingly, Generative AI for Content Ideation & Scripting and Advanced Audio Personalisation & Dynamic Content. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills involved, strategic content planning, data-driven decision-making, team leadership and proving return on investment for hard-to-attribute channels, carry across sectors. They open doors to content marketing, digital strategy or product marketing roles in media, B2B SaaS or consumer goods.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.