The Digital Project Manager Role Has Levelled Up (Again)
If you’re hiring (or on the hunt) in digital delivery, you’ve probably noticed that the Digital PM role in 2025 looks very different from what it did even 12 months ago.
I’ve spoken with clients across creative, retail, and digital agencies in recent weeks, and it's clear that this is no longer a 'safe pair of hands' role. It's now strategy, tech fluency, ROI tracking, and people leadership rolled into one.
Here’s how the role is evolving and what we’re seeing at DNA:
Tech fluency is now baseline
Not just CMS and commerce tools like Shopify or Magento, we’re talking understanding integrations across MarTech stacks, headless builds, and how all the pipes connect behind the scenes. It’s more context than code.
AI is shifting focus from admin to impact
Admin-heavy tasks are getting eaten by automation. The best PMs are now spending more time with clients, on strategic oversight, risk planning, and not just deliverables.
Fully remote and cross-time zone teams are the norm
Async workflows, managing talent across continents, tools like Notion and Slack as HQ. It’s changed how projects are delivered and the skills needed to lead them.
It’s no longer 'on time and budget'
Impact is the key word these days. Conversion, retention, engagement - DPMs are now being measured against outcomes that live in the data, not just the timeline.
Methodology is fluid, outcomes aren’t
Agile, Lean, Waterfall, it’s all about whatever fits the brief. And in the end it all comes back to one thing. Did it work?
EQ over ego
Soft skills (or “power skills” as one client put it) are front and centre. Leadership, empathy, emotional intelligence. In a world of AI, the human bit is more important than ever. And it’s where the best PMs shine.
Omnichannel as standard
we’re placing PMs who are expected to manage across print, outdoor, TV, social and in-store. It’s all connected.
Client transparency is non-negotiable
Shared dashboards, live WIPs, proactive reporting, it’s now less about big reveals and more about constant comms.
Values matter
We’ve seen briefs start including sustainability metrics, cyber-readiness, and ethical impact. It’s small right now, but growing, especially with agencies pitching global accounts.
If you’re hiring for a DPM this year, or you are one, make sure your JD, your expectations, and your skills reflect what the role looks like right now.
This isn’t 2019’s delivery game. Going into 2026, the role is going to become faster, broader, and way more interesting.
Shout if you want to chat roles, market rates, or candidate pipelines, we’ve got a strong bench of senior talent in this space.
About me – Mandip Dass
I’m an experienced recruiter with 20 years working with clients to solve hiring challenges. I’m passionate about digital and project delivery and helping agencies scale their delivery teams.
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